Field Advertising Guidelines and Policy
These Field Advertising Guidelines provide Postal
ServiceTM policy and procedures for preparing advertising
to Postal Service customers.
- Menu of Available Messaging Materials
- Access and Customization
• Questions and Additional Information
Postmasters and managers who wish to advertise information to Postal Service customers via postcards, letters,
fliers, and signs as well as mass media elements (TV, radio,
and print) must use authorized Field Advertising materials.
Local, district, or area levels may not design and produce (or have others design and produce) cards, letters,
and fliers intended for distribution to customers, as well as
interior or exterior signs that may be viewed by customers,
without prior approval by the Headquarters manager of
These guidelines are designed to protect corporate
logos, copyrighted or trademarked products and services,
and the overall accuracy, integrity, and image of Postal
"Field Advertising-Authorized Materials" - A
collection of postcards, letters, fliers, and signs as well as
mass media elements bearing approved images, logos,
and messaging in support of a wide range of Postal Service
products, services, and issues. Some of these standard advertising documents may be customized using a "multiple
choice" menu of tailored messages, images, and office
locations and hours of operation.
Funding - The Headquarters Marketing Department
has designated funds for the purpose of field advertising.
The Headquarters Marketing Department allocates these
funds through the area to support district advertising efforts. The area or district, at its discretion, may allocate
additional funds for such use. The Headquarters manager
of Field Advertising must approve the Area Advertising
Plan for any advertising expenditures. Local promotional
initiatives cannot compromise or contradict national campaigns or corporate messaging. The Headquarters manager of Field Advertising provides direction and works with the
areas to develop their plans so they are in concert with the
Postal Service Corporate Advertising Plan. Local funds that
are planned, allocated, and used for advertising and promotional work are carried on Line 39.
Menu of Available Messaging Materials - Postmasters and managers can view the menu of available correspondence and signage tools on the corporate Intranet at
http://blue.usps.gov/wps/portal; at the top-center of the
page, click on Inside USPS; under the "Marketing" section,
click on Advertising; under "Advertising Reference" and under "Column 1: Media," click on Field Advertising. Here in
the Field Advertising section, all creative material available
on MessageMaker is provided for viewing. In MessageMaker, authorized users can select from an array of messaging materials promoting many items, such as an
Automated Postal Center® (APC®) and passports, or announcing "Grand Openings" and "Extended Service
Hours." Postmasters and managers should make note of
the pieces they wish to order and the quantity they need.
Access and Customization - Postmasters and managers can contact their district marketing manager to request these materials. The district marketing manager or
designee works with the postmaster or manager to select
and customize the materials when customization is
The district marketing manager or designee completes
PS Form 1357, Request for Computer Access, and submits
it for approval to the area. The area office completes PS
Form 1357 and forwards it to the Headquarters manager of
Field Advertising for final authorization and processing.
Once ordered, the materials are produced for the requestor
in 2-5 business days.
For other material needed for local messaging, advertising, or promotions that are not available on MessageMaker,
requesters must work through their area advertising coordinator and the Headquarters manager of Field Advertising
for the development, production, and media placement of
To facilitate the use of Field Advertising-authorized materials, the area advertising coordinator may work with the
Headquarters manager of Field Advertising to schedule
training sessions for district and area requestors. The
training is 1 hour and is offered in a "Webinar" format.
Questions and Additional Information
For more information about this policy or the procedures
for obtaining Field Advertising-authorized messaging materials, contact your district marketing manager.
- Advertising and Promotions,
What's in Store
Summer in the signage
Summer/Fall Drive Period begins July 1 and it will take us through the
end of FY 2005. Revenue generation is the focus. Your point-of-purchase
(POP) kits feature products and services that will help you increase
sales in your Post OfficeTM - ReadyPost® shipping supplies, Money
Orders, PO Boxes, and insurance. Each Post Office will receive POP signage
promoting one or more of these - you'll get a POP kit specifically targeted
to your office.
See all the Summer/Fall POP elements on the
Advertising Web site at http://blue.usps.gov/
advertising. And remember: Spring POP comes
down June 30.
Download a PO Box toolkit
Got any vacant PO Boxes? Consider them open opportunities to increase
revenue. Want to tap into that potential? The PO Box Marketing Toolkit
can help. It includes resources and information to assist you in managing
PO Boxes and creating effective strategies for marketing PO Boxes that
are tailored to your customers' needs. It's available online. Go to the
Advertising Web site at http://blue.usps.gov/advertising and download
your toolkit. And while you're at the Web site, be sure to check out the PO
Box promotional materials that are available through Field Advertising.
Travel season is here
Remind your customers they can apply for passports at the Post Office,
and encourage them to pick up a Global FIRSTCLASS PHONECARD®
(FCPC) before they travel. All offices that offer passports received a
Global FCPC counter card in their Spring Drive Period POP kit. Keep this
counter card on display near the passport window through Oct. 31. In
addition, locations offering passports received a blue and white passport
banner to display outside the office.
for the new Disney ReadyPost products coming out this month. ReadyPost
Category 3 offices will receive an automatic product distribution, and
offices will be able to reorder for resale in retail lobbies. The ReadyPost
Disney decorative products will consist of mailing boxes, bubble mailers,
and mailing labels featuring Disney's Mickey Mouse image. The new designs
are fun, fresh, and full of energy! The exciting new art is ageless.
These images will have a year-round appeal.
Live, from San Jose!
The Postal ServiceTM is the title partner of eBay Live! 2005, a 3-day
conference that attracts eBay users from around the country. This year's event
takes place June 23-25 in San Jose, CA. As title partner, the Postal Service
will have the largest interactive booth, and Postal Service experts will be on
hand to let eBay customers know about all of our quick, easy, and convenient
products and shipping solutions. The Postal Service also will hold classes on
domestic and international shipping and discuss the "integrated shipping
solution" - Postal Service products on eBay and PayPal.
If you can't make it to San Jose, why not hold an eBay Day event in your
office? Customers learn how to buy and sell on eBay and ship with the Postal
Service. Go to the Advertising Web site at http://blue.usps.gov/advertising to
find out more about eBay Live! and get information about hosting an eBay Day
at your office.
And while you're on the Web site, check out the latest information on
advertising campaigns, Direct Mail, drive period research, industry news -
and much more!
Send comments and questions to:
WHATS IN STORE
US POSTAL SERVICE
475 L'ENFANT PLAZA SW RM 1141
WASHINGTON DC 20260-1019