OSA and site experience guidelines October 1, 2017 January 31, 2018 v1 09142017 For the best viewing experience, download the free Adobe Acrobat Reader app: https://get.adobe.com/reader/ Next page
A new Synergy campaign is live October 1 The campaign promotes awareness of Synergy gasoline s fuel economy benefit helping consumers get better gas mileage while reinforcing linkage to the Exxon and Mobil brands. How this helps your sites Fuel economy claim encourages repeat visits, especially during Q4 holiday travel Fosters increased consumer loyalty Click the tabs above to jump to any of the four sections: Section 1: OSA schematics for all site types... p. 3 Section 2: Decal guidelines..... p. 21 Section 3: Site inspection resources..... p. 28 2 2
OSA schematics for all site types Click on placement guides below to jump to each section. Synergy-imaged locations........................ p. 4...................... p. 13 3
Refreshed Synergy Campaign October 1, 2017 January 31, 2018 Synergy Imaged v1 4
Refreshed Synergy Campaign October 1, 2017 January 31, 2018 IMPORTANT INFORMATION NOTE: To enhance the effectiveness of on-site messaging, please destroy all signage from prior ExxonMobil campaigns, unless otherwise indicated. 1. Post all OSA on October 1, 2017. 2. This placement guide is for sites that have the new Synergy Site Image ONLY. 3. Please remove the ExxonMobil Smart Card and Plenti app holders at all fueling positions. Please use De-Solv-it adhesive remover, which can be reordered at www.de-solv-it.com. If you decide to use another product, test it on an inconspicuous area of the pump to ensure that it does not cause damage. 4. Do not remove in-store application holders. REORDER INFORMATION If you have questions about your order or reorder information, contact support@emrpm.com or call 1-800-636-4767. Note: additional signage available for purchase, while supplies last. To reorder Smart Card Brochures, Business Card Applications or Application Holders, please call R. R. Donnelley at 1-800-416-8151. Please allow up to two weeks for delivery of your order. W1017SCH1 5
Site Perimeter 6
At the Pump 7
Forecourt 8
Waves: For ALL Locations 9
Koalas: For ALL Locations 10
In Store 11
Applications 12
Refreshed Synergy Campaign October 1, 2017 January 31, 2018 Non-Synergy Imaged v1 13
Refreshed Synergy Campaign October 1, 2017 January 31, 2018 Non-Synergy Imaged v1 IMPORTANT INFORMATION NOTE: To enhance the effectiveness of on-site messaging, please destroy all signage from prior ExxonMobil campaigns, unless otherwise indicated. 1. Post all OSA on October 1, 2017. 2. This placement guide is for sites that DO NOT have the new Synergy Site Image. 3. Please remove the ExxonMobil Smart Card and Plenti app holders at all fueling positions. Please use De-Solv-it adhesive remover, which can be reordered at www.de-solv-it.com. If you decide to use another product, test it on an inconspicuous area of the pump to ensure that it does not cause damage. 4. Do not remove in-store application holders. REORDER INFORMATION If you have questions about your order or reorder information, contact support@emrpm.com or call 1-800-636-4767. Note: additional signage available for purchase, while supplies last. Check to see if Synergy Half-moon decals (see p. 5) for non-synergy-imaged sites are worn or peeling. Reorder from RPM if necessary. To reorder Smart Card Brochures, Business Card Applications or Application Holders, please call R. R. Donnelley at 1-800-416-8151. Please allow up to two weeks for delivery of your order. W1017SCH2 14
Site Perimeter 15
At the Pump 16
At the Pump Synergy Half-moon Decal Placement Note: There are two sizes for the Synergy decals. The larger-size decal is the preferred decal for use. The smaller-size decal is only to be used for tight places. Decals may appear worn or start to peel if they have not been installed properly. Please ensure you follow all application instructions below. 1. Before applying the product decals to the pump, please make sure the surface is properly cleaned and dry. 2. Remove the adhesive from the back of the decal and place directly on the pump; smooth out the bubbles on the decal, if applicable. a. All Synergy decals should be placed at the top edge on the color product panels. b. If there is no room, place the Synergy decals below the octane sticker or price displays. 17
Forecourt 18
In Store 19
Applications 20
Decal updates Keep OSA current with these decal updates. Note: The TOP TIER decal is the only decal that applies to all sites types. Click on decals below to jump to each section. TOP TIER decal..... p. 22 Speedpass Evolution decal...... p. 23 Plenti instructional decals...... p. 24 Ruby Red decal..... p. 26 Synergy Half-moon decal...... p. 27 21
TOP TIER decal for all sites TOP TIER is a certification for gasoline that meets strict performance standards proven to reduce carbon deposits, which are known to reduce fuel economy, increase emissions and negatively impact fuel performance. Fuels marketers must ensure their additive completes all engine and fuel injector testing required to meet the TOP TIER claim specification and apply for the designation. Placement suggestion 1 2 Please proudly display the TOP TIER decal alongside all other permanent decals on a window at your site. The image below shows a suggested placement; however, the placement will vary from site to site. To apply: a) Please make sure the surface where the decal is to be applied is clean and dry. b) Remove backing sheet from decal. c) Apply to surface and use orange squeegee to remove any bubbles. Please display the TOP TIER decal alongside other permanent decals on a window at your site. 22
The Speedpass Evolution decal Speedpass is evolving. Use this decal to prepare key tag users to transition to the Speedpass+ app. Order new decals through LSI. Call 1 (800) 688-8843 or order online. First time users, register with invitation code 38810. 23
Plenti instructional decals Follow the Plenti decal guide in order to be site experience compliant If your pump is Synergized (has a Synergy logo), see the appropriate decal for your pump. If your pump has a Tiger or Pegasus on it, please see the appropriate decal for your pump. The 5-Step Pay at the Pump Decals, Plenti Proud Partner Decal, and Speedpass+ QR codes can be reordered at LSI: Call 800-688-8843 or order online. http://shoplsi.com/synergy/ First-time users, register with invitation code 38810. Plenti Instructional Decals can be reordered from RPM: 800-636-4767 or https://www.emrpm.com/rpmweb/login/login.aspx Speedpass+ QR codes can be reordered at LSI: Call 800-688-8843 or order online. http://shoplsi.com/synergy/ First-time users, register with invitation code 38810. 24
Plenti instructional decals Gilbarco Multi-Loyalty Decal * If your site requires a VeriFone no softkey or Gilbarco one-liner decal, please order the correct decal by calling Harte Hanks at 800-636-4767. Gilbarco One Liner Decal VeriFone No Soft Key Decal 25
Important update for sites that have not upgraded to Phase II software Sites that have not upgraded to the Phase II software, which allows consumers to look up their Plenti account by phone number, should use the Ruby Red decal. Additional Plenti Ruby Red decals can be ordered through RPM or by calling Harte Hanks at 800-636-4767. 26
Synergy Half-moon decals for Gemini sites Replace peeling or fading decals All non-synergy-imaged sites should have Synergy Half-moon decals on their pumps. To prevent peeling and pass site inspection, ensure you thoroughly clean the surface of the pump before adhering these decals. Refresh if faded or peeling by ordering more Synergy Half-moons on RPM or by calling Harte Hanks at (800) 636-4767. 27
Site inspection resources Click on resources below to jump to each section. Site experience checklist...... p. 29 2017 Site inspection evaluation form... p. 30 Site inspection summary of changes for 2017.. p. 31 2017 Marketing evaluation form... p. 32 Marketing summary of changes for 2017.. p. 33 28
Site experience checklist Ensure that pumps, curbs, bollards and other facilities are in good condition. Repair potholes and any other damage at your sites. Make sure sites have up-to-date marketing materials and everything they need to promote Plenti, the Speedpass+ app and more. Replace expired or damaged OSA and other on-site marketing materials, including decals. 29
2017 Site inspection evaluation form ID/Price sign (value = 12 points) Q01 Is the ID/gas price sign working and well-maintained? Note: Partial of 5 points - if only one deduction 9 Q02 Is the ID/gas price sign free of temporary signs? 3 MPDs/Dispensers (value = 24 points) Q03 Are valances, skirts, side sheathing and Synergy forecourt elements (if present) in good condition, free from dirt, damage and graffiti (excluding diesel-only pumps)? 6 Q04 Are pump decals (excluding state legislation and ExxonMobil marketing decals), grade activator buttons, and screens/keypads in good condition and free from dirt and 4 damage (excluding diesel-only pumps)? Q05 Are pump hoses and nozzles in good condition and free from dirt and damage (excluding diesel-only pumps)? 2 Q06 Are pumps/dispensers operational and functioning properly and not out of order (excluding diesel-only pumps)? 4 Q07 Is the credit/debit card reader working at the dispenser where a purchase is made, and do other credit/debit card readers appear to be functioning? 4 Q08 Does the receipt print at the dispenser where fuel purchase is made? 4 Facility (value = 30 points) Q09 Is the Exxon or Mobil canopy clean and well maintained? 4 Q10 Are fueling area islands, curbs and bollards clean and well maintained? 4 Q11 Are the canopy lights working? 4 Q12 Are building exterior and perimeter lights working? 4 Q13 Are landscape areas clean and well maintained? 5 Q14 Is the non-fueling area parking lot, building exterior, and perimeter clean and well maintained? 3 Q15 Are customer supplies available and trash receptacles well maintained? 4 Q16 Are air hoses clean and operational? 2 Staff (value = 15 points + 2 bonus) Q17 Is the staff member in a clean, approved shirt with an Exxon, Mobil, Synergy or backcourt brand logo present on either shirt or nametag? 7 Q18 Is the staff member wearing a name tag displaying the employee name? 2 Q19 Is approved Synergy branded apparel worn? 2 bonus points Q20 Is the staff member courteous throughout the transaction? 3 Q21 Is the transaction handled accurately and efficiently? 3 Restroom/Convenience store (value = 19 points) Q22 Are the restroom fixtures operational? 6 Q23 Is the restroom clean? 6 Q24 Is the restroom stocked? 5 Q25 Is the sales area/convenience store clean and neat in appearance? 2 Score Summary Score allocation Score allocation Score allocation Score allocation Score allocation 100 + 2 bonus 30
Site inspection summary of changes for 2017 2017 Marketing summary, at a glance 2016 2017 Change Q01 New question Q01 High rise signs present on the property? Added as capture only Q02 Is the ID/gas price sign free of temporary signs? Q02 Is the ID/gas price sign free of temporary signs? Expanded to allow for price sign in square area under the ID/price sign Q03 Are all the pumps/dispensers clean and well maintained? Q03 Q04 Q05 Valances, skirts, side sheathing Pump decals Pump hoses and nozzles Split into 3 questions (12 pts) Q05 Is credit/debit card reader working at the dispenser where purchase is made? Q07 Is credit/debit card reader working at the dispenser where the purchase is made, and do other credit/debit card readers appear to be functioning? Added a check to ensure that other credit/debit card readers appear operational Q06 Is Speedpass operational? N/A Question removed Question removed Q13 Are landscape areas clean and well maintained? Q13 Are landscape areas clean and well maintained? Gallon-sized bag added as measurement Q15 Are air and water hoses clean and operational? Q16 Are air hoses clean and operational? Removed water hose portion of question Q16 Is the staff member in a clean, approved shirt? Q17 Is the staff member in a clean, approved shirt with an Exxon, Mobil, Synergy or backcourt brand logo present on either shirt or nametag? Updated question to accommodate Synergy New question Q18 Is approved Synergy apparel worn? Bonus points Q20/21 Is the restroom available for use, clean and operational? Restroom supplies stocked and operational? Q22 Q23 Q24 Operational Clean Stocked Same total points, Split into 3 questions 17 pts) Q32 Is the sales area/convenience store clean and neat in appearance? Q25 Is the sales area/convenience store clean and neat in appearance? Moved into site inspection and decreased to 2 points 31
2017 Marketing evaluation form Marketing Forecourt (value = 55 points + 5 bonus) Score allocation Q26 Q27 Q28 Q29 Q30 If perimeter signs displayed on-site, is there a minimum of one EM sign on the perimeter with all posted EM perimeter signs current (not expired)? Do all fueling positions and Synergy forecourt elements (if present) meet OSA standards? Are the Plenti decals present and in good condition at all fueling positions, in one of the following two combinations? For GEMINI imaged sites or dispensers: Plenti instructional decal only, or For Synergy imaged sites and dispensers: 5-Step Pay at the Pump and Plenti Proud Partner decals Are the Speedpass+ QR Code decals and pump number decals visible, available and in good condition (e.g. not discolored, torn, or peeled back) at all fueling positions? Are all fueling positions free from any additional non-standard OSA items? 5 bonus points Marketing - Backcourt (value = 45 points) Score Allocation 15 15 15 15 10 5 bonus points Marketing Backcourt (value = 45 points) Score allocation Q31 Q32 Q33 Q34 Is the checkout area clean and neat in appearance? Are Plenti Card applications visible and available near the register? Are current credit card applications (e.g. Smart Card) and Synergy/program offer brochures visible and available near the register? Did the member at register mention the Plenti loyalty program (e.g., Are you a Plenti member? ) or any other current EM marketing program (e.g., Synergy, Speedpass+, Smart Card)? 5 15 15 15 10 Marketing Compliance Q35 Q36 Are perceived illegal drugs or drug paraphernaila (including synthetic drug products) present and/or for sale at this location? Are there any sexually explicit materials present and/or for sale at this location? Yes or No Yes or No Total marketing 100 + 5 bonus 32
Marketing summary of changes for 2017 2017 Marketing summary, at a glance 2016 2017 Change Q23 Are all pump topper positions filled and 50% include current (not expired) EM signs? Q27 Do all fueling positions and Synergy forecourt elements (if present) meet OSA standards? Accounts for Synergy image OSA standards - Wave, Koala - and elimination of Plenti Card/Smart Card holders at fueling positions Q24 Are Plenti Welcome Kits visible and available at all fueling positions? N/A Question removed Questions removed Q25 Are current Smart Card applications visible and available at all fueling positions? N/A Question removed Questions removed Q26 Are all Welcome Kits and Smart Card holders clean and in good condition at all fueling positions? N/A Question removed Questions removed Q27 Is the Plenti instructional decal present and in good condition at all fueling positions? Q28 Are the Plenti decals present and in good condition at all fueling positions in one of the two combinations? For Synergy imaged sites or dispensers, added new decal requirements N/A Not included in evaluation Q29 Are the Speedpass+ QR Code decals and pump number decals visible, available and in good condition? Added Speedpass+ decal requirements as a base evaluation question Q28 Are the Speedpass+ hose flags visible, available and current (not expired) at all fueling positions? Q30 Are all fueling positions free from any non-standard OSA items? Eliminate use of pump ears and handwritten signs Q30 Are current credit card applications visible and available near the register? Q33 Are current credit card applications and Synergy/program offer brochures visible and available near the register? Added new trifold as per recent OSA placement guide Q31 Did the staff member at register mention the Plenti loyalty program? Q34 Did the staff member at register mention the Plenti loyalty program or any other current ExxonMobil marketing program? Added optional mentions for Synergy, Speedpass+ or Smart Card Q32 Is the sales area/convenience store clean and neat in appearance? N/A Removed and placed in site inspection evaluation Removed Image type Configuration Pump topper requirement Pump topper OSA standards Plenti decals Speedpass+ QR Code Synergy Full Synergy image configuration Wave and Koala present with all OSA slots available and filled with 100% current EM OSA Optional 100% BW choice 5-Step Pay at Pump & Plenti Proud Partner Required Synergy Other Synergy image configurations and Synergy imaged dispensers at Gemini images sites Required 50% Current EM OSA 50% BW choice 5-Step Pay at Pump & Plenti Proud Partner Required Gemini Gemini imaged sites and dispensers Required 50% Current EM OSA 50% BW choice Plenti instructional decal ONLY Required All sites must remove acrylic holders and Smart Card applications/plenti Cards from all dispensers. 33