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MTAC. Zoë Strickland Chief Privacy Officer USPS. May 5, 2004. Outline. USPS Privacy Program External Trends - Legislative - Private Sector / Marketing - Public Sector. USPS PRIVACY PROGRAM. Privacy Program Overview . Mission – Trusted Brand Principles – usps.com OMB

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MTAC

Zoë Strickland

Chief Privacy Officer

USPS

May 5, 2004


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Outline

  • USPS Privacy Program

  • External Trends

    - Legislative

    - Private Sector / Marketing

    - Public Sector


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USPS PRIVACY PROGRAM

Privacy Program Overview

  • Mission – Trusted Brand

  • Principles – usps.com

    • OMB

    • FTC

  • Approach

    • customer value

    • organizational value


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USPS PRIVACY PROGRAM

Bird’s Eye View

PROGRAM

INTERNAL SUPPORT

EXTERNAL INTEGRATION

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


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USPS PRIVACY PROGRAM

2004-2005 ACTIVITIES

PROGRAMS

INTEGRATION

  • 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


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USPS PRIVACY PROGRAM

Intelligent Mail

  • 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


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EXTERNAL TRENDS

Legislative / Regulatory

Current Laws

  • GLB

  • HIPPA

  • DMV

  • COPPA

  • Privacy Act

  • E-Government

Upcoming

  • Federal

  • State

  • International


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EXTERNAL TRENDS

Do-Not-Contact Initiatives

  • Do-Not-Call

    • Enforcement

    • Marketing Impacts

  • Do-Not-Email

    • Enforcement

    • Regulations

    • Email trends

  • Do-Not-Mail

    • Bills

    • Activities


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    EXTERNAL TRENDS

    Layered Notices


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    EXTERNAL TRENDS

    Marketing – USPS Studies

    • National Accounts

    • State Laws

    • Focus Groups


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    Increase

    Stay the same

    Decrease

    0%

    20%

    40%

    60%

    80%

    100%

    PERMISSION MARKETING

    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?

    Web sites

    Online ads

    Email

    Direct Mail

    Television

    Radio

    Outdoor

    Magazine

    Newspaper

    Base: 95 US marketers


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    71

    68

    67

    64

    60

    59

    69

    60

    62

    60

    59

    76

    76

    71

    69

    68

    PERMISSION MARKETING

    Perceptions Can Influence Consumer Pull for Mail

    Characterization of Mail Behavior for 2 Groups of Consumers:

    “Those that See Mail as Mainly Useless Information” vs. “Those who Find it Interesting Information”

    Perceptions of Mailbox Mail

    (% Top Two Box*)

    Total

    Sample

    (%)

    Mainly useless (%)

    Useful Info

    (%)

    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

    ATTITUDES REFLECTING THE CONSUMER–PULL FOR MAIL

    47

    71

    The consumer-pull for mail


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    EXTERNAL TRENDS

    Public Sector Issues

    • Privacy Impact Assessments (PIA)

    • Information Security

    • Homeland Security


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    CONCLUSION

    • Marketing & Technology Evolving

    • Direct Marketing

      • More Sophisticated

      • Channels Interconnecting

    • Awareness and Understanding are Needed


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    Contact Information

    Chief Privacy Officer

    Zoe Strickland

    [email protected]

    [email protected]

    PRIVACY OFFICE

    US POSTAL SERVICE

    475 LENFANT PLZ SW RM 10407

    WASHINGTON DC 20260- 2200


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