Module 12

Marketing Postal Products and

Services

Objectives

Recognize carrier’s role with Brand Essence

Apply product knowledge to market postal products and services

2

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

3

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

4

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

5

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

6

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

7

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

8

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

9

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

10

Priority Mail continued

Delivery to every address in US • PO Boxes and military addresses (APO/FPO)

Extra Services such as:• Signature Confirmation

• Insurance

• Other services available

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

12

Parcel Select

Destination entry product at competitive prices

Only carrier that provides delivery:• 6 days a week• Private shipping companies

use for “last mile”

13

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

14

CMM

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

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

16

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

17

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

18

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

19

Customer Connect

Offer Postal Service as an alternative to better meet mailing needs

Connect with customers to generate new revenue

20

Customer Connect Opportunities

Identify customers usingcompetitors 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

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.

22

Review

1. Do customers have alternatives to the Postal Service when it comes to their shipping needs?

2. Name three services that the Postal Service currently offers that directly involve city letter carriers.

3. What are some of the postal products and services that carriers can suggest to assist in meeting customer’s shipping needs?

23

Yes, other companies offer postal and shipping services

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

4. Identify three of the five key Customer Connect questions.

24

• 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)?

Summary25

In this module, we discussed: Recognizing the carrier’s role

with Brand Essence

Applying product knowledge to market postal products and services