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.

In addition, local, district, or area levels may not negotiate or enter contracts for any type of advertising media (TV, radio, or print). If local, district, or area Postal Service personnel have media recommendations they would like considered, they must identify this request to the Headquarters manager of Field Advertising through their respective area advertising coordinator. The Headquarters manager of Field Advertising will then authorize the contracted advertising agency media team to follow up and negotiate and secure the desired media.

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 "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, training on MessageMaker is available to all authorized users by registering on the MessageMaker page once you log on. The training is 1 hour and is offered in a "Webinar" format. Please contact your area advertising coordinator for more training information.

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, 6-8-06

What's in Store

They win, you win

Are you showing your customers why Priority Mail Flat-Rate Boxes are such a quick, easy, and convenient shipping value? The more you show them, the more boxes you sell - and the greater your chance of winning the Post OfficeTM contest that coincides with the "Ship it, Win it" sweepstakes for customers. This contest for participating Post Offices is based on revenue from the sale of Flat-Rate Boxes. Nine Post Offices will win gift cards to be used to purchase something to benefit their offices.

The USPS/eBay promotion, giving customers a chance to win $10,000 to spend on eBay, runs through June 30. If your office didn't get displays promoting the sweepstakes, tell your customers to visit http://shipitwinit.com. If they enter, they could win!

Learn more about this promotion and the Post Office contest at http://blue.usps.gov/advertising.

Easy as A-P-C

Concurrently with the "Ship it, Win it" promotion, Flat-Rate Boxes are now available at an Automated Postal Center (APC), an option when APC customers use USPS-supplied packaging. It's one more way the Postal ServiceTM is making it easy for customers to use the Flat-Rate Boxes.

What do you think?

Here's an opportunity for postmasters and station managers to let Advertising and Retail Marketing know what they think about the new promotion and signage guides. Did the guides include everything you needed to know about the "Ship it, Win it" sweepstakes? Could they be improved? What other information should they contain? Post your comments at http://blue.usps.gov/advertising.

Feedback

Send comments and questions to:

WHATS IN STORE
US POSTAL SERVICE
475 L'ENFANT PLAZA SW RM 1141
WASHINGTON DC 20260-1019