Doug Madgwick on the Highly Automated Valpak Manufacturing Center
The Valpak Manufacturing Center is the world’s most state-of-the-art printing facility, enabling the company to reach over 425 million homes with 19 billion coupons every year. Hear how the company uses the Canon ProStream to produce its Plus 1 mailer, a cost-effective way for smaller businesses to dynamically target customers.
How Valpak and Canon Production Printing Technology are Redefining Targeted Marketing
In an era dominated by digital notifications and inbox clutter, the tangible power of a well-designed postcard or coupon still holds remarkable influence. Valpak, a leader in the direct mail industry since its humble beginnings in 1985, understands this better than anyone. From its origins as a small-scale operation in a garage, Valpak has grown into a direct mail giant, mailing to over 425 million homes annually and producing a staggering 19 billion coupons.
To maintain this level of scale and efficiency while adapting to the needs of modern businesses, Valpak has embraced cutting-edge automation and production printing technology. A key partner in this journey has been Canon, whose innovative printing solutions have helped Valpak navigate the complexities of high-volume, highly targeted marketing.
The Evolution of a Direct Mail Powerhouse
The story of Valpak is one of consistent growth and strategic adaptation. What began with a single small press and a vision for neighborhood-focused coupons has evolved into one of the most sophisticated printing operations in the world. As the business grew, the leadership team at Valpak realized that manual processes—once the backbone of their operation—were no longer sustainable.
The move to a highly automated manufacturing center in 2006 marked a turning point. This state-of-the-art facility, known as the Valpak Manufacturing Center (VMC), was designed with a single goal in mind: to leverage automation to achieve unprecedented levels of production volume and efficiency. Today, the VMC operates with a relatively small team of 380 production employees who manage the immense volume of mail that reaches homes across the United States.
Addressing the Challenges of High-Volume Production
Maintaining a high-volume direct mail operation presents unique challenges. Beyond the sheer scale of production, businesses today demand greater personalization and more cost-effective ways to reach their target audiences. Smaller businesses, in particular, often struggle to find affordable entry points into the direct mail market.
Valpak needed a solution that could not only keep up with its massive production requirements but also offer the flexibility for dynamic, data-driven printing. This is where Canon’s production printing technology has helped make a significant impact.
How Canon Solutions are Empowering Innovation at Valpak
Valpak utilizes the Canon ProStream, a high-speed inkjet press designed for high-quality, high-volume production. This technology has been instrumental in the development of Valpak’s "Plus One" postcard—a unique ride-along ad that is mailed with the iconic Blue Envelope.
Canon’s production printing technology has helped solve several key problems for Valpak and its clients:
Lowering Barriers to Entry: Traditionally, direct mail campaigns can be expensive for small businesses. By leveraging the efficiency of the Canon ProStream, Valpak can offer the Plus One postcard at a significantly lower cost—approximately 12 cents per piece compared to the 24 cents typical in the regular market. This makes direct mail accessible to businesses with smaller marketing budgets.
Dynamic Content and Personalization: One of the most significant advantages of Canon’s inkjet technology is its ability to handle dynamic content. Valpak can change graphics and messaging on the fly based on the recipient's address. For example, if a home remodeling business wants to target specific households with different offers based on their interests—such as pet owners or bird enthusiasts—the Canon ProStream can handle these variations seamlessly during the production process.
Seamless Integration and Automation: The Valpak Manufacturing Center is a model of integrated automation. From robotic systems on the production floor to the sophisticated software that manages print jobs, everything is designed to communicate and work together. Canon’s technology integrates into this highly automated environment, ensuring that high-volume print runs are executed with precision and minimal manual intervention.
The Benefits of a Data-Driven Approach
The success of Valpak’s direct mail campaigns is built on a foundation of data that has been collected since the company’s inception. By combining this extensive data set with Canon’s advanced printing capabilities, Valpak can provide its clients with highly Valpak utilizes the Canon ProStream, a high-speed inkjet press designed for high-quality, high-volume production. This technology has been instrumental in the development of Valpak’s "Plus One" postcard—a unique ride-along ad that is mailed with the iconic Blue Envelope.
Canon’s production printing technology has helped solve several key problems for Valpak and its clients:
Lowering Barriers to Entry: Traditionally, direct mail campaigns can be expensive for small businesses. By leveraging the efficiency of the Canon ProStream, Valpak can offer the Plus One postcard at a significantly lower cost—approximately 12 cents per piece compared to the 24 cents typical in the regular market. This makes direct mail accessible to businesses with smaller marketing budgets.
Dynamic Content and Personalization: One of the most significant advantages of Canon’s inkjet technology is its ability to handle dynamic content. Valpak can change graphics and messaging on the fly based on the recipient's address. For example, if a home remodeling business wants to target specific households with different offers based on their interests—such as pet owners or bird enthusiasts—the Canon ProStream can handle these variations seamlessly during the production process.
Seamless Integration and Automation: The Valpak Manufacturing Center is a model of integrated automation. From robotic systems on the production floor to the sophisticated software that manages print jobs, everything is designed to communicate and work together. Canon’s technology integrates into this highly automated environment, ensuring that high-volume print runs are executed with precision and minimal manual intervention.
Targeted Marketing Solutions: "Unless you have the data, AI can’t do anything anyway," notes Doug Madgwick, Director of Production at Valpak. This data-driven approach allows Valpak to not only target the right homes but also provide valuable feedback to its clients. Businesses can see if they are mailing to the right areas and reaching the right people, allowing them to refine their marketing strategies for better results.
A Future Built on Innovation
The partnership between Valpak and Canon is a testament to the power of combining industry expertise with cutting-edge technology. As Valpak continues to grow and innovate, Canon’s production printing solutions will remain a vital component of its success. By making direct mail more accessible, personalized, and efficient, Valpak and Canon are ensuring that the tangible impact of a well-timed coupon or postcard continues to drive results for businesses of all sizes.
Interested in learning how Canon production printing technology can help your business grow? Contact us today.