1. Page 1 Proprietary Property of the United States Postal Service Mailing Digital 2.0: Future Print Presented for the Twin Cities Postal Customer Council & EVOLVE 2015 Christopher Holder U.S. Postal Service – Sr. Account Representative

2. Page 2 Proprietary Property of the United States Postal Service Today’s agenda! I.) Introduction II.) Augmented Reality – Postal Promotions III.) AR in Print – The Value Add IV.) Q&A

3. Page 3 Proprietary Property of the United States Postal Service Introduction USPS Representatives -Consultants for fulfillment optimization, valuable communication and customer acquisition -Serving most of MN and western half of WI -Responsible for managing relationships with service providers and also acting as a valuable resource for end-user/client inquiries -Comprehensive financial analysis for shipping, marketing research for acquisition/retention campaigns

4. Page 4 Proprietary Property of the United States Postal Service Promotions Overview Promotions Overview – Brief history -“Summer Sale” 2009 -USPS Promotions Calendar, 2011-2012: rebate discounts for QR codes, Color in FC print -Promo Calendar 2013-present: Up-front discounts, flat percentage on Emerging Technology, Earned Value, etc. -2016 calendar pending PRC approval, channel for suggestions from industry

5. Page 5 Proprietary Property of the United States Postal Service USPS Emerging Technology Promo Emerging Technology Promotion Registration Period: March 15 – November 30, 2015 Program Period: June 1 – November 30, 2015 Discount Amount: 2% of eligible postage. The discount is calculated in PostalOne!® and applied to the postage statement at the time of mailing. The 2% discount is deducted from the postage amounts of qualifying product categories that are paid at the time of mailing.

6. Page 6 Proprietary Property of the United States Postal Service Basic Augmented Reality 2015 Basic Augmented Reality “Basic AR is technology that allows for a digital view of a real world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video or graphics connecting you to additional meaningful content using the camera and sensors in a smartphone or tablet, AR adds these layers of digital content – videos, photos, sounds – directly on top of items in the physical world. For the purposes of this promotion only Enhanced AR is eligible for the promotion discount.” (ribbs.gov, 2015)

7. Page 7 Proprietary Property of the United States Postal Service Enhanced Augmented Reality 2015 Enhanced Augmented Reality “‘Enhanced’ Augmented Reality (AR) includes all of the above and provides robust features that allow consumer engagement experiences using the technology to relate directly to products and brands. “Enhanced” AR also includes, video animation* and/or 2D-3D interactive graphics playing in front of or over physical objects so they appear to be interacting with the physical object.” (ribbs.gov, 2015)

8. Page 8 Proprietary Property of the United States Postal Service AR At Work(?) Very.co.uk – Style Stars -Blippar default app -Unique ads triggered by particular pages -Augments the print itself -Measurable response and commercial transaction

9. Page 9 Proprietary Property of the United States Postal Service AR At Work! Maybelline NY - COLORSHOW -Blippar default app -Content triggered by a variety of print ads -Real life elements augmented by computer images -Immersive customer experience -Social aspects (For more information, visit http://www.mobilemarketer.com/cms/news/s oftware-technology/13158.html) http://www.mobilemarketer.com/cms/news/s oftware-technology/13158.html

10. Page 10 Proprietary Property of the United States Postal Service AR At Work!! IKEA – Monthly catalogs -“Skinned” app, developed and powered by Metaio (Germany) -Huge variety of AR immersion -Inside pages augment reality -Magazine itself acts as a beacon to trigger additional AR (supplemented objects) -Commercial transactions

11. Page 11 Proprietary Property of the United States Postal Service AR At Work!!! Olympus Pen https://www.youtube.com/watch?v=P9Nd04dW2-M -Photo card ran in print magazines -Utilized website & web cam rather than AR app & mobile device -Powerful customer experience for informed purchasing -Cutting-edge campaign “Look What You Can Do” 2010 -90,000 visitors first month, double by the second -22,00 watched product tour, 51,000 interacted with AR camera -YouTube channel 300% increase in subscribers -Spike in retail inquiries and sales within 3 weeks (Smith, K. 2011)

12. Page 12 Proprietary Property of the United States Postal Service Truly Augmented Key Value Adds to a successful AR Campaign -Don’t be gimmicky -Incorporate social sharing when possible -Immerse your customer in your product or service -TEST your digital and print aspects for effectiveness (internal & external) -Have USER DRIVEN content Gartner technology research company analyst Truong Nguyen (cited in Hamblen, 2014) noted that there is so much bad AR because the content is not user-driven.

13. Page 13 Proprietary Property of the United States Postal Service Christopher Holder Sr. Account Representative m. 651-338-4075 o. 612-341-7744 christopher.a.holder@usps.gov http://www.mobilemarketer.com/cms/news/software- technology/13158.html http://www.computerworld.com/article/2489346/mobile-apps/4- years-in--augmented-reality-in-smartphones-has-yet-to-catch- on.html?page=2 https://ribbs.usps.gov/mailingpromotions/documents/tech_guides/ 2015EmergingandAdvancedTechnologyPromotion.pdf http://www.marketingprofs.com/articles/2011/4642/case-study- how-olympus-spurred-product-awareness-and-sales-with- augmented-reality#ixzz3mP2F0lsb Resources

14. Page 14 Proprietary Property of the United States Postal Service Questions? Thank You!