client objectives
To sell and promote stamps and other philatelic products.
execution
The stamp-collecting community lives beyond our national boundaries, stretching all across the world. USA Philatelic is the official stamp catalog for the U.S. Postal Service.
Although the catalog is quarterly, top consumers receive an additional catalog several weeks after the first drop, with an alternative cover. We also release an annual holiday catalog highlighting the most popular stamps and philatelic products.
In 2009, we developed an online community just for collectors called Beyond the Perf (www.beyondtheperf.com), where they can get behind-the-scenes stories on their favorite stamps and establish a stronger connection to USA Philatelic and the Postal Service.
results
The second drop of the quarterly catalog and the annual holiday catalog are increasing sales without detracting from the initial catalog's sales revenues.
Beyond the Perf subscriber totals have jumped from 317 at the initial blast to almost 10,000, with more than 110,000 visits to the site from 120 countries/territories.