# Presentation: 138313

##   MTAC

*** ***

**May 5, 2004**

**Zoë Strickland**
**Chief Privacy Officer**
**USPS**

##  USPS Privacy Program
 External Trends
	   - Legislative
	   - Private Sector / Marketing
	   - Public Sector

** ****USPS Privacy Program**
** ****External Trends**
**	****   ****- Legislative**
**	****   ****- Private Sector / Marketing**
**	****   ****- Public Sector**

## Privacy Program Overview 

**Mission – Trusted Brand**
**Principles – usps.com  **
**OMB**
**FTC**
**Approach  **
**customer value**
**organizational value**

- USPS PRIVACY PROGRAM

**Bird’s Eye View**

** **

**  ****PEOPLE**
**POLICIES**
**PROCESSES**
**PUBLICATION**
**MAINTENANCE**
**  ****Records Office**
**  ****Questions / Inquiries**
**  ****BIAs**

**Enterprise Data Warehouse**
**Web Strategy & Registration Comm.’s**
**Information Security processes**
**Meter industry Workgroup**** **
**Human Capital Steering Committee**
**Intelligent Mail**

**Government **
**Industry CPOs **
**Advocates **
**Organizations **
**Projects**

**PROGRAM**

**INTERNAL SUPPORT**

**EXTERNAL INTEGRATION**

## 2004-2005 ACTIVITIES

**  **

_***INTEGRATION***_

**2004-2005 ACTIVITIES**

**  **
** ****INTERNAL**
**    ****- ****Marketing Policies**
**    ****-**** EDW  EAB/Registration**
**    ****-**** Human Capital**
**  ****EXTERNAL**
**    ****-**** Layered Notice**
**    ****- ****Technology**
**    ****-****  ****Association Working Groups**

**BIA – eGov’t Act **
**Training**
**eFOIA System**
**Employee SOR’s **
**Records  Management **
**Consumer Policies**

- USPS PRIVACY PROGRAM

_***PROGRAMS***_

## Policy Posted – March ‘04

**Policy Posted – March ‘04**
**www.usps.com/privacyoffice/intelligentmail.htm**
**https://mailtracking.usps.com/mtr/common/index.pge  **
**Key Aspects**
** ****Mail / Reply Mail**
** ****Mailers**
** ****Law Enforcement and Security**

**Intelligent Mail**

- USPS PRIVACY PROGRAM

## Current Laws	

_**Current Laws**_**	**
**GLB**
**HIPPA****	**
**DMV**
**COPPA**
**Privacy Act**
**E-Government****         ****	****	**

- EXTERNAL TRENDS

**	**_**Upcoming **_
**Federal **
**S****tate**
**International**

**Do-Not-Call**
**Enforcement**
**Marketing Impacts**
**Do-Not-Email**
**Enforcement**
**Regulations**
**Email trends**
**Do-Not-Mail**
**Bills**
**Activities**
** **

- EXTERNAL TRENDS

## Layered Notices 

**Layered Notices **

- EXTERNAL TRENDS

##  National Accounts

** ****National Accounts**
** ****State Laws**
** ****Focus Groups**

- EXTERNAL TRENDS

## Companies Will Spend More On Marketing

**In the next three years, do you think marketing’s effectiveness will increase, stay the same, or decrease in each of the following media? **

- PERMISSION MARKETING

| Characterization of Mail Behavior
for Two Groups of Consumers: Those that See Mail as Mainly Junk 
vs. Those who Find it Interesting | Total Sample | Perceptions of Mailbox Mail(Percent Top Two Box*) |  |  |
| --- | --- | --- | --- | --- |
|  |  |  |  |  |
|  |  |  |  |  |
|  |  |  |  |  |
|  |  |  |  |  |
|  |  | Mainly useless information | Interesting |  |
| Attitudes reflecting the consumer–pull for mail |  |  |  |  |
| I sort the mail when I receive it, I don't let it pile up | 71% | 69% | 76% |   |
| I like to go through the mail the moment it arrives | 68 | 60 | 76 |   |
| I love to hunt for bargains | 67 | 62 | 71 |   |
| I like to clip coupons | 64 | 60 | 69 |   |
| I never put off bringing in the mail and sorting it right away | 60 | 59 | 68 |  |
| I enjoy taking the time to browse through catalogs, flyers and other material I receive in the mail | 59 | 47 | 71 |  |
| Base | 2,606 | 710 | 1,177 |   |

| Source:   Searching For Digital Marketing’s Growth Forrester Research, Inc., October 2003 |
| --- |

**Base: 95 US marketers**

**Web sites**
**Online ads**
**Email**
**Direct Mail**
**Television**
**Radio**
**Outdoor**
**Magazine**
**Newspaper**

**Companies Will Spend More On Marketing**

## 71

**Total **
**Sample**
**(%)**

**Mainly useless (%)**

***Perceptions of Mailbox Mail****** ***
***(% Top Two Box*)***

***The consumer-pull for mail***

- PERMISSION MARKETING

| Characterization of Mail Behavior
for Two Groups of Consumers: Those that See Mail as Mainly Junk 
vs. Those who Find it Interesting | Total Sample | Perceptions of Mailbox Mail(Percent Top Two Box*) |  |  |
| --- | --- | --- | --- | --- |
|  |  |  |  |  |
|  |  |  |  |  |
|  |  |  |  |  |
|  |  |  |  |  |
|  |  | Mainly useless information | Interesting |  |
| Attitudes reflecting the consumer–pull for mail |  |  |  |  |
| I sort the mail when I receive it, I don't let it pile up | 71% | 69% | 76% |   |
| I like to go through the mail the moment it arrives | 68 | 60 | 76 |   |
| I love to hunt for bargains | 67 | 62 | 71 |   |
| I like to clip coupons | 64 | 60 | 69 |   |
| I never put off bringing in the mail and sorting it right away | 60 | 59 | 68 |  |
| I enjoy taking the time to browse through catalogs, flyers and other material I receive in the mail | 59 | 47 | 71 |  |
| Base | 2,606 | 710 | 1,177 |   |

| *Scale used in questionnaire: Describes Completely=5 & Does Not Describe at All=1. Top Box Score = 4 or 5. |
| --- |

**Characterization of Mail Behavior for 2 Groups of Consumers: **
***“******Those that See Mail as Mainly Useless Information” vs. “Those who Find it Interesting Information”***

** **
**I sort the mail when I receive it, I don't let it pile up**
**I like to go through the mail the moment it arrives**
**I love to hunt for bargains**
**I like to clip coupons**
**I never put off bringing in the mail & sorting it right away**
**I enjoy taking the time to browse through catalogs, flyers and other material I receive in the mail**

**Useful Info**
**(%)**

***ATTITUDES REFLECTING THE CONSUMER–PULL FOR MAIL***

**71**

**47**

## Public Sector Issues 

- EXTERNAL TRENDS

** ****Privacy Impact Assessments (PIA)**
** ****Information Security**
** ****Homeland Security**

##  Marketing & Technology Evolving

 Direct Marketing
More Sophisticated
Channels Interconnecting

 Awareness and Understanding are Needed

** ****Marketing & Technology Evolving**
** ****Direct Marketing**
**More Sophisticated**
**Channels Interconnecting**
** ****Awareness and Understanding are Needed**

** **

**Chief Privacy Officer      **
**Zoe Strickland**
**zoe.c.strickland@usps.gov**
**privacy@usps.com**

**	****PRIVACY OFFICE **
**	****US POSTAL SERVICE **
**	****475 LENFANT PLZ SW RM 10407 **
**	****WASHINGTON DC 20260- 2200 **