PUBLICITY KIT

Heroes of 2001 Semipostal Stamp

Events and Publicity

On June 7, 2002, the U.S. Postal Service will issue the Heroes of 2001 semipostal stamp. The stamp will go on sale nationwide that day. This new stamp is expected to remain on sale through December 31, 2004, and will be sold for 45 cents. All sales of this semipostal stamp must be recorded in AIC 087. The difference between the sales price and the underlying First-Class MailŪ rate constitutes a contribution to provide assistance to the families of the emergency relief personnel killed or permanently disabled in the line of duty in connection with terrorist attacks on September 11, 2001. It is the second semipostal stamp the Postal Service has issued - the first being the Breast Cancer Research semipostal stamp that remains on sale until December 31, 2003.

Public Law #107-67 requires that funds raised from the sale of the Heroes of 2001 semipostal stamp (net of the Postal Service's reasonable costs) be transferred to the Federal Emergency Management Agency (FEMA) to provide assistance to the families of the emergency relief personnel killed or permanently disabled in connection with the terrorist attacks of September 11, 2001.

There are many ways to generate local interest in this very special Heroes of 2001 stamp. Following are some methods to capture customer and media attention.

Stage a Kick-Off Event

Invite employees, local firefighters, emergency medical technicians (EMTs), law enforcement personnel, local politicians, chamber of commerce members, and others to make public purchases of the Heroes of 2001 stamp and to mail letters using the stamp.

Other Event Ideas

(Remember, when planning events, make sure stamps are available.)

• Develop a "Celebration of Life," "Remembrance," or "Heroes" wall at your Post Office and invite EMTs, law enforcement people, firefighters, and/or family members to display a red, white, and blue ribbon in honor of our heroes.

• Plan an event at the local fire or police station or other public location and include a display of an enlargement of the new stamp. Invite appropriate speakers and/or present special awards to a local hero or heroes.

• Present a framed enlargement of the new stamp to your local fire, EMT, or police department.

• The Postal Service employs approximately 800,000 people, many of whom donate their time as EMTs, National Guardsmen, or volunteer firefighters. Recognize your local postal "heroes" at ceremonies. Ask Congressional, civic, and community leaders to participate.

• Hold ceremonies to welcome the men and women of your community who served in Afghanistan.

• Coordinate groups of children - children of postal employees, YMCA camps, Boy Scout and Girl Scout troops, etc., to write thank-you letters or notes to local police, EMTs, or firefighters. Have the children place the Heroes of 2001 semipostal stamps on their letters and drop them in the mailbox at the Post Office. (Photo opportunity.)

• Coordinate an essay-writing contest or art contest for children using the Heroes of 2001 theme. Get local newspaper editors to judge essays and select winners. Have local art teachers from community schools judge art entries. Invite winners of those contests to your ceremonies, recognize their work, and present them with a sheet of stamps or philatelic collectible. Display their work in your lobby.

Implement any of these ideas, or brainstorm with your employees to come up with ideas of your own. Using the publicity materials in this kit, be sure to publicize each and every event to your local newspaper, radio stations, and television stations. Send a letter or press release, and then follow up with a phone call.

Suggested Participating Organizations

Local FEMA Offices
FEMA Headquarters
202-646-2500
www.fema.gov

US Fire Administration (part of FEMA)
www.fema.gov (click on US Fire Admin.)

FRATERNAL ORDER OF POLICE ASSOCIATES
PO BOX 9124
WARWICK RI 02889-0124
401-738-1525
www.grandlodgefop.org

INTERNATIONAL ASSOCIATION OF FIREFIGHTERS
DEPARTMENT OF PUBLIC RELATIONS AND
COMMUNICATIONS
1750 NEW YORK AVENUE NW
WASHINGTON DC 20006-5395
www.iaff.org

INTERNATIONAL ASSOCIATION OF FIRE CHIEFS
4025 FAIR RIDGE DRIVE
FAIRFAX VA 22033-2868
703-273-0911
www.iafc.org

Stamp Artwork

To obtain stamp artwork, including color transparencies and enlargements, contact:

DODGE COLOR
4827 RUGBY AVE STE 100
BETHESDA MD 20814-3028

301-656-0025

Please plan ahead and allow enough time for production and shipping.

Important Reminders

Funds from the sale of the Heroes of 2001 semipostal stamp will be used to provide assistance to the families of the emergency relief personnel who were killed or became permanently disabled in the line of duty in connection with the September 11, 2001, terrorist attacks.

All sales for the Heroes of 2001 stamp must be recorded in AIC 087.

Event Planning Checklist

When planning Heroes of 2001 stamp events, keep the following suggestions in mind:

• Begin planning immediately.

• Set a date.

• Secure participants (business customers, postal employees who are heroes or have a tie to the tragedy, local politicians, celebrities, etc.).

• Order enlargements of the stamp image, flyers, and other supplies for the event.

• Prepare the special pictorial cancellation provided in this kit.

• Secure staging and sound equipment, if applicable.

• Plan signage, including a podium sign and banners.

• Launch a local publicity campaign using the materials in this kit.

• Draft a sequence-of-events agenda and speaker remarks.

• Plan retail opportunities encouraging sales of the stamp.

• Prepare ceremony programs and invitations, if applicable.

• Send news clippings to your area Public Affairs and Communications manager.

Heroes of 2001 Stamp Pictorial Cancellation

The Postal Service has authorized one pictorial cancellation design for field use to help spread awareness about the Heroes of 2001 semipostal stamp. Post Offices planning events are encouraged to use the design depicted below. Offices can offer this cancellation through mail-back service for 30 days.

As a reminder, the Postal Service must endeavor to make all unusual postmarking services widely known to collectors through advance publicity to avoid limiting the availability of these postmarks. Therefore, all pictorial cancellations must be reported to Stamp Services before local events. Please use the announcement form on page 13 to report your use of the cancellation.

Guidelines for Finalizing Heroes of 2001 Station Pictorial Cancellation Art

To finalize the Heroes of 2001 Station pictorial cancellation art (see below), insert the date and the city, state, and ZIP Code of the physical location of your event within the postmark circle. Overall dimensions of the pictorial cancellation must not exceed 4 inches horizontally by 2 inches vertically. Collectors prefer the dimensions 3 1/2 inches by 1 inch.

* Agreement not yet fully executed.

Licensing: Heroes of 2001 Pins for Sale

Use of the Heroes of 2001 stamp image remains highly restricted. The Postal Service has now been granted the right to use the image on pins for Postal premiums.

The pins are not for resale.

You can order the pins using authorized Postal Service purchase methods from the following list of official licensees. If you have any questions on pricing, quantity, and so forth, please directly contact the companies listed at the top of this page.

If you have any questions on how to obtain other offic- ially licensed Postal Service products, please contact Tiffani St.Cloud at 202-268-8116 or send an e-mail to licensing@usps.com.

Questions and Answers

How many Heroes of 2001 stamps will be printed?

The Postal Service will print 205 million self-adhesive Heroes of 2001 stamps.

How is this stamp different from other postage stamps?

The Heroes of 2001 stamp, also referred to as a "semipostal," is the second U.S. stamp in history to have its net proceeds above postage (and the Postal Service's reasonable costs) earmarked for a specified cause. The first semipostal was issued as a result of legislation enacted in 1997 to benefit breast cancer research.

Why is a semipostal stamp being issued to provide assistance for families of emergency relief personnel killed or permanently disabled in connection with terrorist attacks of September 11, 2001?

Public Law #107-67 directs the Postal Service to issue the stamp. The legislation instructs the Postal Service to transfer the funds available from the sale of the semipostal to FEMA.

How much does the Heroes of 2001 stamp cost?

The price of the Heroes of 2001 stamp is 45 cents and is valid for postage in the amount of the First-Class Mail single-piece, first-ounce letter rate in effect at the time of purchase, which is currently 34 cents. The difference between the price of the stamp and the First-Class Mail postage rate (minus Postal Service costs) will be transferred to FEMA.

Who receives the money?

Funds will be transferred to FEMA to provide assistance to the families of emergency relief personnel killed or permanently disabled in the line of duty in connection with the terrorist attacks of September 11, 2001.

Who designed the Heroes of 2001 Stamp?

The art director is Derry Noyes. The photograph is by Thomas E. Franklin of the Bergen Record newspaper.

Has the Postal Service issued other stamps to promote social or health-related causes?

Yes. For six decades, the Postal Service has issued new stamps to help raise awareness of a variety of health and social issues including prostate cancer awareness, organ and tissue donation, hospice care, drug abuse, AIDS awareness, and environmental conservation. However, none of those were semipostal stamps.

Where will the stamp be available for sale?

The Heroes of 2001 stamp may be purchased at Post Offices, in vending machines in postal and non-postal locations, by calling toll-free 800-STAMP-24, and by accessing the Postal Service Web site at www.usps.com.

When does the stamp go off sale?

The stamp may remain on sale no later than December 31, 2004.

Service Talk

The Postal Service, through its commemorative stamp program, has a long history of promoting awareness about a multitude of social causes that affect people throughout the United States and around the world.

On July 29, 1998, we issued our nation's first semipostal stamp, the Breast Cancer Research stamp, which is scheduled to be sold through December 31, 2003.

The Heroes of 2001 stamp was developed to provide assistance for families of emergency relief personnel killed or permanently disabled in the line of duty in connection with the terrorist attacks of September 11, 2001. We recommend that you bring these stamps to your customers' attention and ask them to consider purchasing the Heroes of 2001 stamp to use on their mailings.

To review, here's how sales must be handled:

• The Postal Service must track the exact number of stamps sold. The Heroes of 2001 stamp must be sold for 45 cents under AIC 087. The Breast Cancer Research stamp will continue to be reported in its separate AIC number.

• The stamp is valid for postage equal to the First- Class Mail first-ounce letter rate in effect at the time of purchase. Customers may have to be reminded that the stamp is good for 34 cents postage, not 45 cents. The difference consists of a tax-deductible contribution.

• Every Post Office must have Heroes of 2001 stamps available for sale. Each person responsible for ordering and maintaining stamp stock must make certain their office has adequate supplies of these stamps.

• If your customers indicate they want this stamp but do not want to pay the purchase price (45 cents), please remind them that the Postal Service must, by law, collect the extra amount above postage. Use of semipostal stamps is voluntary. Offer your customer an alternative stamp to purchase if they elect not to make a contribution.

• Advise customers interested in donating without buying the stamp that they can do so through local or national charitable organizations.

• Give all customers a receipt. For retail offices that cannot provide the customer with a POS ONE or IRT receipt, use PS Form 1096, Receipt (see page 6).

• This self-adhesive stamp can be sold individually over the counter. Each pane has been specifically die-cut for that purpose.

• Vending Packets: Effective May 29, 2002, the Heroes of 2001 stamp vending packet, Item 367400, will be released for sale, will be priced at $4.50, and will be sold from vend "D3" (168 vends) in all multi- commodity machines in service, specifically the PCM-1625A and PCM-1625B. This stamp will remain on sale through December 31, 2004. Product identifiers have been created and can be downloaded from the Self Service web site at http://retail.usps.gov/html/programs/selfservice.html. Each packet will contain 10 Heroes of 2001 semipostal stamps, one PS Form 1096, and one sheet of instructions for completing PS Form 1096.

Thank you for your help in promoting the Heroes of 2001 stamp with our customers.

Retail Information - Postal Store

The Heroes of 2001 stamp, as well as future Breast Cancer Research semipostal stamps, will be packaged for postal stores on a new specific "semipostal" backer card. A receipt form will be printed directly on the backer card with instructions on how to correctly compute the tax-deductible portion of this purchase. An automatic distribution of the Heroes of 2001 stamp will be made to the postal stores as well as to the stamp distribution offices (SDOs). This stamp will be available for reorder from Minnesota Diversified Industries (MDI) by the SDOs and the Albuquerque postal stores. Distribution of this stamp will not be made to SDOs until first day of issue date is announced.

Taxpayers who purchase a Heroes of 2001 semipostal stamp from the Postal Service are entitled to treat as a charitable contribution the difference between the price of the Heroes of 2001 stamp, and the price of regular First- Class Mail postage. All sales of the Heroes of 2001 stamp must be tracked under AIC 087.

Cash Receipts: Postage and Fees Refunds for Semipostal Stamps

Customers may exchange or convert semipostal stamps for their postage value (i.e., the price of the stamps less the contribution amount) to the extent that exchange or conversion of postage stamps is permitted under Domestic Mail Manual P014, Refunds and Exchanges. The postage the customer exchanges or converts is equal to the First-Class Mail single-piece rate in effect at the time of exchange. However, if the customer provides a receipt showing the date of purchase, the postage exchanged or converted is equal to the First-Class Mail single-piece rate in effect at the time of purchase. The contribution amount is not refundable and is not included in the exchange or conversion value.

POS

All sales of the Heroes of 2001 semipostal stamp must be tracked under AIC 087.

Vending Packets

Effective June 7, 2002, the Heroes of 2001 stamp vending packet, Item 367400, will be priced at $4.50 and will be sold from vend D3 (168 vends) in all multi-commodity machines in service, specifically the PCM-1625A and PCM-1625B. Product identifiers have been created and can be downloaded from the Self Service web site at http://retail.usps.gov/html/programs/selfservice.html. Each packet will contain 10 Heroes of 2001 semipostal stamps, one PS Form 1096, Receipt, and one sheet of instructions for completing PS Form 1096.

Letter From Department of the Treasury

The letter on page 7 is from the Internal Revenue Service. It explains that the difference between the price of the Heroes of 2001 semipostal stamp and the price of regular First-Class Mail postage will be treated as a tax-deductible charitable contribution.

Advertising Plan

In order to maximize awareness of the Heroes of 2001 stamp, the Postal Service has developed an advertising and promotional plan to support the issuance of this stamp. This plan uses national, local, and retail initiatives to create awareness and to generate sales of the stamp.

National advertising initiatives include placing print ads in Parade, USA Weekend, and USA Today. Other initiatives include placing local print ads in The New York Times, The Washington Post, Smithsonian Museum Guide, The Hill, Roll Call, CQ Weekly, Federal Times, and Stars and Stripes. All of the elements will include the stamp design, description of the program, and a call to action for consumers to purchase the Heroes of 2001 stamp at their local Post Office or by calling 800-STAMP-24.

Retail

Post Offices will receive the following in-store messaging components to support the issuance of the Heroes of 2001 semipostal stamp in early June. They are a lobby poster and a counter easel with take-one brochure.

The poster, counter easel, and take-one brochures will be shipped directly to Post Offices along with specific placement instructions.

PS Form 1096, April 1998, Receipt

[D-Link]

FOR IMMEDIATE RELEASE Contact: [INSERT YOUR NAME]
[INSERT DATE] [INSERT YOUR PHONE NUMBER]
Internet: www.usps.com

MEDIA ADVISORY/PHOTO OPPORTUNITY

[CITY NAME] Post Office Invites Community to Honor the Heroes of 2001

WHAT: To provide assistance to the families of the emergency relief personnel killed or permanently disabled in the line of duty in connection with the September 11, 2001, terrorist attacks, the U.S. Postal Service is challenging its employees and local citizens to use the Heroes of 2001 postage stamp on their cards and letters. [BRIEFLY DESCRIBE EVENT ACTIVITIES]

WHO: [LIST NOTABLE EVENT PARTICIPANTS, PERFORMERS, ETC.]

WHEN: [LIST DATE AND TIME]

WHERE: [LIST EXACT STREET LOCATION]

DETAILS: The Heroes of 2001 is the second semipostal stamp issued by the U.S. Postal Service. This new stamp will be issued nationwide on June 7, 2002, and will be on sale no later than December 31, 2004. Funds raised from the sale of the Heroes of 2001 semipostal stamp (net of the Postal Service's reasonable costs) will be transferred to the Federal Emergency Management Agency to provide assistance to the families of the emergency relief personnel killed or permanently disabled in the line of duty in connection with the September 11, 2001, terrorist attacks.

CONTACTS: [LIST NAMES AND TELEPHONE NUMBERS OF POSTMASTER AND/OR AREA PUBLIC AFFAIRS AND COMMUNICATIONS MANAGER]

# # #

FOR IMMEDIATE RELEASE Contact: [INSERT YOUR NAME]
[INSERT DATE] [INSERT YOUR PHONE NUMBER]
Internet: www.usps.com

[CITY NAME] Post Office Invites Community to Honor Local Heroes;

Postal Service Issues Heroes of 2001 Fundraising Stamp

[CITY AND STATE] - As a result of recently enacted legislation, the [NAME] Post Office has joined a nationwide campaign to provide assistance to the families of the emergency services personnel killed or permanently disabled in the line of duty in the September 11, 2001, terrorist attacks. Employees of the Post Office are encouraging the use of the Heroes of 2001 semipostal stamp.

The Heroes of 2001 semipostal stamp is the second in U.S. history to have its net proceeds above postage (and the Postal Service's reasonable costs) earmarked for specified purposes.

"The self-adhesive Heroes of 2001 semipostal stamp is now available," said Postmaster [FIRST AND LAST NAME]. "The Postal Service has a proud tradition of issuing stamps to help raise awareness of social issues. This stamp continues our active role in helping members of affected communities. We encourage everyone to purchase and use the stamp on your cards and letters."

[INSERT ONE PARAGRAPH DESCRIBING THE STAMP EVENT THAT TOOK PLACE OR WILL TAKE PLACE AT YOUR LOCAL POST OFFICE OR OTHER LOCATION]

The 45-cent, self-adhesive Heroes of 2001 semipostal stamp is valid for postage at the current First-Class Mail, first-ounce letter rate in effect at the time of purchase (currently 34 cents), with the differential (less the Postal Service's reasonable costs) going to the Federal Emergency Management Agency to provide assistance to the families of emergency relief personnel killed or permanently disabled in the line of duty in connection with the September 11th terrorist attacks. The 11-cent differential consists of a tax-deductible contribution.

The Breast Cancer Research semipostal stamp is the first stamp in U.S. history to have its net proceeds earmarked for a specific cause. To date more than $25 million has been raised for breast cancer research.

Both the Heroes of 2001 stamp and Breast Cancer Research stamp are available for purchase at Post Offices across the country, by toll-free telephone orders at 800-STAMP-24, and by online orders at the Postal Store at www.usps.com.

# # #

Area Public Affairs and Communications Managers

RALPH STEWART
MANAGER PUBLIC AFFAIRS AND COMMUNICATIONS
EASTERN AREA US POSTAL SERVICE
615 CHESTNUT ST 15TH FLOOR
PO BOX 40593
PHILADELPHIA PA 19197-0593
215-931-5054

JIM MRUK
MANAGER PUBLIC AFFAIRS AND COMMUNICATIONS
GREAT LAKES AREA US POSTAL SERVICE
244 KNOLLWOOD DR 4TH FLOOR
BLOOMINGDALE IL 60117-2208
630-539-6565

DIANE TODD
MANAGER PUBLIC AFFAIRS AND COMMUNICATIONS
NY METRO AREA US POSTAL SERVICE
421 EIGHTH AVE RM 5114
NEW YORK, NY 10199-9681
212-330-3167

DAVID MAZER
MANAGER PUBLIC AFFAIRS AND COMMUNICATIONS
PACIFIC AREA US POSTAL SERVICE
7001 S CENTRAL AVE ROOM 364A
LOS ANGELES CA 90052-9641
323-586-1212

DEBRA HAWKINS
MANAGER, PUBLIC AFFAIRS AND COMMUNICATIONS
NORTHEAST AREA US POSTAL SERVICE
6 GRIFFIN RD N
WINDSOR, CT 06006-9876
860-285-7265

HELEN SKILLMAN AND DEBORAH YACKLEY
PUBLIC AFFAIRS AND COMMUNICATIONS
CAPITOL METRO US POSTAL SERVICE
10320 LITTLE PATUXENT PKWY STE 308
COLUMBIA MD 21044-5210
202-268-3053

SCOTT BUDNY
MANAGER PUBLIC AFFAIRS AND COMMUNICATIONS
WESTERN AREA US POSTAL SERVICE
1745 STOUT ST STE 1075
DENVER CO 80299-7500
303-313-5125

DAN DE MIGLIO
MANAGER PUBLIC AFFAIRS AND COMMUNICATIONS
PACIFIC AREA US POSTAL SERVICE
390 MAIN STREET STE 200
SAN FRANCISCO CA 94105-8000
415-536-6490

CESTA AYERS JR.
(A) MANAGER PUBLIC AFFAIRS AND COMMUNICATIONS
SOUTHWEST AREA US POSTAL SERVICE
7800 N STEMMONS FREEWAY
DALLAS TX 75247-4220
214-819-8748

EARL C ARTIS JR
MANAGER PUBLIC AFFAIRS AND COMMUNICATIONS
SOUTHEAST AREA US POSTAL SERVICE
225 NORTH HUMPHREY BLVD
MEMPHIS TN 38166-0832
901-747-7544

Government Relations Managers and Representatives

- Community Relations,
Public Affairs and Communications, 5-16-02