E-Stamp Launches Campaign Aimed at Small Businesses

Internet postage company E-Stamp Corp. launched a brand marketing campaign designed to position the company as the Internet postage provider for small office and home office (SOHO) businesses.

The company said it intends to spend 65 percent of its IPO earnings ($126 million) on branding, marketing and customer acquisition.

The integrated campaign uses national TV advertising , business and trade print advertising, banner advertising, online sweepstakes and promotions, direct marketing programs and in-store point-of-purchase at retail.

E-Stamp also appointed experienced brand marketer Rebecca Saeger, former executive vice president, brand marketing, Visa U.S.A., to its board of directors.

E-Stamp worked with its advertising agency, Butler, Shine and Stern to develop its national TV and cable advertising campaign. Buys include national network and cable prime time news shows ranging from CNBC and CNN to the Discovery Channel.

“Our E-Stamp advertising uses a humorous, ‘product as hero’ approach to demonstrate exactly how the convenience of E-Stamp’s Internet postage solution saves time by allowing a customer to go online to buy postage, rather than standing in line at the post office,” said Greg Stern, president of Butler, Shine and Stern.

Print and radio buying has been focused on E-Stamp’s top 10 markets: San Francisco, Washington D.C., New York, Seattle, Baltimore, Boston, Los Angeles, Chicago, San Jose and Denver.

The company recently expanded its print campaign to include national magazine ad placements. Online banner advertising supports the direct marketing promotions; specific buys were not disclosed.