Lee J. Schram
Analyst · Feitl
Thank you, Terry. I'll continue my comments with an update on our overall focus and then highlight progress in each of our 3 segments. I will also include throughout a perspective on what we hope to accomplish during the balance of 2014. Our primary focus in 2014 continues to be on profitable revenue growth and increasing the mix of marketing solutions and other services revenues towards our goal of 40% by 2018. As part of this revenue growth focus, we will continue to assess potential small- to medium-sized acquisition that complement our large customer bases with a focus on marketing solutions and other services. We have strengthened our channels in small business to include financial institutions, online, retail, wholesale, distributors, dealers and major accounts. Deluxe is now more capable of helping small businesses pursue their passion as a trusted provider of a growing suite of products and services to small business needs to market and operate their business, and helping small- to midsized financial institutions with customer acquisition, risk management and other value-added services. Here is an update on our 4 subcategories framework for marketing solutions and other services. We ended the second quarter right in line with our expectations in revenue, with mix in the 4 subcategories basically in line with our expectations. First, Small Business marketing is expected to represent approximately 41% in 2014, with expected growth in the high teens this year. We saw growth in the second quarter in the Web-to-print space as we cross-sold to our customer base and added new customers through distributors, dealers and major accounts. We will be introducing, in the third quarter, a new organically-built, automated business card and postcard production fulfillment system, which we believe will allow us to be more competitive in our Web-to-print channels. We also saw very strong double-digit growth in retail packaging solutions and expect this growth to continue in the second half of the year. The second category, Web Services, which includes logo and web design, web hosting, SEM, SEO, email marketing, social, payroll services, is expected to represent approximately 31% in 2014, with expected organic growth rate in the low double digits. We saw solid rollouts in both wholesale web telco, and SEM, SEO major accounts in the second quarter, and also solid growth from the prior year in cross-selling bundled present packages to our retail base and added more new customers, resellers and partners. We continue to be encouraged with sign-ups to paying customers so far for our new email marketing premium offer. We continue to reduce web design and SEM campaign cycle times, and churn rates remain low. We added payroll services customers and many customers added new features, such as time and attendance application. This category is also one of our key focus areas for tuck-in acquisitions. We closed the second quarter with approximately 805,000 web hosting customers, and we expect to close 2014 with nearly 850,000 web hosting customers, an increase of 16% from 2013, as we expect migrations to continue to ramp through the balance of the year. The third category, Fraud, Security, Risk Management and Operational Services, is expected to represent approximately 19% in 2014, with expected growth rates in the low-single digits. We had a solid second quarter, as we added [indiscernible] programmed services for new community banks and fraud and security offers for small businesses and direct to our consumers. In April, we released our Banker's Dashboard tablet solution which we expect will help secure new financial institutional wins throughout the balance of the year. We also saw additional orders from our Deluxe e-checks offer. Finally, other financial institution services are expected to represent approximately 9% in 2014, with expected growth rates in the very strong double digits. In the second quarter, we saw growth in new financial institution customers in targeting and campaign services and delivered on expected revenue from Destination Rewards. We also began piloting our enhanced SwitchAgent 2.0 release in the second quarter, which is our automated solution to help consumers switch banking service providers. We continued to expect marketing solutions and other services revenues to be approximately $400 million to $410 million in 2014, up from $343 million in 2013, with organic growth in the low-teens. If achieved, this performance would translate to a total revenue mix of around 25% of revenue, up from 22% in 2013, and 19% and 16% the previous 2 years. Here's an update on our brand awareness campaign. In late April, we finished our first wave of the year of an intense 6-week, local market brand awareness campaign targeting to Raleigh, North Carolina, and Columbus, Ohio, markets through television, online digital and print media. We saw very strong results in these 2 markets compared against other markets where we did not complete brand awareness initiatives. We expect to complete additional waves of brand awareness marketing in both the third and fourth quarters in other local markets at various spend level. As a reminder, our objective this year is to continue with our brand awareness campaign to targeted key audience small business segment, to test various spend levels and media initiatives in different geographies over approximately 6-week burst. By doing this, we are able to continue our transformational messaging as we gain a better understanding of how our customers react to different scenarios, allowing us to more effectively and optimally plan for 2015 and beyond. In the second quarter, we also participated in National Small Business Week with a successful media tour event, and participated in a small business Expo in New York City, where we received very positive feedback from small business customers. Now shifting to our segments. Small Businesses Services in the quarter, as expected, we did not see any notable improvement as the economic climate for small businesses remained sluggish. We had strong performance, however, as revenue grew almost 9%. Checks and forms met our expectations. Results from targeted customer segmentation in the call center improved. New customers from our financial institution, Deluxe Business Advantage referral program and our direct response campaigns remained strong. Visitor traffic, average order value and conversion rates increased. Our online, Safeguard distributor, dealer and major accounts channels grew revenue over the prior year. We also saw strong growth in web, email marketing and payroll services, as well as growth in SEM, SEO, and Web-to-print services. Again, we ended the quarter with approximately 805,000 web hosting customers. Here is an update on e-checks. In addition to paper checks, we continue to slowly see a ramp in selling e-checks to our current small business, core customer base. And we will be adding e-checks to our distributor, dealer and major account channels in the second half of the year. However, we are also seeing strong interest in many areas where we do not sell paper checks today. For example, several large financial institutions are assessing their use in treasury, commercial, online and lockbox areas, none of which we produce paper checks for today. Also companies that issue paper rebate, temporary staffing and other payment solution checks today are assessing e-checks, including several of these where we have pilots underway. It is still very early, and we continue to focus on building our customer and user awareness, as well as working through many operational, process and systems hurdles that exist in a very nascent, early market. But we remain optimistic in e-checks as a small business payments offer. We continue to closely monitor the small business market. Optimism indices increased in April and May, but as the quarter ended in June, there was a bit of a drop-off in optimism. Pessimism about the economy and the future moderated in the quarter. Sales expectations trended lower, exiting the quarter. More owners are planning to hire in the coming months, and more new firms are starting and failing right now. Small businesses continue to spend cautiously, more in maintenance mode, continue to scrutinize purchases and experience tight cash flow. In summary, current optimism indices, although still at recessionary levels, actually trended higher in the second quarter even with the pullback in June. The good news is that other than taxes and regulation, increasing sales continues to be a small business owners #1 pain point, and our portfolio is significantly more robust now with many offers to help them here. The economy recovers with the transformative changes we are making to deliver more services offerings that help small businesses get and keep customers. Deluxe is better positioned as an indispensable partner for growth. In SBS, our focus for 2014 is on accelerating our brand transformation and significantly improving overall market awareness, while institutionalizing our brand promise for our customers, creating an effective end-to-end, integrated technology customer experience, effectively acquiring and retaining customers and optimizing sales channels effectiveness and channel marketing capabilities. In Financial Services, we saw the check decline rate perform slightly better than our expectation, a little less than 6%, and we continue to expect the decline rate for the year will be about 6%. We had strong overall new acquisition rates, and our retention rates remain strong on deals pending in the current quarter, in excess of 90%. We simplified our processes and took complexity out of the business, while reducing our cost and expense structure. We have now extended all our large contracts through at least the third quarter of 2015, and now have extended contracts representing about 20% of our annual Financial Services revenue for 7 to 8 years. We also continue to work a number of competitive RFPs, and we are pleased to announce that we anticipate, starting in late September, the migration of Zion's bank, which is the new client that we referenced on our first quarter call. We made progress again in the quarter in advancing non-check market solutions and other services revenue opportunities. We now have offers in the targeting and campaign services space through ACTON and Cornerstone, to assist financial institutions with customer acquisition and retention, account activation and anchoring offering SwitchAgent, and now, an account activation and retention rewards and loyalty offer, in Destination Rewards. In the second quarter, we saw continued growth in new financial institutions in our ACTON and Cornerstone targeting and campaign services offers, and we introduced a new offering in the market: An alert monitoring capability that helps financial institutions target consumers when they are actively shopping for a loan. In SwitchAgent, we worked closely with our financial institutions and have implemented product enhancements for pilot offers that started in the second quarter that further our vision, the most simple and efficient account switching and anchoring experience for financial institution customers. Banker's Dashboard also continued to perform well in the second quarter, including our introduction of our tablet offer. Destination Rewards had another solid quarter. We received commitments from 2 large financial institutions that they will commence rewards and loyalty program rollouts starting in the fourth quarter. Positively, we also received a commitment from Verizon, that they will be moving from a successful pilot to a full implementation starting this quarter. Finally, we received a commitment from one of the largest insurance companies that they will be implementing in about 50% of the United States, a new rewards and loyalty program starting in the fourth quarter. As you can see, strong momentum continues to build, and we expect strong double-digit growth in these marketing solutions and other services, and Financial Services in 2014. In Direct Checks, revenue was higher than our expectations, driven by higher initial orders and reorders. We continue to look for opportunities to provide accessories and other check-related products and services to our consumers. We continue to work on a number of initiatives to create an integrated, best-in-class, direct-to-consumer check experience. We continue to see a ramp in revenue enhancement synergies through our call center scripting and upsell capabilities, as well as synergistic cost and expense reductions. Our direct checks expectations for the year are slightly better. Previously we guided to a decline of 10%, but we now believe that the decline will be closer to 9%, driven by continued declines, consumer usage and a sluggish economy. We expect to reduce our manufacturing cost and SG&A in this segment, and continue to deliver operating margins of about 30% while generating strong operating cash flow. As we exit the second quarter on the heels of a very strong quarterly performance in a continued sluggish economy, we have made tremendous progress in transforming Deluxe. And we have identified many opportunities ahead of us in 2014. We believe we are well positioned in 2014 to deliver our fifth consecutive year of revenue growth. The breadth of offers and financial discipline has enabled us to position ourselves for sustainable revenue growth, while continuing to improve profitability and operating cash flow. Our technologies and sales channels are stronger. Our digital technology services offers more mature, our infrastructure better, and our management talent is deeper and aligned to grow revenue. We know it is critical for us to be able to grow revenue again in 2014, and improve the mix of our marketing services solutions and other services revenue, and we are well positioned to make this happen. We have developed a strong platform for long-term growth with the objective of transforming Deluxe to more of a growth services provider than primarily a check printer, thereby changing our product mix and resulting stock price multiple. Now on that, we're going to open the phone lines up to take questions.