Marketing Postal Products and Services Module 12

Objectives Recognize carrier’s role with Brand Essence Apply product knowledge to market postal products and services Upon completion of this lesson, you will be able to: •Recognize carrier’s role with Brand Essence •Apply product knowledge to market postal products and services

Brand Essence Employees help shape Postal Service brand Success depends upon sharpening focus in a competitive marketplace Postal employees are the embodiment and guardian of the brand Employees strengthen customer confidence in the Postal Service Continues to build trust and positive perceptions About the service we provide Products we deliver Role we play in their lives Whether setting an example to colleagues, determining a business strategy or interacting with a customer, employees help shape the Postal Service brand. The success of the Postal Service depends upon sharpening its focus in a competitive marketplace and that makes the organization stronger and more competitive. Every Postal employee is the embodiment and guardian of our brand, and represents the entire Postal Service. Each employee has the ability to strengthen the customer confidence in Postal Service. This continues to build trust and positive perceptions about the service we provide, the products we deliver, and the role we play in their lives.

Delivering is the Heart We deliver We connect senders and receivers Our delivery network is: Most efficient in the world Vital platform for America’s commerce and mailing industry The heart of what we do, ultimately, is delivering. We connect senders and receivers through the physical delivery of mail and packages. This concept is a powerful one. Our delivery network is the most efficient in the world and is a vital platform for America’s commerce and for the mailing industry.

Postal Products and Services Variety of products and services Meet changing demand of customers Continuous service improvement focused on aligning product and service features with customer needs Be knowledgeable and share product information with customers Customers have alternatives to the Postal Service Carriers are in a unique position to assist in identifying customer’s shipping needs Gain product knowledge to ensure future success The USPS sells a variety of products and services to meet the changing demand of our customers. Continuous service improvement is focused on aligning product and service features with customer needs. Being knowledgeable and sharing product information with customers can assist them in making informed decisions concerning their purchases. Carriers should be aware that customers have alternatives to the Postal Service and are in a unique position to assist in identifying our customer’s shipping needs. Gaining product knowledge allows carriers to seize opportunities to offer Postal Service products and services to customers and ensure our future success.

Carrier Pick-up Service Customers notify local post office of a pre-paid package for carrier to pick up with next day’s delivery Customer submits notification through www.usps.com Local post office retrieves information through “My Post Office” on next delivery day No charge for Carrier Pick-Up Allows customers to reduce trips to post office Carrier Pick-Up Service allows customers to notify the local post office that there will be pre-paid packages for their carrier to pick up with the next day’s delivery. Customer submits the notification through www.usps.com. • The local post office retrieves the information through “My Post Office” on the next delivery day • There is no charge for Carrier Pick-Up because prepaid packages are available for the carrier at the time of delivery • Carrier Pick-Up is important to our customers because it helps them save time by reducing trips to the post office

Click-N-Ship Click-N-Ship brings Post Office to: Almost every home and business computer Prepare mailing labels Pay postage from computer Create up to 10 labels at a time View shipping history Save up to 1,000 addresses Combined with Carrier Pickup and Customer Connect Opportunity to increase package volume and revenue Click-N-Ship brings the Post Office to just about every home and business computer and lets mailers prepare mailing labels and pay postage right from their computer. Customers can create up to 10 labels at a time, view their shipping history and save up to 1,000 addresses when using this online shipping application at www.usps.com. Combined with Carrier Pickup and Customer Connect, Click-N-Ship is a great opportunity to increase package volume and revenue. Click-N-Ship provides the following features: ZIP Code lookup Postage calculator Create labels with postage Pay postage by credit card Purchase insurance online Create an online Address Book View shipping history Free USPS Tracking/Delivery Confirmation Express Mail. Priority Mail, Global Express Mail, or Global Express Guaranteed, Priority Mail International

Express Mail Guaranteed next day and second-day delivery nationwide Delivery made to most locations 365 days a year, including Sundays and holidays For additional fee Proof of delivery and tracking information upon request Express Mail is our fastest service providing guaranteed next day and second-day delivery nationwide. Delivery is made to most locations 365 days a year, including Sundays and holidays at no extra charge. Express Mail provides customers with proof of delivery and tracking information upon request.

Global Express Mail Guaranteed Fastest international shipping service Transportation and delivery by FedEx Express® Date-certain delivery in 1-3 business days Delivery to more than 180 countries Money-back guarantee to all destinations Includes Track & Confirm and $100 insurance Global Express Guaranteed (GXE) is our fastest international shipping service, with transportation and delivery by FedEx Express®. This product features date-certain delivery in 1-3 business days to more than 180 countries with a money-back guarantee to all destinations. GXE includes tracking information with Track & Confirm and $100 in insurance coverage.

Priority Mail Nationwide delivery within two-three days in most locations Fast and affordable Free USPS Tracking Flat-Rate boxes and envelopes Same price regardless of weight or destination Weight up to 70 pounds Priority Mail is a class of mail typically used to send documents, gifts, and merchandise. Priority Mail Flat Rate boxes and envelopes give customers a single, predetermined rate regardless of the weight or delivery zone for Domestic and International Mail. • Nationwide delivery within two-three days in most locations • Fast and affordable • USPS Tracking at no additional cost • Flat-rate boxes and envelopes that ship for one flat price regardless of weight or destination. If it fits, it ships! • Weight up to 70 pounds •

Priority Mail continued 11 Delivery to every address in US PO Boxes and military addresses (APO/FPO) Extra Services such as: Signature Confirmation Insurance Other services available • Delivery to every address in the US including P.O. Boxes and military addresses (APO/FPO) • Saturday and residential deliveries at no extra cost • Extra services such as Signature Confirmation, Insurance, and other services are available for all Priority Mail shipping 11

Priority Mail International Reliable, cost-effective way to mail documents and merchandise Over 190 countries Convenient flat-rate packaging Rates starting at just $9.00 Free supplies Shipping supplies Print shipping labels Receive 5% discount for postage Free carrier pickup Priority Mail International (PMI) is a reliable, cost-effective way to send documents and merchandise to over 190 countries, in convenient flat-rate packaging, with rates starting at just $9.00. Customers can order free shipping supplies, print shipping labels, receive 5% discount for postage, and request free carrier pickup by visiting usps.com.

Parcel Select Destination entry product at competitive prices Only carrier that provides delivery: 6 days a week Private shipping companies use for “last mile” Parcel Select mail is a destination entry product that is offered at postage rates that are very competitive in today’s package market. Because the Postal Service is the only carrier that provides delivery to all customers 6 days a week, a number of private shipping companies use one of the Parcel Select destination entry services to complete delivery for the “last mile” of their shipments, particularly for deliveries in non-metropolitan or rural areas.

Customized Market Mail (CMM) Marketing product for mailing non-rectangular and irregular-shaped Standard Mail Regular and Nonprofit Weight 3.3 ounces or less Must meet characteristics outlined in DMM Customized MarketMail (CMM) is a marketing product for mailing nonrectangular and irregular-shaped Standard Mail (both Regular and Nonprofit) weighing 3.3 ounces or less, and meeting other specified physical characteristics outlined in the DMM.

CMM 15 Innovation for advertisers targeting a specific audience with highly individualized mailpiece designs Size, weight, and thickness limitations Virtually any shape and design Do not forward or return Does not go through mail processing equipment Customized MarketMail can be virtually any shape and design a mailer desires. This mail is not forwardable, does not go through mail processing and is not returnable. 15

USPS Tracking/Delivery Confirmation Provides date and time article was delivered If delivery was attempted but not successful, the customer receives date and time of attempted delivery Customers access information through Track & Confirm USPS Tracking/Delivery Confirmation service provides the customer with date and the time their article was delivered. If delivery was attempted but not successful, the customer will receive the date and time of attempted delivery. Customers can easily access this information with Track & Confirm.

Signature Confirmation Provides date and time article was delivered If delivery was attempted but not successful, the customer receives date and time of attempted delivery Provides added level of security by: Requiring signature from the person accepting the package Customers access information with Track & Confirm Signature Confirmation service provides the customer with the date and time their article was delivered. If delivery was attempted but not successful, the customer will receive the date and time of attempted delivery. This service provides an added level of security by requiring a signature from the person who accepts the package Customers can easily access this information with Track & Confirm.

Direct Mail Cost effective for business customer communications Offers customers a chance to learn about a business Promotes interest in: New products or services Generate sales and orders Drive traffic to store or website Cultivate long-term relationships As a carrier, you deliver direct mail daily Direct Mail is a proven, cost-effective way for businesses to communicate with their customers. A Direct Mail campaign offers customers a chance to learn about a business. This can also promote interest in a new product or service, generate sales and orders, drive traffic to a store or website and cultivate long-term relationships. As a carrier, you deliver direct mail daily to customers.

Every Door Direct Mail (EDDM) Form of Direct Mail Cost-effective for customers to send advertising mail designed to reach every address near their business Customers create mail piece for select neighborhoods Every Door Direct Mail is also a form of Direct Mail. This popular service is a simple, cost-effective way for customers to send advertising mail designed to reach every address near their business. What a great way to let people know that they are new to the neighborhood. Customers create the mailpiece and select the neighborhoods, and then you, our Letter Carriers, deliver the mailing along with the day’s mail.

Customer Connect Offer Postal Service as an alternative to better meet mailing needs Connect with customers to generate new revenue Customer Connect is a program that involves carriers identifying customers who ship using our competitors and connecting with them to offer the Postal Service as an alternative to better meet their mailing needs. By being attentive to customer’s shipping needs you can also help to generate new revenue for the Postal Service.

Customer Connect Opportunities 21 Identify customers using competitors for shipping Look for small businesses, home offices, and households that ship eBay packages Ask customer five questions, fill out lead card, tear it off, and leave the rest of brochure Return to thank customer, and let them know a USPS representative will contact them soon Customer Connect opportunities: •Identify customers using our competitors for shipping •Look for small businesses, home offices, and households that ship eBay packages Using the program is easy. Ask the customer five questions, fill out the lead card, tear it off, and leave the rest of the brochure. Return to thank the customer and let the customer know that a representative from the Postal Service will contact them soon. 21

Role Play Exercise Scenario: A carrier notices while delivering the route, that a competitor, ABC company is often at Paws Pet Supply, 123 Main St, Norman, OK, 73071, (555-123-4678) picking up at least 25 packages on a daily basis. The customer, Ms. Susie Smith, is currently marketing their business through the local newspaper, but looking for a new way to market in the immediate community. They would also like to improve their customer service by having their packages delivered in 2-3 days, along with reducing shipping costs. Their current shipper, ABC is adding fuel charges to the shipping price.

Review Do customers have alternatives to the Postal Service when it comes to their shipping needs? Name three services that the Postal Service currently offers that directly involve city letter carriers. What are some of the postal products and services that carriers can suggest to assist in meeting customer’s shipping needs? Yes, other companies offer postal and shipping services Customer Connect, Carrier Pick-Up, Click-N-Ship 1.Do customers have alternatives to the Postal Service when it comes to their shipping needs? Yes, other companies offer postal and shipping services 2.Name three services that the Postal Service currently offers that directly involve city letter carriers. Customer Connect, Carrier Pick-Up, Click-N-Ship 3.What are some of the postal products and services that carriers can suggest to assist in meeting customer’s shipping needs? •Express Mail •Global Express Mail Guaranteed •Priority Mail •First-Class Mail •Package Services •Priority Mail International •Parcel Select •Parcel Return Service •Customized Market Mail (CMM) •Every Door Direct Mail (EDDM) •Restricted Delivery •Return Receipt •USPS Tracking/Delivery Confirmation •Signature Confirmation •Customer Connect •Carrier Pick-Up •Click-N-Ship Express Mail, Global Express Mail, Guaranteed, Priority Mail, First-Class Mail, Package Services, Priority Mail International, Parcel Select, Parcel Return Service, Customized Market Mail (CMM), Every Door Direct Mail (EDDM), Restricted Delivery, Return Receipt, USPS Tracking/Delivery Confirmation, Signature Confirmation , Customer Connect, Carrier Pick-Up, Click-N-Ship

Review Identify three of the five key Customer Connect questions. Is the customer interested in shipping packages or using direct mail to grow their business? Specifically what product is the customer interested in using (check all that apply)? If shipping, how many packages does the customer mail daily? What competitor do they use for their shipping (check all that apply)? If Direct Mail, how do they currently advertise their business (check all that apply)? 4.Identify three of the five key Customer Connect questions. Is the customer interested in shipping packages or using direct mail to grow their business? Specifically what product is the customer interested in using (check all that apply)? If shipping, how many packages does the customer mail daily? What competitor do they use for their shipping (check all that apply)? If Direct Mail, how do they currently advertise their business (check all that apply)?

Summary In this module, we discussed: Recognizing the carrier’s role with Brand Essence Applying product knowledge to market postal products and services In this module, we discussed Recognizing the carrier’s role with Brand Essence Applying product knowledge to market postal products and services