September 29, 2000


Multicultural Markets Are "Too Big to Ignore," According to USPS-Sponsored Research

Anaheim, Calif.- The U.S. Postal Service today at the National Postal Forum launched its 2001 multicultural marketing campaign designed to generate revenue and better serve business owners and consumers in the African-American, Asian-American, and U.S. Hispanic communities.

"These three ethnic segments are growing faster than the overall U.S. population," said Specialty Markets Manager Brett Savage. "Multicultural market segments are too big to ignore, based on research recently developed for the Postal Service," said Savage.

The combined purchasing power of African-American, Asian-American and U.S. Hispanic communities account for more than a trillion dollars. An they make up nearly 30 percent of the U.S. population.

"Ad Mail, or direct mail advertising, generates postal revenues of an estimated $1.8 billion annually among Hispanic-owned businesses, and another $1.3 billion among businesses owned by African Americans," said Savage. "And, there is potential for even greater results for the Postal Service in these markets in the future.

"The Postal Service," he said, "plans to make its services more accessible and relevant to minority-owned businesses by offering a number of multi-lingual information packages about the advantages of Ad Mail and other postal products and services by channeling information, advertising and publicity toward specific ethnic communities."

Savage pointed out that the Postal Service's multicultural initiative includes the launch of a Spanish-language version of its Web site, www.usps.com/correo.

The research, conducted for the Postal Service by Strategy Research Corp. of Miami, Fla., and its parent company, Market Facts, Inc., of Arlington Heights, Ill., measured awareness knowledge and usage of a broad range of postal service products and services. Those services included domestic and international document delivery, package delivery, business advertising media, postage sales, and message delivery, including First-Class Mail, fax, and email.

Savage said that multicultural marketing plans based on the research are now being developed for eight Postal Service products and services: Ad Mail, Express Mail, Express Mail International, First-Class Mail, Priority Mail (domestic and global), First-Class Mail, and the postage-via-internet services.

Implementation of the Postal Service's multicultural marketing initiative begins in the first quarter of 2001.

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