Sponsored by Monday Properties and written by ARLnow.com, Startup Monday is a weekly column that profiles Arlington-based startups and their founders, plus other local technology happenings. The Ground Floor, Monday’s office space for young companies in Rosslyn, is now open. The Metro-accessible space features a 5,000-square-foot common area that includes a kitchen, lounge area, collaborative meeting spaces, and a stage for formal presentations.
The next time you get direct marketing mail don’t be so quick to throw it out without at least taking a look. Consider that Lee Garvey and the employees at Click2Mail may have been the people working hard to get the materials into your mailbox.
Garvey worked for years at the U.S. Postal Service, starting as a mail carrier in Arlington and moving into other roles, before founding Click2Mail in 2004. His time as a mail carrier exposed him to a lot of local customers who encountered the same problem: They easily could send out a few letters at a time but had difficulty handling large groups of mail.
So Garvey launched a service to make it easier.
“If you’re just mailing five or 10 letters, it’s easy. But when you get into the higher numbers you have to have a system and a postage meter and all that stuff. So I set out to create an online system,” Garvey says. “I’ve experienced the problems we solve for our customers and the way I got started was identifying a problem and finding a way to solve it.”
The small business digitally creates many types of marketing mail, such as when a business sends out hundreds of postcards to advertise a promotion. Click2Mail also can personalize communications so that a car dealer, for example, can send a letter that personally addresses a customer and mentions the type of car the customer recently purchased. Another service is to offer quick turnarounds for “just in time” communications, which tend to be more time sensitive. Garvey says that if a customer submits a digital file by 8 p.m. on a weekday, Click2Mail often can send out personalized notifications as quickly as the next day for a fraction of what such a service used to cost.
“The sender of the postal mail doesn’t have to do anything. They send to us their assets and documents and mailing lists and we take care of the rest,” Garvey says.
Garvey launched Click2Mail while still working at the Postal Service. USPS officially ran it for three years but then decided not to oversee the service anymore. Around that time, Garvey ended up leaving the Postal Service and branched off Click2Mail as a separate entity. The business still partners with USPS, among others, and can be accessed both through its own website and through the Postal Service’s.
Click2Mail has an office in Clarendon and 15 employees who work throughout the United States. Garvey is a huge believer in allowing staff to work remotely at least a couple days a week — even the local employees — and relying on video conferencing for staff collaboration. He says the concept is “one of the benefits of having a largely digital business.”
The Click2Mail team has experienced ups and downs with the fluctuating economy and people’s changing desires to send physical mail, but it currently is in the process of expansion. The business is looking to hire new employees and is revamping its website. Click2Mail has also gained positive exposure thanks recent recognition from Entrepreneur as number 203 on the magazine’s list of the 360 best and most well-rounded small businesses in America.
“We’re very happy with the place where we are and we’re growing,” Garvey says.
Another positive industry trend, Garvey notes, is one that surprises many people: Traditional mail marketing and advertising is back on the rise.
“Businesses that years ago decided that they were going to go all digital and start sending everything by email… they discovered that the level of attention that’s paid to that type of thing is shrinking,” Garvey says. “People are throwing money at the digital world and discovering it’s not as effective as it used to be and the effectiveness of direct mail is increasing.”
Part of that shift may be due to an “everything old is new again” attitude and a “snail mail” revival thanks to millennials. Garvey explains that each year the Postal Service does a household survey and within the last year “they discovered that millennials are very enthusiastic about physical mail.”
But Garvey knows that going about direct mailing completely in an old school fashion isn’t sustainable in the long term. That’s why Click2Mail has continuously updated and modernized its services. It taps into the trend of companies integrating outsourced microservices.
“We have been following closely and adapting our services to that type of model,” Garvey says. “It’s an old thing in a lot of people’s minds, the idea of postal mail. But we’re doing it in a very modern, very technologically savvy way that gives people the opportunity to create mail in a ‘just in time’ fashion that you never could have imagined just a few years ago.”
Emergency Exercise at the Pentagon — The Arlington County Fire Department will be joining other agencies for an full-scale training exercise at the Pentagon today. The simulated helicopter crash and mass casualty response exercise will take place at the Pentagon heliport along Washington Blvd from 9 a.m. to 1 p.m. [WTOP]
Police Warn of IRS Scam Calls — Scammers posing as local law enforcement officers or IRS agents have been phoning Arlington residents recently. “These individuals accuse the victims of owing money to the IRS which must be paid immediately using iTunes gift cards, or other means,” according to a press release. “In some cases, scammers have deliberately falsified the information transmitted to the victim’s Caller ID display to disguise their identity as the non-emergency police line.” [Arlington County]
New Ad Displays Coming to Metro Stations — The Rosslyn, Ballston, Crystal City and Pentagon City Metro stations will be getting new digital displays that will play video advertisements targeted at transit riders. [Borderstan]
Rental House Includes Tiki Bar — A listing for a rental home in the Ashton Heights neighborhood includes a “new tiki bar” in the backyard and off-street parking for four cars. The 4 BR / 3 BA home is listed for $4,500 per month. [Real House Life of Arlington, Zillow]
Actress to Campaign for Hillary In Arlington — Bellamy Young, who plays the First Lady on ABC’s “Scandal,” will stop by Hillary Clinton’s Arlington field office in Dominion Hills next Saturday morning, as part of a series of campaign events in Northern Virginia.
Washington Blvd Temporarily Closed — Westbound Washington Blvd is temporarily closed at N. Evergreen Street from 9:30 a.m. to 3 p.m. today for water service installations. Traffic will be rerouted around the closure, which is several blocks from Virginia Hospital Center. [Twitter]
Arlington Bagel Shop Named Best in Va. — Brooklyn Bagel in Courthouse has the best bagel in the Commonwealth of Virginia, at least according to Tripping, an online vacation rental search engine. [Tripping]
Tough Talk for Park Supporters — At a time when Arlington’s burgeoning student population is creating a need for more and bigger schools, supporters of parks in Arlington have been opposing the creation of new schools in existing or potential future parks. County Board Chair Mary Hynes says that those who want to see more and more parkland in Arlington may be disappointed. “Their stance seems to be that we should put all our money into buying more land and use it as little as possible… [but] land is our scarcest resource.” [Falls Church News-Press]
AT&T Injected Ads on DCA Wi-Fi — AT&T has acknowledged that for a period of time, it injected popup ads onto websites visited by users of its free Wi-Fi networks at Reagan National Airport and Dulles International Airport. [Recode, Web Policy]
Locket Found in Ballston — Someone found a silver locket hanging from a tree in Ballston. The finder is offering to return the locket to its rightful owner. [Reddit]
Photo courtesy James Mahony
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Arlington County has started running a new video series on its local cable TV and YouTube channels.
As the county works to shrink its high office vacancy rate — it was recently reported to be 21 percent — Arlington TV has started featuring “awesome offices.”
In a video released last week, Jessica Miller, co-chair of Arlington Economic Development’s Arlington Real Estate Group, leads viewers on a tour of LMO Advertising, which is based at 1776 Wilson Blvd, between the Rosslyn and Courthouse Metro stations.
LMO, the largest advertising agency in the D.C. area and the Arlington Chamber of Commerce’s 2015 Business of the Year, has the kind of light, airy and amenity-filled office one might expect of a creative agency or a tech company.
Among the notable features:
- Game room with Xboxes and ping pong tables
- In-house, sound-proof studio
- 3-D printer
- Standing desks
- Star Trek-themed conference rooms
- Green roof and rooftop patio with Wi-fi
Scott Laughlin, co-founder of the agency, said that there’s an economic argument for putting ping pong tables, autographed guitars and video game consoles in a work environment. It comes down to building a collaborative, team environment.
“You don’t need an office to do the work we do anymore,” he said. “What you do need is a home, a place where people want to come and be and spend time with others.”
County to Study ART Bus Ads — Arlington County staff will study selling advertisements on the side of ART buses. With County Board member John Vihstadt being joined by Jay Fisette and Libby Garvey in support, the Board directed County Manager Barbara Donnellan to study the issue and report back later this spring. Vihstadt said ART ads could bring in additional local revenue. [InsideNova, Twitter]
RAMMY Nomination for Liberty Tavern — Clarendon’s Liberty Tavern has been named one of the finalists in the “Everyday Casual Brunch” category for the 2015 RAMMY awards. Liberty Tavern appears to be the only Arlington restaurant nominated this year, although Tim Ma of Water & Wall in Virginia Square was nominated in the “Rising Culinary Star of the Year” category. The awards are organized by the Restaurant Association Metropolitan Washington.
Props for Crystal City, Pentagon City — Crystal City and Pentagon City are, in some ways, “experiencing the best of times,” according to Bisnow, which held a conference last week about business prospects in the “two cities.” [Bisnow]
In the ad (above), Chatman highlights her upbringing as the daughter of a postal worker and an auto mechanic, then pledges to fight for pay equity for women, a higher minimum wage, and a woman’s right to choose.
Chatman, the former President and CEO of the Northern Virginia Urban League, is one of seven Democrats facing off in the upcoming June 10 primary in the race to succeed Rep. Jim Moran (D-Va.). She’s the only woman in the race.
Chatman is one of the top fundraisers in the race, thanks in part to a fundraiser with media mogul Oprah Winfrey. However, her campaign has been marred by the revelation that she was found guilty in a fraud case more than a decade ago.
Zimmerman Pushes Back Last Day — County Board member Chris Zimmerman’s last day in office will be Feb. 10, rather than late January as originally planned. As a result, the special election to replace him on the Board will likely have to be held in early April. [Sun Gazette]
Henry Elementary Wins Accolade — Arlington’s Patrick Henry Elementary School, in the Arlington Heights neighborhood, has been recognized as a Title I Distinguished School. “Henry is one of 55 schools honored for raising the academic achievement of economically disadvantaged students,” Arlington Public Schools said in an email.
Arlingtonian Tapped as Solicitor General — Arlington resident Stuart Raphael has been named as Attorney General Mark Herring’s pick for Virginia Solicitor General. Raphael, a UVA law school graduate, is husband to Arlington School Board Chair Abby Raphael. [Sun Gazette]
Va. Bars Can Now Advertise Happy Hours — Starting Jan. 29, restaurants in Virginia will be allowed to advertise the fact that they offer happy hour specials. That’s the result of new Va. Dept. of Alcohol Beverage Control rules. However, restaurants are still not allowed to advertise the price of the drinks on special. Other alcohol-related “blue laws” that remain in effect in Virginia include a ban on open bars with unlimited drinks and a ban on serving mixed drinks by the pitcher. [Washington Post]
ART Bus Schedule Changes Now in Effect — Schedule changes went into effect today (Monday) for Arlington Transit bus routes 41, 42, 45 and 77. [Arlington Transit]
Howze Wins Straw Poll — On Saturday, Arlington County Board hopeful Alan Howze won an informal Democratic straw poll at a legislative session “send-off” for Del. Alfonso Lopez. Howze captured 59 percent of the vote, while fellow Democratic candidates Cord Thomas and Peter Fallon garnered 25 percent and 16 percent respectively. [Alfonso Lopez]
Currently, we have two types of sponsored content: that written by us, and sponsored by an advertiser (e.g. Pet of the Week and Startup Monday); and content that’s written by an advertiser for the purpose of being informational and useful to readers, not directly self-promotional (e.g. Your Beermonger, Ask Adam).
So as to not flood our homepage with sponsored content, we limit the amount of sponsored articles to 1-2 posts per day.
Due to inquiries from advertisers, we are now considering adding a third type of sponsored content to the mix: a directly self-promotional article written by a local advertiser. The article would be clearly labeled as such. You’ve probably seen examples of such articles in newspapers and magazines, labeled as a “special advertising section.”
We would only accept articles from local businesses and organizations, and would not accept anything political in nature. Such articles would be published up to once a weekday, at 5:00 a.m., before the Morning Notes and other daily content.
Whereas newspapers and magazines are able to print extra pages to accommodate more advertising, the nature of the web means we have a fixed number of advertising positions. We think this type of sponsored content would allow us to generate extra income to fund our local reporting, would provide advertisers with an attractive new marketing option and would not clutter the page or be intrusive to readers.
If you’re a local business or organization and would like to know more about this potential opportunity, please email scott[at]arlnow.com.
County Invests in Supportive Housing — Arlington County has matched a $500,000 grant from the Arlington Community Foundation to convert 10 units at the Marbella Apartments in Rosslyn to Permanent Supportive Housing. The apartments will be offered to the county’s most vulnerable homeless residents at a rate affordable to those making about $22,500 per year. [Arlington County]
Spring Athletic Achievements — Sportswriter Dave Facinoli recounts some of the most notable achievements of Arlington teams and athletes this spring. [Sun Gazette]
Advertising Firm Moves to Rosslyn — Local ad agency LM&O Advertising is moving to Rosslyn. The 94-person company signed a 10-year lease for the top floor of the new office building at 1776 Wilson Blvd, which will also soon be home to Pier 1 Imports and 100 Montaditos. LM&O plans to move from its current office in Courthouse in December.
Ribbon Cutting for New Apartment Complex — A ribbon cutting ceremony will be held at 9:30 this morning for the new Sedona and Slate apartment complex at 1510 Clarendon Blvd in Rosslyn at 9:30. According to developer JBG: “Sedona is 271 units, and is about 70 percent leased. Slate is 203 units and will begin leasing soon; delivery is expected in July.”
Flickr pool photo by Ddimick
Earlier this year, an anti-Obama advertisement in the Clarendon Metro station containing the words “Go to hell, Barack” sparked controversy. Now, the same group behind that ad has another incendiary advertisement in the station.
“Obama: Socialist or Fascist?” the ad reads. “Just listen to the dead before you vote.”
The ad is from the maker of a DVD documentary called “Sick and Sicker: When the Government Becomes Your Doctor,” which — as we reported in February — sharply criticizes President Obama’s health care reform law and compares it to publicly-funded health care in Canada.
In a statement previously issued to ARLnow.com, a Metro spokesman said the agency cannot legally refuse ads based on political content.
WMATA advertising has been ruled by the courts as a public forum protected by the First Amendment of the Constitution, and we may not decline ads based on their political content. WMATA does not endorse the advertising on our system, and ads do not reflect the position of the Authority.
Photo courtesy Frank G.
Two weeks after the brouhaha over an ad in the Clarendon Metro station that told President Obama to “go to hell,” the County Board went into its closed executive session with a curious objective: to discuss “the county’s authority to regulate the content of advertising on Metro property.”
All we know about the discussion is that quote, read by County Board Chair Mary Hynes before adjourning the Board’s Tuesday afternoon meeting. The executive session is legally considered private and, reached for comment, a county spokesperson said they’ve been advised by the County Attorney to not discuss any details.
Even if the county can find the authority to regulate ads in Arlington Metro stations, though, there remains the question of whether removing political ads would be Constitutional. In explaining why it allowed the inflammatory “go to hell” ad, Metro issued the following statement: “WMATA advertising has been ruled by the courts as a public forum protected by the First Amendment of the Constitution, and we may not decline ads based on their political content.”
If you haven’t seen it already, Nathan took out an ad on our homepage today to say “Happy Anniversary” and “I love you, always and forever” to his lovely wife. The ad links to a YouTube video of the Etta James classic “At Last” — the first song they danced to at their wedding.
Happy anniversary to both of you.
If you like engaging, original community journalism, please check out what these sponsors have to offer.
ArtJamz: The Crystal City Sessions — Unleash your inner artist. Starting tonight, the 12th floor of a Crystal City office building will be converted into a giant art studio, featuring amateur artists painting at 50 canvases while jamming to great music and eating tasty hors d’oeuvres. Reserve a canvas here.
TripperBus — Heading to NYC for the holidays? Why schlep to a bus stop in the District when TripperBus departs just one block from the Rosslyn Metro station? Tickets are inexpensive and you get free WiFi and power outlets for laptops.
Arlington Community Federal Credit Union — ACFCU is Arlington’s better way to bank. Check out their low rates for car and home loans here.
Alexan24 — This brand new apartment community, conveniently located near I-395 and Glebe Road, is offering up to two months free rent. Plus, the apartments look sharp and the building has great amenities.
Dudley Chapman — If you’re looking to buy or sell a home, give Dudley a call. He grew up in Arlington, knows the area like the back of his hand, and can help guide you through the particulars of the local real estate jungle.
So What’s the Deal — You know Groupon? WTD is similar to Groupon, but it’s a homegrown, local company that has some pretty sweet deals you won’t find elsewhere.
You may have noticed some political ads on ARLnow.com over the past couple of days. Those ads have appeared in spaces that are filled by Google AdSense, an advertising network. We do not control the ads that appear in those spaces.
Starting today, however, you will see a political ad that was sold directly by ARLnow.com. Here are some quick facts about political advertising on ARLnow.com:
- We don’t actively solicit political advertising
- We charge all political ads the same rate as commercial businesses
- Political ads are placed in the same rotation as ads for commercial businesses
- We don’t pick and choose between candidates — any local candidate or cause is welcome to advertise on the site
- Just because we sold an ad to a candidate’s campaign does not mean we will in any way alter our coverage of the candidate or the candidate’s opponents. Our integrity and reputation for fairness are much more valuable than a three-week ad buy.
Please feel free to spread any advertising-related conspiracy theories in the comments section.