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Home Explore Valpak of Southern Virginia - Media Kit 2018

Valpak of Southern Virginia - Media Kit 2018

Published by jeff_miller, 2018-06-12 11:04:28

Description: Why choose Valpak® of Southern Virginia?

Many have come to know Valpak as the blue coupon envelope and they wouldn’t be wrong. Valpak is at the heart of communities across North America, helping people save, businesses grow and neighborhoods thrive.

We are a full service advertising company in Hampton Roads devoted to provide innovative and effective brand marketing and advertising solutions to help our clients grow their businesses and reach their marketing goals.

Keywords: media kit,valpak,hempton roads,norfolk,virginia beach,virginia,chesapeake,suffolk,portsmouth,peninsula

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Valpak Media Kit 2018 1

Today’s Customer JourneyWhy Choose Valpak®?Many have come to know Valpak as the blue coupon envelope and theywouldn’t be wrong. Valpak is at the heart of communities across NorthAmerica, helping people save, businesses grow and neighborhoods thrivethrough a network of local franchises in the U.S. and Canada.Today, we’re a full-service marketing agency providing industry-leadingtraditional and digital marketing solutions to small to large-sized businesses.With Valpak of Southern Virginia, you’ll still find the coupons in our BlueEnvelope that we’re known for, only now, you’ll find them online and indigital apps. We mail nearly 40 million homes and host approximately 11million daily unique visitors online, 50% from mobile platforms.From The Blue Envelope® to website design My Valpak My Valpakand development to everything in between,Valpak supports local businesses with a full My Favorites My Deal Vouchers My Favorites My Deal Voucherssuite of innovative marketing services. Closet Factory >MoreThe best thing about Valpak of Southern Free Estimate OffersVirginia? We’re right here, where you are, in $300 OFFyour local community. With over 150 franchiselocations, you’ll benefit from a personal Custom InstallationValpak ally to guide your marketing decisionsand help your business prosper. Because our East Coast >Moremarketing consultants live and work in your Appliance Offerscommunity we know what your customers $300 Offwant and can help you take the guessworkout of advertising with real-world marketing Select mattressessolutions that drive measurable results. Y-Not Italian >MoreOur local Valpak office has the means and FAMILY SPECIAL $16.99 Offersknow-how to custom build a marketing 18\" Cheese Pizza,campaign that meets your needs and budget Garlic Rollsto help your business grow. & a 2-L SodaLet us introduce you to the neighborhood. Care-A-Lot >More Pet Supply Offers BUY ONE, GET ONE FREE PIZZA CHEF >More Buy 1 Get 1 FREE Offers Weekday Specials Pizza, Pasta & [email protected] • 757-493-9950 2

How Valpak DeliversPath to PurchaseMore than 80% of consumers research online before making a purchase.We have a solution for every path to purchase and we track consumerengagement in response to your Valpak ad.Source: “Understanding how US online shoppers are reshaping the retail experience,” PriceWaterhouseCoopers [email protected] • 757-493-9950 3

Capabilities OverviewThe Total Valpak SolutionTargeted Direct Mail Valpak.com Reach a targeted audience using Desktop, mobile, app a variety of direct mail formats • Business Profile Page: and enhanced capabilities. • Online Offers• Direct Mail Formats: • Optimized Marketing Message • Coupons • Consumer-Relevant Business Info • Larger Print Formats • Maps & Directions• Contact Form • Circulars & Booklets • Photo Gallery & Video • Cardstock & Unique Imprinting • Website & Social Media Links • Envelope Cover • Consumer Interaction Metrics• Enhanced Capabilities: • A/B Testing • Syndicated Partner Network • Selective Targeting • Address MatchbackPerformance Tracking Digital SolutionsPost-analytic methods to leverage learnings Reach more audiences with our suiteand optimize future campaigns of digital products that will create or enhance your online presence• Direct Mail Distribution• Online Traffic • Website Creation & Development• Phone Calls • Local Claiming• Online Offer Activity: Clicks, Views & Prints • Search Engine Optimization (SEO)• Performance Dashboard • Search Engine Marketing (SEM) • Display Advertising – Google AdWords • Social Media [email protected] • 757-493-9950 4

How Valpak DeliversValpak HouseholdAUDIENCE ENGAGEMENT AUDIENCE79 % of households that Monthly: 36 Million receive The Blue Envelope are Annually: 436 Million aware of it72% of households NEIGHBORHOOD open and look TRADE AREAS® (NTAs) through it Households mailed per NTA:10,00065 % of households look at every Valpak NTAs are demographically selected envelope insert neighborhoods within USPS carrier routesSource: 2017 Valpak Readership Study, Research Now®November 2017 DEMOGRAPHIC PROFILE U.S. ValpakHousehold $80,882 Income $107,451 Home $274,438 Value $366,235 College 59%Educated 70% Median 47Adult Age 48 Owner 65%Occupied 72% Source: Claritas - 2010 Census with current year projections, January [email protected] • 757-493-9950 5

The Blue Envelope & Direct ResponseTargeting CapabilitiesGeographic Targeting Demographic TargetingTarget using carrier route, ZIP code, county, Identify and target key demographics withinmarkets, state-level or a custom geography. the Valpak audience by NTA®. Sample demographics include age, income, presenceConsumer Behavior Profiling of children, etc.Find consumers with a higher likelihood ofpurchasing your product or service using Purchase PowerPRIZM® NE. Use PRIZM along with national Identify households that are estimated tosurvey data to identify your target customer spend more than the average household onand attract more. your product or [email protected] • 757-493-9950 6

The Blue Envelope & Direct ResponseCreative Best Practices For 50 years, Valpak has conducted extensive research studies to understand what works best for consumer ad engagement.Category ExpertiseThrough 50 years of experience, we’ve learned that every business category is unique and affected byseasonality in different ways. We know the best offer for your business depending on the time of year.Through historical data, we can also tell you recommended frequency, reach and the results you canexpect to achieve [email protected] • 757-493-9950 7

The Blue Envelope & Direct ResponseThe Blue EnvelopeOur envelope invites engagement with a chance to instantly win $100just by opening it.The Blue Envelope drives response and awareness for Valpak advertisersthrough advanced targeting and 50 years of best practices in design andoffers. Each month, the Valpak envelope delivers savings to nearly 40 millionunique addresses.How We Drive Results Consistency Every month, The Blue Envelope reaches thousandsTargeted Audience of consumers in your neighborhood throughThe Blue Envelope delivers savings to households still-powerful direct mail. We put your professionallygeographic locations, demographics and created coupon directly into the hands ofconsumer purchase behaviors. consumers.Visibility Purchase PowerThe Valpak Blue Envelope is among the most The very people who will see (and act on) yourrecognized and well-received direct mail coupon coupons are part of an upscale, educated,programs. Nearly 3 in 4 households open and professional audience with more than just a littlelook through the coupon offers in The Blue spare change in their pockets. In fact, the averageEnvelope®.* Valpak household income is 33% higher than the average U.S. household.**Instant WinValpak envelopes randomly include $100 checks *2017 Valpak® Readership Study, Research Now®, November 2017in all markets to drive open rates and reward **Claritas data with current year projections, January 2018consumers who look through the envelope (andat your offer)[email protected] • 757-493-9950 8

The Blue Envelope & Direct ResponseCouponsOur expertise in graphic design and messaging can help you grow yourcustomer base using our standard coupon format.Valpak’s print coupons are devoted to your business. As the foundation ofyour Valpak marketing campaign, these well-designed mini-billboards initiateonline and foot traffic.How We Drive Results of fact, they know your competitors, too! That’s why you can trust them to recommend the mostWe Know Graphic Design effective offers, frequency and reach andYears of experience and eye-tracking studies provide accurate performance feedback.have revealed to us the ultimate graphic designformula that will get your coupon noticed. Unique ExposureWhether you choose from hundreds of proven With a print coupon, it’s all about you. Yourdesigns or we custom design a coupon business and your offer will be center stage andspecifically for your business, very coupon is you percent (65%) of households receiving Theeasy to view and entices maximum response. Blue won't have to share with anyone else. Sixty-five Envelope look at every coupon inside.*Local Industry ExpertsYour local Valpak marketing representatives arenot only experts in direct, local marketing butthey also know your neighborhood. As a matter *2017 Valpak® Readership Study, Research Now®, November 2017 [email protected] • 757-493-9950

The Blue Envelope & Direct ResponseLarger Print FormatsValpak continuously researches new and innovative direct mail formats tocreate attention-grabbing products that capture consumer attention andincite action. Larger print formats are increasingly popular.While 2-, 3- and 6-panel flyers elevate your message and provide optimalexposure, our 8-, 12- and 16-page circulars and booklets rival freestandingnewspaper inserts. 2-panel Flyer3-panel Flyer 6-panel Flyer 8-page CircularHow We Drive Results The Choice is Yours Tailor your coupon to your business goals andBold, Eye-Catching Formats budget. We provide you choice of coupon format andThe larger print formats are sure to get exposure a variety of paper options. Larger print formatsinside The Blue Envelope. They look and feel provide additional image areas to showcase yourdifferent from other inserts. They add to the many products, services, locations, menus or events.sorting experience, causing consumers to pause onyour coupon. A colorful, thicker insert featuring your It’s Your Adbrand and your offers will instantly capture We recognize that the marketplace is competitive.attention. Consider using larger formats in between When you choose one of our larger print formats, youyour standard coupon mailings to increase can do so without concern of your competitorconsumer anticipation and engagement. appearing on the back of your coupon. Our larger print formats can also be printed in bulk to provide you with additional takeout menus, flyers or handouts for your own local [email protected] • 757-493-9950 10

The Blue Envelope & Direct ResponseCardstock and Unique ImprintingTrack redemptions by imprinting each insert with a unique identifier code,keep consumers coming back with loyalty cards or get them to take actionwith Business Reply Mail (BRM).Give your coupons a sturdy start and a strong finish with unique imprinting,choice of finish, various size formats and other customizations.How We Drive Results Increase Redemptions Loyalty cards not only reward your existingTracking Redemption is Easy customers for repeat purchases, but also attractUsing unique codes on each piece enables you to new consumers. Seventy-four percent oftrack response by geography and ensure consumers said they’re more likely to shop whereone-time use when necessary. Matchback to a loyalty/reward cards are offered.*consumer’s address is also available to identifywhich households have redeemed your offers. Provoke Action Cardstock pieces provide an advantage when you want consumers to take action. Available in uncoated finishes and various paper thickness, cardstock and BRM drive consumer action. *Epsilon, “2015 Holiday Shopping Survey Results, “ July 29, [email protected] • 757-493-9950 11

The Blue Envelope & Direct ResponseEnhanced CapabilitiesTarget specific households based on data-driven information and testdifferent offers. Valpak offers three ways to test your offer:1. A/B TESTING OFFER OFFER OFFER OFFER OFFER OFFER OFFERTest up to four creative versions within a single 1 1 2 1 2 1 2mailing to determine the best-performingcreative. Test varying offers or visuals or simply OFFER OFFER OFFER OFFER OFFER OFFER OFFERtest different call-to-action drivers. 2 1 2 1 2 1 2 OFFER OFFER OFFER OFFER OFFER 1 2 1 2 1 OFFER OFFER OFFER OFFER 2 1 2 2 OFFER OFFER 2 1 2. SELECTIVE TARGETING Let Valpak invigorate your mailing list by matching it with ours. Send current customers a loyalty offer. Separately, but simultaneously, send past customers reactivation offers, and potential customers incentivizing offers.3. ADDRESS MATCHBACKTake “SMART” to a new level with this option.Utilize unique codes to determine whichhouseholds are redeeming your offers. Use thisvaluable data to continue follow-up campaignswith the Valpak SMART [email protected] • 757-493-9950 12

Digital MarketingDigital SolutionsValpak is the one-stop media shop with the solutions you need to growyour brand power and customer base and to reach the right customers inthe places they search and shop. TOTAL INTEGRATION Digital Solutions Reach more consumers online Desktop • Mobile • Social MediaDigital Marketing in One Place• Valpak.com Business Profile Page (BPP)• Social Media Marketing• Website Development• Local Claiming• Search Engine Optimization (SEO)• Search Engine Marketing (SEM)One-Stop Media ShopThe days of working with several marketing agencies and keeping track of different bills and contracts areover. Valpak helps you control your online presence, including digital search advertising and social mediamanagement.Delivering ExpertiseWhen you trust Valpak with your marketing, you trust dedicated, on-trend experts who know how to createand manage the solutions for your unique preferences. It’s OK if you don’t know the difference betweenPinterest and Instagram or SEO and SEM. It’s also OK if you just want to focus on other aspects of yourbusiness, like making [email protected] • 757-493-9950 13

Digital MarketingValpak.com Business Profile Page (BPP)Your business profile of Valpak.comand the Valpak app will extend thereach of your offers to our network ofwebsites, apps, search engines anddirectories.What’s Included? In 2017, Valpak.com hosted nearly 11 million daily unique visitors;• Marketing message• Up to 3 offers to drive consumer response 50% from mobile platforms.• Contact form tailored to your business• Maps and directions We increase incremental reach• Photo gallery and video through our syndicated network of• Website and social media links• Enlightening usage metrics that measure views, select partner websites. clicks, prints and callsOptional: Custom upgrades available for ongoing SEOoptimization and multi-location businesses.How We Drive ResultsHigh Search Engine RankingValpak.com ranks high in organic search results with nearly 4,868 keywords ranked in the top 3 Googlesearch results and more than 29,250 keywords ranked in positions 4-10.*Engaging ContentValpak BPPs are rich in unique content about your business. In addition to local savings on valpak.com,shoppers also experience limited-time promotions, sweepstakes and savings from nationallyrecognized brands. This interest-drawing content increases views to your BPP and your offers!*SEMrush, January [email protected] • 757-493-9950 14

Digital MarketingWebsite DevelopmentMake a memorable first impression with an attractive website. We work withyou to customize colors, photos, logos and other artwork needed for anoptimal website. Choose from a 5-page templated website or customizedwebsite.What’s Included?• Templated or custom website• Custom colors, images, fonts and more• Responsive, mobile-friendly design• Dedicated website development team• Branded email accounts• Hosting and domain registration• Tracking, reporting and analytics• Unlimited technical support• Unlimited text changes• Up to 25 image changes per month• Additional custom options, like e-commerce integration, are also available.How We Drive ResultsWe Listen and Tell Your StoryThe core purpose of your business website is to show and tell your story, your way. It’s your brand! Our teamof web development experts understands that your website is much more than indecipherable code. We willwork with you to help you tell your best story to the most people.Responsive, Mobile-Friendly DesignPeople are always on the move, so they should be able to access your website wherever they are. Yourwebsite will look great on both desktop and mobile devices, meeting the needs of consumers, acrossgenerations, whenever and wherever they shop.FlexibilityYou could update your brand logo. You could offer new services or products. We get that your website is anever-changing display. We provide the flexibility to update is as changes occur. Contact us any time you needguidance or assistance making those [email protected] • 757-493-9950 15

Digital MarketingLocal ClaimingFurther improve your search results by helpingyour business appear consistently and accuratelyon top local-search directories. Our local claimingpackage will ensure the accuracy and consistencyof your online business information.What’s Included? Google Search Result• Accurate, optimized business information on top search engines:Google, Bing, Yelp, YP.• Confirm your business address is pinned accurately on Google Maps• Confirm your business phone & website address are available online• Confirm links to your website from the top search enginesand directories (through aggregation) are working correctly• Monthly submission of your business information to four majordata aggregators: Localeze, Infogroup, Factual, AcxiomHow We Drive ResultsWe Put in the WorkWe start by manually submitting and validating your business information with the top-four search engines.Electronically, we also submit your information to the top-four major aggregators.We Don’t StopWith your active local claiming solution, we’ll continue to submit your accurate and optimized businessinformation to our aggregators which, over time, will show results in over 50 directory sites.We Follow UpNinety days after local claiming is completed, you should see the results in directories and search enginesyourself. We’ll follow up with metrics to show how your online listings have [email protected] • 757-493-9950 16

Digital MarketingSearch Engine Optimization (SEO)Get found online by increasing your search rankings. Through the integrationof keywords and phrases, we can help improve the visibility of your websitein a search engine’s unpaid, organic search results.What’s Included?• Optimization of page content and images• Meta descriptions and title tags• Packages from 3-9 keywords• “Follow” and “share” social buttons• Rank and analytic reportingDepending on package choice, services can alsoinclude: YouTube channel setup and videocreation, optimized blog and press releases.These features all link back to your website tomake you show higher in search results and helpconsumers fin your business.How We Drive ResultsWe Know SEOOur SEO experts help you choose the most relevant keywords for your business and create uniquecontent to get your articles and pages ranking higher in search results.We’re ProactiveWe stay ahead of Google algorithm changes to ensure your website remains a top search result.We’re TransparentWe’re sure of the integrity of our SEO and we want you to be sure too! That’s why we put theperformance of your SEO in plain view with an online dashboard where you can monitor your [email protected] • 757-493-9950 17

Digital MarketingSearch Engine Marketing (SEM)Search Engine Marketing - also known as Pay-Per-Click - SEM is the quickand powerful way to drive search engine traffic to your website andcustomers to your door. Your SEM campaign will reach millions of potentialcustomers across multiple networks like Google.What’s Included?• Keyword research and integration• Campaign setup• Automated bid optimization• Ad copy creation, testing and rotation• Google AdWords ad placement• Various budget levels based on your business needsTake it to the next level with tiered,custom packages that integrate phonecall tracking and online forms.How We Drive ResultsWe Deliver TrafficOur SEM program gets your website in front of eager shoppers with highly targeted ads.Bid ManagementWe increase or decrease keyword bids on an hourly basis, ensuring your marketing dollars arehyper-focused when and where consumers are searching for the products or services you offer.We’re CommittedWe don’t stop after your campaign is built. We continue to monitor the success of your campaign andyou can too, via our SEM [email protected] • 757-493-9950 18

Digital MarketingSocial Media MarketingEasily connect with customers on social media with Valpak. From creatingyour social profiles to posting content, our team will help build your brandawareness and keep conversations flowing with your customers.What’s Included?• Expertise with multiple social media platforms• Creation and optimization of social pages• Ongoing content creation and posting• Monthly fan-building adsCustom packages for additional fan building and specificchannels available based on your business needs.How We Drive Results Facebook pageFan BuildingWe can help you reach untapped audiences by creating and/or managing your social presence onFacebook, Twitter and Google+.Consumer InsightsBy monitoring your social networks and devising content strategies, Valpak helps you better understandwhat your customers are interested in and how they behave.Word-of-Mouth MarketingConsumers turn to social media to learn more about brands. We get your brand out there and helpincrease foot traffic to your [email protected] • 757-493-9950 19

Performance Tracking & ROITrack and MeasureToday’s customer goes online for more information before making apurchase. If you are only using methods of tracking your marketing, you maybe drastically underestimating the true response to your offer.Know how consumers find your business and what drivesthem to purchase with our local print and digitaladvertising solutions. We track your campaignperformance to definitively prove that Valpak works!What We Track• Valpak print coupon distribution.• Valpak.com Business Profile Page (BPP): views, prints, clicks and unique consumer actions.• Using a dedicated web address, online traffic driven from your print coupon.• Phone calls driven by your print coupon and BPP through the use of a call tracking phone number.• With an active SEM campaign, we’ll track online traffic generated by the campaign and, if applicable, phone calls too!Valpak Performance DashboardKnowing that consumers interact with businesses in various ways, Valpak captures their actions conveniently ina single dashboard. Whether it’s phone calls, direct traffic to your dedicated web address or activity on yourValpak.com profile, you’ll [email protected] • 757-493-9950 20

Performance Tracking & ROICall TrackingWe put a unique phone number on every part of your Valpak® campaign tohelp you monitor the quantity and quality of phone responses youradvertising generates. Information about calls is captured and reported in aneasy and actionable format, including the date and time of calls and callrecordings.What’s Included?• Turnkey phone line provisioning of toll-free or local numbers based on availability• Call recordings• Call summary reports and call dashboard• Whisper feature – a pre-call “whisper” notifying you that a call is coming through a Valpak call tracking line• Email call notificationsHow We Drive ResultsWe Help You Manage PerformanceThe ability to listen to call recordings can be used as aperformance management tool.We Help You Operate More EfficientlyKnow the days and times of the week you receive the highest call volume to increase your staff count duringpeak periods and reduce it otherwise.We Manage Your CampaignInclude a unique call tracking number on different parts of your campaign and we will show you, in oneconvenient dashboard, where most of your leads are coming [email protected] • 757-493-9950 21

Our Community ServiceOver the years, Valpak has delivered millions of dollars in savings acrossNorth America. But it’s a different kind of local value that we’re mostproud of: helping neighborhoods like yours thrive. Being a good neighboris at the heart of what we do. Finding new ways to bring enduring valueto our neighbors is just part of our DNA. Valpak is proud to support thelocal businesses, organizations and non-profits that create neighborhoodsfor all to enjoy.CONTACT:Valpak of Southern [email protected], Valpak.com and The Blue Envelope are a registered trademarks of Valpak Direct Marketing Systems, Inc., its subsidiaries and affiliates.©2018 Valpak Direct Marketing Systems, Inc. All Rights Reserved.17-3534-1349 Rev 6/[email protected] • 757-493-9950 22


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