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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

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  1. MTAC Zoë Strickland Chief Privacy Officer USPS May 5, 2004

  2. Outline • USPS Privacy Program • External Trends - Legislative - Private Sector / Marketing - Public Sector

  3. USPS PRIVACY PROGRAM Privacy Program Overview • Mission – Trusted Brand • Principles – usps.com • OMB • FTC • Approach • customer value • organizational value

  4. 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

  5. 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

  6. 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

  7. EXTERNAL TRENDS Legislative / Regulatory Current Laws • GLB • HIPPA • DMV • COPPA • Privacy Act • E-Government Upcoming • Federal • State • International

  8. EXTERNAL TRENDS Do-Not-Contact Initiatives • Do-Not-Call • Enforcement • Marketing Impacts • Do-Not-Email • Enforcement • Regulations • Email trends • Do-Not-Mail • Bills • Activities

  9. EXTERNAL TRENDS Layered Notices

  10. EXTERNAL TRENDS Marketing – USPS Studies • National Accounts • State Laws • Focus Groups

  11. 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

  12. 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

  13. EXTERNAL TRENDS Public Sector Issues • Privacy Impact Assessments (PIA) • Information Security • Homeland Security

  14. CONCLUSION • Marketing & Technology Evolving • Direct Marketing • More Sophisticated • Channels Interconnecting • Awareness and Understanding are Needed

  15. Contact Information 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

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