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Merchandising Guide Direction Commercialisation Marché des particuliers Fédération des caisses Desjardins du Québec November 2007

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Merchandising GuideDirection CommercialisationMarché des particuliersFédération des caisses Desjardins du Québec

November 2007

Desjardins merchandising guide

Direction Commercialisation /VP Marketing et développement- Marché des particuliersiers2

Table of contents

Objective page 4

General principles section page 5Strategic activity page 6First impression page 7Balance page 8Material in English page 9Intellectual property page 10

Display section page 11Campaigns page 12Distribution page 13Displays page 14Height of displays page 15Triple display, different visual page 16Triple display, same visual page 17Dual display, different visual page 18Dual display, same visual page 19Display Don'ts page 20Brochures pages 21 et 22

Display section by area page 23Division of areas page 24Example of areas at the caisse/branch page 25Front page 26Windows seen from outside page 27Entrance pages 28, 29Entrance doors: Business hours signage pages 30, 31, 32, 33Automated tellers pages 34, 35, 36, 37, 38Welcome area page 39Counter services page 40Advisory services page 41Asset management page 42Waiting area page 43, 44Digital displays page 45, 46

Desjardins merchandising guide

Direction Commercialisation /VP Marketing et développement- Marché des particuliersiers3

Table of contents (cont.)

Merchandising lead section pages 47, 48Role page 49, 50, 51

For information page 52

Desjardins merchandising guide

Direction Commercialisation /VP Marketing et développement- Marché des particuliersiers4

Purpose

To inform you about merchandising management.

To describe the rules of material display and placement in caisses/branches.

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General Principles

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A strategic activity

An extension of mass communication,

merchandising further informs consumers and motivates them to act.

It should:be part of the Fédération's marketing planmeet the caisse/branch's business objectives

The material used complies with Desjardins' advertising platform.

Desjardins merchandising guide

Direction Commercialisation /VP Marketing et développement- Marché des particuliersiers7

It's the first impression that counts!

The layout of the material plays a key role. It must reflect the brand's attributes:

CompetenceProfessionalismExpertise

Avoid homemade set up…

Desjardins merchandising guide

Direction Commercialisation /VP Marketing et développement- Marché des particuliersiers8

Balance

For the best results, material should be repeated.

However, avoid excess so that the main message is easily understood.

Desjardins merchandising guide

Direction Commercialisation /VP Marketing et développement- Marché des particuliersiers9

Material in English

In Québec, the Charter of the French Language requires a ratio of 2 to 1, regardless of the support (material, sound or electronic).

French must occupy twice as much space as English.

In a bilingual display, French characters must be twice as large as English characters.

Even when there is no legal requirement, this practice extends to caisses in Ontario, which serve francophone clients.

Desjardins merchandising guide

Direction Commercialisation /VP Marketing et développement- Marché des particuliersiers10

Intellectual property

Royalty and copyright fees are negotiated for each piece for a specific use and duration.

The caisse/branch must destroy material for which rights have not been renewed or it risks fees that vary between $500 and $5,000.

See the Expired Material section of the purchase order.

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Display

Desjardins merchandising guide

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Three campaigns

A maximum of three campaigns may run at any one time:PrimarySecondaryBlitz

A blitz takes place over a period of four to eight weeks.

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Distribution

The percentage of visibility is as follows:

Primary campaign: 50%(windows seen from outside – automated tellers –advisory services, including separate waiting room)

Secondary campaign: 35%(interior window surfaces, interior walls, waiting room, advisors' offices)

blitz: 15%(counter services, sign holder on automated tellers)

On entering, members see the priority campaign and on leaving, the secondary campaign.

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Displays

Posters are available in French and English.

Their size (20 x 30 inches) is well suited to sign holders as well as light boxes and backlit light boxes.

Sign holders must be used at all times as they reinforce the image of professionalism.

Use of reusable adhesives or any other adhesive material is prohibited.

30"

20"

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The right height

Place displays in high-traffic areas, at eye level.

For a display which is 30 inches in height, the centre and top of the display should be 60 and 75 inches from the ground, respectively.

The height must be uniform throughout the caisse/branch.

75"

60"

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Trio of sign holders

Combination of three posters in the same campaign: two with an imageand the third with text, in the centre

Example:

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Trio of sign holders

Three identical posters

Example:

Repetition helps emphasize the message and motivates members to act.

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Sign holder duo

Combination display of image and text

Example:

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Sign holder duo

Two identical posters

Example:

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Display Don'ts:

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Brochure

Closed, they measure 3 ⅝ x 8 ½ inches.

It is recommended that they besorted by family of products (each with its own colour), to make it easy for members to locate them in the display stand.

8 ½"

3 ⅝"

Family of products

Colour code

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Brochures

The colour code can be found at www.desjardins.com/identite.

Display stands, of reduced size, should especially contain brochures on products being advertised in current campaigns.

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Display by Area

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Division

Obtain a plan of the caisse/branch from the building manager to identify areas and make your job easier.

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Example

6 Entrance

7 Welcome Area

8 Waiting area –

Individuals and Asset Management services

9 Advisors' offices

5 Waiting area

3-4 Counter services

2 Tellers

1 Windows

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Front

Banners and streamers, if authorized by municipal regulation, must comply with Desjardins' platform and campaigns.

Text is brief and must be large enough to be read from a distance.

Limit the number so their effect is not diminished.

Remove them within 12 weeks at the most; after this, their effect is diminished.

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Windows seen from the outside

These are display windows: they can attract passers-by, members and non-members, to the current campaign underway.

Use displays produced or recommended by the Marketing Communications Department.

Use them together to maximize the visual effect.

Be sure to rotate them according to the merchandising schedule.

Do not display signs, letters or stickers that go against the platform: for example, the word RRSP in red, colour of the National Bank…

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Entrance

It is important to use a glass bulletin board that is locked to display community notices and to assign responsibility for this to a caisse/branch employee, who will remove expired messages each month.

To keep the area clear, no more than two magazine stands should be displayed.

Give priority to publications from Desjardins and its business partners (real estate brokers, automobile dealers).

Keep the premises clean.

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Entrance

If the entrance has two sets of doors, do not put up signs or display stands with brochures, which would impede traffic.

The area at the main doors must not be needlessly filled.

However, the Marketing Communications Department may suggest putting stickers there to advertise an extended schedule during the RRSP period or to remind members of the deadline for contributing, for example.

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Entrance – Doors – Guidelines for business hour signage

To promote caisse/branch accessibility, operating hours should be posted on its doors.

Opt for a sticker, sign holder or display stand depending on the layout of the caisse/branch and the frequency of possible changes. The choice of support reinforces the caisse/branch's image of professionalism.

Affix the sticker or other support to the caisse/branch front door without blocking the glass walls.

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Entrance – Doors – Business hours signage

Place the sticker or other support at eye level, with its centre 60 inches from the ground.

60"

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Entrance – Doors – Business hours signage

Use the following templates (7 in. x 16 in.):

Counter services only Advisory Services or combined Advisory Services and Asset Management (if same as business hours)

Counter Services, Advisory Services and Asset Management Services

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Entrance - Doors – Business hours signage

For a fee, you may customize the templates displaying business hours. For this service, please contact the MultiComm Services Department’s Multimedia andGraphic Creation and Communication team at 418-835-8444 or 1-866-835-8444, ext. 7447.

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ATMs

Automated tellers, whether they are located in the caisse/branch or off-site, must display the standard signage at all times, with logos of Desjardins Online Solutions and the Interac, PLUS, Cirrus and VISA networks.

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ATMs

Reserved exclusively for displaying the brand and networks, the lighted slot does not feature any advertising.

Display Don’t

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ATMs

No dangler or adhesives.

A sign holder is provided for publicity or information on a new ATM feature, for example. It measures 7 x 13 in. (7 x 9 in. on old models).

Sign holder7"

x 13"

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ATMs

According to security standards:

“The area in front of the automated teller which is accessible to members must be well lit and visible from a pedestrian path or from the street, or at least visible to an employee working in the automated teller environment.”

“Windows must not be obstructed by opaque items such as advertising displays, luminous boxes or other displays.”

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ATMs

If the walls near the automated tellers are fitted with sign holders, they are used for the priority campaign.

Off-site displays must also follow the merchandising schedule.

A stand displaying brochures from primary and secondary campaigns is appropriate in this area.

Avoid sign holders and digital displays above the automated tellers.

Do not use a cube with displays or a pyramid of leaflets, which are often too large…

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Welcome area

It is preferable not to display anything in this area, where the quality of human relations is crucial.

To encourage contact with members, keep a few brochures on popular topics in your drawers (user fees for services, savings, mortgage plan).

Keep the New Member’s Guide handy. You may need it!

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Counter services

This area is ideal during blitzes and peak sales periods (e.g. RRSP time, cards).

Oversized items (such as a 3-D cardboard tower with easel base) and items hanging from the ceiling block members' view and are a safety hazard: these are prohibited!

Members waiting in line should have access to holders featuring a small quantity of brochures, which display content of current campaigns.

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Advisory Services

This area must convey professionalism.

In the advisor's office:

The work area is clean and free of documents other than those necessary to the offer.

Degrees and certificates are framed in good taste.

A small amount of material to be handed out is kept in drawers.

No promotional object or accessory is visible.

Use of a sign holder for purposes of the secondary campaign is recommended.

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Asset Management

The environment is evidence of the quality and expertise of financial planners.

The material is aimed at major holders: Asset Management, Private Management, DS, Desjardins Funds, Versatile Line of Credit.

Brochures and other hand outs, which are often costly, are stored in drawers.

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Waiting areas

Showcase Desjardins publications that are directed at members:Mes finances-Ma caisseDesjardins EntreprisesPartenaires

The Revue Desjardins is mainly directed at officers and managers. It is not recommended to make it available.

Display business magazines as well as national and local newspapers.

Add trade publications or those geared towards ethnic communities, depending on your clientèle.

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Waiting areas

In the brochure holders on the table, place small quantities of three leaflets related to the current campaigns.

Ideally, use the wall display stands.

If the area contains display holders, use them for the primary campaign (advising) or the secondary campaign (current and appropriate).

The choice of material will differ in the Asset Management area.

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Direction Commercialisation /VP Marketing et développement- Marché des particuliersiers45

Digital displays

Install them where members need to wait: Advisory Services, Asset Management, ATMs

They must fit into the caisse/branch's architecture and respect the design.

Avoid screens that are too large or small in the ATM area.

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Clips

A package of clips that includes variations on major advertising campaigns of the Fédération and its subsidiaries is available from the Fédération's Graphic Services Centre.

The Graphic Services Centre can also produce custom clips depending on the caisse/branch's requirements.

These documents comply with advertising standards, copyright and usage rights.

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Merchandising Lead

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Lead

It is very important that the caisse/branch designate a merchandising person, who will set up the material.

If it an outside supplier is needed, they must comply with the existing policies and guidelines.

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Role

The lead

Presents the Guide to service centre managers and colleagues

Becomes familiar with:Annual marketing communications planMonthly merchandising schedule

Ensures that principles and standards of display are respected

Monitors merchandising in service centres

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Role

Receives the electronic purchase order and submits it to the department committee or campaign head

Selects items to be ordered

Sends the order

Takes delivery of and if applicable, verifies delivery in order to forward the material to service centres

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Role

Arranges the items in the appropriate holders and replaces them as required

Controls the quality of the external supplier's work in terms of standards and principles, where appropriate

Regularly verifies the material and each of the holders

Ensures that advisors have enough material

Applies the instructions of the Fédération and its subsidiaries and destroys expired material each month

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Contact us

For questions on:

Merchandising, please contact the Marketing Communications Department (Consumer Market)

Lynne Michaud 1 800 423-3276, ext. 3595 Martine Pigeon 1 866 835-8444, ext. 3656

Safety or layout, please contact a real estate advisor at your Regional Executive Division