833 / 878
Premier–12–53
Co-operative Program - Merchandising (continued)
Co-operative Program - Advertising
Advertising
The following guidelines will help you make decisions when placing advertisements in your local newspapers,
television stations and other media.
1.
Any failure to follow the guidelines detailed in this publication will result in a denial of claims.
2.
Co-op credits will be adjusted proportionally when other vendors are included. (For example: windows, countertops and
other cabinet lines.)
3.
Failure to use the Wellborn logo according to guidelines located in this section or failure to use the Wellborn logo at all
will result in a denial of your Co-op claim.
A. Television and Radio Advertising
Eligible for 50% Co-op Reimbursement
•
Includes time cost for television and radio advertisements.
•
The Wellborn Cabinet, Inc. name is to be stated in the voiceover and logo must appear in the television commercial.
• Television and Radio Commercials for 30 second and 60 second spots ready for dealer tag are available from
Wellborn.
• Production costs for broadcast media do not qualify for Co-op.
• When other brands or products are included, reimbursement will be calculated and prorated based on the
percentage of the ad that features Wellborn brands or products.
B. Company Website
Eligible for 50% Co-op Reimbursement
Each website submitted is subject for review. The true Co-op percentage eligible is based on the number of pages
featuring the Wellborn Cabinet Inc. logo and product. The cost of the website will be prorated for other vendors
present on the website. The vendors present on the website include all brands of products in addition to faucets,
countertops, windows, etc. See examples provided on the WAY Site.The amount of funds eligible will be determined
based on these factors.
• Website requirements:
• Must use the approved Wellborn Cabinet, Inc. logo
• All photography must provide an indication to be Wellborn Cabinet, Inc. product
• Claim Submittal Requirements
• Must provide the name of the website so we can visit the website to verify logos and content
• An invoice from the webmaster or the website creator
C. Internet Advertising
Eligible for 50% Co-op Reimbursement
Internet advertising on websites by authorized dealers to drive traffic and Wellborn Cabinet sales will be considered
for reimbursement by Wellborn on their merit including:
• Internet Banner Ads—Stationary digital image ads posted on an Internet site with a link to the advertiser’s
website. Internet Banner charges eligible for reimbursement include media cost and Internet management fees.
• Ad requirements: The ad must include a Wellborn Cabinet Logo that meets the Logo Requirements.
Wellborn Cabinet must be mentioned at least as many times as the advertiser’s name.
• Claim Submittal Requirements:
• Printout of the ad within the web page
• Vendor invoice detailing impressions, clicks and costs related to the banner ad, reference to the
site the banner is posted on, the site the banner ad will direct the user to and the campaign
activity dates
• Interactive Multimedia Ads—Internet ads that utilize an attracting agent, rich multimedia, video or audio device
and operate within available bandwidth to direct users to a designated website. Interactive Media charges eligible
for reimbursement include media cost and Internet management fees.
• Ad Requirements: The ad must include a Wellborn Cabinet Logo that meets the Logo Requirements.
Wellborn Cabinet must be mentioned at least as many times as the advertiser’s name.
B. Design Center and Samples
• Design Centers and Wall Mount Displays are not eligible for Co-op reimbursement. This is due to the standard
50% display discount received on these marketing items. However, if a dealer is ordering these marketing items
to be placed in builder and remodeler locations and does not receive a 50% display discount for them,
upon special
approval
, these will be allowed in the 100% Co-op Program. Special approval includes the Regional Manager and
Marketing Director. Replacement items and updating your Design Center or Wall Mount with new doors and
chips are eligible for 100% Co-op reimbursement.
• Samples ordered from Wellborn are also eligible for 100% Co-op reimbursement. For a list of all eligible samples,
please see the Marketing Materials Section.
• Touch Up Kits, Putty Sticks and Cabinet Care Items are also eligible for 100% Co-op reimbursement.