The ESCO sales network that works for you REWARDS

The ESCO sales network that works for you REWARDS

Preferred Business-Building Opportunities The Network that works to your benefit. The SYLVANIA Energy Solutions Network rewards participating ESCOs in two ways to build your sales and reduce your cost of doing business: Complimentary services, marketing and product, technical and training support. Business-building opportunities and services which ESCOs can purchase with Network QUICKPoints accrued based on purchases of qualifying value-added SYLVANIA ballasts and/or lamps. Program Guidelines: Mail, fax or scan and submit invoices directly to ESN Headquarters or upload invoices through www.sylvania.com/esn. Network Headquarters qualifies products to save you time or you can arrange for distributors to submit invoices directly to Network Headquarters. Purchase tier levels reset to Bronze every 12 months from your enrollment during your network enrollment month. QUICKPoints may not be redeemed for travel expenses including hotel accommodations, meals or travel/transportation. QUICKPoints expire every 24 months from your enrollment during your network enrollment month. You will receive monthly Network statements from SYLVANIA updating your program and QUICKPoints status. Your Network status can also be accessed in the protected section of the Network website located within www.sylvania.com/esn. SYLVANIA looks forward to partnering with your ESCO and serving the growth of your business through the dynamic SYLVANIA Energy Solutions Network initiative. 3

Preferred Business Benefits Preferred Benefits and Services Building sales. Reducing costs. By partnering with our energy service company allies through the SYLVANIA Energy Solutions Network, SYLVANIA is committed to proactively delivering the benefits of energy-efficient lighting technologies to our nation, our customers and our environment while reducing your cost of doing business and energizing your bottom line. Preferred treatments will be negotiated between SYLVANIA and your ESCO to ensure a mutually profitable relationship marked by an ease of doing business. SYLVANIA distributors may also extend preferred terms and conditions. Dedicated Energy Solutions Network website within www.sylvania.com/esn provides a comprehensive, convenient and secure online resource for accessing your protected QUICKPoints totals, SYLVANIA purchase history, QUICKPoints project/service redemption ordering and Network program information. SYLVANIA Commercial Engineer Team is a significant ESCO resource for valueengineering services and expertise on sales, technical specification and application support. Logistics commitments such as expedited lamp and ballast delivery ensure that your projects are installed in a timely manner. Preferred availability on high volume products ensures 100% line fill to enhance product specification and avoid project delays, based on ESCO submission of a 90-day product forecast form located at www.sylvania.com/esn. National recommended pricing (on a project basis) for ease of doing business. SYLVANIA end-user marketing communicates the benefits of energy-efficient lighting upgrades and the Energy Solutions Network to end-user markets through trade print advertising and public relations to generate leads. 4

Energy Solutions Network QUICKPoints (see page 7) are awarded for purchase of qualifying value-added SYLVANIA lamps and/or ballasts. Qualifying products may be viewed at www.sylvania.com/esn or contact your SYLVANIA sales representative. SYLVANIA Source database provides lead lists, prospect mapping and facility information to surface facilities for upgrade projects and drive lead generation through SYLVANIA sales professionals. Joint sales calls with SYLVANIA distributors advance the Network s business-building opportunities and leverage the familiarity and customer relationships of local SYLVANIA distributors. ESCO webinars and training at SYLVANIA Headquarters provide valuable opportunities for your staff members to strengthen their product and application knowledge, making them more effective and valued in the field. Training may also be applied to professional certifications. (continued next page) The Network is a powerful opportunity to upgrade your business success. 5

Preferred Business Benefits Building mutual business success and energy-efficient project growth as a team. Quarterly product promotions by e-mail offer special information on featured SYLVANIA products. Siemens Financial Services financing can assist ESCOs in bringing lighting upgrade projects to fruition. Quarterly Network e-newsletter focuses on Network news and ESCO industry content, successful QUICKPoints redemption case studies, lead-sharing successes and ongoing updates on the initiative. Excess product offers will be made available to participating ESCOs. 6

Preferred Business Benefits Network QUICKPoints Services QUICKPoints drive business-building opportunities. Since the business and marketing needs of energy service companies vary, SYLVANIA has designed the Network s QUICKPoints-redeemable services to be both flexible and fully customizable to effectively meet the business objectives and needs of your ESCO. Participating ESCOs receive QUICKPoints for purchasing qualifying value-added SYLVANIA products (visit www.sylvania.com/esn or contact your SYLVANIA sales rep for a qualifying product list). Should you wish, you can also buy QUICKPoints to complete a redemption project. ESCO/distributor co-marketing materials such as a four-color Energy Solutions Network-branded end-user sales kit. Each participating ESCO will receive a complimentary quantity of these investment-grade kits for end-user sales calls. Additional quantities are available through QUICKPoints redemption. QUICKPoints to be determined based on quantities requested. SYLVANIA distributors may also choose to support Network sales activities such as end-user seminars. Trade association dues and professional certification training costs, such as NALMCO and AEE, can be paid by redeeming QUICKPoints. Call Network Headquarters at 888.229.1929. Sales/product training provides the convenience of SYLVANIA experts coming to your place of business for professional staff development or professional certification training, QUICKPoints redemption based on the number and content of sessions. Marketing communications services (see page 8) provide comprehensive communications options from ESCO sales materials, advertising, public relations and direct marketing to websites, e-marketing and tradeshow booths. The Network is your source for a fully customizable arsenal of professionally produced, high impact marketing materials for generating leads and sales. QUICKPoints redemption totals to be determined on a project basis by calling Network Headquarters at 888.229.1929. 7

Preferred Business Benefits Marketing Communications Marketing to the max. A sales-focused marketing effort educates building owners, C-suite executives and facility/energy managers about energy-efficient upgrades while positioning your energy service expertise as a trusted engineering and financial solution. Customized to your marketing needs Network QUICKPoints-redeemable marketing communications services are designed to be customized to your business. Projects are developed with your full input, review and final approval of design and copy. NOTE: To initiate a marketing project, QUICKPoints totals necessary for marketing materials are quoted based on the specific and customized requirements of each project. However, a baseline QUICKPoints threshold is included with the following project descriptions to provide an indication of the minimum number of points necessary to undertake any given marketing assignment. Additionally, costs such as printing, postage, or advertising space fees can only be quantified when the details of a project are finalized. These costs may be borne by the ESCO or paid for with QUICKPoints. Should you wish, you can buy QUICKPoints to complete a project. Call Network Headquarters at 888.229.1929 to discuss and initiate a marketing project. 8

Generate leads and sales with customized marketing communications tailored to your business. LEAD GENERATION AND BRANDING SOLUTIONS Direct Mail Mailing Lists/Telemarketing Print, Broadcast and Outdoor Advertising Tradeshow Booths Websites Interactive Digital Marketing Logo Design/Redesign Driving sales with direct marketing QUICKPoints baseline: 750 points and up Direct mail targeting building owners, CEOs, CFOs, COOs and facility/energy managers with powerful energy-efficient facility upgrade messages is a dynamic and proven way to get the sales cycle rolling with lighting and energy system upgrade prospects. You can create customized marketspecific mailers or tailor your direct marketing to your company s specific strengths or target audiences. 9

Preferred Business Benefits Marketing Communications Drive upgrade demand. Targeted direct mailing lists and telemarketing QUICKPoints redemption total based on list quantity SYLVANIA offers a free list development option through SYLVANIA Source made up of numerous data bases and mapping software which provide detailed information such as facility square footage and the servicing utility. Dimensional direct marketing for added impact and response QUICKPoints baseline: 5,500 points and up Three-dimensional mailers are crowdpleasers created to surprise, entertain and communicate with impact by popping up, unfolding in an engaging manner, triggering digital sound chips or revealing a premium item as well as delivering a consistently high response rate. sales messages to business decisionmakers while enhancing your ESCO s visibility in your trading area. The cost of advertising space and insertion fees are either borne by the ESCO or may be arranged by redeeming QUICKPoints. Lead generating tradeshow booths QUICKPoints baseline: 5,000 points and up You can redeem QUICKPoints to create a wide variety of customized, modular or standardized trade show environments and integrated display features such as durotrans and CD-ROM kiosks or related promotional materials. High-impact print, broadcast and outdoor advertising QUICKPoints baseline: 750 points and up Whichever advertising medium you choose, benefit-driven upgrade ads deliver compelling energy services 10

Winning websites QUICKPoints baseline: 5,000 points and up Looking to refresh, expand or redesign your ESCO s website? A graphically appealing, well-organized website with clearly defined content that is easy to navigate and download is a central element of your marketing, sales and branding effort. Redeem QUICKPoints to access website consultation, creative development, design, copy, programming and search engine optimization solutions created exclusively for your business. Wired for interactive digital marketing QUICKPoints baseline for interactive projects: 1,000 points and up E-blasts and e-newsletters E-mail blasts and e-newsletters are a highly targeted tactic for special promotions and discounts or consistent communications which educate customers and prospects about upgrade opportunities. Digital sales presentations CD-ROMs and e-cards function effectively as direct marketing or sales presentation vehicles, or as leavebehinds for the prospect to explore at his/her convenience. Interactive multi-media presentations Whether DVD or web-based, interactive multimedia communications provide a sales-effective medium using text, graphics, sound, animation and/or video to deliver an ESCO s sales and marketing messages or training programs. 11

Preferred Business Benefits Marketing Communications Green building marketing solutions. Brand-driven logo design QUICKPoints baseline: 2,500 points and up A logo is your ESCO s brand identity reduced to its essence. A linchpin of every branding program, the creation or redesign of your company logo is an important central element of your corporate identity and your brand recognition in the minds of customers and prospects. SALES COMMUNICATIONS TOOLS Corporate Capabilities Brochures PowerPoints/Flip Charts Product/Service Brochures Sales Collateral/Sell Sheets Branded Wearables/Premium Items Corporate capabilities brochures are brand flagships QUICKPoints baseline: 5,000 points and up 12 Highlight your services, expertise and energy services capabilities as a trusted resource for leveraging energy-efficient upgrade opportunities. A high-quality, investment-grade corporate capabilities

publication is critical to supporting consultative financial sales to executive level prospects and reflects your professionalism and credibility. Sales kits and collateral that flesh out the deal QUICKPoints baseline: 1,500 points and up A dynamically designed, written and organized sales kit and related collateral materials that are design-compatible with your brand look are crucial to powering your company s business development efforts. Full-color services brochures, sell sheets and product literature are built around key marketing messages that communicate your ESCO s benefits and customer commitment. Wearables and premiums build brand Use your QUICKPoints to create a comprehensive array of branded wearables and premiums including shirts, jackets, sweatshirts, hats, and office items that can be customized with your company s logo to build employee pride and brand recognition among current and prospective customers. SYLVANIA branded premiums are also available (consult the SYLVANIA Promotional Merchandise catalog in www.sylvania.com/esn). PUBLIC RELATIONS Feature Articles Trade and Business Media Relations Tradeshow Media Relations Newsletters Press Releases Case Studies Media Alerts Media relations generate credibility and leads QUICKPoints baseline: determined on a case-by-case basis By tracking media editorial needs and communicating with media contacts on your behalf, SYLVANIA generates coverage in business, trade and consumer media to reinforce positive perceptions of your company s leadership, services and energy system upgrade expertise. 13

Preferred Business Benefits Marketing Communications An investment in your success. Feature articles and case studies build awareness QUICKPoints baseline: 2,500 points and up Features about your business and client successes appearing in the media build and validate your image as a knowledgeable resource for energy-efficient facility solutions. These tactics, generated through media relations efforts or ghost-written for your by-line and placed in the media, showcase your successful projects and your expertise on industry issues and trends. Features and client project profiles are also versatile promotional tools that can be used in sales kits, websites, direct marketing and proposals. Press releases keep the media spotlight shining QUICKPoints baseline: 750 points and up Newsletters position your expertise QUICKPoints baseline: 2,500 points and up External newsletters (electronic or print) are an effective communication strategy that positions your company as an expert. Editorial content may include project success stories, profiles of employee expertise, new or unique products and services, and perspectives on industry issues and trends. STRATEGIC MARKETING SERVICES Strategic Marketing Plans Business Plans Market Research Marketecture Brand Discovery and Strategic Analysis As the workhorse of public relations, a press release focuses on hard or soft news about your ESCO. A press release should be written to appear in a news medium with little or no editing by the media and well-written press releases often do as well as serving as a vehicle for media relations activity to whet media interest and generate larger news stories or feature articles on your behalf. 14

The Network is our investment Strategic business and marketing plans QUICKPoints baseline: to be determined by scope of project Recognizing that differentiation and branding are the keys to success in the energy service arena, SYLVANIA will work with you to develop a comprehensive marketing and/or business plan, strategic goals and tactical objectives to boost your market presence, operational efficiency and profitability. Strategic planning is a foundation to building a differentiated brand identity and key messages that set your business apart through greater marketplace visibility, enhanced customer loyalty and a bolder business development presence. Market research QUICKPoints baseline: to be determined by scope of project Determining the current and future trends of a market segment, and the needs, wants and buying-decision hot buttons of a target audience are essential to the development of sales projections, marketing tactics and key selling messages. SYLVANIA is experienced in the development, analysis and implementation of actionable market research including secondary and primary research, such as focus groups, on behalf of your business. Marketecture QUICKPoints for one day session: 10,000 points in your business and our commitment to your success. The Marketecture strategic analysis session identifies and probes the current market forces in the energy services category, the relationships between marketplace competitors and the criteria used by your target audiences in making buying decisions. Upon completion, Marketecture serves as a guidepost for strategic planning and creative communications development in support of the branding and marketing of your company and its services. Marketecture is a proprietary trademarked strategic planning process of Creative Marketing Alliance, a SYLVANIA marketing partner. Get the marketing you need If there are additional marketing components you want to implement, just let us know. You name it, and SYLVANIA will deliver! To create a successful marketing strategy, your company must understand what truly matters to your customers in making buying decisions. That entails coming to terms not only with your own corporate strengths and weaknesses, but those of your competitors as well. 15

Preferred Business Benefits Join Forces Energy-efficiency has emerged as a major issue that is now an important energy business segment in its own right and a growing corporate energy imperative targeted by both utilities and energy service companies. In such an environment, your company needs strong and proactive partners to gain and sustain growth. No other manufacturer program for ESCOs offers you the comprehensive portfolio of business-building opportunities available through the SYLVANIA Energy Solutions Network. SYLVANIA offers you the innovative products, programs, business opportunities and dedicated SYLVANIA energy service sales and technical staff to help your ESCO optimize the energy-efficiency of our country s electrical infrastructure, energize the bottom line of corporate America, and collectively grow your business and ours. Join forces with the Network. 16

OSRAM SYLVANIA North American Headquarters 100 Endicott Street Danvers, MA 01923 USA Phone: 888-229-1929 Fax: 609-799-7032 www.sylvania.com/esn 6/11 SESN REWARDS 2011 Osram Sylvania SYLVANIA is a registered trademark of Osram Sylvania OSRAM is a registered trademark of Osram GmbH All other trademarks and/or logos are those of their respective owners