2021 cenex® premium diesel marketing programs · the sulfur content . historically, the sulfur...
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DIESEL THAT DOESN’T MESS AROUND.
2021 Cenex® Premium Diesel Marketing Programs
QUICK REFERENCE GUIDE
QUICK REFERENCE GUIDE
STAY IN TUNE WITH THE LATEST CAMPAIGN HAPPENINGS:
In The Know E-Newsletter: Register at PDLubes.chsintheknow.com/subscribe
MyCHS at chsinc.com: chsinc.com (MyCHS > Energy > Premium Diesel)
CHS Energy Equipment Questions and Orders: 1-800-852-8186, press 1or CHSPetroleumEquipment.com
General Marketing Questions: Contact your Cenex® Representative or email: [email protected]
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TABLE OF CONTENTS
Quick Reference Guide . . . . . . . . . . . . . . . . . . . 2
CENEX® BRAND AND PRODUCT INFORMATIONCenex® Premium Diesel Fuels . . . . . . . . . . . . . . 5Cenex Premium Diesel Fuels Features & Benefits Chart . . . . . . . . . . . . . . . . . . . . . . . 6Diesel Fuel Product Milestones . . . . . . . . . . . . . . 7Cenex Total Protection Plan® . . . . . . . . . . . . . . 8-9 Product Training and Certification . . . . . . . . 10-11
DISTRIBUTOR PROGRAMSCenex® Voyager® Fleet Card . . . . . . . . . . . . . . . . 14Host a Premium Diesel Seminar . . . . . . . . . . . . . 15Cenex® Rolling Stock Transition Program . . . . 16-17Branded Distributor Vehicle Standards . . . . . . . . 18Vehicle and Storage Tank Standards . . . . . . . . . . 19
MARKETING SUPPORTYour Business, Your Marketing Plan . . . . . . . . . . 22Multimedia Advertising Made Simple Print Advertising . . . . . . . . . . . . . . . . . . . . . . 23 Radio Advertising . . . . . . . . . . . . . . . . . . . . . 23 Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . 23Cenex National & Regional Advertising 2021 Media Schedule (Fleet & Ag) . . . . . . . . 23Cenex Shop . . . . . . . . . . . . . . . . . . . . . . . . . . . 24Cenex® Ad Share . . . . . . . . . . . . . . . . . . . . 25-28
RESOURCESFuel Restoration & Tank Cleaning . . . . . . . . . . . . 30Premium Diesel Ad Share Claim Form . . . . . . . . 31Premium Diesel Seminar Claim Form . . . . . . . . . 32Billboard Rebate Form . . . . . . . . . . . . . . . . . . . 33Brand Logo Guidelines . . . . . . . . . . . . . . . . 34-35Seminar Planning Checklist . . . . . . . . . . . . . 36-37Frequently Asked Questions . . . . . . . . . . . . . 38-39
TABLE OF CONTENTS
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CENEX® BRAND AND PRODUCT INFORMATION
CENEX® PREMIUM DIESEL FUELS
FEATURES & BENEFITS CHART
DIESEL FUEL PRODUCT MILESTONES
CENEX TOTAL PROTECTION PLAN®
PRODUCT TRAINING AND CERTIFICATION
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CENEX® PREMIUM DIESEL FUELS
Selling Cenex® Premium Diesel Fuels sets you apart in the market because they consistently outperform #2 diesel fuel and set the standard that all other “premiums” try to measure up to .
Cenex Premium Diesel comes with a more complete additive package for a more complete burn to optimize performance in all engines . The complete additive package is engineered to meet the challenges of today’s common rail engine designs that create extreme heat and pressure, all while enhancing the performance of diesel engines both new and old .
The fuel performance considerations that come with today’s highly advanced engines make a clear case for Cenex Premium Diesel Fuels, which meet or exceed the Premium criteria established by the NCWM/EMA/TMC .* Both laboratory and field tests confirm the upgraded injection stabilizer in Cenex Premium Diesel Fuels successfully removes and prevents IDID, internal diesel injector deposits, including carbonaceous, soap/metal carboxylates and lacquer type deposits, as well as a dramatic reduction in fuel filter plugging while maximizing the power in today’s high-tech engines .
* National Conference on Weights and Measures/Engine Manufacturers Association/The Maintenance Council
• Improves fuel economy by as much as 5%
• Increases fuel lubricity by 10-15%
• Improves power by up to 4 .5%
• Has a high cetane number — typical 47-49
• Extends life of injectors/injector pumps
• Reduces downtime and maintenance costs
• Proven to optimize performance in all diesel engines
• Performs better in modern diesel engines
Above claims are in comparison to a typical #2 diesel fuel .
PREMIUM DIESEL FUEL, PREMIUM RESULTS.
ABOUT CENEX® PREMIUM DIESEL FUELS 5
FEATURE WHAT IT DOES HOW YOU BENEFIT
INJECTION STABILIZER
Addresses fuel oxidation problems in new engine technology fuel injectors and prevents internal diesel injector deposits (IDID) from forming deep inside high-precision injectors .
• Less filter and injector replacements in new engine technologies
• Less downtime and maintenance costs
DETERGENTS Aggressive detergent components help fuel systems stay clean and performing at their optimum level .
• Improves fuel efficiency (up to 5% better in comparison to a typical #2 diesel fuel)
• 4 .5% improved power• Cleans injectors and prevents deposit buildup• Maintains ideal injector spray pattern
CETANE IMPROVER
Cetane is a measure of diesel engine startability . The higher the cetane number, the quicker the fuel will ignite . Cenex® Premium Diesel Fuel has a typical cetane number of 47-49 .
• Less strain on engines and electrical systems• Less downtime and maintenance costs• Quicker, more fuel-efficient starts• Smoother running engines• Better cold-weather starts
LUBRICITY IMPROVER Friction-reducing agents provide better protection against friction and wear on the fuel pump .
• Protects moving parts from excessive wear• Meets OEM fuel lubricity recommendations
DEMULSIFIERS
Demulsifiers help water separate from the fuel and fall to the bottom of the tank which allows for easy drainage and removal . This prevents unwanted moisture from being carried through the fuel system and reduces the volume of water entering the combustion chamber .
• Easier removal of water from storage tank• Less wear on injectors• Fewer filter replacements• Prevents algae formation in storage tanks
CORROSION INHIBITORS
Provides superior corrosion protection, preventing the formation of rust on metal parts .
• Less downtime and maintenance costs• Slows the natural degradation of diesel fuel caused
by exposure to oxygen• Prevents corrosion-caused leaks, blockages and
breaks in metal parts
STORAGE STABILIZERS Reduces gum and varnish buildup and contains components to extend the storage life of diesel fuel .
• Extends storage life of diesel fuel• Tolerates temperature extremes• Increases injector life and optimizes combustibility
WAX CRYSTAL MODIFIERS*
Wax crystal modifiers change the size and shape of wax crystals, preventing them from bonding together .• Wax crystals stay small enough to flow through the
fuel filter• They create a porous wax cake on the fuel filter,
allowing continued fuel flow until the engine heats up
• Significantly increased cold weather operability• Less downtime
DE-ICERS* Dramatically lowers the point at which any water in the fuel system freezes .
• Fewer moisture-related problems
WAX ANTI-SETTLING AGENTS*
Reduces settling of wax crystals in vehicle tanks and above-ground storage tanks, which clog filters and other fuel system components .
• Enhances cold weather operability
• Less downtime and maintenance costs
* Winter fuel additives are in Cenex® Wintermaster®, Cenex Roadmaster XL® – Seasonally Enhanced, and Cenex® Ruby Fieldmaster® – Seasonally Enhanced fuels only.
CENEX® PREMIUM DIESEL FUELS FEATURES & BENEFITS CHART
CENEX® PREMIUM DIESEL FUELS FEATURES & BENEFITS CHART6
77DIESEL FUEL PRODUCT MILESTONES
THE MILESTONES IN LIMITING SULFUR LEVELS CAN BE SUMMARIZED AS FOLLOWS:
1993 – Sulfur limit reduced from 3,000 to 500 ppm for highway diesel, necessary for meeting 1994 emission standards for heavy-duty highway engines . (High Sulfur Diesel Fuel was banned from on-highway vehicles .)
2006 – Ultra-low sulfur diesel fuel (maximum sulfur level of 15 ppm) was made available for highway use . This fuel was legislated by the EPA to enable catalyst-based emission control devices, such as diesel particulate filters and NOx absorbers necessary for meeting the 2007-2010 emission standards for heavy-duty engines and the Tier 2 light-duty standards .
2007 – Tier 3 diesel engines introduced . Sulfur limit reduced from 3,000 to 500 ppm for non-road diesel fuel . (High Sulfur Diesel Fuel was banned from off-highway vehicles .)
2010 – Tier 4 Interim diesel engines introduced . Tier 4 Interim regulations call for 50-90% reductions in particulate matter (PM) emissions and up to 90% reduction in emissions of oxides of nitrogen (NOx), depending on the kilowatt rating of the engine/generator set .
2014 – Tier 4 Final engines introduced . Tier 4 Final regulations call for further reductions in NOx emissions of up to 88% and further reductions in PM of up to 70%, depending on the kilowatt rating of the engine/generator set .
Since the 1990s, fuel quality has been increasingly more regulated by the United States Environmental Protection Agency (EPA) under the authority of the Clean Air Act . In the context of the increasingly more stringent diesel emission standards, the most important fuel property regulated by the EPA became the sulfur content . Historically, the sulfur content in diesel fuels for highway and non-road vehicles was limited to 0 .5% (wt .) by ASTM specifications .
CHS is dedicated to ensuring our products continually meet and/or exceed EPA requirements and Original Equipment Manufacturers (OEM) specifications . Cenex® Premium Diesel Fuels have been enhanced with each milestone to optimize performance of diesel equipment . Our experienced team of experts continually test our fuels and monitor industry changes and competitive fuel products, ensuring Cenex Premium Diesel Fuels are the top-performing products in the market .
DIESEL FUEL PRODUCT MILESTONES
CENEX TOTAL PROTECTION PLAN® WARRANTY INCENTIVE
We’re 100% confident in Cenex® Ruby Fieldmaster®
Premium Diesel Fuel, and it’s backed by the best warranty program of its kind in agriculture — the Cenex Total Protection Plan .® Our unrivaled warranty program is an excellent opportunity for you as a Certified Distributor and for your customers, too .
The Cenex Total Protection Plan offers coverage that extends beyond OEM warranties on a wide variety of agricultural equipment . This unique plan covers new equipment for up to 10 years or 10,000 hours and used equipment for up to 8 years or 8,000 hours . Best of all, there is no deductible and the warranty is fully transferable . Selling the Cenex Total Protection Plan helps secure continued Cenex Premium Diesel Fuel business and positions you as a partner to agricultural producers . Not only does it demonstrate your confidence in Cenex Ruby Fieldmaster, but it also differentiates you from the competition .
Warranty enrollment is open at any time . Learn more about the Cenex Total Protection Plan and view customer testimonials at cenex.com/tpp .
CENEX TOTAL PROTECTION PLAN®8
9CENEX TOTAL PROTECTION PLAN®
CENEX TOTAL PROTECTION PLAN® 2021 COOPERATIVE EQUIPMENT PROGRAM
NEW EQUIPMENT OWNED BY COOPERATIVES CAN BE PROTECTED WITH THE BEST WARRANTY IN AGRICULTURE
The Cenex Total Protection Plan® for NEW cooperative equipment offers the same 10-year, 10,000-hour coverage as the current new equipment warranty for agriculture producers when using both Cenex® Lubricants and Cenex® Ruby Fieldmaster® Premium Diesel Fuel .
WARRANTY COVERAGE:
Agricultural equipment: tractors and telescopic handlers (50+ horsepower)
Agricultural equipment: combines, harvesters, sprayers (50+ horsepower)
Component Covered Fluid Warranty Term
Diesel Engine
SYNT
HETI
C O
IL
Maxtron® Enviro-EDGE® or Maxtron® DEO 10 years/10,000 hours with Cenex® Ruby Fieldmaster® products up to B20
9 years/9,000 hours without Cenex® Ruby Fieldmaster®
CONV
ENTI
ONAL
OI
L
Superlube TMS® 9 years/9,000 hours with Cenex® Ruby Fieldmaster® products up to B20
8 years/8,000 hours without Cenex® Ruby Fieldmaster®
Diesel Injection Pump/High Pressure Pump
Cenex® Ruby Fieldmaster® products up to B20 10 years/10,000 hours with Maxtron® Enviro-EDGE® or Maxtron® DEO
9 years/9,000 hours with Superlube TMS®
Diesel Injectors Cenex® Ruby Fieldmaster® products up to B20 5 years/5,000 hours
Transmission/Hydraulics/Final Drive (Common Sump) OP
TION
1 Maxtron® THF+, Maxtron® Power Transmission Fluid MV or Maxtron® All-Syn HD
10 years/10,000 hours
Qwiklift® HTB®, Power Trans Fluid or STOU Fluid 9 years/9,000 hours
Transmission (Separate Sump)
OPTI
ON 2
Maxtron® THF+ 10 years/10,000 hours
Qwiklift® HTB® or STOU Fluid 9 years/9,000 hours
Hydraulics (Separate Sump)
Maxtron® THF+ 10 years/10,000 hours
Qwiklift® HTB® or Indol® 9 years/9,000 hours
Differential/Hubs Maxtron® GL 6 years/6,000 hours
MP Gear Lube 5 years/5,000 hours
Hydrostats Maxtron® THF+ 10 years/10,000 hours
Component Covered Fluid Warranty Term
Diesel Engine
SYNT
HETI
C OI
L
Maxtron® Enviro-EDGE® or Maxtron® DEO 10 years/10,000 hours
CONV
ENTI
ONAL
OI
L
Superlube TMS® 9 years/9,000 hours
Diesel Injection Pump/High Pressure Pump
Cenex® Ruby Fieldmaster® products up to B20 10 years/10,000 hours with Maxtron® Enviro-EDGE® or Maxtron® DEO
9 years/9,000 hours with Superlube TMS®
Diesel Injectors Cenex® Ruby Fieldmaster® products up to B20 5 years/5,000 hours
See the current Cenex Total Protection Plan Application for New Equipment on cenex.com/tpp for further details on component coverage .
Dealer/Distributor: The Cenex Total Protection Plan for new cooperative equipment requires a fee of $799 and is not eligible for rebate coupons. New cooperative equipment signed up for the warranty program is not eligible for sales incentives . Dealers should contact their Cenex® District Manager for details.
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Knowledgeable employees help position you as an expert and can greatly increase the success of your business . Enrolling your team members in this product training will ensure they’re educated and excited about the products, giving them the confidence they need to enthusiastically sell .
Training is available at no cost to employees of authorized, branded premium diesel distributors . There’s no limit to the number of employees who can enroll, and training takes approximately 35 minutes . Each participant who passes the training becomes certified and receives a completion certificate .
PRODUCT TRAINING AND CERTIFICATION
Training courses:
ADVANCED PREMIUM DIESEL
Diesel powered equipment gets more sophisticated each year . Product training equips your team with the knowledge they need to effectively answer questions and talk about Cenex® product benefits . Course includes the Cenex Total Protection Plan® — outlining our warranty attributes and selling tips .
TANK MAINTENANCE
Proper tank maintenance can drastically reduce the chances of fuel-related issues and compromised fuel quality . Help protect your customers’ valuable equipment by getting your team up-to-speed on proper tank maintenance procedures .
WINTER FUELS
With proper tank maintenance and fuel handling, your customers can avoid the most common cold-weather problems and ensure reliable performance during the winter season . This training module reinforces best practices to help prevent cold-weather fuel issues .
BASIC PETROLEUM TRAINING
Get back to the basics and learn about the advantages of using Cenex branded fuels . Learn about Cenex® TOP TIER™ Gasoline to the proprietary additive package in Cenex Premium Diesel Fuels . This course is perfect for all types of employees, and it will give your team the knowledge they need to feel confident in answering fuel-related questions .
ENROLL TODAY:
Access training through MyCHS at chsinc.com. Click on the Premium Diesel page, or go directly to cenexrefinedthinking.com .
ACTION REQUIRED:
To maintain Certified Distributor status, at least one person from each distributor must take and pass all required courses .
Please note: Only Certified Premium Diesel Fuel Distributors have access to Cenex® Ad Share funds . Certified Distributors also have the added benefit of being listed on cenex.com .
Enrolling team members in product training gives them the confidence they need to enthusiastically sell.
PRODUCT TRAINING AND CERTIFICATION
CERTIFICATION COUNTS
Being a Certified Distributor brings multiple benefits to you, including:
Unsurpassed product quality: The Cenex® brand has been the leader in the premium diesel fuel market for over 50 years . Market research proves Cenex fuels have a loyal customer following, and are known for top-quality performance .
Quality assurance: You can sell Cenex Premium Diesel Fuels with confidence, knowing they are continually tested for quality — in the field, over the road and in the lab .
The best warranty in agriculture: Cenex® Ruby Fieldmaster® Premium Diesel Fuel is backed by the best warranty program of its kind in agriculture — the Cenex Total Protection Plan®, which helps differentiate you from the competition . It gives you a powerful sales tool and demonstrates your commitment to helping protect your customers’ equipment investment .
Maximum profit potential: Proven benefits, strong history and unsurpassed quality allow you to command a higher margin on Cenex Premium Diesel Fuels compared to a #2 diesel commodity product .
CHS support: Only Certified Premium Diesel Fuel Distributors have access to Cenex Ad Share funds . Certified distributors also have the added benefit of being listed on the dealer locator at cenex.com .
PROMOTE YOURSELF
Being a Certified Cenex Premium Diesel Fuel Distributor provides a commanding point of difference between you and your competition . It’s important that Cenex brands and logos are presented accurately and consistently in a manner that meets registered trademark guidelines . These rules exist to protect the value of the Cenex image — for CHS and Cenex Distributors alike — and to provide consumers with a consistent brand and product message .
Complete guidelines on logo usage, colors, sizing and using Cenex Premium Diesel Fuel product names in text can be found in the Resources section of this guide .
Authorized Branded Distributors should not try to re-create logos, product information or advertising materials . Logos are available in a variety of digital formats and can be requested from [email protected] .
PRODUCT TRAINING AND CERTIFICATION
CHS offers unmatched product support, from complimentary product training to tech services expertise and proven marketing programs . You simply won’t find a comparable level of support from another fuel provider .
11PRODUCT TRAINING AND CERTIFICATION
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CENEX® VOYAGER® FLEET CARD
HOST A PREMIUM DIESEL SEMINAR
CENEX® ROLLING STOCK TRANSITION PROGRAM
BRANDED DISTRIBUTOR VEHICLE STANDARDS
VEHICLE AND STORAGE TANK STANDARDS
DISTRIBUTOR PROGRAMS
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The Cenex® Voyager® Fleet card offers small businesses and fleets the ability to carry a single card for all vehicle-related purchases, while rewarding them for fueling at Cenex® . This card is accepted everywhere Voyager is accepted (over 230,000 locations nationwide) and provides a complete fleet fueling management program designed to save businesses time and money .
Best of all — rebates are funded by CHS. Combine that with reduced processing fees, higher ticket values and reduced risk from receivables and data security — and you have a winning combination for you AND your customers .
THE CENEX® VOYAGER® FLEET CARD OUTPERFORMS OTHER PETROLEUM FLEET CARDS IN THESE KEY AREAS:
• No annual or monthly fees
• No minimum purchase requirement
• Unlimited rebates — even on diesel fuel
• No charge for extra cards/drivers
• Rebates start with the very first gallon
CENEX® VOYAGER® FLEET CARD
DRIVER REWARDS PROGRAM
We value fleet drivers and believe they should be rewarded for using the Cenex Voyager Fleet credit card to fuel their vehicle . As a thank you for their loyal support, CHS offers an easy way to earn free Cabela’s® gift cards .
Drivers earn points every time they use their Cenex Voyager Fleet credit card to purchase fuel . By fueling at a Cenex location, they will earn double points which helps them earn Cabela’s gift cards even faster . Visit cenexfleetregistration.cenex.com or call 1-800-852-8180 or for more information on the Driver Rewards program .
CENEX® VOYAGER® FLEET CARD REBATE CHART
4¢ REBATE PER GALLON3¢ REBATE
PER GALLONWITH PURCHASE OF
1,000-4,999 GALLONS/MONTH
WITH PURCHASE OF
5,000-9,999 GALLONS/MONTH
2¢ REBATE PER GALLONWITH PURCHASE OF
1-999 GALLONS/MONTH
5¢ REBATE PER GALLONWITH PURCHASE OF
10,000+ GALLONS/MONTH
CENEX® VOYAGER® FLEET CARD
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A Cenex® Premium Diesel Fuel Seminar — or customer/prospect meeting — is the ideal way to reach current and prospective customers with important information on diesel engine technology, premium diesel fuel benefits and more .
CHS offers support and expertise to help you conduct meetings and close the sale . Your Cenex Representatives will help host your event and will discuss the following agenda topics .
AGENDA:
• Cenex Premium Diesel Fuels and Lubricants
• Cenex Total Protection Plan® Warranty
• Diesel Engine Technology
• Tips to Reduce and Prevent Maintenance and Downtime
• Tips to Improve Fuel Efficiency and Optimize Performance
• Proper Tank Maintenance
• Question & Answer Session
HOST A PREMIUM DIESEL SEMINAR
BENEFITS TO HOSTING A PREMIUM DIESEL SEMINAR:
• Positions your company as a fuel expert
• Builds relationships with diesel users
• Secures new sales
• An ideal way to meet new prospects
• Fun, educational and a great opportunity to build customer relations
Remember: Cenex Premium Diesel Ad Share covers up to $15 per guest in addition to funding for signage, advertising and brochures when program criteria are met . See page 26 for details . You’ll also find a helpful planning checklist in the Resources section of this guide .
FIND THE RESOURCES YOU NEED AT CENEX SHOP:
• Invitations, posters, and customer gifts
• Counter card, brochures and sales tools
• Branded merchandise
PREMIUM DIESEL SEMINAR
CENEX® ROLLING STOCK TRANSITION PROGRAM
OBJECTIVE
To help Cenex® branded customers off-set the cost of identifying bulk distribution vehicles with the new Cenex branded rolling stock graphics, as outlined in the Cenex Branded Distributor Manual, effective May 1, 2020.
Eligible customers are identified as a cooperative dealer and/or distributor that transports Cenex refined fuels and/or lubricants products.
PROGRAM DATES
Orders must be placed between June 1, 2020 and December 31, 2021,* to be eligible for reimbursement .
*Any decal orders, requested after December 31, 2021, will follow the standard ad share/decal reimbursement programs as outlined per CHS Energy business unit.
GENERAL PROGRAM GUIDELINES
1. Funding: Each customer may receive 75% reimbursement per eligible bulk branded distribution vehicle up to the max amounts below for costs associated with branding an eligible distribution vehicle with the new graphics outlined in the Cenex Branded Distributor Manual, effective May 1, 2020 .
Max amounts:
• Up to $8,000 if the Cenex and product marks are used on the side .
• Up to $5,000 if only the Cenex mark or co-branded option is used on the side .
Eligible costs include:
• Removing existing decals .
• Cleaning and prepping an eligible vehicle for new decal application .
• Painting an eligible vehicle to cover decal shadowing caused by previously applied graphics .
• Printing an eligible new decal through the preferred rolling stock graphic vendor of CHS .
• Shipping of a new decal .
• Professional installation of a new decal .
ROLLING STOCK TRANSITION PROGRAM16
17ROLLING STOCK TRANSITION PROGRAM
Costs not eligible for reimbursement:
• Fixing any damage or corrosion on an eligible vehicle .
• Installation completed by a non-professional party .
• Additional vehicle accessories .
• Cab decals or paint .
• Cost to print or install a decal that is not a part of the new Cenex® branded graphic options outlined in the Cenex Branded Distributor Manual, effective May 1, 2020 .
• Previous decal removal, cleaning, prepping and or/painting an eligible vehicle prior to new decal application completed by a non-professional party .
• Decals of customer logos or any other brand graphics .
2. Branding: Transportation/delivery vehicles used by Cenex branded customers, to move bulk or package fuels or lubricant product are eligible for rebranding . Customers must select a branding option outlined in the new Cenex Branded Distributor Manual . All guidelines outlined in the manual must be followed at all times, in order to be eligible for reimbursement .
The following vehicles are eligible for decal reimbursement:
• Tractor/trailer box trucks
• Van body box trucks
• Tractor/tank trailer trucks
• Small and mid-sized tankers
The following are ineligible for decal reimbursement:
• Fuel storage tanks
• Propane storage tanks
• Propane bobtails
• Small personal vehicles (pickup trucks, cars, etc .)
3. Submission process: To receive reimbursement for rebranding eligible costs as herein defined, CHS customers must submit the following required documentation to the designated CHS Energy marketing representative listed on the program form .
1 . Pictures of the entire vehicle (both sides and back) with the new decal applied .
2 . An itemized receipt for the labor and parts associated with removing, cleaning, painting and/or prepping the vehicle for decal application .
3 . An itemized receipt for the labor and parts associated with the application of the new decal .
4 . An itemized receipt for the production of the new decal .
4. Approval: All customers must follow the process outlined in the Cenex Branded Distributor Manual, effective May 1, 2020, for ordering a decal . Once all supporting documentation is received, reviewed and approved the customer may receive reimbursement in the form of a credit to the applicable CHS Account . CHS reserves the right to deny a claim for an eligible expense if the eligible bulk branded distribution vehicle was not properly cleaned, painted or prepped prior to new decal application . All submissions must be received by January 31, 2022, to receive reimbursement under this program.
PROGRAM TERMS
• Customers must have a current and active agreement in place with CHS Lubricants or Refined Fuels that allows use of Cenex and/or Cenex branded product marks .
• All decals must be purchased, printed and shipped through the preferred rolling stock graphic vendor of CHS Energy .
• Customer is responsible for sourcing a professional company to remove previous decals and complete all steps needed to clean, prep and/or paint the vehicle prior to new decal application . Removal completed by a non-professional party is not eligible for reimbursement .
• CHS reserves the right to deny any reimbursement of any claim that does not comply with the above terms of the program, or the guidelines outlined in the Cenex Branded Distributor Manual, effective May 1, 2020 .
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All Cenex® branded distributors interested in identifying their product distribution vehicles must comply with the standards outlined in the Cenex Branded Distributor Manual, effective May 1, 2020 .
• Must have preapproval to use the Cenex Marks as outlined per the requirements in each specific product section of this manual .
• No Cenex Marks can be displayed in conjunction with any competing petroleum brands in any form .
• No Cenex Marks can be displayed on the same side of the trailer as a distributor logo .
• All plain text must be Arial font and must be black in color .
BRANDED DISTRIBUTOR VEHICLE STANDARDS
BRANDED DISTRIBUTOR VEHICLE STANDARDS
ABC CO-OP, INC.Your Town, US234-567-8912
ABC CO-OP, INC.Your Town, US234-567-8912
ABC CO-OP, INC.Your Town, US234-567-8912
19VEHICLE AND STORAGE TANK STANDARDS
TO PLACE A DECAL ORDER, VISIT CENEXSHOP.COM
VEHICLE AND STORAGE TANK STANDARDS
• All vehicles and storage tanks must meet all state and federal regulations .
• Box trailers or bulk vehicles that were originally white, must remain white .
• Tankers that were originally aluminum, must remain unpainted .
• All trailers must not have any previous decal shadowing visible . If shadowing is present from a previous decal, the distributor is required to have the shadowing removed .
• All trailers must be cleaned, and decals must be maintained throughout their life cycle .
• Storage tanks and vehicles must be in a good repair with no visible damage or signs of corrosion .
• Storage tanks must be painted white .
ABC CO-OP INC.
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YOUR BUSINESS, YOUR MARKETING PLAN
MULTIMEDIA ADVERTISING MADE SIMPLE –
PRINT ADVERTISING
RADIO ADVERTISING
DIRECT MAIL
CENEX NATIONAL & REGIONAL ADVERTISING
CENEX SHOP
CENEX® AD SHARE
MARKETING SUPPORT
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CHS has planned a number of national and regional advertising campaigns for 2021, and the best way to maximize these efforts is to supplement those initiatives with your own local marketing . Each distributor has unique marketing needs, and the opportunities for creating your own customized campaigns are endless . With a customized approach to your marketing, you can target your customers in a more direct way than a general national campaign ever could .
While awareness of the Cenex® brand and its products is good for everyone, it’s even more effective if you can direct customers in your area to visit you specifically . Ultimately, that’s what will help your business most . The most effective marketing programs combine a good mix of tactics and approaches . This allows you to reach your customers in a variety of ways, and in a variety of places — increasing the odds that people will remember and act on your marketing messages . It also ensures that you don’t put all your eggs in one basket, relying entirely on one tactic that may or may not reach your intended audience .
In this section, you’ll find ideas for marketing to customers and prospects in your area, as well as information about marketing support and resources offered by CHS . With Cenex Shop, you’ll gain access to a wide range of professionally designed templates that you can use to create your own ads . In addition, Cenex Ad Share is a reimbursement program that helps reduce the out-of-pocket cost of your marketing . This way, you can see bigger results with less investment .
YOUR BUSINESS, YOUR MARKETING PLAN
Each distributor has unique marketing needs and the opportunities for creating your own customized campaigns are endless.
22 YOUR BUSINESS, YOUR MARKETING PLAN
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PRINT ADVERTISING
CHS has made print advertising simple, with ready-to-use templates in multiple formats and sizes . You can customize these templates with your own company name, logo, contact information, website and custom messaging, making it easy to produce professional-quality print materials . You’ll find more information about print templates in the Cenex Shop section of this guide .
RADIO ADVERTISING
Local radio advertising is a great way to reach people in their vehicles and encourage them to call or visit . CHS provides professionally recorded ads to which you can add your own information . Or, if you don’t want to run a full radio spot, you can simply run a radio tag, or radio billboard, which is a mention or sponsorship . For example: Sponsored by Fred’s Coop — your local Cenex® Premium Diesel Fuel distributor.
Radio billboards or sponsorships with at least one Cenex brand mention qualify for the Ad Share program, in which CHS will reimburse a portion of your cost, making radio a viable option for your marketing mix .
DIRECT MAIL
An alternative for communicating your message to a large audience at once is direct mail, a more personal way to reach your customers . It can take the form of a postcard, brochure, email — or virtually anything else you can send via traditional or electronic mail . It’s a great way to speak directly to those individuals you specifically want to reach . Through Cenex Shop, you can access these materials and build your own direct marketing campaign .
MULTIMEDIA ADVERTISING MADE SIMPLE
PRINT/RADIO/DIRECT MAIL / 2021 MEDIA SCHEDULE
CHS-placed advertising is designed to educate your prospects on the value of upgrading to Cenex® Premium Diesel Fuels for better performance on and off the road . Advertising and sales tools at Cenex Shop are designed to echo nationally-placed ads for consistent messaging, allowing you to maximize your marketing dollars . Advertising also builds awareness of Cenex products, conditions prospects for a follow-up sales call or directs them to a retail facility to make a purchase .
CENEX FLEET NATIONAL ADVERTISING SEPT. 2020 – AUG. 2021
CENEX AGRICULTURE NATIONAL ADVERTISING SEPT. 2020 – AUG. 2021
Plans may change as new opportunities arise — and schedules are subject to change without notice .
CENEX® NATIONAL & REGIONAL ADVERTISING
Print Publications
• C Magazine
Radio
• Adams on Agriculture
• Pandora
• Red Eye Radio Network
Online Advertising
• Fleetowner .com
• Red Eye Radio Network
• Shifting Gears blog
Print Publications
• C Magazine
Radio
• Ag Web
• Aginfo Network
• Brownfield Radio Network
• Kansas Farm & Ranch
• North Ag Network
• Radio Red River Farm Network
• Successful Farming Radio Network
Online Advertising
• Agriculture .com
• Agweb .com
• MachineryPete .com
24 CENEX SHOP
BUILD YOUR CAMPAIGN WITH CENEX SHOP
PROFESSIONAL-QUALITY MARKETING MATERIALS MADE SIMPLE
With Cenex Shop, you don’t need a graphic designer or ad agency to create effective, professional-quality marketing materials; the hard part has already been done for you . We’ve created an online resource where you can access a wide range of ready-made templates . With Cenex Shop, creating marketing materials couldn’t be easier .
Templates have been created for everything from pump toppers and signage to custom imprinted sales brochures and print ads . Designed to build awareness and increase demand for Cenex® products, Cenex advertising works to educate consumers on the benefits of choosing Cenex Premium Diesel Fuel products . A variety of sizes are available to fit your local media buy, and ads include space for your logo and a custom message, so you can direct customers specifically to you . Ads have been professionally designed and maintain approved Cenex branding and messaging . Please note that Cenex brands, logos and ads should not be re-created .
Contact us at [email protected] for questions or assistance .
THIS TIME, IT’S PERSONAL
Your business and marketplace are unique . That’s why the templates at Cenex Shop are designed to allow you to promote your products and image while leveraging the power of the Cenex brand . Cenex Shop makes it easy to personalize, edit and proof your materials in just minutes . It truly puts you in the driver’s seat . The following is a list of just some of the materials you’ll be able to create .
CENEX PRODUCTS:
• Cenex Roadmaster XL®
• Cenex® Ruby Fieldmaster®
• Cenex® Wintermaster®
• Seasonally Enhanced Premium Diesel products
• Cenex® Voyager® Fleet Card
MEDIA TEMPLATES:
• Pump Toppers
• In-Store Signs
• Print Ads
• Radio Ads and Scripts
• Web Banners
• Press Releases
• Newsletter Articles
Did you know? Your advertising could be eligible for up to 75% reimbursement!
25CENEX® AD SHARE
The Cenex® Ad Share Program is part of a continuing effort by CHS to help you grow your sales and profits . Ad Share is a reimbursement program, created to help Cenex Premium Diesel Fuel distributors and marketers with marketing expenses see greater results . The program covers up to 75% of your costs on approved local advertising and marketing efforts, including everything from running ads to improving the appearance of your bulk facilities . (For accounting purposes the fiscal year lasts from September 1 to August 31 .)
All Certified Premium Diesel Fuel distributors and marketers with a current Branded Petroleum Distributor Agreement or Branded Petroleum Marketer Agreement who meet brand image requirements for retail facilities and bulk distribution assets are eligible for the program . Access to funding for sites who do not meet brand image standards or training requirements will be held until the necessary action is completed .
STRETCH YOUR MARKETING DOLLARS WITH CENEX® AD SHARE
HOW IT WORKS
Using the Ad Share program is a simple three-step process:
1. Receive $.001 in Ad Share for every gallon of Cenex Premium Diesel fuel you sell. Cenex distributors and marketers earn Ad Share money for each gallon of Cenex Premium Diesel Fuel purchased from CHS during the previous fiscal year* (from September 1 to August 31), up to the maximum amount listed in Exhibit A-1/A-2 of the BPDA or BPMA . The accumulated earned funds are yours to use toward qualifying marketing expenditures that help promote yourself as well as the Cenex brand .
2. Purchase your marketing expenditures, as needed. Things that qualify for the Ad Share program include everything from print and radio ads, to brand image enhancements and product brochures . (See page 28 for a list of ineligible items .)
3. To receive your reimbursement, fill out the Ad Share Claim Form found in the Resources section of this guide and submit it electronically or by mail. Claim forms can be submitted at any time throughout the year, but must be received no later than September 30 for the previous fiscal year . (See the Resources section for more information about submitting claims .) Once a claim is approved, Ad Share funds will be dispersed in the form of a credit to the parent account . Funds cannot be reimbursed at the site level .
*Subject to the availability of annual funds .
26
THE FOLLOWING ITEMS ARE ELIGIBLE FOR UP TO 75% REIMBURSEMENT:
Cenex Total Protection Plan®
CHS-produced advertising for the Cenex Total Protection Plan® and Cenex® Ruby Fieldmaster® Premium Diesel Fuel qualifies; templates can be found online at cenexshop.com .
Cenex Premium Diesel Fuel Seminars
To defray the cost of meeting rooms, attendee gifts and refreshments, CHS will provide a stipend in the amount of $15 per guest when the following criteria are met:
• Meeting must be led by a Cenex Representative (CES, District Manager or Account Manager)
• 15 or more prospects and/or customers must be in attendance
• A photo of your event is required
• In addition, we’ll cover up to 75% of invitations, print advertising, signage and brochures when approved materials from Cenex Shop are used
Cenex Premium Diesel Fuel Product Advertising
Qualifying premium diesel marketing materials include templates for print, radio, direct mail, product brochures and more . Ad templates echo nationally-placed advertising by CHS, to ensure a clear, consistent consumer message and a premium brand with high value . Flexible templates can be customized with your dealer logo, and include:
• Cenex Roadmaster XL®
• Cenex® Ruby Fieldmaster®
• Cenex Winter Fuels
CENEX® AD SHARE
MAKING CENEX® AD SHARE WORK FOR YOU
As you plan your marketing for the year, Cenex® Ad Share is a great way to reduce your costs and get more bang from your budget . Here are some ways to use Ad Share funds to increase the impact of your marketing:
• Run a color ad instead of black and white
• Run a larger ad instead of a small one
• Run ads or radio spots more frequently
• Send additional mailings to remind customers of a special offer
For more information about the Ad Share Program or eligible expenses, contact your Cenex Representative or email [email protected] .
CENEX® AD SHARE
27CENEX® AD SHARE
Billboards
Billboards provide 24/7 exposure, making them especially effective advertising investments for convenience store marketers . With the right billboard, you can reach a large audience on a repeat basis . This increases your opportunity to gain new customers .
C-store marketers who post a new Cenex® billboard can receive a billboard rebate equal to 100% of your production and installation cost, whether you own or lease your board .
As an extra incentive, CHS offers robust rebate programs of up to 75% through the Ad Share Program to help supplement the ongoing costs and rental fees associated with outdoor advertising .
Billboard Benefits
• Reaches customers at the time of buying decisions
• Very low cost per impression
• 24/7 exposure
• Directs customers right to you
• High visibility — reaches a large, varied audience
Billboard Tips & Considerations
Location. High traffic areas or those near the exit to your store are ideal . The best locations may be more expensive, but they pay off by reaching a larger audience .
Illumination. With illumination, your signs will be visible day and night .
Visibility. If possible, personally inspect the billboard on-site before signing a contract . Even billboards in great locations can be obscured by branches and other barriers .
Cenex Premium Diesel Fuel Brand Image Enhancements and Maintenance
CHS helps ensure that the Cenex Premium Diesel Fuel brand image appears fresh and professional, with funding for maintenance and brand image upkeep . Certain brand image elements and the professional labor to install these elements qualify .
Cenex Roadmaster XL® Retail Image
Qualifying maintenance expenses include dispenser graphics, product panels, price sign modules for premium diesel fuel or Cenex Roadmaster XL®, pump toppers and hose talkers . All image-related items must be in compliance with current Cenex Retail Image Standards and be purchased through an approved vendor . Dispenser decals must be applied professionally . Photos of the completed project are required .
Cenex Premium Diesel Fuel Bulk Tanks and Rolling Stock
Qualifying maintenance expenses include paint and decals on Cenex Premium Diesel Fuel — identified bulk storage tanks and rolling stock . All image-related items must be in compliance with current Cenex Branded Distributor Standards and be purchased through an approved vendor . Work must be completed professionally . Truck maintenance and bodywork are not eligible . Photos of the completed project are required .
CENEX® AD SHARE
Cenex Premium Diesel branded apparel and merchandise on Cenex Shop is covered at 75% . Coverage on total claims not to exceed $1,000 per CHS fiscal year .
INELIGIBLE ITEMS FOR AD SHARE REIMBURSEMENT INCLUDE:
• Advertising that includes competitive brands
• Advertising where your station name or logo has replaced the Cenex® brand
• Cenex AFD/RFD advertising
• Cenex Lubricant or Propane advertising
• Cenex retail advertising (Please refer to the Cenex Retail Ad Share program)
• Coupon value
• Donations
• Energy Delivered Dialed-in (EDDi) Study
• Energy Distribution Solutions advertising
• Hometown Radio Network advertising
• Marketer newsletters, brochures, websites, flip books, etc .
• Mobile applications/social media marketing
• Non-Cenex premium diesel merchandise, caps and apparel
• Non-Cenex produced advertising
• Office supplies including business cards, envelopes, order forms, etc .
• Promotional supplies or gifts including, prizes, lotteries, gift cards and giveaways
• Uniform rental or cleaning
Invoices that are submitted directly from your business and not through a third party will require additional documentation and will be reviewed on an individual basis prior to reimbursement .
CENEX® AD SHARE
CENEX® AD SHARE28
FUEL RESTORATION & TANK CLEANING
CLAIM AND REBATE FORMS
BRAND LOGO GUIDELINES
SEMINAR PLANNING CHECKLIST
FREQUENTLY ASKED QUESTIONS
RESOURCES
29
Seneca Waste Solutions’ Fuel Restoration and Tank Cleaning process provides comprehensive and effective fuel quality solutions to ensure optimal product at all times .
Unlike other tank cleaning services, this market-leading technology sweeps the entire tank floor to remove free phase water from the tank . Only liquid waste (not fuel) is removed from the site . Seneca’s fuel restoration and tank cleaning service can be completed in just a day, reducing downtime and making for a quicker, more convenient solution .
Find out more information about fuel restoration and tank cleaning by contacting Justin Richmond at 515-350-8693.
FUEL RESTORATION & TANK CLEANING
FUEL RESTORATION & TANK CLEANING30
31AD SHARE CLAIM FORM
Submit claims electronically by emailing forms and supporting documents to [email protected], or mail to the address below. Download additional claim forms and view your Ad Share balance by clicking on My Accounts on the MyCHS homepage. Deadline for submitting claims is September 30, 2021.
CHS | ATTN: Ad Share | MS E572 | P .O . Box 64089 | St . Paul, MN 55164-0089
ITEM BEING CLAIMED REQUIRED DOCUMENTATION CLAIMED AMOUNTPrint Advertising (Cenex Shop templates only)
Paid invoice and original tear sheets$
Radio and TV Advertising (Ads and scripts sourced from Cenex Shop only)
Paid invoice and notarized affidavit of performance, including script $
Cenex Shop Items Cenex brand or product campaign materials —promotional items qualify for 75% reimbursement. Coverage on total claims to not exceed $1,000 per CHS fiscal year.
Cenex Shop order confirmation or invoice
$
Outdoor Billboards Paid invoices (A photo of your billboard or highway logo sign is required at least once per year)
$
Cenex Premium Diesel Fuel Brand Image Enhancements and Maintenance (from approved vendors)
Photo of completed project and copies of paid invoices $
TOTAL: $
2021 CENEX® PREMIUM DIESEL AD SHARE CLAIM FORM
Company name Account #
Address
City State ZIP
Submitted by (please print)
Phone Email
Manager’s Signature Date
32
2021 CENEX® PREMIUM DIESEL SEMINAR CLAIM FORM
CHS provides Ad Share funding, $15 per attendee, to help with costs of qualified, Cenex® Premium Diesel Fuel meetings . In order to qualify for reimbursement, meetings must meet the following requirements:
• The meeting must be led by a Cenex Representative (CES, District Manager or Account Manager), who presents the Cenex Premium Diesel Fuel customer presentation .
• A minimum of 15 prospects and/or customers must be in attendance .
• You must submit photos from your event .
Use the claim form below or download from MyCHS at chsinc.com . Click on the Premium Diesel page .
Submit claims electronically by emailing forms and supporting documents to [email protected], or mail to the address below. Download additional claim forms by clicking on My Accounts on the MyCHS homepage. Deadline for submitting claims is September 30, 2021.
CHS | ATTN: Ad Share – Premium Diesel Seminar | MS E572 | P .O . Box 64089 | St . Paul, MN 55164-0089
Name Account #
Address
City State ZIP
Submitted by (please print)
Phone Email
Manager’s Signature Date
ITEM BEING CLAIMED REQUIRED DOCUMENTATION CLAIMED AMOUNTCenex Shop Materials (Signage, direct mail)
Cenex Shop order confirmation or invoice$
Radio (Ads and scripts sourced from Cenex Shop only)
Paid invoice and notarized affidavit of performance, including script $
Attendee Stipend ($15 per guest)
A photo showing the number of attendees that are being claimed . Number of attendees: _____________________
$
TOTAL: $
SEMINAR CLAIM FORM
33
Submit claims electronically by emailing forms and supporting documents to [email protected], or mail to the address below. Download additional claim forms by clicking on My Accounts on the MyCHS homepage. Deadline for submitting claims is September 30, 2021.
CHS | ATTN: Billboard Rebate Offer | MS E572 | P .O . Box 64089 | St . Paul, MN 55164-0089
* A qualified billboard is a commercial billboard space located on a major highway or interstate . ** A qualified lease is a 12-month or longer lease through a professional billboard leasing company .
Rebates equal to the cost of the billboard production and installation, up to $1,000 per site, are available to retailers who meet eligibility requirements and have the billboard posted by August 31, 2021 . Actual rebates are based on production and installation costs and are contingent on approved artwork and program requirements . Signs posted on buildings, semitrailers, etc . are not eligible .
REQUIRED (MUST SELECT ONE OPTION BELOW):o New full billboard* with qualified** lease o New company-owned full billboard*
o Refreshed full billboard* with qualified** lease o Refreshed company-owned full billboard*
NEW ITEMS:o New half billboard* with qualified** lease (rebate will be pro-rated) Monthly Lease $
o New company-owned half billboard* (rebate will be pro-rated)
o Refreshed half billboard* with qualified** lease (rebate will be pro-rated) Monthly Lease $
o Refreshed company-owned half billboard* (rebate will be pro-rated)
REQUIRED:o Attach photo of new billboard o Attach copy of invoice
Product & Installation $
Manager’s Signature Date
Company name Account #
Address
City State ZIP
Submitted by (please print)
Phone Email
Store name
Address
City State ZIP
Billboard location Example: Hwy 123, Exit 105, or Hwy 123, East of Anytown
BILLBOARD REBATE FORM
2021 CENEX® BILLBOARD REBATE FORM
Cenex® and Cenex Premium Diesel Fuel products are trade-protected . Logomarks and names may only be used with permission of CHS and by Certified Branded Distributors, in accordance with the Branded Petroleum Distributor Agreement (BPDA) or Branded Petroleum Marketers Agreement (BPMA) and standards in this manual .
The registered trademark symbol (®) must appear in conjunction with logo marks (visually) and the first time the product names are used on each page or section of communication materials (in text) . The Cenex logomark must appear in conjunction with the product logo, unless the Cenex logo already appears elsewhere on the page . When used in copy, the Cenex name should always appear with Roadmaster, as in Cenex Roadmaster XL® . Ruby Fieldmaster® may stand alone if the first usage of Cenex has been applied .
• Cenex Roadmaster XL® is one trademark
• Cenex® Ruby Fieldmaster® are two separate trademarks
• Cenex® Wintermaster® are two separate trademarks
For B2, B5 and B10 blended fuels, the registration mark should be placed at the end of the B2, B5 or B10 descriptor . Additionally, the product name must be written in its entirety for each fuel .
CENEX® PREMIUM DIESEL FUEL BRAND LOGO GUIDELINES
EXAMPLES OF CENEX NAME AND PRODUCT NAME IN COPY
1. Cenex Roadmaster XL® has a complete additive package formulated expressly for the rugged demands of today’s high-powered engines .
2. Cenex® Ruby Fieldmaster® has a complete additive package formulated expressly for the rugged demands of today’s high-powered engines .
3. Cenex® Wintermaster® delivers the serious weather protection your diesel engines need, while optimizing power and performance .
4. Cenex® Ruby Fieldmaster® Seasonally Enhanced Premium Diesel Fuel is formulated for moderate climates and provides shoulder season flexibility .
5. Cenex Roadmaster B2®, Cenex Roadmaster B5® and Cenex Roadmaster B10® provide superior engine protection from a renewable, domestic source . (Incorrect: Cenex Roadmaster B2®, B5® and B10® provide . . .)
BRAND LOGO GUIDELINES34
35BRAND LOGO GUIDELINES
CENEX® PREMIUM DIESEL BRANDS
Cenex® Wintermaster B10®
WINTERIZED PREMIUM DIESEL FUEL
10
Cenex® Wintermaster® Cenex® Wintermaster B2® Cenex® Wintermaster B5®
WINTERIZED PREMIUM DIESEL FUEL WINTERIZED PREMIUM DIESEL FUEL WINTERIZED PREMIUM DIESEL FUEL
Cenex Roadmaster XL® Cenex Roadmaster B2® Cenex Roadmaster B5®
SEASONALLY ENHANCED HIGHWAY PREMIUM DIESEL FUEL
ENHANCED OFF-ROAD PREMIUM DIESEL FUELSEASONALLY
Cenex Roadmaster XL® Seasonally Enhanced
Cenex Roadmaster B10®
Cenex® Ruby Fieldmaster® Cenex® Ruby Fieldmaster B2® Cenex® Ruby Fieldmaster B5®
SEASONALLY ENHANCED HIGHWAY PREMIUM DIESEL FUEL
ENHANCED OFF-ROAD PREMIUM DIESEL FUELSEASONALLY
Cenex® Ruby Fieldmaster® Seasonally Enhanced
Cenex® Ruby Fieldmaster B10®
SEMINAR PLANNING CHECKLIST
FOUR TO SIX WEEKS PRIOR TO YOUR MEETING
Contact your Cenex® Representative (District Manager, Account Manager or Certified Energy Specialist) to set a meeting date .
Secure a meeting location which includes audio/ visual capabilities (screen, projector, etc .) .
Determine any other audio/visual needs with your Cenex Representative and make arrangements .
Make arrangements for an 8-foot banquet table, used for your display area — to display brochures, customer gifts, prize drawing box, etc .
Make refreshment arrangements (coffee and cookies, lunch, soft drinks, water, etc .) .
Internally communicate the objectives and plans for the meeting(s) and each employee’s responsibilities to ensure success .
Plan ahead to staff your event with knowledgeable sales representatives who may answer questions and talk with your customers .
Encourage employees to dress in consistent uniforms for the event, so customers can easily identify an employee for questions or to place an order . For example: Logoed polo or oxford shirts are comfortable and appear professional .
Order the Premium Diesel Seminar Kit at Cenex Shop — seminar kit includes all display materials necessary for the meeting .
Order customer gifts at Cenex Shop; make sure to have registration forms available to record the customer’s information .
Develop a communications and promotions plan to advertise your event . Work with your sales team to determine which customers and prospects should receive a special invite .
• Incorporate an article in your newsletter and website well in advance of your seminar date .
• Display the seminar poster within the lobby of the office and have extra invitations for customers and prospects that visit your office .
CHECKLIST TO ORGANIZE A SUCCESSFUL CENEX® PREMIUM DIESEL FUEL SEMINAR
TWO TO THREE WEEKS PRIOR TO YOUR MEETING
Place advertisements in local newspapers, local radio stations and on your website .
Send out invitations to key prospects .
TWO TO THREE DAYS PRIOR TO YOUR MEETING
Follow up on the invitations with phone calls to remind invited customers and to answer questions .
Compile a confirmed guest list .
Plan a display area, staffed with employees . This allows customers to converse with your team, ask questions, place an order, etc .
• Display areas may be as simple as a table, covered in a dark tablecloth with product information on top, or as elaborate as using your company trade show booth .
• Offer collateral items for customers to pick up, including Cenex® Premium Diesel Fuel product brochures, Cenex® Voyager® Fleet Card applications, etc . Display areas can also include the drawing box for door prizes you’re offering .
If serving food, confirm the number of attendees with the food service provider .
36
DAY OF MEETING
Prepare the meeting room based on the number of attendees .
Set up the display area: the 8-foot banquet table with the provided tablecloth; use the table to display product brochures, customer gifts, etc .
Set up and test the audio/visual equipment .
Conduct the meeting with your Cenex Representative . If necessary, initiate questions to increase audience participation .
Ask participants to fill out a registration form, collect the forms and draw for door prizes . Do not throw away the registration forms — they can be used to follow up and add to your mailing list .
MEETING FOLLOW-UP
Within one week, send a follow-up thank you postcard .
Within one week, make follow-up calls to:
• Thank the customer for attending .
• Solicit comments and answer any questions .
• Ask for their fuel order .
Submit your Cenex Ad Share claim . Remember to include:
• Attendance register, signed by your Cenex Representative .
• Photo of your event .
37SEMINAR PLANNING CHECKLIST
38
Q. THE FUEL PRESSURE IN TODAY’S ENGINES ARE RISING AND CREATING EXCESSIVE HEAT. IS THIS CAUSING ANY ADDITIONAL PROBLEMS I SHOULD BE AWARE OF?
A: Using a straight #2 diesel, carbonaceous coking or soot deposits begin forming at the tip of the injector causing an uneven spray pattern of fuel . Internal diesel injector deposits (IDID) occur internally in the injector body and its components . IDID are more defined deposits known to be of a soap or metal carboxylate . IDID has the tendency to foul the injector by causing the internal components to stick which can lead to poor engine performance, expensive repairs and downtime . The additive package in Cenex® Premium Diesel Fuels is designed to address and correct these issues .
Q: THERE SEEMS TO BE AN INCREASE IN THE NUMBER OF PROBLEMS WITH THE EXHAUST AFTERTREATMENT SYSTEM. HOW DO CENEX PREMIUM DIESEL FUELS HELP ADDRESS THESE ISSUES?
A: Exhaust Gas Recirculation (EGR) and Selective Catalytic Reduction (SCR) systems are very dependent on the most optimized combustion within the cylinder . The better the combustion, the less diesel particulate matter and NOx enter the exhaust . Three additives within Cenex Premium Diesel Fuels work together to achieve better combustion that results in less harmful emissions that may enter the exhaust aftertreatments . These three additives are injection stabilizer, detergents and cetane improver . The injection stabilizer helps to prevent IDID within the injectors and stabilizes the fuel under extreme heat . Aggressive detergents clean the entire fuel system, leading to a better spray pattern . The cetane improver helps with the combustibility and ignition of the fuel once it enters the cylinder .
Q: HAS THIS ENHANCED ADDITIVE BEEN TESTED? WHAT WERE THE RESULTS?
A: CHS conducted over 14,000 hours of extensive field testing with the enhanced additive package in Cenex Premium Diesel Fuel . The real-world testing in the toughest conditions took place in three states and featured six producers — from spring planting through fall harvest including the harsh demand of commercial feedlot operations . All testing was successful and resulted in zero injector fouling issues .
Q: IS THE CUMMINS L10 INJECTOR CLEANLINESS TEST STILL VALID FOR CENEX® PREMIUM DIESEL FUEL?
A: No, the Cummings L10 injector test is no longer a valid testing method in terms of a fuel’s detergency capability . A more comprehensive testing method for IDID includes the DW10 and XUD-9 method . For example, the DW10 engine test directly measures engine power, a function of the level of injector cleanliness . The importance of the testing is that it specifically measures the rate of the fuel’s ability to effectively prevent and remove the buildup of carbonaceous deposits . Cenex Premium Diesel Fuels pass both the DW10 and XUD-9 engine tests .
FREQUENTLY ASKED QUESTIONS
FREQUENTLY ASKED QUESTIONS
39FREQUENTLY ASKED QUESTIONS
Q: WHAT REALLY MAKES CENEX® PREMIUM DIESEL FUELS BETTER THAN OTHER FUELS?
A: Cenex® Premium Diesel Fuels start with a high-quality base fuel; they’re enhanced with a terminally-injected, balanced additive package specially formulated for the rugged demands of diesel-powered engines . Cenex Premium Diesel Fuels are continually tested in the lab and in the field to ensure they’re the best diesel fuels on the market . Plus, they are backed with over 50 years of experience in the industry . We’re so confident in our premium diesel fuel that Cenex® Ruby Fieldmaster® is backed by the best warranty in the industry — the Cenex Total Protection Plan .®
Q: WHAT IS CHS DOING TO COMMUNICATE ABOUT CENEX PREMIUM DIESEL FUELS?
A: CHS has a comprehensive plan in place through trade publications, radio advertising, direct mail and more . Specific emphasis is focused on key customer groups: agricultural producers and commercial/fleet users .
Q: WHAT’S THE BEST WAY TO COMMUNICATE TO MY CUSTOMERS?
A: A variety of tools are available to help you communicate to current users, to help convert #2 users to a premium, and to garner new business, too . Visit cenexshop.com for a full assortment of radio ads, radio scripts, newsletter articles, print templates and more! In addition, the CHS Refined Fuels Business Development Managers are available to assist you in converting fleet business over to Cenex Premium Diesel Fuel .
Q: WHAT DO THE CHS REFINED FUELS BUSINESS DEVELOPMENT MANAGERS DO AND HOW CAN I WORK WITH THEM?
A: The Business Development Managers assist in capturing commercial/fleet business and converting them to Cenex Premium Diesel Fuels . While working directly with the Certified Energy Specialist (CES), Energy Sales Specialist (ESS) or the Energy Manager, they are trained on all issues associated with today's diesel fuel and more importantly what features and benefits Cenex Premium Diesel Fuel offers . If you are interested in working with a Business Development Manager, please email us at [email protected] .
Q: DOES MY ADVERTISING QUALIFY FOR REIMBURSEMENT FROM CHS?
A: Yes . Qualified advertising using approved materials is eligible for the Cenex Premium Diesel Ad Share program . Talk with your Cenex Representative for details or look in the Ad Share section of this guide starting on page 25 . Approved advertising materials can be customized at Cenex Shop, cenexshop.com .
Q: WHERE CAN I FIND SALES MATERIALS?
A: A variety of ready-to-use sales materials can be found at Cenex Shop, cenexshop.com . For additional product information, visit cenex.com .
© 2020 CHS Inc. Cenex® is a registered trademark of CHS Inc.