Long Island PCC Meeting 1.1.2014 October 19 , 2016

Agenda The USPS Mail Promotions Informed Delivery Benefits of Transpromo Cross-channel Branding Transpromo Campaigns

2017 Mailing Promotions

2017 USPS Mailing Promo Calendar

Emerging & Advanced Technology Promotion A 2% postage discount on mailpieces using standard NFC or other qualifying emerging technology. Increase brand engagement and sales by giving customers a way to view media, get offers, and more, all with a simple tap of their device. Register January 15 – August 31 Promotion Period March 1 – August 31 Note: Speaker’s notes are intended to help present the slides. Please do not read verbatim or share these notes with customers. Encourages Direct Mailers to incorporate interactive technology to drive interest in mail as a marketing channel Eligible mailpieces can incorporate: NFC technology, “Enhanced” Augmented Reality experiences, New this year! Video in Print iBeacon/Beacon Technology. A/B testing option Program Requirements available at: https://ribbs.usps.gov/mailingpromotions/documents/tech_guides/2016EmergingandAdvancedTechnologyPromotion.pdf

Tactile, Sensory & Interactive Mailpiece Engagement Promotion A 2% postage discount for mailings using specialty inks, sensory elements, textural papers or the use of folds or other dimensional elements which the recipient can interact with and manipulate Increase brand engagement and sales by giving customers a way to view media, get offers, and more, all with a simple tap of their device. Register December 15 – July 31 Promotion Period February 1 – July 31 Note: Speaker’s notes are intended to help present the slides. Please do not read verbatim or share these notes with customers. This year a new promotion was added solely for advances in paper, ink and interactive mailpiece elements to provide marketers exciting new ways to enhance customer engagement opportunities The engagement can be achieved through the innovative use of specialty inks, sensory elements, textural papers, and the use of folds or other dimensional elements that the recipient can interact with and manipulate on the mailpiece. Samples must be approved prior to mailing to qualify for this promotion. To learn more see the Program Requirements available at https://ribbs.usps.gov/mailingpromotions/documents/tech_guides/2016TactileSensoryInteractivePromotion.pdf

Earned Value Reply Mail Promotion Receive .05 cents credit for each eligible returned Business Reply Mail® or Courtesy Reply Mail™ piece. Register November 15 – December 31 Promotion runs January 1 – June 30 Give highly qualified leads an easy way to respond and provide feedback to your organization. Note: Speaker’s notes are intended to help present the slides. Please do not read verbatim or share these notes with customers. Encourages FCM mailers to use Business Reply Mail (BRM) and Courtesy Reply Mail (CRM) Acceptance Period for Credits: The credits will be released when the mailer agrees to their volumes after the promotion ends. The volumes must be accepted by September 15, 2016; otherwise the credits will be forfeited. The Earned Value Promotion incentivizes customers to use a USPS response device such as Business Reply or Courtesy Reply Mail. They can receive credit for future mailings through their Permit Imprint account. Note that the customer must identify the Permit account they want the credits to flow to and must use all their credits by December 31, 2016. Failure to meet either condition might result in forfeiture of credits. Earned Value Credits: $0.02 per BRM or CRM pieces counted for first time participants or those who did not meet their threshold. $0.03 per BRM and CRM pieces counted if the total number of CRM and BRM pieces meets or exceeds the total number of a mailer’s CRM and BRM pieces counted as part of the 2015 Earned Value promotion. Credits are available for their use once they have been released to the respective permit(s).  Expiration Date for Credits: December 31, 2016 Program Requirements available at: https://ribbs.usps.gov/mailingpromotions/documents/tech_guides/2016EarnedValuePromotion.pdf

Color Transpromo Promotion Get a 2% postage discount on First-Class mailpieces that use variable color messaging on bills or statements. Create a greater impact on customer response with a more immediate, engaging brand connection. Register May 15 – December 31 Promotion runs July 1 – December 31 Note: Speaker’s notes are intended to help present the slides. Please do not read verbatim or share these notes with customers. Encourages First-Class mailers to use Personalized Color Transpromo messaging on bills or statements Registration Period: May 15 – December31 Program Period: July 1 – December 31 Eligible Mail: First-Class Mail commercial letters (sent in IMb full-service mailings) Discount: Upfront 2% postage discount Key change from 2015 Color Transpromo Promotion "Personalization" is information that the recipient would deem personal or relevant in nature. To learn more please review promotion requirements at: https://ribbs.usps.gov/mailingpromotions/documents/tech_guides/2016ColorTranspromoPromotion.pdf

Direct Mail Starter Program Enables small business to develop effective integrated DM campaigns. Register March 15 – July 31 Promotion runs May 1 – July 31 Note: Speaker’s notes are intended to help present the slides. Please do not read verbatim or share these notes with customers. Encourages First-Class mailers to use Personalized Color Transpromo messaging on bills or statements Registration Period: May 15 – December31 Program Period: July 1 – December 31 Eligible Mail: First-Class Mail commercial letters (sent in IMb full-service mailings) Discount: Upfront 2% postage discount Key change from 2015 Color Transpromo Promotion "Personalization" is information that the recipient would deem personal or relevant in nature. To learn more please review promotion requirements at: https://ribbs.usps.gov/mailingpromotions/documents/tech_guides/2016ColorTranspromoPromotion.pdf No more than 10,000 pieces per mailer may receive the discount during the promo.

Mobile Shopping Promotion Get a 2% postage discount on Standard Mail mailpieces with a barcode or other mobile-enabled technology that leads to a mobile-optimized shopping website. Promote your brand and increase sales with an integrated, multi-touch advertising campaign. Register June 15 – December 31 Promotion Period August 1 – December 31 Note: Speaker’s notes are intended to help present the slides. Please do not read verbatim or share these notes with customers. Promotes use of technology platforms such as Quick Response (QR) Codes, Snap Tags, Watermarks and other advanced technologies that enables the customers to go from the mailpiece directly to an online shopping experience. Registration Period: May 15 – December31 Program Period: July 1 – December 31 Eligible Mail: Standard Mail letters and flats / Nonprofit Standard Mail letters and flats Discount: Upfront 2% postage discount Key change from 2015 Mail Drives Mobile Engagement Promotion - “Buy Now” features available on social media have been added as an additional eligible shopping purchase path. To learn more please review promotion requirements at: https://ribbs.usps.gov/mailingpromotions/documents/tech_guides/2016MobileShoppingPromotion.pdf

What is Transpromo Marketing? Transpromo is a compound expression formed from .the words “transaction” and “promotional” By adding relevant messages, you can piggyback targeted promotions and advertising onto existing transaction-related documents, such as statements, notices, and invoices Experience

Benefits of Transpromo Add color to transactional statements and: Increase response rates Grow brand value Add clarity Boost loyalty Transform transaction documents into: Revenue generators Cross-selling powerhouses Relationship builders Cost Center Changes to Profit Center

1st Benefit - Increase Response Rates Transactional documents are opened and read by more than 90% of consumers The average consumer is bombarded with advertising, statement marketing helps cut through the clutter and stand out Account holders will actively look for your advertisements if they are relevant to them

2nd Benefit - Strengthen Brand Image Reinforce brand messaging Educate customers about your advantages Keeps branding consistent Separates you from your competitors

3rd Benefit - Improve Statement Clarity Statements that are easier to understand Reduces customer service issues and complaints Simplifies compliance requirements

4th Benefit - Boost Loyalty Relevant information builds loyalty Generates goodwill Decreases customer churn Positive word of mouth is great advertising

Selective Marketing Target messages/offers by specific characteristics: Demographics (age, gender, income) Psychographics (lifestyle, interests) Credit History Member / Customer Type Account relationships Account balances Account activity Geography Other conditions identifiable in statement data Other conditions identifiable in a separate control file

5th Benefit - Revenue Generation Up-Sell and Cross-Sell to increase profit Implement across print and electronic platforms Supports existing rewards/loyalty programs Profitability Up-sell Cross-sell

Cross Channel Branding

Consumer Attention by Various Media

Transpromo Campaigns How else could you utilize transpromo statement marketing? Consider developing ongoing statement-based marketing campaigns The advantages: “Set it and forget it” (at least for a few months) Take advantage of special opportunities/events True one-to-one marketing

Transpromo Statement Campaigns Some ideas: New Customers Thank You's Birthday Messages Wellness Checks Rewards Points / Programs Investment Services Insurance Services Business Accounts New Mergers/Branch Acquisitions New Select Employer Groups Cross-Sell Opportunities

6th Benefit - Cost Center Changes to Profit Center Statements become highly targeted and .measurable direct mail campaigns that .increase revenue and lower costs at the .same time

7th Benefit - Relationship Builders People prefer to receive a personalized ..statement with ads relevant to them Customers want to know you understand them Generate new business at less cost

We Appreciate Your Business Lou Figurito Sr. Sales Executive – Major Accounts louis.j.figurito@usps.gov 631.316.2720