2012 Media Kit
Influence, Attract and Nurture Customers
3 I N C r e A S e yo u r o p t I o N S
5 M A x I M I z e yo u r M e d I A d o l l A r S
7 t A r g e t e d , I N N o VA t I V e , C u S t o M I z e d
9 M A x I M I z e yo u r M e S S Ag e
10 VA l p A k ® d I r e C t M A I l S o l u t I o N S
11 d I g I tA l pA C k A g e S
12 M o N t h ly p r o M o t I o N S
14 CoMpreheNSIVe Support SerVICeS
15 deSIgN ANd produCtIoN
“Valpak ® is one of the strongest
consumer brands I know of
for awareness and quick,
clear relevance to consumers.
They call it “Value Pack,”
and to millions of Americans
every month, it is just that.
Cox Target Media has made the
right choice in putting their
resources behind this brand.”
Targeted Media Will Increase Your Options
Not lIMIt theM
Valpak Ensures Your Message Hits
Home In More Ways Than One
Valpak is a results-driven marketing company that offers advertisers full service, targeted,
direct marketing solutions and support services. Valpak is an affiliate of Cox Enterprises, Inc.,
one of America’s leading media companies with major holdings in newspaper, television,
radio, cable TV and Internet/interactive industries. Taking advantage of our collective
understanding of media, Valpak has created integrated programs to maximize your
WHETHEr MArKETIng On A LOCAL, rEgIOnAL Or
nATIOnAL SCALE, YOu CAn TALK TO AMErICA DIrECTLY
• responsive consumer audiences know and trust our nationally branded products.
• Valpak works with you to develop unique direct marketing programs
using your own consumer databases or by creating micro-targeted
audience profiles based on your campaign needs.
• Buy nationally and execute locally. This enables you to target
messages by market or neighborhood.
• Select trade areas as small as 10,000 households, online
and/or offline, or as large as 40+ million throughout
• utilize our research services group to customize your
campaign targeting methodology.
• Take advantage of our award-winning creative services design
team to develop a new campaign or to extend your existing
“With Valpak ® having Molly Maid templates ready
to go, it’s a no-brainer. My business profile has
increased online because of the added exposure
that Valpak.com ® gives me. Moreover, my presence
on google ® is more prominent. Lots of people are
using the Internet to find good deals, and I want
them to find my Molly Maid.”
Hit More Homes. Hit More Accurately.
MAxIMIze your MedIA dollArS
Valpak Delivers ®
More Efficient Than Other Media
radio, television, newspapers and other media blanket large areas, reducing the
effectiveness of your advertising dollars.
Because we have a thorough understanding of, and presence in, local, regional and
national markets and a strong success rate in targeting “qualified” members of our audience,
we can design a comprehensive proposal that hits home for you every time.
tArgetAble – Audiences can be identified by age, income, family status and other
demographic, geographic, consumer behavior or expenditure identifiers. Our branded
programs can be designed to target an area surrounding specific retail locations or
pre-designated trade areas as small as
10,000 homes, or even smaller if your
proprietary program requires it.
trACkAble – using national
campaigns with total-market versioning
or creating unique local neighborhood
promotional programs, Valpak can help
you create or match databases of sales
and customer information that will help
you to maximize your current and
future customer acquisition and
effeCtIVe – We take the guesswork
out of your marketing efforts. no matter which solution or service
you use, we provide measurable and quantifiable results.
CoSt-effICIeNt - Our programs provide you with dynamic marketing options
designed to suit your specific budget and campaign objectives without the
inefficiency of traditional media.
SyNergIStIC – All of our Valpak product options can be used as stand-alone
marketing programs, or they can be combined to create a comprehensive
solution to meet all of your marketing needs.
“Since the coupons
started mailing in
July 2009 we have
continued to see
with Valpak ®.
It continues to
month. I encourage
any restaurant to
work with Valpak and
run Buy 1, get 1 Free
offers. now with
Valpak.com ® we
average 170 prints
a month from the
Valpak.com site and
the phone apps that
customers bring in.”
Targeted, Innovative & Customized Solutions
tAIlored for your SuCCeSS
Solutions That Work
Valpak® offers a number of distinctive products and services that work together to create
full-circle direct marketing support, regardless of how dispersed or diverse your audience
might be. Our solutions can consistently connect you with your best prospects.
• Branded consumer products, with a loyal readership base.
• Weekly scheduled mailings and a variety of ad format options.
• Solo direct mail programs for customized messages and audiences.
• Enable you to reach a responsive audience online and on the go.
• Extend your reach via exclusive distribution partnerships.
• Convert Web traffic to store traffic and vice versa.
• Create your own custom consumer profiles for
• Free design services to help you maintain brand efficacy.
“recently, one of our
us a Valpak ® coupon
which prompted us
to call. We never
realized the power of
The Blue Envelope ®
until we watched
coupon after coupon
Valpak is the only
form of advertising
that has worked for
us. We have already
to friends who are
business owners as
well as others who
have asked us
Complementary Products Maximize Your Message
WIth Core CoNSuMerS
Direct Mail Solutions:
The Blue Envelope ®
• Consumers throughout north America know and trust Valpak to deliver savings and values.
That’s why nearly 9 out of 10 households receiving Valpak open and look through
The Blue Envelope®.
• The Valpak envelope contains a mix of ads from national,
regional and local advertisers, including dining and
entertainment, home improvement, health and beauty,
automotive and more.
• From savings alerts, special discounts and offers,
to menus and more, consumers look to Valpak
each month to deliver rewarding, relevant and
reliable ads from neighborhood businesses and
• We have over 40 years of experience developing
the most effective strategies for businesses
of all sizes.
VALPAK FAST FACTS
• Valpak is delivered to households in
approximately 110 u.S. nielsen Designated
Market Areas (DMA), in 45 states, and
4 Canadian Provinces.
• In 2011, over 485 million envelopes were
mailed to over 41 million unique
addresses across the u.S. and Canada.
• In 2011, over 20 billion ads were mailed
2011 Valpak readership Study, Winter 2012, Valpak
VAlpAk dIreCt MAIl SolutIoNS
Valpak direct mail solutions use a demographic segmentation system called
neighborhood Trade Areas (nTA ). The selection criteria for an nTA is
part of the reason why Valpak direct mail solutions offers advertisers a high level
of performance. Mailing by nTA allows advertisers to target qualified customers
geo-demographically for the best possible results. The Valpak audience is profiled
using syndicated research from Scarborough research and Experian Simmons . TM ® SM
When combined with nielsen PrIZM , it provides advertisers with useful lifestyle
and predictive behavior data.
Solutions That Work
From mass-targeting to precision placement, Valpak® offers advertisers multiple ways to speak to those
qualified consumers who are most likely to want or need your products and services. And whether
you want to reach busy families, professionals, or active retirees, advertisers can trust Valpak to treat
consumers as smart, sophisticated shoppers who want offers that are relevant to their lifestyle.
• Valpak direct mail solutions enable you to focus your messages on a single neighborhood, city,
DMA or a combination that matches your store coverage areas or desired consumer profile.
• Valpak makes planning your campaign easy. By utilizing the Valpak regional mailing areas,
you can set up your campaign’s in-home dates with ease.
• Valpak mails each region of the u.S. and Canada once a month so your advertising message
arrives within a targeted time frame in the city, DMA, state/province or region you choose.
rEACH TOP PrOSPECTIVE CuSTOMErS In YOur MArKET
Single parent family traditional family With professional Couple in 30s professional Woman homeowners Who
teenagers who actively Children, drives Mini-Van dual Income, outdoor lovers Active Smart phone user like gardening
use the web travels often
females 25-54 professionals 25-45
hh Income $35,000+
excessive Clothes buyers
Or hh Income $60,000+
dine out frequently
Single parent household that Never Misses professional Male/female
Active retirees Male Music lover
book purchasers A Summer Vacation Internet purchasers
In Front of Your Customers
Wherever They Are!
• reACh CoNSuMerS WhereVer they go. Valpak® Smartphone Applications put your name in front
of consumers searching for local businesses on their mobile devices. The number of mobile coupons
redeemed in north America in 2011 and 2012 is set to increase by triple digits from 2010.
• StIr CoNSuMerS to ACtIoN WIth SAVINgS offerS ANd INCeNtIVeS.
An estimated 53 million adults print internet coupons, up 14% from 2010 (Experian® SimmonsTM,
Summer 2011 nCS Adult Survey 12-month.)
• AlloW your beSt CuStoMerS to SpeAk for your buSINeSS. ratings and reviews
for your business on Kudzu.com provide influential, decision-making content to consumers.
• MeASure roI. Ensure your marketing dollars are being spent effectively with clear-cut
reporting and tracking.
• reSIde oN MultIple plAtforMS WIthout hAVINg to MANAge eACh INdIVIduAlly.
We provide central ordering and management.
• Over 640 million offers were viewed on Valpak.com® in 2011, an average of
53.5 million per month!*
• In 2011, over 3.6 million coupons were printed from Valpak.com®.
• At the end of 2011, the total number of individuals (double opt-in only),
registered for Valpak.com® Member Exclusives was approximately 1.24 million.
Source: “elevating the Mobile love Affair with Coupons,” the yankee group, April 2010. omniture logs/records.
*Cox target Media, Inc. internal server logs/records
The Valpak national Promotions
Program Builds Awareness,
Consumer Excitement and
Anticipation Around Every Mailing
• Each blue envelope becomes interactive as consumers respond emotionally to the element
of surprise and the chance of winning exclusive prizes and rewards.
• Valpak consumers are engaged to open the envelope, not only to look for local values,
but also to participate in exciting lifestyle promotions.
• Valpak national promotions are a consumer favorite, increasing the brand’s #1 market leader
position and generating the highest open rates in the industry to ensure your marketing
messages are seen.
• Promotional partners include Food network, HgTV, CBS, WE TV and others, providing strong
consumer interest in the envelope.
I’ve seen the results…it’s as simple as that. Valpak has exceeded
all expectations. It has brought nEW customers in our doors…
I love that I can measure the effectiveness of marketing with
Valpak. We live in tough economic times and people are
looking for coupons like never before. They don’t throw
The Blue Envelope away.”
The Service and Support
your buSINeSS deSerVeS
Custom Fit For Your Business Success
rESEArCH SErVICES AnD COnSuMEr BEHAVIOr TOOLS
Valpak® uses nationally recognized research services to obtain census, demographic,
consumer behavior and consumer expenditure data to ensure precise audience targeting for
the best possible results. Our knowledge and understanding of the Valpak consumer means
your advertising dollars are maximized.
Valpak has the ability to identify specific consumer behaviors using nielsen PrIZM and
survey data from Scarborough research™ and Experian® SimmonsTM which plays a key role
in getting your message to the right audience. When combined with nielsen Consumer
Buying Power you have a winning formula that gives you the power to find consumers who
look like your customer.
ExPErIEnCED rESEArCH COnSuLTAnTS
Professionally trained research consultants are available to
provide pre- and post-analytical support to advertisers who
need unique quantitative data on individual programs:
• geographical Targeting/Mapping services are provided based
upon neighborhood demographics, retail shopping locations,
and postal carrier routes.
• Pre-Analytic support includes using sophisticated targeting
techniques to ensure advertisers are purchasing the most
appropriate portion of the Valpak audience.
• Post-Analytic support includes a variety of testing methods to
measure the success of the Valpak program or the offer itself.
deSIgN & produCtIoN
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Modern, Trendy Styling, Color Corrections, Walk-Ins Welcome, Coloring & Highlights
Advertisers looking for something more unique can choose
from a variety of printing, design and fulfillment options
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Balloons, Helium Tanks, Costumes, Face Paint
account representatives will help you obtain mail lists that will
accurately target your qualified audience.
Connect with your best Customers
In the mail. Online. On the phone.
Cox Enterprises, the parent company of Valpak, is the 6th largest advertising media company, by sales, in the united States.
(Source: “Media Industry”, Hoovers. Web. 06 Jan 2012 www.hoovers.com)
Valpak®, Valpak.com®, neighborhood Trade Area®, nTA®, The Blue Envelope®, The Envelope DesignTM and
Connecting Advertisers with Audiences® are registered trademarks of Valpak Direct Marketing Systems, Inc.,
its subsidiaries and affiliates. Copyright © 2012 Valpak Direct Marketing Systems, Inc. All rights reserved.
All other products and company names are used for identification purposes only and may be trademarks and/or registered trademarks of their
respective owners. Valpak Direct Marketing Systems, Inc. makes no claims to these trademarks.