2. MARKETING CALENDAR
Although the Postal Service has a straightforward product line, many of our customers are not familiar with some of our basic services or how to best use them. Addressing this need for basic product information is central to retail marketing activities. A principal tool in this effort is the Retail Marketing calendar, a tightly managed 18-month schedule of planned promotions, activities, and events that help to guide our customers and employees through major mailing seasons. The calendar also helps to support ongoing promotions for products such as Express Mail and Priority Mail by presenting basic information at a time customers are most likely to buy and use the services.

Although the Postal Service has achieved success with its product information programs, until recently, our efforts have been focused largely on consumers. Several efforts were initiated to use our established relationships within the small business community to assist small businesses with their mailing needs and generate new revenue. These include building a response infrastructure that ensures customer follow-up and an ongoing relationship with the customer.
Approximately 89 percent of all retail revenue and 96 percent of all retail operating expenses accrue from the Postal Service's classified Post Office and contract unit full-service options. They are augmented by Stamps by Mail (SBM), over 30,000 revenue-generating vending machines, and stamp sales at thousands of commercial retail outlets and ATMs.