MTACMTAC MTACMTAC
May 5, 2004May 5, 2004
Zoë StricklandZoë Strickland
Chief Privacy OfficerChief Privacy Officer
USPSUSPS
2
OutlineOutline
USPS Privacy ProgramUSPS Privacy Program
External TrendsExternal Trends - Legislative- Legislative
- Private Sector / Marketing- Private Sector / Marketing
- Public Sector- Public Sector
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Privacy Program Overview Privacy Program Overview
Mission – Trusted BrandMission – Trusted Brand
Principles – usps.com Principles – usps.com – OMBOMB
– FTCFTC
Approach Approach – customer valuecustomer value– organizational valueorganizational value
USPS PRIVACY PROGRAMUSPS PRIVACY PROGRAM
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USPS PRIVACY PROGRAMUSPS PRIVACY PROGRAM
Bird’s Eye ViewBird’s Eye View
PEOPLEPEOPLE
POLICIESPOLICIES
PROCESSESPROCESSES
PUBLICATIONPUBLICATION
MAINTENANCEMAINTENANCE
Records OfficeRecords Office
Questions / InquiriesQuestions / Inquiries
BIAsBIAs
Enterprise Data WarehouseEnterprise Data Warehouse
Web Strategy & Registration Comm.’sWeb Strategy & Registration Comm.’s
Information Security processesInformation Security processes
Meter industry WorkgroupMeter industry Workgroup
Human Capital Steering CommitteeHuman Capital Steering Committee
Intelligent MailIntelligent Mail
Government Government
Industry CPOs Industry CPOs
Advocates Advocates
Organizations Organizations
ProjectsProjects
PROGRAMPROGRAM INTERNAL SUPPORTINTERNAL SUPPORT EXTERNAL EXTERNAL INTEGRATIONINTEGRATION
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INTEGRATIONINTEGRATION
2004-2005 ACTIVITIES2004-2005 ACTIVITIES
INTERNALINTERNAL
- - Marketing PoliciesMarketing Policies
-- EDW EAB/Registration EDW EAB/Registration
-- Human Capital Human Capital
EXTERNALEXTERNAL
-- Layered Notice Layered Notice
- - TechnologyTechnology -- Association Working GroupsAssociation Working Groups
BIA – eGov’t Act BIA – eGov’t Act
TrainingTraining
eFOIA SystemeFOIA System
Employee SOR’s Employee SOR’s
Records Management Records Management
Consumer PoliciesConsumer Policies
USPS PRIVACY PROGRAMUSPS PRIVACY PROGRAM
PROGRAMSPROGRAMS
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Policy Posted – March ‘04Policy Posted – March ‘04– www.usps.com/privacyoffice/intelligentmail.htmwww.usps.com/privacyoffice/intelligentmail.htm
– https://mailtracking.usps.com/mtr/common/index.pge https://mailtracking.usps.com/mtr/common/index.pge
Key AspectsKey Aspects– Mail / Reply MailMail / Reply Mail
– MailersMailers– Law Enforcement and SecurityLaw Enforcement and Security
Intelligent MailIntelligent MailUSPS PRIVACY PROGRAMUSPS PRIVACY PROGRAM
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Legislative / RegulatoryLegislative / Regulatory
Current LawsCurrent Laws
GLBGLB HIPPAHIPPA DMVDMV COPPACOPPA Privacy ActPrivacy Act
E-GovernmentE-Government
EXTERNAL TRENDSEXTERNAL TRENDS
Upcoming Upcoming
Federal Federal
SStatetate
InternationalInternational
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Do-Not-Contact InitiativesDo-Not-Contact Initiatives
Do-Not-CallDo-Not-Call– EnforcementEnforcement
– Marketing ImpactsMarketing Impacts
Do-Not-EmailDo-Not-Email– EnforcementEnforcement
– RegulationsRegulations
– Email trendsEmail trends
Do-Not-MailDo-Not-Mail– BillsBills
– ActivitiesActivities
EXTERNAL TRENDSEXTERNAL TRENDS
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Marketing – USPS StudiesMarketing – USPS Studies
National AccountsNational Accounts
State LawsState Laws
Focus GroupsFocus Groups
EXTERNAL TRENDSEXTERNAL TRENDS
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In the next three years, do you think marketing’s effectiveness will increase, stay the same, or In the next three years, do you think marketing’s effectiveness will increase, stay the same, or decrease in each of the following media? decrease in each of the following media?
PERMISSION MARKETINGPERMISSION MARKETING
Source: Searching For Digital Marketing’s Growth Forrester Research, Inc., October 2003
DecreaseStay the sameIncrease
Base: 95 US marketers
Web sitesWeb sites
Online adsOnline ads
EmailEmail
Direct MailDirect Mail
TelevisionTelevision
RadioRadio
OutdoorOutdoor
MagazineMagazine
NewspaperNewspaper0% 20% 40% 60% 80% 100%
Companies Will Spend More On MarketingCompanies Will Spend More On Marketing
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Perceptions Can Influence Consumer Pull for MailPerceptions Can Influence Consumer Pull for Mail
Total Total SampleSample
(%)(%)
Mainly Mainly useless useless
(%)(%)
Perceptions of Mailbox MailPerceptions of Mailbox Mail (% Top Two Box*)(% Top Two Box*)
The consumer-pull for mail
PERMISSION MARKETINGPERMISSION MARKETING
*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: Characterization of Mail Behavior for 2 Groups of Consumers:
““Those that See Mail as Mainly Useless Information” vs. Those that See Mail as Mainly Useless Information” vs. “Those who Find it Interesting Information”“Those who Find it Interesting Information”
I sort the mail when I receive it, I don't let it pile upI sort the mail when I receive it, I don't let it pile up
I like to go through the mail the moment it arrivesI like to go through the mail the moment it arrives
I love to hunt for bargainsI love to hunt for bargains
I like to clip couponsI like to clip coupons
I never put off bringing in the mail & sorting it right awayI never put off bringing in the mail & sorting it right away
I enjoy taking the time to browse through catalogs, flyers and I enjoy taking the time to browse through catalogs, flyers and
other material I receive in the mailother material I receive in the mail
7171
6868
6767
6464
6060
5959
6969
6060
6262
6060
5959
7676
7676
7171
6969
6868
Useful Useful InfoInfo(%)(%)
ATTITUDES REFLECTING THE CONSUMER–PULL FOR MAILATTITUDES REFLECTING THE CONSUMER–PULL FOR MAIL
71714747
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Public Sector Issues Public Sector Issues EXTERNAL TRENDSEXTERNAL TRENDS
Privacy Impact Assessments (PIA)Privacy Impact Assessments (PIA)
Information SecurityInformation Security
Homeland SecurityHomeland Security
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CONCLUSIONCONCLUSION
Marketing & Technology EvolvingMarketing & Technology Evolving
Direct MarketingDirect Marketing– More SophisticatedMore Sophisticated
– Channels InterconnectingChannels Interconnecting
Awareness and Understanding are NeededAwareness and Understanding are Needed
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Contact InformationContact Information
Chief Privacy Officer Chief Privacy Officer
Zoe StricklandZoe Strickland
[email protected]@usps.gov
[email protected]@usps.com
PRIVACY OFFICE PRIVACY OFFICE US POSTAL SERVICE US POSTAL SERVICE 475 LENFANT PLZ SW RM 10407 475 LENFANT PLZ SW RM 10407 WASHINGTON DC 20260- 2200 WASHINGTON DC 20260- 2200
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