*USPS Launches Spanish-Language Web Site, Selects African-American Agency

ANAHEIM, CA — The U.S. Postal Service launched a Spanish-language version of its Web site yesterday at the fall 2000 National Postal Forum here as part of its 2001 integrated multicultural marketing campaign.

The Web site, www.usps.com/correo, includes postal news and information about package services, special services and money-transfer services. The site also features a frequently-asked-questions section and an online consumer survey to give feedback to the USPS. In addition, visitors to the site can view a USPS Spanish-language TV commercial on the site. Correo means post office in Spanish.

The Web site also contains commonly accessed information from USPS’ main Web site, www.usps.com, including ZIP code information and moving tips. The site will soon include post office locations and postage rate calculations.

“We want to expand the reach and capability of our Web site for all Americans,” said John Nolan, deputy postmaster general at the USPS. “With the introduction of the usps.com/correo site, the postal service is recognizing the importance of the growing Hispanic market in this country.”

Nolan said Hispanic Americans’ purchasing power was more than $370 billion last year. This is a “tremendous market that can be effectively reached through direct mail,” he said. “And we want to attract more of their business.”

Similar sites targeted to other customer groups that support their needs and marketing efforts may follow, Nolan said.

The USPS also said yesterday that it has elected the Chisholm-Mingo Group, Washington, as its new agency to lead its African-American communications and marketing efforts.

The agency will be responsible for strategic planing, creative, media planning, promotions and other services to support the USPS’ multicultural marketing efforts.

The agency will soon launch a new campaign that will be targeted to corporate America, highlighting USPS products and services as the gateway to the burgeoning African-American marketplace.

Chisholm-Mingo joins USPS’ roster of multicultural agencies, including the Bravo Group for Hispanic advertising and the Asianese Partnership for Asian American marketing.

As for other advertising news, even though rumors spread at the forum that the USPS would announce Leo Burnett USA, Chicago, as responsible for the creative portion of its mass-market ad accounts, several USPS officials had no comment and said there were erroneous statements in some news reports.

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