service & support inspire & succ reenergize & revitalizetoday & tomo today & tomorrow inspire & succeed collaboration & pa collaboration & partnershipreenergize & re dityou&& us& growth & potential entives rewards branding & retailing incentives & rewards inspire & succeed incentive service & support growt today & tomorrow tools programs Freedom & flexibility operated Reimbursements incentives reenergize reenergize & revitalize & &rewards incentives cceed Branding retailing growth potential service & support incentives & rewards Products & service you usinspire & & day & tomorrow P.O.P & promotions izes collaboration & partnership Fleet & loyalty you&& usservice & support branding & retailing growth & potential incentives rewards & rewards potential incentives & rewards Business building & market share branding & today & tomorrow incentives & rewards tools programs & reenergize & revitalize growth & p you & savings competition strengths Locally owned & i ts & packages & support inspir incentives & rewards ort service today & tomorrow reenergize rev collaboration & partnership hare & service & support inspire & succ reenergize & revitalizetoday & tomo today & tomorrow inspire & succeed collaboration & pa collaboration & partnershipreenergize & re dityou&& us& growth & potential entives rewards branding & retailing CITGO YOU incentives & rewards incentive inspire & succeed service & support growt today & tomorrow tools programs Freedom & flexibility operated Reimbursements incentives reenergize Branding& retailing reenergize & revitalize incentives growth &rewards potential cceed & support service Products & service you usinspire & incentives & rewards & day & tomorrow P.O.P & promotions izes collaboration & partnership Fleet & loyalty you&& usservice & support branding & retailing growth & potential incentives rewards &rewards potential incentives & rewards Business building & market share branding & today & tomorrow incentives & rewards tools programs &incentives & rewards & i reenergize & revitalize growth & p you & savings competition strengths Locally owned ts & packages ort service hare & support inspir today & tomorrow reenergize rev collaboration & partnership & ampersand (am’per-sand’) n. a punctuation mark (&) used to represent a conjunction (and) I n grammar, a conjunction is a part of speech that connects two words, p h r a s e s or cl auses together. Specifica lly, a n d (&) is a co o rd in a tin g co n ju n ction , wh i c h j oi ns tw o i tem s of equal syn ta ctic imp o rta n ce . I t only makes sense that the ampersand (&) become a beacon for 2 0 0 9 a n d beyond, joining our most important customer—YOU—with a marketing m i x f u l l of programs and incentives guaranteed to meet your every business ne e d . 1 BRANDING you Re-Image 2010 1 CITGO Image Impact Initiative (III) 2 I N Th I s secTI oN 1 Financial Incentive Programs 4 Facility Appearance & Technology (FAT) Fund 6 Competitive Allowance Program 11 The CITGO AMERISTORE® 11 Sales Aids 13 CITGO Fast Lube Program 14 brandInG & YOU If you don’t look good, we don’t look good. And we work hard every day to provide you with a cohesive mix of business-building programs and incentives that will add value to your business. Coupled with our quality products and top-notch customer service, the CItgo brand enables you to defend your market share in today’s turbulent marketing environment. this year’s branding program lineup features enhancements and tools that will help build your bottom line! & Re-image 2010 is under way. A design firm has been selected and concepts are in development. A field team of Marketers has been assembled to provide input on prototypes that will be unveiled in 2009. & new for 2009, the 2009 Quarterly growth Incentive Program provides quarterly incentive payments up to 1.5 cents- per-gallon on all incremental gallons of gasoline purchased over the amount purchased during the same quarter of last year. & the CItgo Image Value Program has received a name change and new program logistics. the new CItgo Image Impact & Initiative (III) includes two annual mystery shop inspections and a mid-year location attribute survey, a 24-question inspection survey and rewards for All Retailer owners/managers each time they receive “gold Certification.” Additionally, the program is combined with three waves of PoP at a reduced cost of $175. & now, even more brand-building items are eligible for 100 percent facility Appearance and technology fund (fAtf) reimbursement, including CItgo-branded trash receptacles, restroom cleaning supplies (from approved vendor), CItgo Cash Back (formerly CItgo BounceBack®) PoP kits, PCI dSS compliance software/upgrades, the Credit Card greeter program offered through Citi and location-level community involvement programs. & the CItgo welcome kit now includes lanyards, name tags and register toppers. & the CItgo Cash Back (formerly CItgo BounceBack) Program PoP has been redesigned and is available at 100 percent reimbursement under the fAt fund. It’s all about being there for you at every turn. we’re confident that the toolkit and its enhancements will inspire you to new business heights! brandInG & YOU : RE-IMAGE 2010 1 Section 1 Re-Image 2010 Perhaps the most important of all 2009 branding initiatives won’t come to fruition until 2010 when CITGO launches the next evolution of its brand image. In today’s volatile and fiercely competitive environment, putting forth an inviting, contemporary and fresh image is fundamental to moving aggressively into the future. This new CITGO image will reflect the CITGO brand personality, while appealing to diverse key target segments. It also will be affordable and user- friendly, in terms of installation, and easily adaptable from the current image package. The selected design firm, combined with a team of CITGO professionals, is developing new image prototypes that will be unveiled in 2009. Additionally, a field team of Marketers from each region has been assembled to provide input and feedback. Re-Image 2010 Timeline 2009 2010 ACTIVITY Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Development of New Image Design Prototype New Image Begin New Image Roll-out 2 Section 1 brandInG & YOU : CITGO IMAGE IMPACT InITIATIvE (III) CITGO IMAGE IMPACT While we’ve changed most of InITIATIvE (III) the mechanics The “eyes” have it when surrounding the it comes to the new Mystery Shop/POP mystery shop program. Formerly known Program— ranking as the CITGO Image Value Program, III system, two annual focuses on seeing each CITGO location mystery shops, through the customers’ eyes. rather 24-question survey than focusing on external issues that with very specific affect every business (i.e., the economy, targeted and industry trends and competition), it shifts weighted questions, the priority to issues that can potentially a mid-year location be controlled such as brand image attribute survey*, maintenance, cleanliness and customer the ability for ALL service. “Gold” Retailer owners/managers service bays, etc. For more information on the Retail to earn rewards—the basic premise behind the location store Web pages see Section 3, page 8. program remains the same. Your Retailers and their employees will receive instant recognition POP Waves for a job well-done, and you will incur no costs for locations scoring “Gold” on all mystery shops. The first POP wave is a triple threat. It celebrates Additionally, there will be three POP waves and local entrepreneurship while reminding your annual cost has been reduced to $175. customers that all CITGO locations are locally owned and operated. It also features our It is important to improve performance and meet long-term focus on doing good works in the customer expectations in today’s competitive communities where we operate (Heating Oil environment as it is tied directly to the basic Program, Energy Efficiency Lighting Program survival of your business and the CITGO brand, and CITGO Supplier Diversity Initiative) and and we are committed to helping you succeed. providing help, hope and healing to Jerry’s Kids We’ve re-tooled this branding program to allow and the MDA. Finally, it includes new signage *The mid-year location attribute survey will support for more recognition to those Retailers that surrounding the new CITGO Fleet rebate program the new Retailer location store Web pages. The data go above and beyond the gold standard while for Business cardholders. gathered from the survey will be used to automatically providing an accurate representation of each update store attributes for retail consumers such as The second and third POP waves will feature store’s brand image through an enhanced survey. hours of operation, car wash availability, number of various CITGO credit card promotions. brandInG & YOU : CITGO IMAGE IMPACT InITIATIvE (III) Section 1 3 Go for the Gold and reap the rewards Section 1: Exterior Facilities 70 Points 48% Section 2: Interior Facilities 31 Points 21% The Rewards Section 3: POP and Merchandising 8 Points 5% The CITGO III inspires your Retailers to step up their image Section 4: Customer Service 38 Points 26% efforts and rewards the Retailer and their associates TOTAL POInTS 147 Points 100% immediately when they do. Below is a percentage breakdown on scoring. It’s easy! Simple things such as a clean store, attention to brand image and 87 – 100% Gold great customer service can put you over the top during your mystery shops. Personnel present and on-duty during a “Gold” Mystery Shop will receive 86 – 75% Bronze instant recognition and rewards, including a $20 CITGO Gift Card and a “Gold 74% or below needs Improvement Certified” certificate to proudly display. Additionally, we have replaced the Platinum Club with a more inclusive III Assistance reward system. Rather than providing a chance to be entered into a grand-prize and runner-up drawing, ALL Retailer owners/managers will be Once again, our mystery shop partner RitterAssociates is offering classes rewarded with a 15,000-point-value gift card ($75 value) each time they at a discounted price to you and your Retailers to assist in enhancing your achieve “Gold” status. This 15,000-point credit will allow them to purchase street image, customer service and cleanliness. Classes will be 100 percent a variety of great items found online (www.awardlink.com/imageimpact) reimbursable through your FAT Fund! that range from sporting goods and personal electronics to kitchen Classes include: appliances and jewelry. With two inspections annually, Retailer owners/ managers can earn a total of 30,000 points ($150 value) and can choose to • Image Improvement spend their rewards all at once or as they are received. • Mystery Shopping and How to Improve Your Stores Most important, your customers will be rewarded with great customer • Recruiting and Hiring service. And they’ll be sure to return the favor with their loyalty and repeat business! • Leadership • Delivering Superior Customer Satisfaction The Survey • Cashier Excellence We’ve also made it easier for you to reap the benefits of your hard work with • Loss Control an enhanced survey that ensures an accurate representation of each store’s • Conducting Specific Loss Investigations true brand image. Additionally, RitterAssociates operates a CITGO III Hotline for you and Divided into four sections, this year’s survey includes 24 questions. Each your Retailers to call with any questions or issues regarding the inspection section focuses on a specific aspect of brand image and each question is process. Contact Mary Links at 1-877-284-9785, or e-mail attributed a point value from 1 to 10. firstname.lastname@example.org. 4 Section 1 brandInG & YOU : FInAnCIAL InCEnTIvE PROGRAMS Financial Incentive Programs 2009 First Quarter 2008 First Quarter Payout Volume Volume 2009 Quarterly Growth (500,000 x 1.0 cpg) Incentive Program 5,500,000 gallons 5,000,000 gallons = $5,000 The 2009 Quarterly Growth Incentive Program is a special Payouts will be made via check within 45 days of the end of each quarter. growth incentive for 2009 that Maximum payout per Marketer is $250,000 per year provides quarterly incentive payments up to 1.5 cents-per-gallon on all incremental invoiced gallons of branded gasoline purchased over the Program Requirements and Eligibility amount purchased during the same quarter last All Marketers are eligible to receive payout if: year. • Account is in good standing. About the Program • Branded gasoline purchases meet the minimum of 90 percent of the monthly quantity of gasoline Marketers will receive quarterly incentive listed in the current Marketer Franchise Agreement. payments at the following rates: • There is not an amendment or addendum to the Marketer Franchise Agreement that prohibits this specific program. Gallons Cents-Per-Gallon Per Quarter Payout (CPG) • Calculations are based on invoiced gallons of branded gasoline that are purchased in each calendar Less than 100,000 0 quarter and the payment rate is determined by comparing calendar quarter purchases in 2009 versus the same quarter in 2008. 100,000 - 300,000 0.5 300,001 - 450,000 0.75 • Volume must have been purchased in the same calendar quarter of 2008 to qualify for a same quarter 450,001 - 600,000 1.00 payment in 2009. 600,001 - 750,000 1.25 • Payment is NOT based on the total annual volume purchased by the customer. Payment is made to 750,001+ 1.50 qualifying Marketers for incremental gallons only. • Volumes do not roll over from one calendar quarter to the next. Each calendar quarter is stand-alone. • Volume increases that result from the transfer of a location’s volume from one CITGO Marketer Franchise Agreement to a new or existing CITGO Marketer Franchise Agreement are excluded from the calculation. • CITGO has the discretion to change or eliminate the program at any time. CITGO’s intention is that any notice of change to the program would become effective no sooner than the start of the next quarter. brandInG & YOU : FInAnCIAL InCEnTIvE PROGRAMS Section 1 5 Projected Location Sign-On Brand Installation Program Volume (GPM) Bonus CITGO will pay brand installation costs (up 60,000 - 99,999 $15,000 to a maximum of $25,000 per location), for 100,000 - 149,999 $20,000 new-to-CITGO locations with gasoline volume at or above 60,000 gallons per month. 150,000+ $25,000 Gallons Per Month Installation • Payments are distributed once qualifying (GPM) Cost locations complete branding and are set to “C” 60,000 - 149,999 $20,000 Status in CITGO Marketnet. 150,000+ $25,000 • Payments will be made via check CITGO Grow Bucks approximately 10 business days from the day In order to qualify, you must have Region Money may not grow on trees, but growth does the location achieves “C” status. Manager approval with completion and payment have its rewards. And so, in the spirit of sowing prior to year’s end. continued growth and business success, we’re pleased to continue the CITGO Grow Bucks Program in 2009. Just sign on new business and receive a signing bonus. The more locations you sign, the more Grow Bucks you receive. Criteria • Open to qualifying, new-to-CITGO, branded locations only. • Locations must meet the projected volume levels and be “Approved for Branding” (“A” Status) on CITGO Marketnet®. Payment • Payments are based on projected location volume per the above tier structure. 6 Section 1 brandInG & YOU : FACILITY APPEARAnCE & TECHnOLOGY (FAT) FUnD Under-Canopy Ceiling Lighting (50 percent) (Preferred vendors – Whiteway and LSI) In addition to the current menu of 100 percent • Interior Illuminated Canopy Fascia Lighting Facility Appearance & reimbursable programs, your (50 percent) Technology (FAT) Fund 2009 FAT Fund has been (Preferred vendor – Sharpline) enhanced to include total reimbursement for The CITGO Facility Appearance & Technology • Illuminated CITGO Canopy Letter box (100 the following: (FAT) Fund pads both your business plan and your percent) pocket. By paying up to 100 percent––but never • CITGO-branded trash receptacles The illuminated CITGO canopy letter box is less than 50 percent––of approved purchases • Restroom cleaning supplies from CITGO- included in the standard branding package ranging from loyalty programs and advertising approved vendor for all new-to-CITGO locations (no minimum expenses to uniforms and signage, your volume necessary). Additionally, letter boxes marketing dollar is stretched twice as far! • CITGO Cash Back (formerly BounceBack) purchased for existing locations are eligible for POP Kits The 2009 budgets are based on 20 points of 100 percent reimbursement. your estimated 2009 invoiced gasoline volume. • PCI DSS compliance software/upgrades Signage This year’s Fund represents a 50/50 sharing of • Citi-Credit Card Greeter Program some expenses and 100 percent reimbursement The following signage is eligible for for others. Budgets are established in January, • Location-level community involvement reimbursement: reviewed in July and adjusted to reflect actual programs • Electronic LEd Price Signs (100 percent) year-to-date invoiced gasoline volume. (Preferred vendors – Federal To receive funds, you must submit claims for Heath Sign Co., PWM eligible expenses through CITGO Marketnet. Electronic Signs, Inc.) All 2009 FAT Fund claims must be submitted with Claim minimums are $500 or twice the fund The electronic LED price signs the appropriate back-up materials by nov. 30, 2009. allowance balance, whichever is less. FAT are included in the standard Fund-eligible expenses require specific supporting Facility appearance branding package for documentation to be submitted to your CITGO new-to-CITGO locations that Region Brand Manager, (See CITGO Contacts Your 2009 FAT Fund coverage includes: dispense 60,000 gallons or more per month. in Section 4, beginning on page 7) in addition Canopy Lighting to the online claim. Supporting documentation • Electronic LEd Message boards includes, but is not limited to, itemized invoices Lighting materials listed below are eligible for (50 percent) and photos. See CITGO Marketnet for detailed reimbursement if you use a CITGO-preferred (Preferred vendors – Federal Heath Sign Co., documentation requirements for each covered vendor. Installation costs for area lighting and PWM Electronic Signs, Inc.) activity. All claims submitted must include the other types of facility lighting don’t qualify. • Pump Topper Price Signs (50 percent) eight-digit CITGO location number. • Exterior Canopy Fascia Lighting and (Available only in the Northeast region.) brandInG & YOU : FACILITY APPEARAnCE & TECHnOLOGY (FAT) FUnD Section 1 7 • Pole-Mounted Pump numbers (100 percent) • decal Graphics You may choose materials for a complete CITGO AMERISTORE Retrofit––store front or side, Pole-mounted pump numbers are included • Illuminated only––to meet your location’s specific needs. in the standard branding package for CITGO Canopy The CITGO AMERISTORE Retrofit handbook new-to-CITGO locations. Additionally, numbers Letter box explains the parts that are available, purchase purchased for existing CITGO locations are • Pole-Mounted Pump costs and installation cost examples. Only eligible for 100 percent reimbursement. numbers (Provided by Mountain Commercial Graphics AMERISTORE Reimbursement is available only for numbers Mountain Commercial retrofit materials are covered by the FAT Fund. provided by Mountain Commercial Graphics. Graphics) Installation costs are not covered. • Highway Logo Signs (50 percent) • Painting – Building, Canopy Poles, Island CITGO will Curbs and Guard Poles Interior Graphics Design (50 percent) provide mainline • Pump Toppers and ramp signs The Interior Graphics Design package is eligible at no cost to • radius Canopy Corners for reimbursement and provides both stock and you once you custom destination-specific areas. Purchase apply to and through Mountain Commercial Graphics to are approved ID/Price Sign Lighting Maintenance ensure reimbursement. Installation costs are not by your state (100 percent) covered. Department of Transportation. Once installed, CITGO will The FAT Fund helps you keep your signs well-lit refund 50 percent of the sign installation and and visible with replacement lamps and ballasts. Uniforms and Nametags (100 percent) 50 percent of your annual fee. We cover all CITGO-logo uniform and/or nametag CITGO AMERISTORE Plans and Retrofitting purchases at 100 percent when pre-approved by (50 percent) your Region Brand Manager. However, no other Installation Costs for Branding Materials – brand logos may appear on either. New and Existing CITGO Locations You are eligible for reimbursement when (100 percent) you purchase any of the standard CITGO CITGO locations are eligible for reimbursement on AMERISTORE plans. Standard plan purchases CITGO-Branded Trash the installation of the following CITGO-supplied come with three sets of state-sealed blueprints Receptacles (100 percent) branding materials. and a Builder’s Specifications handbook. CITGO branded trash receptacles • Signs The FAT Fund covers only standard plans. Any are now available at 100 percent modifications will be at your own expense, but reimbursement. • MPd Cladding Kits (including upgrades) at a reduced CITGO-negotiated rate through McCreary & Associates. • Sign Faces 8 Section 1 brandInG & YOU : FACILITY APPEARAnCE & TECHnOLOGY (FAT) FUnD Restroom Cleaning Service credit cards (i.e., • High-Speed data Communications and Restroom Cleaning CITGO Plus and Citi® (50 percent) Supplies (100 percent) Platinum Select® CITGO non-recurring expenses associated with Mastercard®) at grand Restroom cleaning services vSAT, RFID, or other available technologies openings and special and supplies are available compatible with CITGO POS are available for events. The program is for reimbursement when you use Swisher or reimbursement. designed to target new Cintas Sanis Hygiene Services. However, other customers and create In-Store POS (100 percent) nationally or regionally known hygiene services brand loyalty by offering will be accepted if Swisher or Cintas Sanis is POS workstations available for reimbursement competitive interest unavailable in your area. include: rates and incentives. For more information, please • VeriFone Topaz/Sapphire contact Becky Hilton at III Mystery Shops (50 percent) • VeriFone ruby (with/without Sapphire site 1-800-423-8434, ext. 4778. controller) If you choose to go beyond the two CITGO- required mystery shops, you must use Ritter • Gilbarco Passport Associates for FAT Fund reimbursement. Facility Technology • Fiscal CITGO gives you the freedom to reach your • Pinnacle Palm potential with technology that streamlines your Driveway Asphalt Sealing (50 percent) operations, saving you time and money. A wide Also eligible for reimbursement are software Seal all paved areas at 50 percent array of point-of-sale (POS) and training materials application upgrades, scanning hardware, reimbursement. and programs are eligible for coverage. contactless smart card readers, PIn pad acquisition, replacement and re-encryption, • Computers (50 percent) financial service kiosks and certified peripheral Grand Openings (50 percent) Computer reimbursement is eligible specifically interfaces. for the utilization of back-office software at CITGO covers pre-approved Grand Opening retail locations. activities. Contact your Region Marketing POS Software Upgrades Program Manager for details. • data Management (50 percent) (100 percent) CITGO reimburses back-office packages, CITGO provides FAT Fund including Ruby Manager, UST monitoring or Citi Credit Card Greeter Program reimbursement for the other fuel management systems. General (100 percent) most-current versions only. productivity software such as Microsoft Word, Additionally, all PCI DSS compliance software Citi will provide a trained greeter Excel and Access is not included. and upgrades are available at 100 percent. to sign up customers for new CITGO proprietary brandInG & YOU : FACILITY APPEARAnCE & TECHnOLOGY (FAT) FUnD Section 1 9 Dispensers with Card Readers (100 percent) advertising – Major Media assistance • The CITGO logo must be reproduced according (50 percent) to the graphics specifications available via Wayne, Gilbarco or Bennett MPDs with card CITGO Marketnet>> Retail Advertising>>Logo readers are eligible for FAT Fund reimbursement. Guidelines. • The CITGO logo must be shown a minimum of Pump Island POS (50 percent) five seconds in television commercials. CITGO provides FAT Fund reimbursement on the • The CITGO name must be mentioned at least following pump island POS, including: twice in broadcast advertising (Tv and radio). • dispenser and stand-alone card readers, • Advertisements featuring competitive • contactless smart card readers, petroleum products (gasoline or lubricants) are not available for reimbursement. • debit card security modifications, • CITGO reserves the right to disqualify • enhanced dispenser displays, submitted ad materials with unsuitable or • externally mounted POS advertising display objectionable content or graphics, including, screens and weatherproof speakers (excluding but not limited to, tobacco and alcohol. security surveillance systems), • dispenser bar code scanners, Reimbursement Process • cash acceptors, and All 2009 FAT Fund claims must be submitted to CITGO advertisements for approved media (Tv, your Region Brand Manager by nov. 30, 2009. • card systems for unattended fueling. radio, newspaper, magazine, billboard and direct All claims must include the appropriate support mail) are eligible for FAT Fund reimbursement. materials listed below. Training • TV – For CITGO pre-produced commercials, you Advertisement Criteria must submit the Tv station invoice along with a not only does CITGO offer FAT Fund To expedite the approval process, you must notarized affidavit of performance (scheduled air reimbursement on computer-based training (50 adhere to the following criteria: times) reflecting the CITGO spot number (ISCI) percent), we now offer full reimbursement on found on the label of your disk or tape. If the CITGO/CBC Learning Center Retailer Training • The CITGO logo must be prominently commercial is a custom spot prepared by you and RitterAssociates Customer Service Seminars displayed––a minimum of approximately and pre-approved by CITGO, you must provide (100 percent). Courses and vendors must be 4 percent of the ad’s total area, but never the Tv station invoice along with a notarized pre-approved by CITGO Region Brand Managers. smaller than ¾” x ¾”. affidavit of performance and script or disk/tape. All 2009 FAT Fund claims, including the eight-digit CITGO location number, must be submitted with the appropriate support materials to Region Brand Managers by nov. 30, 2009. 10 Section 1 brandInG & YOU : FACILITY APPEARAnCE & TECHnOLOGY (FAT) FUnD • radio – For CITGO pre-produced commercials, Loyalty Programs (100 percent) CITGO Cash Back (formerly you must submit the radio station invoice BounceBack) POP Kit We cover non-recurring expenses associated with (100 percent) along with a notarized affidavit of performance the implementation of a CITGO-approved loyalty (scheduled air times) reflecting the CITGO spot 40964_pumptopper 11/18/08 11:00 AM Page 1 program. Consumer prizes, discounts and other number. If the commercial is a custom spot awards are not eligible for reimbursement. prepared by you and pre-approved by CITGO, GET CASH on every gallon! BACK you must provide the radio station invoice CITGO Preferred vendors that qualify for FAT Fund along with a notarized affidavit of performance reimbursement include: and script. • MetroSplash When you use your CITGO Gift Card or CITGO Business Card. CITGO makes • newspaper/Magazine – Whether it’s CITGO 972-966-3235 it easy to get a rebate every time you refuel. Using your CITGO card is the smart choice for instant savings. pre-produced or custom-produced by you and www.metrosplash.com pre-approved by CITGO, you must provide the • Outsite networks THERE AT EVERY TURN. Only at participating locations. Promotion can be discontinued without notice. Discount amount subject to change. Fuel discount valid only when purchase does not exceed existing CITGO Gift Card value. Discount on CITGO Business Cards will not be reflected on your monthly report. invoice and tear sheet reflecting the date of 40964 Citgo Cash Back PUMPTOPPER 19.75”x12” publication. 713-853-3000 POP materials ordered through CITGO for www.outsitenetworks.com participation in the CashBack Program are • direct Mail – Whether it’s CITGO • SmartEcho reimbursed at 100 percent through the FAT Fund. pre-produced or custom-produced by you and pre-approved by CITGO, you must provide 701-258-2248 a sample piece along with the invoice/ www.smartecho.com CITGO Cold Air Balloon Program production costs and a receipt from the post • ValueCentric Marketing Group (50 percent) office detailing the number of pieces mailed 607-584-5109 and total cost. www.vcmg.net CITGO will split the cost with you on • billboards/Highway Signs – Whether it’s all cold air balloon CITGO pre-produced or custom-produced by purchases or rentals. you and pre-approved by CITGO, you must provide a photograph of the billboard along with the invoice and copy of the rental contract with each FAT Fund claim. Invoices for highway signs must specify the CITGO location. If not, a photograph of the highway sign must All 2009 FAT Fund claims must be submitted accompany your claim. with the appropriate support materials to Region Brand Managers by nov. 30, 2009. Your Marketing Support Contact (See Section 4, page 9.) must pre-approve all advertising materials not prepared by CITGO. brandInG & YOU : COMPETITIvE ALLOWAnCE & THE CITGO AMERISTORE Section 1 11 Competitive Allowance Program Our competitive allowance program is both fair and flexible, providing you the freedom to successfully run your business while offering a helping hand when you need it. The allowance is formulated on a specific case-by-case basis and is based on our mutual agreement after factoring in the various economic components and the competitive environment at each location. Competitive allowances are terminal-specific and require prior approval from CITGO. To be eligible for a competitive allowance, each location must be branded to CITGO image specifications as outlined in the current Image Standards and Installation Guidelines. The CITGO AMERISTORE The CITGO AMERISTORE is among the most reasonably priced branding programs in the Proven Market Appeal Remodel Your Store Economically industry. With its totally modular design The CITGO AMERISTORE design is the result Upgrading using the CITGO AMERISTORE Retrofit and custom color graphics, it can be applied of extensive research and testing done by a components will enhance your image on virtually affordably and with minimum effort compared world-class retail graphics design firm. The CITGO any size and shape of store. Order your retrofit to virtually any retail situation. Whether it’s a Interior Graphics Design Package provides color materials directly from our preferred vendor grand-scale, 8,500-square-foot flagship location graphics identifying every key convenience store partner, Mountain Commercial Graphics (Section or a modest neighborhood store, the CITGO sales category, with custom graphics available 4, page 7). AMERISTORE has a design plan for you! for different needs. 12 Section 1 brandInG & YOU : THE CITGO AMERISTORE CITGO Interior Graphics Design Package CITGO AMERISTORE Ordering Information: All graphics are constructed using highly durable styrene-covered foam Plans: core and printed with Uv-resistant inks, which will provide years of service. McCreary & associates The design package can be used at CITGO AMERISTORE locations or at any Robert Guess of your existing CITGO-branded locations. Standard icons and materials 918-749-2231 apply, but customized materials can be developed by our preferred vendor, email@example.com Mountain Commercial Graphics, to help differentiate you from your Retrofit Kits and Interior Graphics: competition. Mountain Commercial Graphics Jonathan Coronado 1-800-950-4923 firstname.lastname@example.org brandInG & YOU : SALES AIDS Section 1 13 Sales Aids CITGO Welcome Kit From professional uniforms This versatile marketing mix of sales aids lends for your employees to special itself to a variety of business models, so feel free programs and novelties for your to select only those that work best for you. customers, our Welcome Kit allows you to say “Hello!” to the neighborhood in style. They’ll remember your hospitality and return the favor with repeat business. The 2009 Welcome Kit includes: • Acrylic Take One Dispenser • CINTAS Catalog • CITGO Buying Group Brochure • CITGO Lanyards and Name Badges (6 each) • CITGO Payment Card Guide and Regulations Retailer Solicitation Impact Program Manual • Learning Center Coupon Once you’ve made your initial sales call, the • Credit Card Applications – Citi® Platinum • Manual Credit Card Envelopes (1pkg. of 25) Retailer Solicitation Impact Program kicks in to Select® CITGO MasterCard® (1pkg. of 50) • Pens help your retail prospect remember CITGO in a fun and friendly way. The more-than-just-a-post- • Credit Card Applications – CITGO Business • Register Toppers card mailings feature items that are unique and (1pkg. of 25) • Retailer Smarts desirable, guaranteed to keep the benefits of the • Credit Card Applications – CITGO Plus CITGO brand at the forefront of your prospects’ (1pkg. of 50) • Retailer Welcome Brochure minds. What’s more, the program is FREE for all • Credit Card Applications – Commercial • The Truth About CITGO Pamphlet participating Marketers! (1pkg. of 25) • Uniform Redemption Certificate (Start out • Credit Card Invoice Kit (8pkgs. invoices and looking good with a $200 credit for CInTAS 2pkgs. transmittals) uniforms!) • 1-800-GO-CITGO Tear Pads (4 pads of 25) 14 Section 1 brandInG & YOU : CITGO FAST LUBE PROGRAM CITGO Fast Lube Program Adding a CITGO Fast Lube allows you to quickly capitalize on a new and highly profitable revenue stream. Four Great reasons to Make CITGO Fast Lube a Part of Your business Strategy: 1. Enjoy a franchise-quality program without the associated costs. 2. Boost your reliable revenue stream. 3. Increase your customer loyalty. 4. The program is easy to implement and comes complete with proprietary management and operations training. For more details about the CITGO Fast Lube, contact your Territory Sales Manager.