MAZDA CO-OP & AD STANDARDS (MCAS) - Dealer.com€¦ · Program Overview Mazda North American Operations (MNAO) is pleased to launch the Mazda Co-op & Ad Standards Program. Mazda believes

1

MAZDA CO-OP & AD STANDARDS

MAZDA CO-OP & AD STANDARDS (MCAS)Spring 2016 V 2.0

DEALER ACKNOWLEDGEMENT

MAZDA NORTH AMERICAN OPERATIONS (MNAO)MAZDA CO-OP & AD STANDARDS (MCAS) PROGRAM

We have read and understand the terms and conditions governing the Mazda Co-op & Ad Standards Program. We understand that our dealership’s advertising must conform to the Mazda Ad Standards, including Website Compliance, to be eligible for Mazda Co-op. We also are aware that all dealer advertising must comply with all federal, state, and local legal requirements. It is the responsibility of dealer management to read, understand, and sign for the MCAS Program materials.

Please sign and return to your District Sales Manager or mail to:

2

Dealership Name Dealer Code

Contact Name

Dealership Address

Contact Phone Number Contact Fax Number

Contact E-mail Address

Signature Date

MNAO, Gulf Region 17220 Katy Freeway, Suite 175 Houston, TX 77094 P: 281-274-1500 F: 281-274-1505

MNAO, Midwest Region One Lincoln Center 18 W 140 Butterfield Rd, Ste 1400 Oakbrook Terrace, IL 60181 P: 630-873-2400 F: 630-873-2443

MNAO, Western Region 1421 Reynolds Ave, 2nd Floor Irvine, CA 92614 P: 949-222-2699 F: 949-222-2502

MNAO, Southeast Region 4601 Touchton Road East, Ste 3100 Jacksonville, FL 32246 P: 904-731-4010 F: 904-419-5883

MNAO, Northeast Region 440 Route 22 East Grand Commons, 2nd Floor Bridgewater, NJ 08807 P: 908-864-9731 F: 908-864-9734

Table of Contents

Program Overview .....................................................................................4 Dealer Website Compliance ..................................................................4 Ad Standards Compliance ....................................................................4 Proof of Performance ..........................................................................4

Accessing the Mazda Co-op & Ad Standards Website ..................................5

Pre-Approval ..............................................................................................5 How to Submit ....................................................................................5

Dealer Website Compliance ........................................................................6 Primary Standards ..............................................................................6 Review Methodology and Process .........................................................6 Dealer Website Compliance Review Schedule .........................................6

Ad Standards Compliance ..........................................................................7 Review Process for Monitoring .............................................................7 Compliance System for Brand Advertising Standards..............................7 Compliance System for Price Advertising Standards ...............................7 Price Advertising Infractions and Compliance Actions ............................7 Reset to Zero Letter ............................................................................8

Proof of Performance ................................................................................8 Program Description ...........................................................................8 Proof of Performance Process ..............................................................8 How to Submit ....................................................................................8 Eligible Media Types ............................................................................9 Ineligible Media Types........................................................................10 Required Documentation ...................................................................10

Appeal Process ........................................................................................12

Ad Standards & Web Compliance ..............................................................13

3


Program Overview Mazda North American Operations (MNAO) is pleased to launch the Mazda Co-op & Ad Standards Program. Mazda believes that dealer advertising plays a vital role in building consideration and driving qualified traffic to your Mazda showrooms and website for the purchase of a new Mazda vehicle. The Mazda Co-op & Ad Standards Program has been developed to promote dealer profitability and customer satisfaction, and to enhance the value of the Mazda brand and Mazda dealership through full disclosure and high ethical standards.

Mazda Co-op funds are comprised of Dealer Marketing Expense Offset (DMEO) funds and Uniform Marketing Assessment (UMA) funds. DMEO is 1.12% of base MSRP for each unit wholesaled. UMA is 1.5% of base MSRP of each unit wholesaled (for DMG dealers this contribution goes to your DMG account).

The 2016 Mazda Co-op & Ad Standards Program includes the current Ad Standards and Compliance Program you’re already familiar with, supplemented with our new Dealer Website Compliance and Proof of Performance Program.

To view your monthly Co-op Funds, go to MX-Connect and select The Mirror (Mazda Business Management System) located in the Business Applications section under the Office tab. Once you have accessed The Mirror, follow these steps: Reports >>Business Management Reports>> Advertising Allowance. Co-op funds can also be viewed in the Web Report System under web report V500446-2. The Web Report System is located in MX-Connect under the Office tab and Business Applications section.

NEW – Dealer Website Compliance

Your website will undergo a review every quarter to ensure it’s compliant in regards to brand standards, vehicle listing accuracy, and other guidelines. Should your website fail to meet any of the compliance standards, your dealership will be given 30 days to make the changes necessary to receive Co-op funds. Dealers also have the option to enroll with one of two preferred website partners who can help ensure your website maintains compliance with Mazda’s Co-op & Ad Standards Program.

Ad Standards Compliance

Throughout the year, the Mazda Co-op & Ad Standards staff will review dealer advertisements to ensure compliance with program requirements. If your advertising conforms to the guidelines, you will receive an email from the staff indicating compliance. If your advertising does not conform to the guidelines, you will receive a notification letter specifying the non-compliance items and applicable enforcement actions. By working with your Regional representative and taking advantage of our free Pre-Approval Process, you can help avoid future compliance issues.

NEW – Proof of Performance

Dealer Sales Performance Index (SPI) scores are evaluated quarterly. Dealers in the bottom 25% SPI and who do not receive a minimum score of 100% will be required to show proof of performance of advertising for the previous quarter.* Co-op funds will not be withheld, but any Co-op funds not spent or not spent on eligible media types will be charged back.

Our Co-op and Advertising partner, Ansira, is available to assist with the submission process.

*Dealers in high domestic markets will be evaluated as a group.

New Dealers

New dealers are not subject to proof of performance requirements for the first 12 months of operation.

4


5

Mazda Co-op & Advertising StandardsSpring 2016 V 1.0

Accessing the Mazda Co-op & Ad Standards WebsiteYou can access the Mazda Co-op & Ad Standards website via MX-Connect. The website is located under the Marketing and Incentives section under the Sales New tab. Once here, click on the “Mazda Co-op & Ad Standards” link.

Pre-ApprovalMazda appreciates your commitment to maintaining a consistent Mazda brand image in your local advertising. Mazda Co-op & Ad Standards Headquarters is a valuable resource designed to give you and those responsible for your creative materials confidence that your advertising is compliant with the Mazda Co-op & Ad Standards Program.

You are strongly encouraged to submit all in-progress advertising for pre-approval to Mazda Co-op & Ad Standards Headquarters to be assured that your local advertising is compliant with the Mazda Ad Standards prior to any media runs. Through the Pre-Approval option, you can save time and money, maintain a consistent message across campaigns, and secure Co-op funds.

How to Submit Your Ads for Pre-Approval

Step 1:

Submit your in-progress advertisements and marketing materials by email, fax or regular/overnight mail to:

Mazda Co-op & Ad Standards Headquarters 2300 Locust Street St. Louis, MO 63103 Telephone: 1-800-944-4439 Fax: 1-866-990-6939 Email: [email protected]

Step 2:

Mazda Co-op & Ad Standards Headquarters consultants will review your ad submission against the Ad Standards within 24 hours of receipt (excluding weekends and holidays). Website reviews require a 5-day turnaround time.

Step 3:

If your in-progress ad or promotional activity complies with the Ad Standards in all respects, you will receive an email with links to your advertisement that has been marked with an “approved” stamp and a letter informing you that the activity has been approved.

If your ad is not in compliance with the Ad Standards, you will receive an email with links to a letter detailing the infractions and their locations. Together, the letter and annotated ad will provide all the information you need to bring your advertisement into compliance.

Step 4:

If your submission is not approved, you may resubmit the item as many times as needed for final approval.


6

Dealer Website ComplianceYour website is often the first stop in your customers’ vehicle buying experience and, in many cases, their first impression of your dealership. It’s critical that your site accurately reflects the Mazda brand while offering your customers the tools and information they need to find the vehicle that fits their lifestyle.

To ensure your website serves as an effective and efficient extension of your sales team, our Dealer Website Compliance partner, Ansira, will review your website four times a year. In order for your dealership to receive your Co-op funds, your website must, at a minimum, be in compliance with the Primary Standards.

Primary Standards

1. Website is the primary dealer website.

2. Mazda brand exclusive.

3. Site does not receive traffic sourced from any other Mazda dealer’s name or intellectual property.

4. Mazda logo is present and conforms to the brand guidelines.

5. Minimum of one Brand Pillar vehicle displayed on homepage.

6. Contact information is visible and correct (for Sales, Service and Parts).

7. Accurate vehicle detail pages.

8. Special offers are displayed and correct.

9. Minimum Required Tools are in place (see section 9 under Dealer Website Compliance).

10. Adobe Dynamic Tag Manager Code placed on homepage (see page 20 for installation instructions).

Review Methodology and Process

• Ansira will review your site quarterly to determine if you qualify for next quarter’s Co-op funds.

• If your dealership fails any of the Primary Standards, you will be notified by email and letter, and you will have 30 days from the date of the letter to correct the issues and resubmit the website for review. If your website is not resubmitted and corrected, Co-op funds will be forfeited for the following quarter.

• If your dealer website is compliant, Co-op funds will be provided as usual.

Q1 and Q2 website reviews will be courtesy periods for dealers. During these courtesy periods, Co-op funds will not be lost if you are non-compliant. See the below schedule for additional calendar details.

You will also have the option to enroll with one of the Mazda’s preferred website partners, Dealer.com/VIN Solutions or CDK Global. Switching from your current provider is not required, but if you would like more information about Mazda’s “preferred” website partners, please visit www.mazdadigitalcertified.com.

Dealer Website Compliance Review Schedule


Q1 (Jan-Mar) Review Dealer Website for Compliance – First Courtesy Period

Q2(April-June) Review Dealer Website for Compliance – Second Courtesy Period

Q3(July-Sept) Review Dealer Website for Compliance to Qualify for Q4 Funds

Q4(Oct-Dec) Review Dealer Website Compliance to Qualify for Q1, 2017 Funds

Q1(Jan-Mar) Review Dealer Website for Compliance to Qualify for Q2, 2017 Funds

2016

2017

7


Ad Standards ComplianceThe Mazda Co-op & Ad Standards staff will review dealer advertisements on an ongoing basis to ensure compliance with program requirements. You can track your monitored advertising via the Mazda Co-op & Ad Standards website. All previous infractions will reset to zero with the new program, starting April 1, 2016.

Review Process for Monitoring

• Dealer advertising is scanned into the program database, reviewed for compliance with the advertising standards, and annotated as appropriate.

• If your advertisement is compliant, Mazda Co-op & Ad Standards Headquarters will send you an email.

• If your advertisement is found to be non-compliant, a notification email and letter communicating the infraction and applicable compliance action will be sent.

Compliance System for Brand Advertising Standards

Marketing and advertising efforts that are non-compliant with Mazda Brand Elements, Vehicle Line Advertising, Mazda Certified Pre-Owned, Brand, and Product Integrity requirements will result in a warning and a consultation from the Region.

Compliance System for Price Advertising Standards

The price advertising for new Mazda vehicles is critical for building, maintaining, preserving, and strengthening the integrity of the Mazda brand. Therefore, dealer compliance with our Price Advertising Standards is essential.

You should understand you are free to advertise in a way that may not comply with these Price Advertising Standards if you so choose, provided such advertising complies with all applicable laws and the Mazda Dealer Agreement. While you can certainly choose to advertise in a way that does not comply with the Mazda Price Advertising Standards, such advertising will be subject to the Infraction and Compliance Process outlined below.

Important Legal Information: Subject to state and federal law, dealer always determines in their absolute discretion the sale price of a vehicle, and nothing in the Mazda Ad Standards is intended to affect your ability to determine vehicle sale price nor impact your ability to post any price for a vehicle on your premises.

Price Advertising Infractions and Compliance Actions


Infraction Compliance Action Probation

Infraction 1 Written warning Start 365 day probation

Infraction 2 Lose 3 months Co-op funds Start 365 day probation

Infraction 3 Loss of additional 3 month Co-op funds Start 365 day probation

Infraction 4 Loss of an additional 6 months Co-op funds Start 365 day probation

Infractions of 5 or more Loss of Co-op funds for 1 year Start 365 day probation

8


Reset to Zero Letter

After 365 days without a violation from the date of the most recent non-compliance letter, a reset letter is sent stating that you have been moved back to a zero status and the probation period has ended. Upon reset, the process begins anew, and you continue to be eligible for monitoring and Compliance Actions for violations of the Price Advertising Standards.

Proof of PerformanceMazda provides Co-op funds for eligible marketing campaigns and strategies so you can maximize the frequency, reach and effectiveness of local advertising. Therefore, dealers participating in the Co-op program must spend 100% of Co-op funds on the purchase of new car, Certified Pre-Owned (CPO), Pre-Paid Maintenance (MPM) or Mazda Extended Confidence (MEC) media. All advertising must be Mazda exclusive. In turn, Mazda will review the expenditures of dealers subject to the proof of performance requirement to validate that funds were spent appropriately through the Proof of Performance Process.

Mazda Co-op funds are comprised of Dealer Marketing Expense Offset (DMEO) funds and Uniform Marketing Assessment (UMA) funds. DMEO is 1.12% of base MSRP for each unit wholesaled. UMA is 1.5% of base MSRP of each unit wholesaled (for DMG dealers this contribution goes to your DMG account).

To view your monthly Co-op Funds, go to MX-Connect and select The Mirror (Mazda Business Management System) located in the Business Applications section under the Office tab. Once you have accessed The Mirror, follow these steps: Reports >>Business Management Reports>> Advertising Allowance. Co-op funds can also be viewed in the Web Report System under web report V500446-2. The Web Report System is located in MX-Connect under the Office tab and Business Applications section.

Proof of Performance Process

Each quarter, Mazda will evaluate dealer SPI scores.* If you are in the bottom 25% of SPI and do not have a minimum SPI score of 100%, you will be notified that you are required to show proof of performance for Co-op advertising spend for the previous quarter and will have 45 days to submit your documentation. If Mazda finds you spent 100% of Co-op funds on eligible media types, you will be notified of your compliance and no further action will be taken. If you underspent or spent your funds on ineligible media, we will inform you that you will be charged back the unspent amount and the amount spent on ineligible media.

*Dealers in high domestic markets will be evaluated as a group.

New Dealers

New dealers are not subject to proof of performance requirement for the first 12 months of operation.


9


Review Schedule Calendar

* Total spending must occur within the quarter (not necessarily the month). For example April, May and June earned funds must all be utilized by June 30th.

Proof of Performance

Reviews

Review Months

Earn Month

Spend Advertising

Required Documents

Due

Proof of Performance Q2, 2016 Review

April, May & June

Advertising Spend

March Wholesales earn April Funds

April, May, June

45 days from July 1, 2016

April Wholesales earn May Funds

May Wholesales earn June Funds


July, August & September

Advertising Spend

June Wholesales earn July Funds

July, August,

September

45 days from October 3, 2016

July Wholesales earn August Funds

August Wholesales earn September Funds


October, November & December

Advertising Spend

September Wholesales earn October Funds

October, November, December

45 days from January 2, 2017

October Wholesales earn November Funds

November Wholesales earn December Funds


January, February & March

Advertising Spend

December Wholesales earn January Funds

January, February,

March

45 days from April 3, 2017

January Wholesales earn February Funds

February Wholesales earn March Funds

How to Submit Proof of Performance

We strongly encourage you to submit all possible documentation electronically (hard-copy direct mail pieces and newspaper tearsheets - if e-tearsheets are not available - must be submitted via mail) as this documentation will not be returned to the dealership.

Email documentation to:

[email protected]

Mail documentation to:

Mazda Co-op & Ad Standards Headquarters 2300 Locust Street • St. Louis, MO 63103 Telephone: 1-800-944-4439

10


Eligible Media Types

The following chart lists the eligible media types your dealership can submit for proof of performance to verify your Co-op funds were spent on local media buys.

Broadcast Radio

TV

Cinema

Internet radio streaming

Pre-roll/online video

Print Newspaper

Magazine

Shopper guides

FSI (Free standing insert)

ValPak or billing inserts

Direct Marketing Direct mail/circulars

Email

Equity Mining/Data Mining

Internet

*Facebook: Paid right rail ads, sponsored posts (image and/or video), amplification of posts*Twitter: Sponsored tweets, sponsored hashtags, amplification of posts*Instagram: sponsored posts, amplification of posts*YouTube: Masthead, banner ad placements, banner types on video, pre-roll

Social media sites*

Website development & maintenance (monthly fee) (any vendor)

SEM

SEO

Banner/display ads

Dealer listings (Autotrader, Edmunds)

eNewletters

Outdoor OOHTransit

Events

*Events/Sponsorships must receive pre-approval. The Event/Sponsorship forms can be found on the MCAS Headquarters website.

Community events for “Mazda Drive for Good” (must receive pre-approval)*

Auto shows

Events - including test drive and/or experiential marketing (must receive pre-approval)*

Mall displays

Sponsorships (must receive pre-approval)*

Mall Display Rent Rental Space

11


Ineligible Media Types

A number of media types, promotional elements and giveaways may not be purchased with Co-op funds. The following lists those items that do not qualify for proof of performance submissions.

Required Documentation

For dealers subject to proof of performance requirements please retain all records of your local media buys. Proof of Performance documentation is specific to the media type, as indicated below. The required documentation must be submitted to the Mazda Co-op & Ad Standards Headquarters within 45 days from the end of the quarter. All Mazda advertising must be Mazda exclusive.

Food/beverages (alcohol or non-alcoholic)

POS materials

Production costs

Creative costs

Leads

Dealership meeting/travel expenses

Event staff

Vehicle leases

Vehicle-related cost (cleaning, transport fees)

Gas, insurance, vehicle damage costs

Staffing charges (bar staff, servers, vehicle experts, gratuity, valet)

Labor (includes delivery and set-up fees)

Giveaways (t-shirts, key chains, water bottles, etc.)

ELIGIBLE MEDIA REQUIRED DOCUMENTATION

Print

Original publisher’s invoice reflecting the ad size, cost and publication dates. Full-page tearsheet(s) or e-tearsheet(s) bearing the publication name and publication date(s) for each ad.

Radio/TV

Station invoice reflecting dates, times, cost of each spot, agency name, and any earned discounts or agency commission.Copy of notarized script, imprinted with ANA stamp, signed by a station official and notary signature.

Cinema Advertising

Station invoice reflecting run dates, run times, cost of each spot (by number or name) and any earned discounts, agency commissions, or production charges. Copy of the notarized script signed by a cinema official and notary.

Internet Radio Streaming

Station invoice reflecting dates, times, cost of each spot, agency name, and any earned discounts or agency commission. Copy of notarized script, imprinted with ANA stamp, signed by a station official and notary.Banner ad (if applicable).

12


ELIGIBLE MEDIA REQUIRED DOCUMENTATION

Pre-Roll

Station invoice reflecting dates, times, cost of each spot, agency name, and any earned discounts or agency commission.Copy of notarized script, imprinted with ANA stamp, signed by a station official and notary.

Direct Mail

Printer’s invoice reflecting quantity and itemized costs (printing, fulfillment and mailing).Postal receipts (e.g., USPS, UPS, FedEx, etc.) reflecting quantity mailed and mailing cost.Direct mail piece (original or copy).

Email Blasts Itemized invoice from vendor.A screenshot of the e-mail blast.

Social Media Itemized invoice from vendor.Screenshot of advertisement “in page”.

Website Development & Maintenance Invoice.

Search Engine Marketing & Search Engine Optimization

Invoice from the search engine company reflecting the costs incurred. Complete list of the keywords for SEO and complete list of keywords purchased on the search engine for SEM. Screenshot of the search engine site showing a successful search using one of the keywords.

Banner/Display AdsInvoice reflecting media cost of banner advertisement and/or campaign, run dates, campaign description, and any earned discounts or agency commissions.

Dealer Listings (Autotrader, Edmunds)Itemized invoice from vendor. Inventory Report. Screenshot of the Internet listing “in page”.

eNewletters Itemized invoice from vendor. Screenshot of newsletter.

Outdoor (Billboard & Transit), Mall Displays

Invoice reflecting the location, number of billboards/displays, posting dates, and costs.Photography of billboard (installed/electronic), transit or vehicle display.

Events & Sponsorships

Itemized invoice(s) from vendor(s) reflecting the dates and itemized cost for all goods and services being claimed. Photographs of the event or sponsorship.The “Approved” Event /Sponsorship Pre-Approval form from Mazda Co-op & Ad Standards Headquarters.

Auto ShowsItemized invoice(s) from vendor(s) reflecting the dates and itemized cost for all goods and services being claimed. Photographs of the event or sponsorship.

Equity Mining Media or Data Mining Invoice.

Required Documentation continued

13


Appeal Process

You will have an opportunity to appeal any infraction within 30 days of the notification letter. To submit an appeal, access the MCAS website and download the Appeal Form. You will receive notification via e-mail once a decision has been made. Please allow up to 30 days for review of your appeal sent. All appeal decisions are final and may not be further appealed. If your appeal is approved, your infraction will be reversed and processed according to the exception granted. If your appeal is declined, no further recourse is provided.

Contact Information

Mazda Co-op & Ad Standards Headquarters 2300 Locust Street, St. Louis, MO 63103 Telephone: 1-800-944-4439 Fax: 1-866-990-6939 Email: [email protected]

14


1 - MAZDA BRAND ELEMENTS

This section outlines the correct usage of all elements surrounding the Mazda brand, including our logo, vehicle lineup and brand taglines. All Mazda advertising must follow these standards.

Mazda Brand Mark Logo:

1a. The Mazda logo must be used once and be placed prominently in the ad. The Mazda Brand Mark logo is made up of two elements: the Brand Symbol and the Corporate Script. The two elements are fixed, and their relative sizes and spacing may never be changed. The logo must be used in its original form and should not be altered in any way. Logos can be downloaded directly from Mazda’s M-Drive available to dealers through MX-Connect (dealers.mazdausa.com). Any previous versions of the Mazda Brand Mark or Mazda Dynamic Wing logo will not be accepted.

1b. Radio advertising must mention “Mazda” with the dealership name when advertising Mazda products.

1c. The full color Mazda Brand Mark is the preferred logo version. It is acceptable to use the grayscale version when a limited number of colors are available or when full-color reproduction is difficult. The vertical version is preferred. The horizontal Mazda Brand Mark may only be used when it is difficult to use the vertical Mazda Brand Mark due to space limitations.

1d. The Mazda Brand Mark logo must be displayed in one of the 4 (four) approved locations in print advertising only: at the top or bottom of the page and aligned to the right or left of the page.

1e. The Mazda logo or any of its components may not appear as a lockup to the dealer name or dealer logo.

1f. For maximum impact and clarity, clear space equal to at least 50% the length of the Mazda logo must be maintained around the Mazda logo, and no other text or graphics can appear in this area. The Mazda logo may not be displayed less than 10mm wide. When displaying the Mazda Brand Mark in websites, web banners, and other digital media, clear space equal to at least 20% of the length of the Mazda logo must be maintained.

Ad Standards & Web Compliance

Brand Symbol

Vertical Full Color (preferred) Grayscale

Horizontal (Limited Use)

Corporate Script


a .5a

.5a

.5a

.5a

a .2a

.2a

.2a

.2a

For Digital Use

15


Brand Slogan: Zoom-Zoom

1g. Advertising featuring the Zoom-Zoom logo must use only assets made available by Mazda through MX-Connect (dealers.mazdausa.com) or M-Drive (mazdamdrive.com). The logo must be used in its original form and should not be altered in any way. Other uses are not permitted and unauthorized versions of the word “Zoom” are not permitted.

1h. For maximum impact and clarity, clear space must equal 25% the length of the Zoom-Zoom logo. No copy, logo or image may appear within this area. As the Mazda Brand Slogan, the Zoom-Zoom logo must always be displayed with the Mazda logo. When displaying the Zoom-Zoom logo in websites, web banners, and other media, clear space equal to at least 10% of the length of the Zoom-Zoom logo must be maintained.

1i. The Zoom-Zoom logo may not be displayed with a width smaller than 20mm. When displaying the Zoom-Zoom logo in websites, web banners, and other digital media, the minimum size may not be smaller than 60 pixels.

Driving Matters

1j. The phrase “Driving Matters®” cannot be used without advanced approval by MNAO marketing.

1k. The phrase “Driving Matters®” is registered. Always use the registered symbol (®) whenever “Driving Matters®” is used.

SKYACTIV® TECHNOLOGY

1l. The SKYACTIV® TECHNOLOGY logo should only be used in the brand colors provided by Mazda on M-Drive and should not be altered in any way (no cropping, stretching, color changing).

1m. The SKYACTIV® TECHNOLOGY vehicle badge cannot be used in any advertisements or communications unless it is attached to the vehicle in an image downloaded from M-Drive.

1n. When referencing in any communication text, use the entire “SKYACTIV® TECHNOLOGY” phrase. Both words should always appear in upper case (SKYACTIV® TECHNOLOGY). Never use “SKYACTIV®” alone. It should always be part of “SKYACTIV® TECHNOLOGY” or part of a word combination, such as the examples below:

• “SKYACTIV®-G”, referring to the gasoline engine

• “SKYACTIV®-Drive”, referring to the automatic transmission

• “SKYACTIV®-MT”, referring to the manual transmission

The SKYACTIV® TECHNOLOGY logo may not be modified from its current design (unless it is used in a sentence); i.e. – The Mazda6 with SKYACTIV® TECHNOLOGY.

1o. The word “SKYACTIV®” is trademarked. Always use the registered trademark symbol (®) whenever “SKYACTIV®” is used.

b.25b

.1b .1b

.1b

.1b

.25b

.25b

.25b

b

For Digital Use

For Digital Use60 pixels20 mm


• “SKYACTIV®-Body”, referring to the body

• “SKYACTIV®-Chassis”, referring to the chassis

16


i-ACTIV AWD®

1p. The word “i-ACTIV AWD®” must be used in Mazda font.

1q. The word “i-ACTIV AWD®” is trademarked. Always use the registered symbol (®) whenever “i-ACTIV AWD®” is used.

i-ACTIVSENSE®

1r. The word “i-ACTIVSENSE®” must be used in Mazda font.

1s. The word “i-ACTIVSENSE®” is trademarked. Always use the registered trademark symbol (®) whenever “i-ACTIVSENSE®” is used.

MAZDA CONNECT™

1t. The word “MAZDA CONNECT™” must be used in Mazda font.

1u. The word “MAZDA CONNECT™” is trademarked. Always use the registered trademark symbol ™ whenever “MAZDA CONNECT™” is used.

2 - VEHICLE LINE ADVERTISING

2a. The vehicle image and description must be consistent with the model and model year advertised. Approved vehicles are available on M-Drive (mazdamdrive.com). (Example: A 2016 Mazda6 i Sport must be identified as the correct year with a correct photo).

2b. Vehicle lines beginning with “Mazda” followed by a number must use only an uppercase “M” and must not have a space before the number (Example: Mazda3).

2c. For other vehicle lines (CX, MX), a space must follow the word “Mazda” and a hyphen must precede the number (Example: Mazda CX-9).

2d. When requested by Mazda/Regional management, dealer advertising must include corporate approved campaign, sales event and award logos across all media types (excluding billboards) during specified time periods.

3 - MAZDA CERTIFIED PRE-OWNED

3a. Advertising for Mazda Certified Pre-Owned vehicles must include the words “Mazda Certified Pre-Owned” or the Mazda Certified Pre-Owned logos (see below). Using the terms “CPO” and “Certified Program” are prohibited.

3b. New Mazda vehicles must be separated in print ads by a solid, uninterrupted box or line from Mazda Certified Pre-Owned or used vehicles.

3c. The Certified Pre-Owned logo should always be placed on a solid background (no patterns) and be legible.

CERTIFIEDPRE-OWNED

CERTIFIEDPRE-OWNED

CERTIFIEDPRE-OWNED

CERTIFIEDPRE-OWNED

17


4 - BRAND AND PRODUCT INTEGRITY

4a. Advertising must not include any form of distressed language. The following terms in any of their forms or any phrases with similar meanings are examples of what cannot be used:

• “liquidate” • “overstocked”

• “employee pricing” • “closeout”

• “supplier pricing” • “red tag sale”

• “S-Plan” • “buy one, get one (BOGO)”

4b. The words “cost,” “factory,” and “invoice” or any of their variations are not permitted unless appearing in a financial cost equation as required by state law or as part of a vehicle description (Example: “factory warranty” or “factory-installed accessory”).

4c. Advertising must not state or imply that any dealer has favored status or preferential standing to sell a new Mazda vehicle in comparison to any other Mazda dealer.

4d. Disparaging or negative comparisons to another Mazda dealer must not appear in any advertising.

4e. The following terms in any of their forms and any phrases with similar meanings cannot be used: “meet,” “beat,” “match,” “special allocation,” “special pricing”, “special test marketing,” “member pricing,” “special allowance,” “special program,” or “special discount.”

4f. Superlatives such as “biggest,” “newest,” “best,” “largest,” “#1,” and other similar phrases must not be used unless true and correct, and can be substantiated. Substantiation is the dealer’s responsibility and must include the source and source year based on the previous calendar year. Mazda reserves the right to request substantiation.

4g. President’s Club and Gold Cup logos and language may only be used by dealers in current standing.

4h. Advertising Mazda products must not harm the goodwill and reputation of Mazda and must not include any political, racial, religious, and/or sexual overtones.

4i. When advertising three or fewer vehicles at one price, the vehicle description, VIN and/or stock number for each vehicle must be disclosed in the body of the ad.

4j. Competitive brands must be separated in print advertising by a solid, uninterrupted line or box. The names of other manufacturers must not appear within the Mazda portion of the advertisement unless a direct comparison is being made with a competitive manufacturer and/or vehicle line.

5 - PRICE ADVERTISING AND COMPLIANCE PROGRAM

5a. All Price Advertising on all new Mazda vehicles must be at or above the Minimum Allowable Advertised Price (MAAP) for each new Mazda vehicle. The MAAP is Dealer Invoice plus the delivery and destination (D&D) charges less any available, unrestricted consumer-facing incentives available to all buyers, (i.e. Customer Cash incentives). Any price advertised on any new Mazda vehicle below the MAAP is not permitted. For example, the current dealer invoice for a 2016 Model Year Mazda6 i Sport, Automatic Transmission is $21,842 plus a D&D charge of $835. As such, this model may not be advertised below $22,677.

5b. All Lease Advertising on all new Mazda vehicles must adhere to the Lease Advertising standards communicated monthly. Any lease payment advertised on any new Mazda vehicle that is below the lowest allowable advertised base lease payment specified is not permitted.

5c. Stackable incentives that are not available to all buyers must not be deducted from the final price (i.e. College Graduation Rebate, Military Rebate).

• “clearance”

• “blowout”

• “fleet pricing”

18


6 - DEALER WEBSITE STANDARDS

All dealers need to be compliant with the Primary Standards in order to receive Co-op funds. The Primary Standards are shaded in gray.

7 - APPEARANCE/BRANDING

7a. Dealer’s primary website must be exclusive to the Mazda brand and not display and/or promote other OEM manufacturers within dealer’s URL address and/or the homepage and other pages (i.e. vehicle images, links, brand logos, banners ads) with the exception of dealer’s Used Vehicle Inventory page. Dealers that are part of a larger dealer group must also have a separate, exclusive Mazda website.

7b. Dealer’s primary website must include the preferred vertical Mazda logo on the homepage as well as other pages where relevant (main navigation). The logo must be used in its original form and should not be altered in any way. The minimum size may not be smaller than 45 pixels wide. The Mazda logo must adhere to the digital clear space equal to at least 20% of the length of the Mazda logo must be maintained. Mazda Logos can be downloaded directly from Mazda’s M-Drive available to dealers through MXConnect (dealers.mazdausa.com).

7c. Dealer’s primary website must include the dealership’s name and logo or just the dealership’s name if the logo is not available prominently on the homepage as well as other pages where relevant (main navigation).

7d. Dealer’s primary website must include at least one current Mazda vehicle on the main homepage banner display; (e.g. Mazda3, Mazda6, Mazda CX-3, Mazda CX-5, Mazda CX-9, and Mazda MX-5 Miata) where exceptions include promotional periods such as Drive for Good, Seasonal Sales Events and new vehicle product launches. Other exceptions include where Dealer is a participating Retail Evolution store, an image of dealer’s facility may comply.

8 - SITE FUNCTIONALITY

8a. Dealer’s primary website must not receive any traffic sourced from any media efforts (SEM, display, etc.) that utilize or display another Mazda dealer’s name, intellectual property or keywords. When bidding on keywords, adjust your “negative keywords” to include other competing Mazda Dealers name(s).

8b. Dealer’s primary website must be optimized for mobile/tablet capability.

8c. Dealer’s primary website must be free of broken/dead links and non-functioning images.

8d. Dealer’s primary website must include the Adobe Dynamic Tag Manager added to the homepage only for reporting and analytics; tagging will not be used for any retargeting purposes. Please see Exhibit A on page 19 for more Adobe Dynamic Tag Manager information and installation instructions.

a .2a.2a

For Digital Use

.2a

.2a

45 pixels wide or more

19


9 - REQUIRED TOOLS

9a. Dealer’s primary website must include an Inventory Search tool (e.g. homepage, navigation tabs, vehicle detail page, etc.).

9b. Dealer’s primary website must include a Request a Quote and/or Contact Dealer form (e.g. homepage, navigation tabs, vehicle detail page, etc.).

9c. Dealer’s Parts/Service landing page must include the Mazda Service Scheduler as powered by X-Time or otherwise link to an Appointment Scheduler tool where minimum requirements for on-line scheduling include:

• Ability to pick Model and Year

• Ability to select Date and Time for service

• System should show shop availability – what time slots are open for service

• Ability for customer to select service(s) needed. (e.g. 15K Service, Oil Change, etc.) Service selection should be Mazda Recommended (Schedule 1, Schedule 2) at minimum; Dealer can have their own but Mazda Recommended should always be present

• Ability to select alternate transportation – if dealer provides (Shuttle, Courtesy Vehicle, Rental)

• Confirmation email and reminder email capability

• Schedule Service Icon on dealer home page (preferred) or Service page

• Customer information collection – First, Last Name, email, and phone

10 - WEBSITE CONTENT - NEW/USED/CPO

10a. Dealer’s primary website must provide a clear path for customers to view New/Used/CPO vehicle inventory from the homepage navigation.

10b. Dealer’s primary website must prominently display a phone number contact for each department (Sales/Service & Parts) where the exception is Dealer may display a single phone number for all departments if Call Tracking numbers are being used. Website must clearly display hours of operation and dealership address on the homepage. For mobile/tablet website functionality, phone number(s) must display as “click to call” and must include click for driving directions; where maximum number of clicks for each is not to exceed two (2).

10c. Dealer’s Vehicle Detail Pages (VDPs) must include accurate vehicle descriptions for all inventory listings (i.e. images, model, trim, color, etc.). Vehicle images must display actual photo(s) and/or studio images with a white background for vehicle listed; no scenic images. Minimum 1 (one) interior and 1 (one) exterior photo(s) for all vehicle descriptions. See M-Drive for available Mazda approved stock photos.

10d. Dealer’s primary website must have a dedicated landing page exclusive for Mazda CPO and not display and/or promote other OEM manufacturers (e.g. vehicle images, links, brand logos, banners ads).

10e. Dealer’s CPO landing pages must display current Mazda CPO logo(s) for Mazda Certified Pre-Owned on the main landing page as well as throughout the Mazda CPO pages.

10f. Dealer’s CPO Inventory Search Results Page and Vehicle Details Pages must list price and vehicle mileage.

10g. Dealer’s CPO Vehicle Detail Page must provide a reference link to a vehicle history report of the vehicle being described (e.g. AutoCheck, CARFAX, etc.).

20


10h. Dealer’s CPO landing page must include the key elements of Mazda’s Certified Pre-Owned Program. See M-Drive for assets to enhance your CPO landing page. Key elements are listed below and available on M-Drive for download.

• 7-YEAR/100,000-MILE LIMITED POWERTRAIN WARRANTY

• 12-MONTH/12,000-MILE LIMITED VEHICLE WARRANTY

• ZERO DEDUCTIBLE ON COVERED REPAIRS

• 24-HOUR EMERGENCY ROADSIDE ASSISTANCE

• 150-POINT DETAILED INSPECTION

• AUTOCHECK® VEHICLE HISTORY REPORT WITH 3-YEAR BUYBACK

• AVAILABLE EXTENDED COVERAGE

• TRANSFER BENEFITS

• COMPLIMENTARY 3-MONTH SIRIUSXM TRIAL ON EQUIPPED VEHICLES

11 - WEBSITE CONTENT - SPECIAL OFFERS

11a. Dealer’s primary website must provide a clear path to view Special Offers and Incentives from the homepage navigation.

11b. Dealer’s primary website must display up-to-date Offers and/or Incentives consistent with offer period. Where dealer does not have special offers, Mazda’s manufacturer offers should be displayed.

12 - WEBSITE CONTENT - PARTS & SERVICE

12a. Dealer’s primary website must provide a clear path for customers to view Parts/Service from the homepage navigation.

12b. Dealer’s primary website must have a dedicated landing page for a Parts/Service experience that is exclusive to the Mazda brand.

PROGRAM DISCLOSURE:

Mazda reserves the right, in its sole and absolute discretion, to amend, modify or terminate, in whole or in part, the Mazda Co-op & Ad Standards Program (“MCAS”) and/or its related policies, at any time for any or no reason with no liability whatsoever to any dealer, and dealer will not make any claim to Mazda for anticipated benefits or lost opportunity under any amended, modified or terminated MCAS and/or its related policies. Should Mazda be prohibited by any federal, state or local law, rule or regulation or a determination by any judicial or administrative body from continuing the MCAS or any related policies in any or all state(s), the MCAS shall automatically terminate as of the effective date of such prohibition and Mazda shall have no liability whatsoever to any dealer in the state(s) where MCAS has been terminated.

21


Exhibit A: Adobe Tag Manager

Purpose of Tagging Mazda Dealer Sites

Tagging Mazda Dealer sites will enable MNAO to understand the interplay between the different tiered experiences for customers, such as how many visitors visit tier 1 and tier 3 sites and how often they may navigate between the two. These tags will not be used for any targeting purposes.

Dealers will also have access to reports for their sites through dashboards that will be built by Trilogy. These reports will include high level metrics, such as: visits, visitors, breakouts by device type, time spent, bounce rate and referring domains.

Dealer’s primary website must include the Adobe Dynamic Tag Manager added to the homepage only for reporting and analytics; tagging will not be used for any retargeting purposes. Please see Exhibit A on page 19 for more Adobe Dynamic Tag Manager information and installation instructions.

Adobe Dynamic Tag Management Installation

To install dynamic tag management on your site, you will need to install both the header and footer code. Follow the instructions for each to get up and tracking in no time. Be sure to publish your library at least once before installing embed code in your production environment.

Step 1: Header Code: To install dynamic tag management on your site, insert the following code into the <head> of the home page of your site, ideally before other scripts in this section.

<script src=”//assets.adobedtm.com/0b1a9905a3bfe56ba99f4bcd3560048b3d9faf5f/satelliteLib-c10efd f3c67e2362e5ed298209b21d06f4df962c.js”></script>

Step 2: Footer Code: For dynamic tag management to function properly, insert the following code just before the closing </body> tag of the home page of your site.

<script type=”text/javascript”>_satellite.pageBottom();</script>

Why does dynamic tag management have two parts?

Dynamic tag management allows you to precisely time the loading of javascript and page content in your page. You can choose to run rules at the beginning or end of a page. This allows you to implement testing tools and other technologies, while retaining full control over tracking your pages.