FY 2015 Cooperative Advertising Guidelines

Transcription

1 Commercial & Industrial FY 2015 Cooperative Advertising Guidelines Valuable Marketing Opportunities to Benefit Your Business

2 Table of Contents INTRODUCTION... 1 FUNDING LEVELS... 1 PRE-APPROVAL PROCESS... 1 BRANDING AND ADVERTISING SPECIFICATIONS... 2 PRINT... 2 DIRECT MAIL... 3 TELEVISION... 3 RADIO... 3 WEB BANNER... 3 BILLBOARD/OUTDOOR REQUIREMENT... 3 LOGOS... 3 REIMBURSEMENT PROCESS... 4 REIMBURSEMENT REQUEST FORM (following document)

3 Commercial & Industrial Cooperative Advertising Guidelines (July 1, 2014 through June 30, 2015) INTRODUCTION New Jersey s Clean Energy Program (NJCEP) provides an opportunity for the Direct Install and Pay for Performance (P4P) participating contractor networks to receive funding for eligible advertising expenses. Specific information and requirements are outlined within this document. Eligible contractors may apply for cooperative advertising incentives when the following conditions are met: The firm is in good standing with NJCEP; Funds designated for co-op support are available and you have not exceeded the cap; and The materials are approved in advance by the Market Manager. Please note that at no time may it be implied that the Board of Public Utilities (BPU), the State of New Jersey, TRC Energy Services, or any other company affiliated with NJCEP, endorses, certifies, or verifies your company, products, or services. Cooperative advertising incentives will not be provided if the material, as determined by BPU, is inappropriate, inconsistent with NJCEP s messaging, or compromises the logo, service mark, or programs of NJCEP. Incentives will not be provided if the material contains a claim, exaggeration, or representation that is not substantiated or cannot be supported. FUNDING LEVELS Approved campaigns are eligible for 50% reimbursement of the cost of the eligible tactics outlined below. Please note that program caps per contractor or firm are in alignment with the NJCEP fiscal year, which runs through June 30, Direct Install offers a total of $50,000 per contractor per fiscal year. P4P contractors with less than three approved Energy Reduction Plans are eligible for reimbursement up to $25,000. P4P contractors with more than three approved Energy Reduction Plans are eligible for reimbursement up to $40,000. Total funding for all P4P contractors is limited to the first $500,000 on a first-come, first-served basis. PRE-APPROVAL PROCESS All requests for co-op funding must be pre-approved to be eligible for reimbursement. For the design process, logo and other branding guidelines are provided below. Logos will be available on the contractor portals. Please note that if you leave the network, you no longer have authorization to use the logo in any manner. Co-Op Guidelines Page 1

4 Once the advertisement is designed, it in pdf format to or for review. If corrections are required, you will receive an identifying the edits necessary to bring the materials into compliance. The materials must be re-submitted for final approval and should also be re-submitted for approval whenever a change is made. You will be notified by e- mail when the materials are approved. This approval will be for a period of 90 days. BRANDING AND ADVERTISING SPECIFICATIONS The following general specifications apply to all materials. Please see further requirements for each type of advertising below. The materials must primarily promote Direct Install or P4P in text and graphics. Other products and services offered by the contractor may be mentioned, but the primary messaging of the advertisement must be to promote Direct Install/P4P. If your copy includes the NJCEP program name, please italicize the whole program name, (New Jersey s Clean Energy Program ), and ONLY use the symbol (in superscript font) at first mention. At any mention thereafter only italicize the program name. A combined logo will be provided and is required. The logo contains the Direct Install/P4P logo alongside the New Jersey s Clean Energy Program logo and is outlined in a black box. The logos should not be separated. The logos must be proportional to the rest of the design. (This does not apply to radio.) For Direct Install, one of the following two benefit statements is required. The copy must be of equal text size to that used in the body copy of the design. o Direct Install from New Jersey s Clean Energy Program. Pay only 30% of total project costs, but keep 100% of the savings. o Upgrade to energy efficiency with Direct Install and New Jersey s Clean Energy Program will pay 70% of the cost. For P4P, one of the following four benefit statements is required. The copy must be of equal text size to that used in the body copy of the design. o Take a whole-building approach to energy efficiency with Pay for Performance from New Jersey's Clean Energy Program and watch your bottom line soar. o Plan your energy efficiency upgrades as part of a comprehensive strategy with Pay for Performance from New Jersey's Clean Energy Program. You'll save capital costs now and monthly operating costs later. o Get paid to upgrade with Pay for Performance from New Jersey's Clean Energy Program. With incentives tied to savings, the time has never been better to invest in PRINT o energy efficiency The more energy you save, the more incentives you earn with Pay for Performance from New Jersey's Clean Energy Program. Take a whole-building approach that will radically slash your utility bills for years to come. The following sponsorship statement is also required: <Direct Install> or <Pay for Performance> is brought to you by the New Jersey Board of Public Utilities. There is no size requirement for the sponsorship statement (this may be noted in small print at the bottom), but it should be clearly legible. Minimum size eligible is one quarter page. Co-Op Guidelines Page 2

5 DIRECT MAIL Eligible expenses include list purchase, fulfillment (laser printing and sorting), printing and postage. TELEVISION RADIO Minimum 30-second spot. The combined logo is required and must appear for at least 5 seconds in a 30-second commercial; 8 seconds in a 45-second commercial; and 10 seconds in a 60-second commercial. The sponsorship statement is optional. The appearance of the logo must be prominent and accompanied by the following verbal tag: "<Direct Install or Pay for Performance> is brought to you by the New Jersey Board of Public Utilities and its Clean Energy Program. Please note TV scripts must be submitted and pre-approved before production. Minimum 30-second spot. Direct Install or P4P must be mentioned every 15 seconds within the commercial and accompanied by the following verbal tag: <Direct Install or P4P> is brought to you by the New Jersey Board of Public Utilities and its Clean Energy Program. Please note radio scripts must be submitted and pre-approved before production. WEB BANNER Web banners are intended for external websites and not the contractor website. BILLBOARD/OUTDOOR REQUIREMENT Billboards are required to include the combined logo and the logo must be predominant (ideally 1/8 of the image) and large enough to be identified. Billboards will be reviewed on a case-bycase basis. The benefit statement is required however the sponsorship statement is not required. Please note that NJCEP will not reimburse creative design expenses (agency costs), production costs, text-only electronic advertisements, paid searches, signage (except for an outdoor billboard campaign), clothing, vehicle customization, promotional items, or sponsorships. LOGOS The following logos are for illustration purposes. Actual print-ready artwork will be supplied upon request or made available through contractor portals. Co-Op Guidelines Page 3

6 REIMBURSEMENT PROCESS The completed co-op advertising package must be submitted within 90 days after the pre-approval notification. Packages received past 90 days after the pre-approval notification will not be honored. The co-op advertising payment request package should include: Copy of the pre-approval . The co-op advertising reimbursement request form. Copy of original, paid invoices and/or receipts (costs must be itemized separately), including all appropriate documentation. Co-Op Guidelines Page 4

7 Commercial & Industrial Cooperative Advertising Reimbursement Request Contractor Information Company Name Address City State Zip Code Phone Fax Program (Check all that apply) Direct Install Pay for Performance Marketing Contact I have completed (3) three or more Pay for Performance Energy Reduction Plans Phone Pre-Approval Date Make Check Payable to Advertising Campaign Information Type Number of Placements Publication/Station Ad Size Run Dates Placement Cost Newspaper Magazine Internet Direct Mail Mail Insert Billboard/Outdoor Television Radio Approved advertising campaigns are eligible for 50% reimbursement of the cost of eligible tactics as defined in the Commercial & Industrial Cooperative Advertising Guidelines, subject to program caps per contractor. Expenses associated with creative design, production, text-only electronic advertisements, paid searches, signage (except as part of an outdoor campaign), clothing, vehicle customization, promotional items, or sponsorships are excluded. Direct Install reimbursement is limited to a total of $50,000/contractor/year. Pay for Performance (P4P) funding is limited to the first $500,000 on a first-come, first-served basis. P4P contractors with less than three completed Energy Reduction Plans are eligible for reimbursement up to $25,000. P4P contractors with three or more completed Energy Reduction Plans are eligible to receive up to $40,000 in advertising funds. Campaign Total Reimbursement Request ACKNOWLEDGEMENT Applicant Signature (Authorized Executive/Owner/Principal) By signing, I certify that I have read, understand and agree to the NJ Clean Energy Program s Commercial & Industrial Cooperative Advertising Guidelines and that all information included on this form is true and correct. I understand that all advertisements must be pre-approved to be eligible for reimbursement. Submit your reimbursement request, along with copies of the media invoices and pre-approval , by mail or to the NJCEP C&I Market Manager: New Jersey s Clean Energy Program c/o TRC Energy Services 900 Route 9 North, Suite 404 Woodbridge, NJ Phone (866) DI@NJCleanEnergy.com or P4P@NJCleanEnergy.com /13