Co-op pARTNER GuidEbook FY09

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Co-op pARTNER GuidEbook FY09

  1. 1. OEM Cooperative Marketing Fund Co-op pARTNER GuidEbook FY09 SYSTEM BUILDERS
  2. 2. oEM Cooperative Marketing Fund: partner Guidebook for System builders Table of Contents oEM Cooperative Marketing Fund: overview demand Generation Table of Contents overview, Co-op periods......................................................................................................................................(1) overview, Eligible Activities, Activity Guidelines, preapproval ......................................................(11) Co-op Eligibility Requirements, Accruing Funds, Enrollment ...................................................(2) Quick Reference .....................................................................................................................................................(12) Co-op Marketing Category overview, Advertising Standards, ineligible Activities print, direct Mail, E-mail, outdoor Advertising .....................................................................................(13) and Expenses ..............................................................................................................................................................(3) Web/Online and Broadcast Advertising ...................................................................................................(14) Co-op Core Requirements Market development Co-op Core Requirements ..................................................................................................................................(4) overview, plan Cancellation, preapproval, Activity Guidelines .....................................................(15) Microsoft Content Guidelines: Tagline, Logo and Graphics usage ® Claim process, Claim Timing Requirements ............................................................................................(16) Tagline, Logo and Graphics usage, partner Software Graphics ...................................................... (5) Quick Reference .....................................................................................................................................................(17) Microsoft Certified or Gold Certified Partner, Designed for Windows® Logo........................ (6) Tradeshows, Events ...............................................................................................................................................(18) Telemarketing ........................................................................................................................................................(19) Claiming Sponsorship ....................................................................................................................................(20) Claim Requirements, proof of performance.............................................................................................. (7) Customer offers, incentives (SpiFFS)...........................................................................................................(21) The Co-op Web Tool Web/Online Marketing E-Commerce .......................................................................................................(22) Co-op Web Tool, Enrollment, Account Information Page, Home Page......................................(8) promotional Retail display ..............................................................................................................................(23) banking information...............................................................................................................................................(9) partner Readiness payment processing and EMEA Value-Added Tax Requirements overview, Claim Timing Requirements .....................................................................................................(24) payment processing, Currency Exchange Rates, VAT Requirements for EMEA....................(10) Guidelines..................................................................................................................................................................(25) Glossary ......................................................................................................................................(a) Resources..................................................................................................................................(b) i Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  3. 3. oEM Cooperative Marketing Fund: overview Overview The oEM Cooperative Marketing Fund (Co-op) for System builders provides reimbursements to participating System builders to help market and promote fully assembled systems with preinstalled Microsoft products. Co-op reimburses eligible costs associated with related marketing and readiness activities to support: • demand Generation - Advertising with broad reach. Overview • Market Development - Marketing and business development activities designed for a specific audience. • partner Readiness - Training, readiness and personnel development to improve Microsoft technology expertise. Co-op Core Requirements Co-op Core Requirements must be met for a demand Generation or Market development activity to be considered for Co-op reimbursement. More information can be found on page 4. 1. prominently displayed Co-op tagline. 2. Prominently displayed Company name and/or brand and contact information. 3. Minimum 30% Microsoft content that markets and promotes a fully assembled system with preinstalled genuine Microsoft software. Co-op Periods Co-op periods operate on a 6 month fiscal half calendar as follows: FY H1: 1 Jul - 31 Dec FY H2: 1 Jan - 30 Jun System builder must meet eligibility and purchase requirements for each Co-op period and eligible System builder must re-enroll at the start of each Co-op period. FY H1 (1 Jul - 31 Dec) FY H2 (1 Jan - 30 Jun) FY H1 (1 Jul - 31 Dec) Usage Period Usage Period (Reimburse FY H2 Activities) (Reimburse FY H1 Activities) Eligibility/Purchase Period Eligibility/Purchase Period 1 (FY H1 Purchases through an (FY H2 Purchases through an Authorized oEM distributor) Authorized oEM distributor) There are eligibility/purchase periods and usage periods. System Builders meeting the eligibility and purchase requirements in the eligibility/purchase period will be eligible to use the accrued funds in the usage period. The deadline for meeting the purchase requirements is 30 Jun for FY H1, and by 31 Dec for FY H2 to be eligible for Co-op. Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  4. 4. oEM Cooperative Marketing Fund: overview Co-op Eligibility Requirements for System Builders System Builder Co-op Eligibility Requirements To participate in Co-op, a System builder must meet Product Family Market 6-Month Eligibility Requirements minimum qualified purchases and have Active status Purchase in the Microsoft partner program3 by 30 Jun for FY Requirement Overview (units)2 H1 or by 31 Dec for FY H2. The minimum purchase requirement must be met in at least one product Windows Client A 1,000 Active status member in the Microsoft partner program2 as of 30 family for eligibility. The deadline for meeting the JUN for the FY H1 Co-op period, and 31 DEC for the FY H2 Co-op technical certification requirement is the end of the b 500 period. first quarter in the fiscal half (either 31 Mar or 30 Sep). Meet oNE of the following technical requirements as reported in the For example, a System builder must have Active status C 300 Partner Membership Center (PMC) as of 30 SEP for the FY H1 in the Microsoft Partner Program by 30 Jun for FY H1 Co-op period, and 31 MAR for the FY H2 Co-op period. or by 31 Dec for FY H2 and have met the technical Microsoft A 700 • Have Active or Qualified status in the OEM Hardware Solutions Office requirement by 30 Sep for FY H1 or by 31 Mar for FY competency, or H2 to be considered for Co-op. b 400 • Have a PC or server that has passed the “Designed for Windows” logo program testing through the Windows Hardware Quality Accruing Funds C 100 Labs (WHQL) in the last 24 months, or Eligible System builders accrue funds in u.S. dollars • Have Microsoft Certified Professional (MCP) status by employing Windows A 100 based on the number of qualifying partner licenses Server or contracting with an individual who has passed the pre- for each product family where the minimum purchase installation Assessment Exam 74-134, or any one of the following b 70 MCp Exams: 70-272, 70-282, 70-290, 70-620, 70-621, 70-623, requirement is met. Qualifying purchases must be 70-624, 70-655. through a Microsoft Authorized oEM distributor1 C 30 in the 6 month Co-op eligibility/purchase period. ineligible if participating as a Sub-distributor in the oEM Cooperative Eligible partners may use their accrued funds during Marketing Fund (Co-op) for Sub-distributors. the following 6 month Co-op usage period for 2 Net purchases of eligible System builder licenses through Microsoft Authorized oEM distributors during the accrual period as reported in demand Generation, Market development and MS-Sales as of 14 Jan for the FY H1 period and 14 July for the H2 period. partner Readiness activities. 3 Local requirements may vary. 1 For a list of Microsoft Authorized oEM distributors, visit: http:// www.microsoft.com/oem/authdist/default.mspx. Markets By Country Enrollment Market A Market B Market C united States 4 Australia Czech Republic Greece italy Malta portugal Spain All Eligible System builders who chose to participate Japan Austria denmark Hong Kong korea Mexico Romania Sweden others need to enroll in Co-op at the start of each Co-op Canada belgium brazil Estonia Finland Hungary iceland Latvia Liechtenstein Monaco Netherlands Russia Singapore Switzerland Taiwan period through the Co-op Web tool. The Co-op bulgaria France india Lithuania New Zealand Slovakia united kingdom 2 Web tool is provided to assist in managing Co-op China Cyprus Germany ireland israel Luxembourg Malaysia Norway poland Slovenia South Africa resources. See pages 8 & 9 for instructions to set up your online Co-op account. 4 Not currently participating in Co-op. Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  5. 5. oEM Cooperative Marketing Fund: Marketing overview Co-op Marketing Category Overview Reimbursement Category Category Description Eligible Activity Examples Activity Timing Rate* Overview Traditional advertising with broad reach Print, broadcast, Web/online, outdoor, Conduct activity within the Co-op usage that furthers the marketing and promotion direct mail, and e-mail. period. Submit fully documented claim after Demand Generation 100% of genuine Microsoft software. Results and conducting the activity and before the claim audience size are measurable. deadline. Marketing activities designed for a specific Tradeshows, events, seminars, Get Market development plan concept customer audience that support the sale of telemarketing, sponsorships, customer approval, conduct activity within the Co-op Market Development 100% genuine Microsoft based systems. offers, internal incentives, Web/online usage period. Submit fully documented claim or e-commerce, promotional retail after conducting the activity and before the displays. claim deadline. Expenses related to Microsoft training, MSPP registration fees, WHQL fees, Conduct activity within the Co-op usage technical certification, and program partner exam fees, Microsoft conference period. Submit fully documented claims after Partner Readiness 100% fees that promote the development of registration fees, Microsoft training conducting the activity and before the claim Microsoft technology expertise. tuition fees, Microsoft certification exam deadline. fees. * Reimbursement Rate: percentage of activity cost reimbursed for approved claims, up to amount of available funding. Advertising Standards All demand Generation and Market development activities must adhere to: • All international, national, regional, corporate and local guidelines, laws and rules, and privacy policies • Standards of good taste and must not be sexually oriented or otherwise offensive or inappropriate Ineligible Activities and Expenses Co-op funds may not be used to reimburse: • Costs associated with the manufacture or distribution of customer systems, including costs related to bills of materials and costs of goods • infrastructure, overhead, depreciable asset expenses (e.g., vehicles, capital equipment, etc.), or real property • VAT taxes, government fees, excises, tariffs or any other taxes related to the implementation of Co-op Marketing Activities • Costs associated with advertising on a Web site owned or operated by Company or Company Subsidiary(ies) • Company's requirement to match or otherwise contribute to any marketing funds provided under a Microsoft joint marketing agreement or any other marketing program offered by Microsoft or any of its affiliated companies (i.e., Company may not use any Co-op funds to satisfy any marketing funds contribution requirement 3 by Microsoft or its affiliates) • Multiple claims for a single activity expense • Travel expenses, including meals, flights, mileage and any other travel costs • Microsoft software, cash or service rebates of any kind on systems sold Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  6. 6. Co-op Core Requirements Co-op Core Requirements Co-op core requirements must be met for an activity to be eligible for Co-op reimbursement. Co-op Core Requirements 1. Prominently displayed Co-op tagline. 2. Prominently displayed Company name and/or brand and contact information. 3. Minimum 30% Microsoft content in support of the sale of a fully assembled system with preinstalled genuine Microsoft software. 1. Prominently Displayed Co-op Tagline The Co-op tagline must be present in all demand Generation and Market development activities to be considered for Co-op reimbursement. prominent display of the tagline (page 5) demonstrates commitment preinstalling genuine Microsoft software. Co-op taglines approved for System Builders. 1. [We/Company name] preinstall genuine [Microsoft® software/specific product]. Example: [Company name] preinstalls genuine Microsoft® software. 2. Built with genuine [Microsoft® software/specific product]. Example: Built with genuine Windows Vista® Home Premium. 3. [We/Company name] recommend genuine [Microsoft® software/specific product]. Example: [Company name] recommends genuine Windows Vista® Business. 2. Prominently Displayed Company Name and/or Brand and Contact Information Prominently display company name and/or brand and contact information in the activity. Contact information must include at least one of the following • Your company address • Your company Web site URL 4 3. Minimum 30% Microsoft Content in Support of the Sale of a Fully Assembled System with Prein- stalled Genuine Microsoft Software The activity should include: • A minimum of 30% of the content in demand Generation and Market development activities must directly support the sale of a fully assembled system preinstalled with genuine Microsoft software. preinstalled Microsoft product in the system specifications, where specifications are listed. • An associated partner software graphic, campaign element, or other eligible logo on the page. See (page 5). Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  7. 7. Microsoft Content Guidelines: Tagline, Logo and Graphics usage Tagline Prominence Logo and Graphics Usage Partner Software Graphics • Clear Space. keep a border of clear space around Approved graphical elements may be used in Microsoft has introduced a series of partner software the Co-op tagline. The required border of clear demand Generation and Market development graphics that may be used to create customized space must be a minimum of the height of the Logo and Graphics Usage activities. marketing materials. partner Software Graphics for letters. oEM partners (a few examples are shown below) • Placement . The Co-op tagline must be Any use of logos must comply with logo usage help: prominently displayed in the activity. Typically, this eligibility. You may not use logos for which you have • Represent Microsoft software preinstalled on is within the upper one-third of a print activity, or is not met requirements. systems sold to customers. otherwise easily identifiable. • Enhance advertising, Web sites, online banners, participation in Co-op must not be construed as • Background. The Co-op tagline must appear on and other marketing materials. endorsement or approval of content by Microsoft, a background that adequately contrasts with the including but not limited to any brand, company • Support hardware partners’ marketing efforts to tagline text to make the tagline clearly legible. name, product technology, or product performance drive sales of specific preinstalled product SKUs. claims. • Assure customers that their systems are • Translation. The Co-op tagline may be translated, preinstalled with genuine Microsoft software. but the wording must not be changed. use of approved logos or graphics must follow • Font . Fonts must be consistent with the core guidelines. inappropriate use of logos or unapproved partner Software Graphics do not compete with advertisement and text size. do not mix typefaces graphics may result in claim denial. existing logo programs or pose a risk to Microsoft or weights. All words must be the same size and brand equity. The graphics are for use oNLY in color. do not use all caps, small caps, or italics. Regional logos require approval for use with Co-op. partner-branded materials so they clearly show they originate from you and not in Microsoft branded Using Microsoft Templates materials provided to you by Microsoft. For trademark guidelines, visit: Microsoft has created a number of easy-to-use http://www.microsoft.com/trademarks Examples marketing campaign templates for partners. Add the Co-op tagline and customize these templates for To view all available partner software partner specific messages and brands. graphics and to obtain graphic downloads, visit and log in: To access oEM Marketing campaign templates, visit https://www.oem.microsoft.com and log in: https://www.oem.microsoft.com. Microsoft® Windows Vista® Microsoft® Windows Vista® Microsoft® Windows Vista® ultimate business Home Ensure that the template includes the Co-op tagline and Company/brand name and contact information for Co-op eligibility. 5 Microsoft® Office Ultimate Windows® Small business Server Windows® Small business Server 2007 2003 R2 Standard Edition 2003 R2 premium Edition Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  8. 8. Microsoft Content Guidelines (Continued): Logo and Graphics usage Microsoft Certified or Gold Certified Partner Examples Designed for Windows Logo Microsoft Certified or Gold Certified Partners may Clear space The “Designed for Windows” logo may be used only elect to use the appropriate logo in Co-op activities in conjunction with the system that has passed WHQL according to these logo usage guidelines. testing. Logo and Graphics Usage Translation. The logo image must be retained in Usage. Use the “Designed for Windows” logo in English. conjunction with a Windows based system. Never crop the logo. Do not change the logo colors, flip the Clear Space. A minimum amount of clear space must logo, change its perspective, or outline it. The logo be left between the logo and other objects. The cannot be translated or changed in orientation. border must equal the height of the word Microsoft Minimum size in the logo. Clear Space. A minimum amount of clear space must be between the logo and other objects. The clear Minimum Size. Logos must be readable and space around the logo must be equal to the height maintain the integrity of the element. The minimum of the lowercase letters in “Windows”. The logo must acceptable size for the logo is 1 inch (2.54 cm). not be contained within a box, circle, or other shape. Minimum size 1 inch wide Minimum size 1 inch wide Color Palette. The logo may appear in two colors: in Minimum Size. Logos must be readable and black or reversed out to white. use appropriately to maintain the integrity of the element. The minimum your audience and budget. do not alter or change acceptable size for the logo is .5 inches, or 32 pixels. the color. OEM Hardware Solutions OEM Hardware Solutions Color Palette. The full-color version must be used Orientation. The logo must never be displayed on its whenever possible. side. For Logo Builder Tool to create and Lockup. The logo must never be taken apart or Lockup. The logo must never be taken apart or download your logo, visit: recombined in any way to create new artwork. No recombined in any way to create new artwork. No https://www.wwmsb.com part may be changed or resized in any way. part may be changed or resized in any way. Examples Clear Space Sizing Competency Usage. if you have achieved any Microsoft Competency—you may use the Windows Screen X X competency logo lockup according to the usage guidelines. You may use the Windows screen display graphic on monitors for your activity. Note: Use of the Certified or Gold Certified Partner logo or Designed for Windows logo by partners not 6 qualified for their use will result in claim denial. X Minimum X X size .5” For more information, visit: http://www.microsoft.com/whdc Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  9. 9. Claiming Claim Requirements Proof of Performance Co-op Claim Submission Process After enrollment, partners may submit claims after All claims require proof of performance be submitted conducting qualifying activities within the Co-op for validation to assess program compliance. 1. Review Co-op Guidebook for activity usage period. The Claim Submission Form and proof Claiming requirements and guidelines. of performance documentation must be received proof of performance must be accompanied by 2. (Recommended) Submit your activity for by the Co-op claim validation team by the claim the Claim Submission Form. incomplete or missing preapproval by e-mail. deadline. documentation may cause delays in processing. 3. Conduct the activity. The estimated claim reimbursement may be adjusted proof of performance documentation may be 4. Collect required proof of performance based on the amount of Co-op funds available. uploaded directly to the Co-op Web tool (combined documentation for the type of activity file size limit of 15MB) sent by e-mail, post, or fax. For conducted. Demand Generation Claims a list of accepted file types please see page a. 5. Log on to the Co-op Web tool http://www.microsoftcoop.com. page 8 has Co-op reimburses expenses for both Media The costs associated with sending and submitting more information on the Co-op Web tool. Placement (page a) and Marketing Services (page a). proof of performance are not reimbursable through 6. Enter claim information into the Claim They can be claimed at the same time for activity that Co-op. Submission Form and submit. has taken place within the Co-op usage period with 7. upload, e-mail, fax or post proof of proper documentation. Note: Claims submitted after the funds for that performance documents* before the Co- period have been fully utilized will not be reimbursed. op deadline. When submitting proof of Market Development Claims performance by e-mail, fax, or post, include Monthly notifications are sent reminding of open Market development activity claims may only be the claim number, organization name and Co- claims requiring a Claim Submission Form and proof submitted after the plan has concept approval by of performance. Please allow 6-10 weeks from the op id in the subject line or cover page. a Microsoft account manager (page 15). Approval claim approval date for reimbursement. of a Market development plan does not guarantee reimbursement of claims as activities need to meet Claim Timing FY H1 Period FY H2 Period and Deadlines (Jul – Dec) (Jan – Jun) the Co-op guidelines. Activity 31 dec 30 Jun Market development planned activities conducted in completed by: the Co-op usage period may be submitted up to the Claim and amount of the approved Market development plan. proof of performance 15 Feb 15 Aug Partner Readiness Claims submission partner Readiness claims may be submitted for any deadline: qualifying readiness activity conducted within the * Microsoft reserves the right to request original proof of 7 Co-op usage period. performance documents. You must maintain all original documents for a period of 12 months from the activity date. Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  10. 10. The Co-op Web Tool: http://www.microsoftcoop.com/ Co-op Web Tool Enrollment Home Page The Co-op Web tool is provided to assist in managing 1. Enrollment must be done by a primary contact The home page provides quick access to the Co-op resources and may be used to: 2. Log on the Co-op Web tool using: following types of information: • Enroll to participate in Co-op • The registered e-mail address 1. Accrued Funds. Shows total accrued funds for Co-op Web Tool 1 • View account summary information • Co-op access id the current usage period. • Submit Market development plans for concept • First time users must select the “retrieve or 2. Available Funds. Funds available for demand 2 approval by a Microsoft account manager reset password” option to obtain a temporary Generation, Market development, and partner • Submit reimbursement claims and proof of password readiness claims in the current usage period. performance documentation • The temporary password will be e-mailed to the 3. Committed Funds. Total funds committed to 3 • Review claim and payment status registered primary contact e-mail address claims that have been submitted. • Access Co-op resources • After logging in using the temporary password, 4. Reimbursed To Date. indicates payments made 4 • open and view support inquiries the user will be directed to change the password to date. 3. Read and accept the oEM Cooperative Marketing 5. Reports. There are several reports available on 5 Primary contacts Fund (Co-op) Agreement, review the Co-op the status of claims and fund usage. Guidebook, and take the training. 6. Partner Resources. Has links to the Guidebook, 6 • Have access to the organization's account profile and banking information. Agreement, localized taglines as well as Account Information Page procedure Guides and partner Examples. • Must be listed in the organization's MSPP Profile at https://partners.microsoft.com/partnerprogram/ After enrolling, the user is directed to the account Additional links and resources also available. Welcome.aspx. information page. Review the account information 7. Support Inquiries. if you have questions 7 • open a support ticket or e-mail customerservice@ to verify contact information and complete banking regarding your Co-op account, please microsoftcoop.com requesting the primary contact information to facilitate payment. open a support case through the set up in your Co-op account. Co-op Web tool or send an e-mail including 1. Review organization and contact information: your organization name and Co-op id to Account Users • Company Name customerservice@microsoftcoop.com. • Company Address • do not have access to the organization's account • primary Contact Example Partner Home Page profile and banking information. 2. Verify payment and banking information (Actual view may vary) • To add account users, enter name and e-mail (page 10). address into the add account user section of the 3. user information: designate who may access fund manage profile page. information. For issues regarding account user setup or primary contacts, open a support ticket or e-mail customerservice@microsoftcoop.com. 8 5 6 1 7 2 4 3 Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  11. 11. The Co-op Web Tool: http://www.microsoftcoop.com/ Banking Information Example (Actual view may vary) during the enrollment process partner primary contacts are required to submit bank account information. This information must be complete and Co-op Web Tool accurate in order to disburse funds for approved claims in a timely manner. banking information Due to international banking standards the fields below for bank detail must use characters from the payments are disbursed based on the payment following chart. if any character not included in this chart is used in your payment information, your method (electronic funds transfer: ACH or MWIRE) claim payment may be delayed. and currency specified (or USD as appropriate). Chart of valid characters Transaction fees will be paid by Microsoft. However, you will be responsible for any additional fees charged by your financial institution. The number one cause of delayed Co-op payments is incorrect, inaccurate or incomplete banking details. Payment Information 1 Company Name/Bank Account Name John Smith 2 Contact Name please verify your banking information with your international banking version financial institution to ensure prompt payment. 3 Contact phone Number 012 345 6789 4 Company Name/Bank Account Name our Company's bank Account Name Payment Information Screen 5 Company Name/Bank Account Name (international banking Version) 1 Contact Name 6 Company Address Line 1 123 Everywhere Lane 2 Contact Name (international banking Version) Company Address Line 1 3 Contact phone Number (international banking Version) 4 Company Name/Bank Account Name Company Address Line 2 Suite 1000 5 Company Name/Bank Account Name 7 Company City, State/Province, Postal Code our Town, our State (international banking Version) Company City, State/Province, Postal Code 6 8 Company Address Line 1 (international banking Version) 7 Company City, State/Province, Postal Code Company Country 8 Company City, State/Province, Postal Code 9 Full bank Name Bank of the World (international banking version) 10 branch Name 9 Full bank Name 11 bank Address Line 1 1234 bank St 9 10 branch Name bank Address Line 2 11 bank Address Company names and addresses containing non-standard ASCii characters must have the information entered in standard ASCii characters per the table at the top of the payment information page. “International Banking Version” fields are provided on the form for this information. international banking standards require transaction information be transmitted in standard ASCii. Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  12. 12. payment processing and EMEA Value-Added Tax Requirements Payment Processing Requirements for Europe, Middle East, and Africa (EMEA) payments for approved claims are processed twice a month. Payments are typically disbursed 6 to 10 Co-op partners requiring to submit Value Added Tax weeks from the date of claim approval. Multiple (VAT) invoices will receive a consolidated quarterly Payment Processing approved claims in the same disbursement period, request via e-mail. will be consolidated into one payment. in order to maintain compliance, participating Currency Exchange Rates partners must submit quarterly VAT invoices. Failure For claims where payment is requested in local to submit valid VAT invoices may result in payment currency, enter both the local currency expense delays. amount and uSd-converted amount during the claims submission process on the Co-op Web tool using the currency exchange calculator link. due to fluctuation in currency exchange, the actual reimbursement amount you receive may vary. Claims will be processed for claim amount on the date of claim submission. Currency fluctuation between the claim submission date and claim verification date is possible when complete proof of performance is not submitted at the time of claim entry. Adjustment to the claim amount will be made if the fluctuation is greater than 5%. You will be notified by e-mail if the reimbursement amount of your claim is adjusted due to currency exchange rate fluctuation. 10 Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  13. 13. demand Generation: overview Overview Demand Generation - Preapproval (Recommended) Co-op Claim Submission Process demand Generation activities have a broad reach preapproval of demand Generation is optional, but 1. Review Co-op Guidebook for activity Demand Generation and a defined audience size. They are usually recommended to ensure compliance with Co-op requirements and guidelines. associated with traditional advertising methods core requirements and guidelines. Activities may be 2. (Recommended) Submit your activity for such as print, broadcast, and Web. submitted for preapproval by e-mail to preapproval by e-mail. preapproval@microsoftcoop.com a minimum of 3 3. Conduct the activity. days before the activity is scheduled to begin. The 4. Collect required proof of performance Eligible Activities Co-op preapproval team will review the activity documentation for the type of activity • print, multi-page print advertisements, and and preapprove or request changes/corrections to conducted. catalogs (page 13) achieve compliance within 3 calendar days. 5. Log on to the Co-op Web tool • direct mail and e-mail (page 13) http://www.microsoftcoop.com. page 8 has • outdoor advertising (page 13) Approved activities will be assigned a preapproval more information on the Co-op Web tool. • Web/Online advertising (page 14) code which must be provided along with proof of 6. Enter claim information into the Claim • broadcast advertising (page 14) performance at the time of claim submission. The Submission Form and submit. activities must be conducted exactly as approved. 7. upload, e-mail, fax or post proof of Activity Guidelines Any deviation, with the exception of dates and performance documents* before the pricing, from the approved activities will result in Co-op deadline. When submitting proof of These guidelines apply to all demand Generation the activities being re-assessed. Activities that run performance by e-mail, fax, or post, include activities. Specific requirements for each activity are unchanged (with the exception of dates and pricing) the claim number, organization name and available in the following pages. multiple times may use the same preapproval Co-op id in the subject line or cover page. • Activities may be submitted for optional preapproval before conducting the activity. number. • Activities may include components and messaging Claim Timing FY H1 Period FY H2 Period from complementary vendors. and Deadlines (Jul – Dec) (Jan – Jun) • Activities must adhere to all international, national, Activity regional, corporate, and local guidelines, laws and 31 dec 30 Jun completed by: rules, standards of good taste, and privacy policies. Claim and proof of performance 15 Feb 15 Aug submission deadline: * Microsoft reserves the right to request original proof of 11 performance documents. You must maintain all original documents for a period of 12 months from the activity date. Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  14. 14. demand Generation: Quick Reference Co-op Core Requirements (page 4) 1. Prominently displayed Co-op tagline. Demand Generation 2. Prominently displayed Company name and/or brand and contact information. 3. Minimum 30% Microsoft content in support of the sale of a fully assembled system with preinstalled genuine Microsoft software. Additional demand Generation guidelines and information regarding optional preapproval is available on page 11. Reimbursement Rate up to 100% of Actual Costs Additional Eligibility Activity Type Required Proof of Performance Documentation* Requirements print, Multi-page print Advertisements, page 13 • Tear sheet from the printed publication brochures and Catalogs • invoice(s) direct Mail and E-mail page 13 • Mailed piece including postmarked shipping envelope from provider • invoice(s) outdoor Advertising page 13 • Final piece in electronic form • photographs showing detail and overall view of the live billboard placement • invoice(s) Web/Online Advertising page 14 • Electronic file of the Web banner and link to the landing page • Click-through report from third-party • invoice(s) broadcast Advertising page 14 • Spot as aired (tape provided as proof of purchase from station) • invoice(s) • Scripts * Claim forms and proof of performance must be received by the validation team no later than the Co-op deadline stated on the claim form. 12 Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  15. 15. Activity Requirements: print, direct Mail, E-mail, and outdoor Advertising Co-op Core Requirements (page 4) 1. Prominently displayed Co-op tagline. Demand Generation 2. Prominently displayed Company name and/or brand and contact information. 3. Minimum 30% Microsoft content in support of the sale of a fully assembled system with preinstalled genuine Microsoft software. Additional demand Generation guidelines and information regarding optional preapproval is available on page 11. Print Advertising Requirements Direct Mail and E-mail Requirements Outdoor Advertising Requirements • Appear in publications with an established • Executed through a third-party fulfillment house or • Appear in an outdoor advertising space that has an circulation rate. e-mail distributor. established and measured advertising rate. • delivered to an established list of new or existing • Appear in outdoor advertising that is directed Additional Multi-Page Print Advertisement and customers. toward end users. Catalog Requirements • Catalogs delivered to an established list of new or Required Proof of Performance Required Proof of Performance existing customers. • Reimbursement will be based on percentage of □ Mailed or e-mailed piece. □ Final piece in electronic form. activity that meets the minimum 30% Microsoft □ postmarked shipping envelope from □ photographs showing detail and overall view content in support of sales of fully assembled provider (direct mail). of the live billboard placement. systems with preinstalled Microsoft software. □ be sure to add your organization's e-mail □ invoice(s) from third-party vendor. address to the distribution list and provide Required Proof of Performance as proof of performance. □ invoice(s) from third-party vendor. □ Tear sheet(s) from the printed publication demonstrating compliance with core-requirements. □ invoice(s) from third-party vendor. 13 Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  16. 16. Activity Requirements: Web/Online and Broadcast Advertising Co-op Core Requirements (page 4) 1. Prominently displayed Co-op tagline. Demand Generation 2. Prominently displayed Company name and/or brand and contact information. 3. Minimum 30% Microsoft content in support of the sale of a fully assembled system with preinstalled genuine Microsoft software. Additional demand Generation guidelines and information regarding optional preapproval is available on page 11. Web/Online Advertising Requirements Television Requirements Radio Advertising Requirements • Appear on a Web site that has an established • Co-op tagline is prominently displayed on the • Voice-over includes the Co-op tagline delivered in advertising rate. television advertisement for a minimum of 3 normal tone and voice which lasts a minimum of 3 • placed on a third-party site of which not more than seconds. seconds, and is free of sound effects or loud music 10% is partner owned. • The voice-over script mentions that the systems and is clearly understandable. • placed on a site with content adhering to high include genuine Microsoft software. • Air on radio stations that are legally recognized by standards of good taste. • Co-op tagline in voice-over is delivered in normal the appropriate authority in the broadcast country tone and voice which lasts a minimum of 3 seconds or origin. and is free of sound effects or loud music and is Required Proof of Performance clearly understandable. • Air on networks that are legally recognized or Required Proof of Performance □ Electronic file of the Web marketing piece or regulated by the appropriate authority in the activity with link to the landing page broadcast country or origin. □ Spot as aired (tape provided as proof of For example: purchase from station) • banner □ invoice(s) from third-party vendor • Web advertisement Required Proof of Performance □ Script spot as aired • Search engine placement □ Click-through report from third-party □ Spot as aired (tape provided as proof of □ invoice(s) from third-party vendor purchase from station) □ invoice(s) from third-party vendor □ Script spot as aired 14 Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  17. 17. Market development: overview Overview Plan Cancellation Activity Guidelines Cancellation of a Market development activity may These guidelines apply to all Market development Market development activities include customer be requested by submitting a support case if the activities. See the page for each activity for specific Market Development events, business-to-business development trade activity is an approved plan activity that has not been requirements. shows, sponsorships, and offers and incentives claimed. • Customer focused or targeted activity. that support the sale of fully assembled systems • Activities may include components and messaging Market Development Activities - Preapproval from other complementary vendors. preinstalled with genuine Microsoft software. (Recommended) • Activities must adhere to all international, national, Typically, these marketing and advertising activities are designed for a specific customer regional, corporate, and local guidelines, laws and once the Market development plan has concept audience. rules, standards of good taste, and privacy policies. approval, it is recommended that activities (e.g. banners, printed materials, displays) be submitted Market Development Plans - Required Approval for preapproval by e-mail to preapproval@ Market Development Plan microsoftcoop.com prior to conducting the activity Submission Process All Market Development plans are required to to ensure compliance with the Co-op guidelines. The have concept approval by a Microsoft account Co-op preapproval team will review the activities and 1. Log on to the Co-op Web tool manager before activities may begin. respond within 3 calendar days. http://www.microsoftcoop.com. page 8 has more information on the Co-op Web tool. Market development plans must be submitted via the preapproved activities will be assigned a preapproval 2. Enter Market development plan activity Co-op Web tool before the planned activities are code which must be provided along with proof of expense details and submit the plan. scheduled to begin to allow time for review. performance at the time of claim submission. The • Submit plan before planned activity date activities must be conducted exactly as approved. to allow time for review. once the plan has been submitted, a Microsoft Any deviation from the approved activities will result • The plan is reviewed by the account account manager will review and render a decision in the activities being re-assessed. manager. on the plan concept. Notification of the decision will • Notification will be sent by e-mail when be sent via e-mail. Eligible Activities the plan is approved, rejected, or pending • Trade shows, events and seminars (page 18) further review. After the plan has concept approval, the Market • Telemarketing (page 19) 3. once the plan is approved the associated development activities associated with the plan may • Sponsorships (page 20) Market development activities may be conducted. Approval of a Market development • Customer offers (page 21) beconducted. plan does not guarantee reimbursement of claims as • incentives (SpiFFS) (page 21) activities need to meet the Co-op core requirements • online or e-commerce (page 22) Recommended: Submit plan activities (e.g. and guidelines. • promotional retail display materials (page 23) banners, printed materials, displays) for preapproval directly to: 15 Submitting a Market development plan does not preapproval@microsoftcoop.com. commit Co-op funds. Claims submitted against plan activities commit funds. Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  18. 18. Market development Claims Market Development Considerations Claim Timing Requirements Claim Submission Process Consider the following when planning activities and Market development activity claims may only be submitting claims for Market development activities: submitted after the Market development plan 1. Receive Market development plan concept has concept approval by a Microsoft account Market Development approval by e-mail. 1. Follow the marketing guidelines in this guidebook manager, and after the planned activity has been 2. Review the Co-op guidelines for your in order to be eligible for reimbursement (page 4). completed. The Claim Submission Form and proof of activity. 2. Market development activities must have a performance documentation must be received by the 3. (Recommended) Submit your Market well-defined strategy and provide a compelling Co-op claim validation team no later than the claim development activity for preapproval by marketing Return on investment (Roi) as discussed submission deadline. e-mail. and agreed upon by the customer and their 4. Conduct the Market development planned account manager. This can be accomplished by Claim amounts are limited to the approved Market activities. helping to ensure a targeted customer message, development plan activity cost and by the available 5. Collect proof of performance documentation placing content in media that is targeted to partner funds at the time the claim is submitted. Claims for the type of activity conducted. specific market segments, having a compelling call- submitted after the funds for that period have been 6. Submit claim using the Co-op Web tool fully utilized will not be approved. to-action, and providing a way for customers to http://www.microsoftcoop.com. page 8 has interact or respond. Note: Use of the Certified or Gold Certified Partner more information on the Co-op Web tool. 3. The information provided when submitting a claim logo or Designed for Windows logo by partners not 7. upload, e-mail, fax or post proof of must meet the required deadlines and be accurate. qualified for their use will result in claim denial. performance documents* before the 4. Approval of Market development plans is based Co-op deadline. When submitting proof of on the plan concept. plan approval does not performance by e-mail, fax, or post, include guarantee claim approval. Claims must meet the the claim number in the subject line or Co-op guidelines including the required proof of cover page. performance to be approved. Claim Timing FY H1 Period FY H2 Period and Deadlines (Jul – Dec) (Jan – Jun) MD Plan Activity Activity Co-op claim 31 dec 30 Jun completed by: Account/ Activity validation marketing team Claim and manager concept approval proof of Activity approval performance 15 Feb 15 Aug submission deadline: 16 * Microsoft reserves the right to request original proof of performance documents. You must maintain all original documents for a period of 12 months from the activity date. Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  19. 19. Market development: Quick Reference Co-op Core Requirements (page 4) 1. Prominently displayed Co-op tagline. Market Development 2. Prominently displayed Company name and/or brand and contact information. 3. Minimum 30% Microsoft content in support of the sale of a fully assembled system with preinstalled genuine Microsoft software. Additional Market development guidelines and information regarding optional preapproval is available on page 15. Reimbursement Rate up to 100% of Actual Costs Additional Activity Type Eligibility Reimbursable Expenses Required Proof of Performance Documentation* Requirements Tradeshows, Events, page 18 • Facility fees • Dated event photograph(s) and/or hard copies of printed and Seminars • Event equipment rental materials • Catering (excluding alcohol) • Event agenda • printed promotional materials • presentation deck showing a minimum 30% Microsoft content • Signage and display fees, including development, shipping and setup • invoice(s) • Agency fees • Registration fees for booth display space and attendance Telemarketing page 19 • Call center charges • Copy of script • Summary of results • Number of calls • Successful contacts • invoice(s) Sponsorships page 20 • Sponsorship fees • Dated event tear sheet(s) or photograph(s) and/or hard copies • printed materials of printed materials • Signage and displays • Invoice(s) and/or printed materials supporting the offer • Agency fees offers and page 21 • incentives, offers and giveaways • Sample giveaway item(s), tear sheet(s), dated event 17 incentives • printed materials photograph(s), and/or hard copies of printed materials • Agency fees • invoice(s) • incentives (SpiFFS) • Contest rules and summary of results based on contest metrics Web/Online page 22 • Agency fees • Screen shots and uRL Marketing and • programming and development fees directly related to Co-op eligible • invoice(s) E-commerce content promotional Retail page 23 • Agency fees • photograph(s) display • printed materials • invoice(s) • in-store retail display • permanent signage * Claim forms and proof of performance must be received by the validation team no later than the Co-op deadline stated on the claim form. Microsoft Confidential OEM Cooperative Marketing Fund | System Builders
  20. 20. Activity Requirements: Tradeshows, Events, and Seminars Co-op Core Requirements (page 4) 1. Prominently displayed Co-op tagline. Market Development 2. Prominently displayed Company name and/or brand and contact information. 3. Minimum 30% Microsoft content in support of the sale of a fully assembled system with preinstalled genuine Microsoft software. Additional Market development guidelines and information regarding optional preapproval is available on page 15. Tradeshow and Event Guidelines Allowable Expenses Required Proof of Performance • include a prominently displayed Co-op tagline on Third-party expenses associated with: the booth, banner, table-top signage, display, or • Facility fees demonstrate the Co-op core requirements have event promotional mailing or e-mail message. • Event equipment rental been met by submitting all that apply: • booth and materials must not mislead the audience • Catering (excluding alcohol) □ Dated event photographs and/or copies of that the booth is “sponsored by” or “provided by” • printed promotional materials printed materials Microsoft. • Signage and display fees, including development, □ Event agenda and/or presentation deck shipping, and setup showing a minimum of 30% Microsoft Eligible Activities • Agency fees content • Registration fees for booth □ invoice(s) from third-party vendor including: Tradeshow and event expenses include: • items contracted for delivery • booth signage Best Practices • date delivered • Table-top signage and handouts: • Amount • Large table-top sign • provide giveaways to attract attendees, increase • product sheets participation, and collect customer information. • Sales sheets • Customize your tradeshow or event strategy based • promotional materials on the unique needs of your business. • Event binders Please refer to the Tradeshow and Events • Attendee materials Procedure Guide for more information. • demonstration: use an interactive display to communicate with customers • promotional mailings 18 • Giveaways Microsoft Confidential OEM Cooperative Marketing Fund | System Builders

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