BRAND PARTNER GUIDELINES

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INTRODUCTION

TABLE OF CONTENTS

The purpose of this document is to help guide our Brand Partners in the correct usage of the SHOE MGK brand, assets and intellectual properties.

LOGO USAGE 2FONTS & NAME USE 3COLORS 4SOCIAL MEDIA 5IMAGERY 6PRODUCT DESCRIPTION & PRICING 7BUSINESS OPPORTUNITY 8

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LOGOOur logo is like the face of our brand - people recognize it and connect it with The Best Shoe Cleaner In The World. It stands for phenomenal customer service. Our logo represents who we are and what we believe in. It is solid, metal and chrome - elements which stand for strength and reliability. It is back-lit with shades of blue - a color that stands for trust.

Using our logo

When displaying our products, or representing our company - The SHOE MGK logo will always be displayed prominently above all other brands (unless otherwise directed).

Our logo must never be changed, and should always be used with the anchoring tag line “Makes Great Kicks”.

The only part of the logo that may change is the color of the anchoring tag line - which may be either WHITE or BLACK depending on the color of the background. Only WHITE or BLACK is acceptable.

SHOE MGK primary logo with anchoring tag line

DO NOT...

... add glow effects

or drop shadows.

... warp, skew, tilt or

otherwise distort.

... change the color of

any element.

... use retired oroutdated branding.

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FONTS & NAME USEIt is very important that in all of your communications (fliers, promotional items and other printed collateral) that you maintain a clean and professional look. Using the right fonts and weights can help you do that.

Our primary font is

Helvetica Neue comes in a variety of font weights. We also use the following - but please do not use more than 2 font weights on a single page.

Paragraph text usually uses Helvetica Neue Regular - you may use other weights for emphasis, headers and titles. Use heavier weights for big bold signage, and use weights like regular and medium for everyday small type communications.

Helvetica Neue

Helvetica Neue BoldHelvetica Neue LightHelvetica Neue Thin

Helvetica Neue Medium

What’s in a name?SHOE MGK must always be written as such and may be BOLDED for emphasis. The word mark should not change case when writing out the web URL (e.g. shoemgk.com).

All products names should be UPPERCASE (e.g. THE MVP)

The anchor and tag lines should be capitalized - “Respect Your Shoes” or “Makes Great Kicks”.

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COLORThe right use of color is very important in maintaining the integrity and recognizability of our brand. Please follow the guidelines below when using color elements in your marketing collateral.

C: 80M: 36Y: 2K: 0

Web: #1b88c5

C: 74M: 67Y: 66K: 84

Web: #0e0f0f

C: 0M: 0Y: 0K: 0

Web: #ffffff

C: 82M: 40Y: 4K: 44

Web: #08537c

C: 55M: 46Y: 46K: 11

Web: #777777

CYANICA BLACK WHITE

Primary Colors

Secondary Colors

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SOCIAL MEDIAWhen using social media - our Brand Partners must also play the part of an ambassador - customer engagement is key when developing a great marketing plan.

Our brand voice is authoritative but friendly. We know sneaker and shoe care - because we practically invented the market. We speak of ourselves as innovators, market leaders, always up to date and out on the street talking with and interacting with our audience. We love our customers and we never talk down to them, we never joke or engage on social media in ways that might feel offensive or put others down. We don’t need to brag or boast, but we do like to show off the smiles of our happy and satisfied customers. We love compliments and customer appreciation so much that we share the love they give us with the rest of our audience.

Social Media Tips:

• Use our tag lines “Respect your kicks” and “Respect your shoes”.• Use appropriate hashtags and @ tags when needed - always tag @shoemgk on Instagram,

Facebook and Twitter and use the hashtags like #ShoeMGK to group content together and make it more available to sneakerheads everywhere.

• Use memes sparingly - if you don’t know how to use them - ask your kid - or consult one of our social media experts for some advice.

• Post often - but keep the content fresh. Avoid reposting the same thing more than once in a day.

• Do not post offensive content or content that would kill anyone’s vibe or trample on anyones personal beliefs.

• Share your customer stories with your audience. • Have your happy satisfied customers take pictures with your product and near your booth, tag

the location and get them to follow you on the spot.• Pictures get more views that text posts - Post pictures of clean kicks.• Be inclusive of all people - men, women and children too! SHOE MGK is a family!• Create local and timely content relevant to your audience.

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IMAGERYA picture says a thousand words - make sure your pictures and images say the right ones.

Image Tips:

Make sure all images fit the dimensions of each social platform.

http://www.socialmediatoday.com/social-business/2017-facebook-image-sizes-cheat-sheet-infographic

https://makeawebsitehub.com/social-media-image-sizes-cheat-sheet/

Make sure logo is always fully seen and never covered up by other elements.

Make sure product pictures are clear and of good quality.

Post pictures of people too - not just clean shoes. Take selfies with your customers (but ask permission) and take pictures of your best work and share them.

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PRODUCT DESCRIPTION & PRICING

All business owners and Brand Partners are required to use product descriptions written and provided by SHOE MGK. You may not change or alter the product descriptions in any way.

Pricing Guidelines

Products may not be sold for less than MSRP or reseller price.

Please refer to our Amazon & eBay Online Seller Guides for more information about selling SHOE MGK on these platforms.

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BUSINESS OPPORTUNITY

We make all aspects of the company available to our Business Owners. We offer many opportunities to both new and experienced entrepreneurs alike. We provide as many resources as possible to ensure that our business owners can be successful.

Responsibilities

As a Brand Partner, your primary responsibilities include creating an agreement with your local mall for a location and developing a relationship with your Specialty Leasing Manager. As the owner of your location, you will handle managing the store and hiring and training your employees. You will need to manage inventory and place product orders with SHOE MGK. Other responsibilities include maintaining a professional and clean store appearance, compliance with all SHOE MGK policies and procedures and ensuring the store opens and closes on time. Owners must maintain the product and displays in compliance with their mall’s visual merchandising guidelines and are responsible for all state and federal taxes. We expect you to provide outstanding customer service and train your staff on these standards. Your business is a partnership with our brand and we will provide tools to market and advertise your business for growth.

Benefits

This sector of the retail industry, including mall carts and kiosks, is an $8 billion dollar industry in annual sales. There are approximately 25,000 retailers currently operating in the United States in over 2,500 retail centers. SHOE MGK locations provide year-round sales and through brand recognition, create repeat customer loyalty. By offering shoe cleaning to your customers, your locations provide an essential service and create a unique shopping experience!

To learn more - please visithttps://shoemgk.com/business-new/shoe-mgk/