Guidelines/Co-Op Advertising Guidelines

Guidelines :: Co-Op Advertising Guidelines

Bryant^® Co-op Advertising Guidelines

The Bryant^® logotype, brand name and associated trademarks are valuable assets. They help consumers identify our products and services. They stand for quality, reliability, value and trust. In short, they help build sales.

To help you make the most of these assets in building your business, we have developed advertising materials. Many of these materials use a headline construction built around the word “Whatever,” which is part of our advertising tagline: Whatever It Takes.™

When used in a sentence, “Whatever” often denotes a broad range. By adopting this headline construction in the advertising materials, we are able to set up a wide series of heating and cooling challenges and then position you — the Bryant dealer — as the hero who can solve them. Please customize these materials in the appropriate areas with your image and brand logo. We provide guidelines for these modifications on nearly every page of the ad kit.

Auditing

The amount of dealer co-op allowance you have is governed by your distributor and the type of advertising you choose to do. In order to receive co-op reimbursement, you must adhere to certain brand guidelines and obtain prior approvals when called for. This is especially true of any locally produced advertisements. However, no prior approval is necessary when a dealer uses (with allowable modifications only) any materials published in the current Bryant ad kit.

Please contact your distributor for more information regarding the approval process of creative materials and dispersal of co-op advertising funds. If you choose to create your own materials locally and intend to seek co-op funds, you must receive authorization prior to running the ad.

Allowable Expenses

In general, nearly any media that strongly identifies the dealer with the brand is allowed. The term “media” refers to costs to broadcast, replicate and distribute print materials or purchase space. Media commissions are allowed only for media planning and other activities directly related to the placement of TV, radio and online media.

Qualified Expenses:

Costs for creative writing, design or other production costs associated with the creation of advertisements or TV and radio tags for broadcast.
Website development fees including SEO efforts and annual support costs such as hosting
All Surefire Local and MTA 360 costs
Online banner ads, pay per click and other SEM media including agency fees for media buying support
Search Engine Marketing (SEM)

SEM includes online banner ads, pay per click and other SEM media including agency fees for media buying support

Email marketing programs
Mobile advertising and coupons including agency management fees and media costs
Text message marketing including agency management fees
Internet Power Listings (such as)

Angie’s List^® program and advertising costs
Yahoo^® Local
Yelp^®
Google^® my Business
Google^® local service ads

Social media fees
Broadcast or cable television
Sponsorship of local TV or radio shows
Radio advertising
Print advertising such as local magazine, newspaper or newspaper inserts (FSIs)
Dealer direct mail, including printing and postage
Door hanger advertising
Custom dealer marketing tools, such as yard signs, stickers, magnets
Print and online yellow pages advertising
Billboards
Public bus billboards and ads
Public bench ads
Stadium or arena signage
Phone-on-hold messaging that includes the Bryant name and tagline

Also Qualified:

Many types of merchandising that include the approved logo and identify the distributor and/or dealer with Bryant brand also qualifies.

The purchase of Bryant produced consumer literature
The purchase of dealer designed consumer literature using the custom literature tool
Dealer truck decals
Jobsite signs
Dealer business signage
Dealer identification items, such as Bryant branded casual wear used in normal business operations and business/service decals
Dealer uniforms, including branded patches when purchased from the Bryant national provider (excluding cleaning services on purchased uniforms).
Dealer home shows, retail store kiosks and shopping mall kiosks featuring Bryant products prominently displayed. Includes booth cost, equipment cost at 50% of value, and brochure printing costs all of which must clearly identify the brand.
Youth sports sponsorships

Non-Qualified Advertising Items:

Any materials that violate any of the advertising standards, distributor advertising requirements, name and logotype use guidelines, and/or advertising copy guidelines as outlined in this Bryant, current year advertising guide.
Costs of offering rebates, credit and promotions
Any advertisements or merchandising that displays competitive items, equipment, brand names, etc. This includes mentions of any non-Bryant IAQ and control products.
Any online efforts directed to a landing page or website home page displaying competitive products.
Association dues and publication subscription or contribution expenses
Items not associated with the promotion of the brand

Marketing Fund Co-op Advertising Guidelines

Definitions of Bryant Logo and Tagline.

Brand logo = Bryant Heating & Cooling Systems logo (shown at right)
Tagline = “Whatever It Takes” tagline (either option shown to the right is allowed)	A)
	B)

Requirement Checklist by Media Type
Media	Actions required BEFORE publication	Documents required for APPROVAL SUBMISSION
Website/Surefire Local/mta360 Allowed: Site development fees, hosting and monthly Surefire Local or mta360 fees	Prominently feature Bryant logo with tagline on home page (logos appearing in photos are not considered sufficient) List and show Bryant products exclusively (Exception: BFAD websites may display competitive logo or names when referencing brands serviced. Non-FAD websites may note by competitive name (no logos) all brands serviced.	Vendor contract or invoice URL of website Pre-approval confirmation
Online SEO/SEM and targeted advertising including ad media buy, agency management fees, and costs for creative writing, design or other production costs	Internet banner ads must prominently display brand logo Copy-only based ads must include the use of the Bryant^® brand name Pre-approval required unless using ad kit materials	Vendor contract or invoice Print out of advertisement URL of landing website Pre-approval confirmation if dealer produced
Mobile Allowed: Ad media buy, agency management fees, and costs for creative writing, design or other production costs	Visual ads must prominently display brand logo. Copy-only based ads must include the use of the Bryant^® brand name Pre-approval required unless using ad kit materials	Vendor contract or invoice Print out of advertisement Phone number ad connects to Pre-approval confirmation if dealer produced
Social Media Allowed: Agency management fees and local video production for social media use	Twitter and like feeds must mention Bryant name Videos and social media pages must feature Bryant logo with tagline. Videos require pre-approval of script and storyboard	Vendor contract or invoice Printout of Facebook or other landing site of the social campaign
TV / Cable Allowed: Ad media buy, agency media commissions and costs for creative writing, design or other production costs	All ads must prominently feature Bryant logo with tagline Commercials greater than :15 seconds must also audibly mention brand name and “Whatever It Takes” tagline Commercials :10 to :15 seconds must also audibly mention brand name Commercials :10 seconds or less (e.g. Time & Temp ads) do not require audible mention of brand or tagline but must prominently feature brand logo with tagline. For commercials with no voiceover Bryant products must be shown along with prominently displaying the Bryant logo with tagline Pre-approval of script required unless using ad kit materials	Month end invoice from the station Script including Notarized Affidavit and matching to invoice - may reference ad ID#. Pre-approval confirmation if dealer produced Media commissions must be on invoice from media vendor and must be a separate line item. Creative development and production fees cannot be funded with media commissions. Media commissions should not exceed 17% of the total media cost for reimbursement
Radio Allowed: Ad media buy, agency media commissions and costs for creative writing, design or other production costs	Spots longer than :15 seconds must audibly mention brand name with "Whatever It Takes" tagline Spots less than :15 seconds (e.g. time and temperature ads) must audibly mention Bryant Pre-approval of script required unless using ad kit materials	Month end invoice from the station Script including Notarized Affidavit and matching to invoice - may reference ad ID#. Pre-approval confirmation if dealer produced Media commissions must be on invoice from media vendor and must be a separate line item. Creative development and production fees cannot be funded with media commissions. Media commissions should not exceed 17% of the total media cost for reimbursement
TV and radio program sponsorships Allowed: sponsorship and product costs	Bryant brand name must be prominently mentioned Any visual materials featuring dealer must include the Bryant logo	Month end invoice from the station Script including Notarized Affidavit and matching to invoice - may reference ad ID#. Pre-approval confirmation if dealer produced Media commissions must be on invoice from media vendor and must be a separate line item. Creative development and production fees cannot be funded with media commissions. Media commissions should not exceed 17% of the total media cost for reimbursement
Printed advertisements Allowed: Purchase of media and costs for creative writing, design or other production costs	Prominently display brand logo and copy must include the tagline. Logo must be at minimum 50% the size of the dealer's logo and no less than 1 inch in width (logos appearing in photos are not considered sufficient) Pre-approval required unless using ad kit	Original tear sheets (showing name of publication and date) Original itemized invoice with brand clearly marked Pre-approval confirmation if dealer produced
Direct Mail and Door Hangers Allowed: Costs of printing, mailing/distribution and costs for creative writing, design or other production costs	Prominently display brand logo and copy must include tagline. Logo must be at minimum 50% the size of dealer's logo and no less than 1 inch in width (logos appearing in photos are not considered sufficient) Pre-approval required unless using ad kit	Vendor invoices for printing and postage for direct mail Original itemized invoice with brand clearly marked A sample of item (original, faxed or emailed) Pre-approval confirmation if dealer produced
Billboards Allowed: Costs of billboard space rental and costs for creative writing, design or other production costs	Prominently display brand logo with tagline. Logo must be at minimum 50% of dealer's logo. (logos appearing in photos are not considered sufficient) Pre-approval required unless using ad kit	Vendor contract or original invoice. Invoices need to show posting dates, location and ad ID# Photograph of the billboard each time the board changes. Pre-approval confirmation if dealer produced
Other Signage Allowed: cost to purchase business location main signage and banner stands	Prominently display brand logo. Logo must be at minimum 50% the size of dealer's logo (logos appearing in photos are not considered sufficient) Pre-approval required unless using Bryant designed items through a pre-approved Bryant materials vendor	Vendor contract or original invoice Photograph of the installed sign Pre-approval confirmation (Exception: pre-approved art from a Bryant Dealer Discounts vendor)
Phone-on-hold messaging	Must mention Bryant brand name and "Whatever It Takes" tagline	Vendor original invoice Copy of script Pre-approval confirmation if dealer produced
Truck Graphics	Prominently display brand logo with tagline. (logos appearing in photos are not considered sufficient) Logo must be at minimum 50% the size of dealer's logo	Vendor original invoice Photos showing all four sides of the vehicle
Merchandise, clothing and uniforms	Prominently display brand logo. Logo must be at minimum 50% the size of dealer's logo and no less than 1 inch in width Logo must be displayed in Bryant colors or black & white	Vendor original invoice Sample or photo of item
Youth sponsorships – To be eligible, must have branded advertisement or apparel (e.g. sports or clubs)	Any visual materials featuring dealer such as uniforms or signage must include the Bryant logo	Invoice for sponsorship Images of apparel or signage
Ratings & Reviews	NA	Vendor contract or invoice

Additional Guidelines

Along with Bryant Marketing Fund Co-op Advertising Guidelines, your ads must also meet legal requirements. To be eligible for co-op advertising funds, follow these guidelines, always be truthful and avoid miscommunication.

Warranties

All references to warranties must conform to federal, state and local regulations. When a dealer creates its own warranty, it must be clearly stated that warranty responsibility lies with the dealer, not the manufacturer. Because many states now regulate the sale of third-party warranties, and because of the tremendous financial liabilities associated with dealer or third-party issued warranties, Bryant strongly discourages this practice.

Professional Claims

Only Bryant dealers who have fully met the requirements for Factory Authorized Dealer status and have been confirmed through the manufacturer may claim to be Factory Authorized. Bryant Heating and Cooling Systems and your Bryant distributor are required to pursue any false claims in the interest of providing consumers with factual information.

“Free” Offers

The word “free” should be used with extreme caution. Many states regulate or prohibit “free” offers in connection with the sale of goods or services. When “free” or “bonus” or an equivalent are permitted and are used in conjunction with a bonus offer for purchasing equipment, the bonus price cannot be passed on.

Special Offers

When you are advertising a special price, be sure to include the following: “For a limited time only. Call for details.” A discount is an additional cost to promote a sale. When advertising discounts and rebates, you cannot raise your price to cover an advertised discount or rebate. Local authorities may elect to prosecute misleading advertising of this nature.

Financing Offers

Extra caution should be exercised when mentioning financing offers in advertisements. It’s important to note:

Approval of materials for co-op funding does not, in any way, imply legal compliance or appropriateness of language related to dealer financing offers
The advertising dealer is responsible for conforming to Federal, local and financing provider requirements in order to avoid violation of the law
Dealers and distributors should work closely with their financing vendor to ensure appropriateness of advertising content

Advertising Ethics

When creating your Bryant advertising, you must always display good business ethics—the disparagement of competitors will not be tolerated. Your communications must meet regulations set forth by the Federal Trade Commission (FTC), as well as other required federal, state and local laws. Dealers should promote their businesses in a straightforward, factual fashion just as they would expect from other businesses.

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Bryant® Co-op Advertising Guidelines