Valassis Inc. is an American leader in marketing services. Working for over 15,000 advertisers, each week the concern delivers, on their behalf, discount offers to over 100 million buyers. Valassis (its principal place of business is in Michigan, USA) runs a network of around 7,000 branch offices in 9 countries including France, Spain, Germany, Poland, the UK, and Italy.
The British Branch Office handles the management and accounts of promotional coupons. Providing services to such clients as: Tesco, Procter & Gamble, Shell, Danone or News International the company has a 85% share in the British market which makes it an unquestionable leader in the industry.
Due to growing customer expectations that the prices would decrease, the British Branch Office of Valassis started looking for ways of reducing the costs of the operations. Consequently a decision was made to consider moving the plant to a location offering lower business operating costs and good transport accessibility at the same time.
The potential location was to satisfy the following criteria:
- Political stability and high level of safety;
- Deliveries from the UK should reach the location within 48 hours;
- Investment incentives for investors from the UK;
- Availability of an appropriate production facility or a plot of land;
- Availability of an adequate number of qualified human resources.
Initially the geographical range of the search conducted by the company covered a number of countries in Eastern and Southern Europe and North Africa but eventually the company focused on options available in Poland. To choose the most adequate location in Poland the company cooperated with Polish Information and Foreign Investment Agency and a specialised private agency working on the property market. In spring 2007 the consultants recruited by the company visited Małopolska, Silesia, Lower Silesia and Wielkopolska regions, and in August that year they came to West Pomerania. Before that, in July, they had received an investment offer prepared by the Westpomeranian Investors' Assistance Center (IAC).
Several specific locations were considered within West Pomerania. Finally, the company shortlisted two towns as preferable locations for their investment. Within the period of a month IAC was visited three times by representatives of the investor and eventually it was the town of Białogard which was considered the optimum location for the plant of Valassis. Several factors were behind the choice of that location for the investment project:
- Good transport accessibility from the UK: by the network of European motorways up to Goleniów and further on by a well-maintained National Road no 6 (Szczecin-Gdańsk);
- High availability of future employees (30% unemployment rate in Białogard District);
- Broad package of support for companies recruiting the unemployed, offered by local District Employment Office;
- Modern production space for rent which was to be built within the next few months in the Technological Incubator; this solution substantially reduced the time necessary to launch the business operation as compared with building an own production facility from scratch;
- Frequent flight connections to the UK from Goleniów airport located 100 km away from the plant;
- Investor’s intention to play a significant role in the local community; their preference given to smaller towns;
- Support and commitment demonstrated by local authorities, District Employment Office, Association for Social and Economic Initiatives (the operator of the Technological Incubator) and regional government of the region, especially IAC.
On 15 November 2007 Charles D’Oyly, Director of the British branch office of Valassis, officially announced the company decision and signed a letter of intent with Marshal of the Region and Head of Białogard District Authority. Within the few following months the company started preparations for launching their operation: they adapted the Technological Incubator, being built at that time, to their needs and equipped it, selected and trained the personnel in cooperation with District Employment Office, and moved from their previous premises in Corby (UK).
As early as on 17 July 2008 a wing of the Incubator building, with the floor area of 3150 sq. m designed for Valassis, was officially put into operation. The ribbon was cut officially and jointly by Al Schulz, President of Management Board of Valassis, Witold Jabłoński, Deputy Marshal of the Westpomeranian Region and Krzysztof Bagiński, Head of Białogard District Authority. A few weeks later the first employees started to work in the production workshop.
The Białogard plant digitally processes cash coupons and vouchers. At the early stage of the operation the investor has employed 240 people. Seasonally the employment increases up to 400 people. First and foremost the jobs were offered to the residents of Białogard District, mainly the unemployed women, in particular people who are in a deprived situation on the labour market (long-term unemployment, age 50 and more, graduates, the disabled, single parents). The investor company does not exclude the possibility of increasing their involvement in Białogard in the future and, thus, creating more new jobs.
The history of Valassis investment clearly shows that even a small town has a chance to win the race for big investments, outrunning many international competitors. A well-prepared offer, tailor-made to suit the needs of a specific investor and highlighting the elements of particular importance to the latter is the necessary precondition. A positive involvement of the local government and their readiness to assist in solving various problems faced by the investor cannot be overestimated here, either.
The cooperation between Investors' Assistance Center and Valassis did not end on the day the ribbon was cut. Thanks to their good relations with the investor the Center managed to invite Jayne Busby from the English branch office of the company to contribute to the presentation of West Pomerania in London on 24 September 2008.