2015 PLUG-ON NEUTRAL
CAPTAIN QO SPRING & SUMMER TRUCK GIVE AWAY PROMOTION
Objectives of 2015 Promotion:o Increase New Customer Conversions and Wallet Share with
Existing Customers
o Continue to Build Awareness and Generate Demand for QO and Homeline Plug-on Neutral and Dual Function Offers
o Capture growth in the residential market – starts at a 7.5 year high
o Take advantage of mid year Premier Growth incentive to stock new QO and Homeline Plug on neutral load centers, CSED and circuit breakers
o Hitting the next level of growth target can significantly increase your mid year payout
PROMOTION THEME and OVERVIEW
Captain QO and Homeline Save the Day!• Centered around Plug on Neutral and delivering value by being faster to
install, easier and cleaner install and delivering safety
Program Overview:• Time: June 1st through October 31st
• Give Away: Four Ford XLT pick-ups (One per SQD sales region)
• How to win: Upload qualifying purchase receipt (limit: one per week for
22 weeks)
• Awarded to the electrical contracting FIRM.
Tools:• Promo kits (2 through out campaign) in limited quantities
• Guide, Selling tools, promotional items
• Email campaign tool: send co-branded email to you customer list
• Square D will NOT receive specific customer information
• Linked to online Captain QO and Homeline comic book series
• EC&M advertising insert
PROGRAM ELEMENTSPersonal URL Email campaign• The Key communication tool for promoting Plug on Neutral & the Truck Give away with
Contractors
• Will allow distributors to send a co-branded email to their contractors highlighting:
• Value of Square D plug on Neutral solution
• Truck give away promotion
• Square D will NOT receive any customer data, and distributors will gain valuable
customer feedback
Promotional Kits• Two different kit that will be deployed in June and July
• June Kit:
• Promotional guide & Homeline stand-up, contest rules & regulations
• Competitive comparisons and counter cards, T-shirts and Truck magnets
• July Kit:
• Point sale load center signs and posters
• Conversation post cards
Promotion• EC&M magazine 4 page advertising insert
Digital Assets• Captain QO and Homeline comic book series : 3 Comic books linked with email
campaign
• Digital graphic assets for websites and etc
PHASE I – Early June PROMOTIONAL CAMPAIGN COMPONENTS
Marketing Tools for the Distributor
E-Campaign
Distributors will be incentivized to use a FREE personalized email service to deliver the contest invitation and rules with their name at the top of the invite template
• (3) Emails total
• Will deploy: June, July and August
• Dual Branded: Each of the (3) emails will Look Like They Came From The Distributor (Dist. name in subject line and header) These emails will each outline a new chapter in the Captain QO Comic book series, as well as promote the F-150 Truck give-away
• On-line, pre-designed template – easy for distributor to fill out (< 5 minutes) and upload their email contact list – goes to a 3rd party vendor, Schneider Electric never sees the list
PUT OUR MARKETING TEAM TO WORK FOR YOU!
WELCOME KIT includes:
PHASE I – Early JunePROMOTIONAL CAMPAIGN COMPONENTS (Welcome Kit)
• Promotion Guide
• Instructions for Launching Truck Give Away
• Official Truck Contest Rules & Regulations
• 6’ Cardboard Homeline Stand-Up Figure• 6” Cardboard Captain QO available for Order if
Distributors do not have already have one at their store
location http://wwww.se-pod.com/CaptainQO
• Targeted distributors will automatically receive promo
kits
• All others may order online (while supplies last)
• Out agency will ensure we do not ship duplicate kits
Clip for holding a custom
message
PHASE I – Early JunePROMOTIONAL CAMPAIGN COMPONENTS (Welcome Kit)
Competitive
Comparison
Handout
(Quantity of 20)
Handout Comparing
QO and HOM Plug-on
Neutral to
Siemens ES & PL Series
GE PowerMark Gold
Eaton CH & BR and
PowerMark Gold
PHASE I – Early JunePROMOTIONAL CAMPAIGN COMPONENTS (Welcome Kit)
Competitive
Comparison
Handout (cont.)
(Quantity of 20)
PHASE I – Early JunePROMOTIONAL CAMPAIGN COMPONENTS (Welcome Kit)
Counter Sales Pitch Card
(Quantity of 20)
5 x 7” Plug-on Neutral
sales pitch reminder
card for counter sales
reps to reference with
customers
PHASE I – Early June CSED Sales Pitch Card
Counter Sales
Pitch Card
(Quantity of 20)
5 x 7” CSED (Semi-
Flush + Surface
Mount sales pitch
reminder card for
counter sales
reps to reference
with customers
PHASE I – Early JunePROMOTIONAL CAMPAIGN COMPONENTS (Welcome Kit)
QO 60th Anniversary Captain QO T-
Shirts
(Quantity 5 – 6 per Kit)• QO was introduced in 1955 and has
continued to evolve in providing the latest,
most cutting edge technology in the
industry
• This year marks the 60th anniversary of QO
• QO stands for “Qwik-Open”
**Instructions on how to order more in
Digital Toolbox
“We Install Square D” Magnet
13” x 13”sample car magnet for
distributors
to order for customers
PHASE I – Early JunePROMOTIONAL CAMPAIGN COMPONENTS (Welcome Kit)
PHASE I – Early JunePROMOTIONAL CAMPAIGN COMPONENTS
Captain QO Comic Book Series
Continuing saga of Captain QO with special guest: Homeline
• (3) new chapters in the life of Captain QO - Captain QO and Homeline’s efforts to safely save contractors time, labor, and cost on installations
• Introduction of Homeline’s new ‘Super Powers’
• All (3) installments will be viewable online
• By turning the QO and Homeline brands into superheroes we actually humanize the brands, building loyalty and affinity towards them for customers. Captain QO and Homeline resonate with contractors by highlighting their on-the-job challenges and issues in a way they can relate to and even smile about
PHASE I – Early JunePROMOTIONAL CAMPAIGN COMPONENTS
Sales Toolkit – Digital Graphic AssetsDigital production files of promotional sales pieces will be available for downloading in the SE box with suggested usages for:
• Captain QO and Homeline Illustration JPGs
• “We Install Square D” Truck Magnet art
• ”We Install Square D” Sticker art
• (1) Animated Plug-on Neutral Digital Banner Ad
• (3) Non-animated Plug-on Neutral Digital Banner Ads
• Digital version of Competitive Cards and Sales Card
• Product Videos
• Instructions for ordering assets & items from RRD & Print on
Demand
ORDERING PHASE I and PHASE II PROMOTION KITS
PHASE I – Early JunePROMOTIONAL CAMPAIGN COMPONENTS (Welcome Kit)
1. Go online to order at CustomPoint RRD Site:https://custompoint.rrd.com/xs2/prelogin?CMPID=3064&&&qwerty=14082209
Go to: Place Order Now Product Line Captain QO Promotion
2. Complete Form: Scan or Email to [email protected] OR
PHASE I – Early JunePROMOTIONAL CAMPAIGN COMPONENTS
Truck Contest Kick-OffSales of Qualifying Products will be incentivized via a sweepstakes drawing that awards each of four winners (1 from each Region) with a Ford F-150 XLT Truck.
General details of the contest:
• Contest begins June 1, 2015
• Ends October 31, 2015
• Must be a licensed electrical contractor firm
• One entry per purchase of QO, Homeline Load Centers and CSEDs – (specific model numbers
to follow)
• All entrants must upload proof of purchase receipt online to be qualified, unless they are
entering via postcard through no purchase necessary option
• Can enter 1X per week up to 22 entries maximum through October 31, 2015
• 1 Ford F-150 XLT Truck awarded to one qualified licensed electrical contracting firm in
drawing in each of 4 Regions (4 total trucks awarded)
• NO cash substitution prize for the truck. Winner must agree to accept responsibility for all
taxes, registration fees & licensing. If not, another winner will be drawn
PHASE II – June / JulyPROMOTIONAL CAMPAIGN COMPONENTS (Welcome Kit)
Phase II of the 2015 Captain QO Spring and Fall Promotion kicks off in
June/July with a second Welcome Kit and contain several Point-of-Sales
and Purchase Promotional items focusing on TRUCK GIVE-A-WAY
• Promotional Guide
• Promotion Launch Instructions
• Official Truck Contest Rules & Regulations
• POINT OF SALE – Load Center Sign
Focus on Truck Prize
• POINT OF SALE – Posters (Featuring Truck)
• Conversation Post Cards for Contractors
5 x 7” card used to promote product
features and benefits as giveaway at counter
days
PHASE II – June / JulyPROMOTIONAL CAMPAIGN COMPONENTS (Welcome Kit)
Phase II will also include the following components:• Captain QO Video
:90 animated video featuring Captain
QO and Homeline that tells the Plug-on
Neutral story in an entertaining,
informative way designed for high
social engagement via YouTube &
embedded product websites
• Captain QO Mascot
Captain QO as a life-size, wearable
mascot available for live appearances
at counter days, sales & customer
appreciation events
• EC&M Advertising Insert
2- page print advertising insert in June
EC&M highlighting Plug-on Neutral
promotion truck contest and how to
enter
The 2015 PLUG-ON CAPTAIN QO SPRING & SUMMER PROMOTION
Let’s make the 2015 Promotion our most successful marketing and sales promotion to
date. It could drive Plug-on Neutral sales and convert new customers unlike any promotion
we’ve done before. But, we need your help and support to make it a huge success.
Join Captain QO and Homeline as Plug-on Neutral superheroes,
and let’s kick off a great 2015 campaign!