This document discusses direct mail marketing strategies presented by two companies, Monroe Plan for Medical Care and ValPak, at the IDEA Alliance at PRINT 13 conference. Monroe Plan discussed how adding mobile engagement like QR codes to mail increased Medicaid enrollment by 200% by connecting mail with phone calls. ValPak presented how integrating QR codes and text-to-coupon capabilities into direct mail coupons drove over 4,000 consumer interactions and 800 redemptions in one month, allowing verification of interactions. Both companies found that adding mobile layers to mail increased consumer engagement with the brands' messages and offerings.

1. I D E A l l i a n c e a t P R I N T 1 3 – B o o t h # 4 8 7 7
I D E A l l i a n c e a t P R I N T 1 3 – B o o t h # 4 8 7 7
MAIL IS THE TRANSACTION, MOBILE
ENGAGEMENT IS JUST A LAYER
Jason Howie, Director of
Marketing Gold-Mobile

2. I D E A l l i a n c e a t P R I N T 1 3 – B o o t h # 4 8 7 7
Mail is the start, middle, and end
 According to recent studies by InfoTrends (2013) & USPS HDS
(2010) consumers increasingly prefer to receive brand
communications through the mail.
 Personal communication has moved from mail to Cell phones, Email, and
Social Media
 Transforming mail from a communication method into a transaction
method

3. I D E A l l i a n c e a t P R I N T 1 3 – B o o t h # 4 8 7 7
Connecting to Consumers
 New laws, regulations, and industry guidelines around
electronic mediums
 Telemarking – Do-Not-Call Improvement Act of 2007
 Email – CAN-SPAM Act of 2003
 Cell phones – MMA and Wireless Carrier Guidelines
 Mail is tangible & physical
 Enters most consumers homes
 Directly connects with the consumer

4. I D E A l l i a n c e a t P R I N T 1 3 – B o o t h # 4 8 7 7
Monroe Plan for Medical Care

5. I D E A l l i a n c e a t P R I N T 1 3 – B o o t h # 4 8 7 7
Monroe Plan for Medical Care
Monroe Plan is nationally recognized as a health care leader
with a proven track record of improving health outcomes
and reducing the disparities for the populations that
they serve.

6. I D E A l l i a n c e a t P R I N T 1 3 – B o o t h # 4 8 7 7
Monroe Plan for Medical Care
 Upstate New York
 40 years
 Health Care Services Organization (HCO)
 15,000 Health Care Professionals (HCPs)
 250,000 members
 Focuses primarily on Healthcare for Underserved Populations
 Medicaid eligible children, families, the aged, blind, and disabled

7. I D E A l l i a n c e a t P R I N T 1 3 – B o o t h # 4 8 7 7
Monroe Plan for Medical Care
 English and Spanish
 Website URL
 Mobile Website
 QR Code
 Text-in code

8. I D E A l l i a n c e a t P R I N T 1 3 – B o o t h # 4 8 7 7
Monroe Plan for Medical Care
 Double blind study
 Three groups
 Telemarketing
 Postcards
 Postcards with Telemarketing
 Results
 200% increase in enrollment (Telemarketing & Postcard)
 Reduced outbound call center costs
 Increased evidence-based results

9. I D E A l l i a n c e a t P R I N T 1 3 – B o o t h # 4 8 7 7
ValPak
Valpak is a print marketing company
that offers advertisers full service,
targeted, direct marketing solutions
and support services. Valpak is an
affiliate of Cox Enterprises, Inc. Valpak
has created integrated programs with
other Cox subsidiaries to maximize
your campaign potential.

10. I D E A l l i a n c e a t P R I N T 1 3 – B o o t h # 4 8 7 7
ValPak
 Direct marketing
 45 years
 165 franchises across the U.S.
 Print, Digital, and Integrated Solutions
 Notable
 474 million envelopes to over 41 million addresses
 20 billion ads inside Valpak
 51,000 advertisers

11. I D E A l l i a n c e a t P R I N T 1 3 – B o o t h # 4 8 7 7
ValPak
 Direct mail coupons
supported with QR codes
and text-in codes
 Mobile friendly landing pages
 Text messaged coupons and
mobile messaging opt-in

12. I D E A l l i a n c e a t P R I N T 1 3 – B o o t h # 4 8 7 7
ValPak
 Results
 100,000 mailers sent out
 4,000 interactions
 800 redemptions in single month
 Verifiable consumer interactions
 Individualized Coupon Codes
 POS Integration
 Increased consumer satisfaction