2016 Personalized Color Transpromo & Mobile Shopping Promotions Webinar. June 28, 2016

Transcription

1 2016 Personalized Color Transpromo & Mobile Shopping Promotions Webinar June 28, 2016

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3 Registration Register on Business Customer Gateway via the Incentive Program service: 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) 3

4 2016 Personalized Color Transpromo Promotion Alison N Tarshis Product Development Specialist

5 Agenda Overview Promotion Details Eligibility Requirements Timeline Samples Resources Overview 5

6 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. 6

7 Promotion Details 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. 7

8 Eligibility 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. 8

9 Requirements 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. 9

10 Requirements cont d Registration Submission Mailpiece Discount Participants and/or MSPs can register Register via the Business Customer Gateway (BCG) Mailings must be submitted electronically via Mail.dat, Mail.XML, or Postal Wizard Must be part of a full service mailing Must be a bill or statement Must contain personalized dynamic/variable color print Must be an onsert (inserts and addendums do not qualify) Promotion discount is calculated in PostalOne! Must be claimed at the time of mailing Color message must be a transpromotional or consumer message 10

11 Timeline 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. 11

12 Timeline contd. Timeline Promotion Period - July 1 December 31, 2016 Mail must be tendered for acceptance during the promotion period, July 1 December 31, 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. 12

13 Acceptable Color Statement Samples

14 Samples cont d Unacceptable Color Statement Unacceptable Color Statement (at the end of the bill or statement) Company Name PO BOX Anytown, US Company Name 1 Don t miss the Black Friday Sale at Company Name. All Company Name locations open at 12 midnight on Friday, November 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.

15 Resources Program Office: Mail: US Postal Service Attn: 2016 Personalized Color Transpromo Promotion PO Box Washington, DC Information about the promotion, program requirements and sample statements Or USPS.com at: 15

16 Questions

17 2016 Mobile Shopping Promotion Bonnie Lee Product Development Specialist 17

18 2016 Mobile Shopping Promotion 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 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 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: MobileShoppingPromotion.pdf 18

19 Mobile Best Practices QR Code Mobile Optimization Directional Copy Acceptable examples include: Non Mobile Optimized Mobile Optimized 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." 19

20 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.

21 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. 21

22 What doesn t qualify?

23 Mobile Friendly Vs Mobile Optimized 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 sites do not qualify for the promotion discount. 23

24 Directional Copy Directional Copy is text near the barcode or image that provides guidance to the consumer to scan the barcode or image. Scan here to buy now. 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 24

25 Product Definition 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 25

26 Financial Transaction Requirements 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 26

27 Promotion Requirements Registration Submission Mailpiece Discount Participants and/or MSPs can register Register via the Business Customer Gateway (BCG) Mailings must be submitted electronically via Mail.dat, Mail.XML, or Postal Wizard Must contain a mobile barcode or other equivalent print/mobile technology Must lead to a mobile optimized experience Promotion discount is calculated in PostalOne! Must be claimed at the time of mailing Must include directional copy Mail owner must participate in a post promotion survey 27

28 More Information Program Office contact: Facsimile: Mail: US Postal Service 2016 Mobile Shopping Promotion Post Office Box Washington, DC Program Requirements & Documents Registration PostalOne Help Desk: (800) or The program office encourages mailers to request pre-approval on planned mailpieces. Follow USPS:

29 Questions

30 Thank you