January 07, 2008 // Franchising.com // Valpak, the familiar blue envelope packed with savings, is getting a makeover to celebrate its 40th anniversary during 2008. Starting this week, consumers will notice the new look when they visit their mailboxes.
The last Valpak rebranding took place in 2002, but this latest transformation has a unique social twist - Valpak used the input of 10,000 Valpak consumers to help choose its final envelope design. Through a unique survey, consumers were given the opportunity to vote on which envelope design was most appealing.
The rebranding is not just cosmetic. Valpak has achieved record-high brand awareness with consumers, and its rebranding will put a renewed focus on audience selection, a move designed to benefit clients. Unlike other mass mailers, Valpak uses syndicated and secondary research data to target select households based on key demographic and psychographic traits to help advertisers zero in on their best potential customers.
"We've been successful branding our image in the minds of consumers – 9 out of 10 consumers open and look through the Valpak envelope every month," said Melissa Fisher, Sr. Vice President of Marketing for Valpak. "Central to this rebranding is enhanced targeting and audience selection services for our advertising clients. Clients have been excited to find we include this level of sophisticated marketing research in our standard service."
In addition, Valpak recently completed a $200 million production and distribution facility that will further help its targeting capabilities. The fully automated facility will allow advertisers to target households in groups of 10,000 and allow them to version their advertisements to each select group of households.
Headquartered in Largo, Florida, Valpak is owned and operated by Cox Target Media, one of the leading direct marketing companies in North America. In 2008, Valpak will deliver savings to over 45 million households each month throughout the United States and Canada. Annually, Valpak distributes some 20 billion offers inserted in nearly 530 million envelopes. In addition, Valpak.com®, an online site for local savings, has over 20 million offer views each month. Cox Target Media is a subsidiary of Atlanta-based Cox Newspapers, owned by Cox Enterprises, Inc., one of the largest media conglomerates in the United States.