Tameka Gordon, Business Reporter
Norbrook Package Company has added an advertising arm to its expanding courier network through a new company called ValuPak.
Norbrook, the parent operation for package services Mailpac and Airpak Express, said its ValuPak subsidiary was established "to give businesses a new and differentiated method of directly promoting their offerings to targeted segments of the consumer market".
The new company offers direct mail services, but it also offers an online platform for companies to upload artwork and develop their own promotional material, which ValuPak - after receiving payment - then prints and distributes on their behalf through its courier network.
Norbrook's owner, Khary Robinson, said his new venture will help businesses stretch their promotional message.
"The flexibility of the solution allows businesses of all sizes to make the most effective use of their advertising dollar and reach out to the targeted clientele," he said. Direct mail delivery starts at J$1 per home.
incentives for promotions
ValuPak, which is in its testing phase, said companies will be given incentives to "offer value-driven" promotions to their targeted households.
The inaugural run involved inserts containing J$50,000 online shopping coupons from Mailpac, Robinson said.
The first test run was on August 20, which involved deliveries to 60,000 Kingston homes, according to a press release put out by Norbrook on the same day.
Norbrook Package was created last year by Norbrook Caribbean Investment Company as holding company for its courier assets.
Norbrook Package's subsidiaries together deliver some 600,000 packages to 50,000 clients annually, said Robinson, and, ValuPak aside, has been focusing on growth through a series of acquisitions.
The companies and their specialities are: Mailpac Express and Global Courier - online shopping delivery; Airpak Express and Speed Courier - same-day islandwide delivery; Mailpac Ocean Freight - sea-freight delivery; Supply Chain Solutions - inventory distribution; and Airpak round-town service. Two other acquisitions, Swoop and Zippy, were merged into Airpak.
ValuPak is subsidiary number nine.
Norbrook last year claimed 70 per cent of the market for personal air freight into Jamaica and 40 per cent of all delivery around the island.