Xero partner marketing fund guide 1 XERO PARTNER MARKETING AND FUND GUIDE

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1 Xero partner marketing fund guide 1 XERO PARTNER MARKETING AND FUND GUIDE

2 Welcome Ready to grow your business? We ll work together to attract new clients and provide even more value for your existing clients. And we may be able to cover some of the associated costs through our partner marketing fund. This document outlines the eligibility criteria, the strategies we may fund and how to apply. Related documents When you re doing any co-branded marketing, make sure to reference the following: Make the most of your marketing with Xero Xero partner brand guidelines You ll find additional marketing resources through the Xero partner toolkit and Xero U. Using the Xero brand When you use the Xero brand on promotional materials, it reflects on both our business and yours. Please follow the Xero partner brand guidelines when choosing the size, clear space and color of logos, badges and ribbons; and seek our approval of any use of the Xero logo, partner badge or certification ribbons. We re here to help If you can t find the answers you need here, please contact your Xero account manager. 2 XERO PARTNER MARKETING AND FUND GUIDE

3 About the Xero partner marketing fund Available to Xero-certified bronze partners and above We ll support you with marketing funds to generate new Xero clients through a wide range of activities. Funds are only available to initiatives that have clear objectives, target potential Xero clients and produce measurable results. We re happy to provide guidance on your marketing, but cannot create or coordinate your plans. We ll contribute to marketing activities that are beyond business-as-usual. They need to be Xero-specific and not mention other accounting software. A Xero partner badge needs to be included in all ads and promotional material, and be used in line with our guidelines (see the Xero partner brand guidelines). Note that the Xero logo may not be used by itself. How much will Xero contribute? We ll cover up to 50% of the cost of your approved marketing activity. You ll need to cover all remaining costs. You can use the fund for one or more activities. Every fiscal year (April to March), bronze partners qualify for $500, silver partners for $2,000, and gold and platinum partners for $6,000. If you move up in status level over the fiscal year, you ll have access to the new level s amount of funds, less any amount you have already used. No rollover funds are allowed and all invoices must be submitted to Xero by March 15 of the current fiscal year. What activities can we help fund? In a word: lots. Check out the options on the following pages and start grabbing some attention. What s not covered Just to be clear here s the stuff not covered by the fund: accommodation and travel to and from events sports branding, such as race cars, yachts and uniforms sponsorship of local sports teams, athletes and events sponsorship of charity initiatives or events business-as-usual items like business cards, stationery and work uniforms telemarketing or the purchase of prospect lists search engine optimization and search engine marketing campaigns online business directory listings generic branding or advertising that doesn t specifically reference Xero ads that offer services not directly connected to Xero anything that mentions or promotes other accounting software providers 3 XERO PARTNER MARKETING AND FUND GUIDE

4 Advertising Digital & social targeted LinkedIn or Facebook advertising Google Adwords digital billboard advertising search engine optimization (SEO) Newspaper & magazine local newspapers yellow or white pages business listings community newsletters or industry publications include a call to action Radio all advertising include a call to action ads that mention other accounting software providers TV all advertising include a call to action ads that mention other accounting software providers Editorial content writing and placement costs ads that mention other accounting software providers Website design and build of a new website significant updates to current website include a dedicated Xero landing page include a call to action a website that promotes other accounting software providers a website that doesn t include a dedicated Xero landing page 4 XERO PARTNER MARKETING AND FUND GUIDE

5 Collateral Flyers flyers and handouts promoting your services and Xero flyers that mention other accounting software providers Events Client events promotion and event costs up to $200 per event, for up to five client events a year run for at least two hours host at least 25 prospective Xero clients record the names of prospective Xero clients and share them with us include a presentation on or feature Xero drinks with colleagues and internal office parties events where Xero isn t proactively discussed events with fewer than 25 prospective Xero clients include Xero branding (such as Xero brochures or cards) take photos of the event and provide to Xero Sponsored events promotion and event costs, including vendor attendance, booth space and speaking opportunities host at least 25 prospective Xero clients include Xero branding throughout take photos of the event and provide to Xero accommodation and travel events where Xero isn t proactively discussed events with fewer than 25 prospective Xero clients events that include other accounting software providers 5 XERO PARTNER MARKETING AND FUND GUIDE

6 Signage Exterior office signage exterior signage that includes a Xero partner badge Xero partner badge must be between 20 25% of the total size signage with the Xero corporate logo Vehicle signage signage that includes a Xero partner badge signage with the Xero corporate logo Swag T-shirts, socks, water bottles creation of swag that promotes your firm and includes the Xero partner badge swag that doesn t include the Xero partner badge 6 XERO PARTNER MARKETING AND FUND GUIDE

7 Accessing the partner marketing fund Prep for success Read through these guidelines it will make getting your application approved much easier and take a look at the partner marketing guide on how to make the most of your marketing with Xero. Apply for funding Complete the online funding form to apply for funding before you incur any costs. Project approval is contingent upon the Xero partner badge being used correctly so download and read the Xero partner brand guidelines. Invoice us Create an invoice for 50% of the marketing activity and attach any vendor invoices, a photo of the completed activity or event, your firm s W-9 and bank details. Send your invoice to Xero Inc., 101 Green Street, 5th Floor, San Francisco, CA Check your bank account Congratulations. You have money in the bank and a set of a new clients. If you have remaining partner marketing funds and maintain your status level, you are welcome to apply again! Receive project approval from Xero We ll review your submission and let you know if you re approved or declined by within three business days. Complete your activity Remember to take photos if it s an event and provide a list of attendee names. 7 XERO PARTNER MARKETING AND FUND GUIDE

8 The legal stuff Staying within the law All advertisements must comply with applicable laws and it is the partner s responsibility to ensure that all activities comply with these laws. Advertisements must not breach another person s copyright or other intellectual property rights. Promoting Xero Any marketing activity that promotes Xero, or is funded in part or whole by Xero, needs to be Xero-specific and cannot mention other accounting software products. Xero branding must appear in all activities and needs to follow our brand guidelines. Your legal liability Approval of an activity by Xero does not imply acknowledgment of legal compliance. If Xero is liable because of any unlawful partner marketing activities, the partner must indemnify Xero for all costs. Your responsibilities You must ensure that activities: do not bring Xero into disrepute are not misleading or deceptive in any way Funding subject to review The partner marketing fund is subject to review by Xero and may be withdrawn or amended at any time without notice. 8 XERO PARTNER MARKETING AND FUND GUIDE