Marketing Postal
Products and
Services
Module 12
Objectives
2
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Recognize carrier’s role with Brand
Essence
Apply product knowledge to market
postal products and services
Brand Essence
3
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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
Delivering is the Heart
4
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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
Postal Products and Services
5
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Variety of products and services
•
•
•

Customers have alternatives to the Postal Service
•

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
Carriers are in a unique position to assist in identifying
customer’s shipping needs
Gain product knowledge to ensure future success
Carrier Pick-up Service
6
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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
Click-N-Ship
7
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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
Express Mail
8
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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
Global Express Mail Guaranteed
9
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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
Priority Mail
10

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 continued
11
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Delivery to every address in US
•

PO Boxes and military addresses (APO/FPO)
Extra Services such as:
•
Signature Confirmation
•
Insurance
•
Other services
available
Priority Mail International
12
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Reliable, cost-effective way to mail documents and
merchandise
•
•
•
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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
Parcel Select
13
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Destination entry product at competitive prices
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Only carrier that provides delivery:
•
6 days a week
•
Private shipping companies
use for “last mile”
Customized Market Mail (CMM)
14
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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
CMM
15
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Innovation for advertisers targeting a specific audience
with highly individualized mailpiece designs
•
•
•
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Size, weight, and thickness limitations
Virtually any shape and design
Do not forward or return
Does not go through mail
processing equipment
USPS Tracking/Delivery Confirmation
16
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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
Signature Confirmation
17
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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
Direct Mail
18
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Cost effective for business customer communications
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Offers customers a chance to learn about a business
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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
Every Door Direct Mail (EDDM)
19
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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
Customer Connect
20
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Offer Postal Service as an alternative to better meet
mailing needs
Connect with customers to generate new revenue
Customer Connect Opportunities
21
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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
Role Play Exercise
22

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
23
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
Review
24
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
25
In this module, we discussed:


Recognizing the carrier’s role with Brand
Essence
Applying product knowledge to market
postal products and services