Branding guidelines Discovery Consulting Services Financial Advisers
Content 1. Branding General guidelines when using the Discovery brand 4 Logos 5 Branded promotional items 6 Branding your vehicle 7 Office signage 8 Letterheads 9 Business cards 10 2. Advertising and marketing material Discovery partners 11 Print 12 Radio 13 Flyers 13 Marketing material 14 Exhibitions and promotional events 15 Insure marketing campaigns at BP petrol stations 15 Direct mail campaign 16 Campaigns on Demand 16 3. Website and social media Creating your own website 17 Financial Adviser Zone 17 Social media 18 4. Sponsorships Sponsoring your own event 19 Discovery sponsorship 19 5. Discovery Wellness Experience How to host a Wellness Experience 20 Vitality Wellness Centres 20 6. Contact details 21 2
1. Branding When Discovery was established as a small specialist health insurer two decades ago, we made a clear and profound promise: to make people healthier. Driven by constant innovation over the years, we created a multifaceted, integrated financial services organisation and expanded our original promise to include enhancing and protecting lives. Throughout our ongoing growth, our founding ideal has remained unchanged making people healthier and enhancing and protecting their lives has evolved into our core purpose, which frames our ambition, strategy and business methodology. As a brand, we aim to create an experience for each stakeholder group that is true to the Discovery values and our core purpose. Discovery Consulting Services financial advisers(ics) drive our marketing efforts Since its entry into the market in 1993, Discovery has had a marketing and distribution strategy that focused on empowering you, our financial adviser, to offer your clients access to our products and services. We support these efforts with brand awareness, communication and reputation management initiatives. Discovery s integrated marketing and communications strategies are designed to support the marketing and sales efforts of our financial advisers. Our strategies focus on driving awareness of the Discovery brand, communicating the Discovery value proposition and managing the reputation of Discovery in the marketplace. They encompass a range of marketing and communication tools and disciplines, which, in line with Discovery s integration model, are integrated across the various Discovery products and services to ensure coherence and alignment. Discovery s centralised marketing and communications hub, Discovery Marketing, consults with specialist agencies, experts and leading institutions to make sure these initiatives are in line with best practice and the latest thinking. Given the importance of our distribution channels to Discovery s overall success, a dedicated team within the division is tasked with ensuring timely, relevant communication with financial advisers. Looking to the future, our goal is to be one of the best insurance organisations in the world, one that is renowned for excellence, innovation and financial strength. We welcome your contribution to us achieving this goal. 3
1. Branding General guidelines when using the Discovery brand For us to support you in your branding efforts we have put together this user guide. The guide will show you how to use the Discovery name and brand in your marketing material. Please familiarise yourself with the following guidelines and make sure you apply them whenever you work with any element of the Discovery corporate identity (CI) within your business: If you mention Discovery in any marketing material, always explain that you market or represent Discovery by stating that you are an Independent Contractor to Discovery Life, by adding the following disclaimer: Discovery is the authorised financial services provider (FSP No. 18147) Always make sure any Discovery marketing material you distribute is current and accurate Please get our approval before you copy any material we have produced You may not contact our partners directly Before publishing or distributing any marketing material in which the Discovery name or product information appears, it must be submitted for approval to Discovery Marketing at Marketing_Support@discovery.co.za The print room can assist with printing your approved artwork. Email COLOUR_PRINT_REQUESTS@discovery.co.za for a quote. 4
1. Branding We ve created the following logo for you to use on your marketing material. Our product logos can only be used on marketing material created and approved by Discovery Marketing Before publishing or distributing any marketing material in which the Discovery name or product information appears, it must be submitted for approval to Discovery Marketing at Marketing_Support@discovery.co.za 5
1. Branding Branded promotional items You can order all Discovery branded clothing, promotional material (for example, water bottles, pens, mouse pads etc) and gifts through the DiscoveryWare store. You can view the latest DiscoveryWare catalogue or place an order at www.discshop.co.za or contact DiscoveryWare s sales assistants at discoveryware@discovery.co.za or on 011 529 5968. If you would like to have your own items branded with the Discovery Financial Adviser logo, please send the final artwork to Discovery Marketing at Marketing_Support@discovery.co.za for approval. 6
1. Branding Branding your vehicle When branding your vehicle, please make sure you use the Discovery Financial Adviser logo. No branding is permitted using the Discovery generic logo, or any of the Discovery product logos. You can brand your vehicle according to our specifications at your own cost Please contact Marketing_Support@discovery.co.za to request artwork for your vehicle branding No magnets can be used as branding material on vehicles. Remember that once your car is branded you are a representative of Discovery and it is essential you follow the rules of the road. Here are two examples of the Discovery Consulting Services financial adviser car branding: Acceptable Not acceptable Name & Surname 082 222 2222 Acceptable 7
1. Branding Office Signage We will assist you with your sign requirements to make sure the signs comply with our brand standards To order signs for your office, email your requirements and photos of where you would like to place the signs to IC_signage@discovery.co.za Sign requirements will vary from site to site, depending on the building itself and landlord restrictions All signs will be at your own cost Here is an example of the office sign for a Discovery Consulting Services financial adviser: Life Insurance Investments Medical Aid Short Term Insurance Wellness Life Insurance Investments Medical Aid Short Term Insurance Wellness Johan van Freden Tel: (012) 346 3409 Cell :082 824 1949 Fax: 086 648 1900 E-mail : johan.vanfreden@ic.discovery.co.za Johan van Freden Tel: (012) 346 3409 Cell :082 824 1949 Fax: 086 648 1900 E-mail : johan.vanfreden@ic.discovery.co.za If your contract with Discovery ends, you need to remove the signs within 30 days from the contract end date. 8
1. Branding Letterheads Discovery Consulting Services financial adviser letterheads are typeset by Discovery. To order a letterhead: Complete the letterhead application form and email it to Marketing_Support@discovery.co.za Once your application form is received, it will take about four working days to design your letterhead We will supply you with an electronic letterhead for you to print Your letterhead may not have a Discovery product logo. Only the Discovery Financial Adviser logo and contact information can be used on the letterhead It is your responsibility to make sure the details on your letterhead stay up to date. The following is an example of what is acceptable and unacceptable when creating a letterhead: 5 Bauhinia Road, Cambridge Office Park, Unit 2, Techno Park, Centurion, PO Box 786722, Sandton, 2146 Tel: (012) 648 9000 Business Executive: J Van Niekerk Jurgens.vanniekerk@dfc.discovery.co.za 5 Bauhinia Road, Cambridge Office Park, Unit 2, Techno Park, Centurion, PO Box 786722, Sandton, 2146 Tel: (012) 648 9000 Business Executive: J Van Niekerk Jurgens.vanniekerk@dfc.discovery.co.za Acceptable Not acceptable 9
1. Branding Business cards Business cards are typeset and printed in the same way as for other Discovery employees. We will provide you, as a Discovery Consulting Services financial adviser, with the first set of business cards at no charge and facilitate this for you. To order: You must complete the business card application form and email it to Business_cards@discovery.co.za Printing the business cards will take about 10 working days and we will courier them to you within this time Authorisation is given on the business card application form, and payment is therefore deducted automatically from your Discovery Consulting Services franchise fees (after the first set) For any orders after the first set, please complete this application form and email the completed form to Business_cards@discovery.co.za You cannot add any quotes, statements or patterns onto your business cards. The following image is an example of a business card for a Discovery Consulting Services financial adviser: Name Surname Financial Adviser Tel: 011 321 8765 Fax: 011 321 8764 cel: 082 111 2345 email: name@ic.discovery.co.za Tel: 011 321 8765 Fax: 011 321 8764 cel: 082 111 2345 email: name@ic.discovery.co.za Acceptable Not acceptable 10
2. Advertising and marketing material Financial advisers may not contact Discovery Vitality partners or DiscoveryCard partners directly. If you are interested in hosting anything that may involve Vitality or Card partners, email your request to Marketing_Support@discovery.co.za for assistance. Discovery Vitality and DiscoveryCard partners Clicks Ster-Kinekor Internet Solutions Cell C MTN Vodacom Telkom kulula.com British Airways (BA Local and International) Emirates Tsogo Sun Greyhound Europcar Royal Caribbean World Leisure Holidays Contiki Toys R Us Reggie s Pick n Pay Builders Warehouse Builders Express @home Incredible Connection 11
2. Advertising and marketing material Printed advertisements We have put together some Discovery advertisements covering each of the Discovery products you can place in your local publications. These advertisements can be personalised and sized to fit the space you would have bought in a particular publication. By using these, you will always look professional. It will also serve as an extension of the Discovery brand, tying into all overall marketing campaigns we run. Please email your advertising request to marketing_support@discovery.co.za DISCOVERY INVEST OFFSHORE ENDOWMENT PLAN LIMITED TRANCHE TURN BACK THE CLOCK ON THE RECENT RAND DEPRECIATION. Qualifying Discovery LIFE PLAN clients will receive a 13% better exchange rate and all other Offshore Endowment Plan clients will receive a 9.1% better exchange rate on their offshore investments. The cost of resizing the advert through our design studio and placing the advertisement will be for your own account. At Discovery, our core purpose is to make people healthier. And everything we have learnt over the last 21 years, we have put into practice by developing incentive programmes that encourage healthy behaviour. Behaviours such as exercising regularly and eating healthily can have a significant impact on the wellbeing of our clients. And our members have also benefited in the long run. Discovery members live longer. Therefore we can offer substantially lower premiums and better benefits on life insurance. On average, Discovery Life clients pay 20% less for life insurance and also receive up to 60% of their premiums back every five years. Discovery Invest is an authorised financial services provider. Registration number 2007/005969/07 Quinton Rakow Discovery financial adviser a dfc.discovery.co.z Email:quintonr@ Cell: 083 655 7220 GM_25642DIS_11/04/14_V2 12
2. Advertising and marketing material Radio interviews When doing a radio interview, please never give the impression that you are an employee of Discovery. Always maintain your identity as a financial adviser. You can only do radio interviews on your local radio stations. Before the radio interview, Discovery needs to approve any script in which Discovery is mentioned. Please email your script to us at Marketing_Support@discovery.co.za for approval. Flyers When designing flyers, do not copy images used in Discovery advertisements, on social media platforms or on the Discovery website. We can assist you with the design of your flyer or we can add your contact details to our product flyers that have already been created. For Discovery Marketing assistance: Submit the flyer and the contact details you want included in the flyer to Marketing_Support@discovery.co.za for design The turnaround time on flyers is approximately five working days The print room can assist with printing your approved artwork. Email COLOUR_PRINT_REQUESTS@discovery.co.za to get a quote. Tel: 011 321 8765 Fax: 011 321 8764 cel: 082 111 2345 email: james.vanheerden@dfc.discovery.co.za Acceptable Not acceptable 13
2. Advertising and marketing material Marketing material All marketing material in which Discovery is mentioned or where the Discovery financial adviser logo is used must be sent to Discovery Marketing for approval at Marketing_Support@discovery.co.za Ordering marketing material To order printed stock of Discovery marketing material, contact your business consultant. Downloading marketing material You can download the Discovery marketing material from the Financial Adviser Zone: Log in to the Financial Adviser Zone Under the Marketing Support tab, select the marketing material you need Download the marketing material and find your own supplier or our print room to get a print quote You may clip your business card to the marketing material before you distribute. 14
2. Advertising and marketing material Exhibitions and promotional events Financial advisers may take part in exhibitions, mall displays and promotional events. Discovery needs to approve the exhibition, your stand and all branded material. Email your request to Marketing_Support@discovery.co.za Your business consultant can order marketing material to display at your exhibition stand from central stores at MARKETING_STOCK_ORDERS@discovery.co.za Alternatively, you can download marketing material from the Financial Adviser Zone. Login on www.discovery.co.za and click on the Financial Adviser tab. Select the Marketing support tab to find the marketing material you need. If your franchise does not have its own branding, the branding can be hired or bought from Alligator at www.discbrand.co.za Acceptable Not acceptable Insure marketing campaigns at BP service stations You are allowed to market Discovery Insure at BP service station forecourts as long as the owner or manager of that service station has given you approval. Your business consultant can assist you with ordering Discovery Insure lead-generating cards and flyers from central stores. Branding can be ordered or bought from Alligator at www.discbrand.co.za 15
2. Advertising and marketing material Direct mail campaigns Discovery supports the financial adviser model as we believe that, given the complexity and impact of financial services products, consumers need guidance and expert advice to arrive at the best decision for their individual needs. Therefore we do not support using cold call direct mail campaigns in the form of knock and drops, flyers being handed out at traffic lights, or call centres. Campaigns on demand The Campaigns on Demand tool aims to provide you with targeted marketing campaigns for your clients. These planned campaigns will help grow your business and provide better service to your current clients. Campaigns on Demand mines our data by searching the various Discovery client databases to identify which of your clients are most suited for a chosen campaign. This could be to sell a new product, or to service a client with an upgrade. The result is a user-friendly report in a Microsoft Excel file, listing the ideal clients with some of their key information. Visit www.discovery.co.za, log onto the Financial Adviser Zone and click on marketing support to access the Campaigns on Demand tool and view the latest campaigns available. 16
3. Websites and social media Create your own website Discovery financial advisers may not create their own websites. All information about products and services is available on the Discovery website, which is continually updated. Visit www.discovery.co.za for all your information. Financial Adviser Zone The Discovery website is an excellent reference source for you, your clients and your business. The Financial Adviser Zone is on the Discovery website at www.discovery.co.za The Financial Adviser Zone is your one-stop website for everything Discovery. Once you log in, several resources and tools are available to financial advisers, including: Discovery marketing support material The financial adviser s commission report Being able to manage clients and your details with advanced search options Our weekly newsletters and newsletter archives Notices and news and how to gain access to register. If you are not registered yet, please visit www.discovery.co.za to start enjoying all the benefits. All you need to do is click on the Financial Adviser tab. This will take you to the landing page of the Financial Adviser Zone, where you can register. Email Marketing_Support@discovery.co.za if you have any queries. 17
3. Websites and social media Social media Use our social media toolkit for financial advisers to build your profiles on three main social networks: LinkedIn, Twitter and Facebook. Here are a few things to remember when using social networks: Before publishing or distributing any pages, profiles or groups in which Discovery s name or Discovery product information appears, these must be submitted to Discovery Marketing for approval at discoverybrand@discovery.co.za You may not use the Discovery logo or any Discovery product logos in any social network or profile without written permission from Discovery Marketing. Discovery cannot be used in the title of your profile or page. You can use the approved, specially designed banners and pictures we have created in the social media toolkit for you as a financial adviser. Advertising your business or services on any official Discovery page (Facebook, Twitter and LinkedIn) is not allowed. Any posts will be immediately reported and removed. Copying Discovery advertising images, Facebook cover page images or profile images on Twitter or LinkedIn is not allowed without written permission from Discovery Marketing. You are not allowed to discuss or share sensitive information about clients, Discovery or any Discovery products. A strong social media presence can add an extra layer to the relationship between you and your clients. It can also support you to produce leads and build your brand online. Here are a few tips to building the best social media profiles: Clean, professional layouts convey professionalism Always use high-resolution images in your profile pictures Fill out your profile information as much as possible nothing says rookie like an incomplete profile page Use our approved cover page images for your Facebook and Twitter cover pages, available in the social media toolkit. 18
4. Sponsorships Discovery s approach to sponsorship supports our core purpose of making people healthier and enhancing and protecting their lives. Our science-based wellness programme, Vitality, is the manifestation of this core purpose. In the same way that Vitality helps to make people healthier, our sponsorships give us the chance to work with more people in various activities that promote wellness and health. Sponsoring your own event Discovery Consulting Services financial advisers may sponsor their own events, but these must be approved by Discovery Marketing: email Marketing_Support@discovery.co.za Events you sponsor must have opportunities for leads generation You cannot sponsor an event that is not in line with our corporate identity Branding can be hired or bought from Alligator for your event, if your franchise does not have its own branding. Go to www.discbrand.co.za to see the available branding and place your order. Discovery sponsorship If you want to receive sponsorship from Discovery, you must submit a proposal and motivation to Sponsorships@discovery.co.za Your request will be evaluated based on the following criteria: Aligning with sport activities of mass participation such as cycling, walks, soccer, triathlon etc. In line with Discovery s strategy to promote an active lifestyle through mass participation Adding value to Discovery and having some form of return on investment Synergy with Discovery s sponsorship and marketing objectives: Create awareness Increase member participation and opportunities Engage sales and distribution representatives and clients. 19
5. Discovery Wellness Experience A Wellness Day is a fresh and fun approach to help you and your clients learn more about your wellness status and make healthy lifestyle choices. On the day, healthcare professionals administer screening tests like measuring glucose, blood pressure, cholesterol, waist circumference and body mass index. The results of these tests will help identify the health risks your clients and employer groups face. HIV counselling and testing is also available. The benefits for your clients include up to 24 000 Vitality points for all Vitality members. You may host a Wellness Day at your own cost. There is a six-week lead time in planning this event. How to host a Wellness Day Contact your business consultant who will guide you through the process with the help of a designated Corporate Health Manager (CHM) Complete the Wellness Day application form in full and send the completed form to the events co-ordinator at Corporateevents@discovery.co.za (this includes a site visit conducted by the Corporate Health Manager) Your Corporate Health Manager will confirm a date from the suggested dates or find an alternative date close to your suggested dates You will receive a reminder from the events co-ordinator before the event Your Corporate Health Manager will assist you with: Invitations, reminders and thank-you emails Branding Vitality Wellness Centres Your clients can also use Discovery s Wellness Centres across the country. The following tests are available: A Vitality Check HIV counselling and testing Vitality Nutrition Assessment Vitality Fitness Assessment Booking is essential The Wellness Centres operate strictly by appointment only, so bookings are compulsory. You and your clients can book an appointment by calling 0861 106 659 from 7:00 to 19:00, Monday to Friday, or by emailing bookings@vitalitywellnesscentre.co.za 20
6. Contact details Please contact your business consultant or send a query to Marketing_Support@discovery.co.za if you have any questions about our branding guidelines Here s a summary of the contacts available for your support: DiscoveryWare: discoveryware@discovery.co.za / 011 529 5968 Office signs: IC_signage@discovery.co.za IC Letterheads: Marketing_Support@discovery.co.za Business cards: Business_cards@discovery.co.za Central Stores: MARKETING_STOCK_ORDERS@discovery.co.za Sponsorship requests: Sponsorships@discovery.co.za Branding hire or buying: www.discbrand.co.za Print room: COLOUR_PRINT_REQUESTS@discovery.co.za Thank you for your continued effort and hard work in promoting Discovery and our products. We look forward to sharing a long-lasting relationship with you. Failure to comply with these guidelines One of the terms of the business agreement between you, as our Discovery Consulting Services financial adviser, and Discovery is that nothing about Discovery can be published without our written approval. If you breach this provision, we have the right to cancel your agreement and follow all legal avenues available. GM_27421DIS_11/11/14_V10 21