Examples of this may include, but are not limited to the following:

• Creative development of sales literature - not printing costs. Printing costs will be included as part of the charge for materials ordered by the agents.
• Trade Advertising - this is not solicitation of agents but solicitation of moving customers in trade journals such as Mobility, Personnel Management, etc.
• Lead Development - this includes clipping service and tradeshow appearances by Stevens corporate personnel for the purpose of lead development.
• Stevens Display Booth - Stevens developed and maintains a display booth for agent use at conventions and meetings. The booth will be available on a “first-come/first-serve” basis. Commercial agents will be responsible for the shipping costs of the booth and will be required to sign a use agreement establishing responsibility for the safekeeping and maintenance of the booth.
• Co-Op Advertising - specific parameters of the program as outlined in Section III of this procedure.
• Public Relations - placement services for press releases. The cost will be eligible only if approved through Stevens prior to placement.

$500,000 (Total previous year P/R & Corp dollars booked)
X .00375
$ 1,875 (Eligible advertising expense paid by agent)
$ 1,875 (Dollars matched by Stevens)
$ 3,750 (Total Co-op Advertising Budget)

 

D. What Qualifies for Co-Op Advertising Reimbursement:

1. Direct Mail Advertising/Telemarketing

	Method of Advsetising	Does it Qualify?	Requirements / Explanantions
A.	Mailers	Yes	Must be SVL-created or approved prior to release.
B.	Envelopes	Yes	Only if the quanitity matches the number of mailers
C.	Leads	No
D.	Postage	No
E.	Labor	No
F.	Phone Bills	No
G.	MLS Books	No

2. Tradeshows (Must be Targeted to HHG Custome

	Method of Advsertising	Does it Qualfy?	Requirements / Explanations
A.	Booth Space	Yes	Must be SVL-approved prior to show.
B.	Sales Literature	Yes	Must be SVL-created or approved prior its use.
C.	Labor	No
D.	Travel Expenses	No




	Method of Advertising	Does it Qualify?	Requirements / Explanantions
A.	Radio Commercials	Yes	Must be SVL-created or approved prior to its use
B.	TV Commercials	Yes	Must be SVL-created or approved prior to its use
C.	Print Ads (Newspaper, Magazines)	Yes	Must be SVL-created or approved prior to its use
D.	Promotional Items	Yes	Must be SVL-created or approved prior to its use
E.	Billboards	Yes	Must be SVL-created or approved prior to its use
F.	Yellow Page	Yes	Only qualifies on the difference between a current ad & stepping up (up to 1/2 page) in a current book or placing an ad in a new directory through yellow page placement agency. Prior approval must be obtained through Stevens.

Stevens encourages creativity in developing new and innovative advertising ideas. If you have a unique opportunity in your market not mentioned above, please contact Stevens Agency Relations Department to discuss your plan and determine whether it qualifies for co-op advertising reimbursement.

E. Procedures When Creating Own Advertising Materials:

If you wish to create mailers, postcards, ads, brochures, billboards, radio and television commercials, or other types of unique advertising opportunities, you must submit/discuss proposal with Stevens Agency Relations Department for approval before receiving any co-op dollars (up to your available budget).

F. General guidelines for Agent/Office created materials are as follows:

1. Print Advertising

• Stevens logo must appear as large or larger than agent name.
• Advertising must promote interstate household goods business.
• Stevens logo must be printed in blue (PMS #300) and grey (PMS #417).
• All advertising must be approved through Stevens Agency Relations Department prior to its release.

2. Radio Advertising

• Stevens must be mentioned in the script at least two times in a 30-second spot or three times in a 60-second spot.
• The script must promote HHG interstate business.
• Must receive SVL approval prior to its release.

3. Television Advertising (Commercials)

• Must show Stevens logo in one of the above approved colors, in a size as large or larger than the Agent/Office name.
• Must mention Stevens name at least three times in the script.
• Must promote HHG interstate business.
• Must receive SVL approval prior to its release.

  These guidelines are used to provide help in the development of your own advertising materials. However, you will need to discuss your ideas with Stevens Agency Relations Department and receive approval prior to its release to make sure it qualifies for co-op advertising dollar reimbursement.

G. What are the General Rules and Procedures for Co-Op Advertising Reimbursement:

1. All types of advertising media must be discussed with Stevens Agency Relations Department and approved prior to its release or use. If prior approval is not
received, co-op dollar reimbursement will not be given.

2. Requests for reimbursement must contain all of the following to receive co-op dollars:

A. Copy of the advertising used.

• Print Ads
• Radio or television commercial script and taped recording of same
• Photograph of sign or billboard used
• Mailer, postcard, or other literature used in direct mail/ telemarketing effort
• Promotional giveaway used, actual or copy of item.

B. Invoices received for the project.

C. Check showing payment of the invoices.

D. Cover letter itemizing requested reimbursement summarizing agent portion and Stevens portion per expense, as well as total agent and Stevens portion.

3. Agents must submit an invoice for the dollar amount of advertising reimbursement, as well as above-mentioned cover letter.

4. Stevens suggests that all agents and offices turn in their invoices for co-op
reimbursement on a quarterly basis to avoid delay in processing due to a large number of requests received at the end of the year.

5. Under no circumstances will Stevens reimburse above your eligible budget.

6. All requests for reimbursement must be received by Stevens within 60 days after
the year end in which they were incurred, or the co-op advertising funds will be forfeited.