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

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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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


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


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Layered Notices Layered Notices EXTERNAL TRENDSEXTERNAL TRENDS

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Marketing – USPS StudiesMarketing – USPS Studies

National AccountsNational Accounts

State LawsState Laws

Focus GroupsFocus Groups


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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

Documents

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