Download Franchise PDF

Brand
Style
Guidelines
© Winmark Corporation - All Rights Reserved
605 Highway 169 N, Suite 400, Minneapolis, MN 55441
Table of Contents
Brand Style Guidelines ........................................................................................................................................4
How to Use This Guide....................................................................................................................................4
Section 1: Company Overview ................................................................................................................... 5
Company Description (History) ......................................................................................................................5
Positioning Statement.....................................................................................................................................5
Core Message ........................................................................................................................................... 5
Core Values............................................................................................................................................... 6
Target Audience .............................................................................................................................................. 6
Primary Target Market ......................................................................................................................... 6
Secondary Market.......................................................................................................................................6
Psychographic Definition .......................................................................................................................... 6
Primary Market..................................................................................................................................... 6
Model Customers ................................................................................................................................. 7
Secondary Market.......................................................................................................................................7
Store Team ............................................................................................................................................... 7
Section 2: Brand Overview and Definitions................................................................................................8
What is a Brand?....................................................................................................................................... 8
What is not a Brand? ................................................................................................................................ 8
Brand Promise .......................................................................................................................................... 8
Brand Identity ............................................................................................................................................ 9
Brand Experience ....................................................................................................................................... 9
Our Store Atmosphere.......................................................................................................................... 9
Our Buy Process ........................................................................................................................................10
Brand Image ........................................................................................................................................... 10
Section 3: Voice and Look ........................................................................................................................ 11
Tone and Manner..........................................................................................................................................11
Copy Attributes .............................................................................................................................................11
DO’S.................................................................................................................................................... 11
©2014 Winmark Corporation
1
Table of Contents
DON’TS .......................................................................................................................................................12
Image Attributes ..................................................................................................................................... 12
Section 4: Logo Usage.............................................................................................................................. 13
The Mark .......................................................................................................................................................13
Use only approved Music Go Round logos............................................................................................... 13
Horizontal Logos ...................................................................................................................................... 14
Stacked Logos .......................................................................................................................................... 15
Logo File Types ....................................................................................................................................... 16
.JPEG FILES .......................................................................................................................................... 16
.PNG FILES .................................................................................................................................................16
.PDF FILES ..................................................................................................................................................16
.AI FILES & .EPS FILES ...................................................................................................................... 16
Protecting the Mark ......................................................................................................................................16
Retired Logos .......................................................................................................................................... 17
Approved Tag Lines .......................................................................................................................................17
Area of Non-Interference........................................................................................................................ 18
Minimum Size ......................................................................................................................................... 18
Section 5: Typography ............................................................................................................................. 19
Fonts ..............................................................................................................................................................19
Section 6: Color Palette ........................................................................................................................... 20
Pantone colors ........................................................................................................................................ 20
In-Store Paint Colors ............................................................................................................................... 20
Section 7: Store Signage .......................................................................................................................... 21
Store Exterior/Pylon ............................................................................................................................... 21
Window Treatment ................................................................................................................................ 22
Logo Decals and Striping ..................................................................................................................... 22
Franchise Disclaimer/Store hours ........................................................................................................... 22
In-Store Signage ...................................................................................................................................... 23
Section 8: Customer Communications .....................................................................................................24
Buy Policy ……………………………………… ..................................................................................................... 24
Print Advertising ..................................................................................................................................... 24
©2014 Winmark Corporation
2
Table of Contents
Broadcast................................................................................................................................................ 25
Radio ..............................................................................................................................................................26
Local Store Marketing .............................................................................................................................26
Direct Mail .....................................................................................................................................................27
Public Relations ...................................................................................................................................... 27
Cinema/Movie Theater .......................................................................................................................... 27
Billboard .........................................................................................................................................................27
Section 9: Digital Marketing.. .................................................................................................................. 28
Website ........................................................................................................................................................... 28
Digital Advertising ................................................................................................................................... 28
Email Marketing… ................................................................................................................................... 29
Social Media…….… ................................................................................................................................... 30
Facebook Ads ....................................................................................................................................... 31
Twitter …….….… .................................................................................................................................... 31
Instagram ….… ...................................................................................................................................... 32
Section 10: Corporate Identity ..................................................................................................................... 33
Letterhead…… ......................................................................................................................................... 33
Business Cards ......................................................................................................................................... 33
Email Signatures ...................................................................................................................................... 33
Merchandise Bags ................................................................................................................................... 34
Logo Wear Promotional Items…................................................................................................................... 34
Section 11:
Vendor Identity Usage ................................................................................................................34
Trademark Brand Representation........................................................................................................... 35
Section 12:
Media Buying Guide ................................................................................................................ 36
Marketing the Music Go Round Brand...................................................................................................... 36
Category Focus ................................................................................................................................................ 36
Our Message – We Buy! ............................................................................................................................. 36
Electronic Media ....................................................................................................................................... 36
Broadcast/Cable ........................................................................................................................................... 36
Radio ............................................................................................................................................................ 37
©2014 Winmark Corporation
3
Brand Style Guidelines
Brand Style Guidelines
How to Use This Guide
The purpose of these Brand Guidelines is to define guidelines for the representation of
the Music Go Round® brand for use on the web, print, and electronic media. There are
specific style standards that must be followed when operating within the brand.
Every touch-point with the customer – from email marketing, electronic media, in-store
signage, store atmosphere, print ads, flyers and website – represent our company and
creates an impression in the mind of our customer.
All Music Go Round marketing and advertising components created corporately will
follow these guidelines. Every marketing and advertising piece created by franchisees
must also follow these guidelines and be sent to corporate for evaluation and
consideration prior to its use. Each piece of marketing material created has the
potential to be a positive or negative influence on the brand.
This is an ever-evolving document meant to guide you through the creative process. If
you have questions or suggestions about the compliance of your marketing materials to
these guidelines, please do not hesitate to contact the Music Go Round marketing
manager.
©2014 Winmark Corporation
4
Section 1:
Company Overview
Section 1: Company Overview
Company Description – History
In the fall of 1986, a retail company called Hi Tech Consignments® was formed in
Minneapolis. Its mission was to buy, sell, trade and consign used and new musical
instruments and equipment. Its market priority was the development of strong
customer and community relationships that would in time grow into a large, loyal
customer base.
In 1993, Winmark Corporation® purchased the franchise rights to Hi Tech Consignments
and began franchising the concept as Music Go Round®. Because Music Go Round has
more used inventory than any other retailer in our industry, we consider ourselves the
world’s largest used musical instrument retailer.
PositioningStatement
The positioning statement tells how Music Go Round differentiates itself from other
music retailers. Our position is as follows:
Music Go Round will consistently provide unequalled value by buying, selling and
trading used and new musical instruments and equipment and delivering exceptional
customer service in a fun and exciting environment.
This statement should be kept in the forefront of our minds. It communicates and
defines to our customer who we are, what we are all about, and how we work.
Core Message
Our customers are our vendors. They are vital to the success of our brand; we want
and need them to believe in us.
Our concept is buy, sell and trade. Our passion is used musical instruments and
equipment. Our core message is value. We are able to provide our customers value
through:


Paying “on the spot” for used musical instruments and equipment.
Providing additional value with used price points…the customer gets more for their
money when they buy it used!

Carrying a wide and ever-changing selection of gear.
©2014 Winmark Corporation
5
Section 1:
Company Overview
Core Values




Ultra High Value – We must always clearly convey that we buy our customers’ used
gear, and because of this they are able to get great prices on really cool musical
instruments and accessories.
Quality Used Merchandise – We focus on buying modern as well as vintage product
that is in great working condition. We need to test and re-test the products we buy
and sell to our customers to ensure the product provides the value expected for the
price our customers pay.
Atmosphere – We offer a fun place to shop with energetic music, a cool atmosphere
with creative displays, great gear, and functionally merchandised product, so our
customers can actually try the product before they buy it.
Staff – Our employees are our customers – musicians with “people” skills! They
understand customers’ needs and wants, both from a gear and value standpoint.
They buy cool gear every day. They’re knowledgeable on cutting edge technology as
well as funky “vintage” product.
Target Audience
Primary Market
 Males 18-44 years old
 Marketing and advertising pieces speak to this demographic
Secondary Market
 Mothers 35-55 years old
 Mainly school band category
PsychographicDefinition
Primary Market
 Age 18-44 year old male





o
Musical talent of all levels and abilities
o
Has a strong personal attachment to the instrument that they are selling
o
Your year-round connection for used gear
o
Your best year-round advertising target
o
Constantly turning over new & used gear
They may have family with school aged children.
They may have more disposable income for “big-boy toys.”
Trade-in/trade-up always on their mind.
They can be a seasonal focus for advertising revolving around school band and
holidays.
ALWAYS advertise to our target demographic!
©2014 Winmark Corporation
6
Section 1:
Company Overview
Model Customers
 Beginner Musicians

o 14-24 years old
o Turning over gear as skill level rises
o “Guitar Hero” generation
o Parents a factor in purchasing the instrument
o Expects knowledgeable staff to help them purchase the right product
o This customer buys and sells to us
Weekend Warriors
o
o
o
o
Age 35-45
Recreationally making music
Reconnecting with their love of playing music
After many years of not playing an instrument is now purchasing new gear and
also has a lot of old gear that could be traded in
Secondary Market
 Age 35-55 year old female
o NOT an advertising demographic
o Usually shopping for someone else
o Value driven
o Appreciates clean and well organized stores
o Little to no knowledge about the products that we sell
Store Team
Stores need to hire individuals that are capable of representing the brand in a positive
way. At Music Go Round®, we define customer service as interaction and
communication with all customers. Our employees fulfill this requirement by delivering
these customer service goals:

Ensure the customers’ satisfaction with their shopping or selling experiences to help
build customer loyalty.

How the store staff interacts with the customer is critical to the
business.
o The quality and amount of service received may determine whether or
not a customer will return to the store.
Educate the customer about our point of difference.

o “We buy, sell and trade used musical instruments and gear.”
Provide operational efficiency.
o
Our inventory is purchased directly from our customers, and the key to
our success is the buy process.
o Buying is the most important aspect of Music Go Round; it must
receive the most attention and respect.
Provide product information to all customers.
Due to our unique point of difference, interaction and communication with our
customers are vital. Music Go Round depends on its customers to sell inventory to
the store and for the sales of that product.
o


©2014 Winmark Corporation
7
Section 2:
Brand Overview and Definitions
Section 2: Brand Overview and Definitions
What is a Brand?
A “Brand” is a trademark or distinctive name to identify product. It is what identifies
us in the mind of the customer: a logo, words, sentences or combination of these. It is
everything a customer hears, sees, thinks, and feels about Music Go Round®.
What is not a Brand?
A brand is not a logo, nor is it a product or just the visual elements of a company. A
logo without an ad or message behind it is not branding. To simply place a logo on a
sign without training the customer base or sales associate what it means is not
branding.
Brand Promise
A brand is a promise to a customer that is both tangible and intangible.


Tangible = can be seen or touched such as a logo, colors, all visual elements.
Intangible = what is felt such as emotions, values, personality, atmosphere, smell,
positioning.
The tangible and intangible work together to create the brand promise. This is the
brand consistency that the customer comes to expect from us through our use of such
things like gift cards, electronic media, print messaging, and customer service. For
example, if we suggest to customers that we buy all day every day, then we must
deliver. Fulfilling our promise is what develops a loyal customer base.
Our Brand Promise:
Music Go Round will provide the best value to our customers by purchasing and selling
the highest quality used products and passing the savings on to them.
Our business will be done in a fun and exciting atmosphere where customer service is
our top priority.
©2014 Winmark Corporation
8
Section 2:
Brand Overview and Definitions
Brand Identity
Our logo, fonts, ad templates, colors, and written words identify our brand. When seen
or heard these elements stand for Music Go Round®. If consistent, which they always
should be, these elements create instant recognition and additional touch points to
identify our brand. Our logo on a flyer insert should be easily identifiable as Music Go
Round.


When referring to Music Go Round audibly or visually, never attempt to abbreviate
or shorten the name. Do not use the following:
o MGR
o Music Go
Common examples of misuse may include:
o
o
o
Answering the phone
Emails
Conversations with vendors, customers, LSM partnerships
Brand Experience
Our goal is for the customer to have the same positive experience in all of our Music Go
Round stores. From the customer’s standpoint, what do we want them to think and feel
when they enter our stores? What do we want to come to their mind when they think of
Music Go Round?
Our Store Atmosphere








A friendly environment to buy, sell and trade your used equipment
An exciting musical atmosphere that appeals to both of your demographics
Music that spans all customer tastes
Well-organized merchandise that is visually appealing to the customer – easy to find
what they want
Great selection, condition and quality of used merchandise
Inviting store atmosphere
Customer – centric and attentive sales associates
Clean, dust-free gear
©2014 Winmark Corporation
9
Section 2:
Brand Overview and Definitions
Our Buy Process:







An easy to understand buy policy that is consistent from day to day
No appointment necessary
Pay $$$ on the spot
“Painless” process – quick and easy
Respectful treatment for customers’ item(s) that you do not accept
Make the experience satisfying to the customer
Well documented
Brand Image
Every decision, whether made by Winmark or a store, represents the brand. For
example, it is our goal to be consistent across all stores with our return policy,
e-commerce practices, and use of the gift card program. Consistency in our buy process
which includes buying all day every day, paying for product on the spot, and with no
appointment necessary is also a brand expectation.
We strive to deliver a great assortment of product – predominantly used – in musical
instruments, amplifiers, pro sound equipment and accessories. Last but not least,
providing the customer with the right impression: excellent store atmosphere, clean
environment, fresh smell, current/appropriate music, good customer service, and
limited hand written signs simplifies an inviting environment for all customers
The customer’s impression of our image
is vital to the success of the brand.
©2014 Winmark Corporation
10
Section 3:
Voice and Look
Section 3: Voice and Look
Tone and Manner
Tone and manner are emotion. It is not so much what is said but how it is said through
words and visuals. Consider the following:

Be brief – Do not attempt to communicate everything; if you do, the message you
are trying to convey will be lost. Communicate the key points of difference. For
example:
o
o


We pay you on the spot
We buy, sell and trade quality used and new musical instruments and
gear.
o We buy used gear all day, every day!
Be intelligent, professional and concise. Refer to brand personality. For
Example:
o Pre-Holiday – “Sell us your gear for holiday cash”
o Post-Holiday – “Get what you really wanted this holiday”
o Gift Card – “The perfect gift for any musician”
Refrain from using terms with negative connotations
o
o
o
o
o
Wrong
Not
Store Credit
Minimal
Not Buying
Copy Attributes
DO’s:
 The first letter of each word is capitalized when you have a headline.



In a letter or document, the register trademark ® is used on the first use of
Music Go Round® on each page; it is unnecessary to use, again, thereafter on that
page. The register trademark® should appear in the upper right corner of the logo
in a
“superscript” font size.
Use Music Go Round (no abbreviations) with all communications such as to
vendors, customers, community partners.
When using brand names in copy, use them only to describe the actual brands’
product and include the appropriate registered trademark. (e.g. Fender®
Stratocaster®).
©2014 Winmark Corporation
11
Section 3:
Voice and Look
DON’Ts:
 Never state Music Go Round® in all caps, for example, “MUSIC GO ROUND.”
 Never make a negative statement about a customer or any of the items.
 Minimize use of the word “sale.” We offer value every day.




o A “sale” is referred to as an “event” at Music Go Round.
Never use MGR as an abbreviation with external communications i.e. vendors,
printers, radio, phone greeting, etc.
Actual brand logos are not allowed in any form: print, website, email, signage,
etc., unless you have authorization to use the logo.
Never use a licensed trademark or registered brand to represent a product that is
similar but not the same brand. For example “Cort Stratocaster.”
Never use the logo within a sentence or headline. For example:
Come to
musical instruments and gear.

where we buy, sell and trade previously loved
Never use the logo without a registered trademark in the upper right corner.
Image Attributes
When choosing photos, pay attention to the details within the images:





Age of talent – fits within target audience
Settings of photography – avoid gear with obvious brand logo – i.e. Fender® or
Gibson®
Group photos – include ethnic diversity whenever possible
Does the image fit the placement? Is the photo correct for the viewer?
In-store photos must meet current store design standards
©2014 Winmark Corporation
12
Section 4:
Logo Usage
Section 4: Logo Usage
The Mark
The logo has been specifically designed for Music Go Round® to reflect the brand and
must never be altered or distorted in any way. The mark is a central component of the
brand and must be implemented consistently across all applications. The logo is a
reflection of the Music Go Round brand. Please notify Winmark of any inappropriate use
of this mark by any vendor or store location.
Use Only Approved Music Go Round Logos
* Notice that the following logos have a registered ® trademark in the upper right corner
of the logo.
“Shadow Logo” White on Black Primary use
embroidery
White on Black Text only
©2014 Winmark Corporation
“Shadow Logo” Black on White Primary use
embroidery
Black on White Text only
13
Section 4:
Logo Usage
Horizontal Logos
The horizontal logo is the preferred logo choice for Music Go Round®. This logo
format should be used at all times unless space restrictions require a narrower
treatment.
The horizontal logo is available in three versions: horizontal black, yellow and white
with headstock, including a black and white ‘burst’ outline version. All logos have the
registered mark ® in the upper right corner of the logo. Any logos with the registered
mark ® in any other location are retired logos and should not be used.
Horizontal Black
This logo can be used in any print or electronic application that is produced in color or
black white.
Horizontal Yellow
This logo is optimal for colored applications, where yellow will stand out such as with
darker backgrounds.
Horizontal White
This logo is best for black and white productions. It should be used any time that the
logo is going to be used on a dark or contrasting background. The jpeg file shows the
logo on a black background and can be used as a stationary header. The png file is a
transparent file and will allow you to place the white logo on a colored background of
your choice.
Horizontal Black and White Burst
Space permitting, the outline burst version may be used following the same guidelines
for colored and black and white application described above.
©2014 Winmark Corporation
14
Section 4:
Logo Usage
Stacked Logos
The stacked logo should only be used in situations where space restrictions do not
allow use of the horizontal logo. The stacked logo is available in three versions: stacked
black, yellow and white. Notice that the logo has the registered ® trademark in the
upper right corner of the “d” in "Round.” Any stacked logo with the register ®
trademark in any other location is retired and should not be used.
Stacked Black
This logo can be used in any print or electronic
application that is produced in color or black white.
Stacked Yellow
This logo is optimal for colored applications, where
yellow will stand out such as with darker backgrounds.
Stacked White
This logo is best for black and white productions. It
should be used any time that the logo is going to be used
on a dark or contrasting background. The jpeg file shows
the logo on a black background and can be used as a
stationary header. The png file is a transparent file and will
allow you to place the white logo on a colored background
of your choice.
©2014 Winmark Corporation
15
Section 4:
Logo Usage
Logo File Types
All approved logos are available for download from the Extranet in five file formats:
.jpeg, .png, .pdf, .ai, and .eps. These file types should satisfy most printing and
production needs. Other file types are available if needed by individual request to the
marketing department.
JPG Files
A JPEG is an image file that can be used in any word document or web application
where a high resolution image is not required. This is the file type most commonly
used by franchisees.
PNG Files
A PNG (portable network graphic) file is a graphic file best suited for digital and
the website where a high resolution image is not required. This file is optimal in the case
where a transparent background is desired.
PDF Files
A PDF (portable document format) file is used for representing two-dimensional
documents in a device-independent and display resolution-independent fixed-layout
document format. It is a file both for viewing and printing when rendered in high
quality.
AI and EPS Files
AI & EPS files are high-resolution files used in printing and logo wear. You will not be
able to view these files unless you have Adobe Illustrator, Adobe Photoshop, Quark or
other production software. Most printers, publishers and graphic artists will require
this file for production.
Protecting the Mark
Never attempt to re-create or modify the Music Go Round® mark in any way.






Do not use retired logos (listed below).
Do not change the Music Go Round typeface.
Do not change the colors of the font or the background.
Do not show the logo at an angle or a slant.
Do not change the location of the recycling symbol.
Do not use the recycling symbol within a sentence, word or headline.
©2014 Winmark Corporation
16
Section 4:


Logo Usage
Do not animate the logo in any way.
Do not attach any graphics to the logo (see Area of Non-Interference).
Retired Logos
The following logos have been retired and should not be used under any circumstance:






Any logo without the recycle ‘o’.
Any logo with a ‘colored burst’.
Any logo where Music Go Round appears in a “bouncing” font.
Any logo with graphics that interfere with the logo.
Any logo with a gray scale background.
Any logo with a background in a color other than black or white.
Approved Tag Lines




Used guitars, drums and more!
Your ultimate used guitar resource!
World’s largest used musical instrument retailer!
Right gear, Right price, Right here!
©2014 Winmark Corporation
17
Section 4:




Logo Usage
Sell us your gear; we’ll treat you right!
Reuse. Recycle. Rock.®
Your ultimate used gear resource
For musicians at all stages
Area of Non-Interface
To most viewers, the logo is Music Go Round®, but it is really the mark and space
around it. So the mark can be seen without distraction or competition, nothing is
allowed in its protected space. A minimum amount of clear space should surround the
logo, separating it from other elements such as headlines, text, imagery, or the outside
edge of the document. This area of non-interference preserves the legibility and visual
impact of the logo. Images should never be locked onto the logo.
Minimum Size
The logo should never be portrayed less than 2 inches long.
©2014 Winmark Corporation
18
Section 5:
Typography
Section 5: Typography
Fonts
Typography is a key element to the Music Go Round® look. The standard typographic
system for Music Go Round consists of the font Eras Bold ITC. If the primary fonts are
not available, use Arial, which is a standard font available on most computers.
PREFERRED:
Eras Bold ITC
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
ALTERNATE:
Arial Black
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
EscalidoGothico
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Please note that type should always contrast well with the background to ensure
readability. For example, if your background is dark, the type should be light enough to
be visible.
©2014 Winmark Corporation
19
Section 6:
Color Palette
Section 6: Color Palette
Pantone Colors
In-Store Paint Colors
For interior paint, slat wall, and color schemes, refer to the Brand Standards Handbook.
©2014 Winmark Corporation
20
Section 7:
Store Signage
Section 7: Store Signage
Façade/Pylon
Music Go Round® is a federally trademarked logo, and the registered vinyl colors must
be used. The standard exterior signage is either:

Black “text” sign with headstock design

Black “text” sign with additional text “bullet” and headstock design
On occasion, specific community’s building regulations may require specific design
elements that differ from our standard criteria. In this situation, the Director of
Training, prior to implementation, must approve the new sign criteria.
In addition, keep in mind the following:





Franchisees must use one of Winmark’s preferred vendors.
Viewing distance – All signs must be legible at the desired distance and sized
accordingly.
Restrictions – Signage must comply with any applicable code restrictions and be
placed where it will pose no safety hazard to pedestrians.
Any change in design or colors serves to weaken the mark and is a major cause
of concern to Winmark, franchisor and owner of the Plato’s Closet trademark.
Winmark must approve all exterior signs.
©2014 Winmark Corporation
21
Section 7:
Store Signage
WindowTreatment
Specifications for window treatments include a decal in ALL windows and doors with
an alternating message between windowpanes:
Decals must be in excellent condition free from fading, scrapes and
discoloration.
Franchise Disclaimer/Store Hours
A franchise disclaimer decal must be displayed in all stores in the lower window panel to
the right or left of the front door. This statement indicates that all stores are individually
owned and operated.
Store hours are to be displayed at eye level either to the left or right of the front door.
An OPEN sign is part of the standard build out kit from Designed Environments.
©2014 Winmark Corporation
22
Section 7:
Store Signage
In-Store Signage
Signage makes an immediate first impression to our customer. Music Go Round®
has a non-negotiable in-store sign kit that provides all necessary communications
to the customer, along with colors and graphics to enhance the entire
visual presentation of the store. Please keep in mind that too many signs can
be as bad as too few. Specific placement instructions are located on the Extranet
and on the TeamMHC website. All in-store signage can be ordered through
the TeamMHC website at http://www.teammhc.com/clients/log-on.php
For a list of the current in-store sign kits (i.e. core, clearance, gift card, lifestyle and
statement) refer to the MHC website. If the kits do not appear on their website, they
have been retired. All retired signs which should be destroyed, thrown away and no
longer used.
©2014 Winmark Corporation
23
Section 8: Customer Communication
Section 8: Customer Communication
Buy Policy
The Buy Policy is one of the primary pieces of communication for the brand. It is used
predominantly with the in-store explanation of the buy process.


Available in Full Color
The Buy Policy has editable sections, which allow for customization by each store.

Pdf files can be modified and saved by upgrading your Adobe Reader to the most
current version. A link can be found on the Extranet.
The editable sections include:
o Back Side
o Brand Names
o Store Information
o Store Hours
o Website
The Buy Policy is located on TeamMHC, as well as on the Extranet under
Advertising and Marketing/Local Store Marketing.
Print Advertising
Print advertising is done in local publications, community newspapers or trade
magazines. Follow these guidelines when creating a print advertisement:

Graphics should be age appropriate representing our core demographic.

Do not use clip art in print ads.
 A full library of lifestyle graphics is available on the Extranet under
Marketing/Images Gallery.

Follow copy instructions from Section 3: Voice and Look and Section 4: Logo Usage

Messages should be clear and concise.
o
Stick to your main two points.
o
If you get too wordy your message or point will be lost.
 When creating your own print ads:
o
Ads should always be anchored with the logo on the lower portion.
Any brand names used in ads must follow the guidelines stated in
Section 3: Voice and Look.
Sample print ads are located on the Extranet under Marketing/Print Advertising.
o

©2014 Winmark Corporation
24
Section 8: Customer Communication
Broadcast and Cable
The Music Go Round® library of television commercials is available to order through the
website portal in various formats: DVD available upon request.
The number after the name of the spot is the iscii code. This number matches the code
on the end slate of the commercial. Always refer to the name of the commercial and the
iscii code to ensure placement of the correct spot.
Commercials can be ordered with or without tags from the website portal. If your media
station is doing the tagging, they need to follow the examples below. All end slate
tagging on commercials should be in Arial or Helvetica font in black. Refer to the
following examples of approved end slates:
Evergreen Run Shopping Center
South Windsor
90 Buckland Rd.
860-648-2145
2 Metro Locations
2131 Zeier Rd
Madison , WI
608-241-9759
©2014 Winmark Corporation
2131 Zeier Rd
Madison , WI
608-241-9759
Now Open to Buy
Evergreen Run Shopping Center
South Windsor
90 Buckland Rd.
860-648-2145
musicgoround.com
Visit Our 10 Dallas/Ft. Worth
Metro Locations
musicgoround.com
25
Section 8: Customer Communication
Radio
Radio Production Instructions:
o
o
o
o
o
Produced spots and music bed options are available for download at the same
portal link as television spots.
A variety of scripts are available on the Extranet under Advertising and
Marketing/Radio.
Spots are to be produced by the local stations using the voice cast
recommendations located on the script.
The background music is available in :15, :30 and :60 second versions.
Script modifications – Email all modified scripts to the Style Encore marketing
manager for approval prior to use to ensure all brand standards are met
Recommended Tagging Instructions:
o
o
o
o
o
o
Single store – Music Go Round® located on Street Address in the blank shopping
center.
Two stores – Music Go Round in City at Address and City at Address
Multi-store market – Music Go Round has 4 Metro locations: City, City, City,
and City. Visit them online at musicgoround.com.
Now Open – Now Open in City at Address
Now Buying – Now Open to Buy in City at Address.
Depending on the time allotted for tagging, you may be able to add
additional information such as in the blank shopping center or at the corner
of blank and blank.
Local Store Marketing
Local store marketing should be an integral part of your marketing efforts. Aside from
being cost effective, local store marketing is an additional layer to your marketing plan
that helps build sales, inventory, and the brand through another customer touch point.
Everything from flyers, customer loyalty, clearance events and in-store clinics
contribute to your local store marketing efforts. Be mindful of additional opportunities
that may be available in your community.
Local Store marketing information and programs can be found on the Extranet under
Local Store Marketing.
©2014 Winmark Corporation
26
Section 8: Customer Communication
Direct Mail
Direct mail has proven itself to be a useful marketing tool.
When executing a Direct Mail campaign:





Research a printing vendor to use and make sure to:
o Select and customize the card.
o Supply customer list.
Have a purpose to your campaign.
Define your customer list to reflect your campaign…i.e. don’t send a
“Rocktoberfest” Direct Mail card to your band parents.
Plan ahead…Allow 2-3 weeks from your order placement for the campaign to land
in your customers hands.
Plan further ahead…Have your cards land with your customers 1-2 weeks BEFORE
your offer begins.
Public Relations
Additional public relations in the form of TV coverage or print media can be very
beneficial to an individual franchisee or market. Proper use of the Music Go Round®
brand name and logo, correct use of women brand/store names, appropriate use of
Music Go Round and Winmark store counts as well as figures/statistics are critical in
making certain information is credible, valid and properly quoted. Prior to going to
print or being interviewed, contact your marketing manager for approval and
recommendations to ensure all brand guidelines are followed.
Cinema/MovieTheater
This form of advertising has been effective only when using our 15 or 30 second
commercials and not static slides. Budget should not be allocated to this medium
unless other mediums are fully utilized first.
Billboard
Billboard advertising is dependent on drive-by traffic. Because of this, there is no way to
truly target our immediate demographic. The cost of billboard advertising is also a
strong deterrent as the majority of your marketing dollars will be spent on media where
you are able to target the 18-44 year old male.
©2014 Winmark Corporation
27
Section 9: Digital Marketing
Section 9: Digital Marketing
FranchiseeWebsite
Winmark has established a program for franchisees to create their own website using
an approved template. Features of the website program include:






Addition of email addresses (optional)
Customizable pages
o Home
o About Us
o Community Links
o Lessons and Repairs
o Cash for Gear
o New Gear
o Promotions
o Most Wanted
o Jobs
Domain name
o Approved format www.musicgoroundStoreName.com
To purchase a website, sign-up at http://portal.treefort.com/
Detailed information regarding the franchisee website set-up can be found on the
Extranet under Advertising and Marketing/Website.
Refer to the Internet Code of Conduct for franchisee website policies.
Digital Advertising
Digital ads come in a variety of sizes and styles. Many banners for online advertising
(i.e. Facebook Ads) can be found on the Extranet under Marketing/Online
Advertising. Some examples are:
Facebook ads
Facebook cover images
Google+ images
500x500 – Pandora banners
600x100 – commonly used for a Constant Contact footer
600x200 – commonly used for a Constant Contact banner
o This size also works nicely on top of any page on a store website
 728x90 (horizontal) – Used for online ads
 300x250 – Used for online ads
 160x600 (vertical) – Used for online ads






©2014 Winmark Corporation
28
Section 9: Digital Marketing
Email Marketing
Our email program through Constant Contact® allows the flexibility to modify
corporately produced email campaigns and the ability to create your own. When
creating your own emails, follow the guidelines previously stated in Sections 3-4 on
Voice and Look and Logo usage. All emails should contain the most current
Music Go Round® logo. For your protection, we have included some standard
disclaimers to follow.
RECOMMENDED DISCLAIMERS:






Spend More Save More
o Spend $50* get $10 off
o *before tax
Clearance Sale
o Offer valid on clearance items only and may not be used in conjunction
with any other discount, sale item, offer or benefit. Cannot be applied to
any prior purchase or gift cards. Valid only at store(s) listed below.
o Offer valid on clearance items only. Cannot be applied to prior
purchases. Valid only at store(s) listed below.
o As a member of our email club print this email and bring it in to receive
discounts 1 hour before the general public.
Include expiration date if applicable
o Offer valid through June 20th, 20XX
Trade up promotion
o Print this email and bring it in to receive an additional 10% on any
product traded in toward any purchase
Special Promotion
o Selected Items
o Discount applied to lesser of 2 items
o On items of equal or lesser value
Refer to Internet Code of Conduct for policies and clarification of Internet relate
issues.
©2014 Winmark Corporation
29
Section 9: Digital Marketing
Social Media
A social media site simply allows people to socialize online. From the business perspective,
it may be a way of communicating a specific message to your customers. Sites such as
Facebook®, Twitter®, Instagram® and Pinterest® are considered some of the more
common social media sites.
Facebook
At this time stores cannot have individual Facebook pages for their stores (per the
Internet Code of Conduct and franchise agreement) without prior approval from
Winmark. Facebook participation requests can be made to the marketing manager.
Stores choosing to request a page must meet the following criteria:




Submit an annual marketing plan via his/her media buyer or
advertising vendors that meets the minimum requirement of
advertising budget expenses per their franchise agreement.
Participate in an advertising co-operative (if applicable).
Maintain a Music Go Round® website with current, store specific content
Utilize Winmark established email marketing program, sending out a minimum
of one email per month.
In addition, the following activities are required:



The page is monitored daily for negative comments.
The site must show growth of fan base.
Business content only is posted at least two to three times a week, i.e. no
personal status updates, (reference the Internet Code of Conduct for more
information).
Winmark will create all Facebook accounts for the approved store and be given
admin rights of the store’s social network account(s) with the right to disable the
account upon any violation.
Social media platforms, used properly, provide us with a great opportunity to market
our brand and learn more about our consumers and our industry. Understanding the
proper way to communicate via this medium is the key to its success; not
understanding can be the downfall. Additional information can be found on the
Extranet under Marketing/Online Advertising.
©2014 Winmark Corporation
30
Section 9: Digital Marketing
Facebook Ads
Stores can place ads on Facebook® as a way of promoting their location and sending
potential customers to their store websites.
Advertising on Facebook can be narrowed down to target a specific age group, sex,
and radius around a store location all while keeping the cost fairly minimal with a pay
per click or per impression options. Messages within ads you have placed can be
changed at any time pending approval/activation from Facebook. The wait time on
this is usually only a few hours when placing changes Monday through Friday;
weekend updates may take longer.
In order to advertise on Facebook, a store will need the following:

A Music Go Round® website – The ultimate goal of your Facebook advertising
efforts is to drive traffic your store website. Therefore, it is important to keep
that information current and up to date.

A personal Facebook account – The only authorized brand Facebook sites are the
U.S. and Canadian national fan sites.
Allocate your advertising dollars accordingly. Before starting you should decide
how much money you want to spend per month on Facebook advertising.

Instructions for placing a Facebook ad, images for use when placing ads and text
recommendations are located on the Extranet under Marketing/Online Advertising.
Twitter
Twitter® is a free micro-blogging platform, which simply
means that it’s a way for anyone to broadcast short
messages to a group of followers. Followers can receive
messages on their computer or mobile phone. Retail
businesses use Twitter to inform customers of special
events, announce promotions, broadcast store information
such as hours, most wanted items, and inventory needs,
and to communicate with customers to build repeat
business.
Twitter is not the most effective forum for advertising to
our demographic; however, there are specific instructions
for setting up a Twitter account for your store on the
Extranet under Marketing/Online Advertising.
©2014 Winmark Corporation
31
Section 9: Digital Marketing
Instagram
Instagram® is a fun and quirky way to share your business with customers through a
series of pictures. Snap a photo with your mobile phone and choose a filter to transform
the image into a memory to keep around forever. Instagram was built to allow people to
experience moments through pictures as they happen. You can share the photos via
Flickr®, Facebook® and Twitter®.
As with our other social media outlets, i.e. Pinterest®,
Instagram presents some interesting issues regarding
trademarks. Per our guidelines, whenever showing a
brand on an item, it is important to use the ‘gently used’
phrase in your description. In addition, it is our
recommendation that you do not copy and paste any actual
brand logos from websites and use them on your Instagram
site. It is important to refer to your Brand Style Guidelines as
well as the Internet Code of Conduct to ensure the store is
not posting images or trademarks that would cause them to
be in violation of Brand Standards.
©2014 Winmark Corporation
32
Section 10: Corporate Identity
Section 10: Corporate Identity
Letterhead
Using the Music Go Round® letterhead, available through TeamMHC, or as a Microsoft
Word template, is highly recommended in all outside communication with vendors,
customers, and business partners. Usage builds brand identity and establishes a degree
of professionalism. When using blank envelopes or shipping labels, include the
Music Go Round logo.
Business Cards
Every store should have business cards printed and accessible to customers and
employees. Business cards are available through TeamMHC or can be ordered locally
in various quantities; the business card template is located on the Extranet under
Marketing/Local Store Marketing. If producing cards locally, use the following
format:






Logo
Name
Position (ie. Owner, Store Manager etc.)
Store Address
Store phone and fax numbers
Website and email address
Email Signatures
Consistency in email signatures is necessary when corresponding with vendors or
customers. Use the following format when creating your email signature:
Name (bolded)
Title
Music Go Round
(space)
T:telephone #
F: fax #
E: email address
Reuse. Recycle. Rock.®
musicgoround.com
©2014 Winmark Corporation
John Doe
Owner
Music Go Round
T: 123.456.7890
F: 123.456.7890
E: [email protected]
Reuse. Recycle. Rock.®
musicgoroundStoreName.com
33
Section 10: Corporate Identity
Merchandise Bags
All stores are required to use the standard Music Go Round® bag.



Bags are available in Small and Large sizes
Bags are Grey with Black Music Go Round Logo.
Available through Designed Environments
o 240MGR-911 – Small merchandise bag
o 240MGR-1923 – Large merchandise bag
Logo Wear and Promotional Items

Music Go Round logo wear is available through the TeamMHC website
at http://www.teammhc.com/clients/log-on.php



Recommended placement of the logo is on the upper left chest of the shirt.
Stores may also create their own logo wear locally using a digitized logo image.
Stores are required to use Music Go Round approved logos when creating
logo wear locally.
Promotional shirts are a great idea for in-store events, gift card
promotions and busy times of the year (to make employees stand out).

©2014 Winmark Corporation
34
Section 11: Vendor Identity Usage
Section 11: Vendor Identity Usage
Trademark Brand Representation
Music Go Round® stores carry a wide variety of nationally recognized brands (i.e.
Fender®, Gibson®, Marshall® etc). To eliminate any misrepresentation of these brands,
Music Go Round® stores must follow these guidelines:





The word “used” must be used prior to mentioning and in the same phrase as
any brand names of used inventory. If you are unsure of its proper placement
contact the marketing manager.
All brands must be represented in all lower case (i.e. fender) or all upper case
letters (GIBSON) and in a generic typeface font (Arial) when used for in-store
signage, electronic media (TV), print ads and the Buy Policy.
Actual brand logos CANNOT be represented (by downloading the logo from the
brand website) in any fashion on print ads, signage, website, or otherwise unless
you are an authorized dealer and are allowed to use a brand’s identifying marks
(such as a logo) for marketing purposes.
In instances where we carry new product and are authorized dealers, you
are allowed to display the vendor’s logo and provided signage.
Refer to the Extranet under Operations/Brand Standards for full details.
©2014 Winmark Corporation
35
Section 12:
Media Buying Guide
Section 12: Media Buying Guide
Marketing the Music Go Round Brand
A brand is a perception in the mind of the consumer about what to expect. There are a
lot of choices out there. There are a lot of choices out there, but our best success will
come from advertising our point of difference! A brand helps simplify these choices.
Marketing is crucial for growing store sales and expanding the brand as a whole.
Category Focus
Our Message: We Buy!
 This is our competitive difference
 Drives business into the store
 Majority of our marketing materials focus on the buy message
Electronic Media
Broadcast/Cable


Benefits
o
o
o
Sells the concept and builds store traffic for retailers
Creates most “lasting” impressions to build brand identity and image
Visual representation that attracts target audience
o
Reinforces our “non-resale” stereotype – store visual
o In-store spots important for new markets/stores
Recommended
o Cable Television
o “Male demographic package”
 VH1, TBS, FX, TNT, MTV, USA, Spike TV, Cartoon Network, ESPN

o We recommend a combination of 3 to 5 cable stations that target our
demographic.
Network Television
o
o
o
©2014 Winmark Corporation
Secondary Stations
CW – formerly WB
UPN
 Ad placement during syndicated runs of:
• The Simpsons
• Family Guy
36
Section 12:
Media Buying Guide
Radio

Benefits
o
o
o

Best use as a call to action i.e. Grand Opening, In-Store Event,
Clearance or Weekend Promotion
Can create awareness to targeted audience and has good promotional
value
Secondary marketing layer to television
Recommended
o
Classic and Hard Rock/Alternative Radio Stations
 Secondary – College or small signal independent stations
o
Evening, weekends mid-day (after 12p), Late night, Local music show
sponsorships (if available)
o 20’s aggressive Male radio personality reading a script
o Scripts created by stations based on your specific promotions
o Music bed available from the Extranet
o Added value options when using a media buyer



©2014 Winmark Corporation
Ticket giveaways
Customized promotions
No charge Live broadcast
37