Valassis Announces Rapid Response Team
Valassis, one of the nation's leading media and marketing services companies, announced Valassis Rapid Response, a range of new capabilities offering promotional and advertising media solutions for businesses to employ as part of their strategic crisis management plan.
Drawing on the strength of the RedPlum Media Portfolio, Valassis Rapid Response assists companies that are facing a crisis or undergoing a merger and acquisition with maintaining and rebuilding customer confidence, reestablishing brand recognition and upholding public trust through best-in-class media solutions.
Valassis Rapid Response combines national reach with hyper-local messaging to provide customers with an unparalleled ability to reach target audiences effectively through media during times of crisis. The program works with brands across multiple industries, including retail, consumer packaged goods (CPG), energy and insurance to capitalize on a varied media mix that gets out the message and communicates effectively with consumers and stakeholders.
"Successful crisis management largely depends on developing a planned, blended media solution and a sustained communication approach," said Larry Berg, Valassis Vice President of Communications and General Manager of Newspaper & Rapid Response. "The official launch of Valassis Rapid Response draws upon our nearly 30 years of experience deploying multiple cross-media vehicles that have proven effective in crisis situations requiring mass saturation or pinpoint household level targeting."
Valassis has been providing companies with media solutions around crisis management since 1982, when a CPG brand facing product recall first approached the company to provide strategic media placement. Valassis executed a run-of-press (ROP) newspaper campaign for the food brand, alerting consumers about the recall and educating the public about the brand's actions to resolve the situation. Now nearly 30 years later, Valassis has expanded its range of media products to include a multiple platform offering, such as RedPlum ROP, Inserts and Shared Mail, RedPlum Digital Display Advertising, RedPlum Email Marketing, RedPlum In-store and RedPlum Frequent Shopper Card Direct Mail.
Valassis Rapid Response utilizes a varied media product mix to execute its five-phase communications process - Prepare, Alert, Communicate/Educate, Rebuild and Reward. Following the preparation phase, Valassis works with companies in each step to help minimize impact of a crisis on sales and consumer opinion.
For more information, visit http://www.valassis.com/1024/Products/ROP.aspx.