The Project Manager's Guide to Mastering Agile: Principles and Practices for an Adaptive Approach

19 Case Study—Valpak

BACKGROUND

Established in 1968 and headquartered in Largo, Florida, Valpak is one of the leading direct marketing companies in North America, owned and operated by Cox Target Media (CTM), a subsidiary of Atlanta-based Cox Media Group (CMG). In addition, Valpak has one of the largest collections of digital coupons on the Internet with thousands of local products and services, as well as national brands.

Working in partnership with its network of nearly 170 franchisees in the United States and Canada, Valpak helps more than 54,000 businesses a year to achieve their marketing goals. Valpak's primary competitors are Money Mailer, Valassis (Red Plum), and Super Coups. Valpak's secondary competition includes newspapers, television, Yellow Pages, and any other forms of advertising. All in all, Valpak is trusted by consumers and merchants alike to consistently deliver value. 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 printable coupons and coupon codes, which has nearly 70 million offer views each month, as well as apps for smartphone platforms.

Valpak's IT group builds and supports technology for a wide variety of stakeholders and audiences, including consumers who are focused on saving money with coupons, Valpak franchises that need systems to ...