NORDYNE Advertising Program for Distributors and Dealers

Transcription

1 NORDYNE Advertising Program for Distributors and Dealers Proper Logo Usage ALL RESIDENTIAL BRANDS THE BRAND USAGE AGREEMENTS ARE FROM THE LATEST DISTRIBUTOR AGREEMENTS AND ARE LEGALLY BINDING CONTRACTS HOLDING THE DISTRIBUTOR RESPONSIBLE FOR CORRECTLY USING THE BRAND LOGO, ITS IDENTITY AND PRODUCT POSITIONING. The agreements are located under their respective brands. All advertisements, promotions using the brand name must be represented in the logo format according to the Brand Usage Agreements. All brand advertisements must be accompanied by the license statements indicated in the Brand Usage Agreement Sales Promotion- Page 1 Residential Marketing Manual

2 Schedule five - Brand Usage Agreement FRIGIDAIRE Brand Usage Agreement PLEASE READ THIS DOCUMENT CAREFULLY. IT CONTAINS STATEMENTS ON THE PROPER USAGE OF THE FRIGIDAIRE LOGO, AND CONSEQUENCES OF FAILURE TO FOLLOW THESE RULES. THE DOCUMENT MUST BE SIGNED TO BECOME A DISTRIBUTOR OR CONTRACTOR FOR THE FRIGIDAIRE BRAND. As a representative of the Frigidaire HVAC product line manufactured by NORDYNE, you have agreed to use the Frigidaire brand logo, its advertising tag line and to position the product according to the criteria outlined in this agreement. Frigidaire branded materials available through NORDYNE (literature, advertisement slicks, signs, web site, vehicle stickers, clothing, etc.) have been pre-approved for usage by Frigidaire HVAC distributors and contractors. All Frigidaire branded-materials not developed by the NORDYNE Marketing Communications Department must be approved by a representative of the NORDYNE Marketing Communications Department PRIOR to public release, and are subject to review by White- Consolidated Industries legal representatives. FAILURE TO DO SO MAY RESULT IN LOSS OF THE FRIGIDAIRE BRAND AND/OR PROMOTION FUNDING FROM NORDYNE. MANDATORY LOGO USAGE REQUIREMENTS 1. The Frigidaire logo is not to be altered in any form. It must appear exactly as shown on this logo sheet. Logo must remain proportionate with the sample above when enlarging or reducing the size. 2. Below is the Frigidaire Tagline. Old taglines are no longer acceptable. The tag line must remain proportionate with the sample above when enlarging or reducing the size. 3. The Frigidaire logo can only use the following colors for printing: Black PMS 8401 Metallic Silver (PMS = Pantone Matching System) PMS Cool Grey 7 White Continued 1106 Sales Promotion - Page 2

3 4. This License Statement must appear on all advertisement media, including direct mail, literature, fliers, billboards, and other similar material: Trademark Frigidaire used under license. 5. NORDYNE s Frigidaire HVAC line is marketed as a premium brand line. The Frigidaire brand name identity is Building Memories. When identifying key brand image characteristics, the content (words or pictures) should be identified with quality, comfort, nostalgic, warm and friendly personality. The quality of the marketing collateral itself should portray a premium look and feel. 6. The brand should never be marketed as a low end brand, new construction brand for low end production or tract housing, or in any way represent the brand other than as a premium brand. It may be promoted for new construction in medium and high end semi-custom or tract housing containing other Frigidaire appliances, or other premium brand appliances, fixtures and accoutrements. Materials submitted for pre-approval are subject to change if the content or brand representation does not meet the above logo usage requirements, or does not represent the brand in its appropriate positioning Sales Promotion- Page 3 Residential Marketing Manual

4 Frigidaire Brand Identity Profile Brand Essence: Building memories Core Identity: Familiar, trusted and reliable appliances. Extended Identity: Product Scope North American home appliances. Superior Value Provide premium-quality home comfort products at affordable prices. Relationship: A long-time, trusted and reliable partner. Consumer Position Statement: Trust Frigidaire to deliver superior performance in home comfort products just as you have trusted other Frigidaire products for generations. Dealer Position Statement: Frigidaire heating and cooling products provide superior performance, consumer recognition and trust to help contractors make better profits. Customer Focused Always trying to exceed customer expectations. Personality Sincere, trusted, warm and friendly. A name that reminds us of familiar times from our past. Slogan Comforting Homes for Generations. Value Proposition: Functional benefi t Premium complete indoor environmental comfort; heating, cooling, humidity control and air purifi cation. Emotional benefit Comfort and livability. Nostalgic and secure. Self-expressive benefit An appliance I can trust for performance and reliability Sales Promotion - Page 4

5 Schedule five - Brand Usage Agreement TAPPAN Brand Usage Agreement PLEASE READ THIS DOCUMENT CAREFULLY. IT CONTAINS STATEMENTS ON THE PROPER USAGE OF THE TAPPAN LOGO, AND CONSEQUENCES OF FAILURE TO FOLLOW THESE RULES. THE DOCUMENT MUST BE SIGNED TO BECOME A DISTRIBUTOR OR CONTRACTOR FOR THE TAPPAN BRAND. As a representative of the Tappan HVAC product line manufactured by NORDYNE, you have already agreed to use the Tappan brand logo, its advertising tag line and to position the product according to the criteria outlined in this agreement. Tappan branded materials available through NORDYNE (literature, advertisement slicks, signs, web site, vehicle stickers, clothing, etc.) have been pre-approved for usage by Tappan HVAC distributors and contractors. All Tappan branded-materials not developed by the NORDYNE Marketing Communications Department must be approved by a representative of the NORDYNE Marketing Communications Department PRIOR to public release, and are subject to review by White- Consolidated Industries legal representatives. FAILURE TO DO SO MAY RESULT IN LOSS OF THE TAPPAN BRAND AND/OR PROMOTION FUNDING FROM NORDYNE. MANDATORY LOGO USAGE REQUIREMENTS 1. The Tappan logo is not to be altered in any form. It must appear exactly as shown on this logo sheet. Logo must remain proportionate with the sample above when enlarging or reducing the size. 2. The Tappan tagline is not to be altered in any form. It must appear exactly as shown on this logo sheet. It can be used in black ink. The tag line must remain proportionate with the sample above when enlarging or reducing the size. 3. The Tappan logo and Tappan Tough tag line can only use the following colors for printing: Black PMS 032 (PMS = Pantone Matching System) White 4. The Heating and Cooling Products shown beneath the logo must always be present, exactly as shown, and can appear only in the following colors: Continued 1106 Sales Promotion- Page 5 Residential Marketing Manual

6 Black White (When the Tappan logo is also white) 5. This License Statement must appear on all advertisement media, including direct mail, literature, fliers, billboards, and other similar material: Trademark Tappan used under license. 6. NORDYNE s Tappan HVAC line is marketed as a premium brand line. The Tappan brand name identity is Durability. When identifying key brand image characteristics, the message (words or pictures) should identify Tappan with durability, toughness, and quality. The quality of the marketing collateral itself should portray a premium look and feel. 7. The brand should never be marketed as a low end brand, new construction brand for low end production or tract housing, or in any way represent the brand other than as a premium brand. It may be promoted for new construction in medium and high end semi-custom or tract housing containing other Tappan appliances, or other premium brand appliances, fixtures and accoutrements. Materials submitted for pre-approval are subject to change if the content or brand representation does not meet the above logo usage requirements, or does not represent the brand in its appropriate positioning Sales Promotion - Page 6

7 Tappan Brand Identity Profile Brand Essence: Durability Core Identity: Durable and long-lasting home appliances. Extended Identity: Product Scope Strong, American-made home comfort appliances. Superior Value Provide hard-working home comfort products at affordable prices. Customer Focused Always trying to exceed customer expectations. Personality Rugged, hard-working and durable home comfort appliances that will never let you down. Emotional benefit Worry free knowing that Tappan products always work. Self-expressive benefit Satisfaction from an American-made home appliance with a legacy of durability and innovation making the right choice. Relationship: A nostalgic connection to a day when all appliances were built to last. Consumer Position Statement: I can trust Tappan for durable, long-lasting performance because it has a history of being a hardworking brand. Dealer Position Statement: Tappan is the rugged, hard-working heating and cooling equipment that is built to last so I feel confi dent recommending Tappan to my customers. Slogan Tappan Tough. Value Proposition: Functional benefit Premium complete indoor environmental comfort; heating, cooling, humidity control and air purifi cation Sales Promotion- Page 7 Residential Marketing Manual

8 Schedule five - Brand Usage Agreement WESTINGHOUSE Brand Usage Agreement PLEASE READ THIS DOCUMENT CAREFULLY. IT CONTAINS STATEMENTS ON THE PROPER USAGE OF THE WESTINGHOUSE LOGO, AND CONSEQUENCES OF FAILURE TO FOLLOW THESE RULES. As a representative of the Westinghouse HVAC product line manufactured by NORDYNE you have already agreed to use the Westinghouse brand logo, its advertising tag line and to position the product according to the criteria outlined in this document. Westinghouse branded materials available through NORDYNE (literature, advertisement slicks, signs, web site, vehicle stickers, clothing, etc.) have been pre-approved for usage by Westinghouse HVAC distributors and contractors. All Westinghouse branded-materials not developed by the NORDYNE Marketing Communications Department must be approved by a representative of the NORDYNE Marketing Communications Department PRIOR to public release, and are subject to review by Westinghouse legal representatives. FAILURE TO DO SO MAY RESULT IN LOSS OF THE WESTINGHOUSE BRAND, AND/OR PROMOTION FUNDING FROM NORDYNE. MANDATORY LOGO USAGE REQUIREMENTS 1. The Westinghouse Circle W and Westinghouse logotype are not to be altered in any form. The Westinghouse logo must appear exactly as shown on this logo sheet. There is a mandatory (1/8 of the diameter of the Circle W) area all around the Westinghouse logo in which nothing may be printed. If another trademark appears with the Westinghouse logo it must appear (4 times the diameter of the Circle W) away from the logo. Logo must remain proportionate with the sample above when enlarging or reducing the size. 2. The Westinghouse tagline is not to be altered in any form. It must appear exactly as shown on this logo sheet. There is a mandatory (1/2 of the height of the Y) area all around the Westinghouse tagline in which nothing may be printed. The Westinghouse tagline "Y" can never be printed any smaller than 1/4" in height. If another trademark appears with the Westinghouse tagline it must appear (4 times the diameter of the Circle W) away from the tagline. Continued 1106 Sales Promotion - Page 8

9 Tagline must remain proportionate with the sample above when enlarging or reducing the size. 3. The Westinghouse Circle W and Westinghouse logotype, or the Westinghouse tagline can only use the following colors for printing: Black PMS 285 (PMS = Pantone Matching System) White 4. When using another trademark logo (company or another brand) in the same marketing collateral with Westinghouse logo, the distance between the Westinghouse logo and the other trademark must be 4x the diameter of the Circle W. The Westinghouse Circle W and Westinghouse logotype, or the Westinghouse tagline can not be separated, or printed together using separate colors. 5. License Statements that must appear on all advertisements, direct mail, and other printed material, preferably in the lower left corner of the materials: If you use the logo and tag line the following statement must be on your material: If you use the logo only (no tag) following statement must be on your material: 6. When marketing collateral feature Westinghouse products, the following statement must appear on the material. It can be in small printed lower, right corner of materials. Westinghouse products are manufactured and distributed by NORDYNE. 7. NORDYNE s Westinghouse HVAC line is marketed as a premium brand line. The Westinghouse brand name is known for reliability and satisfaction. When identifying key brand/product values, content should identify these brand values. The quality of the marketing collateral itself should portray a premium look and feel. 8. The brand should never be marketed as a low end brand, new construction brand for low end production or tract housing, or in any way represent the brand other than as a premium brand. It may be promoted for new construction in medium and high end semi-custom or tract housing containing other Westinghouse appliances, or other premium brand appliances, or other premium brand appliances, fixtures and accoutrements. Materials submitted for pre-approval are subject to change if the content or brand representation does not meet the above logo usage requirements, or does not represent the brand in its appropriate positioning Sales Promotion- Page 9 Residential Marketing Manual

10 Westinghouse Brand Identity Profile Brand Essence: Engineering & Technology Core Identity: Quality, strength, proven technology and value in home appliances. Extended Identity: Product scope High-quality, North American home comfort appliances. Personality Strong, reliable and highly competent; commands respect and engenders a sense of confi dence. Superior Value Quality as good as the leading brands but at a much better price. Customer Focused Always trying to exceed customer expectations. Heritage A large company with a history of innovation, quality and reliability. Slogan You Can Be Sure If It s Westinghouse. Value Proposition: Functional benefit Premium complete indoor environmental comfort; heating, cooling, humidity control and air purifi cation. Emotional benefit Confi dence that Westinghouse products will always perform as promised. Self Expressive benefit TRADE ONLY: Selling Westinghouse identifies me as a professional in every sense of the word. Relationship: Benevolent and trusted protector of your home s comfort. Consumer Positioning Statement: I am confi dent that my Westinghouse heating and cooling products are built with the same high regard for engineering and technology standards known throughout its history. Dealer Positioning Statement: The Westinghouse brand name helps me make better profits because of its consumer and trade recognition as a brand known for great engineering and technology. Symbol The Westinghouse circle W Sales Promotion - Page 10

11 Schedule five - Brand Usage Agreement PHILCO Brand Usage Agreement PLEASE READ THIS DOCUMENT CAREFULLY. IT CONTAINS STATEMENTS ON THE PROPER USAGE OF THE PHILCO LOGO, AND CONSEQUENCES OF FAILURE TO FOLLOW THESE RULES. THE DOCUMENT MUST BE SIGNED TO BECOME A DISTRIBUTOR OR CONTRACTOR FOR THE PHILCO BRAND. As a representative of the Philco HVAC product line manufactured by NORDYNE, you have agreed to use the Philco brand logo, its advertising tag line and to position the product according to the criteria outlined in this agreement. Philco branded materials available through NORDYNE (literature, advertisement slicks, signs, web site, vehicle stickers, clothing, etc.) have been pre-approved for usage by Philco HVAC distributors and contractors. All Philco branded-materials not developed by the NORDYNE Marketing Communications Department must be approved by a representative of the NORDYNE Marketing Communications Department PRIOR to public release, and are subject to review by White-Consolidated Industries legal representatives. FAILURE TO DO SO MAY RESULT IN LOSS OF THE PHILCO BRAND AND/OR PROMOTION FUNDING FROM NORDYNE. MANDATORY LOGO USAGE REQUIREMENTS 1. The Philco logo is not to be altered in any form. It must appear exactly as shown on this logo sheet. Logo must remain proportionate with the sample above when enlarging or reducing the size. 2. The Philco logo can only use the following colors for printing: Black PMS Process Blue (PMS = Pantone Matching System) White The Philco Emblem and Philco Typeface can not be separated, or printed together using separate colors. 3. The Heating and Cooling Products shown beneath the logo must always be present, exactly as shown, and can appear only in the following colors: Black White (When the Philco logo is also white) Continued 1106 Sales Promotion- Page 11 Residential Marketing Manual

12 4. The Philco tagline is not to be altered in any form. It must appear exactly as shown on this logo sheet. The tag line must remain proportionate with the sample above when enlarging or reducing the size. 5. The Professional Grade can only use the following colors for printing: Black PMS 1787 or 194 (PMS = Pantone Matching System) White 6. This License Statement must appear on all advertisement media, including direct mail, literature, fliers, billboards, and other similar material: Trademark Philco used under license. 7. NORDYNE s Philco HVAC line is marketed as a deluxe (mid-market) brand line. The Philco brand name identity is Champion of the Contractor. It is the brand that stands behind the contractor, making the contractor the focus, and Philco the supporting role. Philco will deliver a combination of quality and value, just like the contractor. When identifying key brand image characteristics, the message (words or pictures) should identify Philco with product value, community-focus, and quality. The marketing collateral itself should portray a look and feel equal to that of the dealer s image. 8. The brand should never be marketed as a premium brand, or in any way represent the brand other than as a deluxe, contractor brand. Materials submitted for pre-approval are subject to change if the content or brand representation does not meet the above logo usage requirements, or does not represent the brand in its appropriate positioning Sales Promotion - Page 12

13 Schedule five - Brand Usage Agreement KELVINATOR Brand Usage Agreement PLEASE READ THIS DOCUMENT CAREFULLY. IT CONTAINS STATEMENTS ON THE PROPER USAGE OF THE KELVINATOR LOGO, AND CONSEQUENCES OF FAILURE TO FOLLOW THESE RULES. THE DOCUMENT MUST BE SIGNED TO BECOME A DISTRIBUTOR OR CONTRACTOR FOR THE KELVINATOR BRAND. As a representative of the Kelvinator HVAC product line manufactured by NORDYNE, you have agreed to use the Kelvinator brand logo, its advertising tag line and to position the product according to the criteria outlined in this agreement. Kelvinator branded materials available through NORDYNE (literature, advertisement slicks, signs, web site, vehicle stickers, clothing, etc.) have been pre-approved for usage by Kelvinator HVAC distributors and contractors. All Kelvinator branded-materials not developed by the NORDYNE Marketing Communications Department must be approved by a representative of the NORDYNE Marketing Communications Department PRIOR to public release, and are subject to review by White- Consolidated Industries legal representatives. FAILURE TO DO SO MAY RESULT IN LOSS OF THE KELVINATOR BRAND AND/OR PROMOTION FUNDING FROM NORDYNE. MANDATORY LOGO USAGE REQUIREMENTS 1. The Kelvinator logo is not to be altered in any form. It must appear exactly as shown on this logo sheet. Logo must remain proportionate with the sample above when enlarging or reducing the size. 2. The Kelvinator logo can only use the following colors for printing: Black PMS 301 (PMS = Pantone Matching System) White The Kelvinator Emblem and Kelvinator Typeface can not be separated, or printed together using separate colors. 3. The Heating and Cooling Products shown beneath the logo must always be present, exactly as shown, and can appear only in the following colors: Black White (When the Kelvinator logo is also white) Continued 1106 Sales Promotion- Page 13 Residential Marketing Manual

14 4. The Kelvinator tagline is not to be altered in any form. It must appear exactly as shown on this logo sheet. The tag line must remain proportionate with the sample above when enlarging or reducing the size. 5. The Professional Grade can only use the following colors for printing: Black PMS 1787 or 194 (PMS = Pantone Matching System) White 6. This License Statement must appear on all advertisement media, including direct mail, literature, fliers, billboards, and other similar material: Trademark Kelvinator used under license. 7. NORDYNE s Kelvinator HVAC line is marketed as a deluxe (mid-market) brand line. The Kelvinator brand name identity is Champion of the Contractor. It is the brand that stands behind the contractor, making the contractor the focus, and placing Kelvinator in the supporting role. Kelvinator will deliver quality and exceptional value, just like the contractor. When identifying key brand image characteristics, the message (words or pictures) should identify Kelvinator with product value, community-focus, and quality. The marketing collateral itself should portray a look and feel equal to that of the dealer s image. 8. The brand should never be marketed as a premium brand or a price brand or in any way represent the brand other than as a deluxe, contractor brand. Materials submitted for pre-approval are subject to change if the content or brand representation does not meet the above logo usage requirements, or does not represent the brand in its appropriate positioning Sales Promotion - Page 14

15 Schedule five - Brand Usage Agreement GIBSON Brand Usage Agreement PLEASE READ THIS DOCUMENT CAREFULLY. IT CONTAINS STATEMENTS ON THE PROPER USAGE OF THE GIBSON LOGO, AND CONSEQUENCES OF FAILURE TO FOLLOW THESE RULES. THE DOCUMENT MUST BE SIGNED TO BECOME A DISTRIBUTOR OR CONTRACTOR FOR THE GIBSON BRAND. As a representative of the Gibson HVAC product line manufactured by NORDYNE, you have already agreed to use the Gibson brand logo, its advertising tag line and to position the product according to the criteria outlined in this agreement. Gibson branded materials available through NORDYNE (literature, advertisement slicks, signs, web site, vehicle stickers, clothing, etc.) have been pre-approved for usage by Gibson HVAC distributors and contractors. All Gibson branded-materials not developed by the NORDYNE Marketing Communications Department must be approved by a representative of the NORDYNE Marketing Communications Department PRIOR to public release, and are subject to review by White- Consolidated Industries legal representatives. FAILURE TO DO SO MAY RESULT IN LOSS OF THE GIBSON BRAND AND/OR PROMOTION FUNDING FROM NORDYNE. MANDATORY LOGO USAGE REQUIREMENTS 1. The Gibson logo is not to be altered in any form. It must appear exactly as shown on this logo sheet. Logo must remain proportionate with the sample above when enlarging or reducing the size. 2. The Gibson logo can only use the following colors for printing: Black White 3. Only the line under Gibson can be used in a color: PMS 185 (PMS = Pantone Matching System) 4. The Heating and Cooling Products shown beneath the logo must always be present, exactly as shown, and can appear only in the following colors: Black White (When the Gibson logo is also white) Continued 1106 Sales Promotion- Page 15 Residential Marketing Manual

16 5. The Gibson tagline is not to be altered in any form. It must appear exactly as shown on this logo sheet. The tag line must remain proportionate with the sample above when enlarging or reducing the size. 6. The Professional Grade can only use the following colors for printing: Black PMS 1787 or 194 (PMS = Pantone Matching System) White 7. This License Statement must appear on all advertisement media, including direct mail, literature, fliers, billboards, and other similar material: Trademark Gibson used under license. 8. NORDYNE s Gibson HVAC line is marketed as a deluxe (mid-market) brand line. The Gibson brand name identity is Champion of the Contractor. It is the brand that stands behind the contractor, making the contractor the focus, and placing Gibson in the supporting role. Gibson will deliver quality and exceptional value, just like the contractor. When identifying key brand image characteristics, the message (words or pictures) should identify Gibson with product value, community-focus, and quality. The marketing collateral itself should portray a look and feel equal to that of the dealer s image. 9. The brand should never be marketed as a premium brand or a price brand or in any way represent the brand other than as a deluxe, contractor brand. Materials submitted for pre-approval are subject to change if the content or brand representation does not meet the above logo usage requirements, or does not represent the brand in its appropriate positioning Sales Promotion - Page 16

17 Philco-Kelvinator-Gibson Trade Brands Brand Identity Profile Brand Essence: Competitively priced value line. Core Identity: Contractor-focused heating and cooling equipment. Contractor is the most important role in the sale of products to the consumer. Kelvinator & Philco recognize that therefore, becomes part of the contractor s brand identity. Extended Identity: Product Scope Well-made, easy-to-install and service heating and cooling equipment. Superior Value Provide good quality, home comfort products at affordable prices. Customer Focused Always trying to exceed customer expectations. Personality No Frills. Value Proposition: Functional benefit Good value, home heating and cooling equipment. Emotional benefit Good product at a fair price. Self-expressive benefit Pride in offering a quality brand you can call your own. Relationship: Loyalty to a brand who represents me. Position Statement: Trade: Philco and Kelvinator are high-quality, easy-toinstall, blue-collar brands for contractors who want a brand they can own. Consumer: Trust the contractor and you will trust Kelvinator & Philco for a home town, high-quality heating and cooling line at a fair price. Slogan Professional Grade Sales Promotion- Page 17 Residential Marketing Manual

18 Program Information, Literature and Advertising Support How do I start? To get started on any of the programs listed, you may retrieve the information two ways. First, easiest access to this information is through enora. When you log-in to enora, go to the Support Documents menu. Under the menu will be a link to marketing literature. When the next screen pops up, select Residential & Light Commercial. This will take you to an area that has downloadable forms, links to partnering web sites and consumer kit co-op ads just to name a few items. A second option is to contact our literature fulfi llment center at to request updated program forms, literature and other marketing materials. If you have detailed questions about how a program works, or status of a literature order, or program order, etc. Please use the Who s Who list in the front of this manual to get in touch with the appropriate personnel. If program information is not available through NORDYNE internal staff, then specific directions of where to get the information is listed at the end of the program description Sales Promotion - Page 18

19 Dealer Programs Order our Dealer Program Manual or CD through the Literature Department or the Literature Store on enora. SKU numbers are as follows: Frigidaire - 630B-0000, Tappan - 631B-0000 and Westinghouse - 632B The Dealer Program Manual will help develop your dealer s marketing plan, it includes information on the following: General Consumer Finance Program Direct mail Advertising materials Yellow pages Uniforms Vehicle I.D. programs Site signs Illuminated signs/clocks Banners Dealer incentive Programs vary per brand, (see chart on the following page). To view dealer programs log on to enora, select Support Documents menu. Under the menu will be a link to marketing literature. When the next screen pops up, select Residential & Light Commercial. This will take you to an area that has downloadable forms, links to partnering web sites and consumer kit co-op ads just to name a few items Sales Promotion- Page 19 Residential Marketing Manual

20 Dealer Program Chart Programs Below is a chart with a list of available programs for distributors and dealers. A detailed description of each program is available via: enora, (NORDYNE s ecommerce distributor site). Enter the marketing support area to browse for programs. Many are available in PDF formats, to quickly download to your PC. The distributor program CD. The dealer marketing program manual, designed to help dealers convert from another brand, develop a branded advertising campaign for the season, and more. (Currently available in the premium brands only) Program Offering Frig.-Tap.-West. Philco-Kelv.-Gibson Mammoth Consumer Advertising Tools Advertising Templates (Original files) X Billboard Templates X Canned TV Spot Program X TV Advertising Scripts Co-op Kit (Print/Radio/Art) X Consumer Finance Program X X Consumer Literature X X Consumer Web Sites X X Direct Mail Templates X On-Hold Telephone Messaging Program X Site (Yard) Sign Program X X Spanish Consumer Literature Program X Yellow Page Program - Marquette X X Yellow Page Program Local Templates X Contractor Identification Programs AD Premium X Illuminated Sign Program X Illuminated Clock Program X Uniform Program X X Vehicle ID Program X DECAL Satin Banners/ Vinyl Banners X X Contractor Development Programs Dealer Program Manual or CD X NORDYNE ELITE Training X X Distributor Support Programs Ad Novelty Program X X Brand-Within-A-Brand Program Builder Programs X X X Right Choice (Industry Dealer Groups) X Dealer Web Template Program X Literature Fulfillment Program X X X Product Manuals X X X Promotional Fund Accrual 2.5% 1% 1.75% Training Fund Full Color Product Line Overview Catalog.5% X Technical Literature X X X Technical & Sales Training X X X Trade Show Rental Booth Program X Warranty Programs 1. Standard 8/ Extended Protection Program 8/10 5/ Sales Promotion - Page 20

21 Literature Fulfillment Policies NORDYNE maintains a literature fulfillment facility at the corporate location, as well as provides most black and white literature on-line through enora. You can order literature from our fulfillment center through enora. This will allow you to shop, view and get order conformation. It also immediately puts the order in the system which reduces the time a normal fax order would take. You can also download our technical literature from enora. The documents are available in.pdf format, and the site is updated weekly, and is free. Requirements include being a registered user of enora, and having Adobe Reader 5.0, which is free software available at To order, literature, log on to enora and select Literature Store Front to begin shopping. BACKORDERS Orders are fi lled promptly and our intent is that complete orders be sent within two (2) days, but material not available will be backordered. All backordered items are shipped as soon as they become available, unless there is a specific request that the order be shipped only if literature is available at the time of the original order. In the event a literature item has become obsolete, you will be notifi ed upon receipt of your order. COST/PROMOTIONAL FUND CREDIT Literature will be billed to distributors by NORDYNE at standard prices and is eligible for standard promotional fund credit. Our program allows automatic deduction of the promotional fund credit from the billing for all distributors that have this requirement in their account setup. If the distributor does not want this allowance, his account setup must indicate so. DELIVERY All orders will be filled within two days, shipped and delivered by the most economical way unless expedited shipment is requested. You may request that your order be fi lled, packed and shipped immediately at additional cost. INQUIRIES If it becomes necessary to call NORDYNE in order to inquire about an order, have as much information as possible available about the order. Include the order reference number from the packing list, the date of the original order, and the form numbers of items requested. Call for Literature Customer Service. INVOICES All literature will be invoiced to the distributors by NORDYNE on the date of shipment. A handling charge will be added to all orders to cover order fi lling, packaging and normal postage or freight charges. ORDERING REQUIREMENTS 1) Your NORDYNE customer number (located in the upper-right hand corner of an invoice), 2) A complete shipping and billing address, and 3) A literature form number for each item ordered. 4) There are minimum order quantities on certain types of literature and marketing material. Literature may be ordered only by authorized NORDYNE distributors. All literature orders must be directed to NORDYNE Literature Phoenix Parkway, O Fallon, MO Orders 1106 Sales Promotion- Page 21 Residential Marketing Manual

22 may be phoned in at , or faxed at It is recommended that printed order forms be used where possible for economy and prevention of errors. PACKING SLIP Each order will be assigned an identifying number by NORDYNE. The number will be printed on the packing slip enclosed with each shipment. The packing slip will indicate the items shipped and will show any backorders. Backordered items will be shipped when the material becomes available and identifi ed by using the original transaction number. SUBSTITUTIONS When superseded items are ordered, NORDYNE will substitute the correct new replacement literature in the quantity originally ordered, unless there is a specific request to provide only the specific form number listed on the original literature order. SUPERSEDED LITERATURE Each piece of literature will be identified by a form number and date of publication. Unless specifically requested, current literature will be sent Sales Promotion - Page 22

23 Place an Order A new online Literature Storefront is available to all Distributors on enora. To access the Literature Storefront, click on the Literature Store button. Items currently in shopping cart. Welcome to the Literature Store Home Page. Literature is organized by CBU and Brand. You will begin by selecting the customer you will use to purchase the literature. Use the button to search for your customers Sales Promotion- Page 23 Residential Marketing Manual

24 Find the customer that you want to use to order literature and press the Select Customer button. NOTE: If this window does not appear when you press the button, it is most likely being blocked by a pop-up blocker. Please refer to the attached Popup blocker.pdf document for further instructions. You will then use the menu to navigate through the categories to find the type of literature you are looking for. In this example, we are looking for color literature for Gas Furnaces. We will navigate to Consumer Materials, Consumer Sales Literature, then Gas Furnaces. Note that only Frigidaire literature is shown. To view the file as a larger pdf, click on the SKU #. To add an item to your cart, click on the shopping cart to the right of each piece of literature you want to purchase Sales Promotion - Page 24

25 Remove From Cart Each time you add an item, you will be taken to your My Shopping Cart screen to view your orders. This is where you can enter the quantity of literature you want to purchase, remove any items you do not want and update your cart. When your order is complete, click on the Confirm Order button. Enter Quantity You can now view your updated shopping cart and choose if you want to ship available items now or if there are back ordered items, you can choose to ship when all items are available. Press the Confirm Shipping button Sales Promotion- Page 25 Residential Marketing Manual

26 This screen allows you to review billing information, add shipping information, a purchase order number and confirmation information. If you are shipping to your company, check the same as Billing Information box. If you are drop shipping the order, use the shipping fields to enter the shipping information. The confirmation box allows Nordyne to send you an or fax confirmation of your order. Please be sure to choose the confirmation type correctly and enter your or fax number correctly. When you have completed the shipping information, press the Finalize Checkout button. The final checkout screen is the confirmation of your order which you can print Sales Promotion - Page 26

27 View Residential Technical Literature on View Manufactured Housing Technical Literature on View International Technical Literature on Order Technical Literature View and Print this Document. Send an to the Literature Department. View the Frequently Asked Questions File. Use this Feature to Enter a SKU and Find the SKU s location on the Literature Tree. View Residential Technical Literature Press the button on the left side of the Literature Store screen. This will take you to the Residential Technical Literature. Here, you can view and print Technical Literature Sales Promotion- Page 27 Residential Marketing Manual

28 View Manufactured Housing Technical Literature Press the button on the left side of the Literature Store screen. This will take you to the Manufactured Housing Technical Literature. Here, you can view and print Technical Literature. View International Technical Literature Press the button on the left side of the Literature Store screen. This will take you to the International Technical Literature. Here, you can view and print Technical Literature Sales Promotion - Page 28

29 Order Technical Literature Press the button on the left side of the Literature Store screen. This will take you to the Order Technical Literature. Here, you enter the SKUs you would like to order. A request is sent to the Literature department. User s Manual Press the button on the left side of the Literature Store screen. This will take you to an electronic copy of this document. Customer Service Press the button on the left side of the Literature Store screen. This will take you to a form that you can use to submit questions to the Literature Department Sales Promotion- Page 29 Residential Marketing Manual

30 Frequently Asked Questions Press the button on the left side of the Literature Store screen. This will take you to the list of Frequently Asked Questions. SKU Search Press the button on the left side of the Literature Store screen. This feature allows you to type a SKU into a search box and find where that SKU will be in the Literature Tree menu. In this example, I typed SKU 748B0904. After pressing Submit, the screen tells me I need an RF customer. Then, I can use the Tree menu to navigate under Consumer Materials, then CSL, then AC/HP SS Sales Promotion - Page 30

31 Builders Program Premium The Builder Programs for Premium (F/T/W) products is designed to open doors to new construction market. The program is only applicable to the new construction market and must include a complete system. Qualifi cations Include: Must complete a project verifi cation form, verifi ed by distributor and RSM Builder must install a minimum of 100 systems per year Home must be site built, single family dwelling Project must be submitted with the following: Builder name Plot plan Number of lots Proposed start time & estimated date of project Total systems only (matched) (i.e., an all Frigidaire system, no mixing of NORDYNE brands.) Air Handlers, coils & accessories must be purchased from NORDYNE Agreement expires December 31, annually. Rebate will be issued within 30 days of submittal. Model Home Program: One system per one-hundred systems installed Form must be furnished, including invoice w/model & serial numbers Number of lots Rebate must be fi led within 15 days of ending quarter On the following pages, you will fi nd the Premium and Deluxe Brand Dealer Applications Sales Promotion- Page 31 Residential Marketing Manual

32 Builder Rebate Program The Builder Rebate Program is administered by NORDYNE. The plan has no cost to the distributor or HVAC dealers. Contact your RSM for further details or to obtain the submittal and reporting forms. It is simple to use A. The builder completes and submits the applicable (premium, deluxe or standard) Builder submittal form for each project. B. Builder sends in Rebate reporting form within fi fteen days after the close of each quarter. (If not submitted on time, the distributor loses that quarter s rebate). C. NORDYNE rebate credits are faxed to the distributor for the builder within 30 days after received Sales Promotion - Page 32

33 NORDYNE Frigidaire Builder Program Application Builder: Builder Address: Project Name: Plot Plan: Number of Lots: Contact: Contact Location: Contact Number: Contact Fax: Address RSM Signature Completion Date BUILDER: Must be registered with NORDYNE and projects verified by RSM. Build a minimum of 100 homes per year or install 100 systems. Project Reporting Form Must designate: Builder Name Plot plan Number of lots. Home Site built, single-family dwelling only. Proposed start time and estimated completion date of project. PRODUCT: FRIGIDAIRE Fully Matched NORDYNE Systems: Including an air handler or furnace with evaporator coil, A/C-H/P or PKG units count as one system. MODEL HOME: One system per one hundred installed model home only. Form must be furnished including invoice with model and serial numbers. REBATE: $8.00 per ton - 13 SEER Split System A/C - H/P or PKG unit counts as one system $12.00 per ton 15 SEER Split System - H/P 16 SEER A/C Rebate request must be filed within fifteen days after the close of the quarter. Only the approved reporting form may be used to file for rebates. The rebate credit will be issued back to the distributor within thirty days of receipt. The above agreement expires annually on December 31 st. Mail completed forms to: NORDYNE Communications Department 8000 Phoenix Parkway O Fallon, MO Distributor Name: Account # 1106 Sales Promotion- Page 33 Residential Marketing Manual

34 NORDYNE Tappan Builder Program Application Builder: Builder Address: Project Name: Plot Plan: Number of Lots: Contact: Contact Location: Contact Number: Contact Fax: Address RSM: RSM Sign-off: RSM Sign-off date: Completion Date: BUILDER: Must be registered with NORDYNE and projects verified by RSM. Build a minimum of 100 homes per year. Project Reporting Form Must designate: Builder Name Plot plan Number of lots. Home Site built, single-family dwelling only. Proposed start time and estimated completion date of project. PRODUCT: TAPPAN Fully Matched NORDYNE Systems: Including an air handler or furnace with evaporator coil, A/C-H/P or PKG units count as one system. MODEL HOME: One system per one hundred installed model home only. Form must be furnished including invoice with model and serial numbers. REBATE: $8.00 per ton - 13 SEER Split System - A/C H/P or PKG unit counts as one system $12.00 per ton 15 SEER Split System - H/P 16 SEER A/C Rebate request must be filed within fifteen days after the close of the quarter. Only the approved reporting form may be used to file for rebates. The rebate credit will be issued back to the distributor within thirty days of receipt. The above agreement expires annually on December 31 st. Mail completed forms to: NORDYNE Communications Department 8000 Phoenix Parkway O Fallon, MO Distributor Name: Account # 1106 Sales Promotion - Page 34

35 NORDYNE Westinghouse Builder Program Application Builder: Builder Address: Project Name: Plot Plan: Number of Lots: Contact: Contact Location: Contact Number: Contact Fax: Address RSM: RSM Sign-off: RSM Sign-off date: Completion Date: BUILDER: Must be registered with NORDYNE and projects verified by RSM. Build a minimum of 100 homes per year. Project Reporting Form Must designate: Builder Name Plot plan Number of lots. Home Site built, single-family dwelling only. Proposed start time and estimated completion date of project. PRODUCT: WESTINGHOUSE Fully Matched NORDYNE Systems: Including an air handler or furnace with evaporator coil, A/C-H/P or PKG units count as one system. MODEL HOME: One system per one hundred installed model home only. Form must be furnished including invoice with model and serial numbers. REBATE: $8.00 per ton - 13 SEER Split System - A/C H/P or PKG unit counts as one system $12.00 per ton 15 SEER Split System - H/P 16 SEER A/C Rebate request must be filed within fifteen days after the close of the quarter. Only the approved reporting form may be used to file for rebates. The rebate credit will be issued back to the distributor within thirty days of receipt. The above agreement expires annually on December 31 st. Mail completed forms to: NORDYNE Communications Department 8000 Phoenix Parkway O Fallon, MO Distributor Name: Account # 1106 Sales Promotion- Page 35 Residential Marketing Manual

36 NORDYNE Gibson Builder Program Application Builder: Builder Address: Project Name: Plot Plan: Number of Lots: Contact: Contact Location: Contact Number: Contact Fax: Address RSM: RSM Sign-off: RSM Sign-off date: Completion Date: BUILDER: Must be registered with NORDYNE and projects verified by RSM. Build a minimum of 100 homes per year. Project Reporting Form Must designate: Builder Name Plot plan Number of lots. Home Site built, single-family dwelling only. Proposed start time and estimated completion date of project. PRODUCT: GIBSON Fully Matched NORDYNE Systems: Including an air handler or furnace with evaporator coil, A/C-H/P or PKG units count as one system. MODEL HOME: One system per one hundred installed model home only. Form must be furnished including invoice with model and serial numbers. REBATE: $6.50 per ton - 13 SEER A/C H/P or PKG unit counts as one system Rebate request must be filed within fifteen days after the close of the quarter. Only the approved reporting form may be used to file for rebates. The rebate credit will be issued back to the distributor within thirty days of receipt. The above agreement expires annually on December 31 st. Mail completed form to: NORDYNE Communications Department 8000 Phoenix Parkway O Fallon, MO Distributor Name: Account #: 1106 Sales Promotion - Page 36

37 Builder Rebate Reporting Form DISTRIBUTOR: ACCOUNT # Brand: BUILDER: PROJECT: DATE: Lot Number Address A/C Model # A/C Serial # Air Handler/ Furnace Model # Serial Model # Coil Model # Serial Model # $$Rebate$$ Internal use only Approved by TOTAL $$$ Date: Charge To Account Sales Promotion- Page 37 Residential Marketing Manual

38 Residential Distributor Promotional Fund Advertising Guidelines GENERAL CO-OP PROGRAM GUIDELINES Program Year The promotional fund year program runs October 1st, thru September 31st. All claims for the program year must be received at NORDYNE by October 31st. Funds that are not utilized within the program year do not carry over. Co-op Reimbursement Rate Reimbursement at 50% when NORDYNE approved materials are utilized in advertising. Creative Resources NORDYNE agencies will be responsible for creative development for all major media types eligible for 50% co-op reimbursement. Production expenses for creative developed independent of NORDYNE provided templates will not be eligible for co-op reimbursement. Creative Usage Exception Policy While discouraged, on a rare occasion it may be necessary for distributors or dealers to locally develop advertisements or campaigns that may be eligible for reimbursement at the 50% rate. For locally created advertising the following procedures must be followed. A completed prior approval form along with a copy of the advertisement, storyboard or script must be submitted to the Co-op Administrator 15 days prior to production. If the advertisement is in color, a full color copy must be provided. If approved, NORDYNE will sign the Prior Approval Form, and return it to the Distributor. It is the Distributors responsibility to submit a copy of the Prior Approval with the Co-op Claim. General Creative Specifications Advertisement must feature brand products exclusively. No other brands. Brand logo must be printed compliant with the brand guidelines in the correct proportion and PMS colors. License statement must accompany brand logo on all applicable printed media. Brand logo must be represented equal in size to the Distributor or Dealer name. Include only images of brand products using proper artwork (video footage, photographs, or line art) in high resolution. Advertisement must meet all standards for responsible advertising. (e.g. no false or misleading offers, offensive materials, etc.) Advertisement that is detrimental to the brand image, or implies the brand is distressed, overstocked, or that is otherwise adverse to the reputation of the brand is not eligible for reimbursement. No cartoon or animated images allowed. CO-OP PROGRAM ADVERTISING REIMBURSEMENT GUIDELINES BROADCAST (Television, Radio, Cable) Television Advertising Guidelines There are 2 types of TV Commercials. Brand Image Driven - Brand driven ads are only provided by NORDYNE Sales Promotion - Page 38

39 Dealer Driven Developed by anyone outside of NORDYNE. A. Dealers may show brand being installed in the commercial. B. Commercial cannot exceed more than 10 seconds of brand images or voiceovers for every 30 second spot. C. Anything over 10 seconds is considered a branded commercial, and the templates must be used. D. Brand logo must follow the standard logo guidelines for color & application. Commercials following these guidelines are eligible for co-op reimbursement as follows: Brand Driven: 20/10 commercials provided by NORDYNE are eligible at the standard rate of 50%. (Local tags are done by your local station.) Dealer Driven: Commercials following the above noted guidelines are eligible for reimbursement at 30%. A copy of the approval, script and notarized invoice must accompany the co-op claim. Radio Advertising Guidelines For consistency, NORDYNE provided radio scripts are highly encouraged, and are the only pre-approved commercials eligible for co-op at the standard rate of 50%. Radio commercials produced by an outside source must contain the brand name a minimum of 3 times for every 30 seconds. Commercials produced by an outside source must be submitted to NORDYNE for approval. Commercials produced by an outside source and approved by NORDYNE are eligible for co-op reimbursement at a rate of 30%. NOTE: Only brand provided radio scripts and television commercials are eligible for co-op reimbursement at the full rate of 50% Approval Process for Dealer Driven Commercials Provide materials to the Distributor who will go through the proper channels at NORDYNE. Rough cuts are approved by NORDYNE through the Distributor. Copy of the approval should be kept on fi le with the Distributor for claim fi ling. PRINTED MEDIA Brand Driven Printed Advertisement (NORDYNE Provided Materials) Print ads utilizing brand approved templates available through NORDYNE are automatically eligible for co-op at the standard rate of 50%. Dealer Driven Printed Advertisement (Materials Created by an Outside Source) Advertisements created by an outside creative source, when approved by NORDYNE are eligible for co-op reimbursement at a rate of 25%. To be considered for co-op reimbursement Dealer Driven ads must follow the guidelines below. A. Dealer Driven ads must follow all brand compliances and guidelines. B. License statement must be incorporated into the ads as specifi ed in brand guidelines. C. Brand must be represented equal in size to the company name. D. No competitive logo or images are allowed. E. Ads must be produced from high resolution graphics Sales Promotion- Page 39 Residential Marketing Manual

40 F. Color ads must be submitted in full color for fi nal approval. G. Ads must be tasteful, and graphically appealing. (Over crowded, unprofessional ads will not be eligible.) Approval for Dealer Driven Printed Advertisement The ad being considered should be submitted to NORDYNE through the Distributor for approval. Ads are approved by NORDYNE through the Distributor. A copy of the final approval should be kept on fi le with the Distributor for claim filing. Claim Filing Process: Request for co-op reimbursement should be filed by the Distributor on behalf of the Dealer. If (Brand) provided materials are used prior approval forms are not required, but all other documentation shown below must accompany the co-op claim form. Claim Filing Process for Newspaper & Magazine: Distributor submits a copy of the fi nal approval from NORDYNE, a copy of the prior approval, paid invoice and full size tear sheet showing the publication date and the publishers name with the co-op claim form. Claim Filing Process for Direct Mail: A copy of the prior approval, production invoice, postage statement, invoice from direct mail vendor, and a sample of the actual mail piece need to accompany the co-op claim form. Claim Filing Process for Billboard: A copy of the prior approval, vendor invoice listing dates, and a photo of the original sign once posted will need to accompany the co-op claim form. Qualifying Items Newspaper Industry Newspaper Magazine Billboard Yellow Page Ads Direct Mail Exclusions School Yearbooks School Programs Church Bulletins Theatrical Programs Political or Congratulatory Ads Offi ce Supplies (invoices, letterhead) YELLOW PAGE ADVERTISEMENT To receive the standard co-op reimbursement rate of 50%, Yellow Page ads must either be submitted through the NORDYNE National Yellow Page program administered by Marquette Group, or utilize one of the templates approved by NORDYNE in the Local Program. National Yellow Page Program Marquette Group The Marquette Group has been in the Yellow Page business for over 40 years, and has assigned a team of experienced professionals to service NORDYNE customers. They are equipped to meet all the Yellow Page advertising needs of NORDYNE s dealers and distributors. The National Program is a closed program. That means only contractors or installers authorized by NORDYNE distributors and NORDYNE are authorized to participate. Authorized contractors are contacted by Marquette Group as part of the National Program and cannot sign up through local directory salespeople without approval. Questions or inquiries regarding the National Yellow Page Program should be directed to the NORDYNE Account Manager at Marquette Group Submitting Claims: Marquette is an approved NORDYNE vendor, so when submitting for co-op 1106 Sales Promotion - Page 40

41 the only documentation that needs to accompany the claim is a copy of the Marquette invoice. Distributors are required to submit claims on behalf of their Dealers. Local Yellow Page Program The local Yellow Page Program was designed to account for areas that are not covered by the National Program or where the National Program is not competitive with the local agency. The brand templates are the same ads available through the National Program. To qualify for coop reimbursement the templates provided by NORDYNE must be used. Submitting Claims: A copy of the full size tear sheet along with a copy of the invoice must accompany the co-op claim form. Distributors are required to submit claims on behalf of their Dealers. Dealer Driven Ads Yellow Page Ads Ads that do not follow the approved templates provided by NORDYNE must be submitted for prior approval. If approval is received NORDYNE will co-op at a rate of 25%. Approval for Dealer Driven Printed Advertisement The ad being considered should be submitted to NORDYNE through the Distributor for approval. A copy of the final approval should be kept on fi le with the Distributor for claim filing. Claim Filing Process: Distributor submits a copy of the fi nal approval from NORDYNE, a copy of the paid invoice and full size tear sheet showing the publication date and the publishers name with the co-op claim form. RF or RK Use this form (#5997) to request co-op credit Sales Promotion- Page 41 Residential Marketing Manual