Cox Target Media
Company: Cox Target Media, Largo, Florida
Company Description: Cox Target Media is North America’s leading direct marketing company and a part of Cox Enterprises’ Newspaper Division. The company’s flagship brand Valpak delivers targeted marketing to more than 40 million households each month. Since its inception in 1968, Valpak has become the most recognized brand in the industry.
Nomination Category: Company, Office & Product Awards Categories
Nomination Sub Category: Best Corporate Social Responsibility Program
Nomination Title: Cox Target Media’s Valpak Aid to “Stamp Out Hunger”
1. Tell the story about what this nominated company achieved in 2004 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Cox Target Media (CTM) and Valpak franchise owners helped generate a 20
percent increase in 2004 donations to “Stamp Out Hunger” (SOH), the nation’s
largest one-day food drive. Valpak, the company’s flagship brand, provided
audience messaging in more than 100 key U.S. media markets.Valpak supported SOH in cooperation with the National Association of Letter
Carriers (NALC), the men and women who provide on-time delivery of the Valpak
envelope that helps Americans save money. Research showed that the Valpak
audience provides 56 percent of all U.S. expenditures on charitable organizations
each year. This amount was 33 percent more than the average U.S. household.When Valpak presented its SOH campaign support strategy, NALC President,
William H. Young said, “This effort by Valpak... should have a significant impact
on alerting the public and encouraging donations. We applaud the company’s
unselfish move to help fight hunger in America and welcome them into our family
of food drive supporters.”Valpak employed a multi-disciplined approach in support of this cause:
A. On Valpak envelopes:
1. From March 24 through May 3, 40 million U.S. homes received Valpak
envelopes promoting SOH.2. Envelope artwork supported the food collection and Bil Keane’s
2004 “Family Circus” message was used on all SOH marketing materials.B. Inside Valpak envelopes:
1. A donation of 44,000 lbs. of paper was secured for 14.5 million coupon
inserts to support the campaign.
2. Strategically placed inserts in Valpak further supported key markets,
where additional messaging was needed.
3. Insert messaging reinforced Valpak’s support of the SOH campaign
and provided consumers donation instruction.C. Valpak franchises:
1. Numerous ad templates with SOH messaging were created for local
advertisers to tie their messaging and offers to the cause.
2. Food retailers were tapped to promote offers relevant to the campaign
or pledge support by subsidizing the cost of the insert promoting SOH inside the
Valpak envelope.D. Valpak.com:
1. The Valpak consumer savings Web site further supported the message
with a banner and Web page with SOH information and donation instructions.
2. Valpak offers featured savings on relevant food items consumers could
purchase for donation.E. Television & Radio Media:
1. National TV advertising was increased by more than $400,000 to
showcase Valpak commercials tagged with support of SOH and donation
instructions.
2. TV ad scheduled were correlated with Valpak in-home delivery for
increased SOH consumer awareness.
3. Local Valpak franchises worked with local advertisers and other media
vehicles to extend campaign awareness, including on-site radio broadcasts from
grocery stores and partnership for collection locations.Thanks in part to CTM’s support, non-perishable food donations to the initiative
increased more than 10 million pounds. Overall, the program collected more than
70 million pounds of food - a record in “Stamp Out Hunger’s” 12-year history.NALC spokesperson Drew Von Bergen said, “Valpak’s 2004 addition as a
corporate partner in the Food Drive was a major factor in achieving a new donation
record. As a result, millions of additional Americans will receive help in fighting
hunger.”
2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: List each link on a separate line, begin each link with http://, and enclose each link in square brackets; for example, [http://www.website.com]:
See: “Letter carriers deliver great food drive” Letter to the Editor
See “Valpak to Mail 40 Million Packets Boosting May 8 NALC Food Drive”
http://www.nalc.org/news/bulletin/bull0304.html#fddriveSee “March 17, 2004” news release
http://www.coxtarget.com/press_releases.htmlSee NALC news article
http://www.nalc.org/news/precord/ArticlesPDF/0704-fooddrive.pdfSee news article
http://archives.pioneerlocal.com/cgi-bin/ppo-story/archives/localnews/2004/dp/05-06-04-284820.htmlSee NALC press release
http://www.nalc.org/news/release/pr060204.html
3. Provide a brief (up to 100 words) biography about the leader of this nominated company:
Bill Disbrow is President and CEO of Cox Target Media (CTM), North America’s
leading direct marketing company and a part of Cox Enterprises’ Newspaper
Division. Before assuming his current position, he served for six years as
President of Valpak Direct Marketing Systems, a CTM subsidiary.Mr. Disbrow joined CTM from Cox Newspapers, where he was Vice President of
Finance and served on the Board of Directors of the Southeast Paper
Manufacturing Company and the Daytona Beach News-Journal Corporation.Mr. Disbrow holds an accounting degree from Georgia State University. He is a
member of industry and philanthropic organizations