Plato Woodwork CO-OP ADVERTISING

Program Guidelines - 2018

CO-OP ADVERTISING PROGRAM GUIDELINES ________________________________________________________________________

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Table of Contents

Program Overview ................................................................................................ 3

Program Details .................................................................................................... 3

Authorized Media Categories

Print Advertising ......................................................................................... 4

Radio & Television ..................................................................................... 4

Social Media Advertising ............................................................................ 4

Outdoor Advertising ................................................................................... 5

Vehicle Decals & Truck Wraps .................................................................. 5

Trade Show / Home Show, etc .................................................................. 5

Wearables & Promotional Items ................................................................ 5

Training Events .......................................................................................... 5

Sales Aids, Literature, etc .......................................................................... 5

Showroom Displays ................................................................................... 5

Co-Op Statements ................................................................................................ 6

Amendments or Terminations............................................................................... 6

Claims Exceeding Available Funds ...................................................................... 6

Unauthorized Deductions ..................................................................................... 6

Exclusions ............................................................................................................ 6

CO-OP ADVERTISING PROGRAM GUIDELINES ________________________________________________________________________

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PROGRAM OVERVIEW

Plato Woodwork supports our dealers’ promotional activities with our EXP & Cooperative

(Co-Op) Advertising Program. Plato accrues funds to be used by the dealer to directly

promote Plato Woodwork in a dealer’s market area. Our goal is to increase awareness of

Plato Woodwork’s brand and products by consumers, builders, remodelers, designers and

architects. The program is administered through Plato Woodwork, Inc. All claims for co-op

reimbursement must be submitted to Plato Woodwork, Inc. and meet the following

guidelines in order to be eligible for reimbursement.

Program Details

1. Plato Woodwork will accrue funds at the rate of 2% of a dealer’s net purchases (purchases less freight and any discounts). Display orders and other discounted orders will not accrue co-op funds.

2. Program is based on a rolling year which begins on July 1st and ends June 30th the following year.

3. Accrued funds are available for use for 12 months from time of accrual.

4. Please submit claims within 90 days of the date of media invoice. This will assist us in managing the program more effectively and you receive any eligible credits in a timely manner.

5. Any funds not used within 12 months will expire and are no longer available for dealer use.

6. Funds may be used to reimburse up to 50% of the net billing of qualified Plato Woodwork advertising and promotional opportunities as outlined in the program guidelines.

7. To receive co-op funds for your advertising or promotional activities, you will need to submit the following:

a. Claim Form

b. Documentation of the advertising (tear sheets, copy of magazine ad, radio/TV script, affidavits of performance, photos of home show booth, etc.)

c. Copy of the invoice for verification of the advertising or promotional event

d. Proof of payment (copy of check or credit card statement)

8. Claims are reviewed monthly and credits are issued to your account on all properly documented or previously approved requests at month end

9. Funds will not be credited in advance of any advertising or promotional expenditures

10. DO NOT deduct co-op program payments prior to receiving a credit on account. This practice is in violation of FTC (Fair Trade Commission) guidelines for advertising allowance. Charge backs will be issued.

Advertisements must comply with all federal, state and local laws, regulations, rules and orders governing the form or content. No reimbursement will be made on advertisements or promotions which may reflect negatively on Plato Woodwork, or could be interpreted as immoral, deceptive, scandalous or feature insupportable claims.

CO-OP ADVERTISING PROGRAM GUIDELINES ________________________________________________________________________

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AUTHORIZED MEDIA CATEGORIES

Print Advertising (Newspapers, Magazine, Shoppers, Yellow Page, etc.)

Reimbursement is made based on space used for Plato Woodwork products only and must prominently feature proper Plato Woodwork logo(s) in addition to approved photography.

Reimbursement is made at the rate of 50% of net media costs, less any discounts or rebates (any production or design fees are excluded). Provide original tear sheet showing publication date on sheet, or clear photocopy of same.

Reimbursement will be prorated if listing includes any non-competing products (appliances, tile, flooring, etc.). No reimbursement will be made for advertisements including any directly competing product(s).

Direct Mail

Direct mail, door hangers, circulars, newspaper inserts and similar material qualify for 50% reimbursement of mailer/promotional piece. Postage and production design fees are excluded.

Reimbursement will be prorated based on listing of non-competing products. Plato Woodwork will not make any reimbursement from co-op if direct mail piece contains competitive products.

Must provide copy of paid invoice showing total print costs separate from other non-reimbursable costs and postal receipt(s) if applicable.

Radio and Television

Plato Woodwork supports commercials on radio and television at the rate of 50% of net station time cost for portion of ad directly in support of Plato Woodwork. Only 30 and 60 second spot commercials qualify for reimbursement.

Plato Woodwork’s name must be mentioned at least twice in a 30 second commercial and 4 times during a 60 second commercial to qualify for co-op reimbursement. Reimbursement will be prorated based on the number of products or product categories mentioned in the broadcast. No reimbursement will be allowed if broadcast is shared with competing products.

Submit invoice from station along with station log or script. Agency or broker fees, production charges, talent fees, or any other charges outside the net station time cost does not qualify for co-op reimbursement.

No reimbursement will be made for commercials which run from midnight to 5:00 a.m. Social Media Advertising

Plato Woodwork supports the following types of advertising through social media. The program does not cover SEO (search engine optimization).

Google Ads, Facebook Ads, must promote Plato Woodwork directly by inclusion of logo of approximately the same size of dealers’ logo or identification and include Plato Woodwork product photos and images. Use of Plato product photography alone will not qualify for reimbursement. Submit screenshot of ad and Google Analytics for time period of ad.

Houzz Pro+ agreements may qualify for co-op and must be presented for review and prior approval. Since this is a general type of promotion and not technically specific to Plato Woodwork, the reimbursement amount will be pro-rated dependent on all other cabinet lines carried by the dealership, just as we would had they appeared in any other type of print, radio or television promotion. Submit a copy of monthly credit card statement to document billing.

o Houzz Photography and Collaboration Credits – Only the dealer’s original photography featuring Plato Woodwork qualifies and must list Plato Woodwork correctly in the description and the photo tagged as well. In addition, we appreciate being identified as “collaborators” on your Plato Woodwork projects. This allows us to share your project photos on our site, if we choose, and they are tagged with your dealership name automatically.

Submit screenshot of banner or ad and website URL or keyword listing, along with invoice showing cost, run dates, click-throughs and number of impressions with proof of payment.

Dealers taking part in internet activities must adhere to the standards herein and, if the nature of the activity(ies) is not specifically covered by the standards, the spirit of this document applies.

CO-OP ADVERTISING PROGRAM GUIDELINES ________________________________________________________________________

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Outdoor Advertising

Billboard rental costs for traditional or digital billboards, lighted outdoor signs, showroom canopies, banners or yard signs, or other pre-approved outdoor signboards or signage.

Must contain current Plato Woodwork logo and any use of Plato Woodwork photography must be preapproved.

Submit copy of invoice and clear color photo of signage or photocopy of approved artwork. Vehicle Decals & Truck Wraps

Vehicle decals and truck wraps are eligible for reimbursement with the use of preapproved Plato Woodwork photography and current logo. Submit copy of invoice and photo of vehicle featuring decals or wrap. Design fees are not covered.

Trade Show / Home Show Booth Expense / Promotional Events

Cost of booth (floor) rental for the promotion of Plato Woodwork at Trade Shows/Home Shows is eligible for co-op reimbursement if current materials and signage are used.

All Promotional Events and venues must be pre-approved to be considered for reimbursement.

Submit copy of invoice for booth space rental and photo(s) showing entire booth. Reimbursement is pro-rated dependent on other products included in your booth.

Wearables & Promotional Items

Wearables and promotional items may qualify for co-op reimbursement if purchased through our website “promo store” or through our authorized vendor, Quality Resource Group, and must contain a proper Plato Woodwork logo.

Size and location of Plato Woodwork logo must be comparable to dealer logo if used. Our vendor can inform you of pre-approved logo usage locations, or provide us with a proof for pre-approval.

Submit copy of invoice and photo of item for reimbursement. Shipping costs are not reimbursable. Training

Transportation cost to attend a Plato Sponsored Training Event at our facility in Plato, MN is reimbursable.

Submit a copy of your airline ticket invoice or documented mileage if you drive to a Plato training event. Submit your claim after attendance and training session is complete.

Claim may be denied if attendee does not complete all segments of the session to the trainers’ satisfaction. Sales Aids

Color chips, door samples, literature and other sales aids are not eligible for co-op credit. Plato Woodwork offers these items to dealers at a net cost equivalent to the “after co-op” cost. This leaves dealers with more funds for other marketing and promotional efforts.

Showroom Displays

Showroom displays are not eligible for co-op credit. Contact your local Plato sales representative for information.

CO-OP ADVERTISING PROGRAM GUIDELINES ________________________________________________________________________

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Co-Op Statements

Statements are available of the previous month’s activity on your co-op account through your area representative or upon request. The statement will include the beginning balance, claims paid and ending balance on your account. The statement will also show when funds may expire. Funds must be used within 12 months of accrual. Any funds not used within 12 months of their accrual are no longer available for use.

Amendments or Terminations

Plato Woodwork, Inc. reserves the right to amend, terminate or cancel this Co-Op Program at any time upon a 30 day written notice.

Claims Exceeding Available Funds

Reimbursement cannot exceed earned funds at any time. Partial reimbursement may be made up to available Co-Op Program funds.

Unauthorized Deductions

Unauthorized deductions by the dealer of the requested reimbursement amount are strictly prohibited and may be in direct violation of guidelines issued by the Federal Trade Commission (FTC).

* Plato Woodwork reserves the right to withhold co-op allowances on overdue accounts. Program Exclusions

Any promotional activity or advertisement which includes competitive products

Alcohol

Consulting Expenses

Entertainment Events, Concerts and events held in non-business venues

Normal Business Operating Expenses

Political Activities

Postage, Shipping and Labor Costs

SEO

Supplies (envelopes, labels, printer ink cartridges, etc.)

Personal Expenses