

Premier–12–54
Co-operative Program - Advertising (continued)
• Claim Submittal Requirements:
• Print out of the ad within the web page
• Vendor invoice detailing impressions, clicks and costs related to the multimedia ad, reference to
the site the ad is posted on, the site the multimedia ad will direct the user to and the campaign
activity dates
• Search Engine Marketing/Pay-per-Click Advertising—Internet ads (i.e. sponsored links, sponsored ads) placed by a
dealer where the advertiser pays a host only when their ad or keyword relevant to their target market is clicked
with a search engine, such as Google AdWords, Yahoo Search Marketing or Microsoft adCenter, and the dealer
pays a specific amount for “Pay per click” (PPC). Charges eligible for reimbursement include only PPC providers
that employ click fraud prevention and automated systems to guard against abusive clicks by competitors or
corrupt web developers.
• Campaign must include the Wellborn Cabinet name. Ads must include a Wellborn Cabinet logo that
meets the Logo Requirements
• Printout of the search engine/PPC ad dated during the time of the purchased campaign period
• Media provider list of top 100 keywords used in the search
• Media provider invoice detailing media cost, campaign activity, statistics on click-thru’s and sites the
media was placed
Approved Internet ads must:
• Include the Wellborn Cabinet logo that meets the Logo Requirements
• Be geographically targeted to drive traffic only in the dealer’s assigned sales territory
Expenses for Internet advertising on appropriate websites will be reimbursed as follows:
• Internet Ads as described above qualify for 50% reimbursement.
• In the case where multiple products share the ad, Wellborn will determine in its sole discretion the
appropriate percentage for reimbursement.
• Production costs associated with Internet advertising are not eligible for reimbursement.
D. Houzz Professional Listings/Wellborn Cabinet Projects
• Ad requirements:
• You must create a project labeled Wellborn Cabinet or Wellborn Cabinet, Inc. and use this to
keep your Wellborn Cabinet products located. (Please note, we can be found by searching
Wellborn Cabinetry)
• Provide a link to your Houzz Pro Site
• Provide a screenshot or link to your professional listing
• When using Wellborn Cabinet in your projects, make sure you add our name in your
keywords or description of the project photos when the Wellborn Cabinet product is shown.
E. Newspapers, Magazines, Catalogs, Shopper Circulars, Flyers and Inserts
Eligible for 50% Co-op Reimbursement
• Space cost for print advertisements and space cost for inserts.
• Digital images are available from Wellborn for ad creativity. See page MM-19 for more information.
• The Wellborn logo must appear on ad equivalent to size of dealer logo.
• Tear sheets must accompany invoices and Co-op claim form.
• 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.
F. Direct Mail, Email and Lead Response
Eligible for 50% Co-op Reimbursement
• Direct mail, email, lead management response and similar direct response communications on Wellborn’s behalf
which are distributed in the dealer’s local trading area qualify for 50% reimbursement of Wellborn’s portion of the
printing, postage/distribution cost or campaign cost.
• The direct response piece must prominently feature the Wellborn name and Wellborn logo that meets the Logo
Requirements. The Wellborn brand name must be mentioned at least as many times as the advertiser’s name.
• For printed material, claims must include:
• Copy of printed piece
• Media provider’s invoice substantiating preparation, printing, distribution/mail receipts stating number of pieces
mailed/distributed, rate and total postage cost, or supplier’s invoice showing certification of distribution.
• For Email Marketing, claims must include:
• Printout of the sent email campaign showing campaign email title and date message was sent
• Media provider's invoice indicating email marketing charges and campaign dates
• Tracking report detailing the email subject line, number of emails sent and date emails sent
• 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.