FMC reserves the right to revoke or amend this program at any time without prior written notice.

Transcription

1 Introduction National advertising, FDAF advertising, and your local advertising all play a critical role in moving consumers toward the purchase of a new Ford vehicle. Through clear, consistent, brandcomplementary advertising, we can continue to build a powerful marketing presence that enhances our base of satisfied, loyal customers and drives sales growth. To help you create brand-enhancing new-vehicle advertising that keeps current customers coming back, Ford Motor Company (FMC) and the Ford Dealer Council are pleased to present the Ford Dealer Advertising Co-op Program, in which all Ford dealers are automatically enrolled. This co-op program offers you reimbursement for your eligible advertising campaigns and strategies to permit you to enhance the frequency, reach and effectiveness of your new-vehicle and CPO advertising. Information on requesting and receiving co-op reimbursement is on pages For assurance that your advertising will comply with the advertising guidelines, a requirement for reimbursement, we encourage you to take advantage of the Ford Dealer Advertising Consulting Center. Details on how the consulting service operates and the procedures for submitting your advertising for pre-approval by the center s staff of experts are on pages To facilitate dealers ability to track and leverage co-op funds, a Co-op Program Website is available (see page 19). All dealers have convenient access to this website via a link on the Ford Toolbox Website. Please visit these sites regularly to stay current on your available funds. Co-op Advertising Funds All dealer retail Ford units (including A, X, Z and D Plan units, but exclusive of units ordered for or sold to fleets/rental companies) invoiced will generate an amount equal to approximately 0.25% of MSRP that will accrue in your co-op funds account. Co-op funds are available to offset your eligible expenses for Ford new-vehicle co-op advertising during a three-month spending period for Contact Dealers (see page 10) and a six-month spending period for Select Dealers (see page 11). Advertising that meets all co-op program eligibility requirements qualifies for 100% reimbursement for advertising run dates. Co-op advertising fund amounts will be calculated using a VIN-based percentage (0.25%) of base and option MSRP (excluding D&D). FMC reserves the right to revoke or amend this program at any time without prior written notice. Ford COOP Revised January 2017 Ford Dealer Advertising Co-op Program 1

2 Impression Share Requirement As of July 1, 2016, digital co-op funds must be spent on paid search (DAS and/or Third Party) until the Dealership Impression Share reaches 35%. Your Impression Share % will be updated monthly, determined by one of the following: Your DAS Only Impression Share % Your blended Impression Share % (DAS and Google) Examples of New Co-op Reimbursement Logic for Contact & Select Dealers 30-Day Impression Share Window The Impression Share data is based on DAS and/or Third Party SEM advertising that ran December 1st - December 31st. PHQ Receive Date* Program Headquarters will receive the Impression Share data file on January 6th, Your Dealership s Impression Share % will display on the home page of the Program web site. The aforementioned Impression Share % will impact advertising with January run dates. Meet or Does Not Meet 35% Impression Share Req. (reimbursement logic) If a Dealer meets the 35%: For advertising submitted to PHQ with January run dates, digital funds can be utilized on any eligible digital media type they would like. If a Dealer does not meet 35%: For advertising submitted to PHQ with January run dates, digital funds can only be utilized on SEM claims (DAS and Third Party). The Impression Share data is based on DAS and/or Third Party SEM advertising that ran January 1st - January 31st.. Program Headquarters will receive the Impression Share data file on February 6th, Your Dealership s Impression Share % will display on the home page of the Program web site. The aforementioned Impression Share % will impact advertising with February run dates. If a Dealer meets the 35%: For advertising submitted to PHQ with February run dates, digital funds can be utilized on any eligible digital media type they would like. If a Dealer does not meet 35%: For advertising submitted to PHQ with February run dates, digital funds can only be utilized on SEM claims (DAS and Third Party). The Impression Share data is based on DAS and/or Third Party SEM advertising that ran February 1st - February 28th. Program Headquarters will receive the Impression Share data file on March 6th, Your Dealership s Impression Share % will display on the home page of the Program web site. The aforementioned Impression Share % will impact advertising with March run dates. If a Dealer meets the 35%: For advertising submitted to PHQ with March run dates, digital funds can be utilized on any eligible digital media type they would like. If a Dealer does not meet 35%: For advertising submitted to PHQ with March run dates, digital funds can only be utilized on SEM claims (DAS and Third Party). *PHQ receives Impression Share data from prior months Contact & Select Dealers Q Q Q Q JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Key: Impression Share data generated File is created; PHQ receives & displays Impression Share data. Potential claim window for impacted run dates 2 Ford Dealer Advertising Co-op Program Ford COOP Revised January 2017

3 Reimbursement Process for Dealers Once the 35% Impression Share Requirement has been met (excluding DAS SEM claims): 50% of the dealer s co-op accruals are reimbursable towards eligible digital media; 50% are reimbursable towards eligible traditional media, including digital media (Print, TV, Cable, Radio, Out of Home, Direct Mail, Alliances/Sponsorships/Events, Digital) All accruals have a discrete start and end date. Funds can only be applied to claims that ran within those start and end dates. If no funds are available for the run dates of the claim, the claim will be denied for having insufficient funds. The funds that are available to reimburse a compliant claim are determined by two factors: The run dates of the ad being claimed Whether the ad is digital or traditional If no funds are present to reimburse a claim, the claim is given an insufficient funds status. An insufficient funds status does NOT necessarily mean the dealer has exhausted all of their funds, but that no funds to pay a specific claim are available. As the start and end dates for fund accruals cover multiple months, more than one accrual may be available to reimburse a compliant claim. A single claim may be reimbursed by multiple accruals. To learn which accruals paid a certain claim, consult the Accrual Payment Detail field in the View Claims/Ad Details for a given claim on the Co-op Program Website. A compliant traditional claim is only reimbursed from traditional funds. Traditional claims cannot be reimbursed from digital funds. If a compliant traditional claim is not reimbursed fully, it will be noted in the status log as being partially paid, exhausted traditional funds. A compliant digital claim is first reimbursed from digital funds. All available digital fund accruals will be used to reimburse a digital claim. If there are not enough digital funds to reimburse the entire claim, the system will automatically draw from any available traditional funds. If a compliant digital claim exhausts both the available digital and traditional funds without being reimbursed in full, it will be noted in the status log as being partially paid, exhausted all funds. Please Note: If the 35% Impression Share Requirement has not been met, please refer to page 2. Ford COOP Revised January 2017 Ford Dealer Advertising Co-op Program 3

4 Does the dealer meet the 35% Impression Share requirement? Blast Internet Banner Social Media Media Type Yes No Internet radio / Pre-roll Social Reputation Management Search Engine Optimization Ford Direct - Consumer Connection Package Ford Direct - Social Media Rep Ford Direct - Digital Advertising Solutions Ford Direct - DC Elite / DC Prime Search Engine Marketing (3rd party and DAS SEM) Claims will pull from remaining digital funds, then remaining traditional funds Claims will pull from remaining digital funds, then remaining traditional funds Claims will pull from remaining digital funds, then remaining traditional funds Claims will pull from remaining digital funds, then remaining traditional funds Claims will pull from remaining digital funds, then remaining traditional funds Claims will pull from remaining digital funds, then remaining traditional funds Claims will pull from remaining digital funds, then remaining traditional funds Claims will pull from remaining digital funds, then remaining traditional funds Claims will pull from remaining digital funds, then remaining traditional funds Claims will pull from remaining digital funds, then remaining traditional funds Claims will pull expiring digital funds, then expiring traditional funds, then remaining digital, then remaining traditional funds Note: All other Ford direct claims will only pull from traditional accruals. Claims will pull from remaining traditional accruals Claims will pull from remaining traditional accruals Claims will pull from remaining traditional accruals Claims will pull from remaining traditional accruals Claims will pull from remaining traditional accruals Claims will pull from remaining traditional accruals Claims will pull from remaining traditional accruals Claims will pull from remaining traditional accruals Claims will pull from remaining traditional accruals Claims will pull from remaining traditional accruals Claims will pull expiring digital funds, then remaining digital funds, then expiring traditional funds, then remaining traditional funds If a dealer meets the 35% Impression Share requirement, DAS SEM claims will be reimbursed per the following schedule: May: Expiring digital funds (if available) May: Expiring traditional funds (if available) June August: Remaining digital funds (if available) June August: Remaining traditional funds (if available) Note: Reimbursement schedule is determined by the run dates of the claim and whether or not the dealer met the Impression Share requirement for a given month In this case, DAS SEM claims will pull from all expiring funds first (digital, then traditional), and then proceed to available digital funds, lastly it will pay your claim from available traditional funds. If a dealer does not meet the 35% Impression Share requirement, DAS SEM claims will be reimbursed per the following schedule: May: Expiring digital funds (if available) June August: Remaining digital funds (if available) May: Expiring traditional funds (if available) June August: Remaining traditional funds (if available) Note: Reimbursement schedule is determined by the run dates of the claim and whether or not the dealer met the Impression Share requirement for a given month In this case, DAS SEM claims will pull from all available digital funds before paying out of any traditional funds. 4 Ford Dealer Advertising Co-op Program Ford COOP Revised January 2017

5 Eligibility for Co-op Reimbursement In addition to complying with the Ford Dealer Advertising Co-op Guidelines, your advertising must promote Ford new or CPO vehicles and must adhere to the restrictions on eligible advertising forms to qualify for co-op reimbursement under the Ford Dealer Advertising Co-op Program. Advertising for used (non-cpo) vehicles, competitive-make vehicles or parts/service is not eligible for reimbursement. Co-op reimbursement is provided for the following forms of advertising only: Newspapers Magazines Direct mail/circulars Outdoor/transit Alliances/sponsorships/events* Radio Television Cable Cinema blasts and associated lists Displays (rich media/screen cams banner ads)** Search engine marketing (paid search and search optimization)*** Social media (i.e. banner on social media sites, screen cams) Internet radio (i.e. display advertising on Pandora) Online video/pre-roll video (i.e. Hulu) Mobile (ads that run on mobile site and apps; production/development of apps not eligible) FordDirect ConsumerConnection monthly package fees up to $799/ month**** - Automatically submitted for co-op reimbursement through auto-claim process with Ansira FordDirect Social Media/Rep Management monthly package fees up to $799/month (or competitive service up to $799/month)***** - Automatically submitted for co-op reimbursement through auto-claim process with Ansira Incremental FordDirect Digital Advertising Solution (DAS) media investment made by the dealer - Automatically submitted for co-op reimbursement through auto-claim process with Ansira FordDirect DealerConnection Elite/ Elite Plus 50% monthly package fee of $699/month ($350/month) - Automatically submitted for co-op reimbursement through auto-claim process with Ansira Ford Direct DealerConnection Elite Plus Prime Performance 50% monthly package fee of $799/month ($399/ month) - Automatically submitted for co-op reimbursement through auto-claim process with Ansira * Examples of alliances, sponsorships and events include, but are not limited to, auto and trade shows, in-dealership new-vehicle launch events, fairs, festivals, local sports/racing team sponsorships, Hole-In-One, tour unit displays and marketing in conjunction with malls, concerts, zoos and other high-traffic venues. ** Please contact the Ford Dealer Advertising Consulting Center to confirm eligibility before running Internet advertising. *** Refer to the Co-op Program Website for a description of search engine marketing. **** Co-op reimbursement is only available to dealers enrolled in ConsumerConnection Product. For dual dealers, the package fee will be split 50%/50% between the Ford Co-op and Lincoln Ad Covenant Programs. Sales-related direct mail sent within the ConsumerConnectin product is also eligible. ***** Co-op reimbursement is available to dealers enrolled in Social/Rep Management Product. For dual dealers, the package fee will be split 50%/50% between the Ford Co-op and Lincoln Ad Covenant programs. Ford COOP Revised January 2017 Ford Dealer Advertising Co-op Program 5

6 Advertising Formats for Desktop, Mobile & Tablets These general descriptions for ad formats apply across devices and are provided to assist your general understanding of digital ad formats and specific understanding of Ford Co-op Reimbursement Rules pertaining to these formats. 1. Search (Text) Ads A text ad is all words and no images, generally used in search engine marketing (SEM) on Google, Bing, Yahoo, etc. Text ads typically include a title that is also a clickable link to a webpage, along with one or two lines of text, and a website address. Here is an example: New Ford Focus - Price & Customize a Ford Focus Visit Your Local Dealer Now! Search Dealer Inventory - Locate a Dealer 2. Display Ads Display ads are graphical ads offered in several ad formats: Standard Display Ad Includes pictures and images, and basic interactivity within a frame that doesn t expand Rich Media Ad - Contains images or video, and involves some kind of user interaction. The ad can expand, zoom in or out, etc. Rich media ads are highly flexible and can include multiple levels of content in one placement: videos, games, tweets from an ad, etc. Listing - Not eligible under any circumstances, regardless of whether it is a standard display ad or an interactive rich media ad 6 Ford Dealer Advertising Co-op Program Ford COOP Revised January 2017

7 3. Retargeting Display retargeting keeps track of people who have visited your site and then serves display ads to retarget your web visitors as they visit other sites online.it is an efficient tool to convert visitors into consumers by offering special incentives to people who have performed actions on your site. Here is an example: Customer visits a dealer site and searches inventory for a 2014 Ford Escape Titanium. The dealer then retargets the user as she browses Yahoo news, and serves a special offer on the vehicle she just viewed on the dealer s site with a call-to-action. 4. Online Videos Online videos allow advertisers to place video ads in video content that is streamed online or on mobile devices, generally as follows: Pre-Roll Video: A digital video (often a 15- or 30-second TV spot) that plays on a website s video player before or in the middle of content. Some ads run in-stream (middle of content) or post-stream (at the end), but pre-roll generally is used due to higher performance metrics. Companion Banner: A Flash banner that displays on the webpage while the pre-roll video is playing and remains on the page after the video has completed. Some sites support multiple companion banner sizes. Video Overlay (or non-linear): An interactive Flash banner or static image that displays over the pre-roll video as it is playing. It may disappear after the pre-roll video completes or continue throughout the duration of the video. Pre-Roll Video Companion Banner Video Overlay Ford COOP Revised January 2017 Ford Dealer Advertising Co-op Program 7

8 4. Online Video (continued from pg.5) Pre-Roll Video Video Overlay 5. Social Media Paid advertising across the social web increases traffic to your site and helps build the right audience for your products. Facebook simplified and improved the effectiveness of its ad products in 2013 and delivered scale and efficiency as a mobile platform. 8 Ford Dealer Advertising Co-op Program Ford COOP Revised January 2017

9 6. Internet Radio (Pandora, Spotify, etc) Internet radio involves streaming media and presenting listeners with a continuous stream of audio that cannot be replayed, much like traditional broadcast media. Sites like Pandora, Spotify and others have become popular and offer a range of ad formats (audio, video, display) and sophisticated targeting capabilities. The following advertising costs and activities are not eligible for co-op reimbursement: Agency fees Production costs other than printing (e.g., design, artwork) Digital production (i.e. producing banners, etc.) Fees for inventory placement on third-party websites (e.g., Cars.com, AutoTrader.com) Maintaining/updating third-party websites and social media sites (and hosting costs) Barter and trade credits Yellow Pages Mailing list acquisition fees Management and administrative fees Dealer websites and lead generators FD Toolbox materials POS materials (e.g.,ford Direct brochures) Vehicle wraps **** Co-op reimbursement does not apply for text or phone communications sent out through a third party vendor, even if the dealer is enrolled in ConsumerConnection. Ford COOP Revised January 2017 Ford Dealer Advertising Co-op Program 9

10 Using Your Co-op Funds Co-op funds become available for your use during a three-month spending period for Contact Dealers and a six-month spending period for Select Dealers. The tables and charts below provide important details on how you earn co-op funds and the spending and filing deadlines that you must follow carefully. Example of How Eligible Co-op Funds are Earned, Spent and Claimed for Contact Dealers Earn Month Retail (non-fleet) units gate released from plant in January earn January funds. Spending Period January funds can be spent on eligible advertising from February 1 through April 30 (3 months). Claim Deadline February advertising must be claimed by April 30. March advertising must be claimed by May 31. April advertising must be claimed by June 30. Retail (non-fleet) units gate released from plant in February earn February funds. February funds can be spent on eligible advertising from March 1 through May 31 (3 months). March advertising must be claimed by May 31. April advertising must be claimed by June 30. May advertising must be claimed by July 31. Retail (non-fleet) units gate released from plant in March earn March funds. March funds can be spent on eligible advertising from April 1 through June 30 (3 months). April advertising must be claimed by June 30. May advertising must be claimed by July 31. June advertising must be claimed by August 31. *Unclaimed funds in a dealer s account expire two months after the last day of a spending period Contact Dealers Q Q Q Q JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Jan Funds Accrue Jan Funds Expire Jun. 30* Feb Funds Accrue Feb Funds Expire July 31* Mar Funds Accrue Mar Funds Expire Aug 31* *Unclaimed funds in a dealer s account expire two months after the last day of a spending period. Unclaimed Tier 3 Digital & Traditional Co-op funds will be returned to Ford Motor Company 10 Ford Dealer Advertising Co-op Program Ford COOP Revised January 2017

11 Example of How Eligible Co-op Funds are Earned, Spent and Claimed for Select Dealers Earn Month Spending Period Claim Deadline Retail (non-fleet) units gate released from plant in January earn January funds. Retail (non-fleet) units gate released from plant in February earn February funds. Retail (non-fleet) units gate released from plant in March earn March funds. January funds can be spent on eligible advertising from February 1 through July 31 (6 months). February funds can be spent on eligible advertising from March 1 through August 31 (6 months). March funds can be spent on eligible advertising from April 1 through September 30 (6 months). February advertising must be claimed by April 30. March advertising must be claimed by May 31. April advertising must be claimed by June 30. May advertising must be claimed by July 31. June advertising must be claimed by August 31. July advertising must be claimed by September 30. March advertising must be claimed by May 31. April advertising must be claimed by June 30. May advertising must be claimed by July 31. June advertising must be claimed by August 31. July advertising must be claimed by September 30. August advertising must be claimed by October 31. April advertising must be claimed by June 30. May advertising must be claimed by July 31. June advertising must be claimed by August 31. July advertising must be claimed by September 30. August advertising must be claimed by October 31. September advertising must be claims by November 30. *Unclaimed funds in a dealer s account expire two months after the last day of a spending period Q Q Q Q JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Jan. Funds Accrue Feb. Funds Accrue Jan. Funds Exp. Sep. 30* Mar. Funds Accrue Feb. Funds Exp. Oct. 31* Mar. Funds Exp. Nov. 30* *Unclaimed funds in a dealer s account expire two months after the last day of a spending period. Unclaimed Tier 3 Digital & Traditional Co-op funds will be returned to Ford Motor Company Ford COOP Revised January 2017 Ford Dealer Advertising Co-op Program 11

12 Requesting Reimbursement To receive co-op reimbursement for your eligible advertising, simply follow the instructions below. Instructions for Submitting a Claim for Reimbursement Tier 3 claim documents must be submitted online. Step 1 Complete a claim form. You can complete the online claim form and submit it electronically at the Ford co-op homepage (located directly under the image rotator). Note: Each invoice will be given a uniqu e Ad ID. For example, if the same ad runs in two publications (or in two different advertising forms), each medium is considered an individual Ad ID. Multiple Ad IDs can be submitted on the same claim form. Step 2 Step 3 Step 4 Review and agree to the rules for co-op reimbursement. Regardless of the submission mode, you will be asked to agree to the rules for co-op reimbursement. Assemble all required documentation. Every claim must be accompanied by the correct supporting documentation for the particular advertising form (see pages 14-15). Submit the online claim form and attach documentation. Your claim and documentation must be uploaded to the Ford Co-op Program Website no later than two months after the last day of the month in which the advertisement was aired or published, the alliance/sponsorship/ event was held or the outdoor/transit advertising was installed. Claims submitted after the deadline will not be eligible for payment. See the charts on page 10 and 11. If additional documentation is required to process a claim, a letter detailing the missing documents will be ed to the contact shown on the Dealer Account Information page on the Co-op Program Website. All missing documentation must be received electronically no later than 30 days after the date of the notification letter for the claim to be considered for processing. The progress of this resubmission process will be shown on the Co-op Program Website. Submit your claims and documentation to: fordcoop.dealerconnection.com All claims for reimbursement are subject to verification by FMC or its auditing service, whose determination of the value or acceptability of any claim shall be final. FMC is not responsible for legal clearance of promotional program or advertising content. Consultation does not constitute legal approval. 12 Ford Dealer Advertising Co-op Program Ford COOP Revised January 2017

13 Online Claim Form (located on fordcoop.dealerconnection.com) Step 1 Select the media type Step 2 Agree to the rules for co-op reimbursement Step 3 Confirm address, enter an additional contact (if applicable), select sales code (if applicable), enter media source, enter run dates, ad cost and upload documentation and submit claim Step 4 Complete claim submission or submit another claim Note: If submitting multiple claims, scroll to the bottom of the page, select media type, and click Submit Another Claim. Repeat step 3 and click Complete Claim Submission(s). Ford COOP Revised January 2017 Ford Dealer Advertising Co-op Program 13

14 Documentation Required to Process Claims for Co-op Funds In addition to the electronic claim submission form, you must upload documentation specific to the advertising form, as indicated below. Newspapers and Magazines: A legible electronic tearsheet or photo copy of the newspaper or magazine advertisement bearing the publication name and ad date, plus an original publisher s invoice reflecting the ad size, cost and publication dates. Direct Mail and Circulars: An electronic creative proof bearing the publication name or photo copy, along with an original printer s invoice reflecting quantity and cost as well as postal receipts (e.g., USPS, UPS, FedEx, etc.) reflecting the quantity mailed and mailing cost. Invoices must be itemized to show the printing cost separate from all other related charges including postage. Blasts and Associated Lists: An original invoice specifying the list deployment and acquisition fees, along with a creative proof of the blast. Cinema: A copy of the script signed by a cinema official, plus an original station invoice reflecting dates, times, cost of each spot, agency name and any earned discounts or agency commission. FordDirect ConsumerConnection: No documentation required for ConsumerConnection Product, as the co-op reimbursement process will be handled automatically through the auto-claim process with Ansira. Outdoor and Transit (including reader boards and floorboards): A photograph of the installed billboard and/or a shot of each screen for the reader board/floorboard, plus an original invoice reflecting the location, number of billboards, posting dates and costs. Alliances/Sponsorships/Events: The vendor contract or agreement, and the invoice reflecting the dates, payment terms and costs; and a photo of the alliance, sponsorship or event (except for Hole-In-Ones). Rich Media/Screen Cams/Banner Ads: Internet banners require a detailed invoice stating exactly what is being claimed Invoices that do not reflect the itemized charges stating exactly what is being claimed as digital display/ banner advertising in new vehicle listing packages will be declined for missing documentation Screen shots of the banners are required and must always be taken live off of the website that the banners are being claimed against - If the ad has multiple frames, a screen shot of each is required - Lease information may not be broken up among multiple frames. If an offer is made, all information must appear in the ad Tier 3 digital display/banner advertising included in new vehicle listings packages are not co-op eligible FordDirect Digital Advertising Solution (SEM and Display): No documentation required for the Digital Advertising Solution, as the co-op reimbursement process will be handled automatically through the autoclaim process with Ansira. Search Engine Marketing: An invoice from the search engine company reflecting the costs incurred and an Excel file including, but not limited to the following elements: complete list of keywords, costs per word, cost per click, impressions, campaign, ad group, click through rate, and dates. Search Engine Optimization: An original itemized invoice, along with metrics/analytics. Radio and Television: A copy of the script (radio) or storyboard (television) imprinted with the ANA/RAB (radio), ANA/TVB (television) or ANA/CAB (cable) signed by a station official and notarized (see example on Co-op Program Website; notary signature and station official signature must be by two individuals), plus an original station invoice reflecting dates, times, cost of each spot, agency name and any earned discounts or agency commission. 14 Ford Dealer Advertising Co-op Program Ford COOP Revised January 2017

15 Documentation Required to Process Claims for Co-op Funds, continued FordDirect Social/Reputation Management: No documentation required for Social/Rep Management Product, as the co-op reimbursement process will be handled automatically through the auto-claim process with Ansira. FordDirect DealerConnection Elite/Elite Plus: No documentation required for DealerConnection Product, as the co-op reimbursement process will be handled automatically through the auto-claim process with Ansira. FordDirect Search Engine Marketing Co-op Package: No documentation required for Search Engine Marketing product, as the co-op reimbursement process will be handled automatically through the auto-claim process with Ansira. Social Reputation Management: A copy of the monthly analytic report and an original invoice. Social Media Optimization: A copy of the monthly social media report (based on the type of social media being managed) and an original invoice. Social Media Display (SMD): A copy of the monthly campaign delivery report and an original invoice. Retargeting: A copy of the monthly campaign delivery report and an original invoice. Internet Radio and Video: A copy of the original invoice outlining Ford advertising charges. * Please reference the Ford Co-op Digital Claiming Resource Guide, located in the What s New section of the Ford Co-op Program Website. Determining Co-op Reimbursement The Ford Dealer Advertising Consulting Center will verify what qualifies as eligible advertising expenditures. The following guidelines will be strictly adhered to in processing all claims for reimbursement: Billing. Co-op reimbursement is based on net billing, exclusive of agency fees and volume discounts. All billing must call out both gross and net prices and reflect cash payments to the media. Earned Funds. Reimbursement cannot exceed earned funds at any time. Partial reimbursement will be made if the full amount due exceeds a dealer s co-op funds account balance. Receiving Reimbursement Ford Dealer Advertising Co-op Program Headquarters processes claims no later than five business days after receipt of all required documentation. FMC will reimburse you for your approved claims via a credit to your Dealer Payment Statement on or about the 22 nd of the month. To increase the likelihood of a credit posting the same month as the claim submission, claims should be sent to program headquarters by the second day of the month. Ford COOP Revised January 2017 Ford Dealer Advertising Co-op Program 15

16 Auto Claim Process In order to ease the burden of submitting all advertising documentation, Ford will automatically credit each dealer with their incurred charges from the previous month for: FordDirect ConsumerConnection Monthly Package Fee FordDirect ConsumerConnection Direct Mail Fees FordDirect Social Media & Reputation Management Package Fees FordDirect DealerConnection Elite/Elite Plus 50% Monthly Package Fee FordDirect Digital Advertising Solution Media Investments (SEM and Display) FordDirect Search Engine Marketing Co-op Package Fees Tips for Facilitating Co-op Reimbursement Here are some things you can do to facilitate the processing of your claims and maximize your co-op funds: Submit all your advertising online at fordcoop.dealerconnection.com for pre-approval. Call the consulting center if you have questions about the application of a guideline to an activity. Ensure that your agency partners and media reps understand the program, the required documentation and your needs. Ask them to send documentation with invoices, so you can submit your claim quickly. Refer to page 14 in preparing claims to ensure that all required documentation is submitted. Before submitting claims for any month, please ensure that all claims submitted for the previous month have been processed by checking the current status of your submitted claims on the Co-op Program Website (link: View Claims/Ads). If missing documents or pending approval appears for one or more claims, please wait to submit your claims for the next month s advertising until the status has changed. For example, if the status of a claim submitted for advertising that ran in August is missing documents, hold your claims for September advertising for submission until all August claims have been processed. Appealing a Denied Claim Step 1 Step 2 Step 3 On the right hand side of the homepage, near the bottom, click Click here for the appeal form Select Submit Appeal for the declined claim you wish to dispute. Attach supporting documents and click Submit Appeal Your appeal form and documentation must be submitted and uploaded no later than 30 days after you receive a declined notification letter to be eligible for consideration. Please allow up to 30 days for review of your appeal. If your appeal is declined, no further recourse is provided. If your appeal is approved, your claim will be reversed and processed according to the exception granted. Submit your claims and documentation to: fordcoop.dealerconnection.com 16 Ford Dealer Advertising Co-op Program Ford COOP Revised January 2017

17 Co-op Advertising Consulting Service FMC appreciates your commitment to maintaining consistent Ford brand images in your local advertising and is dedicated to helping to ensure that your advertising qualifies for reimbursement under this program. We therefore strongly encourage you to take advantage of the no-cost advertising review services of the Ford Dealer Advertising Consulting Center. By consistently submitting your advertising to the Ford Dealer Advertising Consulting Center via fordcoop.dealerconnection.com, you will help ensure that it is consistent with the Ford Dealer Advertising Co-op Guidelines and qualify for reimbursement under this program. Beginning January 1st, 2016, Tier 3 pre-approval requests must be submitted online. Here is how the pre-approval process works: Step 1 Submit your in-progress advertisements and marketing materials online at fordcoop. dealerconnection.com. The online submission form is located underneath the image rotator on the homepage. For alliances/sponsorships/events, it is recommended that a pre-approval form be submitted prior to the date of the alliance/sponsorship/event. There is a separate event-only pre-approval form also located on the homepage. After completing the online form, you will receive an automated response that your submission has been received by the Ford Dealer Advertising Consulting Center. If you do not receive a response, please contact the consulting center. Submit your claims and documentation to: fordcoop.dealerconnection.com Step 2 Step 3 The center s consultants will review your ad submission against the Ford Dealer Advertising Co-op Guidelines within 24 hours of receipt (excluding weekends and holidays). If your ad or activity conforms to the guidelines in all respects, you will receive an with links to a letter informing you that the advertisement or activity has been approved and to your ad bearing an approved stamp (see Example A on page 18). Save this letter and attach it with your reimbursement claim documents. If your advertising does not conform, you will receive an with links to a letter detailing the infractions and to an annotated ad referencing the relevant guidelines by number (see Example B on page 19). Together, the letter and annotated ad will provide the information you need to bring your advertising into conformance with the Ford Dealer Advertising Co-op Guidelines. Step 4 If your submission is not approved, you may resubmit the item as many times as is needed for final approval. The nature of the review associated with the Ford Dealer Advertising Co-op Program is limited to conformance with the rules of the program as published from time to time and does NOT include compliance with any federal, state, local or other legal requirements or prohibitions. Pre-approval by or on behalf of Ford does not signify legal approval. Participating dealer agrees that dealer is responsible for ensuring that dealer s advertising conforms to all applicable local, state, and federal laws, and that Ford Motor Company is not responsible for any actions or proceedings of any kind, claims, damages, liabilities, costs, and/or expenses arising out of or relating to such advertising under this agreement. Ford COOP Revised January 2017 Ford Dealer Advertising Co-op Program 17

18 Example A Your Ad Is Compliant Letter and Approved Ad Ford Dealer Advertising Consulting Center 2300 Locust Street St. Louis, MO June 1, 2017 ABC Ford Main Street Anytown, Anystate Dear Advertising Representative: Congratulations! This letter serves as approval of the Newspaper materials submitted on May 31. We appreciate your commitment to maintaining consistent Ford and Lincoln Mercury images throughout your local advertising. If you have any questions concerning this communication, please feel free to contact us Monday-Friday from 8:30 a.m.-5:30 p.m. CT at: Ford Dealer Advertising Consulting Center Phone: fordcoop@ansira.com Please continue to take advantage of our free advertising review services to ensure that your dealership s local advertising complies with the Ford Dealer Advertising Co-op Guidelines and is eligible for co-op reimbursement. Sincerely, Name Title Approved Ad 18 Ford Dealer Advertising Co-op Program Ford COOP Revised January 2017

19 Example B Your Ad Is Not Compliant Letter and Annotated Ad Ford Dealer Advertising Consulting Center 2300 Locust Street St. Louis, MO June 1, 2017 ABC Ford Main Street Anytown, Anystate Dear Advertising Representative: Your submission on 6/1/2012 does not comply with the Ford Dealer Advertising Co-op Guidelines and therefore was not approved based on the following infraction(s): 2j XXXXXXX 2x XXXXXXX 2cc XXXXXXX We encourage you to revisit the submitted advertising and to make the required changes to bring it into compliance with the above-stated guideline(s). Then, feel free to resubmit the advertising for additional review. 2x If you have any questions concerning this communication, please contact us Monday- Friday from 8:30 a.m.-5:30 p.m. CT at: Ford Dealer Advertising Consulting Center Phone: fordcoop@ansira.com 2cc Please continue to take advantage of our free advertising review services to ensure that your dealership s local advertising complies with the Ford Dealer Advertising Co-op Guidelines and is eligible for co-op reimbursement. Sincerely, 2j Name Title Annotated Ad Ford COOP Revised January 2017 Ford Dealer Advertising Co-op Program 19

20 Dealer Trades, Buy/Sells & Resignations Dealer Trades Consistent with the process for FDAF assessment funds, when a vehicle unit is dealer traded, co-op funds do NOT follow the unit to the dealership. Buy/Sells If you sell your dealership to another dealer, Ford Motor Company is not involved in the negotiation of co-op funds between dealers as a part of the buy/sell process. However, once the buy/sell is complete, any negotiated co-op funds can be assigned to the incoming dealer. Please contact your local Regional Market Representation Department for details. If you assume the retail inventory of a resigning dealer, your dealership will only earn co-op funds on re-billed units. Units re-billed after July 1, 2009 will earn co-op funds at a per vehicle amount of approximately 0.25% of MSRP. The originating dealer will be debited 0.25% of MSRP if the vehicle was originally invoiced after July 1, Resignations In the event that your dealership resigns and has retail inventory, your co-op account will be placed on hold and a review of your new-vehicle retail inventory will occur. A co-op chargeback on all new vehicles invoiced after July 1, 2009 will be assessed at approximately 0.25% of MSRP. Any remaining eligible funds in your co-op account less the chargeback will be available to reimburse you for any outstanding eligible co-op claims. If any remaining eligible co-op funds are available in your co-op account, you will be notified by the Ford Dealer Advertising Co-op Program Headquarters that you have 30 days in which to submit any outstanding co-op claims. After your submitted outstanding co-op claims are paid, any eligible co-op funds remaining in your co-op account will be returned to Ford Motor Company. If your account has a negative balance, your dealership will be charged back the negative amount. 20 Ford Dealer Advertising Co-op Program Ford COOP Revised January 2017

21 Co-op Program Website As discussed briefly on page 1, a Co-op Program Website is available to help dealers manage their co-op funds, submit claims and pre-approvals, as well as access co-op program information and resources. Individuals with WSLx access to the Ford Toolbox site have access to co-op accruals, balances and claim activity via the co-op page of the Toolbox site. Toolbox users with restricted access to the Toolbox site (i.e., WWW access) such as agency partners are not able to access co-op account information. However, these users have access to the co-op advertising guidelines, program overview and other support materials. These users also can submit advertising to the Ford Dealer Advertising Consulting Center for pre-approval and claims. Dealer Ad Partners Can Register for Access to the Ford Co-op Program Website By: Going to the Ford Co-op Program Website: Clicking the link - Agency User? Register Here Completing the registration form and selecting the dealer(s) on behalf of your dealership (must enter a valid address*) Entering the text on the screen and clicking Request Access Note: If a designated Ad Partner requests access to the co-op site on behalf of your dealership, you will receive a notification via per the address on file. Upon receipt, please locate the action item at the bottom of your dealer account information page; there you will be able to approve or deny this request. The advertising representatives will be setup under a separate user group and will not be able to view dealer s co-op fund or claim information. Once you approve or deny the access request, Ad Partner(s) will be notified via . Accessing Logos, Ad Templates and Photography All dealers and their advertising agencies may retrieve logos, ad templates and photography at Ford s Online Marketing Center: FD Toolbox. If you have questions about accessing the art, please call the FD Toolbox Support Center ( ) Accessing the FD Toolbox Site Option 1 (Dealership Personnel Only): Access the site through the FMC dealer connection ( Enter your WSLx username and password. (Contact your dealership s WSLx administrator for a username and password.) Go to the Marketing and Advertising section under the Sales tab. Select FD Toolbox. Option 2: Access the site directly at Dealership personnel: Enter your WSLx username and password. (Contact your dealership s WSLx administrator for a username and password.) Agencies: Enter at Ford COOP Revised January 2017 Ford Dealer Advertising Co-op Program 21

22 Select Assets By Type on the FD Toolbox homepage to view these selections: FD Toolbox Logos Print Ads Broadcast Media Point of Sale Billboards Brochures Vehicle Information Digital Materials Social Media Style Guides & Fonts After submitting your selections, you will be able to view a variety of art, logos and ad samples. Select the art that you are interested in and download it to your Mac or PC. Select Vehicles on the FD Toolbox homepage to view vehicle specific selections such as vehicle artwork and Lifestyle Photography. 22 Ford Dealer Advertising Co-op Program Ford COOP Revised January 2017