exede retailer marketing guidelines-2014 - wildblue tools€¦ · exede retailer marketing...

Exede Retailer Marketing GuidelinesVERSION 3.0MAY 2014

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Exede Retailer Marketing GuidelinesVersion 3.0 May 2014

Table of ContentsDealer Guidelines

General Information

Co-Branded Materials

Online Guidelines

Social Media Guidelines

Visual Brand Identity

Meet Brian

Brian’s Backstory

Brian’s Proportions

Usage of Brian

Logo & Other Elements

ViaSat Relationship

Imagery

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4

5 - 6

7 - 9

10 - 11

12

13

14

15

16

17 - 24

25

26 - 27

DEALER GUIDELINES

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General InformationViaSat reserves the right to revise these Exede Retailer Marketing

Guidelines (the “Guidelines”) at any time, without notice. Dealer may

make use of the Exede logos and trademarks (the “Branded Marks”)

solely to fulfill obligations under the Dealer Agreement or other written

agreement with ViaSat. Any use that falls outside of these Guidelines

is strictly prohibited, unless Dealer has received independent written

authorization from ViaSat for such use.

The Guidelines alone do not provide any authority to use, in any manner,

any ViaSat trademark, service mark, logo, or any other intellectual

property of ViaSat, including but not limited to the Branded Marks.

All rights in ViaSat intellectual property are strictly reserved and are

granted only through the Dealer Agreement or other written contract

executed by ViaSat. No Dealer shall acquire any right in the Branded

Marks, nor shall any Dealer file applications for any mark consisting of,

comprising or confusingly similar to the Branded Marks.

Download Pre-Approved Dealer Sales Materials Pre-approved logos, print ads, direct mail pieces, radio ads, point-

of-purchase displays and more for the Exede services are available

on the Dealer Support Portal. Please type the following address into

your Web browser, and enter your username and password to access:

https://portal.wildblue.net

Build Your Own Pre-Approved Sales Materials on the Exede Ad BuilderIf you prefer a more customized advertising message for the Exede

service, use the Exede Ad Builder and choose from several pre-approved

creative options, including newspaper ads, postcards, yard signs, door

hangers and custom event merchandise.

https://www.armstrongpps.com/viasat

Clothing, Marketing Collateral, and Event Materials To purchase pre-approved marketing materials, brochures, event kits and

Exede swag, visit exedestuff.com. Dealer co-op may be used on many of

these items.

Key Contacts & Approvals Usage of Exede brand materials (beyond pre-approved pieces available

on the Dealer Portal) must be expressly approved in writing by ViaSat in

advance. In addition, prior written approval from ViaSat must also be

obtained before approaching any media outlets about a story containing

information about ViaSat or Exede.

For information and approvals, please email [email protected].

For inquiries regarding ViaSat social media efforts, please email [email protected].

For additional information, contact:

Matthew FarrDirector of Marketing [email protected] Inverness Drive SouthEnglewood, CO 80112

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Co-Branded MaterialCustomized or co-branded templates include a variety of messaging

vehicles produced by ViaSat, both for internal and external deployment.

Because of the variety of applications, we have posted on the Dealer

Portal the marketing materials that are used most often. Parameters and

specifications will vary depending on locations, but the general rules

will apply to any format. Advertising materials for Exede Internet may

be customized in keeping with these guidelines, but must be submitted

for approval prior to first use. If you wish to create custom Exede

Internet materials, please contact us at [email protected].

Exede Advertising CopyDealers shall comply with the following guidelines in developing

customized Exede service advertising materials:

Category Reference In copy, refer to the category as satellite Internet or satellite broadband.

Use of Exede in Text: In body copy or text, Exede® should appear with a capital E. The name

should be “Exede Internet” not “Exede Broadband.”

When referring to the two different Exede speed offerings, use this

format with no spaces:

Exede12

Exede5

The name Exede should always be capitalized. The only time the Exede

name appears in lower case is in the logo itself.

Speed Claims & Comparisons

Through the Exede service, ViaSat offers satellite Internet service

that is fast. However, it is important not to over-sell, over-promise or

misrepresent the Exede service. For example, do not use superlative

statements such as “fastest” or “highest-rated.”

Legal Disclaimers

Every marketing piece must include one of the following legal disclaimers.

These disclaimers may need to be modified for special promotions.

Exede Residential Legal Disclaimers

Full Legal Disclaimer: (for brochure, collateral, direct mail & large newspaper ads)

One-time setup fee may be charged at the time of sale. Minimum 24-month service term. Monthly service fees and taxes apply. Equipment lease fee is $9.99 per month, or if prepaid, $199.99 for 24 months. Speeds are “up to,” are not guaranteed, and will vary. Service is subject to data transmission limits measured on a monthly basis. Service is not available in all areas. Offer may be changed or withdrawn at any time. Exede is a registered service mark of ViaSat, Inc.

Short Legal Disclaimer: (for small print materials only (e.g. small newspaper ads)

One-time setup fee may be charged at time of sale. Minimum 24-month service term. Monthly service fees, equipment lease fees and taxes apply. Actual speeds will vary. Offer may be changed or withdrawn at any time.

Broadcast Legal Disclaimer: (for radio & television advertising only)

Minimum 24-month service term. Actual speeds will vary. Limited time offer.

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Exede Business Legal Disclaimers

Full Legal Disclaimer: (for brochure, collateral, direct mail & large newspaper ads)

One-time standard installation fee is $299.99. Minimum 24-month service term. Monthly price includes the monthly service fee and monthly equipment lease fee. All fees are subject to taxes. Non-standard installations may result in additional charges. Speeds are “up to,” are not guaranteed, and will vary. Service is subject to data transmission limits measured on a monthly basis. Service is not available in all areas. Off er may be changed or withdrawn at any time. Exede is a registered service mark of ViaSat, Inc.

Short Legal Disclaimer: (for small print materials only (e.g. small newspaper ads)

One-time standard installation fee is $299.99. Minimum 24-month service term. Monthly price includes the monthly service fee and monthly equipment lease fee. Subject to taxes. Non-standard installations may result in additional charges. Speeds are “up to,” are not guaranteed, and will vary. Off er may be changed or withdrawn at any time.

Broadcast Legal Disclaimer: (for radio & television advertising only)

Minimum 24-month service term. Actual speeds will vary. Limited time off er.

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Online GuidelinesIn addition to the Guidelines contained in other parts of this document,

the online Guidelines apply to a Dealer’s online presence, including any

websites, mobile sites, advertisements, display banner assets, search

terms or results pages, blogs, social media pages, hosted landing pages,

customer/vendor portals, mobile apps, or any other electronically

accessed destination. If Dealer is contacted by ViaSat regarding its

online content, Dealer must respond to ViaSat within two business days

and rectify any issue within two business days or other mutually-agreed

upon timeframe.

Domain Name Usage

Dealers may not use any of the Branded Marks or any misspellings of

the Branded Marks in the construction of URLs for any of their online

presence. This includes top-level domains and subdomains. For Dealers

who have already acquired URLs that include Branded Marks, the

Dealer must cease usage of the URL(s), transfer website content to

new URLs and assign the ownership of the URL(s) to ViaSat unless the

Dealer has licensed the URL(s) from ViaSat or ViaSat has approved of

Dealer’s usage in writing.

Dealers’ online presence can include the Exede Branded Marks as file

names or as part of the directory structure. The ViaSat name may never

be used as any part of a URL.

Examples:

Allowed:

www.smith-satellite.com/exede www.smith-satellite.com/wildblue

Not allowed:

www.smith-satellite-exede.com exede.smith-satellite.com www.smith-satellite-wildblue.com wildblue.smith-satellite.com www.viasat-exede.com www.viasat-wildblue.com www.smith-satellite.com/viasat

Dealers must notify ViaSat in writing (by sending an email to

[email protected]) of all URLs that promote or sell Exede

services. Dealers must notify ViaSat within 10 days of any new URLs

that they use to sell Exede services.

Dealers are limited to a maximum of three unbranded domains to sell

Exede and Wildblue products.

Online Content and Design

Dealers’ online presence must include the “Exede Authorized Retailer”

logos provided by ViaSat. The “Authorized Retailer” logo(s) must reside

on every page where Dealer is referencing the Exede service. If the

particular online presence does not allow for the placement of the

“Authorized Retailer” logo in the upper right-hand corner of the page,

then Dealer shall provide text clearly visible on the page stating that

Dealer is an “Authorized Exede Retailer.”

Example:

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The site must clearly identify the Dealer’s name, location and contact

information. The site must clearly state that it is not owned by ViaSat,

but rather, an authorized retailer of the Exede service.

Dealers must clearly state that they are a retailer for Exede branded

services in the footer section of all of the website’s pages. The following

language should be used (replace ABC Satellite with Dealer company

name):

“ABC Satellite is an authorized retailer of Exede Internet services

and related customer equipment. ViaSat and Exede are trademarks

and service marks of ViaSat, Inc. Some content on this website may

be copyrighted by ViaSat, Inc.”

All custom website content pertaining to Exede services is required

to be pre-approved in writing by ViaSat to ensure all descriptions,

features, and competitive comparisons comply with ViaSat’s policies.

Dealers may choose to use ViaSat-provided weblets (syndicated

content) on their website(s). Dealers do not need ViaSat approval to

use these weblets. Weblets are available on the Dealer Portal.

Organic Search

ViaSat reserves the right to request adjustments from Dealers in order

to position ViaSat’s web pages on top of Dealers’ web pages in organic

search results.

Dealer websites may be optimized for the purposes of search engine

optimization (SEO) ranking by utilizing Branded Marks, but only best

practices may be used. The following practices are prohibited:

• “Stuffing” – excessively using keywords to influence an

artificial page rank.

• Design colors or designs that “hide” keywords.

• “Cloaking” – showing search engines different content

than to a user’s browser.

• “Link Spam” – creating links via spamming blogs,

forums or other websites.

• Other practices of questionable methodology that

attempt to “game” the system or misrepresent Dealer’s

online presence in any way.

Dealers may not use any URLs that violate the domain name

requirements set forth above.

Email

Dealers may not use Branded Marks in the domain name of email

addresses (the part after the “@” sign).

Dealers may use Branded Marks as the username of an email address

(the part before the “@” sign).

Examples:

Not allowed:

[email protected]

[email protected]

Allowed:

[email protected] [email protected]

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Privacy Policy and Security

Dealer’s site must state its privacy policy and implement and maintain

security mechanisms over the ordering process consistent with

current industry standards.

Right to Audit

Dealer must allow ViaSat to audit its site on a regular basis, and agrees

to promptly correct any noncompliance with these Guidelines.

DUPING CONTENT & GRAPHICS

Dealers may not copy designs, content, or graphics from any of ViaSat’s

online web presences including social media.

Paid Search or Pay Per Click Advertising

Dealers may not bid for search engine use of the Branded Marks or any

misspellings of the Branded Marks without ViaSat’s written approval.

Please contact your ViaSat representative for further information on

this requirement.

Dedicated Ordering Channel

If the Dealer’s site collects information pertaining to Exede from visitors

(whether the visitor is seeking information about Exede, attempting

to order the service, registering on a waiting list or any similar activity

related to ViaSat’s services), the Dealer may not respond to the visitor

with information about another Internet service or by directing the

visitor to any other site or dealer that may attempt to sell another

Internet service.

Response to Visitor Inquiries

Dealer must respond to site visitor questions and requests regarding

the Exede service in a timely manner (ideally within 2 business days)

and through personal (not solely automated) contact.

Links to Customer Agreement & ViaSat Policies

If Dealer provides ViaSat’s customer agreement and policies such as

the Acceptable Use Policy and the Data Allowance Policy on its site,

the site must directly link to the actual, current saved version of these

documents at exede.com/legal. Dealer may not use old PDF versions of

these documents.

000-000-0000ABC Satellite

DEALER’S WEBSITE OFFICIAL EXEDE WEBSITE

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YouTubewww.youtube.com/exedebroadband

ViaSat will be responsible for posting any and all new information to the

Exede official corporate social media sites on Facebook, Twitter and

Google+. ViaSat will also respond to comments, filtering any pertinent

issues and questions to the appropriate person within the Company

prior to responding, if necessary.

Dealers are not permitted to create a page or presence on behalf of

ViaSat on any social networking outlet without ViaSat’s prior written

consent. All requests must be sent to [email protected].

Dealer’s social media presence may not use ViaSat Branded Marks,

logos or images without proper representation as an “authorized Exede

retailer” and prior written approval from ViaSat. This includes but is not

limited to Facebook pages, Twitter handles, Google+ page, YouTube

channels or any extensions of these platforms.

If Dealers wish to post information regarding ViaSat or Exede to

any social media sites in an official (representing ViaSat in any way)

capacity, they must contact ViaSat for written approval.

Dealers should not post their contact information or information about

a sales event to any of ViaSat’s social media sites without prior written

approval. Dealers shall refrain from answering customer questions or

comments unless asked to do so by ViaSat.

If Dealers choose to engage in social media activities related to ViaSat’s

services as individuals (outside of their roles as ViaSat Dealers), they

must use a disclaimer such as this: “The postings on this site are my

own and don’t necessarily represent ViaSat’s positions, strategies or

opinions.” Dealers will be held responsible for the content they publish,

and must understand that anything posted may remain online forever.

Social Media GuidelinesViaSat engages in social media for the Exede brand. Our goals

are to quickly respond to customer questions and inquiries from

potential customers. The Guidelines will be reviewed periodically

so that they may change to reflect evolving technologies and online

social tools.

In addition to the Guidelines contained in other parts of this document,

the Social Media Guidelines apply to Dealers participating in any of

the following:

Facebook®Twitter®Google+®LinkedIn®YouTube®Flickr®Pinterest®Foursquare®Tumblr®Extensions to any of the listed platforms or any others

Social Media ChannelsViaSat’s social media presence includes:

Facebook www.facebook.com/exedebroadband

Twitter@exedebroadband@exedelistens

Google+https://plus.google.com/+Exede1

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Dealers shall be transparent at all times about their

affi liation with ViaSat. When discussing topics

relevant to ViaSat or Exede, they must use their

real name, and state that they represent ViaSat

as an authorized retailer. If a Dealer has a vested

interest in something being discussed, the interest

should be disclosed.

Dealers shall be professional and speak respectfully

when making postings on social media sites. They

should stick to the facts, give accurate information

and correct mistakes immediately. They should not

post obscenities, slurs or personal attacks that can

damage their reputation or ViaSat’s. They should

also be cautious when providing opinions on any

subject in social media.

If Dealers see unfavorable opinions, negative

comments or criticism about ViaSat or its services,

they should not try to have the post removed

or send a written reply, as this could escalate

the situation. Rather, they should forward this

information to [email protected] for review

and assistance with an appropriate response as

directed by ViaSat.

Dealers should not post any fi nancial, confi dential,

sensitive or proprietary information about ViaSat,

its employees, customers, or the Exede service.

VISUAL BRAND IDENTITY

This section outlines the elements that give us our look and feel. Using them correctly creates a consistent, interesting brand that customers will know and love.

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Character GuidelinesBrian the Alien is a big part of the Exede brand. However, he is not the brand. While he is our company mascot, he doesn’t need to appear in every piece of communication.

Here are some other things to consider when deploying Brian for close encounters with the humans.

When Brian is fi rst used in text, he must be referred to as “Brian the Alien.” After the fi rst use, he can be referred to as “Brian.”

As a non-native of planet Earth, Brian often makes mistakes in interacting with the humans he meets and befriends. His intentions are always benevolent, even when he occasionally crosses the line and attempts to eat a kitten or abduct someone’s grandmother. Brian is a generous fellow and gives the gift of Exede Internet service to the Earthlings he meets.

Meet Brian

Showing Brian with a computer or tablet helps remind people that Brian represents an Internet service.

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The Exede ExtraterrestrialIt may be simple to conclude that Brian the Alien is a child, but he’s actually

quite old in Earth years. He came here from the Q27 Quadrant while selling

high speed Internet planet-to-planet for the Blagråk Club at his school — roughly

the equivalent of selling popcorn for the Boy Scouts here on Earth. The fundraiser

involved use of his dad’s Quark-O-Matic, a wormhole generator as common as a

toaster on his home planet, Makh.

Looking to make his last sale of the day, Brian mis-keyed some coordinates and

came through a wormhole that opened right near Snowmass, Colorado nearly

10,000 years ago. Taken in by a family of mastodons, Brian lived in primitive bliss

for several decades until he decided to go dormant in a cave and wait things out.

Millennia passed, his cave was covered with silt, clay, tar and expired megafauna,

and it wasn’t until the excavation of the “Snowmasstodon” site in 2012 that Brian

was awakened, good as new, to return to his fundraising activities.

Happily, he found that during his rest, Earth had developed things necessary to

his mission: electricity, the Internet, the 30-second television ad, etc. He made

his way to the Denver area, where he found some people happy to help spread

the word about his high-speed Internet technology. He called it Morgflabørg

Wipflit; the Earthlings called it “Exede.” Still a child at heart, Brian was adopted

by a kind family in a nearby suburb, where he was given the name “Brian” and

introduced as an “exchange student” from Estonia.

A Few Things to Know• Brian’s home planet of Makh was destroyed when the

star at the center of its solar system went supernova.

The entire population of Makhans dispersed through-

out the universe, where they now bring the gift of high

speed satellite Internet to worlds advanced enough to

use it..

• Brian’s enormous appetite stems from his many

thousands of years in his dormant phase.

• Brian can talk, but the sound of his native tongue is

extremely painful to humans, so he prefers to remain

mute most of the time.

Say hello to Brian if you see him — but keep him away

from your cat!

Brian’s Backstory

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HANDS

ARMS

LEGS

BODY

Brian’s ProportionsWhen building an image of Brian, these relative body proportions need to be followed. This is to avoid any unnatural proportions that may aff ect his recognizability. Much work was put into the design and fabrication of Brian, and these proportional values help to strengthen the integrity of the original concept & designs.

4 ½ ft

2 ¼ head lengths

1 head length

¾ head length

1 ¼ head lengths

2 ⅛ head lengths

4 ½ head lengths

12” tall

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Incorrect UsageDo not display Brian in a way that is provocative or off ensive, including the messages he holds.

Do not distort Brian’s proportions.

Do not change Brian’s color.

Do not place Brian’s head on another person or animal’s body.

Do not make Brian appear larger than humans.

Do not change Brian’s facial features.

Do not place objects over Brian.

Brian’s body does not glow, his hand does not become transparent, and he does not shoot laser beams from his eyes.

Correct UsageBrian should be used as a photo 99.99% of the time. A library of photos can be found at the Exede Dealer Portal.

There should always be a decent amount of clear space around Brian when placed next to other images or text.

Lorem ipsum

Do not place text over BrianDo not stretch BrianDo not change Brian’s color

Holding A Message/Sign Showcasing Platform

Usage of Brian

“Vanna White” - Showcasing Exede

Brian is not threatening

Buy Exede or I

will EAT YOUR

FAMILY

LOGO & OTHER ELEMENTS

17Visual Brand Identity

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Logo The artwork for the Branded Marks must be used as set forth in these Guidelines with no changes, including but not limited to changes in the color or design, or removal of any words, artwork, or trademark or service mark symbols. Overall sizing may be proportion-ately reduced or increased as appropriate.

Inclusion of Registered Trademark symbol (®)The registered trademark or service mark may be omitted where it cannot be legibly reproduced, such as in embroidery, or where it may not render correctly, such as in the text of an email.

The symbols in this section refl ect the current status of the following marks:

Exede® InternetExede® VoiceExede®

ALTERNATIVE REVERSED LOGO

GRAYSCALE LOGOGRAYSCALE LOGO

PREFERRED REVERSED LOGOPREFFERED LOGO

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Logo Printing Two ColorsTo reinforce the Exede brand, use color consistently. The two- color logo is the preferred expression of our identity. The mark is to be printed in orange and 75% neutral grey, which are modeled to the right.

ReverseWhen not printing on a white background, it is strongly encouraged to print the Exede logo reversed out of an orange or a solid black box. See examples in this section.

Printing One Color When only one color is available, print the entire logo in:

• 100% black• 100% orange• White reversed out of 100% black• White reversed out of 100% orange

LOGO COLORS

Exede OrangeCMYK PMS RGBHEX

0 / 76 / 100 / 0166 C242 / 99 / 34#F26322

Exede GreyCMYK PMS RGBHEX

0 / 0 / 0 / 70431 C92 / 102 / 112#636466

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The Exede logo needs room to breathe in this atmosphere. So other graphic elements must be a minimum distance away from it. Minimum clear space is equal to 1/2 the x-height of the letter “e.” Whenever possible, increase the clear space further than the minimum.

Too small, not enough. To ensure that the Exede logo and its registered mark (®) symbol reproduce legibly at smaller scales, only include the registered mark (®) symbol down to 1”. The registered mark (®) symbol will not reproduce legibly at any size smaller than 1.”

LogoClear Space Minimum Size

x = height of the letter “E”

1”

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LogoLogo Variations

3D “X” FLAT “X”

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LogoSecondary Logos

Authorized Retailer LogosExede Voice logo

For Exede Voice service.

Exede Business logo

For Exede Business Internet service.

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Logo

On dark photography On black & white photography

Correct Usage Examples

On light photography

Co-branded logo for Authorized Retailer

ABC SATELLITE

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Incorrect Usage

Do not place on background of equal color or value.

Do not place the logo on top of an image orcolor that lacks enough contrast to see the logo.

Do not place other company brands with the logo.

Do not add any graphics or text to the logo

Do not rearrange the elements of the logo. Do not add other words to the logo.

Got

We want to stand out. Figuratively and literally. So to maintain legibility, it’s important that the Exede logo is placed on simple backgrounds and without competing elements.

Text LogoThe logos must never be used to represent the word “Exede” in text — including in a headline, product name, logotype or body copy.

Promotional ItemsDealers may not create clothing or other promotional items bearing the logos without express written approval from ViaSat in advance.

Implied EndorsementThe Branded Marks may not be used in any manner that might imply that any non-Exede materials, including but not limited to goods, services, websites or publications, are sponsored, endorsed, licensed by or affiliated with ViaSat.

Negative UseThe Branded Marks may not be used in a manner that would disparage or minimize ViaSat or its products or services.

Usage

Logo

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ViaSat RelationshipViaSat is the company behind the Exede brand products and services. As a communicator of that brand, the service you sell is Exede Internet, not ViaSat.

While it is owned by ViaSat, Exede should always be the focal point of the marketing. Whether it’s in call centers or advertising, Exede Internet is how the service should be referred to throughout all communications. Only mention ViaSat when discussing the company that invented the Exede brand, primarily in tradeshows, public relations and news pieces.

Never imply or makes statements such as: “High speed Internet from ViaSat” “Get service from ViaSat” “ViaSat brings you high speed Internet.”

Dealers:Authorized retailers are permitted to use the Exede logo in marketing. Usage of the ViaSat logo is not permitted by dealers.

Usage

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Humans love to be fascinated. And nothing is more fascinating than high resolution shots of our corporate headquarters – Space. Here are some high-quality backgrounds and space imagery that will enhance our brand. They can be used in full color, tinted with orange or as black and white depending upon your needs.

Remember, be respectful of copyrights and don’t use images without proper legalpermissions or licensing. Get the high resolution fi les at the Exede Dealer Portal at https://portal.wildblue.net.

Imagery

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Images of Exede branded products and satellites are also available. Get the high resolution fi les at the Exede Dealer Portal at https://portal.wildblue.net.

Imagery

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