PUBLICITY KIT
In recognition of the important role that small businesses play in ensuring the economic vitality of our communities and our nation, President George W. Bush and
the Congress of the United States have designated September 15-19, 2003, as National Small Business Week.
This week provides a great opportunity for postmasters to reach out to small businesses in your community to
help those businesses realize and capitalize on the power
and value of the mail to attract new customers and increase profits.
This publicity kit provides you with information and
ideas that will help you plan events to recognize small
businesses in your community during National Small
Business Week and aid sales efforts targeted at this critical segment of the Postal ServiceTM customer base. The
following is a list of information contained in this publicity
kit:
• Implementation Instructions
• Ideas for Local Events
• Employee Stand-Up Talk
• News Release
• Postmaster Remarks
• Thank-You Letter
• Small Business Information Sheet
• Sample Business Letter
• Product Fact Sheets
- Welcome
- Express MailŪ service
- Priority MailŪ service
- Value-Added services
- NetPost Mailing OnlineTM service
- Direct Mail service
- Online Help for Direct Mail
- Global Express GuaranteedTM service
- Global Express MailTM service
- Global Priority MailTM service
You will continue to receive additional items in the mail
throughout the year that will enable you to provide small
businesses in your community with timely information
about products and services that will help you grow the
business.
- Implementation and Outreach,
Pricing and Classification, 8-21-03
Many offices received retail kits containing business-
related posters and brochures for display during our fall
drive period. All offices will receive packages that contain
Small Business brochures, Simple Formulas solution
packets, Simple Shipping packets, and the new Domestic
Mail Manual 200. The contents of the package - along
with these easy-to-follow instructions and business documents - will help you share National Small Business
Week with companies in your community. These kits contain valuable mailing information to help them make maximum use of the mail.
Contained in this kit is a list of suggested National
Small Business Week activities that you can participate
in. Decide which will work best for you and the small businesses in your community, then start planning your activities. Once you have determined the details of your event,
contact your local public affairs representative to help you
distribute the press release template to publicize your activities and draw attention to National Small Business
Week. Also enclosed are remarks you can build on to use
at your event. The next step is preparing a mailing list of
small businesses to invite.
You may already have a mailing list of prospective
small business customers in your community or you may
need to build one. If so, talk with retail and sales associates and carriers in your office to solicit leads for business
owners with whom they come in contact daily. Contained
in this kit is an employee stand-up talk to guide you in that
effort. List the owner/decision maker's name, title, and
mailing address, e-mail, and telephone number. Use the
enclosed chart or create one of your own.
If you know of a particular audience that a specific
small business customer will want to reach via the mail,
think about the products that would best meet their
needs and copy the appropriate Product Fact Sheet included it in this kit. For professional quality reprints,
camera-ready PDF files of the fact sheets can be
obtained on the Postal Service intranet blue page by going to http://blue.usps.gov, clicking Headquarters on the
page, then clicking on Customer Companion under
"Marketing."
Nothing says "You are important to me" more successfully than giving a customer your time and attention. If
possible, personally hand business information kits to
small business customers during your event. Encourage
them to call you with any questions, or to receive additional information on any particular issue or product.
Make sure to follow up with your small business customers after National Small Business Week activities conclude. Enclosed is a sample thank-you letter you can use
to prepare and mail to attendees the week after your
events.
The number of materials needed during National Small
Business Week varies with each Post Office. If you anticipate a huge turnout of business customers or do not have
enough materials on hand for your event, you can order
items via 800-ASK-USPS. If you do not receive all information in time for the event, remember that you can use
information on your mailing list to send or deliver the materials when they arrive.
Be aware that new businesses open every day. You
should always have informational materials on hand for
business customers, and encourage them to use the mail
to grow their business.
One of the easiest, yet most effective, ideas for National Small Business Week is to hold an open house in your
retail lobby. You can coordinate it in the same manner as
the open houses you hold during Customer Appreciation
Week.
An open house will encourage visits by local businesses, especially those interested in learning more
about Postal Service products and services. Many business owners may want to learn how to save money or
gain customers by using the Postal Service. That's why
it's important to have information available, particularly for
our core products. The enclosed Product Fact Sheets will
provide great information on First-Class MailŪ, Priority
Mail, Express Mail, and our Value-Added services. However, be sure to have brochures available. Our brochures
inform customers about products available to help them
grow their businesses, such as using ad mail, and online
services at www.usps.com.
Have employees in your office assist you in identifying
small business owners in your community. Use the Small
Business Information Sheet in this kit to collect the names
and addresses of the owners. Schedule a period during
National Small Business Week to visit the businesses and
provide them with product and service materials.
Use this time to thank them for their contributions to the
community, provide them with your business card, and offer additional assistance by providing mailing solutions.
Be innovative. There are hundreds of ideas that can be
successfully implemented. Keeping the idea simple and
fun is important.
It is also important to share the details with Public Affairs and Communications and Marketing. It could mean
points toward the Chief Marketing Officer's Growth Award
and the Benjamin Award.
September 15-19, 2003, has been designated as
National Small Business Week by President George W.
Bush and the Congress of the United States.
This is a great time to recognize the importance of
small businesses to the economic vitality of our community and our nation. The businesses may be small, but their
impact is huge.
There are over 22 million small businesses in the
United States, representing billions of dollars in Postal
Service revenue and our nation's economy.
It also is a great opportunity to reach out to small businesses in our community to help them learn to use the
mail to grow their businesses. Not only could those 22 million small companies and organizations bring in new customers, increase sales with their current customers, and
save time and money if they knew how to take advantage
of the mail, but they could generate as much as $22 billion
in new revenue for the Postal Service. That's a win-win
situation for all of us.
We're going to do both - hold National Small Business Week activities and reach out to our small business
customers. We're going to use the week to say "thank
you" to our business customers and help them become
even more successful by using the mail.
For our [IDENTIFY YOUR ACTIVITY, INCLUDING
THE DATE AND TIME] to be a success, we need to identify the small businesses in our community and invite
them to attend. We can use your help.
Think about the small businesses you serve each day,
particularly the ones that depend on customers coming to
their location to purchase products or services, especially
stores and shops that don't seem to send much advertising mail, but could benefit by doing so. Mechanics, flower
shops, local markets and pharmacies, even business
consultants and designers working from their s. Jot
down the name and address of the business and the
name of the owner or manager and give them to us. We
will use these names to put together a mailing list of
people to invite - people who could benefit from coaching tips on how to use the mail to succeed and who can
bring in more mail, more revenue, and more security for
the Postal Service of the future.
###
FOR IMMEDIATE RELEASE Contact: [INSERT YOUR NAME]
[INSERT DATE] [INSERT YOUR PHONE NUMBER]
Internet: www.usps.com
NEWS RELEASE
Postal Service Salutes Local Businesses During National Small Business Week
[INSERT CITY AND STATE IN CAPITAL LETTERS] - [CITY] Postmaster [NAME] has invited
the city's business community to join [HIM/HER] [DATE, LOCATION OF THE EVENT] to celebrate
National Small Business Week, which runs September 15-19.
"Small businesses are the cornerstone of our community," said [NAME OF POSTMASTER]. [HE/SHE] adds, "They provide jobs, paychecks, and tax dollars that are important to the economic vitality
of [INSERT NAME OF CITY OR COMMUNITY] and our nation. This event is the Postal Service's
way of saying thanks."
[INSERT DESCRIPTION OF THE EVENT, INCLUDING THE DATE, TIME, AND LOCATION]
"Small businesses are our partners," [INSERT NAME] said. "Many small businesses use the mail
as a part of their administrative and marketing operations. We want to show other business owners
how they also can use the mail to drive sales and revenue, save time and reduce costs."
# # #
POSTMASTER REMARKS
Thank you for coming today
I'm [INSERT YOUR NAME], Postmaster of [INSERT NAME OF CITY OR COMMUNITY].
Welcome to our National Small Business Week celebration.
We are here today to recognize the small business owners of [INSERT NAME OF CITY OR
COMMUNITY]. We appreciate everything you do for this community. And that is a lot!
You feed us. You clothe us. You keep our cars and lawnmowers running, our money safe, and
fresh flowers on the table to brighten up our lives. You also provide the jobs, paychecks and tax dollars that keep the community and our nation running.
The [INSERT NAME OF CITY OR COMMUNITY] Post Office especially appreciates the partnership we have with you. Many of you conduct business using the mail. You advertise, you pay your
bills, you fulfill orders. We thank you for your business, and want to do everything we can to help you
be successful.
We have some packets of information highlighting Postal Service products and services that can
help you build your customer base, increase sales and save time and money.
Please let me know if you have questions, or if there is anything we can do to help you grow your
business.
Thank you for coming.
# # #
THANK-YOU LETTER
[INSERT DATE]
[INSERT YOUR NAME, TITLE]
[INSERT NAME OF BUSINESS OR ORGANIZATION]
[INSERT STREET ADDRESS]
[INSERT CITY, STATE, ZIP+4]
Dear [INSERT TITLE AND NAME]:
Thank you for taking part in our National Small Business Week activities. My fellow Postal Service
employees and I appreciate your visit and your contributions to our community.
It was also a pleasure getting to know you, and your business, better. Each day, millions of businesses
like yours use the mail to attract new customers and increase sales. I am confident that the mail can grow
your business too.
Please let me know if my staff or I can provide additional information, or help in any other way.
Sincerely,
[SIGN]
[INSERT POSTMASTER'S NAME]
Postmaster
U.S. Postal Service
[INSERT CITY, STATE, ZIP+4]
Enclosure
Small Business Information Sheet
|
Contact Name and
Business
|
Business Name
and Business Type
|
Telephone
Number
|
E-mail Address
|
Material Provided
|
Follow-Up
Call/Visit Date
|
| blank |
blank |
blank |
blank |
blank |
blank |
| blank |
blank |
blank |
blank |
blank |
blank |
| blank |
blank |
blank |
blank |
blank |
blank |
| blank |
blank |
blank |
blank |
blank |
blank |
| blank |
blank |
blank |
blank |
blank |
blank |
SAMPLE BUSINESS LETTER FOR SENDING ADDITIONAL INFORMATION
[INSERT DATE]
[INSERT YOUR NAME, TITLE]
[INSERT NAME OF BUSINESS OR ORGANIZATION]
[INSERT STREET ADDRESS]
[INSERT CITY, STATE, ZIP+4]
Dear [INSERT NAME]:
Enclosed is information you requested on the Postal Service's product offerings. This information
explains how you can use the mail to attract new customers, increase profits and save time and money
in the process.
Millions of businesses nationwide, large and small, use these techniques to drive sales and revenue
growth. I am confident they also will work for you.
Frequently, the more we learn, the more we want to know. Please feel free to call me at [INSERT
TELEPHONE NUMBER] if you have questions or would like more information on a particular Postal
Service product or business need. I look forward to hearing from you.
Sincerely,
[SIGN]
[INSERT POSTMASTER'S NAME]
Postmaster
U.S. Postal Service
[INSERT CITY, STATE, ZIP+4]
Enclosure
THINK INSIDE THE MAILBOX
Sending mail to your customers brings business to you.
Almost every day, every customer you have and want goes to the mailbox. They
look for bills that have to be paid, letters from kids at school, and news
and information. Additionally, people want products, services and ideas that
can make their lives better. The mail actually can help them decide to get
those products, services and ideas from you.
The mail can help any kind of business grow
If you can write a letter, you can build your business. You can drive traffic
into your store, find clients for a service, get people excited about a new
product, and even make your existing customers more loyal -all through the
mail.
It's not hard. It can be as easy as a letter announcing that the fall fashions
have come in. Or as simple as a postcard that tells your best customers -the
customers on your mailing list -that they can take advantage of sale prices
a day early. Are you a professional or a consultant? A regular newsletter about
developments in your field keeps you top-of-mind with customers. And reminds
them that you are a leader.
Mail is flexible
Unlike other media that literally "box you in" to a space, there
is no limit to how you can use the mail. You can send simple letters, brochures,
and postage-paid reply cards. Or you can add unusual items to the envelope
for more impact. A flower shop could send rose petals. A fabric store could
turn leftover strips of material into samples, just by putting them into an
envelope and sending them to customers. Let your imagination run wild.
The mail also lets you control the timing of your message. A gardening store
can let its best customers know in advance when the tomato plants are expected
to arrive. A pediatrician can remind parents when camp checkups or school inoculations
have to be completed.
The mail also lets you be very personal, talking to a customer's specific
need. A postcard, for instance, may remind car owners that it's time for an
oil change. This is as much customer
service as it is a traffic builder for your business.
We are here to help you
The Postal Service has an array of products and services that will meet your
mailing and advertising needs. Stop by your local Post Office today, or visit
us online at www.usps.com, to learn how you can use the mail to build brands,
attract customers, and add profit to your bottom line.
|
