2012 - Southeast Petro

2012
STREET
SMARTS
2012
STREET
SMARTS
With roots stretching back more than 100 years,
we’ve always been on the cutting edge of street-level design.
The key to our design philosophy is simple—welcome the customer.
SECTION
1
Section 1
Branding
Fueled Up. Ready to Grow.
The CITGO philosophy on brand image has always gone beyond mere bricks and mortar. It’s a fine balance
of curb appeal and the right mix of programs that will ultimately put you over the top with your customers
and your bottom line.
This year, we’ve achieved that balance with a brand image and slate of programs that separate us––and
you––from the competition. From our Centennial Image to our tried and true products and services to our
top-notch customer service, we’re fueled up and ready to grow!
In This Section:
Centennial Image
6
Trimark of Excellence/Mystery Shop Program 8
The CITGO AMERISTORE® 10
Sales Aids
11
CITGO Fast Lube Program 13
2012
STREET
SMARTS
“Everybody needs to re-image as soon as
possible. You can see the increase in sales.
It’s tremendous!”
Stanley and Krist Atanasoff
Krist Oil Company
CENTENNIAL IMAGE
Good looks translate to great sales when you re-brand your current CITGO location to feature the new Centennial
Image!
This clean, contemporary design is reasonably priced and easy to adapt to fit your location. It is currently available
to you and must be in place by Dec. 31, 2015. The optional interior graphics package will not change.
When planning your re-image, make sure that your CITGO street sign reflects the CITGO Euro color image, with
blue price faces, green diesel price faces and price cabinets and poles painted with CITGO gray paint.
“It’s terrific! There’s no other image in the
market like this… Our dealers are very excited
and want us to bring the new image to them.”
Mark Maddox
Cary Oil Company
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Section 1: Branding
SECTION
1
Gas Station Specifications
Here are the specifications for a standard canopy,
pump island and pump. Specifications may differ
based on the size of the canopy/location. Small
or irregular canopies may require a different
treatment. Complete details can be found in the
CITGO Image Standards and Installation Guidelines
manual. Contact your CITGO gasoline supplier for a
copy.
Trimark - Extended - Primary Fascia
CITGO Letters - Blue Channel - Primary
Triform - Primary Fascia
Column - Painted CITGO Dark Gray
CITGO White Vinyl
CITGO Medium Re
Pump ID Flag Signs
5
Self/Full Serve
Valance Decals
(See Dispenser)
7
Full
White Riser
Red Accent
Primary Fascia Elevation
Bollards - Painted CITGO Dark Gray
with Stripe Decals
CITGO Letters - White Channel- Seco
Triform - Secondary Fascia
Credit card applicati
located to the left of
on both sides of the
Approved alternative
canopy pole.
Pump Valance
Pump Topper
Pump Skirt
Island Curb - CITGO
Secondary Fascia Elevation
Bollards - Painted CITGO Dark Gray
with Stripe Decals
Valance Kit
Riser Set Decals
Federal Decals
Unleaded Gasoline
Federal Law Prohibits
Safety And Information Decals
Danger: Extremely Flammable
Pump Number Decals
Crind™/ Card Reader
Card reader graphics are only available
from equipment distributor.
Product Id’s
Octane Codes
10
Pump Skirt Decal
10
Black Masking Vinyl
Section 1: Branding
7
2012
STREET
SMARTS
TRIMARK OF EXCELLENCE/MYSTERY
SHOP PROGRAM
In 2010, we celebrated our 100-year legacy
by rolling out our new Centennial Image. This
year, we’re raising the mark on retail excellence
by rolling out a new mystery shop program
to celebrate the boost in volume and new
customers that go along with adopting this new
image.
Making Your Mark
Lots of changes come along with the new
and improved mystery shop program, so
we’ve provided you with a breakdown of all
the important elements to help you better
understand how the program works, what’s in
it for you and how we can help you raise your
scores and maintain the momentum.
What’s Changed
1. New Name: We wanted the new
mystery shop program to better align
with the vitality of the CITGO brand, so
we re-named it the Trimark of Excellence.
The administration of the program is not
affected by this name change.
2. Shop Frequency: More shops mean better
consistency and enhanced feedback for you
to perform at your best:
• Shop 1
Jan. 1 – March 31
• Shop 2April 1 – June 30
• Shop 3
July 1 – Sept. 30
• Shop 4
Oct. 1 – Dec. 31
3. Grading System: Instead of the less
specific “Gold,” “Silver” and “Bronze”
designation, we’ve streamlined the grading
system, pinpointing your performance
based on a possible perfect score of
100 points plus one, three-point bonus
question.
8
Section 1: Branding
The scores are based on a series of
questions, of which some have partial
credit.
4. Questionnaire: The questionnaire
has been modified to put emphasis on
consistency and is divided into three
significant sections that encompass
the overall retail experience of your
customers––Fueling, Shopping and
Customer Service.
5. Quarterly Rewards: CITGO will provide
gasoline suppliers with the following for
retail locations scoring 95% or higher on a
shop:
• $150 in CITGO Gift Cards
• A letter of commendation
• A performance certificate to display in
the store
Gift Card
Grabbing Incentives
Visit MyCITGOStore.com to register
your location (name, store address,
store number, email, mobile phone
number) and you’ll be entered to win
prizes throughout the year!
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1
6. Annual Rewards: CITGO will provide
gasoline suppliers with the following for
the top 5% of locations averaging 90% or
higher on all four shops:
• A recognition plaque
• A decal to display on the door for all
to see
• $1,000 in Visa gift cards
7. Review: Similar to the old Mystery
Shop Program, the shops are conducted
by a third-party vendor that provides a
customized summary report to your CITGO
gasoline supplier. Recommendations for
improvements and possible training will be
discussed with locations.
Beginning in the fourth quarter of 2012,
the following penalties will be applied to
gasoline suppliers for each location scoring
less than 70 percent on any given shop.
• 1st failure – warning letter (no charge)
• 2nd consecutive failure - $100 charge
• 3rd consecutive failure - $200 charge
and subject to debrand
• 4th consecutive failure - $500 charge
and subject to debrand
•
5th consecutive failure - $1,000
charge and subject to debrand
8. myCITGOStore.com: This unique,
one-stop-shop website provides incentives,
tips for improvement and performance
check-ups, training videos and more.
After first quarter results are received, Retailers
that register at myCITGOStore.com will have
access to even more information, including:
• Quick, easy to understand performance
dashboard reports
• A complete review of your mystery shop
survey results
• A user-friendly request for appeal
Section 1: Branding
9
2012
STREET
SMARTS
The CITGO AMERISTORE®
The CITGO AMERISTORE is an affordable, easy-to-implement graphics
branding package that is totally modular in design. With a variety of floor
plans ranging from a grand-scale, 8,500-square-foot flagship location to
a modest neighborhood store, the CITGO AMERISTORE is sure to have a
model that meets your business needs. A straightforward ordering process
and step-by-step graphics installation instructions make the decision to go
with a CITGO AMERISTORE package even easier!
While the bold, futuristic Centennial Image branding for your location
canopy, pumps and pump islands is currently available, the CITGO
AMERISTORE interior graphics design package remains the same, making
it the store design of choice to maximize customer appeal now and into the
future.
Retrofit Kits and Interior Graphics
Design Package
Upgrade using the CITGO AMERISTORE retrofit components to enhance
your image on virtually any size and shape of store.
All interior graphics are constructed using highly durable styrene-covered
foam core and printed with UV-resistant inks, which will provide years
of service. The design package can be used at any of your existing
CITGO-branded locations. Standard icons and materials apply, but
customized materials can be developed by our preferred vendor, Mountain
Commercial Graphics, to help differentiate you from your competition.
Contact the vendors listed below to order your CITGO AMERISTORE plans,
retrofit kits and interior graphics today!
Proven Market Appeal
The CITGO AMERISTORE design is the result of extensive research and
testing done by a world-class retail graphics design firm. The CITGO
interior graphics design package provides color graphics identifying every
key convenience store sales category, with custom graphics available for
different needs.
10
Section 1: Branding
Plans:
Al McCreary & Associates, Inc.
Robert Guess
918-749-2231
[email protected]
Retrofit Kits and Interior Graphics:
Mountain Commercial Graphics
Jonathan Coronado
1-800-950-4923
[email protected]
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1
Sales Aids This versatile marketing mix of sales aids lends itself to a variety of business models, so feel free to select
those that work best for you.
CITGO Welcome Kit
Our Welcome Kit allows you to say “Hello!” to the neighborhood in style!
This year’s Welcome Kit includes exciting Point of Purchase (POP) graphics such as flanges, yard signs and
column lug-ons. The kit will ship automatically at no cost to all new-to-CITGO locations when they reach
branded (“B”) status (branding materials have been ordered).
The 2012 Welcome Kit includes:
• Acrylic “Take One” Application Dispenser
• Manual Credit Card Envelopes
• CITGO Buying Group Materials
• POP Materials
• Cintas Catalog and $200 Coupon for
Uniforms
• CITGO Pens
• Lanyards and Name Badges
• Starter Set of CITGO Business (fleet) Credit Card
Applications
• CITGO Payment Card Guide and
Regulations Handbook
• Street Smarts
• Credit Card Invoice Kit
• Starter Set of CITGO Plus Credit Card
Applications
• Trimark of Excellence Brochure
• Retailer Programs at a Glance
Special Event Giveaways
Make sure you have plenty of CITGO souvenirs
on hand when you host your special event such
as a customer appreciation day or a “Re-Grand”
Opening.
Ordering information:
Halo Brand Solutions
Melissa Hunter
1-800-468-4332
[email protected]
www.mylogogear.com/citgo
Section 1: Branding
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2012
STREET
SMARTS
Grand Opening POP Kit
It requires a lot of planning to make your grand
opening successful. To make it easy, we’ve developed
a handy Grand Opening checklist and festive Point
of Purchase (POP) materials that focus on local
ownership, an attribute we know is a winner for
customers! This kit ships at no cost upon request from
your CITGO gasoline supplier.
The 2012 Grand Opening Kit includes:
• Grand Opening Checklist – We’ll walk you through
your opening step-by-step to ensure things get
done right and on time for the big day!
• POP Materials
• Grand Opening Banner
• CITGO Balloons and Clip-n-Strings
• CITGO Pens
• CITGO Pennants
• Registration Box and Entry Pads
Customizable Retail Materials
More than ever before, your customers are looking for a good deal. Whether you’ve recently
upgraded your location to the new Centennial image or you just want to announce a special
promotion or daily deal, we can help you communicate that message in a variety of ways with
customized retail materials, including:
• Customizable Special Ad/Flier
• Retailer Location Web Page Ads (See section 3, page 40 for more details)
• Billboards
• POP
12
Section 1: Branding
SECTION
1
CITGO Fast Lube Program
Why not add a CITGO Fast Lube to your location? After all,
there’s a fast-growing group of customers out there looking for
a professional to take care of their oil change needs, and they
represent sales you’ve been missing out on.
Below are four great reasons to make CITGO Fast Lube a part of
your business strategy:
1. Enjoy a franchise-quality program without the associated costs.
2. Boost your reliable revenue stream.
3. Increase your customer loyalty.
4. T he program is easy to implement and comes complete with
proprietary management and operations training.
For more information about the CITGO Fast Lube Program, please
contact a CITGO Installed Account Manager ([email protected] /
[email protected] or 504-420-8935 / 713-206-9014).
Section 1: Branding
13
SECTION
2
Section 2
Payment Card
More than Just Plastic
The payment card landscape has changed dramatically over the past few years. Although plastic is the
preferred method of payment, good payment card operations mean so much more than just a solid offering of credit cards. Important industry issues like fraud, PCI compliance and loyalty programs must also
be addressed. At CITGO, not only do we offer you a suite of payment card options to fit the needs and
lifestyles of your customers, but we back that suite up with the tools, training and programs you need to:
·
Help protect your locations from fraud.
·
Ensure the PCI compliance of your hardware/software.
·
Provide your customers with loyalty programs developed with them in mind.
In This Section:
Proprietary CITGO Payment Cards
16
Debit Cards, EBT and Broadband 17
Payment Card Industry/Data Security Standard (PCI DSS) 19
Loyalty Programs
21
2012
STREET
SMARTS
Proprietary CITGO
Payment Cards
CITGO Gift Card
All CITGO customers are important to the
success of your business. However, those
wielding CITGO proprietary payment cards are
the most valuable of all. Research shows that
proprietary gasoline cardholders are more likely
to patronize a single brand than the average
customer.
CITGO Business, Business Select,
Business Select MasterCard® and
In-Store Cards
Please continue to accept all card designs for
all CITGO proprietary payment cards as a valid
form of payment until they are phased out over
the next year.
Fleet managers handling dozens of vehicles
across state lines as well as local fleet
managers with several vans or trucks are prime
candidates for the CITGO Business card.
•Just like cash
CITGO Plus
New Design
Coming in 2012
•No dormancy fee
•No expiration date
•Rechargeable
•Balance check availability
• Consolidation of gas charges
Customers are able to set the value of their
card in whole dollar increments ranging from
$5 to $300. Just activate through the in-store
Point of Sale (POS) terminal at the time of
purchase, and they are ready to go.
• Pay-at-the-pump convenience
• Flexible payment options
CITGO CELEBRITY® Card
• Additional cards for family and friends
at no extra cost
New Design
Coming in 2012
• Itemized monthly statements
Your customers can apply by:
•Calling 1-800-GO-CITGO
•Logging on to www.citgo.com
•Completing an application available at all
CITGO gas stations and mailing it in
•5 percent rebates on
domestic airline tickets
•Credit card protection (all credit and
debit cards)
•Access to online bill pay
This premium “niche” consumer card features an
active base of around 26,000 accounts and has
an annual fee of $25. For complete information,
have your customers contact 1-800-756-2484.
The Business Select MasterCard provides the
same benefits as the CITGO Business Select
Card, and it can be used at ALL sites, including
non-CITGO locations!
Competitive Rebate Incentive
Your customers will continue to receive the
competitive rebate of 5 cents-per-gallon when they
use their CITGO Business/Business Select cards
(excludes CITGO Business Select MasterCard)
during the first three months the account is open.
This rebate will appear as a credit on their second
monthly statement.
Tiered-Volume Rebate
All CITGO Business Select and Business Select
MasterCard cardholders are eligible for the
tiered-volume rebate.* These cardholders
represent 5 percent of our existing fleet
accounts.
T he tiered structure is based on gallons
purchased and places the program among the
most competitive in the marketplace.
Gallons Per Month
Cents-Per-Gallon (CPG)
500 – 2,499
1
2,500 – 4,999
2
5,000 – 6,999
3
7,000 – 9,999
4
10,000+
5
*The tiered rebate applies only to purchases
made at CITGO-branded locations.
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Section 2: Payment Card
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Marketing Blitz
Southern Region
A sales team has been assembled to help grow
the program, and a marketing brochure geared
toward fleet customers is available.
Denny Easterday
(AL, FL, GA, MS, NC, SC, TN)
770-617-5425
[email protected]
VIP Hotline
Marketers and Retailers, but not consumers, may
contact the CITGO/FleetCor Sales Manager using
the information below to have an application
fast-tracked through the credit approval process,
receive help closing a sale or answer any fleetrelated questions.
HelpDesk
1-800-561-4991
CITGO VIP Hotline
1-866-249-4723
Fax: 1-877-470-2234
[email protected]
CITGO/FleetCor Sales Managers
Central Region
Richard Cyr
(AR, IN, LA, MI, TX)
281-830-4879
[email protected]
Mark Kapturski
(IL, WI)
708-516-7913
[email protected]
Northeast Region
Debit Cards, EBT and
Broadband
Debit cards are a force with which to be reckoned,
rivaling cash and credit cards as today’s payment
method of choice.
Web Presence
A page on www.citgo.com enables customers
to apply, pay their bill and access their account
to manage fuel restrictions, set card limits and
restrictions, cancel a card, etc.
Customer Appreciation
Utilizing statement messages and inserts, CITGO
will thank existing customers for their business
and contact inactive customers, encouraging
them to visit their local CITGO station.
The following is a list of debit networks currently
available to all participating CITGO retail locations:
•ACCEL •AFFN
•Alaska Option
•CU24 •Interlink
•Maestro
•Pulse/Tyme
•Quest EBT
•NYCE
•Star
•Visa ReadyLink
Credit Card Application
Acrylic Holders
CITGO refills these holders
with new applications
each time new Point of
Purchase (POP) materials
are installed. All that
is required of you is to
keep the holders filled in
between POP campaigns.
If you’re interested in enrolling any or all of your
retail locations in the program, please contact the
CITGO POS HelpDesk at 1-800-533-3421, option 2.
Electronic Benefits Transfer (EBT)
Remember, two holders are required per each
dispenser. To order, contact your CITGO gasoline
supplier.
Richard Cyr
(CT, DE, MA, ME, NH, NJ, NY, PA, RI, VT, WV)
281-830-4879
[email protected]
Anthony Simmons
(MD, VA)
202-812-9595
[email protected]
EBT consists of two parts––Cash Benefit and Food
Stamps. CITGO currently offers Cash Benefit EBT
through locations set up for debit processing via
Citicorp EBT and Quest EBT.
VeriFone Ruby and Sapphire system users can
process electronic food stamp cards (EBT Food
Stamps) in most states. These systems make
processing food stamps much easier; they require
less training and are less likely to result in fraud or
chargebacks. Most important, they increase your
sales potential by making it possible to meet the
needs of an unconventional customer payment
card group. Call 1-800-533-3421,
option 2, option 3 for more information.
Certified POS Systems
The 2012 CITGO Certified POS Systems include:
•Gilbarco Passport (dial, VSAT and Internet)
•Pinnacle Palm (dial and Internet)
•VeriFone Ruby (dial, VSAT and Internet)
•VeriFone Ruby/Sapphire (dial, VSAT
and Internet)
•VeriFone Topaz/Sapphire (dial, VSAT
and Internet)
•VeriFone Vx570 stand-alone terminal (dial
and Internet)
Section 2: Payment Card
17
2012
STREET
SMARTS
Broadband Internet-Based Processing
CITGO has partnered with Heartland and SPRINT to
bring you a turnkey, competitively priced solution
for your broadband needs. Heartland provides the
encryption module through its SmartLink technology;
SPRINT provides the connectivity piece of the
solution, with its state-of-the-art 4G wireless product.
Both product lines are fully PCI compliant.
VeriFone Managed Service Program
We have partnered with VeriFone to bring you a
Managed Service Program, which will allow you
the use of either a full Ruby/Sapphire system
or a Sapphire upgrade for your Ruby at a low,
fixed, monthly price. This solution provides full,
on-site maintenance and the peace of mind that
comes with knowing you are always running
18
Section 2: Payment Card
PCI-compliant software and that any POS
issues will be handled by a professional service
technician.
VeriFone HelpDesk and Software
Maintenance Program
VeriFone now requires all users to subscribe to a
HelpDesk and Software Maintenance program.
But, CITGO was able to negotiate a price reduction
for this service, and we’re passing it on to you!
You are not required to take advantage of this
month-to-month program, but you must complete
an “opt out” form if you don’t wish to participate.
Additionally, VeriFone no longer allows
CITGO to make courtesy calls at the request
of retail locations.
To obtain additional information on whether or
not these solutions can benefit your business,
contact one of the CITGO POS Product
Managers listed below.
Donna Gordon
1-800-423-8434, ext. 4781
Fax: 832-486-4476
[email protected]
Jeff Maybray
1-800-423-8434, ext. 4782
Fax: 832-486-4476
[email protected]
Sherry Thompson
1-800-423-8434, ext. 5494
Fax: 832-486-4476
[email protected]
SECTION
2
Payment Card Industry/Data
Security Standard (PCI DSS)
In 2006, VISA International, MasterCard
Worldwide, American Express, Discover
Financial Services and JCB jointly announced
the formation of an independent council
designed to manage the ongoing evolution of
the Payment Card Industry (PCI) Data Security
Standard (DSS), which focuses on improving
payment account security throughout the
transaction process.
These standards globally govern all merchants
and organizations that store, process and/
or transmit cardholder data. Compliance with
the PCI set of standards is mandatory, and is
enforced by the major credit card brands that
established the council. At this time, POS
software must pass the PCI PA (Payment Card
Industry Payment Application) standard and
PIN Pads must be compliant with the Triple
Data Encryption Standard (TDES) for debit card
processing.
Questions regarding POS programs and
PCI-DSS POS compliance should be directed
to Charlotte Loomiller at 1-800-423-8434, ext
4718, or [email protected].
Questions regarding PCI-DSS should be
directed to Rhonda Todd at 1-800-423-8434,
ext 5366, or [email protected].
CITGO PCI e-Learning Center
In an effort to help you secure sensitive data and comply with mandatory card brand rules, CITGO, in
conjunction with ProPay, has developed the CITGO PCI e-Learning Center. This site is a free resource
intended to provide a single-source destination to help you with your PCI and information security
training needs.
Three courses and step-by-step user instructions are currently available:
•Basic Security Fraud – Sales Associates
•Intermediate Security Fraud and PCI DSS – Store Managers
•PCI Compliance Basics – Store Managers
•Step-by-Step PCI e-Learning Center User Instructions – Store Managers and Sales Associates
These courses have been designed by industry experts with significant training experience. They
outline the requirements necessary to meet PCI compliance, measures that can be taken to prevent
fraud at a location, the meaning behind the 12 PCI rules and much more. Courses are tracked and
scored, with certificates of achievement given upon successful completion. Additionally, an array of
reporting can be generated to show which courses have been completed and by whom. Contact your
gasoline supplier to enroll.
Section 2: Payment Card
19
2012
STREET
SMARTS
20
Section 2: Payment Card
SECTION
2
Loyalty Programs
When it comes to loyalty programs, CITGO does
not believe in a one-size-fits-all approach. Every
locally-owned and operated CITGO store is
unique, and your approach to building customer
loyalty should recognize that. That’s why we’ve
partnered with the leading providers of loyalty
programs to the petroleum industry to help you
find the right solution for your stores.
Exclusive Connection$
We’ve partnered with Exclusive Connection$
to help you not only develop a great loyalty
solution, but implement it well. Exclusive
Connection$ delivers a sales and marketing
team that specializes 100% in the development,
implementation, and support of C-store loyalty
programs. It has the proven industry experience
and track record of success to help you design
and implement the right loyalty offering for your
market.
Exclusive Connection$ offers a comprehensive
bundle of services through its Loyalty Accelerator
Program, including:
• Loyalty Program Recommendations and RollOut Plan
• Card Design, Issuance and Registration
Support
• Promotions Management
• Marketing and Advertising Support
• POP Material Management
• Loyalty Training Programs
• Program Budgeting and Cost Analysis
• Consulting Support
Loyalty Providers
GET CASH
BACK
When you use your CITGO Gift Card, CITGO Business
Card or CITGO Plus Card. CITGO makes it easy to get
a rebate every time you refuel. Using your CITGO card
is the smart choice for instant savings.
6
¢
on every
gallon!
Only at participating locat ons Promot on can be discontinued w thout notice Discount amount subject to change Fuel d scount valid only when purchase does not exceed exist ng CITGO G ft Card value Discount on C TGO Bus ness Ca ds will not be reflected on your monthly repo t
• Centego (an Excentus Company)
CITGO Cash Back Program
• Outsite Networks Loyalty Solutions
The CITGO Cash Back Program allows you to
create your own customized fuel discounts. It
is designed to attract more repeat customers
and CITGO payment card purchases and offers a
cents-off rebate for purchases made with cash or
CITGO Plus, Gift and CITGO Business cards.
• ValueCentric Marketing Group (VCMG)
Whether you want to build fuel sales, drive store
sales, feature added value services, automate
your coffee club, offer a sweepstakes or involve
your community in supporting a local charity, the
tools and help you need to build your own loyalty
program and make it successful are available to
you through CITGO. And implementing loyalty
doesn’t need to be expensive. Loyalty solutions
are available at various price points to meet your
current level of technological sophistication.
To order customizable advertising and POP,
contact your CITGO gasoline supplier.
For more information on getting started, contact
Exclusive Connection$ at (800) 467-8073, or
[email protected].
If you have questions, contact Dan Rickel,
CITGO Marketing Technology Manager, at
918-437-0206, or [email protected].
CITGO offers more options to help you get that
perfect fit by partnering with three of the top
loyalty program providers in our industry. Let
Exclusive Connection$ help you decide which
loyalty partner and program options are right for
you.
Section 2: Payment Card
21
SECTION
3
Section 3
Brand Advertising
Get Ready for the Good!
As a society, we seem to spend a great deal of time lately focusing on what’s wrong. Wouldn’t it be nice
if, instead, we found it easier to count our blessings and focus on the good things in life?
It’s not hard for the people of CITGO. Good things are definitely brewing for us this year. From good deals
on good fuel to good business practices and good neighbors who are fueling good, we’re all about the
good in 2012! And we’re taking that message to the streets in a multi-platform, highly targeted brand
advertising campaign designed to drive more customers to your pumps and through your doors. How good
is that!?
In This Section:
Brand Strategy
24
Target Audiences
25
The 2012 Campaign
30
Grassroots Public Relations (PR)
38
Promotions
39
Social Development Initiatives
41
Cause Marketing
42
Graphic Standards
43
2012
STREET
SMARTS
BRAND STRATEGY
2012 Brand Message Points
Over the past several years, our brand advertising efforts have worked to
change the conversation with our consumers, focusing on specific inalienable
brand truths––truths like locally owned and doing good––to instill
confidence in our consumers to support your locally owned and operated
businesses. And it’s worked! Our research shows that consumers are more
likely to buy CITGO because of our local ownership and fueling good efforts
in local communities
We’ve kept in place our message points that have worked well for us in the
past, but we’re investing in focused, turn-key retail activation efforts that
will improve purchase frequency, attract current non-users and sell more gas
at your locations.
This year, we’ll continue that trend, further positioning CITGO as the most
human and caring oil company. But we’ve also got a little something else up
our sleeve. We’ve evolved our campaign to support aggressive retail activation efforts that will help you:
• sell more gasoline
• compete and prosper through more opportunities for convenience store
purchases
• provide another tool to attract new retail locations
24
Section 3: Brand Advertising
Our 2012 key brand message points include:
• Doing Good
• Local Ownership
• Fueling Good
• Diversity
• Easy Rewards for Frequent Fill-ups/Purchases
SECTION
3
TARGET AUDIENCES
A Refreshed Look at Your High-Potential Customers
Shifting attitudes. Increased focus on the economy and personal finances.
Heightened concerns about the environment. Expectations of corporations’ roles
for societal common good. The “What’s In It For Me?” syndrome. These are but
a few of the things that create changes in the way consumers perceive the world
around them. And these perceptions affect the many choices they make every day,
including their gasoline brand of choice.
At CITGO, we’re always studying the marketing environment with an eye to how
it will affect the customers that have the highest potential in terms of sales and
ongoing loyalty for your retail locations. And this year, our research has dictated
a need to refresh the original segmentation. There are three new consumer
segments that represent the greatest opportunity for increasing visits to CITGO
and our Retail activation initiative was designed just for them.
Meet your high potential customers!
Section 3: Brand Advertising
25
2012
STREET
SMARTS
C-Store Chillers
The first of our customer segments is called C-Store Chillers. You’ll often find members of this group
just “hanging out” in and around your locations, looking for a great retail experience. They tend to be
young males of ethnic descent (Hispanics, African Americans and Asians), and frequently communicate
using social media.
% of population
26
Section 3: Brand Advertising
SECTION
3
Guardians of Good
The second customer segment is the Guardians of Good. These young adults (more women) are liberal
in outlook and are socially active. They are protectors of the environment and are often involved in
charitable causes.
% of population
Section 3: Brand Advertising
27
2012
STREET
SMARTS
Loyalty Royalty
Our third customer segment is known as Loyalty Royalty. Good deals are important to this group as it is
defined by its high number of loyalty program members. Women make up 60 percent of the group and
tend to be in their 40s and married.
% of population
28
Section 3: Brand Advertising
SECTION
3
There’s a New Influential in Town
Last, but not least, are the New Influentials. Due to the changing social, economic and technological
landscape in the United States over the past four years, a new “Influential” definition was developed to
take into account these new facets of American life.
Based on the new definition, a consumer is considered a “New Influential” if he/she qualifies for three
or more of the following:
• Is a traditional “Influential” (original Roper definition)
• Definitely would recommend at least one gasoline brand and disagrees that all gas brands are the
same
• Consider themselves an expert in current events, politics or environmental issues
• Consider themselves an expert on cars
• Visit social media sites in order to share their thoughts on current events or to show passion for
products and brands
• Is part of an online community that shares thoughts or ideas
These “New Influentials” also line up well with our Retail activation strategy and with our core brand
messages. What’s more, 44% of “New Influentials” reside within our three main consumer segments!
% of population
Section 3: Brand Advertising
29
2012
STREET
SMARTS
THE 2012 CAMPAIGN
Campaign Elements
This year’s campaign is all about the good! The good
works of the people of CITGO, and the good your
locations will enjoy through increased foot traffic in
your stores and at the pumps.
In 2012, not only will our media plan continue to
spread the word among millions about the positive
impact the people of CITGO make every day in
communities across the nation, but it will also drive
traffic to your pumps and through your doors.
The multi-platform campaign will be seen and heard
on TV, radio and outdoor billboards as well as point
of purchase materials at your stores and via digital
advertising. This year’s campaign elements include:
Television
Four 30-second spots featuring the following
messages:
• Locally owned and doing good
• Fueling Good
• Diversity (CITGO Support of minority-owned and
small businesses within our supply chain)
• Easy Rewards Program (Frequent Filler Program)
Radio
Three waves of POP featuring the following messages:
• Wave 1 – Quality Fuel
• Wave 2 – Easy Rewards Program (Frequent Filler Program)
Two 60-second spots and a 30-second spot, featuring
the following messages, respectively:
• Easy Rewards Program (Frequent Filler Program)
• Locally Owned and Doing Good
National Public Radio (NPR) reads with
messages about:
• Fueling Good in Local Communities
• Diversity in Supplier Chain
• Locally Owned and Doing Good
• CITGO Social Resonsibility Programs
Outdoor Billboards
Two outdoor billboards with the following messages:
• Easy Rewards Program (Frequent Filler Program)
• Quality Fuel
30
Point of Purchase (POP)
Section 3: Brand Advertising
• Wave 3 – Fueling Good
SECTION
3
Traditional Advertising
The goal of the 2012 campaign is to get people to your pumps and in your stores––for just one more visit, one more purchase, one more tank of gasoline.
Television
“Fuels Good”
ANTHEMIC MUSIC
VIDEO: Beautifully shot vignettes of our target
audiences enjoying life and each other in the pursuit
of good things. In several scenes, words are supered
to underscore the action. However, in those scenes
both the supers and the imagery merges together
to form a new interesting or ironic scene, and each
forms the super “Good.”
VOICE OVER: Here’s to the philosophy that if it fuels
good, do it. If it’s the reward for achieving one of your
goals today.
VIDEO: A retailer is handing out drinks to kids on a
soccer team outside the store. The scene merges and
two kids morph together as do their jerseys, which
then read, “We’re #1.” The supers “Goal” and “Today”
merge to form “Good.”
VOICE OVER: Or, if it’s ensuring the performance of
the engine you need for your livelihood.
VIDEO: The two working vehicles at the pump
merge. The supers “Go-Time” and “Livelihood” merge
to form “Good.”
VOICE OVER: Fuel the good in every twist and turn
of your journey. And it all begins at your local CITGO,
with just what everybody needs.
VIDEO: Interior of the store showing a huge
selection of stuff. The “Go” from CITGO and the “od”
from everybody forms “Good.”
VOICE OVER: And with each visit you help us fuel
good causes in our neighborhoods by giving back.
VIDEO: Volunteers are planting trees. One individual
holds the tree and another individual holds a hose.
They merge together to look as if they are shaking
hands. The supers “Goodwill” and “Neighborhood”
merge to form “Good.”
VOICE OVER: Yes. Here’s to the go-getters and
everywhere the road takes them.
VIDEO: Vehicles driving along a road merge into one
moving vehicle. The supers “Go-Getter” and “Road”
merge to form “Good.” Cut to CITGO station exterior.
Voice Over: Your locally owned CITGO says, if it
fuels good, do it.
VIDEO: Super of CITGO logo and FuelingGood.com.
“Diversity”
MUSIC: Fun, Energetic Track
VIDEO: Slow-motion scenes of diverse individuals
walking toward the camera. Many people represent
the evolution of CITGO gas, beginning with the
refinery and ending at the station, all intercut with
diverse people representing local business and
real people whose lives we impact. To make this
commercial feel in campaign with the other two
spots, we’ll use the same “Fuels Good” language,
and in two scenes, words morph together to form the
word “Good.”
VOICE OVER: From the refinery to the research lab,
on the highways and all the way to your local station,
CITGO is fueling good things across the country.
VIDEO: Show a diverse array of local business
people. The letters G+O in “Homegrown” morph with
the letters O+D in “Livelihoods” to form “Good.”
VOICE OVER: By working with all kinds of locally
owned businesses. Because it’s local entrepreneurs
that keep our economy moving forward. And help our
communities thrive.
VIDEO: Show several diverse Retailers in different
locations at the stations. The letters G+O in
“Neighborhood” morph with the letters O+D in
“World” to form “Good.”
VOICE OVER: Which makes a world of difference in
our neighborhoods.
VOICE OVER: CITGO. Fueling Good.
VIDEO: Super of CITGO logo and FuelingGood.com.
Section 3: Brand Advertising
31
2012
STREET
SMARTS
“Good Takes Flight”
VIDEO: (Animation) We open on a man walking
through his town. It’s pouring rain. He sees a
newspaper headline that reads, “Rain for Weeks.”
We see all the townspeople are pale. The flowers
are dying. The gardens are ruined. We cut to our man
building something. We’re not sure what it is, but he’s
working night and day. The neighbors grow curious.
He’s pulling in all sorts of different crazy parts. We
reveal that he’s built an interesting “flying machine.”
We see him pilot his machine towards the rain
clouds. He flips a lever on his machine that operates
a vacuum to pull the clouds away from the town. We
see everyone in the town is overjoyed that the sun is
back out. The town will have CITGO signage to match
the “time period” of the animation.
VOICE OVER: However you bring good into your
neighborhood, CITGO wants to help you fuel it.
Donating thousands of gallons of fuel is just one of
the many things we do to help communities get more
good per gallon.
VIDEO: Good Animation (series of initiatives
“rotating” into each other to illustrate all the good
CITGO is fueling – Heating Oil Program, Energy
Efficient Lighting Program, Community Education,
Supplier Diversity Initiatives, etc.)
VOICE OVER: CITGO. Fueling Good.
VIDEO: Super of CITGO logo and FuelingGood.com.
“Easy Rewards Program – Fuels Good”
ANTHEMIC MUSIC
VIDEO: Vignettes of our target audiences enjoying
life and each other in the pursuit of good things. In
several scenes, words are supered to underscore the
action. However, in those scenes, both the supers
and the imagery merges together to form a new
interesting or ironic scene, and each forms the super
“Good.”
32
to form one person with two phones having two
conversations. Supers “Go” in Goodies and the “Od”
in productivity merge to form “Good.”
them, to use just like cash. From the get-go, it’s the
easiest method of earning cash back rewards out
there.
VOICE OVER: Or if it fuels good things every day.
Because you can now earn cash back for everyday
purchases at CITGO such as gas, food or whatever.
VIDEO: Super of CITGOEasyRewards.com. Match
dissolve from a Visa credit card to a CITGO Gift
Card. A customer hands the CITGO Gift Card to the
attendant to pay for his items. Supers “Go” in get-go
and the “Od” in method merge to form “Good.”
VOICE OVER: CITGO believes if it fuels good, do it. If
it’s just something to lift your day. Or it gives you the
energy to accomplish twice as much today.
VIDEO: Show exterior of a CITGO station with lots of
activity. Cut inside the store and show products. Two
customers and the items they’ve purchased merge
into one. Supers “G” and “O” in gasoline and the “Od”
in productivity merge to form “Good.”
VIDEO: Show people in a carpool supplied with
snacks and sodas. The women in the back seat are
busy multitasking. They merge, they’re laptops merge
VOICE OVER: Simply go to CITGOEasyRewards.com
and register. Your rewards will add up automatically.
And we’ll send you CITGO Gift Cards as you earn
Section 3: Brand Advertising
VOICE OVER: So sign up now. Your locally owned
CITGO. Fueling Good.
VIDEO: Show station exterior. Super of CITGO logo
and CITGOEasyRewards.com.
SECTION
3
Radio
“Easy Rewards Program #1”
“Easy Rewards Program - #2”
ANTHEMIC MUSIC
ANTHEMIC, POSITIVE MUSIC
ANNCR: Here’s to the phrase, “Have a good day.” Four simple, but
eternally optimistic words year hear everywhere you go.
ANNCR: What’s the good word these days? Well, sometimes it’s friendly…
WOMAN 1: Have a good day.
WOMAN 1: Good morning.
MAN: Good to see you.
MAN 1: Have a good day.
ANNCR: Sometimes it’s encouraging…
WOMAN 2: Have a good day.
WOMAN 2: Good luck.
ANNCR: It’s up to each of us to find the good in every day. To fuel the
good in every moment. And your neighborhood CITGO is here to help.
With cold beverages for hot days. And hot coffee for cold days.
SFX: Soda Fountain
MAN: Good going.
WOMAN 1: Good for you.
ANNCR: But it’s always good to hear. And at your local CITGO, we’re fueling all kinds of
good things in the neighborhood. Whether it’s something cold for someone who’s hot...
WOMAN 1: Ahhh, that’s good.
ANNCR: With food to go, and the conveniences you need to stay on
the go.
SFX: Sipping through a straw, then “Ahhh.”
ANNCR: Something satisfying for someone on the go…
SFX: Chewing
SFX: Crunching, like chips or pretzels.
MAN 1: Mmmm, that’s good.
ANNCR: Or, simply the good gas your car needs to keep you going.
ANNCR: With gas formulated to maximize your engine’s performance.
SFX: Beeps from Pump
SFX: Car door closing, car starts up.
MAN: We’re good to go.
WOMAN 2: Hmmm, that’s good.
ANNCR: And now, when you fuel good at CITGO, we’ll even pay you
for it. Make everyday purchases of gas, food or anything at CITGO
and earn cash back. And it couldn’t be easier. Simply register once at
CITGOEasyRewards.com. Your rewards automatically accrue, and we’ll
send you CITGO Gift Cards to use just like cash as you earn them. Go
to CITGOEasyRewards.com today and sign up. It’s one sure way you’ll
“have a good day.” Your locally owned CITGO. Fueling Good.
ANNCR: And now, when you fuel the good at CITGO, we’ll even pay you for it. Make
everyday purchases of gas, food or anything at CITGO and earn cash back. Just register
once at CITGOEasyRewards.com. Your rewards add up automatically, and we’ll send you
CITGO gift cards to use just like cash as you earn them.
SFX: Typing on keyboard.
ANNCR: So go to CITGOEasyRewards.com today and sign up. That’s the good word, from
your locally owned CITGO. Fueling Good.
“CITGO Brand”
ANTHEMIC MUSIC
ANNCR: Your neighborhood CITGO says if it fuels good, do it. When an extra-large coffee in the morning helps you go from zero to
super energized in just 20 ounces. By all means, fill ‘er up.
SFX: Coffee pouring.
ANNCR: And when your car engine needs to go from zero to super energized, fill ‘er up with some good, quality fuel from CITGO.
SFX: Pump beeps.
ANNCR: Because every grade of CITGO is good gas. Guaranteed. And formulated to maximize the performance of your car’s engine.
SFX: Engine revving.
ANNCR: If it fuels good, do it. At your locally owned CITGO. Fueling Good.
Section 3: Brand Advertising
33
2012
STREET
SMARTS
2012 Point of Purchase Schedule
Jan – May
Quality Fuel
Jun – Sep
Easy Rewards Program (Frequent Filler)
Oct – Dec
Fueling Good
Easy Rewards Program - Wave Two
(June - September)
Quality Fuels - Wave One
(January – May)
Point of Purchase Advertising
We know how important a quality fuels message is to you, so we’ve brought
it back strong for 2012! Much like 2011, this year’s messaging will focus
on the reliability and quality of CITGO gasoline. While CITGO has exacting
and stringent criteria for its fuel quality that rivals any in the industry, we’re
not given to making up fancy names or throwing in magic potions just to
glamorize our gas.
In addition to outdoor billboards, your Wave One Point of Purchase (POP) kit
for 2012 will tout that our good gas maximizes good performance, and will
include the following elements:
The crux of this year’s campaign is to increase the traffic at your
locations, and we’ve come up with a great promotion to do just that! This
easy rewards program will be featured as the Wave Two POP message.
During the promotion period, customers enrolled in the program will
receive a $15 CITGO Gift Card for every eight Visa card purchases of
$20 or more. Purchases can be made inside the store or at the pump.
To enroll in the program, customers will register their Visa card at
CITGOEasyRewards.com.
To bring the promotion to life and give it even more sizzle, we’re adding
television, radio and outdoor support to the mix. And the beauty of this
promotion is that it occurs during one of the heaviest driving seasons of
the year––summer!
• Register Topper
• Pump Toppers
• Pole Signs
• Flange Signs
Fueling Good - Wave Three
(October – December)
• Counter Mats
• Lug On Signs (for canopy poles)
• Starburst Sign (for ID price sign)
Fueling Good is more than just a philosophy; it’s a way of life. And in
2012, it will also be the message of your Wave Three POP.
These awareness materials will drive your customers to www.fuelinggood.com and encourage them to register their charities and vote for their
favorites during the Fall Fueling Good Program.
34
Section 3: Brand Advertising
SECTION
3
Outdoor Billboard
Easy Rewards Program
Quality Fuels
Section 3: Brand Advertising
35
2012
STREET
SMARTS
Digital Advertising
Website
Since 2009, our Fueling Good program has awarded tens of thousands
of gallons of gas to charitable organization that make a difference in
their communities. This year’s digital ad campaign features past winners,
encouraging prospective charities to register to win and the public at-large
to vote for their favorites! Log on to www.fuelinggood.com to see all the
ways we’re fueling good in your local communities.
2012 Fueling Good Program
This year’s program will feature two contests marketed within the 27 CITGO
states. Charitable organization looking to participate must focus on one of
the four CITGO pillars of social development:
• Education and social investment
• Energy assistance and conservation
• Environmental protection and restoration
• Health
Each contest will award 12 winners (4 per region) $5,000 in CITGO Gift
Cards. Additionally $25 CITGO Gift Cards and Fueling Good t-shirts will be
awarded to runners up.
Mobile Website
We’ll generate awareness, increase engagement and drive consumers to
www.fuelinggood.com through a variety of social media efforts and digital
advertising.
Facebook Fan Page
Digital Banners
36
Section 3: Brand Advertising
SECTION
3
Retailer Location Web Pages
Our Retailer location web pages debuted in 2009.
Since then, tens of thousands log on to www.
citgo.com to find one of the nearly 6,000 CITGO
locations on their path as they travel from place
to place.
Each location page contains static information
such as MDA news, credit card acceptance,
etc. But we’ve also customized them to show
your store name, address and phone number
as well links to a map and driving directions.
In 2010, we further tailored these pages with
clever icons to let your customers know what
amenities each location
provides, including gift
cards, car wash, diesel
dispensers, service
station and truck stop.
All of this information
is gathered by our
mystery shoppers as
they visit each site; and
it all occurs without you
having to lift a finger!
To aid in customer service issues, we’ve provided
a customer feedback box in which customers
can rate their experience at your locations from
“poor” to “excellent.” These comments are
forwarded to your CITGO gasoline supplier for
handling in the event there are issues that need
attention.
If you wish to personalize your location web
page even further to include current specials,
photos, store logos, job listings and community
involvement, please contact your CITGO gasoline
supplier.
CITGO Store Finder Mobile App
Now available on iTunes, the CITGO Store Finder
mobile app helps customers quickly locate the
neighborhood CITGO locations nearest them.
Locations can be viewed on a map or in a list
format. In map view, users click on the pins to
reveal the station address and phone number.
They can switch to list view to see a complete
listing of all CITGO locations. Best of all,
the CITGO Store Finder mobile app is free!
To download the app, visit the iTunes store and
search for “CITGO Store Finder.”
Section 3: Brand Advertising
37
2012
STREET
SMARTS
GRASSROOTS PUBLIC RELATIONS (PR)
While our advertising campaigns work hard for us,
we add dimension to our overall messaging efforts by
expanding our reach through public relations at the
grassroots level. What’s more, CITGO provides this
customized PR support at absolutely no cost to you!
Grassroots PR activities include:
• Placements of positive information about CITGO
Marketers and Retailers through various outlets.
• Rapid-fire responses to inaccurate or misleading
information.
• Ensuring the focus is on the people of CITGO—
especially Marketers and Retailers—and the
recipients of their good works in the communities
in which they serve.
• Complementing and amplifying the paid advertising campaign.
Additionally, CITGO has developed a self-service
online public relations tool kit, including fact sheets,
tip sheets, sample letters to the editor and press
releases/media advisories and more. Please contact
your CITGO gasoline supplier for more information.
38
Section 3: Brand Advertising
SECTION
3
PROMOTIONS
4. Billboards
Reel Them in With Specials
More than ever before, consumers are looking for a good
deal. Why shouldn’t it be your deal? We can help you catch
their attention with a comprehensive package of customizable
advertising materials.
Customizable Retail Materials
1. Tag-able Radio Spots (:25/:05; :30/:30 and :50/:10)
2. Customizable Specials Ad/Flier
3.Retailer Location Web Page Ads
a. FuelingGood.com
b. Grand Opening
c. Brand Conversion
d.Snacks, Candy and Packaged Drinks
e.Deli/Foodservice (Generic)
f.Deli/Foodservice (Co-Branded to
accommodate foodservice partner)
g. Fountain Drinks
h. Coffee
i.
Car Wash
j.
Convenience (Milk, Bread, etc.)
5. POP
We’re Going
CITGO!
Apply today for your CITGO credit card
inside the store, at 1-800-GO-CITGO or
online at www.citgo.com.
Section 3: Brand Advertising
39
2012
STREET
SMARTS
Welcome Kit
Your store made the change to CITGO or you’ve
built a new one. Regardless of how you came to
fly the CITGO flag, it’s time to spread the word!
This kit ships automatically and at no cost to you
when your location reaches branded (“B”) status
(e.g., branding materials have been ordered).
For a complete list of items included in the kit,
see section 1, page 11.
Grand Opening POP Kit
A grand opening should be just that––grand. And
it requires a lot of planning to make it happen.
To make it easy, we’ve developed a handy Grand
Opening kit complete with a checklist, POP
materials and other party necessities to make
your event special in every way.
For a complete list of materials included in the
kit, see section 1, page 12.
40
Section 3: Brand Advertising
SECTION
3
SOCIAL DEVELOPMENT INITIATIVES
Corporate social responsibility is a core
value woven throughout our various community
programs. In 2011, CITGO contributed more
than $75 million and thousands of dedicated
volunteer hours to worthwhile causes,
including the CITGO-Venezuela Heating Oil
Program (www.citgoheatingoil.com) and
numerous social development projects in at-risk
communities such as the South Bronx, N.Y.,
and the Washington, D.C., metropolitan areas.
Through the Simón Bolívar Foundation (www.
simonbolivarfoundation.org), our charitable
organization, we also participate in important
humanitarian initiatives, offering access to
medical treatment for the critically ill and
providing relief aid for Haiti earthquake victims
and those left homeless by the floods in
Venezuela.
Section 3: Brand Advertising
41
2012
STREET
SMARTS
CAUSE MARKETING
Store Employee Incentive (By Region)
Thanks to the extraordinary efforts of our
Marketers and Retailers, millions of children
and adults who suffer from neuromuscular
disease have renewed hope for a brighter,
healthier future. Because of their generosity,
CITGO remains the top corporate sponsor of the
Muscular Dystrophy Association (MDA). Since
1986, we have raised more than $140 million!
• Grand Prize – The overall, top-selling employee will receive a $500 Visa gift card.
Stuff a Stocking with Care
• Second Place Prize – Store employee will
receive a $250 Visa gift card.
• Third Place Prize – Store employee will
receive a $100 Visa gift card.
Flex Your Muscle for MDA
Shamrocks Against Dystrophy
Spreading the luck o’ the Irish via the MDA
Shamrocks against Dystrophy program couldn’t
be easier, and it’s at no cost to you. Retailers
who tap into this most worthwhile of promotions
will create goodwill among customers and foster
a strong sense of pride and purpose with their
employees. What’s more, CITGO offers some
great retail-level incentives!
Grand Prize
The top three store managers (one per region)
will receive a $2,500 travel certificate to be used
toward a trip of their choice.
Store Manager Incentive
Store managers will be awarded with a $100
Visa gift card for every $1,000 raised. Levels
continue at this ratio in $1,000 increments.
Extend the season of caring for MDA into the
holidays by participating in the MDA Stockings
Program. Just like the Shamrocks program, it is
an easy, no-cost way to participate in the cause.
Contact your CITGO gasoline supplier to
participate.
Put your muscle behind MDA with this special
mobile program. For just a $1 or $5 donation,
your customers can provide hope and help in the
fight against devastating muscular diseases. It’s
similar to the Shamrocks program, which means
there is no cost to you!
Create Your Own Event
Golf tournaments, bowl-a-thons, social events
and MDA Muscle Walks or runs––all of these
events have proven to be
hugely successful in raising
funds while fostering
goodwill in your local
communities. Let your
imagination go and create
your own special event for
this most special of causes!
Contact your CITGO gasoline supplier to
partcipate in any of these causes.
42
Section 3: Brand Advertising
SECTION
3
GRAPHIC STANDARDS
To put your best foot forward for the brand at all times, make sure all
manifestations of the brand––from advertising to promotional materials–
–sport an approved version of the CITGO logo. If you have questions about
how to use the logo, please contact your CITGO gasoline supplier.
Two-Color Logo
The two-color, black and Pantone® 185 Red logo
should be used when full-color printing is not
possible, but when two-color printing is available.
CITGO Logo: Standard Usage
The logo is comprised of a trimark and the logo type “CITGO.” The logo must
contain a registered trademark symbol (®). Below are all accepted variations
and usage of the logo.
Process Logo
Colors
To keep our colors true to the station design and printing technology, we
have tweaked our color slightly so the paint at the station matches the
single-color and full-color process logos on your printed materials.
Orange
Pantone® 158
C: 0, M: 60, Y: 100, K: 0
For use on white, aluminum or very light
backgrounds. Preferred on most advertising
materials.
Medium Red
Pantone® 185 (formerly 032)
C: 5, M: 100, Y: 100, K: 0
Dark Red
Pantone® 187
C: 30, M: 100, Y: 100, K: 0
Process with Reverse-Type Logo
For use on dark photo or color backgrounds that
provide sufficient contrast with the logo colors.
Blue
Pantone® 286
C: 100, M: 66, Y: 0, K:2
For complete guidelines, contact your CITGO gasoline supplier.
One-Color Logo
®
Use of the one-color version of the CITGO logo works best:
• at extremely small sizes, no smaller than ¼-inch squared;
• in one- or two-color, low-resolution applications, including novelty items
such as T-shirts, mugs, caps, etc.;
• where poor registration prevents the use of full-color logos; or
• when the background or substrate is not white.
The standard one-color logo can appear in black, Pantone® 286 Blue,
Pantone® 185 Red or reversed.
Section 3: Brand Advertising
43
SECTION
4
Section 4
Retail Operations
A Smooth Operation
Navigating today’s C-store marketplace is a job in itself when you’re faced with a playing field running
the gamut from local, independent store owners to national, high-volume retail franchises. You’re not just
competing for loyal customers and gasoline dollars, you’re competing for purchasing discounts––and the
bigger, the better. From business services and supplies to grocery/beverage programs and equipment, you know what options work best for your business. CITGO understands this and enhances your operations process by offering a wide range of resources that help you increase sales margins and lower costs.
In This Section:
CITGO Buying Group
46
CBC Learning Center
49
Vendor List
51
CITGO Contacts
52
2012
STREET
SMARTS
CITGO Buying Group
The CITGO Buying Group (CBG) allows you to buy
with confidence, providing its members with real
business solutions for more than eight years. As
part of the largest buying group in North America,
the CBG provides proven retail business solutions
that increase your sales margins and lower your
overhead costs. Its relationships with suppliers
give you the added buying power you need to
compete with those larger chains and grow strong.
The CBG is backed by the largest petroleum
industry purchasing consortium, comprising more
than 19,000 members and providing more than
$40 million in rebates, savings and incentives. As
a CBG member, you have access to thousands of
products and services that span all major areas of
convenience/gasoline retailing.
Participation is easy. Your first quarter is free when
you enroll in the program. What’s more, you never
have an out-of-pocket expense!
With the CBG, you choose and participate in only
those programs that make good business sense
for your operation.
46
Section 4: Retail Operations
Plus, the CBG gives you more than rebates; it also
provides members with a direct gateway to all
the benefits of C Square.
C Square
At no further cost, your CBG membership allows
you full access to C Square—the one online
business hub dedicated to your C-store business
success.
C Square helps members improve their bottom
line through its:
• Community forum of successful c-store
operators, industry experts, and suppliers
• Professionally produced video library of retail
tips
• Up-to-the-minute industry newsfeed
• A wide variety of exclusive offers on products
and services
To learn more about C Square and access the full
range of benefits enjoyed by members, please
visit mycsquare.com.
Business and Employee Solutions
The CBG has negotiated with BackgroundChecks.com
to give members employee background checks for
less than $10. As a member, you will also receive
discounted pricing for search packages and the
lowest per-search fees, regardless of volume.
Technology Solutions
You can have better control of what you have and
how much it costs through Amcom’s backoffice
solution. Amcom offers free software that is
guaranteed to dramatically reduce inventory
shrink and significantly increase your operating
margins. CITGO Retailers pay only for software
licenses, training and a small monthly subscription
fee. Amcom offers a full range of services,
including software, system installation, user
training, hardware consulting, user support and
ongoing software enhancements—all necessary
components of a successful, long-term inventory
and pricing program.
Additionally, Amcom provides integrated
systems for C-stores, bay management,
accounting, management and marketing, or any
combination thereof.
SECTION
4
Sanitation Services
The Cintas Sanis Hygiene Service
provides a complete line of restroom
products and services that free you
from storing and replenishing items
such as hand soaps, paper towels,
toilet tissue and air fresheners. Cintas
provides and installs dispensers at no
up-front cost and returns on a regular
basis to replenish the products. Cintas
also ensures all products are functioning
properly by cleaning dispensers, changing
dead or low batteries in automated units
and replacing any broken units. Members
receive a 5 percent rebate on these
services.
Uniforms
Rent (in some areas) or buy comfortable,
attractive, high-quality apparel from
the Cintas Uniform Program and you’ll
receive extremely competitive prices
and rebates you won’t be able to receive
elsewhere.
To help in this effort, CITGO now
provides lanyards and CITGO name tags
in the CITGO Welcome Kit. Additionally,
full-color CITGO name tags can be
purchased through the CBC Learning
Center.
Category Management
The CBG has a complete category management team that works with manufacturers to provide category
management strategies and effective merchandising techniques, including:
Beverage Program
You can obtain incredible prizes and monthly promotional rebates from Pepsi throughout the year. National
product rebates, another added member value, also are available to you and will not interfere with your local
bottler contracts.
Section 4: Retail Operations
47
2012
STREET
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Grocery Program
Bay Services
CBG partners with dozens of grocery wholesalers across the United States to bring you better
pricing, national incentives and payments that are not always available at the local level.
Members receive rebates from top bay services
suppliers such as NAPA, Interstate Batteries, Sonsio
and National Vending.
Additional Exclusive Offers
Site Compliance
CB Fleet
Save now and avoid costly penalties and clean-up expenses. Ensure your fuel distribution system is
in compliance with federal and state leak detection regulations and protect yourself from potential
profit losses. Earn rebates through the CBG on testing services provided by Tanknology.
Bio-Remediation
Members in need of remediation for contaminated sites can contact Pure Enviro Management, the
industry leader in Organic Bio-Remediation. Through its patented process, Subsurface Metabolism
Enhancement (SME), Pure Enviro offers a guaranteed process that is 1/3 less in cost than traditional
remediation, green, cost-efficient, effective and does not interrupt your normal business operations.
Installation is quick and clean-up times are achieved in a six- to 24-month period.
Bio-diesel
Global Energy Resources, a next-generation biofuel additive manufacturer, offers a bio-product that
meets ASTM D975 requirements for diesel fuels. Blended at B5, B10 or B20, you will experience a
product that lowers the cloud and pour point of diesel fuel, adds lubricity to today’s ULSD products
and increases the Cetane number of the diesel fuel.
Branded Supply Items
Enhance your image with the new line of CITGO-branded supply items, including CITGO hot and cold
cups and lids, carry-out bags and insulated mugs. CBG members receive a 5 percent rebate on all of
their branded supply purchases through the Morrison Group.
CB FLEET provides a one-stop solution for fleets
throughout North America. Whether you have heavyduty, medium-duty, or even 1-ton trucks, you can rely
on CB FLEET to help you find what you need to keep
running, including:
• NAPA Heavy, Medium, and Light Duty parts
• National NAPA pricing on parts and shop
supplies—plus 4% Rebate
• National truck tire pricing programs
• Driver training
• Comprehensive technical training from the NAPA
Institute of Automotive Technology
• NEW hands-on instructor-led classes scheduled
locally during non-peak hours
• Discounts and special programs on replacement
parts are also available to members through Kenworth and Peterbilt dealers.
48
Section 4: Retail Operations
SECTION
4
CBC Learning Center
Did you know that one out of four C-store
retailers fails each year? The CBC Learning
Center can help you be one of the successful
ones. The CBC Learning Center is staffed by
successful convenience store retailers who
understand your business and its challenges better
than anyone else, and this knowledge
is crucial for survival in the C-store industry!
The CBC Learning Center can help you maximize
your operations for efficiency, reduce inventory
shrink, control expenses, increase store traffic,
and attract and keep the best employees. Our
range of training options is filled with vital
C-store business processes, tips and tools that
can be used immediately to increase profits.
After logging in at mycsquare.com and going
to the CBC Learning Center section, you’ll see
C-Store training options designed expressly to
help you boost your bottom line.
CBC Learning Center Offerings
Full-Day, In-Depth Classroom
Training Seminars
How to Grow Your Business
•Identify your core customer and the top
needs of this customer.
•Increase your sales with best merchandising
practices and promotions.
•Identify techniques for improving your vendor
relationships.
Not only do we believe that knowledge is power,
but we also believe that it shouldn’t cost you an
arm and a leg! That’s why we offer these full-day
seminars throughout the year at no cost to you.
Contact your CITGO gasoline supplier for complete
details.
Complete Training Packages
30-Minute, Computer-Based Training Courses (Online or on CD)
On- and Off-Site Consulting
•Customer Service for Employees
•Customer Service for Owners, Image/
Merchandising
Financial Management
•Employee Theft Prevention
•Find and fix the financial ‘red flags’ in
your business.
•New Employee Orientation and
Training
•Ensure long-term success through cash flow
management.
•Personnel Recruitment and
Management
•Learn how to use business formulas to
remain profitable.
•PCI Security Awareness and Training
(Merchant and Employees)
Retail Management: Operating for
Success
•Learn great customer service and image
improvement techniques.
•Reduce shrink through employee and vendor
theft prevention.
•Lower turnover by finding and keeping
the best employees.
•Reducing Net Operating Costs: Maximizing
Profitability
•Vendor Theft Prevention
Owner/Operator and Employee Policies and
Procedures Reference Guides
Two valuable, hands-on guides for in-store use
that include a CD with 51 customizable business
forms, formulas and checklists.
Includes both reference guides and all training
courses on CD.
Full-Color CITGO Magnetic Name Tags
Purchase five for only $30!
On-site services include performing comprehensive
reviews of financials, P&Ls and balance sheets.
Consultants can also review various areas of the
store’s operations, including business reports,
financials, store appearance, customer service
and merchandising; perform assessments of the
local competition; create write-ups of findings and
recommendations; and conduct detailed follow-up
interviews after the initial visit.
Off-site services include conducting phone
interviews with store principals, analyzing
business reports and financials. Findings and
recommendations will then be recorded in a
written document, and follow-up phone interviews
conducted to address any further concerns or
issues.
If you are interested in any of the CBC Learning
Center offerings, please contact Clay Leonard at
1866-861-5588 or [email protected].
Section 4: Retail Operations
49
2012
STREET
SMARTS
Continual Updates
The CBG is always looking for ways to help increase your sales, reduce expenses and give you an
advantage in the marketplace, including:
• Seeking out new programs, products and services
• Offering retail training programs to help you become a more effective owner/operator
• Publishing insightful magazines such as
C Square Magazine
• Ensuring that you’re always up-to-date on the latest programs and information
Call 1-866-90-CITGO to speak to a representative who will guide you through the quick and easy
enrollment process, or register yourself at mycsquare.com.
50
Section 4: Retail Operations
SECTION
4
Vendor List
CITGO AMERISTORE
CITGO BUYING GROUP
1-866-90-CITGO (1-866-902-4846)
www.mycsquare.com
CITGO CBC LEARNING CENTER
Clay Leonard
1-866-861-5588
[email protected]
www.mycsquare.com
FACILITY DESIGN/RETROFIT
Ventair Corp.
(Canopies)
David Flynn or Michael Holland
1-800-324-5874, ext. 208 or 203
www.ventairecorp.com
[email protected]
[email protected]
Lane Supply
(Canopies and Centennial Image Installation)
Lawrence Prater
817-261-9116
[email protected]
www.lanesupplyinc.com
Whiteway
(Under Canopy Lighting)
John Leffler
1-800-440-3998
www.whiteway.com
[email protected]
LSI Petroleum
(Under Canopy, Fascia –
Illuminated and Store Lighting)
Tom Wright
1-800-436-7800
[email protected]
Federal Health/Sign Co.
(Sloan Lighting)
Dan Fuller
1-800-888-1327
[email protected]
www.federalheath.com
Mountain Commercial Graphics
(Retrofit Kits and Interior Graphics)
Jonathan Coronado
1-800-950-4923
[email protected]
Al McCreary & Associates, Inc.
(Store Plans)
Al McCreary and Robert Guess
918-749-2231
[email protected]
Federal Heath Sign Co.
Dan Fuller
1-800-888-1327, ext. 2147
[email protected]
www.federalheath.com
SITE EVALUATION
MPSI
Marianne Hillhouse
1-800-727-6774
[email protected]
IMST
Marketa Fisher
1-800-231-4678
www.imstcorp.com
Swisher Hygiene
Eric Montes
214-425-4900
[email protected]
LOYALTY TECHNOLOGY PROVIDERS
Centego
Josh Griffith
972-793-6761
[email protected]
www.centego.com
Exclusive Connection$
Loyalty Accelerator Program
1-800-467-8073
[email protected]
www.exclusiveconnections.biz
Dresser Wayne
Steve Van Vlack
512-238-3657
[email protected]
Gilbarco Veeder-Root
Bob Butler
512-266-2794
[email protected]
Concepts
(C-Store Products)
1-800-323-3524
www.cstore1.com
May Advertising
(C-Store Products)
Gary Stutler
1-800-800-4629, ext. 158
[email protected]
www.mayadvertising.com
The Morrison Group
(CITGO Branded Supply Program)
David Stanfill
866-508-5303
[email protected]
Cintas Sanis Hygiene Service
Cintas National Service Team
1-866-725-6273
[email protected]
ValueCentric Marketing Group, Inc.
(VCMG)
Roger L. Brooks
607-584-5109
[email protected]
www.vcmg.net
SERVICE STATION/C-STORE SUPPLIES
RESTROOM CLEANING AND SUPPLIES
Outsite Networks, Inc.
Jack Piet
412-401-1099
[email protected]
www.outsitenetworks.com
DISPENSERS
LED PRICE SIGNS
MDI
(Pump Topper Frames and Permanent Inserts)
Debbie Decker
1-800-228-2925
[email protected]
Section 4: Retail Operations
51
2012
STREET
SMARTS
UNIFORMS AND NAMETAGS
Cintas Uniforms
Purchase Program
1-800-543-4450
Rental Program
1-866-725-6273
www.mycintas.com
CBC Learning Center (Nametags)
Clay Leonard
1-866-861-5588
[email protected]
www.mycsquare.com
GRAND OPENING/PROMOTIONAL
MATERIALS
Halo Branded Solutions
Melissa Hunter (MAH Productions)
918-582-1911
[email protected]
CITGO Contacts
PAYMENT CARD – CONSUMER
Merchant Supplies Center
Payment Card Forms, Applications and
Gift Card POP
1-800-805-8492
Fraud
Kay Carlisle
1-800-423-8434, ext. 4340
Fax: 832-486-4476
[email protected]
Chargebacks
Natalie Hawthorne
American Express and CITGO Plus
1-800-423-8434, ext. 5302
Fax: 713-570-5528
[email protected]
Jana Roberts
Visa, Voyager and CITGO Fleet
1-800-423-8434, ext. 4326
Fax: 713-570-5423
[email protected]
Erica Smith
MasterCard, Wright Express and Discover
1-800-423-8434, ext. 4774
Fax: 713-570-5443
[email protected]
CITGO Paper Processing
Paper Processing and Settlement
Questions
1-800-423-8434, ext. 4774
Fax: 713-570-5443
Anthony Simmons
CITGO/Fleet Cor Sales Manager
202-821-9595
[email protected]
(MD and VA)
Mark Kapturski
CITGO/Fleet Cor Sales Manager
708-516-7913
[email protected]
(IL and WI)
Karen Lacey
1-800-423-8434, ext. 4775
Fax: 713-570-5438
[email protected]
Michael Nolen
CITGO Fleet Cards, Marketing Materials,
Reports and Rebates
1-800-423-8434, ext. 4784
Fax: 832-486-4476
[email protected]
PAYMENT CARD – POS
Information on CITGO-Certified Systems, Requests
for Software Enhancements and Status on
Upcoming Software Releases
PAYMENT CARD – FLEET
Settlement Issues, Rental Invoices,
Equipment, Forms, Voice Authorization
1-800-533-3421, option 2 (then listen to
VRU options)
Help Desk
1-800-561-4991
Tami Miculka
Manual Imprinters, Metal Plates and
Imprinter Returns
1-800-423-8434, ext. 4398
Fax: 713-570-5411
[email protected]
Consumer Card Programs
CITGO Fleet Applications
www.applyforcitgofleet.com
CITGO Marketer/Retailer VIP Line
1-866-249-4723
Fax: 1-877-470-2234
[email protected]
Donna Gordon
1-800-423-8434, ext. 4781
Fax: 713-570-5641
[email protected]
Richard Cyr
CITGO/FleetCor/National Sales Manager
281-830-4879
[email protected]
(Central Region, Northeast Region and NC)
Jeff Maybray
1-800-423-8434, ext. 4782
Fax: 713-570-5640
[email protected]
Denny Easterday
CITGO/FleetCor Sales Manager
770-617-5425
[email protected]
(Southern Region Excluding NC)
Sherry Thompson
1-800-423-8434, ext. 5494
Fax: 713-570-5639
[email protected]
Rhonda Todd
1-800-423-8434, ext. 5366
Fax: 713-570-5469
[email protected]
Imprinters
Lesley Dillingham
1-800-423-8434, ext. 4780
Fax: 832-486-4476
[email protected]
Becky Hilton
CITGO Gift Card
1-800-423-8434, ext. 4778
Fax: 713-570-5410
[email protected]
52
Section 4: Retail Operations
Charlotte Loomiller
1-800-423-8434, ext. 4718
Fax: 832-486-4476
[email protected]
NOTES
NOTES
2012
STREET
SMARTS
56
Section 1: Branding