Retail

Field Advertising Guidelines and Policy

These Field Advertising Guidelines provide Postal ServiceTM policy and procedures for preparing advertising to Postal Service customers.

Contents

• Policy

• Definition

• Process

- Funding

- Menu of Available Messaging Materials

- Access and Customization

• Questions and Additional Information

Policy

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 Field Advertising.

These guidelines are designed to protect corporate logos, copyrighted or trademarked products and services, and the overall accuracy, integrity, and image of Postal Service communications.

Definition

"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.

Process

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 available.

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 any material.

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,
Marketing, 6-9-05