Br a nd C ommuniC at i onreC ommendat ion s .R obeR t Longue t-Hig gin s // Augus t 2 0 0 9

t h e n e w n Z P o s t // c ru x

“G e t m e s o r t e d ”

NZ Post Shops are that place that helps you get the things you need to do get done. The word “sorted” arrives from brands values of organisation and the freedom of getting those things off your back. It also plays on the idea of sorting the mail, you can trust that NZ Post will have you, your mail and your jobs sorted.

The process of getting someone sorted is a transformational process, as it re-quires all main areas of transformation; customisation, two-way sustained com-munication and individual.

The phase expresses that NZ Post takes its customers through an individual and customised process to help them get the stuff done easier so they are sorted and free. Asking NZ Post to sort your personal details, communication and jobs requires the trust the brand holds from New Zealanders that the strong-sorted shape expresses. The design is efficient and controlled, which expresses the segmented and effectual properties of the ideal service.

The crux gives significant relevance to the customer being the product as “me” is the product or service that is being sorted.

S O R T E D

s t r e n G t h s //

A shop where you can go and get a wide range »of things that need to be done sorted out.

by physically paying a bill (rather than via the »internet) can customers experience reassur-ance and accomplishment.

if you need to get something posted anywhere »worldwide, they have everything you need to get that sent in store.

W e a k n e s s e s //

Currently all customers are channelled »through one que. Kiwibank and the Post shop are both combined.

it is unclear as to what the full extent of »things people can get done in store and what nZ Post can do for you.

the queue fluctuates in size and they are »boring, uninspiring and slow.

the transactions with staff feel impersonal. »the staff are hidden behind the desk and wires.

the layout is not well constructed, the queue »takes up the main section of the Post shop.

it is hard to get advice on products (i.e. »Packaging) as staff are busy behind the closed counter.

o p p o r t u n i t i e s //

e n v iR onme n t

Create a more pleasant and efficient space »which is open and bright in colour.

music, or ambient noise, (it could feel like a »hive of activity).

t h e n e W p o s t s h o p

On entrance you are met by a space that is active and open. There is no signifi-cant queue that is formed, as there are multiple areas that you can proceed to; KiwiBank and banking, Information and general help, the Automised area, packag-ing + postage and MyPost support. The KiwiBank area has been segmented away so that the New Zealand Post brand can come forward and there is a significant difference between them. Customers will be greeted by staff who are not behind and security wires, but who will move around amongst the customers to help and guide. The walls, floor and roof are more open and enjoyable with; wood, coloured feature walls and non-office like roofs. It will have music and ambient noised which will help it become a hive of activity compared with its previous dull and static queue.

The current environment inside the New Zealand Post Shop is a far way from reaching any levels of experience or transformation. This new concept Post Shop has been designed to take New Zealand Post from the mundane service it has become to a more meaningful brand. The Concept Post Shop will be a service that will help guide you in getting the things you need to get done ‘sorted’.

The Post Shop has an extremely wide range of services, so in the concept Post Shop it was vital to create a more customised environment that will allow easy flow through each of its areas. What was a dull un-cognitive queuing space will be replaced by personal thinking in-relation to how to move around and use the Post Shop. Efficiency is vital to the Shops effectiveness for customers, so it will pass by service and experiential dimensions of the nature of its offering (that it currently doesn’t offer) and aim straight for the effectual. Customers will leave feeling em-powered and satisfied having completing the tasks they set out to do.

Customers will be empowered to act and accomplish their own outcomes by being more involved in the hands on doing of jobs. From the Automised section to the packaging area and the My Post support section customers will be encouraged to be at the driving wheel of the job. The Concept Post Shop will be a guidance sys-tem (and support when needed), offering a more progressive experience where their customers get encouragement, confidence and the feeling of satisfaction.

s egme n tAt ion

An easy to use structure for how to use the »Post shop. should be clearly organised so that customers can use it how they need to.

Automise bill payment, post code finder and »packaging advice in individual kiosks.

be a efficient and quick space where people »can go about getting their things done.

t R A n s foRm At ion / Cu s tomi s At ion

offer hands on advice with packaging, mailing »and organisation.

offer an information desk or roaming staff »member to help guide people through the Post shop and offer insights into other things they could do at the post shop.

Personal and customised help. Customers »can sit down with a staff member to organise their ‘myPost’ , Help moving house or bill pay-ment options. (they’ll sort our out).

become a more relevant part of the commu- »nity, by giving it a voice both for individuals and as a whole.

Packaging and sending »

Help with how to best send your package for »cost. A kiosk and staff help.

Hands on section where people can package »their stuff.

t h r e at s //

internet payments are a strong and growing »convenience.

the brand needs to hold onto the postage »and ‘send and receive’ notion to keep emotive values.

Post is becoming a task. »

e n v ir o n m e n t // t h e n e w P o s t sh o P

m y P o s t s uP P o R t

to make a more transformational experience the Post shop will get to know its cus-tomers on an individual level. by offering accounts and individualised help new Zealand post will be able to create a sustained two-way dia-logue with its customers both online and in store.

this area is where customers can really ‘get sorted’. it will be a place where custom-ers can sit down at the side of a staff member and they can guide them through the ‘get sorted’ services (further detail on these services in myPost recommendation). the purpose of these desks is to break down the barrier between staff and customer which carries the new ‘get to know you’ proposition of new Zealand post.

P o s tA ge A nd PA CK A gin g Ce n t R e

this area is for all manner of posting and packaging needs and products. the area will be open plan with products and advice. the advice will come from staff member who will be free to show and advise customers in a hands on manner. in addition there will be a information kiosk which has post code finder, yellow + white pages (digital), postage advice and acces to my Contacts.

to create an experiential and transformational service customers will be encouraged to get hands on with the packaging of their mail. A table is available with tape, mark-ers, etc for customers to package their mail. this section will promote the fun and ease of sending mail.

inf o R m At i o n / s e R v i Ce de s K

Here is where customers can ask for help and guidance through the shop and pay for things such as postage and myAccount payments. the desk is free from security measures that Kiwibank requires, but has a locked door that will allow staff to go from desk to desk easily. it is important for the community post shop to break down the barriers between its people and staff.

PAy A nd g o

this section of the Post shop is where those customers who are coming in for some-thing quick can go. it is an automised kiosk that from which customers can pay anything from Power bills to government fines, as well as access to myPost features. supported strongly by all customer feedback this new addition is one facet of the new environment. As the Post shop is a place people go to get all manner of things done, this allows people to get in and out for those rubber stamp jobs. the flip side to this is more free staff who can put efforts into the personalised services elsewhere.

K i W i b A nK

Kiwi bank should be intergrated in a way which visually and spacially splits the two brands within the store,. the space should be designed so that it is easy for staff to operate both nZ Post and Kiwibank.

e n t R A n Ce

in the entrance there will be post-boxes as well as a community notices board. the Post shops will get more involved and relate with their imediate communi-ty. the notice board will be able to carry small notices as well as highlights bigger things that are happening within the area the Post shop serves.

(c)

(D)

(e )

(F )

(B)

(c)

( A )

(B)

(F )

(e )

(D)

( A )

Welcome to the Lower Willis Street Post Office

Get it Sent

Get Sorted

Pay and Go

Banking

Sending Mail

Packaging & advice

Stamps

Postcode finder

Personal contacts

MyPost

Electoral Details

Payment mangment

Vehicle Registration

Change of ownership

Power payments

Telecomunications

Parking

Finance & Insureance

ACC

KiwiBank

Western Union

Foreign Exchange

Bonus Bonds

Cash Passport

Postage rates

HANZ 18+ cards

Mail Holds

Movers Toolkit

Mail Redirections

Local Government

National Govenment

Money Orders

Travel Insurance

TSB Bank

Koomin Bank

Loaded Cards

e n t R A nCe s ign

this sign at the entrance will help guide people through the post shop. the shop has been broken into 4 main areas from which the sign show all the things that the Post shop can do. this has the effect of making the space easy to understand and use as well as informing people of everything that can be done at the post shop.

s t r e n t G h t s //

Current online account allows you to buy »postage products.

nZ Post has strong trust from Kiwi’s »

Post shops are a place where Kiwi’s currently »sort out a lot of their personal details.

by physically paying a bill (rather than via the »internet) can customers experience reassur-ance and accomplishment.

W e a k n e s s e s //

it is unclear as to what the full extent of »things people can get done instore and what nZ Post can do for you.

the transactions with staff feel inpersonal. »the staff are hidden behind the desk and wires.

it is hard to get advice on produts (i.e. pack- »aging) as staff are busy behind the closed counter.

your personal details are open to the staff, »but your transaction is just treated like a rubber stamp transaction for them.

o p p o r t u n i t i e s //

Personal and customised help. Costomers »can sit down with a staff member to orgainse their ‘myPost’ , help moving house or bill pay-ment options. (they’ll sort ou out).

get more people more involved with the Post »shop, and from this promote more about what you can do there.

two way diolouge with costomers through the »internet section of the account.

exploit trust of its costomers to hold their in- »formation and sync this with election LAnZ and iRd details, to help converge their needs.

give the costomers the full control of their »information, rather than someone holdng onto it for you.

A movers toolkit –offer advice and help to »people moving . (they can sit down and talk to someone to go through it with them.

With a contact management sye=stem, pro- »mote peope to send more offen, and help them keep incontact with people as everyone moves through the internet.

Help people orgainse their payments etc. give »them the empowemet of being sorted. make it easy for everyone.

A calender online and instore to help them »keep up to track with what they have to do / pay, also use for proting events or specials.

increase the web presence for personal »accounts. this would help their site get more traffic as well.

become a more relevant part of the com- »munity, by giving it a voice both for inderviduals and as a whole.

t h r e at s //

People may fear the bringing together of- »services to one entity, loos of privacy from big brother

internet payments are a strong and growing »convienice.

the brand needs to hold onto the postage and »‘send and recice’ notion to keep emotive values.

the postage side of the brand may loose rel- »evance as it becomes somthig more than what it used to be.

P e r s o n A l i se D se r v i c e // m Y P o s t

The idea behind MyPost is that New Zealanders are living in an ever increasingly disbanded world due to the Internet and that New Zealand post can be charged with keeping kiwis connected.

The account is a reaction to NZ posts need to become more transformational. As it has become a very rigid service lead company the new account system will allow the brand to get to know its customers much better and develop two-way commu-nication. The service will be effectual for the customers, as its benefit will have an ongoing use, this means that the brand can gain a sustained relationship which it currently lacks.

MyPost is how New Zealand Post can really make the customer the product. The account will allow Kiwis to keep their personal details up to date, have a contacts management system and use a calendar which will help them organise their trips to the Post Shop. It will be a important way of building on values around the brand by encouraging customers to have long term interactive relationships with the brand.

The reason people go to the Post shop is to get things done so the driving concept behind this new service it to offer customers what they truly need. That is a way of being more organised in terms of all those little things that they have to get done. It will empower customers and give them satisfaction due to the less things they have to worry about.

The sustained relationship will benefit New Zealand Post as it could have the ef-fect of getting more New Zealanders to use the company for more reasons than they currently do. Other services that the Shop offers will be easily communicated to customers via the two-way channel created.

MyPost

Username

Log in

Not Registered yet?

If you dont already have your own

Mypost account click here to register

Password

Thanks to New Zealand Post life just got a little easier. Learn about MyPost and is how we’re going to get you sorted.

MyPost

My AccountFind New Contacts

Libby Longeut-Higgins ( Family )

( Family )

Moblie //

Mobile (work) //

Home //

E-mail //

E-mail (work) //

027 484 1215 Address // 114 Mountain Rd, Epsom, 6020,Auckland

027 455 1215

09 630 3167

s.longuet.higgins@xtra.co.nz

simon.lh@beca.co.nz

( Family )

( Family )

( Family )

( Family )

( Family )

Simon Longeut-Higgins

Michael Longeut-Higgins

Nick Longeut-Higgins

Anne Longeut-Higgins

Cara Longeut-Higgins

Alexander Longeut-Higgins

Family ( 20 ) By Surname

Manage Contacts

Security Details

Family

Friends

Business contacts

My Groups

My Contacts

A l l A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

My Calender

Track and Trace

Send Mail

Moving?

m yC o n ta C t s

As everyone has many different contact details, myContacts would be a contact managements system that adapts as its users do. it would act in the way a social network contacts list does, allowing you to ‘add contacts’ and create different lists of contacts (friends, family, work, etc). the reason that this would be beneficial for customers is that if a contact changes their details you would not be required to do so as your contacts profile would just update. the reason this service would be great is that it will keep kiwis connected in a more concrete place rather than millions of emails and out of date physical addresses.for security reasons the contact system would allow users to control the amount of their personal information different people would have access to seeing.

m y C a l e n d e r

the calendar within myPost will enable customers to plan and organise their trips to Post shops. by consolidating bill pay-ments, Land transport nZ payments and any other personal payments customers will be able to organise when to come in and get all these done in one go.to consolidate all these payments, custom-ers will be able to sit down with a Post shop staff member and plan how they would coincide. syncing a customer’s payments will mean that they will require less trips to the Post shop, but the trips they make will be more meaningful and empowering.the calendar will also be able to be used for personal events and birthdays. With a birthday list it will be able to help custom-ers keep a centralised birthday list and new Zealand Post will be able to inform custom-ers of up coming birthdays and promote postage and mail for letters/ presents.

m o v i n G h o m e

moving house would be easy, as the ac-count would offer personalised advice on everything you need to move.(hold mail, re-direct mail, change addresses and general advice). Also if people have moved from a flat/house and their mail is still being sent there nZ Post would be able to help you stop that mail coming to you and find their new location. this could be achieved by the mail being sent back to the post shop or dropped off, then a letter would be sent to the per-sons new address informing them of the subscriptions they have not changed.

a C C e s s t o m y p o s t

new Zealand Post customers will have access to myAccount services via the internet and in new Zealand Post shops. in the post shop access will be available in the automised kiosks, packaging centre and myAccount support centre.

t h e a C C o u n t

A myPost account is an individual account that you can set up with new Zealand Post. the account holds your personal details that you are willing to give to new Zealand Post. these details will range from iRd details, electoral enrolment details, Land transport nZ and your addresses. As the account holds these details it means that you do not have to change and inform different companies / organisations if you move house or change contact details. it would become a customised hub of postal information and questions that people may have.new Zealand Post currently has a strong value of trust from Kiwis. With the appro-priate security aspects this service will be valued by Kiwis. in store staff would be able to sit down and talk customer through any part of the account.

example of myContas Page »example of nZ Post homepage »

s t r e n G t h s //

“Where things to do get done” – strong posi- »tion statement for the brands tangible / rational benefit.

Current advertising shows off some of the »range of those things you can do.

A friendly and helpful attitude is communicat- »ed from the staff in current communications.

Kiwi’s have begun to see the change that nZ »Post has undergone.

“send and you shall receive” another strong »position statement to deal with emotive values of the product.

W e a k n e s s e s //

“Where things to do get done” – makes it feel »very rubber stamp.

the current advertising does not jump deep »into the amount of services and how they could be linked thorough myPost and or segmenta-tion.

suggests there is lots of advice, but in prac- »tice this is not there.

Loss of relevance to community and person- »ally.

o p p o r t u n i t i e s //

express the new services that the nZ Post »now offers.

Reintroduce the Post shop to Kiwi’s and say »hi we want to get to know you.

direct mail could help get personally in con- »tact with Kiwi’s again.

singing people up will create a two way dia- »logue which nZ Post would benefit from

use two way media to talk to customers and »promote the new services and help they can now find at the Post shop.

Web presence increase. »

trademe plug in, reach a great cross section »of new Zealanders

t h r e at s //

“Where things to do get done” – makes it feel »very rubber stamp.

emotion of mail may be pushed into back- »ground as it become about sorting you out.

People may not want to ‘get to know’ the post »shop.

B r A n D c o m m u n i c At i o n s s t r At e r gY //

CLIENT

New Zealand Post

INTRODUCTION // BACKGROUND

New Zealand Post has been part of the New Zealand’s communities and infrastructure since

1840. In 1987 the separation of New Zealand Post Limited saw it become concerned only

with postage as its previous banking and telecommunications segments were privatized.

New Zealand Post remains a true Kiwi service, however the bank began to loose its strong

sense of community it used to hold. The local Post shop has become an emotionless place to

go and get your stuff done (I.e. personal bills, LANZ and sending mail or parcels). The Post

shop has lost it importance to the community and has forgotten its rich history of being a

central part of people’s lives.

New Zealand Post will recently undergo major change to its services and the Post Shop en-

vironment. This change will connect with Kiwi’s on an empathetic and customized level by

offering personal accounts. The new service ‘MyPost’ is a personally tailored account, which

will enable people to control their personal details, contacts and bill payments. This is a cus-

tomized service which will empower them to be more organized, save time and have to make

less trips to the Post Shop by converging their jobs. A new environment is being constructed

to make the post shop more inviting and tailored to the different jobs. This has the intent of

removing the long queues and making it a space for customers to work with their needs.

THE BRIEF

Most kiwis use New Zealand Post and the Post Shops often, however the brand has little

rooted values as it has become a blank service that has just become part of our environment.

An advertising campaign is required to re-introduce the New Zealand Post brand to New

Zealanders and local communities. It should inform New Zealanders that the Post Shop wants

to get to know them better to help them get sorted. NZ Post will do this by offering person-

alized accounts and a welcoming / helpful environment.

TARGET AUDIENCE

Most Kiwi’s are already New Zealand Post customers in some capacity. The campaign must be

relevant to all kiwi’s however it could target those who would actually benefit from a more

one-on-one relationship with the Post Shop. This may be people who have alot of different

thing that need to be organized, or those who are in flatting situations and moving semi

regularly. Demographically this would be an audience of 20-50.

SINGLE MINDED PROPOSITION

We’ll get you sorted. ( by getting to know you )

SUPPORT // INSIGHTS

Local Post Shops have lost their connection to communities and their people. The new

»Post Shop is designed to get to know Kiwi’s again.

New Zealand Post has a strong place in New Zealand’s history, although this has been

»lost over the last few years those values are there to be retriggered.

People who now communicate mostly via email and social networking could benefit

»from a contacts management system (a solid place in a virtual world).

The experience and environment of the post shop has drastically changed, The post

»shop is know a place where you get sorted and leave feeling good.

STYLE // TONE

Honest. Kiwi. Holds New Zealand’s interests at heart. Personal. Place in history.

A d v e R t i s ing C A mPA ign bRie f:

B r A n D c o m m u n i c At i o n s s t r At e r gY //

‘We’ll Get You Sorted’Media Strategy

Introducing the new Post Shop.

Interruption mediaMultiple forms of initial contact media will be

Used to communicate the new benefits.

TradeMe - PostageCreate a strong brand relationship with TradeMe byoffering help with online pricing + packaging advice

TradeMe - QuotesGiving users online quotes brings customers into

the Post Shop on a permission basis.

Instore PromotionUtilise staff and the new instore environment to

sign up customers to MyPost.

Print / TV CampaignThe whole campaign will benefit from initial

Adverts that can address NZ Posts core values.

Web AdvertisingThe web media offers easy and permission based

Invitation of two-way communication.Web banners on TradeMe to link with postage

quotes.

Direct MailRelevant media, personalised DM adverts.

Customers can act in their own time.

Direct MailUse customers who have already signed up to

Pass the information on to others via mail.

E-mailUse customers who have already signed up topass the information on to others via e-mail.

Social NetworksUse customers who have already signed up to

pass the information on through social networks.

Two-way mediaFrom initial contact, two-way media should be

fostered to allow information to spread.

med i a s t r at eGy

i n t e r r u p t i o n

interruption is the first part of the cam-paign. tv and Print would be used to ex-press the brands values and to communi-cate the smP, “we’ll get you sorted”. from here multiple communication branches are developed from direct mail and online advertising to promote what can be done at the post shop as well as asking people to sign up to myPost. trademe will be tar-geted, as it can also have an inbuilt quote service for trademe users.

t W o -Way d i a l o G u e

from the direct mail campaign custom-ers would be used to spread the message through their own communication forms such as social networks and e-mail. these created discussions would get new people into the Post shops so that they could sign up with myPost. A trademe inbuilt quote program would generate a significant number of customers entering the Post shop with the interruption communication already having taken place. they may therefore be more open to con-tinuing communication with nZ Post. in store there will be large changes to the structure of the shop, this should create interest from customers from which staff can open discussions in relation to the new services that it know offers.

d i r eC t m a i l – p o s t C a r d

in store free post postcard would be available to customers who have just signed up to myPost or given to children while their parents are busy. As they are free post it just asks people to send a quick message to a friend, which might be appreciated by both the sender and receiver. the twist is that the postcard is the actual dm piece. this enables nZ Post to spread their mes-sage through their customers interactions.

Thanks to New Zealand Post life just got a little easier.Learn about MyPost and is how we’re going to get you sorted. Visit www.nzpost.co.nz/mypost

MyPost

Say hi to a friend.

Posting should be the easy bit. Learn about our easy new TradeMe guaranteed quotes

Not sure about how to send that parcel?

Have you got a couple of cars to register?

WE’LL GET YOU SORTED

Shipping details

> $10 to your Wellington delivery address

> Seller does not allow pick ups

Payment details> NZ bank deposit

> New Zealand post easy pay

> Cash

About the seller

> 100% positive feedback

> Member since Dec 2003

> Seller’s other listing

> Seller’s feedback

Robl33 (399)

We’ll get you sorted

Pick-ups

Shipping &Packaging

Free shipping with New Zealand

Get advice on all the best ways to package and post

New Zealand Post qaurenteed quoteClick here to calcuate packaging cost

Acceptedpaymentmethods

Payment and Shipping

NZ bank deposit

Credit card

Cash

SafeTrader

New Zealand Post Easy-Pay

Other |

Have you got a couple of cars to register?

WE’LL GET YOU SORTED

WE’LL GET YOU SORTED

WE’LL GET YOU SORTED

WE’LL GET YOU SORTED

Are you sending somthing big overseas?

Traveling? Instant travel insurance and change some money over.

Moving house? Easy, get the NZ Post movers help and advice toolkit.

WE’LL GET YOU SORTED

Got heaps of bills to sort out?

t r a d e m e W e B B a n n e r s

the trademe web banner campaign is intended to present viewer with many dif-ferent reasons why they might use new Zealand Post. the different situations would play on a loop within the web banner. the link brings viewers to the mypost website to inform them and engage them with the service.

t r a d e m e Q u o t e s

trademe Quotes is a inbuilt part of trademe which helps both sellers and buyers get the best out posting and packaging bought items. the program takes into account where the seller and potential purchaser (the person who is logged in) are. from the details that the seller enters regarding weight, size and packaging needs the inbuilt quote program displays a nZ Post guaranteed quote. this means that people who are browsing trademe see postage de-tails that are customised to their individual location. for sellers this will make things much easier as they will be able to present their quote number in store and pay the quoted amount.