The United States Postal Service's (USPS) contacted Quinn/Brein to help them transform their faltering licensing business into a successful in-house consumer products division with a long-term blueprint for success.
For 10 years, outside agencies had managed USPS licensing business. Licensees were recruited with promise of becoming official U.S. postal vendors. However, licensed products had no relationship to the USPS business, core competencies, or mail service and were never successfully placed or marketed. The majority of USPS royalties were generated by purchasing own licensed products.
• Developed licensing strategy complementing USPS core competencies and services. Created and implemented USPS MAIL, SHIP & MOVE product line which demonstrated USPS reputation for technology, innovative design, and product performance. Licensed USPS trademark for MAIL, SHIP & MOVE and related office products and developed channel marketing strategy to obtain retail alliances in every class of trade.
• Successfully launched USPS program with select national retailers on chain-wide basis, including Kmart, Home Depot, Office Max, and Big Lots. Secured national roll- out timetables with other retail giants including Wal-Mart, Costco, and Walgreens.
USPS MAIL, SHIP & MOVE products are now distributed nationally in 15,000 retail outlets and compete successfully with 3M Scotch, which was previously considered a virtual monopoly too strong to break. Wholesale licensed product sales reached $60 million in year three, capturing substantial market share and creating high brand visibility-all of which exceeded best expectations.