Valpak(R) Franchise Helps Businesses, Consumers Survive Tough Economy
Direct mail brand refranchises and prepares for expansion in Boston
July 20, 2010 // Franchising.com // (Largo, FL) -- After spending more than 15 years in broadcasting as a vice president and general manager at various television and radio stations, Western Massachusetts resident Fred Steinman decided it was time to start his own business. So in 2004, he purchased Valpak of Western Massachusetts as a way to help businesses thrive and consumers save money. Valpak, the most recognized direct mail brand in the U.S., has been in business for over four decades and its trademark blue envelopes have become even more ingrained in consumers' lives with the downturn in the economy.
Steinman says the Valpak brand is appealing to businesses because they are able to yield a high return on investment through Valpak's distribution of coupons. King Ward Coach Lines, for example, is included in Valpak's mailing to 150,000 homes in Hampden and Hampshire Counties and the business typically averages about 500 redemptions per month. Not to mention, coupon usage is at an all time high.
"With families pinching pennies to save money, studies show that people are going to continue to live frugally as the economy improves. Valpak helps families in Massachusetts achieve this lifestyle," said Steinman.
Currently, Largo, Florida-based Valpak is giving entrepreneurs, like Steinman, the opportunity to contribute to this trend by refranchising its company-run operations. In the past two years, the company has successfully refranchised 13 of those locations throughout New York City, Houston, Minneapolis, Tampa Bay, Chicago and Los Angeles. Now, they are focusing on Boston, where Valpak mails to 940,000 households. Valpak has divided up this market into three separate franchises that can be purchased separately or together as one.
"This is the first time in 20 years that prime territories such as L.A. and Boston have been available to franchisees," said Valpak president Jim Sampey. "These markets are continuing to grow under local ownership and taking advantage of Valpak's new, state-of-the-art manufacturing center here in St. Petersburg that gives us the ability to more than double our current print volume."
According to a recent survey by ICOM, Information & Communications, 45 percent of respondents said they were much more likely to use coupons during a recession – good news for Valpak. Most successful Valpak franchisees have backgrounds in sales and business management and are "hands-on" owners committed to customer service and maintaining the standards of the franchise network.
"Boston is an exceptional franchise market, so we are looking to match it with the right people," said Sampey. "Our best franchisees enjoy sales, being part of their community and helping other businesses grow. This is a wonderful opportunity to be your own boss, while having the tremendous resources of Valpak behind you at the same time."
Valpak, one of the leading direct marketing companies in North America, is owned and operated by Cox Target Media, a subsidiary of Atlanta-based Cox Media Group. With nearly 200 franchises throughout the United States and Canada, The Blue Envelope® delivers savings and value to nearly 40 million households each month. Annually, Valpak will distribute some 20 billion offers inserted in more than 500 million envelopes. Valpak also offers digital solutions with www.Valpak.com®, an online site for local savings, which has nearly 40 million offer views each month, as well as mobile phones, including apps for iPhone™, iPod touch®, AndroidTM, Palm® PreTM and BlackBerry® platforms.
Cox Media Group
Cox Media Group, Inc., a subsidiary of Atlanta-based Cox Enterprises, is an integrated broadcasting, publishing and digital media company that includes the national advertising rep firms of Cox Reps. With revenues exceeding $1.5 billion, the company operations include 15 broadcast television stations and one local cable channel, 86 radio stations, four metro newspapers and more than a dozen non-daily publications, and more than 100 digital services. Additionally, CMG owns and operates Valpak, one of the leading direct marketing companies in North America.