2016 Personalized Color Transpromo

& Mobile Shopping Promotions

Webinar

June 28, 2016

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Registration

• Register on Business Customer Gateway via the Incentive Program

service: https://gateway.usps.com

• Agree to promotion terms at least 2 hrs. prior to presenting the first

qualifying mailing — Specify which permits and/or CRIDs will be participating in the promotion

— Agree to complete a survey on the Business Customer Gateway at end (mailers only)

2016 Personalized Color Transpromo

Promotion

Alison N Tarshis

Product Development Specialist

Agenda

Overview

Overview

Promotion Details

Eligibility

Requirements

Timeline

Samples

Resources

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Overview

What is the 2016 Personalized Color Transpromo

Promotion?

This promotion

Encourages producers of bills and statements to produce

mail that creates a greater connection and response from

consumers by using personalized color transpromotional

messaging.

Designed to grow the value of First-Class Mail and

encourage mailers to invest in color print technology.

Provides an upfront postage discount to mailers who use

dynamic/variable color print for transpromotional marketing

and consumer messages on their bills and statements.

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When is the Promotion? July 1 – December 31, 2016

How much discount will a mailer receive?

2% of the eligible First-Class Mail postage. The discount is

calculated in PostalOne® and applied to the postage

statement at the time of mailing.

Note: The discount must be claimed at the time of

mailing and cannot be rebated at a later date.

Promotion Details

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Who is Eligible to Participate?

Mailers of bills and statements who have registered for the

promotion.

Mail Service Providers may prepare and submit mailings for

eligible mail owners.

What Mail is Eligible?

First-Class Mail presort and automation letters containing

bills and statements with personalized dynamic/variable

color print for transpromotional marketing and consumer

messages.

Eligibility

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Postage Payment Method

Postage must be paid using a Permit Imprint or Precancelled

Stamp permit. Some Meter Permit mailings may qualify.

Promotion Participation Survey

As part of the terms of participation, all promotion participants

must complete a survey at the end of the promotion.

Requirements

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Submission

• Mailings must be

submitted

electronically via

Mail.dat, Mail.XML,

or Postal Wizard

• Must be part of a full

service mailing

Discount

• Promotion discount

is calculated in

PostalOne!®

— Must be claimed

at the time

of mailing

Registration

• Participants and/or

MSPs

can register

• Register via the

Business Customer

Gateway (BCG)

Mailpiece

• Must be a bill or

statement

• Must contain

personalized

dynamic/variable

color print

• Must be an onsert

(inserts and

addendums do not

qualify)

• Color message

must be a

transpromotional or

consumer message

Requirements cont’d

Timeline

Registration – begins May 15, 2016 and closes on December

31,2016

Participants and/or Mail Service Providers (MSPs) must

register on the Business Customer Gateway (BCG) via

the Incentive Program Service gateway.usps.com

Promotion participants must complete their registration at

least 2 hours prior to presenting the first qualifying

mailing.

Timeline

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Timeline

Promotion Period - July 1 – December 31, 2016

Mail must be tendered for acceptance during the

promotion period, July 1 – December 31, 2016. All

promotion eligible mailings must be accepted and

entered in PostalOne! no earlier than 12:00:00 AM on

07/01/2016 and no later than 11:59:59 PM on

12/31/2016 (the last day of the promotion). THE

DISCOUNT MUST BE CLAIMED AT THE TIME OF

MAILING AND CANNOT BE REBATED AT A LATER

DATE.

Timeline contd.

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Samples

Acceptable Color Statement

Unacceptable Color Statement

1. Statement does not contain a dynamically printed promotional or consumer information message.

2. Color is only used in transactional fields.

1. Promotional message is an addendum or separate page added to the statement.

2. Statement is not dynamically printed.

Unacceptable Color Statement (at the end of the bill or statement)

1

2

1

2

Don’t miss the

Black Friday Sale

at

Company Name.

All Company Name

locations open at 12

midnight on Friday,

November 29.

Company

Name

Company Name

PO BOX 123456

Anytown, US 00000-0000

1-800-000-0000

Samples cont’d

Program Office:

Email: FCMColorPromotion@usps.gov

Mail: US Postal Service

Attn: 2016 Personalized Color Transpromo Promotion

PO Box 23282

Washington, DC 20026-3282

Information about the promotion, program requirements and

sample statements

https://ribbs.usps.gov/index.cfm?page=mailingpromotions

Or USPS.com at:

https://www.usps.com/business/promotions-incentives.htm

Resources

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Questions

2016 Mobile Shopping Promotion

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Bonnie Lee

Product Development Specialist

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Promotes the use of technology platforms to go from the mailpiece directly to

an online shopping experience.

• Eligible Triggers: Quick Response (QR) Codes, Snap Tags,

Watermarks and other advanced technologies

2016 Mobile Shopping Promotion

• Key change from 2016 Mobile Shopping Promotion!

o “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/2016

MobileShoppingPromotion.pdf

• Registration Period: May 15 – December 31, 2016

• Promotion Period: July 1 – December 31, 2016

• Discount: 2% per eligible mailpiece

• Eligible Mail:

o Standard Mail letters and flats

o Nonprofit Standard Mail letters and flats

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QR Code

Mobile

Optimization

Directional

Copy

Acceptable examples

include:

“Scan here to shop our

mobile site.”

“Scan to buy now.

“Scan this page for

special offers & to buy

your favorite t-shirts."

Acceptable examples

include: Non Mobile

Optimized

Mobile

Optimized

Mobile Best Practices

QR Code Evolution: Capabilities have continued to evolve and provide marketers

ways to apply new design and leverage additional analytical about the effectiveness

of their campaign. Examples of new QR types include: Dotless, visual, voice etc.

Social Media Buy Now: Participants may also use any mobile barcode format to link the

recipient to a social media platform with the “Buy Now” button capability for a specific

product(s) to make a purchase. For example, a mailpiece with a mobile barcode linking to:

specific item on Pinterest with a “Buy Now” button or

a board on Pinterest that includes item(s) with “Buy Now” button

The social media platform can include Pinterest, Instagram, YouTube, Facebook, Twitter,

Tumblr, etc. If you are interested in using a social media platform other than these or you are

uncertain if the design or technology meets the qualifications of the promotion and would like

to have it reviewed, please contact the program office at mailingpromotions@usps.gov.

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Samples

Acceptable mobile barcodes:

Acceptable digital watermark technology:

Acceptable color branded barcodes must be functional and incorporate one

of the following: a. 2 or more colors

b. a trademark or graphic that includes a color or multiple colors

If you are uncertain if the design or technology meets the qualifications of the promotion and

would like to have it reviewed, please contact the Program Office at

mailingpromotions@usps.gov.

What doesn’t qualify?

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Mobile-friendly

■ Webpage that is formatted to fit within a smartphone screen (and could require the need to scroll horizontally to view the entire page or enlarge the screen to view portions of the page).

Mobile optimized

■ Different version of the webpage that is designed specifically for smaller screens. Mobile optimized sites have:

more compact layout

less copy

Fewer/smaller images

streamlined navigation

Mobile Friendly Vs Mobile Optimized

Mobile-friendly sites do not qualify for the promotion discount.

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Directional Copy

Directional Copy is text near the barcode or image that provides

guidance to the consumer to scan the barcode or image.

Scan with your

cellphone to review

our special offer &

buy now!

Scan to visit

our website to

purchase your

favorite items.

Review sale

prices using the

QR Code above

Scan here to buy

now.

Product Definition

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■ Defined as a tangible and physical item that is eligible to be mailed by the Postal Service (delivery by the Postal Service is not required).

■ Products that can only be fulfilled via a private carrier (i.e. local pizza delivery) would not meet the requirements.

■ Social “buy now” is strictly limited to tangible products

■ If a product can only be shipped to another business location (e.g. online ordering for in-store pick-up) the mailing does not qualify.

■ The sale of services MAY qualify for the promotion if:

■ a financial transaction can occur AND

■ An item such as a hard copy certificate, thank you note, etc is mailed upon purchase OR

■ The mailpieces contain a BRM or CRM enclosure

■ Electronic payment method (credit, debit or prepaid card) via mobile internet browser

■ Through a person-to-person payment method (ex. PayPal) via mobile internet browser

■ Social Buy Now electronic payment or person to person payment made through a social media app using the “Buy Now” button

Financial Transaction Requirements

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Promotion Requirements

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Submission

• Mailings must be

submitted

electronically via

Mail.dat, Mail.XML,

or Postal Wizard

Discount

• Promotion discount

is calculated in

PostalOne!®

— Must be claimed

at the time

of mailing

Registration

• Participants and/or

MSPs

can register

• Register via the

Business Customer

Gateway (BCG)

Mailpiece

• Must contain a

mobile barcode or

other equivalent

print/mobile

technology

• Must lead to a

mobile optimized

experience

• Must include

directional copy

Mail owner must participate in a post promotion survey

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Program Office contact:

Email: mailingpromotions@usps.gov

Facsimile: 202-268-0238

Mail: US Postal Service

2016 Mobile Shopping Promotion

Post Office Box 23282

Washington, DC 20026-3282

Program Requirements & Documents

https://ribbs.usps.gov/index.cfm?page=mailingpromotions

https://www.usps.com/business/promotions-incentives.htm

Registration

https://gateway.usps.com

PostalOne Help Desk:

(800) 522-9085 or postalone@email.usps.gov

More Information

The program office encourages mailers to request pre-approval on planned mailpieces.

Follow USPS:

http://usps.com/news, https://twitter.com/USPS, https://www.linkedin.com/company/usps

Questions

Thank you