Channel Marketing Guidelines Includes the Sage Alignment Requirements

Transcription

1 Channel Marketing Guidelines 2011 Includes the Sage Alignment Requirements Updated last: January 2011

2 Softline Pastel Channel Partner Marketing Guidelines Contents Section 1: Compliance with the Pastel Marketing Guidelines Compliance with these guidelines Appearance of the Pastel logo Description of a Channel Partner Use of domain names Websites and social networking Trademarks and related Updates to the Pastel brand Prior approval by Softline Pastel Restricted use of Softline Pastel brands Business partner code of conduct... 3 Section 2: Applying the Pastel brand Softline Pastel 2010 Rebrand Rules for use of Channel Partner logos Font and size specifications Use of Pastel product box shots Use of the FOCO font Softline Pastel s visual identity... 8 Section 3: Internal Marketing Stationery Signage Outdoor Vehicle Telephone Etiquette... 9 Section 4: Advertising Guidelines Where the Channel Partner logos may be used Radio advertising Listing in a telephone directory... 9 Section 5: Public Relations... 9 Section 6: Marketing Rebates Application of Softline Pastel marketing rebates How your marketing rebate is calculated Marketing rebate conditions What to include when claiming a marketing rebate Section 7: Pastel Evolution Proposal Toolkit Section 8: Contact Details Section 9: Pastel Channel Partner logos... 12

3 1 Section 1: Compliance with the Pastel Marketing Guidelines In order for Softline Pastel to assist our Channel Partners in the correct use of the Pastel brand, we have developed a set of guidelines that set out how and when Pastel branding can and cannot be used. All logos applicable to our Channel Partners are available on the Reseller Zone on Compliance with these guidelines You agree: to comply with these guidelines in all aspects of your use of the Pastel brand, the Pastel logo and Pastel products; to comply with any applicable advertising codes issued by the Advertising Standards Authority or any other regulator with competent authority; to comply with all advertising and marketing laws including but not limited to those covering electronic and fax marketing; not to describe the Pastel brand or Pastel products in a detrimental or denigrating manner; not to pass yourself off as a Pastel employee nor to pass your business off as Pastel Accounting. 1.2 Appearance of the Pastel logo Where you are permitted to reproduce the Pastel logo, it must be reproduced only from master artwork, which is available from the Pastel Reseller Zone on Alternatively, contact the Pastel Marketing department on (011) Description of a Channel Partner It must always be made clear to customers that you are promoting and supplying products in your capacity as a Pastel Authorised Channel Partner or Authorised Training Centre. This should include clear notification of your business name, trading address and logo, as well as the fact that you are a Pastel Authorised Channel Partner or Pastel Authorised Training Centre. It must be made clear to customers that they are entering into a contract with you as an independent contractor and not any member of the Softline group of companies and that you are not authorised to act on Pastel s behalf. In addition, your company/business name, registered number (if applicable) and registered/main office address must appear on all note paper, purchase orders, invoices, marketing materials, sales brochures, websites and other public facing material used by you in relation to Pastel products and services. 1.4 Use of domain names Unless agreed otherwise in advance by Softline Pastel in writing, no website shall include the word Pastel, nor the names of any Pastel products in its domain name. This includes My Invoicing by Pastel, My Business by Pastel, Pastel Xpress, Pastel Partner, Pastel Evolution, Pastel Business Intelligence Centre, LegalWrite by Pastel, Pastel Point of Sale, ACT! by Pastel and all other names relating to the Pastel range of add-on modules. If you register or have already registered a domain name containing the word Pastel or any of Pastel s product names, you shall transfer all rights to and ownership of such a domain name to Pastel at your own expense and upon request by Pastel.

4 2 1.5 Websites and social networking Your website must make it clear in both your domain name and at the top of every page of your website exactly who you are (using both your business name and, if applicable, your trading name). Other than technical specification wording, you may not copy text nor certain graphics from any Pastel websites. The copyright in such material is owned by Pastel. You must obtain our prior written approval before placing a hyperlink from your existing or future websites to any of our websites and obtain our prior written approval of, in particular: the design of the hyperlink; the size and type of logo used; the position of the link in the website. The use of social media/networking platforms and campaigns shall be implemented strictly in accordance with Softline Pastel s brand polices as outlined in this document and in accordance with Softline Pastel s instructions from time to time. The use of social media may not be detrimental to Softline Pastel s interests, nor bring Softline Pastel into disrepute. Derogatory, inappropriate and damaging comments, content, imagery and the use of sensitive or confidential information ( inappropriate content ) must be avoided, whether this relates to an individual, Softline Pastel or another company. Where any third party has posted any inappropriate content to a social media platform administered by a Channel Partner/Authorised Training Centre, the Channel Partner/Authorised Training Centre shall immediately remove such inappropriate content and notify Softline Pastel of same. The Channel Partner/Authorised Training Centre may not pass itself off as, nor create the impression of it being Softline Pastel. Accordingly, neither the name Softline, Pastel, nor any of the Pastel product names may be used for registration of individuals or groups on any social media/networking platforms, including but not limited to Facebook, Twitter and Linkedin. The word Pastel may only be used if followed by the Channel Partner/Authorised Training Centre accreditation e.g. Pastel Value Added Reseller. Notwithstanding the foregoing, the Channel Partner/Authorised Training Centre may use the Softline Pastel product names in Google Adwords campaigns, provided that when such link is activated the advertisement itself accords with the Softline Pastel guidelines as set out herein. Softline Pastel reserves the right at anytime and in its sole discretion to require the Channel Partner/Authorised Training Centre to amend any content and/or remove any social media and networking campaigns without compensation. 1.6 Trademarks and related Any trademarks or trade names used (other than in accordance with these guidelines) or created by you shall not incorporate the word Pastel or the names of any of the Pastel products. In the event that such a trademark (whether registered or unregistered) is used or created by you, you shall transfer all rights to and ownership of such trademarks to Pastel at your own expense and upon our request. Examples of trademark infringement include but are not limited to domain names, business names, addresses, telephone directory listings, outdoor signage, print and radio advertising, telephone numbers etc. 1.7 Updates to the Pastel brand Pastel shall notify you in writing of any updates or amendments to any aspect of the Pastel brand (whether to the Pastel logo, straplines or otherwise). Any amendments to the Pastel logo must be made in accordance with master artwork, which will be made available to you by Pastel. Unless otherwise notified, you are free to use up existing stocks of material at the time of notification, before commencing use of stocks incorporating the amended or updated Pastel brand. Existing

5 3 stocks may be used for a maximum period of 6 months after the date of notification by Pastel of any amendments. 1.8 Prior approval by Softline Pastel Pastel requires sight of all sales, marketing or promotional materials to be used by you in which you wish to incorporate part or all of the Pastel brand or Pastel logo. If we reasonably require changes to be made to your sales, marketing or promotional material, we shall notify you accordingly and you shall make such changes prior to the first use of the sales, marketing or promotional material in question. You agree to amend any sales or promotional materials in accordance with our instructions and at your own expense where such documents do not (in Pastel s reasonable opinion) comply with these guidelines (as may be amended and notified to you from time to time). 1.9 Restricted use of Softline Pastel brands The following logos are either outdated or are the sole property of Softline Pastel and MAY NOT be utilised under any circumstances: 1.10 Business partner code of conduct Softline Pastel's Business Partner Code of Conduct is intended as a guideline for both management and staff to the type of behaviour expected from all business partners and the course of action that would be taken against a business partner transgressing the code. The particular circumstances of each case shall determine the severity of the corrective action. Examples of the abovementioned conduct shall include, but are not limited to the following: using your best endeavours to preserve and promote the Softline Pastel s goodwill and reputation and to avoid any activity detrimental to the Softline Pastel s interests, reputation and goodwill; avoiding deceptive, misleading, or unethical practices that are or might be detrimental to Softline Pastel and it s software products, other business partners, customers, or the public, including any disparagement of the Softline Pastel and it s software products, other business partners or customers; and making no false or misleading representations with regard to Softline Pastel and it s software products. Mitigating or aggravating circumstances may impact positively or negatively on the severity of the disciplinary action. Considerations would include length of partnership, previous offences and period since last offence, personal circumstances and any relevant mitigating or aggravating circumstances.

6 4 Section 2: Applying the Pastel brand 2.1 Softline Pastel 2010 Rebrand All of the operating companies within the Sage group have embarked on a global brand alignment programme, to ensure that Sage has a more unified brand, recognisable around the world. Softline forms part of the Sage group, and our rebranding project is being rolled out between January and April The new logos and box shots which our Channel Partners are entitled to use are contained in these guidelines, and will be available for download from the Reseller Zone. Our Channel Partners are required to start using the new branding from 1 st April 2010, and all new elements must be applied by 1 st June Pastel s Channel Partner Program provides for a number of different status levels which are reflected in the branding permitted for your use. Pastel Accounting Channel Partner logos: Registered Dealer Authorised Value Added Reseller Silver Value Added Reseller Gold Value Added Reseller Platinum Value Added Reseller Accountants Forum Member Bookkeepers Forum Member Authorised 3 rd Party Developer Certified E-Business Reseller Authorised Stationery Distributor Authorised Training Centre Alliance Authorised Training Centre Certified School Program Pastel Certified Trainer Pastel On-Site Trainer Business Intelligence Certification PCI Module 1: Practitioner PCI Module 2: Installation Technician PCI Module 3: Product Consultant PCI Module 4: Product Specialist PCI Module 5: Technical Specialist Pastel Evolution Channel Partner logos: Certified Business Partner Silver Business Partner Gold Business Partner Platinum Business Partner Super Platinum Business Partner Authorised Training Centre Alliance Authorised Training Centre Certified School Program Pastel Certified Trainer Pastel On-Site Trainer Business Intelligence Certification PCI Module 1: Pastel Practitioner PCI Module 2: Pastel Advanced Practitioner PCI Module 3: Pastel Installation Technician PCI Module 4: Pastel Product Consultant PCI Module 5: Pastel Sales Executive

7 5 PCI Module 6: Pastel Implementation Specialist PCI Module 7: Pastel Product Technician PCI Module 8: Pastel Branch Accounting PCI Module 9: Pastel Retail PCI Module 10: Pastel Municipal Billing PCI Modules 1, 2, 4 & 5: Evolution Sales Executive PCI Modules 1, 2, 4, 6 & 7: Evolution Certified Implementer PCI Modules 1, 2, 4: Evolution Certified End User Pastel My Business Online Channel Partner logos: Pastel My Business Champion Pastel My Business Online Champion Below is an example of the new Channel Partner logo. This logo can be applied to all of the above status levels. Below is an example of the old Channel Partner logo. This logo is still valid for usage up until 30 June 2011 upon which it will no longer be a permitted use of the Pastel brand. However, we would prefer that you use the new Channel Partner logo. If you have two status levels with Softline Pastel, you are able to add a top right hand bubble as per the example below. Secondary affiliation Primary affiliation If you have more than two status level with Softline Pastel, you are able to stack your logos as per the example below. You may only apply a maximum of 4 stacks plus your primary affiliation to your logo.

8 6 Primary affiliation Secondary affiliations Below is an example of the old Channel Partner stacked logo. Once again, this version is available for use up until the 30 June 2011 upon which it will no longer be valid. Separate Channel Partner logos apply for Pastel Payroll Channel Partners. In order to maintain a consistent level of quality in the reproduction of the logos, you should always use the electronic artwork available for download from the Reseller Zone. The proportions of the logo in relation to each element may not be altered. The size of the word Pastel Accounting and the company font cannot be amended and must remain the same relative size to each other as per the original artwork. This applies for each application of the logo. The logo must be printed with a minimum of 5mm clear space around all four sides. This will ensure that the logo is not crowded or violated by typography nor any other graphic elements. 2.2 Rules for use of Channel Partner logos Permission to use the Pastel Channel Partner logos and any related materials will only be granted to those individuals and/or organisations who have signed and returned their Pastel Channel Partner contract. Softline Pastel must grant permission in writing for any other form of usage other than specified here. The Softline Pastel logo is the property of Softline (Pty) Ltd and no unauthorised use is permitted. Authorised resellers are only permitted to use Pastel Channel Partner logos. Resellers may not use the mark Pastel in any other manner other than incorporated in such logos. Softline Pastel may NOT be advertised in close proximity to any competitive company or product. 2.3 Font and size specifications

9 7 The wording in the Channel Partner logos cannot be broken down into specific typefaces. The original typefaces have been changed to create artwork for each specific status. There are not typefaces for each Channel Partner logo and artwork is to be used as a whole. Logos must be utilised in the fixed artwork format as provided and cannot be broken down into the original typefaces. The logos must be clear and create impact and the size should never be smaller than 5.8mm (h) x 40mm (w). Please note that these sizes will change when designing a stack of Channel Partner logos. The primary typeface to be used for titles, headlines and highlights is Foco, with Helvetica Neue 45 Light as the secondary typeface for sub-headings, body copy, captions, charts and tables. Where these fonts are not available, the PC typeface to be used is Arial. Foco and Helvetica Neue 45 Light are both available for download from the Reseller Zone. 2.4 Use of Pastel product box shots Pastel product box shots can be used for Channel Partner websites and above-the-line advertising (print and outdoor). Channel Partner logos must be present if box shots are used. For quality purposes you must use the original vector based design file (Freehand or EPS). Pastel product box shots are available for download from the Reseller Zone. The boxes must be printed with a minimum of 5mm clear space around all four sides. To ensure the Pastel product boxes create impact, the image size should never be smaller than 15mm (h) x 15mm (w). Please ensure that the boxes are not stretched or distorted. To re-size boxes click on the top left corner and drag to size. 2.5 Use of the FOCO font The FOCO font you are going to receive is the property of Sage Plc and Softline Pastel in terms of a license agreement between Sage Plc and the copyright holder. Softline Pastel hereby grants to you a limited right of use of the FOCO font strictly in accordance with the provisions hereof. The FOCO font may only be used within proposals developed by you in terms of the framework of the Pastel Evolution Proposal Toolkit, in accordance with Softline Pastel s Marketing Guidelines and subject to Softline Pastel s instructions from time to time. Any use whatsoever of the FOCO font not in accordance with the above will be in contravention of the Pastel Marketing Guidelines and may result in a termination of your Business Partner contract. All rights in and to the FOCO font will remain the exclusive property of Softline Pastel and/or Sage Pastel and no rights whatsoever will transfer to or vest in you, save as contained herein. Permission to use the FOCO font may be terminated at any time and is solely at the discretion of Softline Pastel.

10 8 2.6 Softline Pastel s visual identity Softline Pastel has formed a specific visual identity by combining the use of various graphic elements consisting of a colour palette along with organic illustrations and individual shapes to add energy, momentum, creativity and flow to our communications. You are NOT permitted to use Pastel s visual identity but may request permission to do so. You can contact Softline Pastel s marketing department to gain approval which is at the discretion of Softline Pastel and the right to use the visual identity can be taken away at any time. After being granted permission, only Softline Pastel organic and individual shapes, in the chosen colour palettes, may be used and application should follow the following rule of thumb: - Do not combine illustrations to create new ones. - Do not change the colours from the Softline Pastel Accounting colour palette. - Do not create additional illustrations or shapes. - No more than three shapes should be used on a single piece or range of material. - Do not use the shapes as transparencies or tints. - Do not use a drop shadow on a shape. - Individual shapes should always be given a specific role i.e. to hold text or frame images. Any use whatsoever of the Softline Pastel visual identity not in accordance with the above will be in contravention of the Pastel Marketing Guidelines and may result in a termination of your Business Partner contract. Section 3: Internal Marketing 3.1 Stationery Channel Partner logos may be used on all stationery. Logo size should never be smaller than 8.5mm (h) x 40mm (w). Logos must always be 12mm from the top and right edge of the page for the following: - Letterheads - Compliment Slips - Envelopes (DL, C5, A4) - Facsimile Cover Sheet 3.2 Signage Outdoor The Channel Partner logos, status levels and product box shots may be integrated into internal and external signage. Use of the Softline Pastel, Pastel Accounting and Pastel Evolution logos is not permitted on external signage Vehicle The Channel Partner logos, status levels and product box shots may be integrated into your vehicle signage. You may also make use of the specific vehicle branding reseller logo, which is available for download on the Reseller Zone. Should you wish to brand your vehicle and want to claim a Pastel marketing rebate, the signage must be approved by Softline Pastel before you proceed with the job. Normal rebate terms and conditions will apply (see Section 6 for more information).

11 9 3.3 Telephone Etiquette No reference may be made to Softline Pastel, Pastel Accounting or Pastel Evolution in prerecorded telephone messages, nor during the course of answering any telephone calls. Naturally, if the topic of supply of products and related services or the like is broached, these terms may be used in a descriptive manner. Section 4: Advertising Guidelines 4.1 Where the Channel Partner logos may be used Channel Partner logos may be used in the following marketing collateral: Billboards / Street Pole Advertising Print media Radio Packaging Brochures Website Banners & posters Telephone directories Promotional items 4.2 Radio advertising When producing a radio advert, the following may be mentioned: <Your company name> is a Pastel Accounting Channel Partner and a distributor of Pastel products. No radio advert may be produced on any Pastel product without permission from the Pastel Marketing Department on the contact details listed in the final section of this document. 4.3 Listing in a telephone directory When listing in telephone directories (Telkom Yellow Pages, Telkom White Pages, Braby Directories etc) the word Pastel may not be used to gain business. You may only use your company name when listing in any directory. For example, listing your company in the telephone book as ABC Pastel Accounting Software is NOT permitted. Section 5: Public Relations The following activities are classified as Public Relations: o Press releases o Advertorials o Newsletters o Internal & external communications When producing any PR activity the following may be mentioned: <Your company name> is a Pastel Accounting Channel Partner and distributor of Pastel products. If unsure when generating PR activity, please contact the Softline Pastel Marketing Department on the contact details listed in the final section of this document. Section 6: Marketing Rebates 6.1 Application of Softline Pastel marketing rebates Softline Pastel will pay Pastel Channel rebates for:

12 10 o o o o Print media provided the adverts appear in an appropriate industry related magazine/ newspaper (excluding telephone directories). Street pole adverts & Billboards provided that the artwork for the adverts is approved by Pastel Accounting and that the appropriate box shots and reseller logos are used in the artwork. End user demonstration events the following conditions apply: - The event must focus on Pastel Accounting and our related products. - The event must take the form of a formal presentation with catering taking place before or after the event. - The normal advertising rebate formula will apply (see below). - No alcoholic beverages will be considered for rebate. - A minimum number of delegates are required at an event before a rebate will be considered and is dependent on geographical location. Please contact Softline Pastel s Marketing Department to ascertain the minimum number of delegates required for your area. - Certain terms and conditions will apply. Should you wish to host an event, please contact Pastel to determine the relevant terms and conditions. Website banner ads provided that the artwork for the banner ads are approved by Pastel Accounting and are uploaded onto appropriate and pre-approved websites. Softline Pastel will not pay Pastel Channel rebates for: o Stationery (including Business Cards) o Business location signage o Banners o Posters o Website design o Advertorial o Telephone directories o Radio advertising o Golf days Softline Pastel will not contribute towards production, design, litho positives or any other secondary costs incurred in producing an advert. An advertising rebate will not be considered unless the Pastel Marketing Department have approved your advert or event prior to production or the event taking place. 6.2 How your marketing rebate is calculated Please take the time to familiarise yourself with the revised rebate formula as detailed below. Should you have any questions please contact the Pastel Marketing Department on (011) Step 1: Ensure that you have gone through the necessary process of getting your advert approved by the Pastel Accounting marketing team and that you have written approval thereof. Step 2: Place your ad and arrange payment. Step 3: Provide the Pastel marketing team with the following: - Final advert artwork & proof of insertion - Invoice for the placement of the advert - Proof of payment for the advert Softline Pastel will contribute towards 50% of your advertising/event expenditure (excluding VAT), excluding production and set-up costs, provided the amount does not exceed 5% of the previous quarter s sales figure. Channel rebates MAY NOT be accrued nor accumulated from quarter to quarter.

13 11 Quarter Months When your rebate will be processed 1 st Quarter October - December January 2 nd Quarter January March April 3 rd Quarter April - June July 4 th Quarter July - September October 6.3 Marketing rebate conditions The rebate will be paid subject to the following conditions: o The Channel Partner must abide by Softline Pastel s Marketing Guidelines. o Correct use of the logos and branding must be applied. o You must obtain prior written approval from the Softline Pastel Marketing team. o Claims will only be rebated if customer s accounts are not overdue. 6.4 What to include when claiming a marketing rebate A copy of the advert as it appeared in the publication, or photos of your vehicle branding. A copy of the invoice from the relevant supplier. A copy of your payment to the supplier. Competitors If the advert you place is only advertising Softline Pastel products, then Pastel will contribute 50% of the value, subject to the correct procedures having been followed and subject to the amount not exceeding 5% of your quarterly purchase figure. If there are 3 brand names on an advert and only one is a Pastel brand, Pastel will only contribute 1/3 of the total amount of the advert. Should the advert include a competitive product or service, no Channel Marketing rebate will be considered. Section 7: Pastel Evolution Proposal Toolkit The Pastel Evolution Proposal Toolkit ( the Toolkit ) you are going to receive has been designed to assist you in preparing and presenting professional proposals to potential Pastel Evolution customers. All right, title, interest, ownership and benefit in and to the copyright of the Toolkit vest exclusively with Pastel. Softline Pastel hereby grants to you a limited right of use of the Toolkit strictly in accordance with the provisions hereof. The Toolkit may only be used when sending proposals to potential Pastel Evolution customers, in accordance with Softline Pastel s Marketing Guidelines and subject to Softline Pastel s instructions from time to time. You are not permitted to share or duplicate this document or any part thereof with any of Softline Pastel s competitors or anyone outside of your business, and may not use it for any other offering excepting for Pastel Evolution. Any use whatsoever of the Toolkit not in accordance with the above, will be in contravention of the Pastel Marketing Guidelines and may result in a termination of your Business Partner contract. All rights in and to the Toolkit will remain the exclusive property of Softline Pastel and/or Sage Pastel and no rights whatsoever will transfer to or vest in you, save as contained herein.

14 12 Section 8: Contact Details Should you have any queries regarding Softline Pastel s global branding campaign or these Marketing Guidelines, please contact: Kim Geral Softline Pastel Accounting Telephone: Facsimile: kim.geral@pastel.co.za Sumay Dippenaar Softline Pastel Payroll Telephone: Facsimile: sumay.dippenaar@pastel.co.za Section 9: Pastel Channel Partner logos Pastel Accounting Channel Partner logos Registered Dealer Silver Value Added Reseller Authorised Value Added Reseller Gold Value Added Reseller Accountants Forum Member Platinum Value Added Reseller

15 Bookkeepers Forum Member Authorised Training Centre Authorised 3 rd Party Developer Alliance Authorised Training Centre Certified E-Business Reseller Certified School Program Authorised Stationery Distributor Pastel Certified Trainer

16 Pastel On-Site Trainer PCI Module 3: Product Consultant Pastel BIC Certification PCI Module 4: Product Specialist Pastel PCI Module 1: Practitioner PCI Module 5: Technical Specialist PCI Module 2: Installation Technician

17 Pastel Evolution Channel Partner logos Pastel Evolution Certified Business Partner Super Platinum Business Partner Silver Business Partner Authorised Training Centre Gold Business Partner Alliance Authorised Training Centre Platinum Business Partner Certified School Program

18 Pastel Certified Trainer PCI Module 2: Advanced Practitioner Pastel On-Site Trainer PCI Module 3: Installation Technician Business Intelligence Certification PCI Module 4: Product Consultant PCI Module 1: Practitioner PCI Module 5: Sales Executive

19 PCI Module 6: Implementation Specialist PCI Module 10: Municipal Billing PCI Module 7: Product Technician PCI Module 1, 2, & 4: Certified End User PCI Module 8: Branch Accounting PCI Module 1, 2, 4 & 5: Sales Executive PCI Module 9: Retail PCI Module 1, 2, 4, 6 & 7: Certified Implementer

20 Pastel My Business Channel Partner logos Pastel My Business Champion Pastel My Business Online Champion