Sage Pastel Accounting Marketing guidelines

Transcription

1 Sage Pastel Accounting Marketing guidelines April 2014

2 Contents This Contents is A4 headline text 32/32pt It is intended to be read but have no meaning Section 1: Sage Pastel Accounting Business Partner guidelines Compliance with these guidelines Appearance of the Sage Pastel Accounting logo Description of a Business Partner Use of domain names Use of trademark names in social networking sites Websites Trademarks and related Updates to the Sage Pastel brand Prior approval by Sage Pastel Accounting Restricted use of Sage Pastel Accounting logos 6 Section 2: Applying the Sage Pastel brand Sage Pastel Accounting Business Partner logos Sage One Accounting Certified Adviser logos Rules when using Business Partner logos Font and size specifications Use of Sage Pastel Accounting product boxes signatures Photography 11 Section 3: Internal Marketing Stationery Signage Outdoor Vehicle Telephone etiquette PowerPoint presentation template 12 Section 4: Advertising guidelines Where can you use the Business Partner logos? Radio advertising Listing in a telephone directory 13 Section 5: Digital and Google 14 Section 6: Public relations 15 Section 7: Marketing rebates When will Sage Pastel Accounting pay Business Partner marketing rebates? How is your marketing rebate calculated? Important information when claiming marketing rebates 17 2

3 Should you have any queries regarding Sage Pastel s branding campaigns or the marketing guidelines, please contact: 1. Gabrielle Sporen (Sage Pastel Accounting) Tel: Fax: gabrielle.sporen@pastel.co.za 2. Estelle Snyman (Sage Pastel Accounting International) Tel: Fax: estelle.snyman@pastel.co.za 3. Meagan Harris (Sage Pastel Payroll & HR) Tel: Fax: meagan.harris@pastelpayroll.co.za 3

4 Section 1 Section 1: Sage Pastel Accounting Business Partner guidelines In order for Sage Pastel Accounting to assist our Business Partners in the correct use of the Sage Pastel brand, we have developed a set of guidelines that set out how and when the Sage Pastel brand can and cannot be used. 1.1 Compliance with these guidelines You agree: To comply with these guidelines in all aspects of your use of the Sage Pastel brand, the Sage Pastel Accounting logo and Sage Pastel Accounting products; To comply with any applicable advertising codes issued by the Advertising Standards Authority or any other regulator with competent authority; To comply with all advertising and marketing laws including but not limited to those covering print, electronic and fax marketing; Not to describe the Sage Pastel brand or Sage Pastel Accounting products in a detrimental or degrading manner; Not to pass yourself off as a Sage Pastel employee nor pass your business off as Sage Pastel Accounting. 1.2 Appearance of the Sage Pastel Payroll & HR logo Where you are permitted to reproduce the Sage Pastel Accounting Business Partner logo, it must be reproduced only from master artwork, which is available on the Reseller Zone on Alternatively, please gabrielle.sporen@pastel.co.za. 1.3 Description of a Business Partner It must always be made clear to customers that you are promoting and supplying products in your capacity as a Sage Pastel Accounting Authorised Business Partner or Authorised Training Centre, etc. This should include clear notification of your business name, trading address and logo as well as the fact that you are a Sage Pastel Accounting Authorised Business Partner or Certified Adviser or Forum Partner or Authorised Training Centre or Authorised Stationery Distributor. It must be made clear to customers that they are entering into a contract with you as an independent contractor, and not any member of the Sage group of companies, and that you are not authorised to act on Sage Pastel Accounting s behalf. In addition, your company/business name, registered number (if applicable) and registered/main office address must appear on all note paper, purchase orders, invoices, marketing materials, sales brochures, websites, social media sites and other public facing material used by you in relation to Sage Pastel products and services. 1.4 Use of domain names Unless otherwise agreed in advance by Sage Pastel in writing, no website or social media shall include the word Pastel or the names of any Sage Pastel Accounting products in its domain name or vanity URL. This include Sage Pastel My Business, Sage One Accounting, Sage Pastel Xpress, Start-up, Sage Pastel Xpress, Sage Pastel Partner, Sage Evolution by Sage Pastel, Sage Pastel Business Intelligence Centre, Sage Pastel 4

5 Section 1 LegalWrite, Sage Pastel BEE123, Sage Pastel Auditor, Sage Pastel ACT!, and all other names relating to the Sage Pastel range of add-on modules. If you register or have already registered a domain name containing the word Pastel, Sage Pastel, Sage Pastel Accounting, or any of Sage Pastel Accounting s product names, you shall transfer all rights to and ownership of such a domain name to Sage Pastel Accounting at your own expense and upon the request of Sage Pastel Accounting. 1.5 Use of trademark names in social networking sites When participating in a social networking site (e.g. Facebook, Twitter, LinkedIn, Digg, Reddit, Blog or Forum) the word Pastel, Sage, Sage Pastel, Sage Pastel Accounting may not be used in your page or profile name to gain business. You may only use your company name when listing on a social networking site. For example, calling your Facebook page Sage Pastel Accounting Software is not permitted. 1.6 Websites Your website must make it clear in both your domain name and at the top of every page of your website exactly who you are (using both your business name and, if applicable, your trading name). Other than technical specification wording, you may not copy text nor certain graphics from any Sage Pastel websites. The copyright in such material is owned by Sage Pastel. You are allowed to place a hyperlink from your existing or future websites to any of our websites only if you have received preapproval on the following elements: the design of the hyperlink; the size and type of logo used; the position of the link on the website. 1.7 Trademarks and related Any trademarks or trade names used (otherwise than in accordance with these guidelines) or created by you shall not incorporate the word Pastel, Sage, Sage Pastel Accounting or the names of any of the Sage Pastel Accounting products. In the event that such a trademark (whether registered or unregistered) is used or created by you, you shall transfer all rights to and ownership of such trademarks to Sage Pastel Accounting at your own expense and upon our request. Examples of trademark infringement include but are not limited to domain names, social media, vanity URL s, business names, addresses, telephone directory listings, outdoor signage, print and radio advertising, telephone numbers etc. 1.8 Updates to the Sage Pastel brand Sage Pastel Accounting shall notify you in writing of any updates or amendments to any aspect of the Sage Pastel brand (whether to the Sage 5

6 Section 1 Pastel Accounting logo, straplines or otherwise). Any amendments to the Sage Pastel logo must be made in accordance with the master artwork, which will be made available to you by Sage Pastel Accounting. Unless otherwise notified, you are free to use up existing stock of material at the time of notification, before commencing use of stock incorporating the amended or updated Sage Pastel brand. Existing stock may be used for a maximum period of 6 months after the date of notification by Sage Pastel Accounting of any amendments. Please ensure that you utilise the logos available on the Reseller Zone on www. pastel.co.za. 1.9 Prior approval by Sage Pastel Accounting Sage Pastel requires sight of all sales, marketing or promotional materials to be used by you in which you wish to incorporate part or all of the Sage Pastel brand or Sage Pastel Accounting logo. If we reasonably require changes to be made to your sales, marketing or promotional material, we shall notify you accordingly and you shall make such changes prior to the first use of the sales, marketing or promotional material in question. You agree to amend any sales or promotional materials in accordance with our instructions and at your own expense where such documents do not (in Sage Pastel Accounting s reasonable opinion) comply with these guidelines (as may be amended and notified to you from time to time) Restricted use of Sage Pastel logos The following logos are either outdated or are the sole property of Sage Pastel and may not be utilised under any circumstances: ACCOUNTING & ERP 6

7 Section 2 Section 2: Applying the Sage Pastel brand 2.1 Sage Pastel Accounting Business Partner logos (Applicable to Authorised Sage Pastel Resellers only) Sage Pastel Accounting s Business Partner programme provides for a number of different status levels which are reflected in the branding permitted for your use. Business Partner (Referral, Bronze, Silver, Gold, Platinum and Diamond statuses also have the status included in the Business Partner logo) Forum partner (Non-selling, Bronze, Silver, Gold, Platinum and Diamond statuses also have the status included in the Business Partner logo) Authorised Training Centre Authorised Stationery Distributor Example: Multiple affiliations If you have more than one status level with Sage Pastel Accounting, you are able to stack your logos as per the example below. This allows you to advertise all of the grading levels that you have with Sage Pastel Accounting. Vertical logo Example: Single affiliation Below is an example of a single affiliation Business Partner logo. Where the legibility of a multiple affiliation logo may be compromised, we encourage Business Partners to make use of a single affiliation logo. Vertical logo Example: Combined Payroll & Accounting affiliation Below, please find the combined Sage Pastel Accounting and Sage Pastel Accounting Business Partner logo. Only use the combined affiliation if you are required to include both affiliations in one creative execution and the advert size is too small to incorporate the Sage Pastel Accounting and Sage Pastel Accounting affiliations respectively. Vertical logo Horizontal logo 7

8 Section Sage One Accounting Certified Adviser logos Below is an example of a single affiliation Certified Adviser logo. Vertical logo Horizontal logo 2.3 Rules when using Business Partner logos The Sage Pastel Accounting logo is the property of Sage Pastel Accounting and no unauthorised use is permitted. Authorised resellers are only permitted to use Sage Pastel Accounting Business Partner logos. Resellers are not allowed to use the mark Sage Pastel in any other manner other than incorporated in such logos. Permission to use the Sage Pastel Accounting Business Partner logos and any related materials will only be granted to those individuals and/or organisations that have signed and returned their Sage Pastel Accounting Business Partner or Certified Adviser contract (available on the Reseller Zone, on Sage Pastel Accounting may not be advertised in close proximity to any competitive company or product. Sage Pastel Accounting must grant permission in writing for any other form of usage other than specified here. 2.4 Font and size specifications The wording in the Sage Pastel Accounting Business Partner logos cannot be broken down into specific typefaces. The original typefaces have been updated to create artwork for each specific status. There are not typefaces for each Business Partner logo and artwork is to be used as a whole. Logos must be utilised in the fixed artwork format as provided and cannot be broken down into the original typefaces. The logos must be clear and create impact and the size should never be smaller than 28mm (w) for vertical logos and 14mm (h) for horizontal logos. The primary typeface to be used for titles, headlines, body copy and highlights is Arial. The recommended font colour to utilise it black. In marketing executions try and not use more than 2 different fonts, in order to keep the advert uncluttered. Should you want to introduce more colours, stick to two colours and use those of your dealership logo. 8

9 Section Use of Sage Pastel Accounting product boxes The Sage Pastel Accounting range includes: Sage Pastel Accounting product box shots can be used for Business Partner websites and above-the-line advertising (print and outdoor). Business Partner logos must be present if box shots are used. For quality purposes you must use the original vector based design file (Freehand or EPS). The box shots must be printed with a minimum of 5mm clear space around all four sides. To ensure the Sage Pastel Accounting product boxes create impact, the image size should never be smaller than 15mm (h) x 15mm (w). Please ensure that the boxes are not stretched or distorted. To re-size boxes click on the top left corner and drag to size. Please note: Effective from 01 January 2014, Sage Pastel Accounting will no longer make use of individual or organic shapes. There will also be no blue within our colour palette. 9

10 Section signatures Below, please find a recommendation for your Business Partner signature. Name Surname Job Title Insert your Business Partner Company Name here T. insert your telephone number and area code D. insert your direct line and area code M. insert your mobile number F. insert your fax number and area code S. Insert your Skype name (if applicable) Insert your address I Insert your website address Insert your address Office Park Name street number and name Suburb City Country Area Code [Insert your company logo here] Make sure your company logo is less than 300kb. We recommend you use your logo in a Jpeg format (72 dpi). Get your Business Partner logo from the Reseller Zone on Zone on Template and instructions for how to apply the recommended signature is available on the Reseller Zone on www. pastel.co.za. 10

11 Section Photography People imagery is an important ingredient in the visual identity and it brings our brand essence of an Extra ordinary customer experience to life. When using imagery or if you embark on a photo shoot, please ensure that the overall style of the photography show: - Natural, fly-on-the-wall approach, depicting an honest working environment with real, confident people going about their daily business; - Natural light wherever possible; - Natural poses, looking positive, relaxed and confident (it mustn t look staged); - People wear colourful clothing that is not always a suit and can be smart casual; - Camera angle is on the same eye level as the subject. 11

12 Section 3 Section 3: Internal marketing Section 3: Internal marketing 3.1 Stationery Business Partner logos may be used on all stationery. The recommended minimum size for the Sage Pastel Accounting Business Partner logo is <14mm> across in height for the horizontal logo and <28mm> across in width for the vertical logo. Horizontal logo Vertical logo 28mm width Logos must always be 12mm from the top and right edge of the page for the following: - Letterheads - Compliment slips - Envelopes (DL, C5, A4) - Facsimile cover sheets (DL) 14mm height 3.2 Signage Outdoor The Business Partner logos, status levels and product box shots may be integrated into internal and external signage. Use of the Sage Pastel Accounting product logos are not permitted on external signage. You may only use your Business Partner logo. All reference to Sage Pastel Accounting must be removed Vehicle The Business Partner logos, status levels and product box shots may be integrated into your vehicle signage. Should you wish to brand your vehicle and want to claim the Sage Pastel Accounting marketing rebate, the signage must be approved by Sage Pastel Accounting before you proceed with the production. Normal rebate terms and conditions will apply (see Section 7 for more information). 3.3 Telephone etiquette No reference may be made to Sage Pastel, Sage Pastel Accounting or Sage Pastel Accounting in pre-recorded telephone messages, nor during the course of answering any telephone calls. Naturally, if the topic of supply of products and related services or the like is broached, these terms may be used in a descriptive manner. 3.4 PowerPoint presentation template Please refer to the Reseller Zone on in order to download the PowerPoint template that you can utilise for presentation purposes. 12

13 Section 4 Section 4: Advertising guidelines 4.1 Where may you use the Business Partner logos? Business Partner logos may be used in the following marketing collateral: Billboards and street pole advertising Print media Radio (must be mentioned in the script) Brochures Website Banners & posters Telephone directories Promotional items Vehicle branding Social media sites 4.2 Radio Advertising When producing a radio advert, the following may be mentioned: <Your company name> is a Sage Pastel Accounting Business Partner and a distributor of Sage Pastel Accounting products. Or <Your company name> is a Sage One Accounting Certified Adviser and a distributor of Sage Pastel Accounting products. No radio advert may be produced on any Sage Pastel Accounting product without permission from the Sage Pastel Marketing Departments (Payroll and / or Accounting) on the contact details listed in the contents section of this document. 4.3 Listing in a telephone directory When listing in telephone directories (Telkom Yellow Pages, Telkom White Pages, Braby Directories, etc) the word Pastel, Sage, Sage Pastel or Sage Pastel Accounting may not be used to gain business. You may only use your company name when listing in any directory. For example, listing your company in the telephone book as ABC Sage Pastel Accounting Software is not permitted. 13

14 Section 5 Section 5: Digital and Google When advertising on Google Adwords (PPC), your ads may not contain the words Pastel, Sage or Sage Pastel Accounting in order to gain business. For example, advertising yourself ABC Sage Pastel Accounting Software is not permitted. Follow these recommendations when setting up your Google PPC ads: - Headline: 25 characters (including spaces). In the headline of your ads, we recommend you use your own company name or Payroll Certified Partner or HR Certified Partner. - Second line description: 35 characters (including spaces) - Third line description: 35 characters (including spaces) - Display url: 35 characters (including spaces). The display url may not contain the words Pastel, Sage Pastel, Sage Pastel Accounting or any of Sage Pastel Accounting s product names. When setting up your meta data in the backend of your website, follow these recommendations: - Title: 69 characters (including spaces) - Description: 160 characters (including spaces) - Keywords: 20 words Should you have any queries, please contact Gabrielle Sporen at gabrielle.sporen@pastel.co.za. 14

15 Section 6 Section 6: Public relations The following activities are classified as public relations: - Press releases - Advertorial - Newsletters - Internal & external communications When producing any PR activity the following may be mentioned: <Your company name> is a Sage Pastel Accounting Business Partner and distributor of Sage Pastel Accounting software. Please submit all press releases to the Sage Pastel Accounting marketing department for approval prior to dissemination. Contact details for the Sage Pastel Accounting marketing department are available in the contents section of this document. 15

16 Section 7 Section 7: Advertising rebates 7.1 When will Sage Pastel Accounting pay marketing rebates? Sage Pastel Accounting will pay rebates for: Print and press media provided the newspaper / magazine adverts appear in an appropriate industry related magazine / newspaper (excluding telephone directories). Streetpole / billboard advert provided that the artwork for the adverts is approved by Sage Pastel Accounting in advance and that the appropriate box shots and Business Partner logos are used in the artwork. Website banner / button adverts - provided that the artwork for the banner / button adverts are approved by Sage Pastel Accounting s marketing division. Sage Pastel Accounting will not pay marketing rebates for: - Stationery - Business location signage (excluding vehicle branding) - Banners - Posters - Websites design and SEO / Google biddings - Advertorial - Telephone directories - Radio advertising - Golf days - End user events (Sage Pastel Accounting will however provide promotional items if the end user event has been approved by the Sage Pastel Accounting Channel department). Sage Pastel Accounting will not contribute towards production, design, litho positives or any other secondary costs incurred in producing an advert. An advertising rebate will not be considered unless the Sage Pastel Accounting marketing department has approved your advert or event prior to production of the event taking place. 7.2 How is your marketing rebate calculated? Please take the time to familiarise yourself with the rebate formula as detailed below. Should you have any questions please contact the Sage Pastel Accounting marketing department on The deadline for marketing rebate submissions is the end of September, every year. Marketing rebates will be paid out during the month of October every year. Only PCI s (Silver, Gold, Platinum and Diamond Statuses only) qualify for marketing rebates. Claimable from 01 October until 30 September every year. The amount available to Business Partners for rebate will total 5% of your annual turnover. Once your advert / end user event have been approved by the Sage Pastel Accounting marketing department, a refund in the form of a credit note will be passed in October. (Annual rebates) Sage Pastel Accounting will contribute towards 50% of your advertising / event expenditure, excluding production or set-up 16

17 Section 7 costs, provided the amount does not exceed 5% of annual turnover. If you include Accounting and Payroll products, Sage Pastel Accounting will only contribute 25%, seeing that you will also be able to benefit from the marketing rebate paid out by Sage Pastel Accounting. 7.3 Important Information when claiming marketing rebates The rebate will be paid subject to the following conditions: The Business Partner must abide by Sage Pastel Accounting s marketing guidelines. Correct use of the logos and branding must be applied. You must obtain prior written approval from the Sage Pastel Accounting marketing department. Claims will only be rebated if the Business Partner s accounts are not overdue. What information is required when claiming an advertising rebate? A copy of the advert as it appeared in the publication / newspaper. A copy of the invoice from the relevant publication / newspaper. Proof of your payment to the publication / newspaper. A copy of the approval of the Sage Pastel Accounting marketing department. Competitors If the advert you place is only advertising Sage Pastel Accounting products, then Sage Pastel Accounting will contribute 50% of the value, subject to the correct procedures having been followed and subject to the amount not exceeding 5% of your annual turnover. If there are 3 brand names on an advert and only one is a Sage Pastel Accounting product, Sage Pastel Accounting will only pay 1/3 of the total amount of the advert. Should the advert include a competitive product or service, no marketing rebate will be considered. 17

18 Sage Evolution 102 Western Service Road Gallo Manor Ext 6 Johannesburg 2191 South Africa JHB CT DBN Sage Pastel International Tel: info@sagepastel.com Sage Pastel Middle East Tel: meinfo@sagepastel.com Sage Pastel West Africa Tel: info.wa@sage.com Sage Pastel East Africa Tel: info.ea@sage.com