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

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

“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.

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