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US Postal Service

Corporate Succession Planning

The United States Postal Service (USPS) was facing a number of challenges ranging from the economic downturn to a decreasing volume in mail being sent. Due to these circumstances, USPS was going through a restructuring, employee downsizing and an unprecedented drive for efficiency. Even with these challenges, business still needs to move forward and initiatives still need to be implemented successfully for the USPS to be successful. One of those initiatives that is critical to the long-term success of the Postal Service is the Corporate Succession Planning (CSP) program from the Leadership Development & Talent Management (LDTM) group. The CSP program is vital to the USPS since it is aimed at attracting the next generation of leaders to enroll in the program that provides continuity in USPS Leadership. The LDTM group faced several challenges in rolling out the program; it had been three years since the last time it had been available, with the numerous challenges they were facing it was unknown how many employees would be interested; it was a self-enrollment process that lasted close to a year and it was only open for one month.

Three years ago they had 300 people apply for the program, the LDTM group was targeting 600-700 applicants. With all the unknowns they were facing and double the targeted number of applicants the LDTM group knew they needed a campaign that was unique, compelling and specifically targeted to the employees that would be interested in enrolling in the program. Adayana worked with the LDTM group to create and deliver a program that did just that. The marketing campaign included messaging, a roll-out calendar, posters, brochures, intranet web banners and templates. The campaign honored the USPS brand but still was unique enough to stand on it's own. It featured individuals that were instrumental in changing history for the better by following their dreams and taking their own steps to achieve it. This was relevant to the challenges the USPS was facing and needing employees to take the next step in their career's and help lead them to a new future. The program was so successful that 1600 employees applied and the program had to close registration before the one-month enrollment window had ended.

What we did:

• Mark for LDTM group
• Campaign messaging
• Visual campaign design
• Interface layout and design
• LMS Information Architecture