Supplier Guidelines - Countdown

progressive.co.nz

Supplier Guidelines - Countdown

supplier guidelines

June 2009

www.onecarddirect.co.nz

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Supplier Guidelines – June 2009

Background ..................................................................................................................... 1

Direct Mail Content......................................................................................................... 2

Supplier Direct Mail Campaign Envelope................................................................. 3

Supplier Direct Mail Campaign................................................................................... 4

Direct Mail Coupons and Bonus Point Offers........................................................... 5

Print Requirements............................................................................................................ 6

00 12345678 00

Sam Sample

Font and Colours............................................................................................................. 7

Onecard Image and Onecard Indicator................................................................... 8

Onecard Logo.................................................................................................................. 9

Email Content ................................................................................................................10

Email Banners................................................................................................................. 11

Email Vouchers ..............................................................................................................12

In-store Promotions.........................................................................................................13

Online Banners..............................................................................................................14

Mailer Tags.....................................................................................................................15

Mailer Tags Continued................................................................................................16

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1. Background

Supplier Guidelines – June 2009

Background

Customers who shop in Countdown, Woolworths and Foodtown can choose

to be a part of the Onecard programme, which aims to give regular customers

bigger savings and better rewards for shopping with us.

The immediate benefit is that customers have access to 1,500 Onecard

specials in-store (this number varies depending on the store). They also earn

1 Onecard Reward point for every whole $10 they spend. Three times a

year (at the end of January, June and September) we mail Rewards packs

including cash vouchers and Bonus point offers. Customers who have opted

in to receive additional communications also receive more targeted exclusive

cardholder product offers.

Over 800,000 Onecards are used in any month, and account for over 80%

of sales. With such a high penetration of transactions and sales, the customer

profile of a ‘typical’ Onecard customer is virtually the same as the customer

profile for the Countdown, Woolworths and Foodtown brands.

The Onecard programme allows us to understand more about our customers:

who they are, what they purchase, when and where they like to shop, and

then use this information to provide a better service.

Customer out-take

They understand me and my needs.

Tone of copy

Friendly, informal.

00 12345678 00

Sam Sample

Brand values:

• relevant

• personalised

• fun

• informative

• useful

• rewarding

• best value

• friendly

• unbiased (about supplier

brands/products)

• dynamic

For more information about Onecard – please visit: www.onecarddirect.co.nz

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2. Direct Mail Content

Supplier Guidelines – June 2009

Content

• All supplier offers must be the best in market.

• All supplier mailings must be clearly branded as Onecard.

• The supplier brand can be used as the principal in artwork, however

ensure the Onecard branding is incorporated into artwork and copy so the

customer is aware that it has come from Onecard.

• Bridget Lamont, for Onecard is the signatory (never the supplier).

• Outer must always include a tagline. This should be a teaser to the offer/

savings or product. Always consider the target market and avoid the outer

coming across as an advertisement.

• Ensure that letter copy is personalised and doesn’t sound like an

advertisement. Through the Onecard database, we understand our

customers purchase behaviour and can therefore talk to them in a relevant

and personal way.

• Both outer & inside creative must include “Exclusive Onecard Offer” text

and the Onecard card imagery. This is to be on the same panel as the

address panel, and the same panel as the letter copy. It must always be

placed at the top.

Letter Copy Panel

EXCLUSIVE ONECARD OFFER

• Outer creative must also include:

• Tone and manner – should be friendly and familiar as a valued Onecard

customer, however incorporate the fun of the supplier brand/product.

• No endorsements or assurances. Instead, please use

“Onecard together with X…” or “The experts at X…” or similar.

• Letters must always be dated.

• Salutation:

– Dear (default)

– Dear (where above is not possible)

– Dear customer (where above is not possible)

New Zealand Permit

No. 100302

– NZ Permit Post Symbol & No 100302.

– Return address details: If undelivered please return to

Progressive Enterprises,

Private Bag 93306

Otahuhu, Manukau 1640

• Name & address panel that the mailhouse can laser on.

• All communications should contain the Onecard privacy statement below the

signatory of the letter as follows:

This offer has been sent to you by Onecard. In accordance with the Privacy Act 1993, your name and

address have not been provided to .

If you no longer wish to receive promotional offers from Onecard or would like to update your address

details please contact Onecard Customer Services by phoning 0800 40 40 40 (Mon-Fri 8am-10pm,

Sat/Sun 8.30am-5pm) or email onecard@progressive.co.nz.

• The recommended paper stock is laser compatible 170gsm G-Print or

Novatech Satin.

• For DM lasered pieces, the required stock weight must be laser compatible.

– Plastic wrapped letter: 170 gsm G-Print or Novatech Satin

– Letter (inserted into envelope): 130gsm G-Print or Novatech Satin

– Postcard: 200gsm to 250gsm G-Print or Novatech Satin

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3. Supplier Direct Mail Campaign Envelope

Supplier Guidelines – June 2009

Reverse Window Envelope

More sizzling

Select treats

for you inside.

VP1

If undelivered please return to Progressive Enterprises,

Private Bag 93306, Otahuhu, Manukau 1640.

New Zealand

Permit No.100302

Exclusive

Onecard Offer

If undelivered please return to Progressive Enterprises,

Private Bag 93306, Otahuhu, Manukau 1640.

New Zealand

Permit No.100302

Exclusive Onecard Offer

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4. Supplier Direct Mail Campaign

Supplier Guidelines – June 2009

A suggested format for your DM campaign is an A4 letterhead with coupons, roll folded to

DL as per the example below. Ensure that the coupons are the first thing the customer sees

when they open the Direct Mail pack. This is mandatory on all mailings.

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5. Direct Mail Coupons and Bonus point offers

Supplier Guidelines – June 2009

Coupon Front to include:

• Offer and Product (also any exclusions).

• Valid date.

• Limit one per customer.

• See reverse for terms & conditions.

• Customer Name and Number.

• Onecard indicator image preferable (minimum of 25mm across),

otherwise logo on blue strip (PMS 301) or white.

• All coupons must be perforated.

Product and Offer

accordance with the Privacy Act 1993.

Valid until date

Customers name and

Onecard number

The Onecard Indicator image

Coupon Reverse to include:

1 To the retailer: please process as a Manufacturer’s Coupon.

2 Allow space for Barcode. Minimum space is 45mm and must have

5mm clear around all sides.

3 The Barcode number is organised by Onecard and contains the customer

number and segment. Also coupon number if more than one offered.

The customer number must not have any gaps in between digits.

4 The barcode should be in “3 of 9” font and no smaller than size 10 font.

5 Foodtown, Woolworths and Countdown logos must be on the reverse of all

coupons.

6 Terms & Conditions:

Terms and conditions: Valid until on presentation of this voucher and your Onecard. This offer is only available against

. This voucher can be used at any Foodtown, Woolworths or Countdown supermarket as part payment for the

product shown on the reverse. Only one voucher can be used against this product for the unit specified. The voucher cannot

be redeemed for cash or on an already discounted product. This offer is subject to availability. This voucher is not redeemable

at Woolworths Quickstop or Micro stores, Woolworths online or Foodtown online. Onecard respects your privacy and acts in

Select Infused Oils 250ml

Chilli, Garlic, Rosemary

& Oregano and Sundried

Tomato & Basil

3

Onecard

Bonus points

The Onecard logo at

minimum size of 25mm

Coupon reverse

Terms and conditions

Futura T Light 6 point

8 point leading

Barcode and barcode number

Bonus points icon

minimum size of 13mm

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6. Print Requirements

Supplier Guidelines – June 2009

Here is a list of print specifications that has been prepared by our mailhouse

to help you produce direct mail that they can work with:

• Spot sealing is necessary to seal the ink in the paper for imagery. Areas of

100% ink coverage should be sealed, as indicated on right. This ensures

that the stock is dry and doesn’t ruin expensive mailhouse machinery. It also

provides a better looking finish for images.

• Always allow at least 5% overs in each print run when supplying stock

to the mailhouse to cover sign-offs, AB Samples and damaged stock.

• Perforations should be rolled to ensure that the stock doesn’t bow, so that

stock arrives flat at the mailhouse.

• 12 TPI is recommended, or a microperf, which is flat.

• Ink should be high-speed laser compatible to cope with temperatures over

400 o F.

• Any background area to be lasered on should be no more than a15%

screen of colour, and preferably it should be white.

• Stock must be supplied flat to the mailhouse i.e. not folded

• Pre-creasing stock allows for a better finish, but note that the mailhouse

is unable to laser on a crease.

• SRA3 is the largest size the mailhouse can process.

• All creative formats should be checked by the mailhouse prior to printing.

• If you choose to use an A4 double-sided creative mail piece please

use the format shown at right.

Images spot sealed

All images and Blue band

all spot sealed

All lasered text

All Brand logos to be

spot sealed

Blue spot sealed

All lasered text

Background a 15% screen

All lasered text

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7. Font and Colours

Supplier Guidelines – June 2009

Fonts

• The font family for Onecard is Futura T.

• All the weights in this family can be used, with the most common being Light

and Bold.

• For body copy use Futura T Light. Size ranging between 8pt –13pt, with

minimum leading 2pts larger than font size.

(eg for 8pt, minimum 10pt leading).

• For subheadings use Futura T Light or Futura T Bold in a larger size than

body copy.

• Onecard cannot be italic.

• Onecard can be bolded.

Onecard

Onecard

• For the Onecard Privacy Statement use no smaller than Futura light

(6.5pt with 8pt leading)

Colours

Onecard Blue

PMS 301

100% cyan 45% magenta

18% Black

#005295

0,155,82

Creative

• Use real, appealing images.

Bonus points Yellow

PMS 109

10% magenta 100% yellow

#ffdd00

255,221,0

• Provide a compelling reason to experience the exclusive offer.

Futura T Light

abcdefghijklmonpqrstuvwxyz

abcdefghijklmonpqrstuvwxyz

Futura T Bold

abcdefghijklmonpqrstuvwxyz

abcdefghijklmonpqrstuvwxyz

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8. Onecard Image and Onecard Indicator

Supplier Guidelines – June 2009

• The Onecard image or the Onecard Indicator must be used at least

once in every communication piece.

Onecard image

• Use the Onecard image or the Onecard Indicator in preference to the

logo wherever possible.

• The minimum printable size for the Onecard image is 85mm across

(the actual size of the card). Always use the Onecard Indicator if the

final printed image will be smaller than this.

• The minimum printable size for the Onecard Indicator is 35mm across.

(25mm on vouchers)

• Apply a 0.5pt white keyline around card image when used on solid

colours (not necessary on light tints or white backgrounds).

00 12345678 00

Sam Sample

minimum size is 85 x 54mm (actual physical size of card).

Onecard indicator

minimum size is 35mm

25mm on vouchers

Do not place either image on a background that is

too busy.

Either image should always be scaled

proportionately.

A subtle drop shadow 50% Black. Either image can be used with a rotation of 7°.

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9. Onecard Logo

Supplier Guidelines – June 2009

Onecard Logo

• The graphic size is set slightly higher than the height of the

surrounding type.

• The minimum size for the Onecard logo is 25mm across

(20mm on vouchers).

• The logo should only be used on a white background, or the reverse

version on a Onecard blue or Onecard card graphic background.

• The logo should always be scaled proportionately.

25mm

The minimum size is 25mm (20mm

on vouchers).

The minimum clearspace required around the logo

is the same size as the ‘o.’

The Onecard logo should always be scaled

proportionately.

Do not use the Onecard logo on an angle.

When used in reverse the logo can only be used on the Onecard background or the Onecard blue.

Do not use the Onecard logo on any other

backgrounds.

Do not use the Onecard logo vertically.

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10. Email Content

Supplier Guidelines – June 2009

• This is a set email template with mandatory ‘Onecard’

branded areas.

• All supplier offers must be the best in market.

• Tone and manner - should be friendly and familiar as a valued

Onecard customer, however incorporate the personality of the

supplier brand/product.

• Please refer to the callouts featured on the right to help

gather the required information and files for an effective email

campaign.

• Letter copy will be produced in Arial to ensure email displays

correctly for all Onecard Customers.

Email Summary Checklist

• Banner (must be 600x214 and at least 72 dpi)

• Salutation & introduction copy (265 character limit

excluding salutation line)

• Product Imagery specific to promotion, good quality

and clearcut or on solid white background

(185x70 and at least 72dpi)

• Offer detail ie: $1 Off

• Email letter copy maximum 600 words

• Terms & Conditions specific to offer

• Preferred email subject line

• Validity date

Exclusive Onecard Offer

“Exclusive Onecard Offer” text on a blue strip and

the Onecard imagery are mandatory elements.

Offer banner area

The banner area should be a teaser to the offer/

savings and showcases your product branding and

packaging. This can be supplied as finished artwork

to specs.

Salutation

- Dear (default)

- Dear (where above is not possible)

- Dear customer (where above is not possible)

Content area

No endorsements or assurances. Instead please use

“Onecard together with X... or “The experts at X...”

or similar (limited to 265 characters).

Voucher

Voucher area detailing specific offer terms and

conditions, recipient identification data with a

unique tracking barcode.

Instructions

Mandatory instructions for voucher downloading,

printing and in-store redemption.

Secondary Content Area

Secondary content area detailing any important

offer/product information. Character limit including

spaces is 600 characters.

Bridget Lamont, for Onecard

is the signatory (never the supplier).

Email footer area

This is a standard mandatory component of the

email template. The tertiary content area contains

Onecard contact information and user options for

future email offers.

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11. Email Banners

Supplier Guidelines – June 2009

The Onecard supplier email template has been designed to showcase

your brand and products. It is important that copy in this area does not

reveal the specific offer details, but instead hooks the recipient and

encourages them to read on to the voucher area containing complete

offer details.

When creating the banner we will supply you with a photoshop file

that your agency needs to insert your brand artwork into.

Key items of note

Banner content should be concise & enticing

DO NOT include specific offer details in the

offer banner

Showcase your brand to the fullest using

appropriate product images and branding

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12. Email Vouchers

Supplier Guidelines – June 2009

The voucher is modeled on traditional in-store vouchers that are redeemed

by the recipient for the offer or value off amount printed. In addition, the

voucher contains your product logo, the recipient’s name & Onecard

number in addition to a trackable, unique barcode.

The voucher should contain all vital information for redemption at checkout.

Because character space is limited within the voucher, the offer details

should be direct and clear in language, using as few words as possible.

Product Image

Please supply the appropriate product imagery of the exact products on

offer in one of the formats specified.

Voucher value area

The voucher value area has been designed to accommodate three main

types of offers; a value off [example A], a product “Free” promotion [example

B] or a Bonus point offer. Supporting copy is limited – see below.

Example A

Character limit: 52 characters including spaces

Example B

Character limit: 52 characters including spaces

Terms and conditions

(copy terms and conditions from DM

supplier guidelines)

Product image requirements

Supplied Resolution

72 dpi or greater

Acceptable file formats

PSD, PNG, EPS, TIFF, BMP AI

Other requirements

For best results supply images in resolutions

greater than 72 dpi in clearcut or layered

format. Ensure product imagery is of good

quality and representative of the product

on offer or promotion.

Final output size

185x70 pixels

(will be resized in production)

Colour

RGB based colour only

Character limits

Voucher value area

52 Characters (including spaces)

Terms and Conditions

440 Characters (including spaces)

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13. In-store Promotions

Supplier Guidelines – June 2009

The In-store Promotion Brief can be found on our website www.onecarddirect.co.nz under Toolkit, In-store

Promotions. As a start, please fill out the details on the brief and submit it to the Partner Promotions Coordinator,

before proceeding with your creative.

Here are the points to keep in mind when generating any new material e.g. wobbler, poster, necktag, etc:

• The Onecard image must be displayed prominently at the top right of all Point of Sale material

as shown on the example. Do not place the Onecard image on a background that is too busy.

• The minimum card size is 35mm.

• Apply a 0.5pt white keyline around card image when used on solid colours (not necessary on

light tints or white backgrounds).

• The phrase ‘Exclusive to Onecard Customers’ must be displayed prominently, in a red PMS 187

coloured strip, at the top left of all Point of Sale material, as shown on the example. A blue PMS 301

strip can be used as an alternative if the red strip does not fit with the creative.

• The ‘Exclusive to Onecard Customers’ strip must be angled at 36°. The font used in the strip must be

white in Futura T Medium and a minimum of 14pt and 20pt in size for a Wobbler and A3 respectively.

This Strip must appear on a one colour background, not over imagery or text.

• The start date, finish date, and draw date must appear on all Point of Sale. The promotion must start

on a Monday and finish on a Sunday. The draw date must be at least 3 days after the end of the

promotion, however, this date will be confirmed by Onecard.

• The Header must state - Be in to win .

• Mechanic: Simply use your Onecard when purchase # between and

* and go in the draw to win . The winner will be drawn on . *Promotion

valid for orders delivered during the promotion period.

• Reference to where the full Terms and Conditions can be viewed must appear at the base

of all Point of Sale, i.e. ‘Full Terms and Conditions are available at the Customer Services desk.’

Terms and Conditions.

• Mandatory Terms and Conditions are provided by Onecard. However if you need to, it’s fine

to add more Terms and Conditions specific to your promotion.

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14. Online Banners

As part of a Onecard In-store Promotion you are required to provide the Partner

Promotions Co-ordinator with an Online Banner that can be used to communicate

your promotion to Foodtown and Woolworths online shoppers. Online banners

should be created with the following points in mind.

The following details are required on all online banners:

• The Onecard image must be displayed prominently at the top right of the

online banner as shown on the example. Do not place the Onecard image

on a background that is too busy.

• The Onecard image must be at least 25mm wide.

• Apply a 0.5pt white keyline around card image when used on solid colours

(not necessary on light tints or white backgrounds).

• The phrase ‘Exclusive to Onecard Customers’ must be displayed

prominently, in a red R169 G30 B46 coloured strip at the top left, as

shown on the example. A blue R0 G81 B149 strip can be used as an

alternative if the red strip does not fit with the creative.

• The ‘Exclusive to Onecard Customers’ strip must be angled at 36°. The font

used in the strip must be white in Futura T Medium and 18pt in size. This

strip must appear on a one colour background, not over imagery or text.

Online banner

• The Header must state - Be in to win .

Supplier Guidelines – June 2009

• Mechanic: Simply use your Onecard when purchase #

between and * and go in the draw to win .

The winner will be drawn on . *Promotion valid for orders delivered

during the promotion period.

Specifications

Competition Page Banner

This banner is mandatory and must be designed to the following specifications:

Dimensions: 600Wx120H pixels

File Format:

• Static Banners: JPEG;

• Rolling Banners: Animated GIF

• The slides in a rolling banner should change every 3-7 seconds

(depending on the amount of information in each slide).

File Size: Less than 50KB

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15. Mailer Tags

Supplier Guidelines – June 2009

As part of a Onecard In-store Promotion you have the option of purchasing a

mailer tag space in the Foodtown and Woolworths and/or Countdown Mailer.

The Partner Promotions Coordinator will provide you with the Mailer Panel

Guidelines and Specifications.

The following must be included in any Onecard in-store promotion mailer tag.

• The Onecard image must be displayed prominently at the top right of the

mailer tag as shown on the example. Do not place the Onecard image on

a background that is too busy.

• The Onecard image must be a minimum of 25mm wide.

• Apply a 0.5pt white keyline around card image when used on solid colours

(not necessary on light tints or white backgrounds).

Height 46.5mm

Countdown Mailer tag

• The phrase ‘Exclusive to Onecard Customers’ must be displayed

prominently, in a red PMS 187 coloured strip at the top left, as shown on

the example. A blue PMS 301 strip can be used as an alternative if the red

strip does not fit with the creative.

• The ‘Exclusive to Onecard Customers’ strip must be angled at 36°. The font

used in the strip must be white in Futura T Medium and 12pt in size. This

strip must appear on a one colour background, not over imagery or text.

• The Header must state - Be in to win .

• Mechanic: Simply use your Onecard when purchase #

between and * and go in the draw to win .

The winner will be drawn on . *Promotion valid for orders delivered

during the promotion period.

• The title must mention ‘your Onecard’ where possible.

• Please be aware that dark colours such as black or brown are prohibited

from being used as background colours on mailer tags.

6mm

rounding

on

corners

Width 268mm

Please see next page for Countdown Mailer tag specifications.

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16. Mailer Tags Continued

Supplier Guidelines – June 2009

Foodtown and Woolworths Mailer tag

Foodtown and Woolworths

Catalogue Vertical Panel Guidelines

Bleed Size 60mm

Trim Size 55mm

Safe Area 48mm

Safe Area 246mm

Trim Size 260mm

Bleed Size 270mm

Foodtown and Woolworths

Catalogue Box Panel Guidelines

Safe Area 246mm

Trim Size 260mm

Bleed Size 270mm

Bleed Size 110mm

Trim Size 105mm

Safe Area 97mm

Safe Area 120.5mm

Safe Area 59.25mm

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