Prior Approval - Kawasaki Ad Planner

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Prior Approval - Kawasaki Ad Planner
TABLE OF CONTENTS 1
Co-­‐op Funds 2 2 3 The “Five Mandatories” of Kawasaki Co-­‐op Advertising Prior Approval Promotional & Event Marketing Paid Search – Pay-­‐Per-­‐Click Advertising Kawasaki Approved Dealership Uniforms Website Fees Co-­‐op Claims 4 5 6 7 8 9 10 •
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Base Allowance Kawasaki Co-­‐op Resource Center Additional Funds 2 Co-­‐op Resource Center •
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Vendor Accounts Reimbursement •
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Amount Process and Timing Claim Submission Co-­‐op Checklists 11 Kawasaki Showroom Shop •
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17 18 18 18 31 32 34 34 POP Allocation Kawasaki Ad Planner Integration Packages 12 Dealer Group Advertising 13 General Requirements 14 Dealer-­‐created Advertisement Requirements •
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Logo Usage Trademark Requirements Trademark Usage Instructions Non-­‐compliant Verbiage Pricing Safety Guidelines Disclaimers 15 Regulations 16 FAQs 17 Important Websites 18 Contact Info 2 1. CO-­‐OP FUNDS Base Allowance Dealers will accrue Base Co-­‐op funds based on 1% of the total dollar amount of dealer net invoice for units shipped of Kawasaki Motorcycles, ATVs, JET SKI® watercraft, MULE™ side x side vehicles and TERYX® side x side vehicles from January 1, 2014 to December 31, 2014. Base Co-­‐op funds are allocated on an annual calendar-­‐year basis. Units must be invoiced to a dealer from Kawasaki in order to be eligible for Co-­‐op allocation; therefore, dealer-­‐to-­‐dealer sales are not eligible. A dealer’s 2015 Base Co-­‐op Allowance can only be applied to advertising done in 2015. If unused, 2015 Base Co-­‐op Allowance funds do not “roll over” to the next year. Additional Funds Special programs allocating additional funds may run throughout the year and will be announced in Marketing Bulletins, Sales Bulletins and/or Ad Alerts. 2. KAWASAKI CO-­‐OP RESOURCE CENTER The Kawasaki Co-­‐op Resource Center is the online resource for managing Co-­‐op funds. It can be found by navigating to www.Kawasaki-­‐Co-­‐op.com. The Co-­‐op Resource Center allows for all of the following: • Check available Co-­‐op funds • Electronic Claim (eClaim) submission • Request prior approval directly from the website (see page 6 for more detail) • A summary of recent Co-­‐op activity at a glance • Track the life cycle of a claim as it completes the approval process with real-­‐time updates (see page 10 for more detail) • Clear, concise Co-­‐op prior approval and audit details • Ability to resubmit directly from claim and/or prior approval detail Vendor Accounts A vendor can set up his or her own account to file claims and prior approvals for a dealer, as well as track the progress of what has already been submitted. For a vendor to take advantage of the new feature, he or she must first create an account on the Co-­‐op Resource Center by following the link on www.KawasakiCo-­‐op.com. Once signed up, the vendor must apply for approval to act on a dealer’s behalf. A vendor who is logged in to the Co-­‐op Resource Center can submit for dealer approval by clicking on “Request Dealer Approval” in the “My Co-­‐op” drop-­‐down menu. The dealer will receive an email notifying them that a request for permission has been submitted. The vendor should also notify the dealer that the request has been submitted. 3 The dealer will then be able to approve or deny a vendor’s access by logging in to the Co-­‐op Resource Center and clicking on “Vendor Requests” in the “My Co-­‐op” drop-­‐down menu. When approving a vendor request, dealers can also choose to give the vendor permission to view their available Co-­‐op funds. For more information on the Kawasaki Co-­‐op Resource Center, please refer to the “Kawasaki Co-­‐op Resource Center Guide” on the “Co-­‐op Program” tab of Kawasaki Ad Planner (www.kawasakiadplanner.com) or call Kawasaki Co-­‐op Advertising Management at (800) 292-­‐0444 for a quick tutorial. 3. REIMBURSEMENT Amounts Dealers are encouraged to use Kawasaki-­‐created materials and will be reimbursed at one of two standard amounts depending on materials or if the activity is determined to be Kawasaki-­‐supported: • Kawasaki-­‐created materials or Kawasaki-­‐supported activity – 60%/40% • Dealer-­‐created materials – 50%/50% Process and Timing Reimbursement is applied to the dealer’s Open Parts Account in the form of a credit. Typically, dealers will receive reimbursement within three to four weeks of their claim being approved by the Advertising Checking Bureau (ACB). Note: Kawasaki will not reimburse fees associated with any of the following: • Agency fees • Talent fees • Photography • Production charges (except for Direct Mail) • Food, refreshments, tents and party rental equipment • Aftermarket promotional items (T-­‐shirts, hats, tchotchkes, etc.) • Display components, set-­‐up, dismantling, and operating costs (rental, labor, shipping and logistics, security, electrical, etc.) For questions regarding what qualifies for reimbursement and what exceptions may be in order, please contact Kawasaki Co-­‐op Advertising Management at (800) 292-­‐0444. 4 4. THE “FIVE MANDATORIES” OF KAWASAKI CO-­‐OP ADVERTISING Dealer-­‐created advertisements must not violate any of the mandatories below. All dealer-­‐created advertisements MUST receive prior approval to receive Co-­‐op reimbursement. 1) Exclusively Advertise Kawasaki Products No advertising and/or mention (inference) of other brands, products, names or logos is allowed. The only exception to this rule is if the dealership name (DBA/Doing Business As) and/or website contain a brand other than Kawasaki. 2) Specifically Identify the New or Current Year Model A clear illustration and identification (model name and year) of at least one new or current year Kawasaki product must be included in all advertising. Used products are NOT eligible. Images for all current year Kawasaki products can be found on Kawasaki Ad Planner under the “Materials” tab and then by clicking on “Product Images.” For images of non-­‐current year Kawasaki products, please contact Kawasaki Co-­‐op Advertising Management. To access Kawasaki Ad Planner, please visit www.kawasakiadplanner.com. 3) Follow Price and Finance Offer Requirements Any mention of price for vehicles subject to the Kawasaki Minimum Advertised Price (MAP) Policy must adhere to MAP Policy guidelines. Failure to follow MAP Policy guidelines will result in denial of claim. All new current model year vehicles are subject to the MAP Policy. All prior model year vehicles become exempt from the MAP policy in the initial release month of the new model as reflected on KMC’s Planned Release Schedule. For details on the MAP Policy, dealers should speak with their District Manager. For vehicles not subject to the MAP Policy, Manufacturer’s Suggested Retail Price (MSRP) must be included and identified as such when any price other than the MSRP is mentioned. All finance offers must include the appropriate finance disclaimer. NO EXCEPTIONS. The MSRP for each Kawasaki product can be found within K-­‐Dealer or on Kawasaki.com. All disclaimers can be found on Kawasaki Ad Planner under the “Materials” tab and then by clicking on “Disclaimers.” 4) Use the Proper Kawasaki Logos & Trademarks Kawasaki logo must be as prominent with the same height as the dealership name in all media. In radio, Kawasaki must be mentioned at least as many times as the dealership name. All other proper trademarks must be included and used correctly. All Kawasaki logos and trademarks can be found on Kawasaki Ad Planner under the “Materials” tab and then by clicking on “Logos.” Trademark Usage Guidelines can be found on the “Co-­‐op Program” tab under “Guidelines.” 5 5) Include the ATV Safety Disclaimer (If Applicable) The ATV Safety Disclaimer must be included in any media picturing ATVs or mentioning ATVs, including the mention of specific models, on the radio. NO EXCEPTIONS. The ATV Safety Disclaimer can be found on Kawasaki Ad Planner under the “Documents” tab and then by clicking on “DISCLAIMERS.” For more details, please refer to the “Dealer-­‐created Advertising Requirements” section on page 18 of the 2015 Co-­‐op Advertising Program Guidelines. 5. PRIOR APPROVAL It is recommended that all advertisements be submitted to the Advertising Checking Bureau (ACB) for prior approval. However, requirement is based on the following: ⇒ Dealer-­‐created materials – REQUIRED ⇒ Kawasaki-­‐created materials – NOT REQUIRED (although encouraged) Kawasaki-­‐created Materials (60%/40%) Kawasaki-­‐created materials can only be found on KawasakiAdPlanner.com. An ad is considered Kawasaki-­‐created when all artwork and/or copy is complete, and the ad has an area specifically designated for the dealership information. Screen shots, Kawasaki.com images or any other asset do NOT qualify as Kawasaki-­‐created advertisements. Please call 1-­‐800-­‐292-­‐0444 if you have a question about what constitutes a Kawasaki-­‐created advertisement. Unmodified Kawasaki-­‐created advertisements (tagged with dealership information) DO NOT require prior approval. Kawasaki-­‐created materials found on Kawasaki Ad Planner and Showroom Shop include the following: • Print Ads • Web Banners • TV Commercials • Flyers • Radio Ads • Postcards • Product Brochures • Banners • Billboards/Impact Boards Dealer-­‐created Materials (50%/50%) All dealer-­‐created advertisements require prior approval to receive Co-­‐op reimbursement. To help secure prior approval, advertisements must meet the “Five Mandatories” found on pages 4–5. Prior approval can be obtained by submitting the materials to the Advertising Checking Bureau (ACB). Dealers will receive notification on requests for prior approval within a maximum of five to seven business days. 6 Dealers may submit for prior approval through the Kawasaki Co-­‐op Resource Center. To submit a request through the Co-­‐op Resource Center, please navigate to: www.KawasakiCo-­‐op.com After successfully logging in, please select “Prior Approval Submit” from the “My Co-­‐op” tab. Once on the prior approval submission page, complete all necessary fields, attach supporting materials (if applicable) and click the “Submit PA” button.
Please contact Kawasaki Co-­‐op Management with any questions and/or issues related to submitting for prior approval by calling 1-­‐800-­‐292-­‐0444 or emailing co-­‐[email protected]­‐usa.com. Note: Prior approval does not guarantee reimbursement. A claim that meets all submission requirements must be submitted to request reimbursement. For more information, please see the “Co-­‐op Claims” section. 6. PROMOTIONAL & EVENT MARKETING Dealers may receive Co-­‐op reimbursement for various Promotional & Event Marketing (P&E) opportunities. Examples of P&E opportunities are: • Dealership events (e.g., grand opening, open house, rider appearance, radio remote, dealership-­‐coordinated event held at dealership) • Special events (e.g., set up a remote display, occupy event space at a tradeshow, dealership-­‐
coordinated event not on dealership property) • Sponsorships • Product giveaways/tradeouts • Mall displays and static displays Prior Approval To obtain prior approval for a Promotional & Event Marketing opportunity, dealers must submit a prior approval through the Co-­‐op Resource Center. To submit a request through the Co-­‐op Resource Center, please navigate to: www.KawasakiCo-­‐op.com After successfully logging in, select “Prior Approval Submit” from the “My Co-­‐op” tab. Once on the prior approval submission page, select “Promotional and Event Marketing,” from the “Select a Media,” drop-­‐down menu. Complete all other necessary fields, attach supporting materials (if applicable) and click the “Submit PA” button. Once a dealer’s P&E prior approval request has been submitted, their District Manager will need to approve the P&E prior approval request. Prior approval from the District Manager is required before a dealer may proceed with any Promotional & Event Marketing opportunity. Claim submissions for anything not eligible for Co-­‐op reimbursement will be denied even if a District Manager approved a 7 P&E prior approval request. For a list of items that are not eligible for reimbursement, please refer to the “Reimbursement” section on page 3. Note: Prior approval does not guarantee reimbursement. A claim that meets all submission requirements must be submitted to request reimbursement. For more information, please see the “Co-­‐op Claims” section. Reimbursement The reimbursement rate for Promotional & Event Marketing opportunities will be 50%/50%. Kawasaki-­‐
supported activity (e.g., Kawasaki rider appearance) may receive a higher reimbursement rate of 60%/40%. For questions about reimbursement qualifications, please refer to the Promotional & Event Marketing Co-­‐op Claim checklist on page 15 or contact Kawasaki Co-­‐op Advertising Management at (800) 292-­‐0444. 7. PAID SEARCH – PAY-­‐PER-­‐CLICK ADVERTISING (PPC) NEW! Beginning July 1, 2014, dealers may receive Co-­‐op reimbursement for paid search pay-­‐per-­‐click advertising (PPC) performed through Google AdWords™ and/or Bing Ads (including Yahoo). Beginning April 9, 2015, dealers can receive Co-­‐op reimbursement for bidding on competitive keywords as part of their SEM Campaign in an effort to convert consumers to purchase Kawasaki products. More information on SEM advertising can be found by visiting kawasakiadplanner.com/SearchMarketing. Pay-­‐per-­‐click (PPC) Requirements Kawasaki Keywords and/or Ad Copy MUST NOT include any of the following: • Any mention of used and/or pre-­‐owned vehicles • Competitor dealership information • Any mention of aftermarket parts, manufacturers and/or distributors • Minimum Advertised Price (MAP) Policy violations Other requirements for SEM reimbursement: • Ads must link to pages on dealership website that primarily promote new Kawasaki products • Ad location radius should cover areas reasonably accessible to the dealership SEM claims that include any verbiage called out above will be denied. For additional questions about SEM claims, please refer to the SEM Co-­‐op Claim checklist on page 14. Note: Agency fees ARE NOT eligible for Co-­‐op reimbursement. 8 Prior Approval Dealers DO NOT need to obtain prior approval for their PPC campaign. Reimbursement The reimbursement rate for PPC Co-­‐op claims will be 50%/50%. For questions about reimbursement qualifications, please refer to the PPC Co-­‐op Claim checklist on page 14, or contact Kawasaki Co-­‐op Advertising Management at (800) 292-­‐0444. 8. KAWASAKI APPROVED DEALERSHIP UNIFORMS NEW! Dealers are now eligible to receive Co-­‐op reimbursement on Kawasaki-­‐branded dealer uniforms! This program gives dealers the opportunity to create their own uniform for their staff to help increase consumer awareness for the Kawasaki brand in the dealership or at events. REIMBURSEMENT RATE Dealers who participate in developing Kawasaki-­‐branded dealer uniforms are eligible to receive Co-­‐op reimbursement for up to $500 worth of apparel at 50%, thereby receiving a maximum reimbursement of $250. REQUIREMENTS In order to be eligible for Co-­‐op reimbursement, dealership uniforms must include the following: 1. At least one approved Kawasaki logo clearly visible on front or back of shirt 2. Must adhere to Kawasaki logo and color guidelines. For more information, please visit www.kawasakiadplanner.com/Documents 3. Kawasaki products and DBA logo not a requirement, but is encouraged RESTRICTIONS Note: Kawasaki will not reimburse fees associated with any of the following*: • Any mention of competitive OEMs unless included in Dealer’s DBA • Any other form of apparel (hats, sweatshirts, pants, etc.) • Incorrect use of product trademarks and logos *District Managers will be monitoring uniform process to ensure that apparel is not used for resale to consumers PRIOR APPROVAL Prior Approvals for uniforms will need to be submitted in the Kawasaki Co-­‐op Resource Center (www.KawasakiCo-­‐op.com) as a Promotional & Event Marketing opportunity. Dealers will be responsible for uploading a mock-­‐up image of the uniform (front and back) that they intend to order for their dealership. 9 In the comments section of the Promotional & Event Marketing prior approval, Dealers simply need to input “Kawasaki branded uniform.” District Managers will ultimately be responsible for signing off with approval of uniform designs. eCLAIM SUBMISSION The following materials are required to successfully submit an eClaim: • Completed eClaim or Claim form • Promotional & Event Marketing Prior Approval • Invoice reflecting actual net cost • One (1) photo of front and back of uniform 9. WEBSITE FEES NEW! As of November 1, 2014, website hosting and maintenance fees for dealership websites are eligible for Co-­‐op reimbursement. REQUIREMENTS To qualify for Co-­‐op reimbursement on website hosting and maintenance fees, dealers must receive prior approval, and the dealership website must meet the following requirements: 1. When the dealership website first loads, a Kawasaki-­‐created Banner Advertisement* must be visible on the website landing page without scrolling down. Therefore, if a scrolling banner is present, a Kawasaki-­‐created Banner* must be in first position. 2. Kawasaki-­‐created Banner* must link to Kawasaki product listings for NEW (not used) vehicles on dealership website, or link to Kawasaki.com. Advertising for used Kawasaki product is not eligible for Co-­‐op reimbursement. 3. If multiple OEM web banners appear on the homepage, a Kawasaki-­‐created Web Banner* must be as big as or larger AND nearest the top of the page of all OEM web banners. 4. A Kawasaki-­‐created Web Banner* must be shown on the website for at least 80% of the month for which dealer is seeking Co-­‐op reimbursement. *Kawasaki-­‐created Web Banners are exclusively available for download at KawasakiAdPlanner.com/WebBanners and KawasakiAdPlanner.com/WebBannerSource. Screen shots, Kawasaki.com images or any other asset do NOT qualify as a Kawasaki-­‐created Banner. KAWASAKI-­‐CREATED BANNERS To create a custom, Kawasaki-­‐created Banner, please visit KawasakiAdPlanner.com/WebBanners. Please note that dealers/vendors must log in to Ad Planner to create a web banner. Anyone can create a new account on Ad Planner by clicking “Create New Account” and following the instructions to create an account. If the preset web banner (dynamic) sizes do not work with a dealer’s website, web banner source files for select banners can also be downloaded to create a custom-­‐sized banner. Source Files are available for download in the following formats: •
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10 .FLA (Flash Source) .SWF (Adobe Flash) .PSD (Photoshop) Please visit KawasakiAdPlanner.com/WebBannerSource/ to browse the downloadable Kawasaki-­‐created web banner assets currently available. Please contact Kawasaki Co-­‐op Management if for some reason you cannot find a web banner size that works. REIMBURSEMENT RATE With prior approval, dealers are eligible to receive 50%/50% reimbursement for web hosting and maintenance fees on a website that meets the criteria laid out above. Dealer-­‐created advertising materials are ineligible for web hosting and maintenance fee reimbursement. PRIOR APPROVAL Dealers seeking reimbursement for web hosting and maintenance fees must apply for and receive prior approval before making a claim. Please follow the steps below to submit a prior approval: 1. Prior Approval must be submitted on the Co-­‐op Resource Center (www.KawasakiCo-­‐op.com) while a Kawasaki-­‐created web banner linking to new product listing or consumer site is up on dealership website. 2. When submitting prior approval, dealer must select “Website Fees” from the “Media” dropdown menu, and a working link to the dealership website must be pasted in the “Comments” field of the prior approval submission page. 3. ACB will verify that Kawasaki-­‐created web banner exists on dealership website and has a proper link, and prior approval will be granted. eCLAIM SUBMISSION Please see page 14 for instructions on submitting a Website Fee reimbursement eClaim. 10. CO-­‐OP CLAIMS Claim Submission All reimbursement claim requests need to be submitted to the Advertising Checking Bureau (ACB) via one of the following methods: Kawasaki Co-­‐op Resource Center: To submit an electronic claim (eClaim) through the Kawasaki Co-­‐op Resource Center, please navigate to: 11 www.KawasakiCo-­‐op.com After successfully logging in, the “eClaim Submit” page can be found under the “My Co-­‐op” tab. Complete all necessary fields on the eClaim submission page and click “Save.” After a claim is saved, a dialog box allowing supporting documentation to be uploaded will appear. Advertising vendors should provide tearsheets, invoices and any other supporting documentation to dealers in digital format, as all supporting documents submitted with an eClaim must be electronic. Before submitting an eClaim, a box confirming the following must be checked: By checking this box, I agree that I have read and understand the Kawasaki Co-­‐op Advertising Guidelines and the corresponding Claim checklist for the specific medium/media selected. Co-­‐op guidelines can be found at kawasakiadplanner.com. You must check this box before submitting the eClaim. Please be sure to refer to these Guidelines to ensure all necessary documentation and/or supporting materials are included before checking this box. Immediately after clicking “Submit Claim,” dealers and vendors are able to track the life cycle of the claim with real-­‐time updates as it completes the approval process. For more information on the Kawasaki Co-­‐op Resource Center, please refer to the “Kawasaki Co-­‐op Resource Center Guide” on the “Co-­‐op Program” tab of Kawasaki Ad Planner (www.kawasakiadplanner.com) or call Kawasaki Co-­‐op Advertising Management at (800) 292-­‐0444 for a tutorial. Mail: To submit a claim by mail, please download the Co-­‐op Advertising Claim form and fill it out. All claims must be completed on an original Kawasaki Co-­‐op Advertising Claim form. The Co-­‐op Advertising Claim form is available under the “Co-­‐op Program” tab labeled “Co-­‐op Claim Form.” Mail the completed claim and required documentation (as detailed in the “Co-­‐op Checklist”) to: Advertising Checking Bureau Attn: Kawasaki Co-­‐op P.O. Box 52118 Phoenix, AZ 85072 Upon receiving a hard-­‐copy claim, the Advertising Checking Bureau (ACB) will generate an eClaim on the Kawasaki Co-­‐op Resource Center to better track the life cycle of the claim with real-­‐time updates as it completes the approval process. In order to be considered for Co-­‐op reimbursement and ensure prompt processing, all Co-­‐op claims must be submitted within 60 days of the first date of advertising. Only media invoices that have been 12 paid and are substantiated by the required documentation will be processed. Pre-­‐paid contracts, including advertising that has not run, will not be reimbursed. A copy of the Prior Approval form (Dealer-­‐created materials only) must accompany each claim, even for the repeat claims of the same ad. After the Advertising Checking Bureau (ACB) has audited a claim, claim acknowledgment is sent to indicate approval or denial, the amount to be credited, plus any adjustments or comments. All details of the claim will also be available to view on the Co-­‐op Resource Center. After receiving claim acknowledgment for reimbursement, Kawasaki credits the dealer’s Open Parts account. Generally, the turnaround time to process credits is three to four weeks from the date the Advertising Checking Bureau (ACB) approves claims. If a claim is not approved for reimbursement or if a dealer disagrees with the amount credited, they may contact Kawasaki Co-­‐op Advertising Management about the discrepancy. This inquiry must be done within the 30-­‐day period following the date on the partial-­‐credit approval or the date on the Advertising Checking Bureau (ACB) denial notice. To resubmit a claim for consideration, use the ACB denial notice or visit the Kawasaki Co-­‐op Resource Center and click “Resubmit” on the “Claim Search” page. Do not attach a new claim form if resubmitting via Mail. Again, this must be done within the 30-­‐
day period following the date on a credit approval or the date on the ACB denial notice. Co-­‐op Checklists for Qualifying Media Each qualifying medium listed in the Kawasaki Co-­‐op Advertising Guidelines has specific requirements to receive Co-­‐op reimbursement when submitting a claim. Please use the following checklists to ensure claims will be approved and reimbursed as quickly as possible. TV Spots & Running Footage • Completed eClaim or Claim Form • TV Spot or Running Footage Name • ISCI Code • Broadcast station’s notarized invoice (must show length of spot, dates, times and market/city where spot ran, name of spot and cost of each spot and each day including the total net cost) • Transcribed dealer tag script with notarized ANA/RAB documentation Dealer-­‐created must also include: • Meets “Five Mandatories” • TV Spot script including both audio and visual portions that bears the broadcast station’s notarized documentation. A DVD may be submitted to supplement the script. • Prior Approval from Advertising Checking Bureau (ACB) 13 Radio Spots • Completed eClaim or Claim Form • Radio Spot Name • ISCI Code • Transcribed dealer tag script with notarized ANA/RAB documentation • Broadcast station’s invoice (must show length of spot, dates, times and market/city where spot ran, name of spot and cost of each spot and each day including the total net cost) Dealer-­‐created must also include: • Meets “Five Mandatories” • Prior Approval from Advertising Checking Bureau (ACB) • Radio Spot script that bears the broadcast station’s notarized documentation. An MP3 may be submitted to supplement the script. Newspaper, Magazine, Buyer’s Guide & Classified Print Ads • Completed eClaim or Claim Form • Invoice itemized for actual net, size and rate of media costs. If more than one ad is claimed, the invoice must be itemized showing date(s), rate(s) and size of EACH ad that ran. • The Publication’s official tear sheet for EACH DAY and EACH PRINT AD. Official publication e-­‐
tear sheets are acceptable. Dealer-­‐created must also include: • Meets “Five Mandatories” • Prior Approval from Advertising Checking Bureau (ACB) Direct Mail, Flyers & Circulars • Completed eClaim or Claim Form • Invoice showing the quantity printed and cost (If postage is invoiced separately, certification receipt from the mailing service is required. Postage printed from dealership postage meter is not eligible.) • Sample of ACTUAL piece mailed/distributed • Dealers are eligible for reimbursement of up to 50% of the cost of their mailing list Dealer-­‐created must also include: • Meets “Five Mandatories” • Prior Approval from Advertising Checking Bureau (ACB) Billboards & Graphic Wraps Dealers may only submit the cost of the billboard media buy for Co-­‐op reimbursement. The production of the billboard is ineligible for Co-­‐op reimbursement unless ordered through Kawasaki Showroom 14 Shop. One claim may be submitted for an entire billboard run with proof the run has been paid for (e.g., a cancelled check). • Completed eClaim or Claim Form • Invoice and Contract indicating actual net costs, each location utilized and the time period • Two (2) photographs of each board or graphic wrap at each location Dealer-­‐created must also include: • Meets “Five Mandatories” • Prior Approval from Advertising Checking Bureau (ACB) Paid Search – Pay-­‐Per-­‐Click Advertising – Competitive Keyword Bidding Now Eligible! • Completed eClaim • Meets “Paid Search Pay-­‐Per-­‐Click (PPC) Requirements” found on page 7 • Must include Ad Report in Excel format with the following information: • Ad • Clicks • Description Line 1 • Click-­‐Through Rate (CTR) • Description Line 2 • Cost • Display URL* • Average Position • Destination URL* • Impressions • Ad Group • Must include Keyword Report in Excel format with the following information: • Keyword • Cost • Ad Group • Average Position • Clicks • Quality Score • Click-­‐Through Rate (CTR) • Impressions * Failure to provide the Display URL and Destination URL in Ad Report will result in automatic claim denial. All URLs must link to pages that primarily promote new Kawasaki products. Note: Please visit Kawasakiadplanner.com/PayPerClick for information on how to run the Ad Report and/or Keyword Report. Website Hosting & Maintenance Fees New! • Completed eClaim • Prior Approval from Advertising Checking Bureau (ACB) • A screenshot showing the banner running on the website • An itemized invoice for the website hosting and/or maintenance fees clearly showing website address and billing period starting on or after November 1, 2014 15 Internet Banner/Facebook Ads • Completed eClaim or Claim Form • Meets “Five Mandatories” • Prior Approval from Advertising Checking Bureau (ACB) • A printout of a screen shot showing the banner or Facebook ad running on the website and/or the landing page linked directly from the banner or Facebook ad • A notarized copy of the invoice for the media buy • A copy of performance metrics showing the number of impressions delivered Note: Facebook ads do not require the Kawasaki logo due to image limitations. Promotional & Event Marketing • Completed eClaim or Claim Form • Promotional & Event Marketing Prior Approval • Meets “Five Mandatories” (when applicable) • Invoice reflecting actual net cost. For events at a dealership this includes any radio remote costs. • At least two (2) photos of the event or display (when applicable) and any supporting materials that outline the details of the promotion Note: Advertising done in support of a Promotional & Event Marketing opportunity should be claimed separately. Please refer to that medium/media’s Co-­‐op checklist for claim submission information. For more information, please refer to the Promotional & Event Marketing section on page 6. Rider Appearances For Kawasaki-­‐sponsored riders (e.g., Jason Britton), the appearance fee is eligible for 60%/40% reimbursement. All other rider appearance fees are eligible for 50%/50% reimbursement. • Completed eClaim or Claim Form • Promotional & Event Marketing Prior Approval • Invoice showing appearance fee • At least two (2) photos of the event and any supporting materials that outline the details of the promotion Print-­‐on-­‐Demand Product Brochures & Point-­‐of-­‐Purchase (POP) materials Dealers will have the option to order professional, customizable product brochures for all 2014 and 2015 Kawasaki products directly from Kawasaki. Each brochure is $4 and can be ordered in increments as low as 25 and as high as 5,000. Dealers are able to receive Co-­‐op reimbursement for up to $6,000 worth of Print-­‐on-­‐Demand brochures at 50%, thereby receiving a maximum reimbursement of $3,000. To order, visit the “Dealership Marketing” tab of Kawasaki Ad Planner. • Completed eClaim or Claim Form •
Proof of purchase either by printing order confirmation or a copy of Parts statement 16 Printed Brochures In Warehouse Inventory Dealers also have the option of ordering non-­‐customizable brochures directly from Kawasaki. These non-­‐customizable brochures are packaged in 25’s at a cost of $2.00 each ($50 per pack). Dealers may order by part number below through their parts account. Brochure title, models featured within brochure and part number information are listed in the below chart: MY 15 Title Models Featured within Brochure Part Number Mule™ Full Line All Mule Side x Sides 99969-­‐3594 KX™/KLX® KX65, 85, 100, 250F, 450F / KLX110/L, KLX140/L 99969-­‐3595 Ninja® Family Ninja ZX™-­‐14R, 10R, 6R, Ninja 1000, 650, 300 99969-­‐3596 Teryx® Full Line All Teryx and Teryx4™ Side x Sides 99969-­‐3597 Brute Force®/KFX® All Brute Force ATVs / KFX90, 50 Sport ATVs 99969-­‐3598 Jet Ski® Full Line All Jet Ski Watercraft 99969-­‐3599 Vulcan® Full Line All Vulcan Motorcycles 99969-­‐3600 Sport Family Concours®14, Z1000, Versys®, KLR™650 99969-­‐3602 MY 16 Title Models Featured within Brochure Part Number Mule™ Pro Series All Mule Pro Series Side x Sides 99969-­‐3556 Mule™ Standard All Mule Standard Side x Sides 99969-­‐3557 KX™/KLX® Family KX65, 85, 100, 250F, 450F / KLX110/L, KLX140/L 99969-­‐3558 Ninja® Family Ninja ZX™-­‐14R, 10R, 6R, Ninja 1000, 650, 300 99969-­‐3559 Teryx® Full Line All Teryx and Teryx4™ Side x Sides 99969-­‐3560 Brute Force®/KFX® All Brute Force ATVs / KFX90, 50 Sport ATVs 99969-­‐3561 Jet Ski® Full Line All Jet Ski Watercraft 99969-­‐3562 Vulcan® Full Line All Vulcan Motorcycles 99969-­‐3563 Sport Family Concours®14, Z1000, Versys®, KLR™650 99969-­‐3564 Mule™ Pro Diesel All Mule Pro Diesel Series Side x Sides 99969-­‐3565 Yellow Pages® Kawasaki has authorized dealers to work with the Berry Network to create and place print and/or Internet Yellow Page ads. If working with the Berry Network, dealers do not need to request prior approval and will not need to submit a claim form to the Advertising Checking Bureau (ACB). For further information, please contact Theresa Wells from the Berry Network at (800) 366-­‐1264 ext. 2809. If dealers choose not to utilize the Berry Network and instead place their own advertisements locally with the Yellow Pages, please use the following checklist when submitting a claim for Co-­‐op reimbursement. 17 Completed eClaim or Claim Form Prior Approval from Advertising Checking Bureau (ACB) ¼ of the total ad space features the dealership name, location, hours and similar information Meets “Five Mandatories” Invoice itemized for actual net, size and rate of media costs. If more than one ad is claimed, the invoice must be itemized showing date(s), rate(s) and size of EACH ad that ran. • Full-­‐page tear sheet for each ad showing the date or the entire publication if the date is only featured on the cover Note: Reimbursement cannot exceed 25% of the dealer’s base Co-­‐op allowance. Kawasaki Approved Dealership Uniforms Dealers who participate in developing Kawasaki-­‐branded dealer uniforms are eligible to receive Co-­‐op reimbursement for up to $500 worth of apparel at 50%, thereby receiving a maximum reimbursement of $250. • Completed eClaim or Claim form • Promotional & Event Marketing Prior Approval • Invoice reflecting actual net cost • One (1) photo of front and back of uniform •
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10. KAWASAKI SHOWROOM SHOP Point-­‐of-­‐Purchase (POP) Allocation Kawasaki Showroom Shop is where dealers can find POP materials such as hangtags, impact boards, posters and many other items to help market a dealership. Showroom Shop is accessible by navigating to: www.Kawasakiadplanner.com/showroomshop Once at the site, dealers will be prompted to enter a K-­‐Dealer username and password to log on. All marketing materials available on Kawasaki Showroom Shop are included in the Co-­‐op program. Dealers are able to receive Co-­‐op reimbursement for up to $1,000 worth of merchandise (POP materials, Impact Boards, etc.) at 50%, thereby receiving a maximum reimbursement of $500. Orders on Showroom Shop will be charged to a dealer’s Open Parts account. Packages Kawasaki has created packages of popular POP items to be displayed in Showrooms, at events or for various other occasions. These packages are not eligible for Co-­‐op reimbursement. This is due to the fact that the packages are already discounted significantly, so the dealer will not have to file a claim with the Advertising Checking Bureau (ACB). To purchase a package, please visit the Showroom Shop, click on “Catalog” and then “Packages.” 18 11. DEALER GROUP ADVERTISING Kawasaki has re-­‐launched the Dealer Group Advertising Program. District Managers are encouraged to develop programs to utilize scalability by including multiple dealers in advertising efforts. Participating dealers will have a portion of the total cost deducted from their available Base Co-­‐op funds while the remaining portion will be credited to their Open Parts account. The materials used in the promotion will determine the reimbursement rate. 12. GENERAL REQUIREMENTS •
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The Co-­‐op program is available only to authorized Kawasaki dealerships located within the contiguous United States, Alaska and Hawaii All advertising submitted for Co-­‐op reimbursement must take place in the contiguous United States, Alaska and Hawaii No advertising and/or mention (inference) of other brands, products, names are allowed, unless other brands are included in the dealer DBA (Doing Business As) Ads must include a clear illustration and identification (model name and number) of at least one new or current year Kawasaki product Generic dealership names (e.g., ABC Motorsports) with no brand identity are acceptable Advertising may not feature performance claims or guarantees not warranted by Kawasaki Deduction of costs from Open Account invoices in anticipation of reimbursement is strictly prohibited and may result in suspension of shipments 13. DEALER-­‐CREATED ADVERTISEMENT REQUIREMENTS Logo Usage •
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Kawasaki logo must be as prominent and the same height as the dealership name in all media The red Kawasaki corporate logo (Pantone 1795C) is to be used for all communications related to Kawasaki industries and products It is recommended that the use of the corporate logo be used with the “Let the good times roll.®” slogan The Flying “K” mark cannot be used by itself (All Kawasaki logos can be found on Kawasaki Ad Planner under the “Materials” tab and then by clicking on “Logos.”) Trademark Requirements •
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All corresponding trademarks must be included and used correctly A trademark must never be used as a noun and should be used as an adjective modifying the generic name (e.g., MULE™ side x side vehicle) •
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19 The trademark symbol “™” or registered mark “®” must be used with the mark the first time it appears in the copy The use of the word “the” or “a” with “MULE™” should always be accompanied by some use of the words “side x side vehicle.” This will help make it clear that “side x side vehicle” is the generic name of the product and “MULE™” is the trademark. A trademark should be used in a distinctive manner compared to the words around it in text. Examples: • MULE™ side x side vehicle (Bold) • MULE™ side x side vehicle (Italic) • MULE™ side x side vehicle (All caps) • “MULE™” side x side vehicle (Quotes) Always use the word “watercraft” with “JET SKI®.” Examples: • “JET SKI® watercraft” • Take a test ride on the new JET SKI® watercraft – NOT “Ride a JET SKI®” • The plural of “JET SKI® watercraft” is “JET SKI® watercraft” • At least one notice of the registered trademark should be given in each ad, e.g., “JET SKI® watercraft” (All Kawasaki trademarks can be found on Kawasaki Ad Planner under the “Materials” tab and then by clicking on the “Documents” tab.) Trademark Usage Instructions (Please note that while this instruction sheet uses the trademarks “JET SKI®”, “MULE™”, “NINJA®”, “BRUTE FORCE®” and “TERYX®” as examples, the following rules apply equally to all Kawasaki trademarks.) 1. Please note the following rules: a) Never use a trademark as a generic name for all personal watercraft, all motorcycles, etc. JET SKI, for instance, is the brand name of a particular personal watercraft that is manufactured and distributed by Kawasaki. Not all personal watercraft are JET SKI brand watercraft. b) Never use a trademark as a noun, they are to be used as adjectives, followed by a noun. For example, you may say: JET SKI watercraft, JET SKI watercraft riding, JET SKI watercraft riders. Never say: jet skis, jet skiing, jet skiers. c) The trademark symbol “™” or registered trademark symbol “®” should be used with the mark the first time it appears in any copy. For example: JET SKI® watercraft MULE™ side x side NINJA® motorcycle BRUTE FORCE® all-­‐terrain vehicle or BRUTE FORCE® ATV TERYX® side x side d) Note in the examples above that the trademark is capitalized and the noun that it modifies is not capitalized -­‐ it should be in lower case (such as the “w” in “watercraft” or the “s” and “s” in “side x side”), with the exception of “ATV”. 2. Forms of usage in printed or typed material: a) Preferred forms of usage (entire trademark capitalized): JET SKI® watercraft or JET SKI® watercraft MULE™ side x side or MULE™ side x side NINJA® motorcycle or NINJA® motorcycle BRUTE FORCE® ATV or BRUTE FORCE® ATV TERYX® side x side or TERYX® side x side b) Acceptable forms of usage (initial letter capitalized): Jet Ski® watercraft Mule™ side x side Ninja® motorcycle Brute Force® ATV Teryx® side x side c) Whichever form of usage is utilized in a publication, use that same form consistently throughout the entire publication. d) Correct form of use in a sentence: Take a test ride on the new JET SKI® watercraft. Take a test ride on a MULE™ side x side. Take a test ride on a NINJA® motorcycle. Take a test ride on a BRUTE FORCE® ATV. Take a test ride on a TERYX® side x side. e) Incorrect form: Ride a JET SKI®. Ride a MULE™. Ride a NINJA®. Ride a BRUTE FORCE®. Ride a TERYX®. f) Proper possessive form: Enjoy the excitement of riding on a JET SKI® watercraft. g) Incorrect form: Enjoy the JET SKI’s excitement. 20 Non-­‐compliant Verbiage In order to maintain credibility for Kawasaki products, dealers are expected to maintain high standards of ethics while advertising and promoting Kawasaki products. Kawasaki reserves the right to refuse Co-­‐
op reimbursement for any ad that reflects negatively on Kawasaki’s trademarks, business or goodwill. In addition, upon notice from Kawasaki, a dealer shall discontinue any advertising or promotions that reflect negatively upon Kawasaki’s trademarks, business or goodwill. Pricing Any mention of price for vehicles subject to the Kawasaki Minimum Advertised Price (MAP) Policy must adhere to MAP Policy guidelines. Failure to follow MAP Policy guidelines will result in denial of claim. All new current model year vehicles are subject to the MAP Policy. All prior model year vehicles 21 become exempt from the MAP policy in the initial release month of the new model as reflected on KMC’s Planned Release Schedule. For details on the MAP Policy, dealers should speak with a District Manager. For vehicles not subject to the MAP Policy, MSRP must be included and identified as such when any price other than MSRP is mentioned in all advertisements. Safety Guidelines General Rule A simple test to determine if the advertising/marketing activity material complies with the guidelines is the following: “Can I state that our advertising depicts safe and responsible operation of the product, that we depict reasonable operation of the product, wherein an ordinary, reasonable person will not decide that Kawasaki encouraged illegal, reckless and/or irresponsible use of the product?” Similarly, one should ask himself/herself, “Could I appear before a government regulatory agency (United State Coast Guard, Consumer Product Safety Commission, etc.) and defend the advertising/promotional activity of KMC as that of a responsible corporation?” In either of the above examples, it is not acceptable to state that “our competitors are doing it in their advertising/promotion” or that “the magazines are depicting this type of operation and/or are publishing this type of performance criteria.” Five General Guidelines to follow: 1. Material depicts safe and responsible operation of Kawasaki product 2. Material does not encourage illegal reckless and/or irresponsible use of a Kawasaki product 3. Material does not violate instruction or warnings in the product Owner’s Manual or physical labels on the product 4. Material does not violate KMC Ad Guidelines or must show that the material qualifies under an express exception stated in the Ad Guidelines 5. Must adhere to the Tread Lightly!® principles Tread Lightly!® Tread Lightly!® is an environmental education organization whose members endeavor to convey through advertising and other corporate communications their concern for the environmentally responsible use of all outdoor recreational products. Kawasaki is committed to producing images that depict minimum impact to the environment and/or responsible behaviors. Kawasaki advertising/promotional materials will follow the Tread Lightly!® advertising guidelines: • Avoid reference to travel in wilderness: use “wild lands,” “backcountry,” “great outdoors” or other descriptions •
Use “off-­‐highway” instead of “off-­‐road” whenever possible •
Show vehicles on obvious roads or trails •
Never show vehicles blazing a new road or trail •
Emphasize moderate speeds, minimizing terrain impacts. Try to avoid roosts, mud or dust churning, etc., to the greatest extent possible. •
Water crossings should be avoided when possible. If necessary, water crossings should be at obvious crossings. •
Avoid wetlands •
For Jet Ski® watercraft, never portray the watercraft jumping the wake of another boat •
Avoid portraying Jet Ski watercraft operating in shallow water •
Emphasize quiet •
Emphasize the principle of “leave no trace.” 22 Vehicle Segment Guidelines The guidelines below are production instructions and are not to be used as actual script copy. Motorcycles •
All operators of street motorcycles must have a valid driver’s license and motorcycle endorsement, if required by the state. Children may operate off-­‐road models appropriate for their age and size. Attire: •
All operators and passengers should be shown wearing helmets, eye protection and other protective gear, such as long trousers, long-­‐sleeved tops, gloves and over-­‐the-­‐ankle boots. •
All riders should be depicted wearing proper eyewear. Sunglasses are acceptable for cruiser style models for advertising purposes. •
Sunglasses are not acceptable for off-­‐highway models •
Shorts are not acceptable riding attire •
Use a mix of rider apparel, some with full leathers and others with jeans/leather jackets Operator Behavior: •
Maneuvers such as “burn-­‐outs,” “wheelies,” and lane splitting should not be depicted •
Two or more riders should use a “staggered” formation when operating in a straight line (not on winding roads or narrow trails) •
Maneuvers reflecting excessive speed, excessive acceleration, or reckless operation must not be depicted. Examples include excessive leaning while taking curves (knee dragging). Obey all traffic regulations and street/highway speed limits. •
On sport style bikes, aggressive rider positions are not allowed. Laying on the fuel tank or “hanging off” riding style is not allowed. •
23 Exception to the above is it is acceptable to depict operators of sport-­‐style models to allow higher speeds and acceleration with increased lean angles, knee dragging and crouching behind the windscreen where the motorcycles are clearly being operated in an identified closed course racing environment (e.g. race track, drag strip, etc.) with a professional rider •
If print ad depicts or suggests a racing environment, the racing environment is to be clearly depicted or specify closed course facility by way of competition numbers, rider dress, course markings, etc. A disclaimer should be included stating that the activity is being performed by a professional rider on a closed course. •
Exception to the above is it is acceptable to depict operators performing stunt or exhibit-­‐style riding by Kawasaki-­‐sponsored professional riders in a closed course environment. A disclaimer should be included stating that the activity is being performed by a professional rider on a closed course. •
For off-­‐road motorcycles, jumps of excessive heights and/or lengths should not be depicted. Any depictions of jumping with competition-­‐only motorcycles should clearly indicate that this activity is being done in conjunction with an organized competitive event, or contain a disclaimer stating that the activity is being performed by a professional rider on a closed course, do not attempt. •
It is acceptable to allow dirt flying up behind in a motocross ad where the bike leaned over and accelerated out of a turn, which is a normal application of motocross bike on a closed course. •
At no time should the operational instructions and warnings contained in the Motorcycle Owner’s Manual and the on-­‐product labels for the product being depicted be violated. Whenever there is a question as to whether something is appropriate for filming, the Owner’s Manual and other material distributed with the product should be consulted, as well as these guidelines. •
Do not directly or by implication show that motorcycles are able to go anywhere or that they have an unlimited or almost unlimited ability to operate on different types of terrain. •
Do not imply that an operator may safely negotiate difficult terrain, such as steep hills or slippery surfaces •
Avoid irresponsible references to speed, acceleration and horsepower. References to speed, acceleration and horsepower shall contain appropriate disclaimers as to how these performance criteria were obtained and the consumer’s product may vary from these results. Adult Supervision: •
For Youth-­‐Model Off-­‐Road Motorcycles KLX®110, KLX110L, KLX140, and KLX140L: Always have a parent(s) supervising the riding activity being depicted. An adult shown riding product in close proximity to the child is acceptable. •
For KX™65, KX85, and KX100 competition-­‐use only models, use an appropriate disclaimer: Experienced rider on a closed course under adult supervision. 24 MPG Advertising Usage must use the following disclaimer: •
Kawasaki’s fuel economy estimates are based on EPA emission measurement test procedures. Your actual mileage may vary depending on how you ride and maintain your vehicle, road and driving conditions, tire pressure, engine break-­‐in, accessories, cargo, rider and passenger weight, and other factors. Alternate MPG disclaimer when space is limited: •
Kawasaki’s fuel economy estimates are based on EPA emission measurement test procedures. Your actual mileage may vary depending on how you ride and maintain your vehicle. ATVs Age: •
Operators of youth-­‐sized ATVs must meet or exceed the age limit stated for the vehicle and must be large enough to adequately reach all vehicle controls. Attire: •
All operators must wear a helmet, eye protection, gloves, long pants, long-­‐sleeved shirt or jacket, and boots that cover the ankle. Such apparel must also be worn or clearly visible for any person if others in the context of the ad appear to be about to ride, than they need appropriate gear. •
An orange, reflective vest must be worn by any person appearing near a camo unit if they are holding a gun or a gun scabbard is visible on the unit. Operator Behavior: •
Passengers are not permitted. •
Stunts or exhibition-­‐style riding is not permitted. Wheelies or jumps are not permitted unless the ad clearly depicts the ATV being operated in an identified closed course race environment with a professional rider. •
If print ad depicts or suggests a racing environment, the racing environment is to be clearly depicted or specify closed course facility by way of competition numbers, rider dress, course markings, etc. A disclaimer should be included stating that the activity is being performed by a professional rider on a closed course. •
Statements concerning any ATV’s power must be directly related to its use for utility purposes, or consist solely of a description of its mechanical characteristics, except for sport models and competition models where an attribute of sport and competition models is its speed. •
ATVs must have the wheels on the ground at all times, except that a wheel(s) may leave the ground slightly and momentarily as part of normal operation. ATVs are not to be shown in an aggressive or prolonged slide or skid. This does not prohibit depictions of an ATV during turns at 25 moderate speed during normal operation. Highlights or close-­‐up of wheels spraying dirt, sand, gravel, etc., must be avoided. Acceptable if ad depicts ATV clearly being operated in an identified closed course race environment or a sand dune with no vegetation and with a professional rider. •
Do not state or imply that an attribute of an ATV is its speed or that racing an ATV or operating an ATV at a fast speed is safe or appropriate. •
Operator must keep his/her eyes on the path ahead and both hands on the handlebars •
At no time should the operational instructions and warnings contained in the ATV Owner’s Manual and the on-­‐product labels for the product being depicted be violated. Whenever there is a question as to whether something is appropriate for filming, the Owner’s Manual and other material distributed with the product should be consulted, as well as these guidelines. •
A flag on the vehicle is required for dune operation Terrain: •
Follow the Tread Lightly!® principles •
Depictions of ATVs shall be limited to established trails and/or other approved riding areas •
No excessive splashing in or crossing of streams unless it appears to be at a crossing for that very purpose. Avoid deep or heavy mud in a trail situation. •
Do not directly or by implication show that ATVs are able to go anywhere or that they have an unlimited or almost unlimited ability to operate on different types of terrain •
ATVs are not to be operated on public roads, streets, highways or any area that appears to be a public road, street or highway •
Do not state, directly or by implication, that it is safe or appropriate to carry cargo or tow a trailer that exceeds recommended weight limits for an ATV, in accordance with instructions contained in the Owner’s Manual for that ATV model. •
Avoid irresponsible references to speed, acceleration and horsepower. References to speed, acceleration and horsepower shall contain appropriate disclaimers as to how these performance criteria were obtained and the consumer’s product may vary from these results. Adult Supervision: •
Ads depicting a youth/child that is or appears to be less than 16 years old operating a youth model ATV must also depict an adult clearly supervising the child. An adult shown riding product in close proximity to the child is acceptable. MULE™ side x side vehicles Age: •
All operators must be at least 16 years of age 26 Attire: •
Clothing, as well as head and eye protection, should be appropriate to the activity portrayed in the ads. •
When the Mule™ side x side is in motion, the occupants should be wearing glasses or other eye protection •
If the Mule side x side is portrayed on a construction site, the operators should be shown wearing hard hats and eye protection •
An orange, reflective vest must be worn by any person appearing near a camo unit if they are holding a gun or a gun scabbard is visible on the unit Operator Behavior: •
Seat belts must be worn at all times by both operator and passenger(s) •
Keep arms and legs of the operator and passenger inside the cab at all times while the vehicle is in operation •
No passengers should be carried in the cargo compartment •
No animals should be carried in the cargo compartment unless confined to a cage that is appropriately secured •
Driver should grip steering wheel with both hands Terrain: •
Follow Tread Lightly!® principles •
Do not state directly or by implication that it is safe or appropriate to carry cargo or tow a trailer that exceeds recommended weight limits for a particular Mule side x side model. Always refer to the appropriate Owner’s Manual for this information. •
The Mule side x side should not be shown overloaded or with loads carried overhead on the cab frame. All loads should be shown appropriately secured. Check Owner’s Manual for load capacity and that limit is not to be exceeded. •
The Mule side x side should not be shown doing excessive splashing in or crossing of streams unless it appears to be at a crossing for that very purpose. Avoid deep or heavy mud in a trail situation. •
Do not directly, or by implication, show that the Mule side x side is able to go anywhere or that it has an unlimited or almost unlimited ability to operate on different types of terrain. •
The Mule side x side should not be shown being operated on public roads, streets, highways, or any area that appears to be a public road, street or highway. •
27 Do not show the Mule side x side making sharp turns or performing an aggressive or prolonged slide or skid (e.g., “counter-­‐steering” maneuvers). This does not prohibit depictions of a Mule side x side during turns at moderate speed during normal operation. Highlights or close-­‐up of wheels spraying dirt, sand, gravel, etc. must be avoided. It is acceptable if ad depicts Mule side x side clearly being operated in an identified closed course environment or sand dune with no vegetation and a professional rider. •
At no time should the operational instructions and warnings contained in the Mule side x side Owner’s Manual and the on-­‐product labels for the product being depicted be violated. Whenever there is a question as to whether something is appropriate for filming, the Owner’s Manual and other material distributed with the product should be consulted, as well as these guidelines. •
Do not state that an operator may safely negotiate difficult terrain, such as steep hills, rocks or slippery surfaces. If rock crawling is depicted, only one wheel may be off the ground at a time. • Avoid irresponsible references to speed, acceleration and horsepower. References to speed, acceleration and horsepower shall contain appropriate disclaimers as to how these performance criteria were obtained and the consumer’s product may vary from these results. •
Do not show the Mule side x side modified with accessories not approved and offered for sale by Kawasaki. TERYX® side x side vehicles Age: •
All operators must possess a valid driver’s license. All occupants must be tall enough to reach hand grips while feet are flat on the floorboard. Attire: •
All operators and passengers must wear a helmet, gloves and eye protection. •
An orange, reflective vest must be worn by any person appearing near a camo unit if they are holding a gun or a gun scabbard is visible on the unit. Operator Behavior: •
Seat belts must be worn at all times by both operator and passenger •
Keep arms and legs of the operator and passenger inside the cab at all times while the vehicle is in operation •
No passengers shall be carried in the cargo bed of the vehicle •
No animals shall be carried in the cargo bed unless confined to a cage •
Driver should grip steering wheel with both hands. Passenger should hold right hand grip •
A flag on the vehicle is required for dune operation 28 Terrain: •
Follow Tread Lightly!® principles •
Do not state directly or by implication that it is safe or appropriate to carry cargo or tow a trailer that exceeds recommended weight limits for the vehicle. Always refer to the vehicle Owner’s Manual for this information. •
The Teryx side x side should not be shown overloaded or with loads carried overhead on the cab frame. All loads should be shown appropriately secured. Check Owner’s Manual for load capacity, and that limit is not to be exceeded. •
The Teryx side x side should not be shown doing excessive splashing in or crossing of streams unless it appears to be at a crossing for that very purpose. Water levels should remain at or below the bottom edge of the axle caps. Avoid deep or heavy mud in a trail situation. •
Do not directly or by implication show that the Teryx side x side is able to go anywhere or that it has an unlimited or almost unlimited ability to operate on different types of terrain •
The Teryx side x side should not be shown being operated on public roads, streets, highways or any area that appears to be a public road, street or highway •
Do not show the Teryx side x side making sharp turns or performing an aggressive or prolonged slide or skid (e.g., “counter-­‐steering” maneuvers). This does not prohibit depictions of a Teryx side x side during turns at moderate speed during normal operation. Highlights or close-­‐up of wheels spraying dirt, sand, gravel, etc. must be avoided. Acceptable if ad depicts Teryx side x side clearly being operated in an identified closed course environment or sand dune with no vegetation and a professional rider. •
At no time should the operational instructions and warnings contained in the Teryx side x side Owner’s Manual and the on-­‐product labels be violated. Whenever there is a question as to whether something is appropriate for filming or photographing, the owner’s manual and other material distributed with the vehicle should be consulted, as well as these guidelines. •
Do not state that an operator may safely negotiate difficult terrain, such as steep hills, rocks or slippery surfaces. If rock crawling is depicted, only one wheel may be off the ground at a time. •
Avoid irresponsible references to speed, acceleration and horsepower. References to speed, acceleration and horsepower shall contain appropriate disclaimers as to how these performance criteria were obtained and the consumer’s Teryx side x side may vary from these results. •
Do not show the Teryx side x side modified with accessories not approved and offered for sale by Kawasaki 29 JET SKI® watercraft Age: •
All operators of all models must be old enough to have a motor vehicle operator’s license. The passenger must be of such size to permit their feet to comfortably reach the floorboard and for their arms to reach around the driver or hold onto the hand strap. Attire: •
Operators and passengers of Jet Ski watercraft must be depicted wearing proper apparel. In addition to wearing a Coast Guard-­‐approved personal flotation device (PFD) that is suitable for personal watercraft use, gloves, footwear and eyewear, operators and passengers must be depicted wearing protective swimwear such as a wet suit or clothing that provides equivalent protection (board shorts with neoprene liner). •
Depiction of helmeted operator shall contain a disclaimer that the activity is being performed by a professional rider on closed course Operator Behavior: •
When filming more than one personal watercraft in the same frame, the personal watercraft must be a minimum 50 feet apart either side by side or at a diagonal. Do not operate the PWC at full throttle unless the filming is of a clear race/racing environment. Other mandatories include: •
Must be started in more than 2.5 feet of water •
Cannot be shown jumping waves or wakes •
Jet Ski watercraft operation must be conducted within safe distances and speeds of other watercraft. Jet Ski watercraft may not be shown to cross over the wake of any other watercraft and at least 150 feet from shore (or more if required by local regulation). •
Jet Ski watercraft must never be shown operating over or near vegetation or rocks that are either below the surface or just above the surface. •
Jet Ski must never be shown operating near or depict being a disturbance to birds or other wildlife. •
Do not operate a Jet Ski watercraft in a zigzag fashion or make sharp turns if any other boats or people are visible. •
Limited amount of “air” under the hull as a result of natural operation of the watercraft in open water over surface undulations is acceptable. •
Keep both feet on the riding platform. •
At no times should the operational instruction and warnings contained in the Kawasaki Jet Ski Owner’s Manual and the on-­‐product labels be violated. Whenever there is a question as to whether something is appropriate for filming, the Owner’s Manual and other materials distributed with the product should be consulted as well as these guidelines. •
30 Avoid irresponsible references to speed, acceleration and horsepower. References to speed, acceleration and horsepower shall contain appropriate disclaimers as to how these performance criteria were obtained and the consumer’s product may vary from these results. Disclaimers ATVs ATV Disclaimer for PRINT – (Mandatory) (Adult-­‐only model ATVs over 90cc) • KAWASAKI CARES: Read Owner’s Manual and all on-­‐product warnings. Warning: ATVs can be hazardous to operate. For your safety: Always wear a helmet, eye protection and protective clothing. Never carry a passenger. Never ride under the influence of drugs or alcohol. Never ride on public roads or pavement. Avoid excessive speeds and stunt driving. Be extra careful on difficult terrain. Kawasaki ATVs with engines over 90cc are recommended for use only by persons 16 years of age or older. Kawasaki also recommends that all ATV riders take a training course. For more information, see your dealer, call the ATV Safety Institute at 1-­‐800-­‐887-­‐2887, or go to www.atvsafety.org. ©2015 Kawasaki Motors Corp., U.S.A. (Mix of youth and adult models) • KAWASAKI CARES: Read Owner’s Manual and all on-­‐product warnings. Warning: ATVs can be hazardous to operate. For your safety: Always wear a helmet, eye protection, and protective clothing. Never carry a passenger. Never ride under the influence of drugs or alcohol. Never ride on public roads or pavement. Avoid excessive speeds and stunt driving. Be extra careful on difficult terrain. Kawasaki’s KFX®50 is recommended for use only by persons 6 or older, and the KFX®90 is recommended for use only by persons 12 and older. All children under 16 riding ATVs should always have direct adult supervision. Kawasaki ATVs with engines over 90cc are recommended for use only by persons 16 years of age or older. Kawasaki also recommends that all ATV riders take a training course. For more information, see your dealer, call the ATV Safety Institute at 1-­‐800-­‐887-­‐2887, or go to www.atvsafety.org. ©2015 Kawasaki Motors Corp., U.S.A. ATV Disclaimer for RADIO – (Mandatory) (Adult-­‐only model ATVs over 90cc) • Read Owner’s Manual and all on-­‐product warnings. Kawasaki ATVs with engines of 90cc and above are recommended for use only by persons 16 years of age or older. Kawasaki also recommends that all ATV riders take a training course. (Mix of youth and adult models) • Read Owner’s Manual and all on-­‐product warnings. Kawasaki’s KFX®50 is recommended for use only by persons 6 or older, and the KFX90 is recommended for use by persons 12 and older. All children under 16 riding ATVs should always have adult supervision. Kawasaki also recommends that all ATV riders take a training course. 31 Motorcycle Safety Disclaimer – (optional) • KAWASAKI CARES: Read Owner’s Manual and all on-­‐product warnings. Always wear a helmet, eye protection, and proper apparel. Never ride under the influence of drugs or alcohol. Adhere to the maintenance schedule in your Owner’s Manual. ©2015 Kawasaki Motors Corp., U.S.A. MULE™ Side x Side Vehicle Safety Disclaimer – (optional) • KAWASAKI CARES: Read Owner’s Manual and all on-­‐product warnings. Always wear protective gear appropriate for the use of this vehicle. Never operate under the influence of drugs or alcohol. Protect the environment. The Kawasaki MULE™ side x side is an off-­‐highway vehicle only, and is not designed, equipped or manufactured for use on public streets, roads or highways. Obey the laws and regulations that control the use of your vehicle. ©2015 Kawasaki Motors Corp., U.S.A. TERYX® Side x Side Vehicle Safety Disclaimer — (optional) • KAWASAKI CARES: Read Owner’s Manual and all on-­‐product warnings. Warning: The Teryx® side x side can be hazardous to operate. For your safety: Always wear a helmet, eye protection, and protective clothing. Never operate under the influence of drugs or alcohol. Avoid excessive speeds and stunt driving. Be extra careful on difficult terrain. Protect the environment. The Kawasaki Teryx side x side is an off-­‐highway vehicle only, and is not designed, equipped or manufactured for use on public streets, roads or highways. ©2015 Kawasaki Motors Corp., U.S.A. JET SKI® Watercraft Safety Disclaimer — (optional) • KAWASAKI CARES: Ride responsibly. Kawasaki believes safety begins with us and continues with you. Always wear a USCG-­‐approved personal flotation device, eyewear, gloves, footwear, and a wet suit or clothing that provides equivalent protection (board shorts with neoprene liner). Never ride under the influence of drugs or alcohol. Respect the rights of shoreline residents and other marine recreationists. Boat smart from the start. Take a Boating Safety course; for more information visit www.USCGBoating.org. Jet Ski watercraft are inboard powerboats and their use is subject to all applicable federal, state, and local boating laws. Read Owner’s Manual and all on-­‐product warnings. ©2015 Kawasaki Motors Corp., U.S.A. 14. REGULATIONS •
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•
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Kawasaki has the right to disallow any advertising submitted which, in the opinion of Kawasaki, may be detrimental, injurious or offensive to Kawasaki, its products or the Kawasaki name. Kawasaki reserves the right to modify the rules and regulations of the Kawasaki Co-­‐op Program at any time. Dealers will be notified by Dealer Sales bulletins and/or Dealer Marketing bulletins of any changes. Should the final version of any ad differ from the version given prior approval by Kawasaki, and the difference conflict with Kawasaki’s Co-­‐op guidelines, the claim for reimbursement will be denied regardless of prior approval. Kawasaki personnel are not authorized to make any exceptions to this program or to sign separate advertising contracts for dealer Co-­‐op. •
In all matters relating to the interpretation and application of any rule or phrase of this program, the decision of Kawasaki shall be final. 32 15. FAQS Q. How much money do I have to spend on Co-­‐op? A. All Co-­‐op balance information can be found on the Kawasaki Co-­‐op Resource Center (www.kawasakico-­‐op.com). The Kawasaki Co-­‐op Resource Center is your online resource to check your available Co-­‐op funds, submit Prior Approvals and file eClaims for Co-­‐op reimbursement. Please see page 2 for more information on the Co-­‐op Resource Center. Q. How do I request prior approval? A. The process for requesting prior approval can be found on pages 5–6 of the 2015 Co-­‐op Advertising Program Guidelines. For dealer-­‐created ads, please follow the “Five Mandatories” found on pages 4–5 in order to avoid having to resubmit your request. Q. How long will it take to find out whether or not I received prior approval on my advertisement, and how will I be notified? A. You should receive notification in 5–7 business days as to whether your request for prior approval is approved or denied. If you submit a request for prior approval online via the Kawasaki Co-­‐op Resource Center or request by email, you will receive your notification by email from ACB. You may also check the Kawasaki Co-­‐op Resource Center for the status and real-­‐time updates of your Prior Approval if you choose not to wait for the email notification. If you submit your request by fax, you will be sent your notification by fax from ACB. Q. If I am using an ad from Kawasaki Ad Planner, do I need prior approval? A. No. All materials found on Kawasaki Ad Planner are pre-­‐approved. As long as the only modification is the addition of a tag with your dealership information, prior approval is not required. Q. If I choose NOT to use an ad found on Kawasaki Ad Planner, do I need prior approval? A. Yes. All advertisements that you did not take directly from Kawasaki Ad Planner and tag with your dealership information will require prior approval from the Advertising Checking Bureau (ACB) BEFORE your advertisement runs or airs. If an advertising agency, TV/radio station, newspaper publisher, billboard company, magazine publisher or any other media outlet creates your advertisement, you MUST submit it for prior approval. NO EXCEPTIONS. 33 Q. If I edit anything on an advertisement from Kawasaki Ad Planner other than tagging my dealership name, do I need prior approval? A. Yes. If you edit anything on an advertisement pulled from Kawasaki Ad Planner, we consider that to be a dealer-­‐created advertisement and therefore, will require prior approval. Simply tagging your dealership name does not constitute editing a Kawasaki-­‐created advertisement and therefore, it may run without prior approval. Q. How do I submit a claim? A. The process for submitting a claim for Co-­‐op reimbursement can be found on pages 10–17 of the 2015 Co-­‐op Program Guidelines. Please follow the appropriate checklist for the medium you wish to claim to ensure maximum reimbursement. Q. How long will it take for my claim to be processed and how will I be notified whether or not it was approved or denied? A. Your claim will be processed within seven business days. The Kawasaki Co-­‐op Resource Center will show the approval or denial of a claim within 24 hours of processing the claim, in addition to sending you an email notification. A detailed claim summary can also be found on the Kawasaki Co-­‐
op Resource Center. Q. How long do I have to submit a claim to the ACB before it is too late? A. You have 60 days from the time the advertisement ran or event was held to file the claim with ACB. Failure to submit in this timeframe will result in reimbursement denial. Q. Is there a current promotion on which I may capitalize? A. If there is a current promotion running on which you may want to capitalize, you should have received a Sales/Marketing Bulletin and/or Ad Alert indicating the requirements to qualify for the promotion. You may also check on Kawasaki Ad Planner by clicking on the tab labeled “Co-­‐op Program” and looking for the heading “Current Promotion.” If there is a current promotion, a document may be downloaded that details the current promotion. Please follow the promotion-­‐
specific guidelines to ensure maximum reimbursement. If there is nothing listed or featured below this heading, there is no promotion currently in place. Q. If I want to use a medium that is not listed in the Kawasaki Co-­‐op Advertising Guidelines, can I still submit a claim for reimbursement? A. No. The Kawasaki Co-­‐op Advertising Program may only be used with the qualifying media listed in the Kawasaki Co-­‐op Advertising Guidelines. If there is a medium you wish to see made available for Co-­‐op reimbursement in the future, please contact Kawasaki Co-­‐op Advertising Management at (800) 292-­‐0444. 34 16. IMPORTANT WEBSITES Kawasaki Co-­‐op Resource Center (claims, prior approvals, co-­‐op fund balances) www.KawasakiCo-­‐op.com Login Information: Usernames are unique to the Co-­‐op Resource Center and can be determined by the following: 1. For dealers with four-­‐digit dealer numbers, username will be dealer number with an extra “0” (zero) at the beginning. For example, dealer 5555’s Co-­‐op Resource Center username would be “05555”. 2. For dealers with five-­‐digit dealer numbers, username will simply be dealer number. Forgot your password? Please click the “Forgot Password” link on the login screen. Please call or email Kawasaki Co-­‐op Management if issue persists. Kawasaki Ad Planner (Kawasaki marketing materials) www.KawasakiAdPlanner.com Login Information: Usernames and passwords are unique to Kawasaki Ad Planner. To create a unique login, please click “Sign In/Register” and click “Create New Account.” Anyone can create an account on Kawasaki Ad Planner. Forgot your password? Please click the “Forgot Password” link on the login screen. Please call or email Kawasaki Co-­‐op Management if issue persists. Kawasaki Showroom Shop (POP materials) www.KawasakiAdPlanner.com/ShowroomShop Login Information: Username and password are identical to K-­‐Dealer login credentials. Forgot your password? Please click the “Forgot Password” link on the K-­‐Dealer login screen. Please contact the Kawasaki Help Desk ([email protected]­‐usa.com) if issue persists. 17. CONTACT INFORMATION Kawasaki Co-­‐op Advertising Management and Support Materials
(Co-­‐op Policies and Procedures, Kawasaki Ad Planner, Requests for Prior Approval and Claims Submissions, Kawasaki Showroom Shop, Point-­‐of-­‐Purchase Materials, Customizable POP, Custom Billboards, Zone Communications, Showroom Displays) Jake Cooper/Scott Weybright/Alex Adelson Co-­‐op Management Email: co-­‐[email protected]­‐usa.com Phone: (800) 292-­‐0444 Fax: (949) 266-­‐8135 Hours: 9:00 a.m. – 5:00 p.m. (Central Time) Kawasaki Outdoor Signage Becky Armstrong Dealer Development Supervisor – Sales, Planning & Promotions Email: [email protected]­‐usa.com Phone: 949-­‐770-­‐0400 ext. 2628 Fax: 949-­‐460-­‐5431 Hours: 8:00 a.m. – 5:00 p.m. (Pacific Time) Berry Network, Inc. (Yellow Pages, Trademark and Display Ads) Theresa Wells Account Executive Email: [email protected] Phone: (800) 366-­‐1264 Fax: (937) 298-­‐1426 Trader National Publications (Trader Magazines and Online Advertising) Albert Scholz Account Executive Email: [email protected] Phone: (757) 351-­‐8806 Fax: (757) 282-­‐2463 TEMPT IN-­‐STORE PRODUCTIONS (Formerly Vertis Communications) (Kawasaki-­‐created Billboards) Bonnie Nightingale Customer Service Email: [email protected] Phone: (949) 476-­‐0893 x 212 Fax: (949) 476-­‐2381 Hours: 9:00 AM – 5:00 PM (Pacific Time) 35 

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