PUBLICITY KIT

Build Your Own Holiday Card Promotion

Overview

This promotion serves to expand awareness of the online suite of USPS® services. It focuses primarily on CardStore and aims to increase NetPost® revenue during the holiday season. Customers will be invited to learn how to build holiday cards - whatever holiday they celebrate - through demonstrations in Post OfficeTM lobbies or facilities. This promotion builds on eBay Days and "Grow Your Own Business" days. The target audience is consumers.

Public Affairs and Communications (PAC) Headquarters and field staff are responsible for promoting this event and generating news coverage. Customer Relations coordinators (CRCs), Consumer Affairs managers, and postal ambassadors are responsible for executing the event. Postmasters participating in the promotion will receive 20 bonus points toward the Chief Marketing Officer's Growth Award. Postmasters must complete the Growth Award submission form in order to qualify for the bonus. The promotion will last 1 week, with local postmasters and field staff deciding location, dates, and times.

This is an opt-in promotion. Participation is encouraged, but not mandatory. Postmasters and CRCs will schedule events not to interfere with the regular flow of business. Each area marketing manager will receive 110 publicity packets from Headquarters. A schematic of a suggested promo setup also will be included. Postmasters should contact their area marketing manager or PAC representative to schedule and plan an event.

PAC Headquarters Public Relations (PR) will provide all written materials, including media advisory, news release, talking/message points, and fact sheets on NetPost products and free package pickup. The press release and media advisory will be given directly to the local PAC contact.

Media Strategy

Field PAC, working with materials from national PR, will pitch local media on advancing the story to generate awareness and interest, and cover the demonstrations for "how to" stories, photos, or video footage. A media advisory and news release will be provided to field PAC. Local morning TV shows or broadcast consumer reporters will be asked to broadcast live from the Post OfficeTM the day of the event, or book the postmaster or a USPS spokesperson for a demonstration on the air. Talk radio shows with consumer programming or features also can be pitched for stories or on-site promotion.

Process

Stations with laptops/desktop computers will be set up in Post Office lobbies or facilities where customers can learn about CardStore and other online services at their convenience. Printers, collateral materials, and samples should be available at each station. The number of stations depends on the size of the location and space availability. We are discouraging customers from bringing address books or photos to upload into the Postal ServiceTM network.

Materials You Will Need

• Wireless laptops or desktop computers.

• Computer software (required): Microsoft Windows XP, Microsoft Internet Explorer 6.0 or higher, Macromedia Flash.

• Chairs.

• At least one table.

• Fact sheets.

• Printers (optional) - Customers may request a page from the Web site to take with them.

• Tent cards.

Set Up the Demonstration Area

The space and location of the event will determine how the demonstration area can be set up, but the table or area should be visible from the lobby entrance doors, where possible, in a high traffic area. Post signs to let customers know the date and time of demonstrations on how to build their own holiday cards. Advertising will make 125 sets of four card samples available. Card samples can be downloaded from the Web site and enlarged for display purposes. Suggested teasers into the demonstration area: "Learn How to Put Your Grandkids in the Mail," or "Parents! A New Use for Family Photos."

Talking Points/Message Points

"US Postal Service: Making Your Holidays Sparkle" - The convenience of CardStore on USPS.com is one more way the Postal Service is reaching out to customers to help make the holidays a little merrier. Whether it's online or in person, we're ready for you this holiday season.

Meet, Greet, and Listen to Postal Service Customers - Establish contact with our customers through consumer- friendly introductions and demonstrations. Given the rush of the season and the stress many customers feel this time of year, demonstrating and explaining services that are time-saving and convenient for them reinforces our commitment to providing quality customer service every day of the year.

We're Mail and More - The Postal Service will deliver more than 20 billion pieces of mail between Thanksgiving and Christmas, but we don't stop there. Free package pickup; printable mailing labels; gift cards; passports; money orders; and products that allow you to track delivery of packages overseas, including Iraq and Afghanistan, are some of the ways the Postal Service is working hard to meet the needs of our customers.

USPS.com: Quick, Easy, Convenient - Turn on your computer and step into a Post Office. The Web site is always open for business at a time and day that is convenient for you. No lines, no waiting. Everything you need to help make the holidays sparkle can be found online at www.usps.com/holidays.

Each fact sheet for the three products featured in the promotion (CardStore, Premium Postcards, Mailing Online) has product descriptions, instructions, and helpful hints that can be used for the demonstrations. Each product has its own Frequently Asked Questions section on the Web site. See pages 4-7 for the fact sheets.

Suggested Event/Demonstration Flow

It is very important that the individual providing the demonstration have an account set up in advance through NetPost.

Each demonstration should take about 15 minutes, depending on the interest of the customer and the number of questions. Feel free to tailor the demonstration in the interest of time or if other customers are waiting for a demonstration.

• Log on to www.usps.com/cardstore. Stress "cardstore" in the URL. It takes the customer directly to the site, with no clicking through the landing page and elsewhere through the Web site.

• Perform five easy steps:

1. Select a cover.

2. Select your mailing option.

3. Select your recipients and personalize your card.

4. Preview and proof your card. We print exactly what you create.

5. Check out.

• Stress three main points:

1. Cards can be personalized with the customer's photos.

2. There's no minimum order or limit on the number of cards the customer can create or purchase.

3. Customers can include a gift card with the greeting card.

• Click on "browse the image gallery."

• Point out that cards are available for all faiths and also are nondenominational. Each card has a suggested sentiment (inside statement), but customers can also add their own statements as well.

• Follow each of the prompts, spending extra time at the addressing and postage pages.

• Offer one of our three mailing options:

• To the customer, boxed (no stamps, no recipient addresses, an optional return address).

• To the customer, boxed, with envelopes stamped and pre-addressed.

• To the customers' recipients/address book.

• Schedule the date for the cards to be mailed. Boxed cards are delivered Monday through Friday. Saturday delivery is not included. For example, an overnight package sent out on Friday will arrive on Monday.

• Walk the customer through the payment options.

• Suggest the customer add a gift card. There are 20 national retailer gift cards available. Cards can be purchased in values from $10 to $200. See page 8 for the complete list. USPS can insert gift cards into the holiday cards for customers, or the gift cards can be sent to the mailer's or business address.

• Explain that CardStore is one of three online services we offer for holiday correspondence.

• Click over to Mailing Online (click on "stay in touch with family and friends" in the left-hand column).

• Click on "send letters" and walk the customer very briefly through the options, which include holiday templates for year-end personal or business letters.

• Advise on the availability of Premium Postcards as a more economical option for holiday greetings. Holiday images will be posted. Premium Postcards also can be used for invitations to holiday get-togethers or other events.

• Help the customer set up an account for use at .

• Mention that a Customer Care phone number is available for all CardStore products at 877-822-2737, 24 hours a day, 7 days a week.

• Hand the customer a fact sheet, a "how to" sheet, or both.

• Thank the customer for his or her time. Ask for questions.

These national retailers offer gift cards through CardStore:

[D-Link]

Timeline

Week of Nov. 20

Each area marketing manager will receive 110 publicity packets from Headquarters. The packet contains three tent cards - one each for CardStore, Premium Postcards, and Mailing Online. A schematic of a suggested promotion setup also will be included.

Beginning Nov. 26

Public Affairs and Communications distributes media advisory.

Dec. 4-9 (Tuesday through Saturday)

Demonstrations offered in Post Office retail lobbies.

Dec. 4 (national release), day of local events

Press release distributed.

Headquarters Staff Contact List

Rod Sallay
Marketing
202-268-7224
rod.n.sallay@usps.gov

Joanne Veto
Public Affairs and Communications
202-268-3118
joanne.m.veto@usps.gov

Public Affairs and Communications Field Managers Contact List

Capital Metro
Deborah Yackley
301-548-1465
deborah.a.yackley@usps.gov

Eastern
Paul Smith
215-931-5054
paul.f.smith@usps.gov

Great Lakes
Jim Mruk
630-539-6565
james.a.mruk@usps.gov

New York
Monica Hand
212-330-3118
monica.a.hand@usps.gov

Northeast
Debra Hawkins
860-285-7265
debra.a.hawkins@usps.gov

Pacific
Don Smeraldi
323-586-1210
don.a.smeraldi@usps.gov

Southeast
Earl Artis
678-442-6018
earl.c.artis@usps.gov

Southwest
Darla Stafford
214-819-8748
darla.s.stafford@usps.gov

Western
Scott Budny
303-313-5130
scott.w.budny@usps.gov

GROWTH AWARD SUBMISSION FORM

Area/District

Name

Title

EAS-

Work Address

City, State, ZIP Code

Phone

Fax

E-Mail Address

Customer Relations Coordinator (Growth Partnership)

I submit the following description and attached documentation for points toward the Chief Marketing Officer's annual Growth Award in the following category:

[] REVENUE GENERATION

[] MARKETING INITIATIVES

[] MARKETING OUTREACH

(signature)

Submit to: Marketing Outreach Coordinator
Marketing Strategy and Support
P.O. Box 23079
Washington, DC 20026-3079

FOR IMMEDIATE RELEASE Contact: Media Relations
Nov. 28, 2006 202-268-2155
Release No. 06-XXX
www.usps.com

Media Advisory
Demonstrations on Building Holiday Cards Online

WHO: Anyone wishing to avoid "Bah, humbug" and save some time on finding, writing, addressing and mailing holiday cards

WHEN: [Insert Day, Time]

WHERE: [Insert Name of Facility]
[Insert Street Address]
[Insert City, State, ZIP]

WHAT: Free demonstrations of time-saving online services from the U.S. Postal Service®. Postal ServiceTM employees will be available to answer questions and provide cyber tours of CardStore, an online product that allows customers to create, address and mail holiday cards.

STORY LINES: Business: Online greeting and gift cards are a $60 billion industry. While other companies can provide cards, no other company or corporation also provides the postage.

Consumer: One more time-saving idea for harried consumers interested in spending more holiday time with friends and family.

Log on and Step Inside a Post Office: The Internet is always open, and so is the U.S. Postal Service. Postal Service employees will be on-hand to demonstrate USPS' online suite of services. Reporters will be able to build their own holiday cards and arrange for free package pickup - without leaving the Post Office.

B-ROLL: Post Office lobbies decorated for the holidays

Screen shots of USPS.com/online products

Consumers and Postal Service employees using/demonstrating online services

AUDIO: Demonstrations can be recorded
Nat sound of crowds, retail clerks

Since 1775, the Postal Service and its predecessor, the Post Office Department, have connected friends, families, neighbors and businesses by mail. It is an independent federal agency that visits 142 million s and businesses every day, 6 days a week, and is the only service provider delivering 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 $69 billion, it is the world's leading provider of mailing and delivery services, offering some of the most affordable postage rates in the world. The Postal Service delivers more than 46 percent of the world's mail volume - some 206 billion letters, advertisements, periodicals and packages a year - and serves 7 1/2 million customers each day at its 37,000 retail locations nationwide. Its Web site, USPS.com, attracts more than 21 million visitors each month.

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