Effective Feb 19, 2014 Version 1. EfficiencyCrafted Marketing Materials Guidelines

Transcription

1 Effective Feb 19, 2014 Version 1 EfficiencyCrafted Guidelines

2 EfficiencyCrafted Guidelines Welcome EfficiencyCrafted is the new name for the new homes program sponsored by Columbia Gas of Ohio and AEP Ohio for approved Ohio builders. It provides assistance in building homes above code for energy efficiency. The EfficiencyCrafted New Homes program name replaces the previous name for the program, which was: AEP Ohio / Columbia Gas of Ohio ENERGY STAR New Homes Program. The program will be referred to in consumer advertising and communications as: EfficiencyCrafted. The goal of one program name to consumers, is to reduce the overall confusion caused by a very long former name with multiple tiers. For builders, the program s name encompasses two participation levels: EfficiencyCrafted (replacing Energy Path ) and EfficiencyCrafted Plus (replacing ENERGY STAR ). Builders should communicate to their customer their homes energy efficiency features and benefits. For questions relating to the following opportunities and guidelines for EfficiencyCrafted marketing materials, please contact Vickie Easterday at or easterday@burkholderflint.com EfficiencyCrafted Guidelines 1

3 EfficiencyCrafted Logo Usage Guidelines Effective Feb 19, 2014 Version 1 The EfficiencyCrafted logo is a trademark of AEP Ohio and Columbia Gas of Ohio as a symbol for energy efficient new homes built above code by participating builders in the EfficiencyCrafted Homes program. In order to protect and grow the EfficiencyCrafted brand, the following Usage Guidelines have been established. These guidelines must be followed by all program participants. The logo and first headline or copy references require the Service Mark () symbol. Use or display of the EfficiencyCrafted logo by program participants and other third parties requires a signed agreement. 1. Logo Usage 1.1 The Standard Logo 1.4 Minimum Logo Size INCH The Stacked Logo should be at least 1 inch in width; and the Horizontal Logo should be at least inches in width when used in print. Depicting the logo in a small form can cause loss of detail in the logo and decrease readability of the Service Mark () symbol. 1.5 Resolution for Print and Digital posted for the purpose of printing, should contain hi-res logos. The logo may be used in low res for digital formats that will not be printed. 1.6 Typeface Only Usage In situations where the logo cannot be used at minimum size, the name should appear in text. It should appear, in bold, as a single word with a capital E and C, followed by the Service Mark () symbol, as shown: Stacked Logo 1.2 Color Palette The logo is available and may be reproduced in 2-color, 4-color, RGB, black and white, and solid white. Horizontal Logo Black C 0 M 0 Y 0 K 100 R 0 G 0 B 0 HEX Clear Space The preferred minimum clear space is the height of the E in Efficiency, as shown. When used with any variation of the AEP Ohio logo and/or the Columbia Gas of Ohio logo, participating builder logo or any other approved logo all clear space rules still apply. The EfficiencyCrafted logo and the utility logos should not appear as a fused, single unit. Pantone 368 C 50 M 0 Y 100 K 0 R 119 G 188 B 31 HEX 77BC1F EfficiencyCrafted When using the logo in this manner, do not attempt to make a logo out of the typeface. For example, the a in Crafted should be lower case when typeface only is used versus using an uppercase A in a larger size. 1.7 Legend The following legend should appear on all promotional and marketing materials, as approved by AEP Ohio or Columbia Gas of Ohio: EfficiencyCrafted is a service mark of AEP Ohio and Columbia Gas of Ohio used under license. EfficiencyCrafted Guidelines 2

4 2. Incorrect Logo Usage 2.1 Unacceptable Colors Never stray from the color palette. The windows within the A of Crafted are not to become the background of whatever stock they are printed on. The windows are always to be Pantone 368 green when the logo is in color, and white when the logo is used as black and white. 2.2 Misuse of Letters The A in Crafted is only to be the proportional size as designed in the logo. Do not make it larger or smaller. 2.3 Never Rearrange Elements Do not change spacing, alignment, or relative locations of the design elements. Never stretch or distort the logo. 3. Usage with other Logos and Graphic Standards 3.1 When used in marketing or promotional materials for AEP Ohio, Columbia Gas of Ohio, or a participating builder, the brand guidelines and permissions of the entity requesting usage should apply. 3.2 When permission has been given to other parties to use the EfficiencyCrafted logo, a signed release form is required indicating nature of use and date. A sample of the material before it is printed will be required by granting representative. EfficiencyCrafted Logo EfficiencyCrafted Guidelines 3

5 Home EfficiencyCrafted is a service mark of AEP Ohio and Columbia Gas of Ohio used under license. EfficiencyCrafted Effective Feb 19, 2014 Version 1 EfficiencyCrafted will make available marketing materials for promotion of the builder as an EfficiencyCrafted builder and the advantages of an EfficiencyCrafted home. 4. Display Banner Artwork is available that can hang as a banner or be applied directly to a model home wall or builder s office wall to maximize the utilization of space. Size is 6 feet x 5 feet. 4.1 The EfficiencyCrafted program will pay for creative production, production supervision and delivery. Printing and installation charge per display of $300 will be paid to the program by the builder. 4.2 Available for EfficiencyCrafted and EfficiencyCrafted Plus levels. 4.3 Choose display by code in Creative. Superior savings, comfort and durability Our homes are not only EfficiencyCrafted, they re also ENERGY STAR Certified and feature all ENERGY STAR qualified systems for additional savings on your utility bills, greater year-round comfort and the peace of mind of knowing you have a home built to a higher standard. Added value We build our homes to meet the rigorous requirements of both the Home Energy Rating System and the EPA ENERGY STAR Certified Homes program, far exceeding typical building practices and energy performance. You ll enjoy all the benefits of an ENERGY STAR home while you live there, and the potential for higher resale value should you decide to sell. Nationally recognized standards On-site inspections during construction and final testing at completion assure that both EfficiencyCrafted and ENERGY STAR standards are met. Each home is certified by an independent Home Energy Rater. Your home will be assigned a HERS (Home Energy Rating System) score as a measure of its energy efficiency and an ENERGY STAR label to show it has met the additional requirements for ENERGY STAR certification. The Sure Sign of Energy Efficiency All EfficiencyCrafted homes are ENERGY STAR Certified and feature these advantages 9 Mechanical Ventilation Provides fresh air exchange to help reduce indoor moisture problems, odors and pollutants. 8 ENERGY STAR Qualified Lighting Light bulbs and fixtures that have earned the ENERGY STAR label last up to 10x longer and use 2/3 less energy. And, they ve never looked better in light quality and design. 1 Improved Insulation Properly installed insulation with higher R-value helps keep heat in during winter, out during summer. 7 ENERGY STAR Qualified Appliances Made by leading manufacturers you know and trust, ENERGY STAR qualified refrigerators, clothes washers, dishwashers and other home products offer a range of styles and features, while meeting high standards for energy performance. 2 Air Sealing and Water Protection Sealing leaks, cracks and gaps throughout the home and around equipment reduces drafts and energy bills. 6 Sealed and Insulated Duct System Well-sealed and insulated duct systems reduce air loss by as much as 20% for greater comfort. 3 High Performance Windows Low-E ENERGY STAR qualified windows insulate better and reduce moisture problems for a difference you can see and feel. 4 ENERGY STAR Qualified Cooling Equipment Properly sized and installed high efficiency cooling equipment maximizes energy efficiency and system performance. 5 ENERGY STAR Qualified Heating Equipment Properly sized and insulated energy efficient heating equipment and water heaters, maximize savings HIGHER ENERGY BILLS Resale Home New Home EfficiencyCrafted LOWER ENERGY BILLS For more information about ENERGY STAR Certified Homes, visit energystar.gov and click on new homes. EfficiencyCrafted is a service mark of AEP Ohio and Columbia Gas of Ohio used under license. EfficiencyCrafted Plus Marketing Display Banner example EfficiencyCrafted Guidelines 4

6 5. Print Ads Program builders may use the following print ad materials in full color, black plus one color (pantone green 368) or just black and white. Print ad materials are provided by EfficiencyCrafted. Media buys are placed by, and paid for by, the builder. Minimum ad size is 5 inches x 6-1/2 inches. The EfficiencyCrafted form needs to be completed and submitted to Vickie Easterday at: easterday@burkholderflint.com 5.1 Builder may insert builder logo into allocated space, or ask EfficiencyCrafted program marketing agency to add by contacting Vickie Easterday at: easterday@burkholderflint.com or Any variations to copy must be approved by EfficiencyCrafted by contacting Vickie Easterday at: easterday@burkholderflint.com or Digital Ads Digital ad materials are provided by EfficiencyCrafted. Media buys are placed by, and paid for by, the builder. Digital ads sizes are: 728 pixels x 90 pixels 300 pixels x 250 pixels The EfficiencyCrafted form needs to be completed and submitted to Vickie Easterday at: easterday@burkholderflint.com 6.1 Builder Representative should send logo to Vickie Easterday at: easterday@burkholderflint.com and Burkholder Flint will put builder logo in place and send ad and url for link to builder s website to media source. 6.2 Choose digital ad by code in Creative. 5.3 Choose print ad by code in Creative. A sure sign of a high performance builder Digital Ad example (728 x 90) We proudly participate in the EfficiencyCrafted program Only builders who meet a higher standard of energy performance can use the EfficiencyCrafted label. It s a sure sign of energy savings built-in from the ground up and lower utility bills from the day you move in. Contact us at For more about the EfficiencyCrafted program visit pndbuilders.com Digital Ad example (300 x 250) Print Ad example EfficiencyCrafted Guidelines 5

7 EfficiencyCrafted is a service mark of AEP Ohio and Columbia Gas of Ohio used under license. Creative Section 4 Display Banner EfficiencyCrafted Plus Superior savings, comfort and durability Our homes are not only EfficiencyCrafted, they re also ENERGY STAR Certified and feature all ENERGY STAR qualified systems for additional savings on your utility bills, greater year-round comfort and the peace of mind of knowing you have a home built to a higher standard. Added value We build our homes to meet the rigorous requirements of both the Home Energy Rating System and the EPA ENERGY STAR Certified Homes program, far exceeding typical building practices and energy performance. You ll enjoy all the benefits of an ENERGY STAR home while you live there, and the potential for higher resale value should you decide to sell. Nationally recognized standards On-site inspections during construction and final testing at completion assure that both EfficiencyCrafted and ENERGY STAR standards are met. Each home is certified by an independent Home Energy Rater. Your home will be assigned a HERS (Home Energy Rating System) score as a measure of its energy efficiency and an ENERGY STAR label to show it has met the additional requirements for ENERGY STAR certification. The Sure Sign of Energy Efficiency All EfficiencyCrafted homes are ENERGY STAR Certified and feature these advantages 9 Mechanical Ventilation Provides fresh air exchange to help reduce indoor moisture problems, odors and pollutants. 8 ENERGY STAR Qualified Lighting Light bulbs and fixtures that have earned the ENERGY STAR label last up to 10x longer and use 2/3 less energy. And, they ve never looked better in light quality and design. 1 Improved Insulation Properly installed insulation with higher R-value helps keep heat in during winter, out during summer. 7 ENERGY STAR Qualified Appliances Made by leading manufacturers you know and trust, ENERGY STAR qualified refrigerators, clothes washers, dishwashers and other home products offer a range of styles and features, while meeting high standards for energy performance. 2 Air Sealing and Water Protection Sealing leaks, cracks and gaps throughout the home and around equipment reduces drafts and energy bills. 6 Sealed and Insulated Duct System Well-sealed and insulated duct systems reduce air loss by as much as 20% for greater comfort. 3 High Performance Windows Low-E ENERGY STAR qualified windows insulate better and reduce moisture problems for a difference you can see and feel. 4 ENERGY STAR Qualified Cooling Equipment Properly sized and installed high efficiency cooling equipment maximizes energy efficiency and system performance. 5 ENERGY STAR Qualified Heating Equipment Properly sized and insulated energy efficient heating equipment and water heaters, maximize savings HIGHER ENERGY BILLS Resale Home New Home EfficiencyCrafted Home LOWER ENERGY BILLS For more information about ENERGY STAR Certified Homes, visit energystar.gov and click on new homes. EfficiencyCrafted EfficiencyCrafted is a service mark of AEP Ohio and Columbia Gas of Ohio used under license. Code: DB-EC-01 EfficiencyCrafted Guidelines 6

8 Creative Section 4 Display Banner EfficiencyCrafted Superior savings Building an EfficiencyCrafted home means you will see significant savings on your utility bills as much as 30% or more. How do you know? Look for the HERS (Home Energy Rating System) Index on each EfficiencyCrafted new home the lower the Home score Energy the Rating greater System the savings. 150 HIGHER ENERGY BILLS 140 Resale Home New Home EfficiencyCrafted Home LOWER ENERGY BILLS Added comfort and value We build our homes to significantly exceed typical building standards but the same superior systems and techniques that lower your energy bills also improve the comfort and value of your new home. How the program works Each home is certified by an independent Home Energy Rater. On-site inspections during construction and final testing at completion are used to determine your home s HERS score as a measure of its energy efficiency that can be compared from one home to the next. Remember, the lower the score, the more money you save The Sure Sign of Energy Efficiency All EfficiencyCrafted homes are energy rated and feature these advantages 7 Mechanical Ventilation Provides fresh air exchange to help reduce indoor moisture problems, odors and pollutants. 6 ENERGY STAR Qualified Lighting Light bulbs and fixtures that have earned the ENERGY STAR label last up to 10x longer and use 2/3 less energy. And, they ve never looked better in light quality and design. 5 High Efficiency Heating Equipment More efficient than standard models when sized and installed properly. 1 Improved Insulation Properly installed insulation with higher R-value helps keep heat in during winter, out during summer. 2 Air Sealing and Water Protection Sealing leaks, cracks and gaps throughout the home and around equipment reduces drafts and energy bills. 3 ENERGY STAR Qualified Appliances Made by leading manufacturers you know and trust, ENERGY STAR qualified refrigerators, clothes washers, dishwashers and other home products offer a range of styles and features, while meeting high standards for energy performance. 4 Sealed and Insulated Duct System Well-sealed and insulated duct systems reduce air loss by as much as 20% for greater comfort. EfficiencyCrafted EfficiencyCrafted is a service mark of AEP Ohio and Columbia Gas of Ohio used under license. Code: DB-EC-02 EfficiencyCrafted Guidelines 7

9 Creative Section 5 Print Ad Shown at minimum size A sure sign of a high performance builder We proudly participate in the EfficiencyCrafted program Only builders who meet a higher standard of energy performance can use the EfficiencyCrafted label. It s a sure sign of energy savings built-in from the ground up and lower utility bills from the day you move in. Your Logo Here Your contact info Here EfficiencyCrafted For more about the EfficiencyCrafted program visit your_web_address.com Code: PA-EC-01 EfficiencyCrafted Guidelines 8

10 Creative Section 5 Print Ad Shown at minimum size A sure sign of a high performance builder We proudly participate in the EfficiencyCrafted program Only builders who meet a higher standard of energy performance can use the EfficiencyCrafted label. It s a sure sign of energy savings built-in from the ground up and lower utility bills from the day you move in. Your Logo Here Your contact info Here EfficiencyCrafted For more about the EfficiencyCrafted program visit your_web_address.com Code: PA-EC-02 EfficiencyCrafted Guidelines 9

11 Creative Section 5 Print Ad Shown at minimum size High performance from the ground up We proudly participate in the EfficiencyCrafted program Only builders willing to go above and beyond typical building standards and meet nationally recognized energy performance guidelines, can earn the EfficiencyCrafted label. It s your assurance of energy efficiency from the ground up. Your Logo Here Your contact info Here EfficiencyCrafted For more about the EfficiencyCrafted program visit your_web_address.com Code: PA-EC-03 EfficiencyCrafted Guidelines 10

12 Creative Section 5 Print Ad Shown at minimum size A sure sign of efficiency We proudly participate in the EfficiencyCrafted program Only builders who meet a higher standard of energy performance can use the EfficiencyCrafted label. It s a sure sign of energy efficiency that lowers utility bills and generates savings from the day you move in. Your Logo Here Your contact info Here EfficiencyCrafted For more about the EfficiencyCrafted program visit your_web_address.com Code: PA-EC-04 EfficiencyCrafted Guidelines 11

13 Creative Section 5 Print Ad Shown at minimum size Thinking about building a new home? Ask us about an EfficiencyCrafted home We build above typical building standards and meet nationally recognized energy performance guidelines. We can explain how a new home achieves a lower HERS score rating which means lower utility bills from the day you move in. Your Logo Here Your contact info Here EfficiencyCrafted For more about the EfficiencyCrafted program visit your_web_address.com Code: PA-EC-05 EfficiencyCrafted Guidelines 12

14 Creative Section 6 Digital Ads Code: DA-EC pixels x 90 pixels Code: DA-EC-02 Code: DA-EC-03 Code: DA-EC-04 EfficiencyCrafted Code: DA-EC-05 EfficiencyCrafted Guidelines 13

15 Creative Section 6 Digital Ads 300 pixels x 250 pixels Code: DA-EC-06 Code: DA-EC-07 Code: DA-EC-08 Code: DA-EC-09 Code: DA-EC-10 EfficiencyCrafted EfficiencyCrafted Guidelines 14

16 EfficiencyCrafted Logo/ Request EfficiencyCrafted Logo Name Nature of Use (Specify: logo only, print, point-of-sale, brochure, website, etc.) Title Sample Submitted: Yes No A sample may be requested by authorizing agent Company Phone EfficiencyCrafted Display Banners DB-EC-01 DB-EC-02 Print Ads PA-EC-01 PA-EC-02 PA-EC-03 PA-EC-04 PA-EC-05 Digital Ads DA-EC-01 DA-EC-02 DA-EC-03 DA-EC-04 DA-EC-05 DA-EC-06 DA-EC-07 DA-EC-08 DA-EC-09 DA-EC-10 Proof Submitted: Yes No A proof may be requested by authorizing agent Today s Date Date(s) of Use For completion by AEP Ohio or Columbia Gas of Ohio representative. Permission Granted by: Name Title Company Phone Date Sample Submitted: Yes No Proof Submitted: Yes No Permission of use granted until (date): EfficiencyCrafted Guidelines 15