Link marketing guide
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LINK™ Marketing Guide. Click to edit Master title style. Click to edit Master text styles Second level Third level Fourth level Fifth level. Table of Contents Link ™ Marketing Segments Link™ Marketing Overview Alliance Marketing Messages Accessing LINK™ Marketing Website

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Link marketing guide

LINK™ Marketing Guide

Click to edit Master title style

  • Click to edit Master text styles

    • Second level

      • Third level

        • Fourth level

          • Fifth level

Table of Contents

Link™ Marketing Segments

  • Link™ Marketing Overview

  • Alliance Marketing Messages

  • Accessing LINK™ Marketing Website

  • LINK™ Marketing Website Level 1

  • LINK™ Marketing Website Level 2

  • Best practice for building awareness with Insurance Agents

  • Link™ Marketing review exercise

Performance Alliance

  • Return to Main Presentation Menu

Version 7.0 Edited 04 06 04

1


Link marketing overview

LINK Marketing Overview

  • Table of Contents

  • These presentation segments will give you the tools and information needed to Implement LINK™ Marketing tools with Performance Alliance collision repair facilities in your market areas.

  • DuPont Performance Alliance LINK™ Marketing helps repair facilities tell their story with communication tools that build relationships with consumers and insurers alike.

    • LINK Marketing includes brochures, print ads, billboards, public relations tools, and point-of-sale resources, all created with Performance Alliance members in mind.

    • Fully customizable, LINK Marketing materials give your shops the opportunity to let the world know just how good they are.

Back

Next


Link marketing levels

LINK Marketing Levels

  • LINK Marketing has 2 levels of access

    • Each level has various tools to assist the repair facility in marketing their company

  • Table of Contents

  • Level 1

  • Cost – No Charge

  • Access - All Alliance Members

  • Tools available

    • Press Releases

    • Insurance Marketing Letter Templates

    • Identity Branding Library

    • Marketing Calendar

    • Purchase Logo Wearable items

    • View access to customizable materials

  • All Performance Alliance members currently have access to this segment of LINK Marketing

  • Level 2

  • Cost - $295.00 per year

  • Access - Certified Members Only

  • Tools available

    • Customized Marketing Plan

    • Unlimited Digital Production Files - Customizable

      • Billboard

      • Bus Sides

      • Yellow Pages

      • News Paper Ads

    • Customized Print Collateral

    • Signage Proofing by BG

  • This segment of LINK Marketing will be available in April of 2004

Back

Next


Link marketing level 1 tools

LINK Marketing – Level 1 Tools

  • Table of Contents

  • Public Relations

    • Repair Facility joins DuPont Performance Alliance

    • Paint Repair Certification Performance Alliance

    • Insurance & Claims Certification Performance Alliance

    • Insurer Press Releases

  • Signage and Point-of-Sale

    • Banner and Posters

  • Marketing Merchandise

    • Wearables - Polo Shirts, Dress Shirts, Jackets

Back

Next


Link marketing level 2 tools

LINK Marketing - Level 2 Tools

  • Table of Contents

  • LINK Marketing level 2 includes all LINK level 1 items plus

  • Insurance Communications

    • Insurer’s Brochure

    • Repair Facility Implements Performance Feedback Letter

    • Repair Facility becomes Certified member of Alliance Letter

    • Postcard - Insurer Thank You

  • Consumer Communications

    • Print- Magazine Ads, Newspaper Ads, Yellow Pages Ads

    • Outdoor- Billboards, Bus Posters

    • Collateral - Body Shop Overview, DuPont Performance Alliance Overview, Postcards, Rearview Mirror Hangtag, Repair Process Brochure

  • Identity & Forms

    • Estimate Jacket

    • Identity - Business Cards, Envelopes, Letterhead

    • Forms - Customer Care Checklist, Damage Assessment Form, Unscheduled Sales Follow-Up Sheet

Back

Next


Link marketing process overview

LINK Marketing – Process Overview

  • Table of Contents

  • Process for getting a shop started with LINK™

    • Level 1 - Included with Performance Alliance member contract

      • Shop is automatically given access to level 1 when joining the Performance Alliance

      • Training the shop on level 1 is DPC/Jobber responsibility, CTQ is not involved with LINK

    • Level 2 – Requires phase 1 certification of Performance Alliance

      • Retrieve LINK user agreement from Lotus Notes or DPC Portal

      • Complete 2 copies of the agreement

      • Collect payment (295.00 per year)

      • Fax one copy to CTQ and leave one copy with the shop

      • Mail the agreement and check to CTQ

      • Conduct training

Back

End Segment


Link marketing messages

LINK Marketing Messages

  • Table of Contents

The following marketing messages have been developed to “brand” the DuPont Performance Alliance repair facilities

We make the repair a 3-step process

Drop off. Relax. Pick up.

From now on, you'll trust a body shop because you can. Not because you have to.

You could take your car somewhere else. But you've already had one accident

These marketing messages are available in LINK Marketing level 2 and can be customized by the repair facility in several different advertising formats

Back

Next


Billboard campaign

Billboard Campaign

  • Table of Contents

Back

Next


Newspaper advertisements

Newspaper Advertisements

  • Table of Contents

Back

End Segment


Logging in

Logging In

  • Table of Contents

Go to www.performancecoatings.dupont.com

Enter your “Member Login”

Next enter your “Password”

Demo Log-ins

Level 1 - alliance1

demo

Level 2 - linktest

linktest

Now click on “GO” to enter the DuPont Performance Coatings web site

Member login

Sample

If you have not already registered click on “REGISTER” to complete your web site registration

Back

Next


Performance alliance access

Performance Alliance Access

  • Table of Contents

This screen is what a Performance Alliance registered user will have

Clicking on the “members click here” key chain will access all Performance Alliance program information

Back

Next


Link marketing access

LINK Marketing - Access

  • Table of Contents

Click on “Marketing” to access LINK Marketing tools. This action will open a new page

Back

Next


Link level 1

LINK™ Level 1

  • Table of Contents

  • These presentation segments will give you the tools and information needed to Implement LINK™ Level 1 with Performance Alliance collision repair facilities in your market areas

    • Marketing Calendar

    • Communications Catalog

    • Identity Library

    • Checkout - Downloading Items

    • LINK™ Level 2

Main Menu


Marketing calendar

Marketing Calendar

  • Table of Contents

Click on the “Marketing Calendar” tab to access and view the DuPont Performance Alliance advertising schedule

Back

Next


Marketing calendar1

Marketing Calendar

  • Table of Contents

Click here to view “Advertising to Insurance Industry Professionals” Schedule and Samples

Back

Next


Marketing calendar2

Marketing Calendar

  • Table of Contents

Click on “Samples” to view advertisement examples

Or you can click on “Schedule” to view upcoming Performance Alliance Advertising publications and dates

Back

End Segment


Communications catalog overview

Communications Catalog - Overview

  • Table of Contents

  • LINK Level 1

    • Repair Facility has the ability to viewall components in the consumer communications catalog

    • Repair Facility does have access to:

      • Consumer Communications > Public Relations

        • 3 Press Releases

      • Insurance Communications > Collateral

        • A Series 5 Insurance Marketing Letters

      • Marketing Merchandise > Wearables

        • Purchase Apparel

      • Identity & Forms > Forms

        • Customer care checklist

        • Unscheduled sales form

        • Damage assessment form

Back

Next


Communications catalog type

Communications Catalog - Type

  • Table of Contents

Click on the “Communications Catalog” tab

Then choose the type of communication you want to view and click on it to select

Next click on the drop down arrow in “Choose Communication Type” to view a list of communication types

Back

Next


Communications catalog selecting

Communications Catalog – Selecting

  • Table of Contents

Now click on “GO” to view information within the selected category

Back

Next


Communications catalog category

Communications Catalog - Category

  • Table of Contents

You now can choose the category you want to view for the selected communication type.

Select a category and click on “GO” to view information within the selected category

Back

Next


Communications catalog view items

Communications Catalog–View Items

  • Table of Contents

This screen will show all of the items available within the selected category for the communication type

To view in more detail click in the item or document

Back

End Segment


Communications catalog add to cart

Communications Catalog-Add to Cart

  • Table of Contents

Now you can see a description of the selected item and download it for your company’s use

To enlarge the item click on “view larger”

To select an item to download click on “add to cart”

Back

Next


Communications catalog check out

Communications Catalog–Check Out

  • Table of Contents

To check out and download item click on “check out”

To add more items to the cart click on “back to shopping”

Back

Next


Communications catalog finish

Communications Catalog-Finish

  • Table of Contents

To download a document select “Download from site”

Now click on “Finish”

Be sure to wait for a confirmation to appear that the download is processed

Back

Next


Communications catalog download

Communications Catalog-Download

  • Table of Contents

The gray area is the order confirmation.

Now click on the “blue hyperlink text” to load the document your local computer system

Back

Next


Communications catalog save local

Communications Catalog–Save Local

  • Table of Contents

After the document loads and opens be sure and click on “File” then “Save As” to select a folder to place the document into on your local computer system

Back

End Segment


Identity library

Identity Library

  • Table of Contents

To view Performance Alliance Brand standards click “Identity Standards”

Select the “Identity Library” tab to view information and items about DuPont Performance Alliance Brand recognition

To download Performance Alliance Logos click “Art Files”

Back

Next


Identity library1

Identity Library

  • Table of Contents

The Art Files area contain formatted DuPont Performance Alliance logos in various file types

To download a logo choose the file format you need and click on the “blue hyperlink text.” Then save the logo to a file on your local system

Back

End Segment


Link level 2

LINK™ Level 2

  • Table of Contents

  • These presentation segments will give you the tools and information needed to Implement LINK™ Level 2 with Performance Alliance collision repair facilities in your market areas

    • Create a Customized Marketing Plan

    • Marketing Best Practices

    • Customizing Materials

    • Checkout - Downloading Items

    • Process for Submitting a Shop Logo

Main Menu


Marketing planning

Marketing Planning

  • Table of Contents

Select the “Marketing Planning” tab to view information and items about DuPont Performance Alliance Brand Marketing

Back

Next


Marketing plan purchase experience

Marketing Plan–Purchase Experience

  • Table of Contents

To start creating your repair facilities marketing plan click on “Purchase Experience”

Back

Next


Marketing plan create

Marketing Plan - Create

  • Table of Contents

Next click on “Create Customized Plan” to access and start reviewing the marketing plan options

Back

Next


Marketing plan select

Marketing Plan - Select

  • Table of Contents

Use the navigation bar to scroll down and review the complete Marketing Plan

De-select components from the list you do NOT want in your plan

Back

Next


Marketing plan generate report

Marketing Plan – Generate Report

  • Table of Contents

Complete de-selection of components from the list you do NOT want in your plan as you scroll down.

When completed with selections click on “generate report”

Back

Next


Marketing plan review

Marketing Plan - Review

  • Table of Contents

Scroll Down to review the complete Marketing Plan

Back

Next


Marketing plan print

Marketing Plan - Print

  • Table of Contents

To order components click on the blue hyperlink text of the item you want to select

To print a copy of the Marketing Plan click on “print”

Back

End Segment


Marketing best practices access

Marketing Best Practices - Access

  • Table of Contents

To review recommended procedures for Marketing, in the Marketing Planning tab click on “Marketing Best Practices”

Back

Next


Marketing best practices review

Marketing Best Practices - Review

  • Table of Contents

Use the navigation bar to scroll down and review the complete Marketing Best Practices document

Back

Next


Marketing best practices create plan

Marketing Best Practices–Create Plan

  • Table of Contents

To create a marketing plan click on “a step-by-step plan.” This will take you to the Marketing Plan section

Back

End Segment


Customizing components type

Customizing Components - Type

  • Table of Contents

Click on the “Communications Catalog” tab

Then choose the type of communication you want to view and click on it to select

Next click on the drop down arrow in “Choose Communication Type” to view a list of communication types

Back

Next


Customizing components selecting

Customizing Components - Selecting

  • Table of Contents

Now click on “GO” to view information within the selected category

Back

Next


Customizing components category

Customizing Components - Category

  • Table of Contents

You now can choose the category you want to view for the selected communication type.

Select a category and click on “GO” to view information within the selected category

Back

Next


Customizing components view items

Customizing Components–View Items

  • Table of Contents

This screen will show all of the items available within the selected category for the communication type

To view in more detail click in the item or document

Back

Next


Customizing components review

Customizing Components - Review

  • Table of Contents

Now you can see a description of the selected item and customize it for your company’s use

Use the navigation bar to scroll down and view the complete item

To enlarge the item click on “view larger”

Back

Next


Customizing components edits

Customizing Components - Edits

  • Table of Contents

Type customized information here – up to 250 characters

Choose logo type - Color or Black & White

Choose Quantity

After completing customizations click “add to cart”

Back

End Segment


Customizing components check out

Customizing Components–Check Out

  • Table of Contents

To check out and download item click on “check out”

To add more items to the cart click on “back to shopping”

Back

Next


Customizing components order

Customizing Components - Order

  • Table of Contents

Choose where you want the customized materials sent

Then click on “Finish” to place order

Back

End Segment


Link logo submission

LINK™ Level 2

LINK™ Logo Submission

  • Table of Contents

  • Send electronic logo files to: [email protected]

  • Or sent it on disk to:PRINT-TECHc/o Performance Alliance3678 Kinsman Blvd.Madison, WI 53704Phone 800-682-7746

  • Check site for required logo formats (Your Acct.)

  • B&W & Color

End Segment


Best practice

Best Practice

  • Table of Contents

  • Best Practices for building awareness with Insurance Agents

    • Insurance agents are an excellent source of workflow

    • A critical step in earning agent referrals is creating/building brand awareness

    • LINK contains a series of 5 letters a shop can send out on their letterhead promoting their involvement in the Performance Alliance

    • The series of letters promote the reasons why an agent should refer policyholders to a Performance Alliance shop

    • The next few slides describe and depict the “how to” process

Next


Best practice1

Best Practice

  • Table of Contents

  • Best Practices for building awareness with Insurance Agents

    • Step 1:

      • Shop joins Performance Alliance

      • DPC provides a list of insurance agents

      • Shop downloads letter #1 (PA-3101) from LINK

      • Shop mails letter to local agents

    • Step 2:

      • Shop becomes certified on Paint SOPs

      • Shop downloads letter #2 (PA-3102) from LINK

      • Shop mails letter to local agents

Back

Next


Best practice2

Best Practice

  • Table of Contents

  • Best Practices for building awareness with Insurance Agents

    • Step 3:

      • Shop becomes certified on Insurance SOPs

      • Shop downloads letter #3 (PA-3103) from LINK

      • Shop mails letter to local agents

    • Step 4:

      • Shop implements Performance Feedback

      • Shop downloads letter #4 (PA-3106) from LINK

      • Shop mails letter to local agents

    • Step 5:

      • Shop achieves Performance Alliance Certification

      • Shop downloads letter #5 (PA-3107) from LINK

      • Shop mails letter to local agents

Back

End Segment


Review link marketing programs

Review–LINK Marketing Programs

  • Table of Contents

  • Link level 1 costs $295

  • A. True

  • B. False

  • The Repair Facility can order customized point of sale materials (brochures, etc.) from Link level 1.

    A. True

  • B. False

  • The Repair Facility can build a customized marketing plan.

    A. True

  • B. False

False, LINK level 1 is included with the DuPont Performance Alliance contract. LINK level 2 cost $295

False, Customized materials are only available in LINK Marketing level 2

True, In LINK Marketing 2 repair facilities are encouraged to create a customized marketing plan to work from

Back

Press space bar to view answer for each question

End presentation


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