PUBLICITY KIT
Postal Service employees can find an electronic version
of the National Stamp Collecting Month publicity kit on the
Intranet at http://blue.usps.gov; click on Postmaster's Toolkits. That electronic version makes it easy to complete the
fill-in-the-blank materials included in the kit.
October is National Stamp Collecting Month (NSCM) -
slithering to a Post OfficeTM near you!
In October, the Postal ServiceTM is bringing new life to
some of the "creepiest," "crawliest," and now "stickiest" reptiles and amphibians found in the United States. It is all part
of NSCM, the Postal Service's national campaign designed
to give the world's most popular hobby a boost by attracting
people of all ages to the educational and interesting world
of stamp collecting. The 37-cent, self-adhesive Reptiles
and Amphibians commemorative stamps are this year's
featured stamps.
The official first day of issue ceremony for the stamps
will take place October 7 at the San Diego Zoo in San
Diego, California. The stamps will go on sale nationwide
October 8.
The Reptiles and Amphibians stamps are expected to
be very appealing to youngsters because previous stamps
illustrated on computer by Steve Buchanan - the Insects
and Spiders and Carnivorous Plants stamps - were some
of the most popular stamps issued in recent years.
Local newspapers, radio stations, and television stations are more likely to cover NSCM events and promotions
when children play an active role and when there are highly
visual and compelling activities taking place. Increased
media coverage should interest more people in stamp collecting and can generate more sales of commemorative
stamps. Here are ways you can capture a reporter's
attention:
• Celebrate NSCM with employees and their families,
stamp collecting club members, school children, and
congressional, civic, and community leaders. Develop an attractive exhibit and establish a different
stamp theme for each week in October. In addition to
the Reptiles and Amphibians stamps, focus on current stamps and the wide variety of subjects they represent. Consider asking customers to share portions
of their stamp collections in your exhibit.
• Encourage the media to take advantage of photo opportunities on the opening day of the exhibit. To accompany the article about NSCM, the media can take
pictures of employees and community members setting up the exhibit.
• Stage a local dedication ceremony for the Reptiles
and Amphibians stamps, and ask local schools,
youth organizations, and congressional, civic, and
community leaders to participate in your ceremony.
• Replicate the national first day of issue ceremony by
having your event at the nearest zoo, animal refuge,
or similar attraction. Invite zoo officials and other
experts to give brief lectures and wildlife
demonstrations.
• Encourage schools to establish a "pen pal" program
with children in similar-sized towns in other nations to
exchange greetings and stamps around the globe.
• Advertise NSCM in your community. Give presentations and workshops to local elementary schools, library reading clubs, and community organizations.
Reach out to customers representing the diversity of
cultures in your community. Partner with local philatelic organizations that may sponsor local stamp collecting fairs or exhibits. Offer to speak at events,
conduct workshops, or organize volunteers from
among your staff to help.
• Encourage local elementary school groups or youth
groups to tour your Post Office for a behind-the-
scenes view of how stamps are canceled and how
mail is sorted and delivered to national and international destinations.
• Help local after-school programs set up stamp collecting clubs. Ask a local stamp collector to set up a
display of stamp collecting tools and philatelic materials, such as tongs, magnifier, perforation gauge,
albums, first day covers, and so forth. Go online to
the American Philatelic Society's Web site at
www.stamps.org to find local chapters and affiliates
that might be willing to help.
• Begin a "Start Collecting Stamps" box. Set up a large
box or fishbowl in which customers can put used
stamps. Make a sign inviting anyone who wants to
become a collector to take a stamp from the box.
• Set up a "Stamp Swap" bulletin board where stamp
collectors can post their wish lists, trade collecting information, and announce club meetings.
Implement any of these ideas, combine them, or brainstorm with your employees to come up with your own ideas.
Please publicize each event to your local newspaper and to
radio and television stations using press releases, media
advisories, and letters to the media contained in this publicity kit. Don't forget to make follow-up telephone calls.
The 2003 NSCM poster has been created for classrooms that has reverse-panels to be photocopied that engage students in creating their own "Creepy Things" stamp
album to promote stamp collecting. This poster will be distributed to more than 240,000 classrooms, local libraries,
and youth organizations across the country. In addition,
there are lesson plans for teachers online that focus on this
stamp issue. These lesson plans can be found at
www.usps.com/communications/community/nscm.htm and
can be downloaded for printing. Post Offices will also receive a copy of this poster for their information should they
receive inquiries. Supplies were limited and additional copies are not available.
A philatelic product was produced for this year's campaign. It is the Reptiles and Amphibians print, Item 454967.
This print is an 11 x 14 inch metallic print with a strip of five
Reptiles and Amphibians stamps affixed. The print, which
sells for $12.95, will be available for sale October 7, via
800-STAMP-24, or online at www.usps.com/shop, and in
POS-equipped Postal Stores.
In addition, custom framed art prints of original stamp art
for these and many other colorful and educational stamps
are already available at www.postalartgallery.com, the U.S.
Postal ServiceŽ online art gallery.
To purchase stamp artwork for the Reptiles and Amphibians commemorative stamps, including color prints and enlargements (a.k.a. "blow ups" and posters), contact:
DODGE COLOR INC
4827 RUGBY AVE
BETHESDA MD 20814-3040
Contact Name: Jennifer Kennedy
Phone: 301-656-0025 ext. 212
Please plan ahead to allow enough time for production
and shipping.
You may order this year's National Stamp Collecting
Month die hub through Hanley Postal Supply Co., Inc. Fax
orders for die hubs - including VISA or purchase order
information - to 814-898-2825. For more information,
contact Diane Wiler at 814-898-2720. The die hubs should
be put into service starting October 1 and should be removed from service by November 1.
[For use at local ceremonies and events to support
National Stamp Collecting Month.]
Thank you and welcome.
[THIS MONTH/TODAY] we celebrate the hobby of
stamp collecting - the most popular hobby in the world.
Through the decades, stamp collecting has become an
American passion and a favorite pastime for all ages.
This year, the Postal Service's theme for National Stamp
Collecting Month is Slithering to a Post Office Near You! -
in honor of the five Reptiles and Amphibians stamps we're
presenting today.
During this special month, we focus on all of our stamp
collectors - those who have been collecting for years and
those who are new to the hobby. We would also like to encourage children to become involved in this fascinating
pastime.
Stamp collecting opens the door to an exciting world of
history, geography, the arts, technology, and sports.
Stamps can introduce us to heads of state and soldiers who
changed the course of history. Or they can spotlight wildlife
that thrive on land or in the sea.
Perhaps one of the best things about stamp collecting is
that it's an affordable hobby that will last a lifetime.
There is a story behind every commemorative stamp -
stories that can take us to exotic places or allow us to meet
famous people.
Learning about our history and our forefathers through
stamps can help us learn more about our nation and our
world. Stamps can also take us back in time and help us
relive moments in the past - moments that we cherish.
For more than 200 years the Postal Service has been a
shining example of a public service institution that the
American people have come to rely on and trust.
But in many ways, it's the U.S. commemorative stamp
program - your commemorative stamp program - that
best connects the Postal Service with the American people.
Since the first commemorative was issued more than
100 years ago, stamps have marked the historic milestones, the fundamental principles, and the extraordinary
achievements that have made our nation what it is today.
This month, children of all ages will be participating in
National Stamp Collecting Month activities around the
country. This year's National Stamp Collecting Month will
be the 22nd annual event since its inception in 1981.
I want to thank the out-of-town collectors for being here
with us today. Many travel thousands of miles to participate
in these celebrations, so we thank you for your enthusiastic
support of the stamp program. And I'd also like to recognize
our local friends and neighbors who may be considering
starting this wonderful hobby. Stamp collecting can begin at
any age. For the young or the young at heart, it's a hobby
that delivers satisfaction for years to come.
Thanks to all of you for joining us here today.
(Note: If you have questions or need assistance with
any of these items, please contact your area's Public Affairs and Communications representative.)
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Action:
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Suggested Timing:
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1. Send invitations to local
and area dignitaries.
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A few weeks before event.
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2. Send announcement and
invitations to employees.
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A few weeks before event.
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3. Distribute
calendar/weekend advisory
to newspapers.
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A few weeks before event.
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4. Distribute public service
announcement to radio/TV.
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A few weeks before event.
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5. Distribute news release.
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A few weeks before event.
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6. Distribute media advisory
to all news media.
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1 week before event.
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7. Remind invited dignitaries
about event via telephone.
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5 days before event.
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8. Redistribute media
advisory to all news media.
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1 to 2 days before event.
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9. Make follow-up calls to
local news media.
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1 day before event.
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10. Distribute day of issuance
news release.
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Day of event.
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11. Send letter to newspaper
editor thanking community.
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Day after event's completion.
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12. Send newspaper clippings
to Area Public Affairs and
Communications manager.
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Within 1 week after event.
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For publicity assistance, contact the Public Affairs and
Communications manager serving your Area. See the list
on page 8.
LETTER TO LOCAL EDITOR
[INSERT DATE]
[INSERT YOUR NAME, TITLE]
[INSERT NAME OF PUBLICATION]
[INSERT STREET ADDRESS]
[INSERT CITY, STATE, ZIP+4]
Dear [MR./MS.] [INSERT NAME]:
Stamp collecting has long been one of the most popular hobbies in the world. At a time when so many
parents are seeking activities to share with their children, many of us overlook one of the most popular
and educational hobbies - stamp collecting. Collecting stamps is an interactive hobby that parents and
children can work on as a team. Stamp collecting is also an activity that can be passed along to future
generations.
To celebrate National Stamp Collecting Month in October, the [INSERT CITY] Post Office will be
dedicating five new commemorative stamps featuring reptiles and amphibians that will be slithering their
way into Post Offices in [INSERT CITY] starting Oct. 8. Throughout the month, the Postal Service will
be encouraging people of all ages in [INSERT CITY] to start or add to their stamp collections. We will
be sponsoring community events including [LIST ACTIVITIES, STARTING TIMES, LOCATIONS,
PARTICIPANTS, AND PHOTO OPPORTUNITIES].
Stamp collecting is a fun, educational, and inexpensive way for children to learn about the historic
people, places, and events printed on stamps each year. Through stamp collecting, children can glimpse
some of the highlights in American and world history.
We encourage everyone in [INSERT CITY] to join us for a fun-filled October while we celebrate National
Stamp Collecting Month, and we look forward to continuing to serve our wonderful community by
providing top quality service.
Sincerely,
[SIGN]
[INSERT POSTMASTER'S NAME]
Postmaster
U.S. Postal Service
[INSERT CITY, STATE, ZIP+4]
FOR IMMEDIATE RELEASE Contact: [INSERT YOUR NAME]
[INSERT DATE] [INSERT YOUR PHONE NUMBER]
Internet: www.usps.com
PUBLIC SERVICE ANNOUNCEMENT
Five New Commemorative Stamps Will Be Slithering Their Way to Post Offices in
[INSERT CITY] Starting Oct. 8
[INSERT CITY] postmaster [INSERT NAME] invites everyone to [INSERT LOCATION] to celebrate National Stamp Collecting Month and to attend a special dedication ceremony for the new
Reptiles and Amphibians stamps.
The ceremony will take place on [INSERT DATE] from [INSERT TIME] to [INSERT TIME]. On
that day children and adults will have an opportunity to discover how stamp collecting can be a fun
and exciting hobby. Activities include [DESCRIBE EVENT ACTIVITIES].
Come take a moment to discover the wonderful world of stamp collecting. It is a fun and educational way to learn about the historic people, places, and events printed on U.S. postage stamps
each year.
# # #
FOR IMMEDIATE RELEASE Contact: [INSERT YOUR NAME]
[INSERT DATE] [INSERT YOUR PHONE NUMBER]
Internet: www.usps.com
NEWS RELEASE
[INSERT CITY] Celebrates National Stamp Collecting Month With Special Stamp Dedication
Event - Reptiles and Amphibians Slithering to a Post Office Near You!
[INSERT CITY] postmaster [INSERT NAME] invites everyone to [INSERT LOCATION] to celebrate National Stamp Collecting Month and to attend a special dedication ceremony for the new
Reptiles and Amphibians stamps.
[INSERT YOUR CITY, STATE] - Children and adults have an opportunity to join other stamp collectors across the country in a salute to the world's most popular hobby when the U.S. Postal Service celebrates National Stamp Collecting Month with the issuance of the Reptiles and Amphibians
commemorative stamps on Oct. 7.
The nationwide celebration comes to [INSERT CITY] with a special ceremony scheduled for
[INSERT EXACT TIME OF EVENT] on [INSERT DATE] at the [INSERT NAME OF POST OFFICE,
LIBRARY, OR SCHOOL WHERE EVENT IS HELD].
[INSERT EVENT AGENDA]
"Stamps are fascinating for adults as well as children. They offer a lifelong educational experience
and an opportunity for friends and family to share in a relaxing leisure-time activity," said Postmaster
[INSERT FIRST AND LAST NAME]. "Stamp collecting can truly be your passport to the world."
[INSERT QUOTE FROM VIP PARTICIPANT]
Sparked by growing interest in recent popular stamp issues like Insects and Spiders, Carnivorous
Plants, Teddy Bears, and American Bats, the 8-12 age group has become the largest participating
group in National Stamp Collecting Month and is considered one of the fastest growing segments of
stamp collectors in the United States.
How to Become a Stamp Collector
1. Get some stamps! Any Post Office has new stamps. Most Post Offices will have some of the
latest stamps issued like American Filmmaking: Behind the Scenes, Audrey Hepburn, Southeastern Lighthouses, Cesar E. Chavez, and Early Football Heroes. There are also the First
Flight, Arctic Tundra, and the Black Heritage series highlighting Thurgood Marshall. It's also
easy to order stamps from the U.S. Postal Service Web site at www.usps.com/shop, or call toll-
free 800 STAMP-24 (that's 800-782-6724).
Other ways to get stamps is to trade with friends, ask family members or neighbors for stamps
from old letters or postcards, visit a stamp dealer, or check stamp collecting sites on the Internet. There are also stamp shows where people come from all over the country to add to their
collections.
2. Organize your collection. Stamp collections often communicate the unique personality of the
collector. Some collectors choose stamps from all over the world or from just one country. Others pick specific topics, like animals, sports, or history.
3. Protect and display your collection. Every collector has a special way of protecting stamps. For
individual stamps or stamp panes, consider a stamp album or three-ring binder. Don't tape or
glue stamps. Instead, slip them into specially designed plastic pages with pockets. Or if the album has paper pages, use hinges or mounts.
Since 1775, the U.S. Postal Service has connected friends, families, neighbors and businesses by
mail. It is an independent federal agency that visits 140 million s and businesses every day
and is the only service provider to deliver to every address in the nation. The Postal Service receives
no taxpayer dollars for routine operations, but derives its operating revenues solely from the sale of
postage, products and services. With annual revenues of more than $66 billion, it is the world's leading provider of mail and delivery services, offering some of the most affordable postage rates in the
world. The Postal Service delivers more than 43 percent of the world's mail volume - some 203 billion letters, advertisements, periodicals and packages a year - and serves seven million customers
each day at its 38,000 retail locations nationwide.
# # #
FOR IMMEDIATE RELEASE Contact: [INSERT YOUR NAME]
[INSERT DATE] [INSERT YOUR PHONE NUMBER]
Internet: www.usps.com
NEWS RELEASE
Stamp Dedication Ceremony Kicks off National Stamp Collecting Month - Reptiles and
Amphibians slithering to a Post Office near you!
EVENT: Unveiling of Reptiles and Amphibians commemorative postage stamps and
celebration of October as National Stamp Collecting Month. [CHANGE OR ADD
TO THIS INFO IF YOUR EVENT IS DIFFERENT, BUT KEEP IT SHORT]
WHO: [LIST ONLY DIGNITARIES, KEY POSTAL SERVICE OFFICIALS, AND ANY
WELL-KNOWN SPECIAL GUESTS PARTICIPATING AND/OR ATTENDING
EVENT]
WHAT: [DESCRIBE WHAT MAKES EVENT NEWSWORTHY - LIST ANY ENTERTAINMENT, REFRESHMENTS, SALES, ETC.]
WHEN: [INSERT HOUR, DAY, AND DATE]
WHERE: [INSERT EXACT LOCATION OF EVENT]
BACKGROUND: This year is the 21st anniversary of National Stamp Collecting Month. The
theme for 2003 is "Slithering to a Post Office Near You!" - in honor of the new
Reptiles and Amphibians stamps going on sale Oct. 8 nationwide.
CONTACT: [LIST LOCAL MEDIA SPOKESPERSON'S NAME AND PHONE NUMBER]
# # #
Day after the event:
LETTER TO LOCAL NEWSPAPER EDITOR THANKING RESIDENTS FOR SUPPORT
[INSERT DATE]
[INSERT YOUR NAME,]
[EDITOR OR OTHER TITLE]
[EDITOR OR OTHER TITLE]
[INSERT NAME OF NEWSPAPER]
[INSERT CITY, STATE, ZIP+4]
Dear [MR./MS.] [INSERT NAME]:
On behalf of the United States Postal ServiceŽ, I want to thank the citizens of [INSERT CITY NAME]
for their enthusiasm and support in making yesterday's National Stamp Collecting Month celebration
such a successful event for our community and for the Postal ServiceTM.
Our nation's commemorative stamp program has been developed over the past 100 years largely
through the participation of the American people. Their stamp ideas and suggestions are instrumental
in helping the Postal Service honor some of the greatest achievements and achievers that have made
our country great.
We believe that stamp collecting is a fun, educational, and inexpensive way for children and adults to
learn about the historic people, places, and events printed on stamps each year. Through stamp
collecting, you can glimpse some highlights in American and world history.
Again, thanks to everyone in our community who participated in our National Stamp Collecting Month
celebration.
Sincerely,
[SIGN]
[INSERT POSTMASTER'S NAME]
Postmaster
U.S. Postal Service
[INSERT CITY, STATE, ZIP+4]
National Stamp Collecting Month events are a perfect
opportunity to involve elected public officials in an important
and positive local event. They are likely to have a keen interest in the event, as it provides elected representatives a
chance to interact with constituents in a friendly, civic setting with secured media coverage.
You are encouraged to reach out directly to your federal,
state, and local elected officials. Government Relations
representatives from the Postal Service are available to assist you.
Following are simple guidelines, sample letters, a suggested invitation list, and the names and telephone numbers of your Government Relations contacts.
Send a written invitation (see page 11) several weeks
before the event to your two U.S. senators, your congressional representatives, your state governor, and the mayor
of your community. Please include any other local elected
officials who are appropriate. The local postmaster should
sign the invitations.
Follow up the written invitation with a telephone call to
the elected official's scheduler within a week if you have not
received a reply. You may need to call more than once.
Keep in touch with all elected officials who respond. If
asked, provide updated information to the elected official's
staff as it becomes available (e.g., other participants, where
and when to meet, what his or her role will be, etc.). Emphasize that remarks should be brief and limited to the unveiling of the Reptiles and Amphibians stamps and
recognition of the role the U.S. Postal Service plays in
sponsoring National Stamp Collecting Month.
Include names of all participating elected officials on
the official program as honored guests and mention them in
all media advisories.
Provide a courtesy copy of the program to the elected
official in advance.
Send a written thank-you letter (see page 12) to all
elected officials who participated in the ceremony, expressing your appreciation.
Provide copies of any newspaper articles about the
event to their offices. Even though they might see those articles on their own, you can take the opportunity to remind
them of the press coverage the event received.
Provide a supply of extra cachets with the special
cancellation, if applicable, to elected officials, even to those
who could not attend. These make great give-away gifts
and serve as a positive reminder of the event.
Obtain and frame a photo of the elected official posing
beside the stamp images and make an appointment to
present it in person, if possible. A matted, well-framed
photograph stands a good chance of being hung on the
wall of the official's office, again serving as a positive reminder of the event.
Keep in touch with your elected officials. Good relationships are built over time.
SAMPLE INVITATION TO PUBLIC OFFICIALS
[INSERT DATE]
[INSERT YOUR NAME, TITLE]
[INSERT ORGANIZATION]
[INSERT STREET ADDRESS]
[INSERT CITY, STATE, ZIP+4]
Dear [MR./MS.] [INSERT NAME]:
Employees of the [INSERT NAME] Post OfficeTM invite you to be an honored guest at a special
ceremony celebrating National Stamp Collecting Month on [INSERT DATE] at [INSERT TIME]. During
that ceremony, the Postal Service will unveil the Reptiles and Amphibians commemorative stamps,
which have been issued to help kick off the month.
The U.S. Postal ServiceŽ values its role as a community leader, and we believe America's commemorative stamp program gives us an opportunity to connect with our customers in a very personal and
entertaining way. During our ceremony, children and adults alike will have an opportunity to discover that
stamp collecting is fun, exciting, and educational.
National Stamp Collecting Month in October has been held annually since 1981 with the intention of
encouraging people - particularly children - to explore the hobby of stamp collecting.
At the stamp unveiling ceremony, you will be invited to say a few words about how stamps recognize
many important people, places, and events. We expect significant press coverage of the ceremony and
a good-sized crowd, including families, school groups, and civic organizations.
We hope you will join us for our stamp unveiling and special National Stamp Collecting Month celebration. Please confirm your participation by calling [INSERT NAME OF CONTACT] at [INSERT TELEPHONE NUMBER] as soon as possible.
Sincerely,
[SIGN]
[INSERT POSTMASTER'S NAME]
Postmaster
U.S. Postal Service
[INSERT CITY, STATE, ZIP+4]
SAMPLE THANK-YOU LETTER TO PUBLIC OFFICIALS
[INSERT DATE]
[INSERT NAME, TITLE]
[INSERT ORGANIZATION]
[INSERT STREET ADDRESS]
[INSERT CITY, STATE, ZIP+4]
Dear [MR./MS.] [INSERT NAME]:
On behalf of the United States Postal ServiceŽ, I want to thank you for joining us during our special
ceremony celebrating National Stamp Collecting Month and the unveiling of the Reptiles and Amphibians commemorative postage stamps. It was a wonderful event for [INSERT NAME OF COMMUNITY],
and your participation helped make it a success.
All of us in the Postal ServiceTM are extremely proud of the role our organization has played as a
community leader and in commemorating many of the people, places, and events that have made our
country great. The stamp unveiling ceremony was a wonderful way for us to share the hobby of stamp
collecting with our friends, neighbors, children, and customers here in [INSERT NAME OF COMMUNITY]. I am enclosing 10 copies of our special cancellation [IF APPLICABLE] for you to share with your
constituents, as well as copies of press clippings and photographs that recorded the event [IF APPLICABLE].
I look forward to working with you on future community events. If I can be of assistance with any Postal
Service matter, please contact me at [INSERT TELEPHONE NUMBER].
Sincerely,
[SIGN]
[INSERT POSTMASTER'S NAME]
Postmaster
U.S. Postal Service
[INSERT CITY, STATE, ZIP+4]
We can help! Your Government Relations representatives are here to serve you. We can assist you in contacting
and inviting elected officials to participate in your event.
See the list on page 9.
- Community Relations,
Public Affairs and Communications, 9-18-03
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