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LINK™ Marketing Guide

LINK™ Marketing Guide. Click to edit Master title style. Click to edit Master text styles Second level Third level Fourth level Fifth level. Table of Contents Link ™ Marketing Segments Link™ Marketing Overview Alliance Marketing Messages Accessing LINK™ Marketing Website

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LINK™ Marketing Guide

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  1. LINK™ Marketing Guide Click to edit Master title style • Click to edit Master text styles • Second level • Third level • Fourth level • Fifth level Table of Contents Link™ Marketing Segments • Link™ Marketing Overview • Alliance Marketing Messages • Accessing LINK™ Marketing Website • LINK™ Marketing Website Level 1 • LINK™ Marketing Website Level 2 • Best practice for building awareness with Insurance Agents • Link™ Marketing review exercise Performance Alliance • Return to Main Presentation Menu Version 7.0 Edited 04 06 04 1

  2. LINK Marketing Overview • Table of Contents • These presentation segments will give you the tools and information needed to Implement LINK™ Marketing tools with Performance Alliance collision repair facilities in your market areas. • DuPont Performance Alliance LINK™ Marketing helps repair facilities tell their story with communication tools that build relationships with consumers and insurers alike. • LINK Marketing includes brochures, print ads, billboards, public relations tools, and point-of-sale resources, all created with Performance Alliance members in mind. • Fully customizable, LINK Marketing materials give your shops the opportunity to let the world know just how good they are. Back Next

  3. LINK Marketing Levels • LINK Marketing has 2 levels of access • Each level has various tools to assist the repair facility in marketing their company • Table of Contents • Level 1 • Cost – No Charge • Access - All Alliance Members • Tools available • Press Releases • Insurance Marketing Letter Templates • Identity Branding Library • Marketing Calendar • Purchase Logo Wearable items • View access to customizable materials • All Performance Alliance members currently have access to this segment of LINK Marketing • Level 2 • Cost - $295.00 per year • Access - Certified Members Only • Tools available • Customized Marketing Plan • Unlimited Digital Production Files - Customizable • Billboard • Bus Sides • Yellow Pages • News Paper Ads • Customized Print Collateral • Signage Proofing by BG • This segment of LINK Marketing will be available in April of 2004 Back Next

  4. LINK Marketing – Level 1 Tools • Table of Contents • Public Relations • Repair Facility joins DuPont Performance Alliance • Paint Repair Certification Performance Alliance • Insurance & Claims Certification Performance Alliance • Insurer Press Releases • Signage and Point-of-Sale • Banner and Posters • Marketing Merchandise • Wearables - Polo Shirts, Dress Shirts, Jackets Back Next

  5. LINK Marketing - Level 2 Tools • Table of Contents • LINK Marketing level 2 includes all LINK level 1 items plus • Insurance Communications • Insurer’s Brochure • Repair Facility Implements Performance Feedback Letter • Repair Facility becomes Certified member of Alliance Letter • Postcard - Insurer Thank You • Consumer Communications • Print- Magazine Ads, Newspaper Ads, Yellow Pages Ads • Outdoor- Billboards, Bus Posters • Collateral - Body Shop Overview, DuPont Performance Alliance Overview, Postcards, Rearview Mirror Hangtag, Repair Process Brochure • Identity & Forms • Estimate Jacket • Identity - Business Cards, Envelopes, Letterhead • Forms - Customer Care Checklist, Damage Assessment Form, Unscheduled Sales Follow-Up Sheet Back Next

  6. LINK Marketing – Process Overview • Table of Contents • Process for getting a shop started with LINK™ • Level 1 - Included with Performance Alliance member contract • Shop is automatically given access to level 1 when joining the Performance Alliance • Training the shop on level 1 is DPC/Jobber responsibility, CTQ is not involved with LINK • Level 2 – Requires phase 1 certification of Performance Alliance • Retrieve LINK user agreement from Lotus Notes or DPC Portal • Complete 2 copies of the agreement • Collect payment (295.00 per year) • Fax one copy to CTQ and leave one copy with the shop • Mail the agreement and check to CTQ • Conduct training Back End Segment

  7. LINK Marketing Messages • Table of Contents The following marketing messages have been developed to “brand” the DuPont Performance Alliance repair facilities We make the repair a 3-step process Drop off. Relax. Pick up. From now on, you'll trust a body shop because you can. Not because you have to. You could take your car somewhere else. But you've already had one accident These marketing messages are available in LINK Marketing level 2 and can be customized by the repair facility in several different advertising formats Back Next

  8. Billboard Campaign • Table of Contents Back Next

  9. Newspaper Advertisements • Table of Contents Back End Segment

  10. Logging In • Table of Contents Go to www.performancecoatings.dupont.com Enter your “Member Login” Next enter your “Password” Demo Log-ins Level 1 - alliance1 demo Level 2 - linktest linktest Now click on “GO” to enter the DuPont Performance Coatings web site Member login Sample If you have not already registered click on “REGISTER” to complete your web site registration Back Next

  11. Performance Alliance Access • Table of Contents This screen is what a Performance Alliance registered user will have Clicking on the “members click here” key chain will access all Performance Alliance program information Back Next

  12. LINK Marketing - Access • Table of Contents Click on “Marketing” to access LINK Marketing tools. This action will open a new page Back Next

  13. LINK™ Level 1 • Table of Contents • These presentation segments will give you the tools and information needed to Implement LINK™ Level 1 with Performance Alliance collision repair facilities in your market areas • Marketing Calendar • Communications Catalog • Identity Library • Checkout - Downloading Items • LINK™ Level 2 Main Menu

  14. Marketing Calendar • Table of Contents Click on the “Marketing Calendar” tab to access and view the DuPont Performance Alliance advertising schedule Back Next

  15. Marketing Calendar • Table of Contents Click here to view “Advertising to Insurance Industry Professionals” Schedule and Samples Back Next

  16. Marketing Calendar • Table of Contents Click on “Samples” to view advertisement examples Or you can click on “Schedule” to view upcoming Performance Alliance Advertising publications and dates Back End Segment

  17. Communications Catalog - Overview • Table of Contents • LINK Level 1 • Repair Facility has the ability to viewall components in the consumer communications catalog • Repair Facility does have access to: • Consumer Communications > Public Relations • 3 Press Releases • Insurance Communications > Collateral • A Series 5 Insurance Marketing Letters • Marketing Merchandise > Wearables • Purchase Apparel • Identity & Forms > Forms • Customer care checklist • Unscheduled sales form • Damage assessment form Back Next

  18. Communications Catalog - Type • Table of Contents Click on the “Communications Catalog” tab Then choose the type of communication you want to view and click on it to select Next click on the drop down arrow in “Choose Communication Type” to view a list of communication types Back Next

  19. Communications Catalog – Selecting • Table of Contents Now click on “GO” to view information within the selected category Back Next

  20. Communications Catalog - Category • Table of Contents You now can choose the category you want to view for the selected communication type. Select a category and click on “GO” to view information within the selected category Back Next

  21. Communications Catalog–View Items • Table of Contents This screen will show all of the items available within the selected category for the communication type To view in more detail click in the item or document Back End Segment

  22. Communications Catalog-Add to Cart • Table of Contents Now you can see a description of the selected item and download it for your company’s use To enlarge the item click on “view larger” To select an item to download click on “add to cart” Back Next

  23. Communications Catalog–Check Out • Table of Contents To check out and download item click on “check out” To add more items to the cart click on “back to shopping” Back Next

  24. Communications Catalog-Finish • Table of Contents To download a document select “Download from site” Now click on “Finish” Be sure to wait for a confirmation to appear that the download is processed Back Next

  25. Communications Catalog-Download • Table of Contents The gray area is the order confirmation. Now click on the “blue hyperlink text” to load the document your local computer system Back Next

  26. Communications Catalog–Save Local • Table of Contents After the document loads and opens be sure and click on “File” then “Save As” to select a folder to place the document into on your local computer system Back End Segment

  27. Identity Library • Table of Contents To view Performance Alliance Brand standards click “Identity Standards” Select the “Identity Library” tab to view information and items about DuPont Performance Alliance Brand recognition To download Performance Alliance Logos click “Art Files” Back Next

  28. Identity Library • Table of Contents The Art Files area contain formatted DuPont Performance Alliance logos in various file types To download a logo choose the file format you need and click on the “blue hyperlink text.” Then save the logo to a file on your local system Back End Segment

  29. LINK™ Level 2 • Table of Contents • These presentation segments will give you the tools and information needed to Implement LINK™ Level 2 with Performance Alliance collision repair facilities in your market areas • Create a Customized Marketing Plan • Marketing Best Practices • Customizing Materials • Checkout - Downloading Items • Process for Submitting a Shop Logo Main Menu

  30. Marketing Planning • Table of Contents Select the “Marketing Planning” tab to view information and items about DuPont Performance Alliance Brand Marketing Back Next

  31. Marketing Plan–Purchase Experience • Table of Contents To start creating your repair facilities marketing plan click on “Purchase Experience” Back Next

  32. Marketing Plan - Create • Table of Contents Next click on “Create Customized Plan” to access and start reviewing the marketing plan options Back Next

  33. Marketing Plan - Select • Table of Contents Use the navigation bar to scroll down and review the complete Marketing Plan De-select components from the list you do NOT want in your plan Back Next

  34. Marketing Plan – Generate Report • Table of Contents Complete de-selection of components from the list you do NOT want in your plan as you scroll down. When completed with selections click on “generate report” Back Next

  35. Marketing Plan - Review • Table of Contents Scroll Down to review the complete Marketing Plan Back Next

  36. Marketing Plan - Print • Table of Contents To order components click on the blue hyperlink text of the item you want to select To print a copy of the Marketing Plan click on “print” Back End Segment

  37. Marketing Best Practices - Access • Table of Contents To review recommended procedures for Marketing, in the Marketing Planning tab click on “Marketing Best Practices” Back Next

  38. Marketing Best Practices - Review • Table of Contents Use the navigation bar to scroll down and review the complete Marketing Best Practices document Back Next

  39. Marketing Best Practices–Create Plan • Table of Contents To create a marketing plan click on “a step-by-step plan.” This will take you to the Marketing Plan section Back End Segment

  40. Customizing Components - Type • Table of Contents Click on the “Communications Catalog” tab Then choose the type of communication you want to view and click on it to select Next click on the drop down arrow in “Choose Communication Type” to view a list of communication types Back Next

  41. Customizing Components - Selecting • Table of Contents Now click on “GO” to view information within the selected category Back Next

  42. Customizing Components - Category • Table of Contents You now can choose the category you want to view for the selected communication type. Select a category and click on “GO” to view information within the selected category Back Next

  43. Customizing Components–View Items • Table of Contents This screen will show all of the items available within the selected category for the communication type To view in more detail click in the item or document Back Next

  44. Customizing Components - Review • Table of Contents Now you can see a description of the selected item and customize it for your company’s use Use the navigation bar to scroll down and view the complete item To enlarge the item click on “view larger” Back Next

  45. Customizing Components - Edits • Table of Contents Type customized information here – up to 250 characters Choose logo type - Color or Black & White Choose Quantity After completing customizations click “add to cart” Back End Segment

  46. Customizing Components–Check Out • Table of Contents To check out and download item click on “check out” To add more items to the cart click on “back to shopping” Back Next

  47. Customizing Components - Order • Table of Contents Choose where you want the customized materials sent Then click on “Finish” to place order Back End Segment

  48. LINK™ Level 2 LINK™ Logo Submission • Table of Contents • Send electronic logo files to: link@ptpromo.com • Or sent it on disk to:PRINT-TECHc/o Performance Alliance3678 Kinsman Blvd.Madison, WI 53704Phone 800-682-7746 • Check site for required logo formats (Your Acct.) • B&W & Color End Segment

  49. Best Practice • Table of Contents • Best Practices for building awareness with Insurance Agents • Insurance agents are an excellent source of workflow • A critical step in earning agent referrals is creating/building brand awareness • LINK contains a series of 5 letters a shop can send out on their letterhead promoting their involvement in the Performance Alliance • The series of letters promote the reasons why an agent should refer policyholders to a Performance Alliance shop • The next few slides describe and depict the “how to” process Next

  50. Best Practice • Table of Contents • Best Practices for building awareness with Insurance Agents • Step 1: • Shop joins Performance Alliance • DPC provides a list of insurance agents • Shop downloads letter #1 (PA-3101) from LINK • Shop mails letter to local agents • Step 2: • Shop becomes certified on Paint SOPs • Shop downloads letter #2 (PA-3102) from LINK • Shop mails letter to local agents Back Next

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