Picture Permit Imprint Indicia Today’s topic is Picture Permit, a new offering from the U.S. Postal Service. Like many products and services that USPS is developing, Picture Permit is designed to add value to both First Class Mail and Standard Mail. Without question, mail still has an important place in this digital world. It’s the most effective way to attract and keep customers, and for bills and statements, most people choose mail over online. So mail’s value is holding – but it faces competition from digital and social media. That’s why USPS is looking for new ways for your business to benefit from mail. Picture Permit is one way.

Contents Picture Permit ― What is it? Elements & samples Who’s it for? Why use it? How much does it cost? Application process Resources & contacts Here are the topics we’ll be covering in today’s workshop [Go over content as listed on slide]

Picture Permit — what is it? Commercial mail permit indicia First-Class Mail or Standard Mail letters and cards Customize with company logos, brand images, or trademarks Use as “prime real estate” on mailpiece to advertise brand Pennies per mailpiece Picture Permit opens up huge marketing opportunities for pennies per mailpiece! It allows businesses, for the first time ever, to use the prime “real estate” of the indicia area, at the top right-hand corner of the mailpiece, to leverage or advertise their brand. The space can be customized with company logos, brand images, or trademarks. Picture Permit is available to permit mailers and mail service providers sending FCM or STD Mail letters & cards.

Elements of Picture Permit Indicia elements Mail class U.S. Postage Paid City and State (ZIP Code optional) Permit number PRSRT STD AUTO U.S. POSTAGE PAID NEW YORK, NY PERMIT NO. 99 Before we talk about how your mailing permit indicia can be customized, let’s review what needs to stay the same. You still need to display the official indicia elements such as mail class, “U.S. Postage Paid,” the originating city and state, and your permit number. This is an example using Standard Mail piece, but these elements also must be displayed for FCM. Domestic Mail Manual Section 604.5.3 http://pe.usps.com/text/dmm300/604.htm#wp1080814

Elements of Picture Permit (cont.) Customized elements (“imprint”) Company logos, brand images, or trademarks “Color” images only No QR codes in indicia area Minimum 8 pt text OCR readable font San serif preferred PRSRT STD AUTO U.S. POSTAGE PAID NEW YORK, NY PERMIT NO. 99 So that’s what’s required on the outside – but now comes the fun part. The center area of the indicia may be enhanced with customized elements such as company logos, brand images, or trademarks This slide lists some of the technical requirements and you can go to the DMM for more details. Domestic Mail Manual Section 604.5.3 http://pe.usps.com/text/dmm300/604.htm#wp1080814

Picture Permit — samples Here are some samples of Picture Permits used on First-Class Mail. Not to scale.

Picture Permit — samples (cont.) And here are some Standard Mail examples. Not to scale.

Picture Permit — who’s it for? New/existing permit mailers (mailers & MSPs) Commercial mailings Automation First-Class Mail and Standard Mail letters & cards only Full-service Intelligent Mail barcode (IMb) Existing permit holders can apply for Picture Permit as a way of giving their mailings more impact. For new permit mailers, the Picture Permit webpage provides details. Pictuer can be used on commercial presort and automation First-Class Mail and Standard Mail letters and cards only. Operational testing is required and all Picture Permit mailpieces must carry the Full-Service Intelligent Mail barcode.

Picture Permit — why use it? Capture attention Corroborate details of mailpiece Increase brand awareness Unleash creativity of mailer Improve open rate Improve ROI Here are some marketing benefits your business might receive from using Picture Permit – in other words, how it gives mailpieces greater impact . Picture Permit is a way to Capture attention Corroborate details of mailpiece Increase brand awareness Unleash creativity of mailer Potentially improve open rate Improve ROI

Picture Permit — how much does it cost? First-Class Mail letters and cards – 1¢ per piece (plus applicable postage) Standard Mail (Standard Carrier Route letters, High Density and Saturation letters) – 2¢ per piece (plus applicable postage) And the best thing is, all this extra “lift” can be purchased for mere pennies per mailpiece. The cost is 1 cent per mailpiece for First-Class Mail letters and cards and 2 cents per mailpiece for Standard Mail letters and cards.

Application process Step 1 Go to usps.com/picturepermit to review guidelines and complete the online registration Step 2 Complete online Picture Permit application (PS Form 3615-A), providing: Permit indicia information Signed agreement Submit signed copy to: picturepermit@usps.com There’s a four-step applications process, most of which is handled online. I’ll go through the steps one by one. [Read from slide]

Application process (cont.) Step 3 Program Management Office (PMO) confirms application has been approved Submit PDF copy of addressed mailpiece (showing envelope/card dimensions, IMb, clear zone, and proposed Picture Permit design) to: picturepermit@usps.com Application Approved [Read from slide]

Application process (cont.) Step 4 After Picture Permit design (in PDF) is approved Submit 500 sample mailpieces for operational tests Must be the exact replicas of mailpieces intended for induction into mailstream Each sample mailpiece must include: Complete “live” address of the intended recipient Return address of the sender Picture Permit Full-Service Intelligent Mail Barcode (IMb)   [Read from slide]

Application process (cont.) Step 4 (continued) Allow 30-45 days for operational tests Following successful tests, PMO will request mailing schedule with dates and volumes   [Read from slide]

In closing… Now, for the first time ever, customers can use the permit indicia on a mailpiece for advertising and branding. In closing, Picture Permit is a novel offering and a brand new opportunity to brand your permit mailpieces in a way that’s never been done before. We think it offers nearly unlimited possibilities for creative marketing. 15

For more information USPS.com USPS.com/picture permit RIBBS https://ribbs.usps.gov/ Overview FAQs Fact Sheet Samples Program Requirements Registration Link Application Form I hope this presentation has sparked your interest in Picture Permit as a way to enhance your mailpiece. This presentation is a high-level overview, and now I want to point you to sources for more in-depth information. The USPS Domestic Products team has developed numerous resources and they are available on RIBBS or on the Picture Permit webpage on USPS.com. There you will find [READ FROM YELLOW BOX ON SLIDE].

picturepermit@usps.com Questions Picture Permit Program Office U.S. Postal Service 475 L’Enfant Plaza SW, Room 5621 Washington DC 20260 Contact us at: picturepermit@usps.com Now I’ll be happy to try and take some questions [time permitting]. In case there are any inquiries I can’t answer, please see me or mail me your question and I will forward it to the project management office to make sure you get a response. And here’s how to get in touch with the Picture Permit Program Office yourself. The easiest way is to email the Program Office at “picturepermit@usps.com.” Now for questions [time permitting]. .