2014 Co-op Advertising & Promotion Policy

Transcription

1 2014 Co-op Advertising & Promotion Policy

2 IMPORTANT NUMBERS AND ADDRESSES Super s Marketing Department: ext 218 For Advertising Questions, Co-op Claim Payment Status, and Pre-approval Status: Marketing Department ext (Fax) kgolden@supermarvin.com Claims for reimbursement should be mailed to: Super Enterprises 126 Spagnoli Road Melville, NY Attention: Co-op Claims Department Claims for reimbursement may also be scanned and ed to: kgolden@supermarvin.com 1

3 (prorated if other manufacturers are involved) January 2012 Super Enterprises 2014 Co-op Policy Super Enterprises co-op program is a cost sharing opportunity to work with our committed dealers to: Offer a variety of opportunities to promote both your business and Marvin products Increase leads to support continued growth of your business and Marvin products Support the profitable growth of your company This Co-op policy outlines the requirements for a broad array of marketing materials to support profitable growth. To ensure prompt payment of your claims, it is important that all submissions are completed properly. Please review carefully the program policy and guidelines on the following pages and refer to the instructions below for completing your Co-op claim submissions. If you have submitted your claim in accordance with these instructions and have not received credit within ten business days, please contact the Co-op department. The following must be submitted with EVERY Co-op claim: CO-OP CLAIM FORM CLAIM PROCEDURE - complete all the information below: Attach copy of ad, radio/tv script, or other required documentation per Co-op policy Attach copy of paid net invoice Documentation to show pre-approval (if applicable) List of names of participants if claim is for a meeting SUBMIT TO: Super Enterprises Attn: Co-op Claims Department 126 Spagnoli Road Melville, NY kgolden@supermarvin.com Fax: Marvin Acct. #: 1361 Distributor Name: Super Enterprises Dealer Company Name: Reference # for credit: Distributor Contact Name: Kathryn Golden City: Phone #: State: Date of Ad or Event Description of Media used Show name / General Purpose of Meeting Total Cost $ Marvin Share %* Credit Amount $ Office Use Only * F or more details, please reference Super Enterprises 2012 Co-op policies. Additional Information Needed for Shows: Percent of booth devoted to Marvin Products: Products Shown (List all booth items including non-marvin Products): Comments: COMPLETED CLAIM FORM PROOF OF PAYMENT/PRICING SAMPLE OF ITEM SUBMITTED PROOF OF PRE-APPROVAL All relevant areas of the form must be complete and legible Net paid invoice or itemized receipt Sample of item being submitted. Sample requirements vary - please review the section pertaining to the type of marketing material you are using Pre-approval documentation (if applicable) 2

4 GENERAL POLICY Any logos (Marvin, Integrity or Infinity)used in any form of advertising must be current and used correctly, as per that brand s graphic standards. Please check or contact Super Enterprises Marketing Department for assistance. Pre-approval is highly recommended to ensure co-op eligibility. See co-op preapproval request form (enclosed). Any type of Media with a discount offer on product is not eligible for co-op. (This requirement excludes truckload sales or offers on installation services.) Any type of media with competitive products is not eligible for co-op (see competitive section on page 4 of this booklet for more details). Total cost will be prorated if there is more than one manufacturer advertised. For example, you may have Marvin Windows & Doors and ACME roofing materials in your advertisment, however, the total cost will be prorated by 50%. If more than one Marvin brand is used in an advertisment, the total cost should be divided among those brands. Infinity, Marvin, and Integrity can be advertised together in most media. However, each brand must communicate its own unique brand description or message. For example, the ad should locate each brand s product content, photos, logos and required brand description together in the same area. Examples of required brand description are Infinity: low maintenance fiberglass replacement windows and Marvin: beautiful wood windows available in custom sizes and limitless options. The Marvin logo cannot be used in an Infinity ad simply for awareness purposes and without it s own brand description. Up to 25% of total earned Integrity Co-op funds can be used for remodel and replace consumer marketing efforts. Preapproval is required. Infinity funds are available for promotion to the homeowner market ONLY. Efforts targeted to contractors or the trade are not eligible for co-op. Agency fees and other labor expenses, such as design, layout and copy-writing are not eligible for co-op. Co-op claims must be submitted after the event or advertising date and within 60 days of invoiced receipt. Any claim featured in an advertisment, such as product performance or energy savings, needs to be supported with Marvin documentation. All Co-op claims must be submitted by December 31,

5 COMPETITORS Any advertising that features competitive products is not eligible for Co-op. Advertising that contains non-competitive products from competitive brands, such as entry doors from Andersen, are eligible for Co-op but the total cost will be prorated. COMPETITIVE PRODUCTS* Aluminum Windows Clad Windows Vinyl Windows Wood Windows Fiberglass/composite Windows All Patio Doors * This is a partial list and is subject to change at any time. NON-COMPETITIVE PRODUCTS* Skylights Entry Doors Garage Doors COMPETITIVE BRANDS - EXAMPLES* Andersen Pella Jeld-wen Kolbe & Kolbe Weather Shield Loewen Silverline Milgard Eagle CO-OP SUBMISSION CHECKLIST Required documentation for your Co-op claim submission is shown below in the list. In order for your claim to be processed quickly, you must include all of the items on the list. This required documentation ensures we have met our legal obligation, we are able to process your claim, and we can credit your account. If your documentation is incomplete or missing, it will delay processing your claim. Some marketing efforts require additional instructions or documents; you ll find this information in the Marketing Materials, Printing/Production, and merchandise sections found on pages 6-12 of this booklet. ALL CLAIMS MUST INCLUDE: A fully completed claim form Net paid invoice or itemized receipt Sample of item being submitted (See Marketing Materials, Printing/Production, or merchandise sections on pages 6-12 for details) Pre-approval documentation (If applicable, see the Pre-approval section on page 13 of this booklet for details) 4

6 MARKETING MATERIALS DIRECT MAIL Mailing costs, including postage and distribution lists purchased from outside vendors Printing costs on Marvin, Integrity or Infinity created mailing pieces are eligible for reimbursement Printing costs on dealer or agency created mailing pieces may be eligible with pre-approval (See Pre-approval section on page 13 for more detail) Fully completed claim form Sample of printed mailing piece Metered postage or postage invoice from postal service for direct mail Pre-approval documentation (if applicable) INSUFFICIENT DOCUMENTATION Photo copy of artwork need proof of production and quality of mailing piece NEWSPAPERS / MAGAZINE Publications that are distributed by a third-party to potential customers are eligible Publications that require placement fees for ad materials are eligible The circulation or distribution must be managed or determined by a third-party. Fully completed claim form Sample of ad original or electronic tear sheet from publication or copy of publication Net Paid Receipt INSUFFICIENT DOCUMENTATION Photo copy of ad artwork need proof of placement in publication RADIO Placement fees for radio spots are eligible Use Marvin-produced scripts/spots or create your own For original scripts/spots, Marvin, Integrity or Infinity products must be mentioned as many times as the dealer s. name during the spot. For original scripts/spots, the entire product name must be mentioned at least once during the spot. (i.e - Marvin Windows and Doors, Integrity Windows and Doors, Infinity Windows and Doors). Integrity radio MUST be preapproved.. Integrity co-op does support consumer radio advertisiments. Please note creative, development and production fees are NOT eligible for co-op support. Fully completed claim form Copy of script and/or recorded spot Notarized affidavit from the radio station 5

7 FLYERS / INSERTS Distribution costs to send out flyers/inserts to potential customers are eligible Printing costs on Marvin-created flyers/inserts are eligible for reimbursement Competitive products in any section of the flyer will invalidate your claim for reimbursement. Creative and development fees are NOT eligible for Co-op cost sharing Sample of printed flyer or insert Invoice INSUFFICIENT DOCUMENTATION Photo copy of ad artwork need proof of production and quality of flyer/insert INDOOR ADVERTISING Placement or sponsorship fees for ads in indoor signage/ billboard Sponsorship fees for home show or trade show banners Pre-approval is highly encouraged due to variety of venues for indoor advertising Photograph of the artwork in place for indoor advertising Invoice INSUFFICIENT DOCUMENTATION Photo copy of ad artwork need proof of placement and production quality INTERNET REFERRAL SITES Advertising and listing fees on referral sites (ie Angie s List, Service Magic, etc) are eligible Ads must equally feature a Marvin brand and our dealer Ads must include Marvin, Integrity or Infinity Windows and Doors and/or the Marvin, Integrity or Infinity logo All ads must link to a landing page that exclusively features the corresponding Marvin brand logo featured in the ad and our dealer Name and URL of the referral site Copy of the ad, as it appeared on the referral site Dates the ad appeared on the site URL of our dealer s landing page 6

8 MEETINGS, SEMINARS, SPONSORED- EVENTS Space fees, food, beverages, etc. for training meetings and seminars which are focused on educating or marketing Marvin Window and Doors brand are eligible Alcoholic beverages are NOT eligible Golf outings and other recreational events as well as Sales Meetings, including business lunches to discuss ongoing or future projects, are NOT eligible NEWSLETTERS Ad placement fees for qualified industry association newsletters (AIA, CSI, NARI, etc) are eligible Postage and/or distribution fees for dealer company newsletters in which Marvin brands are featured are eligible Itemized receipts for item purchased A list of attendees and all the products discussed, including non-marvin products Sample of printed newsletter Metered postage or postage invoice from postal service INSUFFICIENT DOCUMENTATION Photo copy of ad artwork need proof of production and quality of newsletter COUPON BOOKS Distribution or placement fees associated with these type of books (ie. ValPak, MoneyMailers, etc) Printing costs on Marvin brand created coupons are eligible for reimbursement Printing costs on dealer created pieces must be preapproved. Note: Integrity is advertised to the trade ONLY.. Sample of printed mailing piece Invoice INSUFFICIENT DOCUMENTATION Photo copy of artwork need proof of production and quality of mailing piece Coupon cannot include price discount on Marvin products (See General Policy on page 3 of this booklet for more details.) ONLINE BANNER ADVERTISING Placement fees for online banner advertising are eligible Ads must equally feature a Marvin brand and the dealer Ads must include the graphically correct brand logo and/or the brand s name (ie. Marvin Windows and Doors). All ads must link to a landing page that exclusively features a Marvin brand and our dealer 7 Screen capture of each frame of the banner ad or an electronic file (Flash, Gif, PDF, etc) that demonstrates the banner ad Name and URL of the third party website Dates the ad appeared on the site URL of our dealer s landing page

9 ADVERTISEMENTS PLACED IN OTHER PRINTED MATERIAL - EVENT PROGRAMS, HOME SHOW BOOKLETS, ETC. Non-traditional publications or printed materials that are distributed by a third-party to potential customers are eligible Claim the placement fees for ad materials in the nontraditional publication or printed material Pre-approval is required A fully completed claim form Sample of ad tear sheet from publication or copy of publication/printed material Pre-approval documentation Invoice INSUFFICIENT DOCUMENTATION Photo copy of ad artwork need proof of production or placement in publication OUTDOOR BILLBOARD Placement fees for ads in outdoor signage/billboard are eligible Pre-approval highly encouraged due to long-term commitment and costs typically associated with outdoor advertising Creative, development and printing fees are NOT eligible for Co-op cost sharing. Photograph of the artwork in place on outdoor signage/ billboard Invoice INSUFFICIENT DOCUMENTATION Photo copy of ad artwork need proof of placement and production quality PAY-PER-CLICK ADVERTISING The total cost of clicks for pay-per-click ads on search engines (ie. Google, Yahoo, Bing, etc.) are eligible Keyword bids are made at a local level Keyword bids directly relate to windows and doors Ad, or text listed with link, featured on the search engine must have a minimum of one mention of a Marvin brand (ie - Marvin Windows and Doors or Integirity Windows and Doors) Links featured in ads must land on a page that exclusively features a Marvin brand and our dealer List of keywords bid on Dates the keywords were bid Copy of the ad, or text listed with link, as it appears on the search engine and associated with keywords URL of the dealer s landing page 8

10 TELEVISION Placement fees for TV spots are eligible for Marvin and Infinity ONLY. Integrity is advertised to trade only. Use Marvin-or Infinity produced TV spots or create your own For original spots, Marvin Windows and Doors must be mentioned at least once during the spot. For Infinity spot, Net Invoice Infinity Windows and Doors must be mentioned at least once during spot. Marvin Windows and Doors or Marvin mentioned in a Marvin spot. Infinity WIndows and Doors or Infinity mentioned in an Infinity spot as many times as our dealer s name. Current Marvin or Infinity logo must be displayed during ad Spot must feature images of Marvin or Infinity windows and/or doors based on product being advertised. Please note creative, development and production fees are NOT eligible for co-op. Copy of script, visual storyboard and/or finished TV spot TRADE AND CONSUMER SHOWS The cost of the booth rental, carpeting, and electricity is eligible Labor costs for booth set up and tear down are NOT eligible Super Enterprises will assist the dealer s participation in local shows with use of our displays and sales personnel.. Information included on the list of Marvin brands featured and percentage of the booth that Marvin brands represented. (Please note co-op claim will be prorated based on percentage of Marvin brands representation.) Invoice 9

11 YELLOW PAGES AND DIRECTORIES (PRINTED BOOKS) Placement fees for display advertising or listings in consumer directories/yellow pages are eligible Placement fees for display advertising or listing in a qualified industry association s directory, such as those printed by AIA or CSI, are eligible Display ad or listing must include an approved Marvin logo, Integrity or Infinity logo Pre-approval documentation Sample of ad tear sheet from directory or copy of publication/printed material (if applicable) Pre-approval is required for any advertising in yellow pages or other printed directories INTERNET YELLOW PAGES AND ONLINE DIRECTORY LISTINGS Listing fees for Internet Yellow Pages (ie. SuperPages.com, YellowPages.com, Google maps, online business directory listings, local directory listings, etc) The ad must have a minimum of one mention of Marvin Windows and Doors, Integrity Windows and Doors or Infinity Windows and Doors All ads must link to a landing page that exclusively features a Marvin brand and the dealer Name and URL of directory listing Category and a copy of the listing, as it appeared on the directory Dates the listing appeared on the site URL of our dealer s landing page ADDITIONAL ITEMS Websites (see enclosed Website policy for details) Pre-approval is required Pre-approval documentation 10

12 Non-Traditional Up to 15% of the earned Co-op allowance for the year may be applied towards non-traditional marketing efforts. Pre-approval is required for any non-traditional marketing efforts. You can find the pre-approval process listed on page 13 of this booklet for details. NON-TRADITIONAL Activities that aren t listed in this Co-op Policy, but are used to promote the dealers company and the Marvin brand Partial list of examples: Submit a photograph or sample of the promotional or printed piece Invoice for literature and/or displays Invoice for promotional material Photo of truck Copy of ticket/itinerary - Merchandise with a Marvin, Integrity or Infinity logo - Literature and Displays - Truck Signage - Commercial flights to Minneapolis for trips continuing on to Warroad for tours and training - Contractor or customer appreciation day - Special events or programs - Sponsorship fees 11

13 PRINTING / PRODUCTION Some marketing efforts require additional investment for printing or production costs. To support our dealers, Super will allow select, printed items to be submitted for Co-op support. For additional cost savings, Super highly encourages our dealers to use templates and existing materials found on Marketing Express. PRINTING / PRODUCTION Printing or design costs associated with Marvin brand marketing programs (ex. Quantum, Marketing Express, etc.) may be submitted for Co-op cost sharing If you use Marvin brand creatives (found on Marketing Express), you may submit the printing fees for Co-op cost sharing Pre-approval is required for printed materials that our dealers or their agency creates. Sample of the printed piece. Pre-approval documentation Invoice Printing costs associated with catalogs or brochures are NOT eligible PASS-THRU CO-OP SUPPORT Marvin dealers may provide Co-op support on select marketing efforts made by their trade customers with Pass-Thru Co-op Policy. The Co-op provided to support these trade customers will go against the Marvin dealer s annual Co-op allowance. PASS-THRU CO-OP SUPPORT See Pass-Thru Co-op Policy on page 14 for details Pre-approval is required (See Pre-approval section on page 13 of this booklet for details) See Co-op submission checklist (page 4) Follow submission requirements listed for specific Marketing Materials on pages 6-11 of this booklet Pre-approval documentation required 12

14 PRE-APPROVAL PROCESS Super highly encourages our dealers to submit for pre-approval on any media, event, or materials to ensure Co-op support. In addition, specific marketing activities and materials may require pre-approval. Please review this policy to identify these items. You can submit your item to the Co-op Department via , US mail, or fax. (See page 2 in this booklet for contact information.) Give an explanation on the marketing activity and/or material that you are submitting for pre-approval Provide a proof or sample of the advertising or promotional piece (if applicable) Include an estimate on cost and/or quantity (if applicable) The Co-op Department will respond with approval, corrections required, or design recommendations If required, you must attach pre-approval documentation to any related final Co-op claim for processing PARTICIPATION OF THE PROGRAM Media Publications, Broadcast, Direct Mail, Billboards, Dealer-paid show costs, any qualified non-traditional media Dealer-hosted meetings/seminars, Super 50% 67% Dealer 50% 33% Super Enterprises will co-op up to 50% of eligible claims for advertising and merchandising efforts to dealers, up to 66% for deale-hosted meetings/seminars/events and up to 100% for dealer-hosted trade shows. The chart to the left shows the specific breakdown of responsibility for each occurrence of promotional activity Dealer-hosted trade shows 100% 0% ACCRUAL RATES The annual Co-op allowance for Marvin advertising is 1% and.5% for merchandising of its previous fiscal year s Marvin purchases. The annual Co-op alllowance for Integrity is 1% (includes both advertising and merchandising) of its previous fiscal year s Integrity purchases. The annual Co-op alllowance for Infinity is 1% (includes both advertising and merchandising) of its previous fiscal year s Infinity purchases. Co-op allowances are NOT transferable from one year to the next. You cannot borrow from next year s allowance. All remaining Co-op allowances expire after our Co-op claim submission s deadline for the fiscal year (January 1 to December 31st). Total credits cannot exceed the total funds available. Marvin, Integrity and Infinity co-op funds are not transferable. All claims must be submitted by DECEMBER 31,

15 PASS-THRU CO-OP POLICY Dealers may utilize their Co-op allowance to support builders and remodelers with their local advertising, eligible for Co-op support if the materials meet the following guidelines: Pre-approval is required for all custom-designed ads and marketing materials. Allow 3-5 business days for a response to your request. Proof of the expenditure is required for Co-op reimbursement. - Net paid invoice - Tear sheet or printed sample newspaper or magazine ad, direct mail piece, or brochure - Metered postage or postal service invoice for direct mail statement Proudly featuring ). See logo options at as a design element. The window or door should occupy approximately 30% or more of the overall image. Total cost of an ad will be prorated if there is more than one manufacturer included. - For example, you may have Marvin Windows and Doors and ACME roofing material in your ad Marvin will prorate the Marvin Co-op amount (50%) by half (Marvin portion of the ad) of the total cost, or 50% x 50% = 25% Co-op support. The total cost of a brochure or direct mail will be prorated for the Marvin portion of the brochure. - For example, if you have an 8-page direct mail or brochure featuring Marvin on only 2 pages, we will prorate the Marvin Co-op amount (50%) based on 1 /4 of the Marvin portion, or 50% x 25% = 12.5% Co-op support. Any type of media with competitive products are NOT eligible for Co-op support. Any type of media with a price discount on Marvin products are NOT eligible for Co-op support. Production costs such as creative services, design, layout, copy-writing and color charges are NOT eligible for Co-op support. Printing costs for direct mail pieces, newspaper inserts, flyers and brochures are eligible for Co-op for a reasonable print quantity and at market-based cost, and prorated to the space allocated to the Marvin products. Insert printing overruns cannot exceed 10% of the total print quantity. Provide an estimate of the Claims must be submitted by the builder/remodeler within 60 days of the advertising date or the invoice date. Pass-Thru Co-op does not apply to Infinity. Infinity is advertised to consumers. 14

16 Super Enterprises 126 Spagnoli Road Melville, NY Attention: Co-op Department ext 218 (Co-op Coordinator) (Fax) ext. 218