2016 personalized color transpromo & mobile … personalized color transpromo & mobile...
TRANSCRIPT
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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)
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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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)
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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: [email protected]
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
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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 [email protected].
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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
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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: [email protected]
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 [email protected]
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