USPS FY02 Targeting Multicultural Markets

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USPS FY02 Targeting Multicultural Markets
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Overall Objective

• To build awareness, of key USPS products
  services, amongst a multicultural market
  consisting of over 3,000,000 minority owned firms
  (or approximately 15 of total U.S. businesses)
  by
• Developing strategies and communications plans to
  effectively reach our 3 target audiences
• Hispanic
• African-American
• Asian-American
• Creating relevant product and service messages
• Establishing an in-culture connection

Source 1997 Economic Census Minority Summary
Highlights
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Hispanic

• Objectives
• Increase awareness of Expedited Package Services
  Global Delivery Services
• Increase number of accounts and shipping volume
• Advertising
• Multi-facet campaign
• TV 1 30
• Radio 4 60
• Targeted print FP 4C magazines
• Internet Geo-Targeted Sites, Content-Relevant
  Ownership, Banners, Targeted e-mail Launches and
  Text Links
• Access Channel
• 1-800-THE-USPS
• In-language usps.com/correo website

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Hispanic

• Objectives
• Increase awareness of Direct Mail
• Educate Hispanic business owners about the
  benefits
• Provide opportunity for target to experience
  effectiveness of direct mail
• Advertising
• Multi-facet campaign
• Radio 4 60
• Targeted print FP 4C magazines
• Direct Mail 3 Acquisition Drops (Purchased
  qualified lists combined with added-value FY01
  lists )
• Drops
• Jun. 3- Fulfillment drop - (size 300,000)
• Aug. 29- Sweepstakes drop - (size 150,000)
• Sep. 2- Premium offer (TBD)-(size 150,000)
• Access Channel
• 1-800-THE-USPS
• BRC
• In-language usps.com/correo website

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Hispanic

• Objectives
• Increase awareness amongst Mexicans and
  Mexican-Americans in the U.S. for DineroSeguro
  (Money-Wire Transfer)
• Develop an effective communications plan to
  create brand awareness
• Target consumers in both NEW and EXISTING
  locations
• Advertising
• Multi-facet campaign
• OOH 30 Sheet 8 Sheet
• Postcards Adslick
• Radio 2 60
• Event Marketing Cinco de Mayo
• Questionnaire
• Flyer/Handout
• Radio Shared Promotions (5 10)
• Access Channel
• 1-888-368-4669
• In-language usps.com/correo website

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African-American

• Objectives
• Position USPS as a competitive alternative in the
  expedited package business
• Generate usage of Expedited Services
• Increase number of Express Mail accounts and
  shipping volume
• Advertising
• Multi-facet campaign
• Radio 2 60 30
• Targeted print 2 FP 4C B/W
• Internet Banner, Buttons, Audio/Video Streaming,
  link to USPS
• Direct Mail 1 Drop
• Size
• 50,000 piece mailing

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African-American

• Objectives
• Increase awareness of Direct Mail as a suitable
  medium
• Highlight the benefits of Direct Mail
• Stimulate trial of direct mail provide conduit
  for gaining information on its effectiveness
• Advertising
• Multi-facet campaign
• Targeted print 3 FP 4C B/W
• Internet Banner, Buttons, Audio/Video Streaming,
  link to USPS Landing Page
• Direct Mail 1 Acquisition Drop (List developed
  from African-American business publications
  media partners, business organizations and CBCIS)
• Size 50,000

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Asian-American

• Objectives
• Reiterate USPS commitment to the Asian Community
  celebrating Lunar New Year
• Demonstrate USPS understanding of and respect
  for the Asian culture
• Launch the Year of the Horse Stamp to the Asian
  Community
• Advertising
• Multi-facet campaign
• TV 1 30
• Targeted print 3 FP 4C B/W (Domestic and
  International delivery) 3 FP 4C B/W (Stamp)

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Asian-American

• Objective
• Introduce the new EMS Alliance with all key
  Asian Post Offices to Asian businesses.
• Advertising
• Multi-facet campaign
• TV 1 60 2 30
• Targeted print 2 FP 4C B/W
• Direct Mail 1 Drop
• Size
• 30,000 (Asian business owners in L.A. with a
  promotional offer - Attache Case Calculator with
  16-country Worldtime Clock and 2-currency
  Converter)

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Asian-American

• Objectives
• Educate Asian business owners on how Direct Mail
  can help grow their businesses within and outside
  their own community
• Provide opportunity for target to experience
  effectiveness of Direct Mail
• Offer information, channels and means to Asian
  business owners so that they can use Direct Mail
• Advertising
• Multi-facet campaign from the Mail Industry
  Alliance
• TV 1 30
• Targeted print 2 FP 4C B/W
• Direct Mail 1 Drop
• 60,000 (Asian business owners in L.A. and N.Y.)
• Promotional tie-ins 10-piece Multifunctional
  Toolkit Set How Direct Mail Helps to Grow
  Businesses leaflet and chance to win a 5,000
  piece direct mail service
• Internet Banner, Floating Icon, Text Link
  email Blast

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Asian-American

• Objectives
• Position USPS as the business solution provider
  that enables Asian small business owners to save
  money while growing their businesses through
  Expedited Package Services
• Advertising
• Multi-facet campaign
• TV 1 30sec
• Targeted print 2 FP 4C B/W
• Direct Mail 1 self mailer to 60,000 Asian
  business owners in L.A. and N.Y. (offer - Auto
  Scan Radio)
• OOH Inserts in newsletters of 30 Asian business
  associations in L.A. and N.Y.