These Field Advertising Guidelines provide Postal Service™ policy and procedures for preparing advertising to reach Postal Service customers.
“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.)
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, and area levels may not design or produce (or have others design or 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 Segment Advertising. In addition, local, district, and 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 Segment Advertising through their respective area advertising coordinator. The Headquarters manager of Segment Advertising will then authorize the contracted advertising agency media team to follow up, 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.
Funding — The Headquarters Marketing Department has designated funds for the purpose of field advertising. The Headquarters Marketing Department allocates these funds throughout 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 Segment 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 Segment Advertising provides direction and works with the areas to develop their plans so that 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 advertising 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 3 is provided for viewing. MessageMaker 3 is a Headquarters funded channel for ordering authorized advertising materials. In MessageMaker 3, authorized users can select from an array of messaging materials promoting many items, such as an Automated Postal Center® (APC®), Passport Services, and Premium Forwarding Service, 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 materials from MessageMaker 3. 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 must complete a PS Form 1357, Request for Computer Access, and submit it for approval to the area. The PS Form 1357 can be found in the Adobe Form Client Filler or on the Blue Page, http://blue.usps.gov/formmgmt/1999.htm. The area office completes PS Form 1357 and forwards it (via hardcopy, fax, or e-mail scan) to the Headquarters manager of Segment Advertising for final authorization and processing. A login and password will be e-mailed to the user. Once a user places an order, the materials are produced for the requestor in 5-10 business days.
For local messaging, advertising, or promotional materials not available on MessageMake3, requesters must work through their area advertising coordinator and the Headquarters manager of Segment Advertising for the development, production, and media placement of any materials.
To facilitate the use of Field Advertising-authorized materials, training on MessageMaker 3 is available to all authorized users by registering on the MessageMaker 3 home page once you log on. The training duration is 1 hour, and is offered in a “Webinar” format. Please contact your area advertising coordinator for more training 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, 6-7-07
