What might the future hold for the humble postal stamp? The financially challenged U.S. Postal Service is paying a New York consulting firm named Faith Popcorn’s BrainReserve more than a half-million dollars to find out.
“Who will be buying stamps in 2019, 2024 and 2034? What will they be used for?,” reads the company’s description of the $566,000 task order awarded last month. “How can we embed innovation and new thinking into stamps, to engage America’s coming generations and the [USPS’s] existing and new customers?”
After starting the job early last month, BrainReserve–whose website touts its consulting specialty as “applied futurism”–is supposed to finish up work by mid-October, the statement indicates. Faith Popcorn, the company’s CEO, is billing the Postal Service at an hourly rate of $836. Labor fees for other BrainReserve staff involved in the project range from $91 to $334 per hour.
According to the description, a copy of which was obtained by Federal Times, BrainReserve is to devise strategies both to slow the “predictable decline” in stamp use and to “reinvent and reimagine” stamp relevance to promote growth. While sales of the adhesive-backed paper squares and rectangles have been steadily waning as Americans turn to the Internet to pay bills and stay in touch, they still garner $8 billion annually for the Postal Service, the company says.
“This is a complex, multi-dimensional issue,” it concludes. “The methodology requires in-depth investigation, analysis and ideation in order to Trend-correct the current decline in USPS Stamp volume and begin to structure powerful mechanisms for growth.”
A BrainReserve employee referred questions to the Postal Service, where spokeswoman Toni DeLancey said the firm was hired in January under a competitively awarded indefinite-delivery/indefinite-quantity contract to support product innovation and brand management. BrainReserve, which had not previously done business with the Postal Service, was founded in 1974 and has worked for American Express, Campbell Soup Co. and other Fortune 500 firms, DeLancey said in an email.
It is “important to note,” she added, that BrainReserve’s “statements of work” for this and other assignments are not USPS documents. The “terms and conditions of any task order awarded may be different from what is reflected in these documents.” Nagisa Manabe, the Postal Service executive vice-president in charge of sales and marketing, was not available for an interview late last week.
The stamp project is one of five task orders that BrainReserve has so far received, DeLancey said. Another is an almost $1.1 million endeavor to explore the possibility of using letter carriers to provide paid home visitation services to the elderly and ill. Those services could include a daily personal visit and regular checks to make sure that customers are using medical devices or taking prescribed medications, according to the company statement of work for that task order.
Since its founding, the Postal Service has connected people, often going beyond the call of duty to provide “caring personal connections in times of crisis,” the document adds. The home visit concept “builds upon and formalizes this powerful aspect of the USPS heritage.”
At the National Rural Letter Carriers’ Association, one of two unions representing the workers who would play a central role in any such visitation program, a spokesman said the group is not currently involved in the project, but would “very much” like to be. Efforts to get comment from the National Association of Letter Carriers were unsuccessful.
For anyone who’s interested, you can check out the statements of work for the two task orders here.