U.S. Postal Service: Overview of Initiatives to Increase Revenue and Introduce Nonpostal Services and Experimental Postal Products Page: 31 of 37
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Appendix IV: Description of Ongoing USPS
Initiatives, as of November 14, 2012
No. Initiative Name Description Reason
9 2013 Promotional This initiative involves a series of short-term promotions designed to provide mailers and Add value,
Calendar marketers with incentives to promote innovative uses of the mail that increase its value to slow erosion
recipients. In addition, according to USPS, the promotions are intended to accelerate best
practices among marketers and business mailers, while increasing awareness and
engagement among consumers.
10 Additional This initiative involves activities that support overall USPS efforts, such as those related to Add value,
Supporting simplifying USPS's pricing, product lines, and mailing processes. For example, according grow revenue
Strategies to USPS, it is examining its existing discounts for the presorting of customer mailings and
is establishing flexible pricing based on location and capacity in its processing and
11 Advertising Mailing This initiative involved an advertising campaign to promote the value of advertising and Grow revenue
Services First-Class Mail to business and residential customers. According to USPS, the campaign
ran in the fall of 2011 and centered around two television ads-called "Hacked" and
12 Direct Mail Hub Direct Mail Hub is a USPS internet site designed to educate small business owners, Add value,
including many first-time business users, on how to use direct mail to advertise their grow revenue
businesses to consumers. According to USPS, the site helps small businesses generate
mailings from start-to-finish and complements its Every Door Direct Mail product.
13 Free Standing This initiative is intended to respond to the decline in the circulation of newspapers, which Grow revenue
Inserts advertisers often use to deliver inserts, such as circulars, to customers. Instead of being
inserted in a newspaper, advertisers can-for example-bundle multiple advertising
leaflets in mailings to consumers. The initiative is carried out through negotiated service
agreements and, as of November 2012, USPS had negotiated one such agreement.
14 Mail Works This initiative targets large advertising companies that rely on other media-not mail-to Grow revenue
Guaranteed advertise to prospective customers. Specifically, USPS hopes to demonstrate the
effectiveness of direct mail as an advertising medium. Appendix II provides additional
information on this initiative, which was introduced as an experimental product in June
2011. On January 8, 2013, USPS filed to terminate the Mail Works Guarantee market test with
15 Mobile Commerce & This initiative offers business mailers a 2 percent postage discount on their qualified Add value,
Personalization mailings. To qualify, the mailing must contain a two-dimensional barcode or print/mobile slow erosion
Promotion technology that can be read or scanned by a mobile device. According to USPS, the
initiative is designed to encourage marketers to incorporate a "Mobile on Mail" multi-
channel marketing approach that uses mail as the gateway for driving e-commerce activity
16 MoverSource This initiative involves a potential enhancement to MoverSource-a program for changing Add value
a mail recipient's address. With this initiative, USPS is exploring the feasibility of allowing
mail recipients to use their mobile devices as another vehicle for changing their mailing
address. (USPS currently allows mail recipients to change their addresses via a printed
form, by phone, or online.) Appendix I provides additional information about MoverSource.
17 Periodicals This initiative involves an ongoing USPS effort to develop mutually beneficial partnerships Grow revenue
with companies in the periodical industry. According to USPS, as of November 2012, one
topic under discussion involved potentially offering magazine subscriptions through USPS
18 Reinvigorate Reinvigorate Samples is an effort aimed at increasing the use of mail to deliver product Grow revenue
Samples samples. This initiative is a follow-on to Sample-Co-op boxes that USPS initiated as an
experimental product. Appendix II provides additional information about Sample Co-op
GAO-13-216 U.S. Postal Service
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United States. Government Accountability Office. U.S. Postal Service: Overview of Initiatives to Increase Revenue and Introduce Nonpostal Services and Experimental Postal Products, report, January 15, 2013; Washington D.C.. (digital.library.unt.edu/ark:/67531/metadc298921/m1/31/: accessed October 16, 2018), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting UNT Libraries Government Documents Department.