2019 Co-op Advertising & Promotion Policy

Transcription

1 2019 Co-op Advertising & Promotion Policy

2 KEY HIGHLIGHTS Pre-approval is highly recommended to ensure Co-op eligibility. Co-op claims must be submitted after the event or advertising date and within 60 days of invoiced receipt. All Co-op claims must be submitted by November 30,

3 IMPORTANT NUMBERS AND ADDRESSES Super s Marketing Department: ext 218 For Advertising Questions, Co-op Claim Payment Status, and Pre-approval Status: Accounting Department ext. 218 kgolden@supermarvin.com Claims for reimbursement should be mailed to: Super Enterprises 126 Spagnoli Road Melville, NY Attention: Accounting Coordinator Claims for reimbursement may also be scanned and ed to: kgolden@supermarvin.com 2

4 Super Enterprises 2019 Co-op Policy Super Enterprises Co-op program is a cost sharing opportunity to work with our valued dealers to: Offer a variety of advertising and merchandising opportunities to promote both your business and Marvin products Increase leads to support continued growth of your business and Marvin products This Co-op policy outlines the requirements for a broad array of marketing materials to support profitable growth. To ensure prompt payment of your claims, it is important that all submissions are completed properly. Please review carefully the program policy and guidelines on the following pages and refer to the instructions below for completing your Co-op claim submissions. If you have submitted your claim in accordance with these instructions and have not received credit within ten business days, please contact the Accounting Coordinator at ext 218. The following must be submitted with EVERY Co-op claim: CO-OP CLAIM FORM CLAIM PROCEDURE complete all the information below: SUBMIT TO: Attach copy of ad, radio/tv script, or other Attn: Marketing Analyst Super Enterprises required documentation per Co-op policy 126 Spagnoli Road Attach copy of paid net invoice Melville, NY Documentation to show pre-approval (if applicable) kgolden@supermarvin.com List of names of participants if claim is for a meeting Acct. #: Reference # for credit: Dealer Company Name: Dealer Contact Name: City: State: Phone #: Date of Ad or Event Description of Media used Show name / General Purpose of Meeting Total Cost $ (prorated if other manufacturers are involved) Super Share Credit Amount $ Super Use Only Our products play a major role in the transformation of your home. We offer design choices like beautiful wood species options that can be stained to complement your décor, Interior Shades that fit seamlessly into new windows, and a wide selection of hardware choices. In addition to top-quality products, we offer ideas and solutions to fit your vision and make the transformation all you dreamed it could be. ABC Dealer 123 Dealer Address City, State Zip Additional Information Needed for Shows: Percent of booth devoted to Marvin Products: Products Shown (List all booth items including non-marvin Products): Find inspiration and solutions at Comments: MARVINWINDOWS.COM 2015 Marvin Windows and Doors. All rights reserved. Registered trademark of Marvin Windows and Doors Marvin Windows and Doors. All rights reserved. Registered trademark of Marvin Windows and Doors. January 2016 COMPLETED CLAIM FORM PROOF OF PAYMENT/PRICING SAMPLE OF ITEM SUBMITTED PROOF OF PRE-APPROVAL All relevant areas of the form must be complete and legible Net paid invoice or itemized receipt Sample of item being submitted. Sample requirements vary - please review the section pertaining to the type of marketing material you are using Pre-approval documentation (if applicable) 3

5 GENERAL POLICY Any logos (Marvin and Integrity) used in any form of advertising must be current and used correctly, as per that brand s graphic standards. Please contact Super Enterprises Marketing Department for assistance. Pre-approval is highly recommended to ensure Co-op eligibility. Any type of media with a discount offer on product is not eligible for Co-op. (This requirement excludes truckload sales or offers on installation/labor services.) Any type of media with competitive products is not eligible for Co-op (see competitive section on page 5 of this booklet for more details). Ads in dealer catalogs are ineligible for Co-op. Total cost will be prorated if there is more than one manufacturer advertised. For example, you may have Marvin Windows & Doors and ACME roofing materials in your advertisment, however, the total cost will be prorated by 50%. If more than one Marvin brand is used in an advertisment, the total cost should be divided among those brands. Up to 25% of total earned Integrity Co-op funds can be used for remodel and replace consumer marketing efforts. Pre-approval is required. Agency fees and other labor expenses, such as design, layout and copywriting are not eligible for Co-op. Co-op claims must be submitted after the event or advertising date and within 60 days of invoiced receipt. Any claim featured in an advertisment, such as product performance or energy savings, needs to be supported with Marvin documentation. All Co-op claims must be submitted by November 30,

6 COMPETITORS Any advertising that features competitive products is not eligible for Co-op. Advertising that contains non-competitive products from competitive brands, such as entry doors from Andersen, are eligible for Co-op but the total cost will be prorated. COMPETITIVE PRODUCTS* Aluminum Windows Clad Windows Vinyl Windows Wood Windows Fiberglass/composite Windows All Patio Doors * This is a partial list and is subject to change at any time. NON-COMPETITIVE PRODUCTS* Skylights Entry Doors Garage Doors CO-OP SUBMISSION CHECKLIST COMPETITIVE BRANDS - EXAMPLES* Andersen Pella Jeld-wen Kolbe & Kolbe Sierra Pacific Weather Shield Loewen Silverline Milgard Eagle LePage Fleetwood Arcadia Western Required documentation for your Co-op claim submission is shown below in the list. In order for your claim to be processed quickly, you must include all of the items on the list. This required documentation ensures we have met our legal obligation, we are able to process your claim, and we can credit your account. If your documentation is incomplete or missing, it will delay processing your claim. Some marketing efforts require additional instructions or documents; you ll find this information in the Marketing Materials, Printing/Production, and merchandise sections found on pages 6-13 of this booklet. ALL CLAIMS MUST INCLUDE: A fully completed claim form Net paid invoice or itemized receipt Sample of item being submitted (See Marketing Materials, Printing/Production, or merchandise sections on pages 6-13 for details) Pre-approval documentation (If applicable, see the Pre-approval section on page 14 of this booklet for details) 5

7 MARKETING MATERIALS DIRECT MAIL Mailing costs, including postage and distribution lists purchased from outside vendors Printing costs on Marvin or Integrity created mailing pieces are eligible for reimbursement Printing costs on dealer or agency created mailing pieces may be eligible with pre-approval (See Pre-approval section on page 14 for more detail) Fully completed claim form Sample of printed mailing piece Metered postage or postage invoice from postal service for direct mail Pre-approval documentation (if applicable) INSUFFICIENT DOCUMENTATION Photo copy of artwork need proof of production and quality of mailing piece NEWSPAPERS / MAGAZINE Publications that are distributed by a third-party to potential customers are eligible Publications that require placement fees for ad materials are eligible The circulation or distribution must be managed or determined by a third-party Fully completed claim form Sample of ad original or electronic tear sheet from publication or copy of publication Net Paid Receipt INSUFFICIENT DOCUMENTATION Photo copy of ad artwork need proof of placement in publication RADIO Placement fees for radio spots are eligible Use Marvin-produced scripts/spots or create your own For original scripts/spots, Marvin or Integrity products must be mentioned as many times as the dealer s. name during the spot For original scripts/spots, the entire product name must be mentioned at least once during the spot (i.e - Marvin Windows and Doors, Integrity Windows and Doors). Integrity radio MUST be pre-approved. Integrity Co-op does support consumer radio advertisements Please note creative, development and production fees are NOT eligible for Co-op support Fully completed claim form Copy of script and/or recorded spot Notarized affidavit from the radio station 6

8 FLYERS / INSERTS Distribution costs to send out flyers/inserts to potential customers are eligible Printing costs on Marvin-created flyers/inserts are eligible for reimbursement Competitive products in any section of the flyer will invalidate your claim for reimbursement Creative and development fees are NOT eligible for Co-op cost sharing Sample of printed flyer or insert Invoice INSUFFICIENT DOCUMENTATION Photo copy of ad artwork need proof of production and quality of flyer/insert INDOOR ADVERTISING Placement or sponsorship fees for ads in indoor signage/ billboard Sponsorship fees for home show or trade show banners Pre-approval is highly encouraged due to variety of venues for indoor advertising Photograph of the artwork in place for indoor advertising Invoice INSUFFICIENT DOCUMENTATION Photo copy of ad artwork need proof of placement and production quality INTERNET REFERRAL SITES Advertising and listing fees on referral sites (ie Angie s List, Service Magic, etc) are eligible Ads must equally feature a Marvin brand and dealer Ads must include Marvin and/or Integrity All ads must link to a landing page that exclusively features the corresponding Marvin brand logo featured in the ad Name and URL of the referral site Copy of the ad, as it appeared on the referral site Dates the ad appeared on the site URL of dealer s landing page 7

9 MEETINGS, SEMINARS, SPONSORED- EVENTS Space fees, food, beverages, etc. for training meetings and seminars which are focused on educating or marketing Marvin Window and Doors brand are eligible Alcoholic beverages are NOT eligible Golf outings and other recreational events as well as Sales Meetings, including business lunches to discuss ongoing or future projects, are NOT eligible NEWSLETTERS Ad placement fees for qualified industry association newsletters (AIA, CSI, NARI, etc) are eligible Postage and/or distribution fees for dealer company newsletters in which Marvin brands are featured are eligible Itemized receipts for item purchased A list of attendees and all the products discussed, including non-marvin products Sample of printed newsletter Metered postage or postage invoice from postal service INSUFFICIENT DOCUMENTATION Photo copy of ad artwork need proof of production and quality of newsletter COUPON BOOKS Distribution or placement fees associated with these type of books (ie. ValPak, MoneyMailers, etc) Printing costs on Marvin brand created coupons are eligible for reimbursement Printing costs on dealer created pieces must be pre-approved. Note: Integrity is advertised to the trade ONLY. Sample of printed mailing piece Invoice INSUFFICIENT DOCUMENTATION Photo copy of artwork need proof of production and quality of mailing piece Coupon cannot include price discount on Marvin products (See General Policy on page 4 of this booklet for more details.) ONLINE BANNER ADVERTISING Placement fees for online banner advertising are eligible Ads must equally feature a Marvin brand and dealer Ads must include the graphically correct brand logo and/or the brand s name (ie. Marvin Windows and Doors) All ads must link to a landing page that exclusively features a Marvin brand Screen capture of each frame of the banner ad or an electronic file (Flash, Gif, PDF, etc) that demonstrates the banner ad Name and URL of the third party website Dates the ad appeared on the site URL of dealer s landing page 8

10 ADVERTISEMENTS PLACED IN OTHER PRINTED MATERIAL - EVENT PROGRAMS, HOME SHOW BOOKLETS, ETC. Non-traditional publications or printed materials that are distributed by a third-party to potential customers are eligible Claim the placement fees for ad materials in the nontraditional publication or printed material Pre-approval is required Sample of ad tear sheet from publication or copy of publication/printed material Pre-approval documentation Invoice INSUFFICIENT DOCUMENTATION Photo copy of ad artwork need proof of production or placement in publication OUTDOOR BILLBOARD Placement fees for ads in outdoor signage/billboard are eligible Pre-approval highly encouraged due to long-term commitment and costs typically associated with outdoor advertising Creative, development and printing fees are NOT eligible for Co-op cost sharing. Photograph of the artwork in place on outdoor signage/ billboard Invoice INSUFFICIENT DOCUMENTATION Photo copy of ad artwork need proof of placement and production quality PAY-PER-CLICK ADVERTISING The total cost of clicks for pay-per-click ads on search engines (ie. Google, Yahoo, Bing, etc.) are eligible Keyword bids are made at a local level Keyword bids directly relate to windows and doors Ad, or text listed with link, featured on the search engine must have a minimum of one mention of a Marvin brand (ie - Marvin Windows and Doors or Integirity Windows and Doors) Links featured in ads must land on a page that exclusively features a Marvin brand List of keywords bid on Dates the keywords were bid on Copy of the ad, or text listed with link, as it appears on the search engine and associated with keywords URL of the dealer s landing page 9

11 TELEVISION Placement fees for TV spots are eligible for Marvin ONLY Use Marvin produced TV spots or create your own Copy of script, visual storyboard and/or finished TV spot For original spots, Marvin Windows and Doors must be mentioned at least once during the spot Net Invoice Marvin Windows and Doors or Marvin mentioned in a Marvin spot as many times as dealer s name Current Marvin logo must be displayed during ad Spot must feature images of Marvin windows and/or doors based on product being advertised Please note creative, development and production fees are NOT eligible for co-op TRADE AND CONSUMER SHOWS The cost of the booth rental, carpeting, and electricity is eligible Labor costs for booth set up and tear down are NOT eligible Super Enterprises will assist the dealer s participation in local shows with use of our displays and sales personnel. Information included on the list of Marvin brands featured and percentage of the booth that Marvin brands represented. (Please note co-op claim will be prorated based on percentage of Marvin brands representation.) Invoice HOUZZ WEB ADVERTISING Minimum of one (1) geographic area selected (to automatically include the window category) Remove all competitor names from the profile page services provided area Print outs of pages from Houzz showing the Marvin products Invoice The projects that show when a consumer goes on the profile page need to be Marvin projects. Marvin s logo must appear in a thumbnail for each project appearing on the page. One out of three projects needs to be a a Marvin project - complete with photography and tagging information Descriptions must be added about each project and what Marvin products were used 10

12 YELLOW PAGES AND DIRECTORIES (PRINTED BOOKS) Placement fees for display advertising or listings in consumer directories/yellow pages are eligible Placement fees for display advertising or listing in a qualified industry association s directory, such as those printed by AIA or CSI, are eligible Display ad or listing must include an approved Marvin logo or Integrity logo Pre-approval documentation Sample of ad tear sheet from directory or copy of publication/printed material (if applicable) Pre-approval is required for any advertising in yellow pages or other printed directories INTERNET YELLOW PAGES AND ONLINE DIRECTORY LISTINGS Listing fees for Internet Yellow Pages (ie. SuperPages.com, YellowPages.com, Google maps, online business directory listings, local directory listings, etc) The ad must have a minimum of one mention of Marvin Windows and Doors or Integrity Windows and Doors All ads must link to a landing page that exclusively features a Marvin brand Name and URL of directory listing Category and a copy of the listing, as it appeared on the directory Dates the listing appeared on the site URL of dealer s landing page ADDITIONAL ITEMS Websites (see enclosed Website policy for details) Pre-approval is required Pre-approval documentation 11

13 Non-Traditional Up to 15% of the earned Co-op allowance for the year may be applied towards non-traditional marketing efforts. Pre-approval is required for any non-traditional marketing efforts. You can find the pre-approval process listed on page 14 of this booklet for details. NON-TRADITIONAL Activities that aren t listed in this Co-op Policy, but are used to promote the dealers company and the Marvin brand Partial list of examples: Submit a photograph or sample of the promotional or printed piece Invoice for literature and/or displays Invoice for promotional material Photo of truck Copy of ticket/itinerary - Merchandise with a Marvin or Integrity logo - Literature and Displays - Truck Signage - Commercial flights to Minneapolis for trips continuing on to Warroad for tours and training - Contractor or customer appreciation day - Special events or programs - Sponsorship fees 12

14 PRINTING / PRODUCTION Some marketing efforts require additional investment for printing or production costs. To support you, Super will allow select, printed items to be submitted for Co-op support. For additional cost savings, Super highly encourages you to use the templates and the existing materials found on Marketing Express. PRINTING / PRODUCTION Printing or design costs associated with Marvin brand marketing programs (ex. Quantum, Marketing Express, etc.) may be submitted for Co-op cost sharing If you use Marvin brand creatives (found on Marketing Express), you may submit the printing fees for Co-op cost sharing Pre-approval is required for printed materials that dealers or their agency creates. Printing costs associated with catalogs or brochures are NOT eligible Sample of the printed piece. Pre-approval documentation Invoice PASS-THRU CO-OP SUPPORT Marvin dealers may provide Co-op support on select marketing efforts made by their trade customers with Pass-Thru Co-op Policy. The Co-op provided to support these trade customers will go against the Marvin dealer s annual Co-op allowance. PASS-THRU CO-OP SUPPORT See Pass-Thru Co-op Policy on page 15 for details Pre-approval is required (See Pre-approval section on page 14 of this booklet for details) See Co-op submission checklist (page 5) Follow submission requirements listed for specific Marketing Materials on pages 6-13 of this booklet Pre-approval documentation required 13

15 PRE-APPROVAL PROCESS Super highly encourages dealers to submit for pre-approval on any media, event, or materials to ensure Co-op support. In addition, specific marketing activities and materials may require pre-approval. Please review this policy to identify these items. You can submit your item to the Accounting Coordinator via (See page 2 in this booklet for contact information.) Give an explanation on the marketing activity and/or material that you are submitting for pre-approval Provide a proof or sample of the advertising or promotional piece (if applicable) Include an estimate on cost and/or quantity (if applicable) The Accounting Coordinator will respond with approval, corrections required, or design recommendations If required, you must attach pre-approval documentation to any related final Co-op claim for processing PARTICIPATION OF THE PROGRAM Media Publications, Broadcast, Direct Mail, Billboards, Dealer-paid show costs, any qualified non-traditional media Dealer-hosted meetings/seminars Super 50% 67% Dealer 50% 33% Super Enterprises will Co-op up to 50% of eligible claims for advertising and merchandising efforts to dealers, up to 67% for dealer-hosted meetings/seminars/events and up to 100% for dealer-hosted trade shows. The chart to the left shows the specific breakdown of responsibility for each occurrence of promotional activity Dealer-hosted trade shows 100% 0% ADDITIONAL NOTES: Co-op allowances are NOT transferable from one year to the next. You cannot borrow from next year s allowance. All remaining Co-op allowances expire after our Co-op claim submission s deadline for the fiscal year (January 1 to November 30th). Total credits cannot exceed the total funds available. Marvin and Integrity Co-op funds are not transferable. All claims must be submitted by NOVEMBER 30,

16 Super Enterprises 126 Spagnoli Road Melville, NY11747 Attention: Accounting Coordinator ext. 218