The Direct Marketing Association (DMA) presented the Postal Service with a special 2009 International ECHO Award. This was the first time in its history that DMA had awarded an ECHO Green Marketing Award. DMA’s new award recognizes the most creative and strategic use of eco-responsible marketing tactics that deliver outstanding results, from a response or a return on investment perspective, while producing impacts that positively effect the environment. A USPS campaign focused on four specific targets that either champion or influence the use of Direct Mail in the marketplace: large businesses, advertising agencies, printers and letter shops, and direct marketing professionals.
To bring this campaign to life, a new term also was created as part of the green lexicon: “Environmailist” (a mailer who adopts greener business practices and explores ways to make marketing communications more eco-friendly.)
Perhaps the best part of the Postal Service’s campaign is that it practiced what it preached — using recycled materials, Green-e Certified paper stocks, environmentally-friendly inks, and wind-generated paper production processes.
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