1. Trade Support Network Communications Strategy Session Summary Findings June 5, 2002

2. Communications Strategy Session Overview Session Outcomes* 1.Understand how to communicate with the Trade: a.Media b.Format c.Frequency 2.Understand the key messages and themes the U.S. Customs Service needs to send to the Trade *Implicit in these outcomes is Customs’ desire to ease the adoption and use of ACE

3. Objectives of this Presentation 1.Review the work of the communications strategy session 2.Advance the communications conversation 3.Validate Communication Session Findings 4.Reiterate the importance of the Trade Survey instrument 5.Discuss next steps

4. Communications Strategy Session Overview Group Composition Seven trade representatives (small sample) Group Findings Trade Perceptions, Observations and Obstacles –ACE –Implementation –Cost/Benefit –Customs/Trade Relationship Recommendations for Communication –What to say –How to say it

5. Communications Strategy Session Findings Trade Perceptions, Observations and Obstacles ACE Trade is ready and willing to participate Great added value for the environment ACE is good for the country, brokers, government Lots of talk about ACE Implementation Customs is incorporating the Trade in the development process Need thorough Implementation Schedule People in the trade are not going to prioritize ACE without solid information Seems to be well funded, some good information about particular aspects Securing funding for ACE will be enhanced by trade support Rollout has been too lengthy, people have stopped paying attention No expectation that there will be an implementation any time soon

6. Communications Strategy Session Findings Trade Perceptions, Observations and Obstacles Cost/Benefit Trade is ready to “do whatever it takes” to support Customs’ data calls for cost/benefit analysis Cost/Benefit study with Trade data could advance implementation both within the trade and funding on the Hill Trade management is ready to allocate resources, we just need to provide the business case, beyond “reasonable care and due diligence” we need to provide details, Need is key, what added value? What is the cost? Cost estimates must involve good data from the trade Customs’ information on cost benefits of ACE take a Customs centric perspective, focusing on high value importers first Trade perceives that Customs benefits the most from ACE Customs/Trade Relationship Trade involvement in Customs programs take time and money, Customs is delighted with trade involvement Customs has super strong ties to external stakeholders Outreach and communication can spread the Agency too thin, Customs must balance communication and maintain forward momentum

7. Communications Strategy Session Findings Recommendations for Communication (what to say) 1.Publish an implementation schedule, update it regularly 2.Good news / Bad news, truth in advertising will facilitate trade assistance 3.Provide Systems information as soon as possible 4.Milestone accomplishment will greatly support the resource priority of ACE 5.Provide information on the “whole system” data model 6.Provide Companies the lead time they need to evolve systems 7.Make the deployment of ACE transparent to the trade 8.Provide information without jargon (IT deployment) 9.Tailor messages to trade “release 1.0 doesn’t mean much, what is the added value, what is the cost—what does it mean to me?” 10.Provide information on how the ACE implementation is going to go, optional tool or mandatory compliance system? 11.Rollout the benefits of Account Management features of the ACE to the trade 12.Tighten information on becoming a first 40 account

8. Communications Strategy Session Findings Recommendations for Communication (how to say it) Web Site (www.customs.gov)www.customs.gov 1.Keep it timely and regularly updated 2.Preferred to trade articles and publications 3.Many orgs have designated people to obtain information 4.Increase info on implementation 5.Provide information on milestones and major deliverables 6.Develop implementation guides, etc. Email The communications strategy group identified e-mail as a good means of communicating with the trade. The fact that the content can be reviewed at leisure, is easily passed on and has real-time distribution were all cited as advantages

9. Communications Strategy Session Findings Recommendations for Communication (how to say it) Account Manager 1.Provide regular updates to all of Customs programs 2.Supply Trade members with benchmarking information as to where they are respective to pending requirements Conferences 1.Conferences, round tables have been extremely effective 2.Travel budgets are constrained 3.U.S. Customs meetings are a top priority 4.Meetings are trending to a local basis 5.Association meetings used to provide better information, perhaps good for those just entering the trade 6.Prefer to get info directly from customs, not a lawyer or consultant

10. Communications Strategy Session Findings Recommendations for Communication (how to say it) Primary Focus Industries 1.Customs forum, e.g. Account manager facilitated cluster of similar trade members 2.Customs could pair importers with similar issues, e.g. Automotive roundtable, quarterly meetings in Detroit, Partnership between the Office of Strategic trade and the account managers

11. Communications Strategy Session Questions?