VOLUME 1 JULY 2006

CANADA

VISUAL

STANDARDS

GUIDE

©2006 by Lowe’s®. All rights reserved. Lowe’s and the gable design are registered trademarks of LF, LLC and used under license by Lowe’s Companies Canada, ULC.

TABLE OF CONTENTS

3 Advertising Requirements

5 Content Management Guidelines

6 Vendor Responsibilities

7 Colour Image Specifications

9 Copy Specifications

9 Logo Specifications

10 Colour Proofing Specifications

11 Standards for Colour Proofs

12 Appendix A

Canadian Content Management Guidelines Lowe’s July 20061

Canada Content Management Guidelines Lowe’s July 20062

Lowe's has established guidelines for Content Management to ensure consistency and accuracy of media assets. Content is definedas photography, product copy specifications and logos for advertising purposes.

Our vendors are responsible for providing Lowe's with photography and advertising information according to the specificationsoutlined in this guide. A list of qualified photography studios is printed in the back of this guide. Lowe's strongly recommendsthe use of these studios when working on Lowe's projects, as they are familiar with our standards and naming conventions.

William D. Robinson

President

Lowe’s Companies Canada, ULC

Canada Content Management Guidelines Lowe’s July 20063

. .LOWE’S ADV E RTISING REQUIREMENTS

Photography:Before beginning the production of photography, vendorsshould call the Content Management Hotline at 704 757-2002to discuss their product lines.

Lowe’s only accepts the highest quality photography andreserves the right to refuse images provided by outsidesources.

The examples below illustrate our expectations of productphotography. While we do not in any way want to restrictcreativity in the photography process, these shots depict ourminimum requirements.

Silhouette:This is a silhouetted photographthat is consistent withphotography guidelines. It istypically used in preparations thatshow an array of similar itemsside by side. Our photographys t a n d a rds enable us tocommunicate the angle andlighting conditions so that theitems, once shot, can be re-used.

Dramatic Angle:This is where the photographys t u d i o ’s creativity comes intoplay. Dramatic product shots aresilhouetted images that are shotfrom interesting perspectives in away that accentuates thep ro d u c t ’s key attributes. Forexample, a power tool should beshot in a way that conveys themessage of “power,” while ashot of flooring should convey“beauty.”

If a vendor uses a Lowe’s preferred studio, the studio must billthat vendor directly. All images must be exclusive to Lowe’swith unlimited usage rights.

All photography containing humanity and/or location must beaccompanied by a signed model and/or location release.Signature of model and/or the vendor supplying the image isrequired.

Avoid stock photography, except in cases of extreme need,especially in large format usage like overhead doors. Buy-outsare acceptable. We do not want the same image being used bya competitor.

In recognition of the fact that about one-third of the Canadianpopulation today is re p resentative of some n o n -white/non-Caucasian ethnic group, every effort should bemade to ensure that photographs that contain humanityrepresent diverse humanity. Please strive to ensure that one-fourth to one-third of the people represent ethnic minorities,including: Asian(Chinese, Vietnamese, Filipino, Asian Indian,etc.); African; Arab; or ethnically ambiguous individuals. Pleasenote that in order to achieve this objective, photographers mayneed to use ethnic models in about one-third to one-half oftheir photographs. By doing so, after photographs areeliminated for various technical reasons, photographers stillshould be able to ensure that their final photos provide a goodrepresentation of the Canadian population.

Please ensure that the application of this diversity standard isnot applied in a way that potentially might be misinterpreted byconsumers as stereotypical. Please strive to include thisdiverse humanity in various situations (Example: asconsumers, commercial business customers, storeassociates, corporate employees, etc.). Please seek outopportunities to use diverse talent in product group areas likeAppliances, Millwork, Flooring, Fashion Plumbing, SeasonalLiving, Paint, Home Organization, Walls and Windows, KitchenCabinets, Fashion Electric and Hardware.

A preferred studio list is located in Appendix A at the back ofthis document. The list contains contact names and numbers.These studios have knowledge of specific Lowe's productgroups, which will save time and money.

Canada Content Management Guidelines Lowe’s July 20064

Lowe’s Companies will not be held liable in any way due tofailure on the part of any outside agencies.

Lowe's prefers digital photography, though conventionalphotography is acceptable for front cover images.

Front cover photography (digital or conventional) should be 5"x 7" RGB images at 450 dpi, saved as uncompre s s e dPhotoshop TIFF files. This also applies to all live nursery andplant photography.

Other photography should be 4" x 5" RGB images at 450 dpi.Images with a background should be saved as uncompressedPhotoshop TIFF files. Images with a clipping path must besaved as Photoshop EPS files.

Any lifestyle or room scene photography must includep roducts and props that are composed of Lowe’smerchandise.

Lowe’s operates stores across the country in markets thatinclude suburban, urban and rural areas. As a re s u l t ,photographers should attempt to ensure that an appropriatelydiverse re p resentation of situations and environments iscaptured. In other words, please carefully consider the productgroup being shot and determine if it might make sense toinclude some lifestyle or room scene photographs that wouldbe relevant for a market like Gowanus/Brooklyn, NY (Example:smaller environments with high ceilings as one might find in abrownstone), as well as for a market like Charlotte, NC. If theproduct is a regionally restricted product for distribution, thenplease ensure that the environment is regionally appropriate.

Canada Content Management Guidelines Lowe’s July 20065

CONTENT MANAGEMENT GUIDELINES

File Naming Conventions:Identify images with the Lowe’s five- to nine-digit item number. Put acapital “L” at the beginning of the item number and a lowercase “p” atthe end.

Example: L12345p

Commas are used to link numbers that have the same amount ofcharacters. For example, if the item numbers 12345, 12346, 12347,12548 were all in the same shot, the name of the photo would beL12345,6,7,548p. Example: with the following item numbers: 12345,12346, 12347, 12548 all in the same shot the name of the photo wouldbe: L12345,6,7,548p.

All common numbers reading from the left to the right have beendropped. The commas tell the database to link the photo to all four 5-digit item numbers.

A semi-colon is used when there is a mixture of five- and six-digit itemnumbers. For example, if the item numbers 12345, 12346, 12347,254878, 254988 were all in the same shot, the name of the photo wouldbe L12345,6,7;254878,988p.

The commas tell the database to link the photo to the five digits and thesemi-colon tells the database to start over at that point in the name andlink to the six digit numbers.

Identify images with a clipping path by adding the word “SILO” to theend of the item number.

Example: L12345pSILO

Images of products that do not have corresponding Lowe’s itemnumbers use the product name and/or style instead of an item number.Example: Pandora Special Order Carpet should be namedLSOSPandoraCarpetp.

Images of products that only have a vendor model number use thevendor name and product model number in place of the Lowe’s itemnumber. Example: model 123 should be LVENDORNAMEMDL_123p.

LSOSKichlerMontanaLightp.tif

L22130,4686,55398;201738p.tif

LSOSMohawkPremierLivingCarp.tif

L167029,77p.tif

Canada Content Management Guidelines Lowe’s July 20066

Image Details:All images submitted to Lowe’s must be accompanied by an Image Details sheet. A sample of this sheet is included inAppendix A, but vendors may obtain an interactive electronic version through their content specialist. All applicable fieldsmust be completed.

Logos:Please provide any applicable brand logos as Adobe Illustrator 8.0 EPS files. Also, please provide any applicable logo usageguidelines and a list of Lowe’s SKUs with which each logo can be used.

Product Specifications:All copy should be provided to Lowe’s using a specifically formatted copy template for each product. The proper template can be obtained by calling the assigned content specialist, calling the Content Management Hotline at704 757-2002 or looking on www.loweslink.com. See Appendix A for examples of templates.

Acceptable Disks and File Transfer Methods➤ CD-ROM; DVD-ROM (Preferred)

➤ WAM!NET

Images or copy not following guidelines will not be accepted.

VENDOR RESPONSIBILITIES

Vendors must submit advertising information in accordancewith Lowe’s standards.

Vendors must contact their respective content specialiststhrough the Content Management Hotline, 704-757-2002,when a new product line has been approved by Lowe’s or aproduct changes in some way that will affect photography orcopy. (i.e., colour change, new feature, warranty informationchange, etc.)

It is the vendor’s responsibility to ensure that ContentManagement has the correct contact information and tonotify Lowe's of personnel changes.

Vendors must respond to all requests from Lowe’s forsamples of product, copy specifications and/orphotography. Our ability to advertise products correctly andin a timely manner is dependent on vendor cooperation.

When Lowe’s selects a vendor’s item for inclusion in anadvertisement, we must have the vendor’s response to the

request within 48 hours. Vendors are responsible for meetingall due dates set by Lowe’s. Failure to do so will result in havingthe product deleted from the ad.

Vendors are responsible for the advertising content archived inthe Lowe's database. To ensure correct information isa rchived, vendors should routinely view and update thisi n f o rmation. Vendors should contact Lowe’s through theHotline to coordinate dates and times to visit to ensure thedatabase is purged of any obsolete information. This should bedone within 72 hours of a line or product change.

Any images sent to Lowe’s that contain models must beaccompanied by a Lowe’s model release for unlimited rights. Acopy of this release is in Appendix A, but vendors may obtainan interactive electronic version through their contentspecialist.

Canada Content Management Guidelines Lowe’s July 20067

Upon request, vendors should send no-charge product samples to the specified photo studio by the due date indicated by thecontent specialist. Products sent to Lowe’s photography studios must be tagged with the following information:

➤ Lowe’s item number

➤ Vendor name/contact information

➤ Vendor model number/vendor product name

All merchandise shipped to Lowe’s photo studios will become the property of Lowe’s upon receipt and at no cost to Lowe’s. Tohave a sample returned, provide a FedEx or UPS return label.

. .

COLOUR IMAGE SPECIFICATIONS. . . .

Format for Non-clipped Images:➤ 8-bit/channel RGB➤ Adobe 1998 RGB gamut➤ Macintosh TIFF format (uncompre s s e d )➤ 5" x 7" at 450 dpi (Room Scenes, Nursery & In-use)

Format for Clipped Images:➤ 8-bit/channel RGB➤ Adobe 1998 RGB gamut➤ Binary Macintosh Photoshop EPS format

(uncompressed)➤ 4" x 5" at 450 dpi (Tabletop & Gray Sweep)➤ Clipping path should be applied and active

General Image Characteristics:➤ No alpha channels or layers➤ No guides or ru l e r s➤ No bubbles, fingerprints or Newton rings from scans➤ No transfer functions or PostScript colour management➤ No signatures or waterm a r k s

General Image Colour and Quality:➤ Minimum image sharpening➤ No unintentional colour casts➤ No evidence of compression artifacts➤ No evidence of interpolation (“rezing up”)➤ No evidence of scanning from printed pages➤ No evidence of dust or scratches➤ Realistic and life-like flesh-tones➤ Realistic and life-like grass colour➤ Realistic reflections➤ Moiré patterns should be minimized➤ Colour should be matched to product PMS colors (list

to be provided)➤ Colour should be as rich, vibrant and eye-catching as

possible for the shot➤ Colour should be balanced across the image and not

“blown-out” in highlights➤ Shadows should be rich and contain detail➤ Shadows should be realistic and neutral➤ Retouching should be as seamless and undetectable

as possible➤ Retouching should be convincing at a minimum of

200% magnification

Canada Content Management Guidelines Lowe’s July 20068

Clipping Path Information:➤ Clipping path name should be “Path 1”➤ If image re q u i res alternate clipping paths, name them “Path 2,” “Path 3,” etc.➤ Additional paths may be saved, if needed, as selection shortcuts for colour corre c t i o n➤ Selection paths should be named with “Work” followed by a unique description so they will list

after the clipping paths in the window➤ T h e re should be no unsaved “work paths”➤ Clipping paths should be drawn and not “quick-mask” or “magic wand” masks➤ Cut 1 to 2 pixels into the image to prevent anti-aliasing➤ Paths cut around shadows fading into pure white should not cut into the image➤ Flatness should be set to “1” device pixel➤ 256 control points or fewer on each path (PostScript Level 2 limitations)➤ C rop images close to the clipped item so file size will be optimized➤ Clipping paths should be complete and closed around the image➤ When inner openings show background, use compound paths

Built or “Manufactured” Shadows:➤ Colour should be neutral gray so they can be used on a white backgro u n d➤ Shadows should reside on the black plate if in a CMYK image➤ Composition should look realistic and not compete with or

overpower the pro d u c t➤ Shadows should appear to come from a single, soft light sourc e➤ Shadows should be soft and pro g ressively lightened as they move

away from the pro d u c t➤ Shadow edges should be pro g ressively blurred as they move

away from the pro d u c t➤ Shadow should “anchor” the product to the gro u n d

– no floating or hovering pro d u c t s➤ Shadows should not appear in front of the product unless

the product is intentionally back-lit➤ Perspective should appear to be the same as the shot➤ Shadows should take directional cues from the natural

shadows and highlights on the pro d u c t

Canada Content Management Guidelines Lowe’s July 20069

.COPY SPECIFICATIONS. . . .

➤ Vendors should request copy templates on a regular basis because templates are regularly revised

➤ Copy templates should be filled out completely ➤ Spelling and grammar should be accurate

.

LOGO SPECIFICATIONS. . . .

Format for Logos and Vector Graphics:➤ Adobe Illustrator 8.0 EPS ➤ 8-bit Macintosh pre v i e w➤ Include document thumbnails➤ CMYK PostScript Level 2

Pixel-based Logos:➤ Should be auto-traced if possible➤ If auto-tracing is not practical, clean up logo as

much as possible➤ Auto-traced logos should follow logo specs➤ B/W logos should be saved as Bitmaps or

Grayscale at the highest resolution possible➤ If clipping paths are re q u i red, follow clipping

path specs➤ Colour logos that do not contain photographs

should be saved as CMYK➤ Colour logos that contain photographs should

follow RGB image specs

General Logo and Vector Graphic Characteristics:➤ Flattened artwork only – no layers or templates➤ No items should be hidden➤ All items should be unlocked➤ T h e re should be no stray points without colour or stro k e s➤ U n - s t roked or filled perimeter boxes around

logos do not need to be deleted➤ All type should be converted to outlines – no

fonts should be needed to open the file➤ Unused paintbrushes and colour swatches

should be deleted

➤ All fills and strokes should be set to knock-out – no overprinting

➤ Output resolution should be set to 1200 dpi➤ Split long paths should not be checked➤ Logos and vector graphics should not contain

placed images – Rasterize the logo if needed➤ Any vector graphics or logos that are rasterized

should use the following settings:➤ Width and height should fit within an 8.5" x

11" page (or be about 6" wide)➤ Resolution should be 1200 dpi➤ Anti-aliased and constrained pro p o rtions

should be checked➤ CMYK colour if vector artwork only➤ RGB colour if rasterization is due to placed

images

General Logo and Vector Graphic Colour and Quality:➤ Logos should fit on a letter-size page (or be

about 6" wide)➤ Logos and graphics should consist of one item

per file (not all variations on one page)➤ Logos and graphics should be built to be used

at 100% whenever possible➤ All items should be built with Pantone colors,

CMYK or B/W wherever possible➤ Items should be limited to 256 control points

per path (PostScript Level 2 limitations)➤ Auto-traced logos should be re p a i red to have

compound paths➤ Bézier curves and angles should be smooth and clean➤ Baselines should be straight and aligned➤ All paths that contain fills should be closed➤ No additional trapping elements should be pre s e n t

Canada Content Management Guidelines Lowe’s July 200610

COLOUR PROOFING SPECIFICATIONS

Information that should be attached to every colourproof shipment: All information that applies and is available to the vendor

➤ Lowe's Event ID➤ Round of pro o f s

(1st, Rev. 1, Rev. 2, Final, etc.)➤ Supplier contact info for questions

(a business card is acceptable)➤ Name, phone extension and Lowe's mail code

of recipient at Lowe's ( A d v e rtising Production = 3WPM)

➤ D e s i red turn - a round time of pro o f s(in days – not just “ASAP”)

➤ Supplier of files that produced proofs and con-tact info (if diff e rent from proofing vendor)

➤ P roofing output device(Kodak Approval, Creo, Fuji, etc.)

➤ P roofing output dpi (600, 1200, 2400, etc.)➤ Max density of images – including black ink limit

and UCR/GCR➤ C u rve applied to pro o f s

(linear or name/type of profile for re f e re n c e )➤ Printing type (sheet-fed, web heatset/coldset, etc.)➤ Printing paper type

(35# SNC 65 Brite, 50# Coated #5, etc.)➤ P roofing screen type (halftone, stochastic, etc.)➤ Printing lpi and dot shape/size➤ P roofing output lpi and dot shape/size

(if diff e rent from printing lpi )➤ P roofing output substrate

( c o m m e rcial gloss, publication matte, etc.)➤ Trap settings shown in pro o f

(none, or overlap – in points)➤ C o m p ression type used on images

(EPS, JPEG, uncompressed TIFF, etc.)➤ A c robat Distiller compression settings used to

make PDFs (if applicable)

Information that must be on every colour proof:All information that applies and is available to the vendor

➤ Lowe's Event ID➤ Date/time of printing➤ Output device (Kodak Approval, Creo, Fuji, etc.)➤ Scale of page pro o f s

(100% will be assumed unless marked)➤ Name and scale of each image on randoms

None of this information should be pro p r i e t a ry to thevendor supplying proofs to Lowe's. This inform a t i o ngives context to the proofs so Lowe's can make morei n f o rmed, faster and more consistent colour decisions.Without it, the colour reviewer is guessing.

Colour Proof DOs:➤ DO ship all colour proofs in protective packag-

i n g➤ DO ship page proofs in page ord e r➤ DO supply re t u rn shipping information if

c o rrections are re q u i re d➤ DO label shipments with “set” info (set 1 of 4, etc.)➤ DO ship marked-up proofs back with new pro o f s

during correction cycles➤ DO hinge overlays at top edge of proofs if

overlays are re q u i re d➤ DO try to keep like products together on

multiple-up randoms, if possible➤ DO run page proofs at 100% – Tile if necessary

Colour Proof DON’Ts:➤ DO NOT apply paper clips or staples to colour proofs➤ DO NOT trim off crop marks on page proofs, unless

requested➤ DO NOT reference prior jobs (Example: “same

settings as Event 125”)➤ DO NOT individually package proofs (adds weight and

slows reviewing time)

Canada Content Management Guidelines Lowe’s July 200611

.

STANDARDS BY WHICH COLOUR PROOFS WILL BE JUDGED. . . .

Suppliers should be aware of these standards every time colour is viewed:➤ Colour proofs should accurately re p resent the final printed piece as closely as possible➤ Colour depth should be optimized for the specific print vehicle and paper type➤ Colour proofs should simulate:

➤ printed ink colour➤ substrate characteristics, including colour, gloss and dot gain➤ printed screening (if possible)

➤ Colour should be as accurate to product colors as possible➤ Colour should be realistic and life-like (especially skin tones, plants and grass)➤ Retouching should be realistic and as undetectable as possible➤ Clipping paths should be clean and accurate➤ Colour should be rich, vibrant and eye-catching (according to design intentions)➤ Colour should be balanced across the image and not “blown-out” in highlights

Colour corrections will be marked if:Excluding obvious supplier errors or omissions

➤ Leaving image as-is will adversely alter perception of product or ad's intent➤ Cost of adjustments to images does not outweigh potential benefit to the ad➤ Quality of image or proof does not meet the above standard s

Canada Content Management Guidelines Lowe’s July 200612

APPENDIX A

Contents:

Photography Studio Contact Information

Lowe’s Model Release

Copy Template Samples

Canada Content Management Guidelines Lowe’s July 200613

Lowe’s Advertising ContactsContent Management Hotline:(704) 757-2002

Content.ManagementAdvertising@Lowes.com

Lowe’s Customer Support CentreMail Code 3EAP1000 Lowe’s BoulevardMooresville, NC 28117

TORONTO (on E.S.T. and E.D.T.)

Digital Freedom PhotographyPhotographer: David BattenEmail: start@digitalfreedom.comCell: (647) 297-6941Main: (905) 642-0030Fax: (905) 642-9584Address: 1780 Concession Rd. 3

Goodwood, ONL0C 1A0

The above studio is our current studio of choice in Canada.We are in the process of identifying additional studios withinCanada. Please look for updates to the Canadian ContentManagement Guidelines on Loweslink.com in Q3 06.

PHOTOGRAPHY STUDIO CONTACT INFO....

Canada Content Management Guidelines Lowe’s July 200614

Vendor Name: ________________________________

Model Release

In consideration of my engagement as a model, and for other good and valuable consideration herein acknowledged as received, I, ________________________, hereby grant ____________________ (hereinafter referred to as “Photographer”), its client, LoweʼsCompanies, Inc. and its subsidiaries including, without limitation, Loweʼs Companies Canada, ULC (hereinafter referred to as “Loweʼs”), Photographerʼs and/or Loweʼs legal representatives, assigns, those for whom Photographer is acting, and those acting with its authority and/or permission, the irrevocable and unrestricted world-wide right and permission to take, copyright in its own name, Loweʼs name or otherwise, and use, re-use, publish photographic portraits or pictures of me or in which I may be included, in whole or in part, without restriction as to changes or alterations, in conjunction with my own or a fictitious name, or reproductions thereof in color or otherwise, made through any medium at its studio or elsewhere, and all media now or hereafter known for illustration, promotion, art, editorial, advertising, trade, store signage, internet, electronic commerce or any other purpose whatsoever. I also consent to the use of any published matter in conjunction therewith.

I hereby waive any right that I may have to inspect or approve the first product or products and the advertising copy, or other matter that may be in used in connection therewith, or the use to which it may be applied.

I hereby release, discharge and agree to save harmless Photographer, Loweʼs, their legal representatives, officers, employees, assigns, all persons acting under their permission and/or authority and those for whom they are acting, from any liability by virtue of any blurring, distortion, alteration, optical illusion, or use in whole, part or composite form, whether intentional or otherwise, that may occur or be produced in the taking of said picture or in any subsequent processing thereof, as well as any publication thereof, including withoutlimitation any claims for libel, passing off, misappropriation of personality or breach of trademark, copyright or invasion of privacy.

I hereby represent and warrant that I am not currently an employee of or model for The Home Depot, Inc. (including Home Depot ofCanada Inc. and Home Depot Expo); Payless Cashway, Inc.; Sears (including Sears Hardware, Sears Appliance and Hardware, Sears Home and Orchard Supply and Hardware Company); Home Base, Inc.; Scotty's, Inc., Menard, Inc., Villagers Hardware, 84 Lumber, Wickes, Hughes Lumber, McCoys, Great Indoors, Sutherlands, The Brick, Pro Hardware, Pro Home Centre, Home Hardware, Canadian Tire Corporation Limited or RONA Inc. (including RONA Home Centre, RONA Home and Garden, RONA Lansing, RONA Cashway and The Building Box) (individually referred to hereinafter as a "Competitor"). I hereby agree that should I become engaged or retained by a Competitor I will immediately notify Lowe's and Photographer. I hereby further agree that while engaged as a model for Lowe's I will not perform or agree to perform any modeling services for or on behalf of a Competitor.

I hereby represent and warrant that I am over ( ) or under ( ) eighteen years of age, and competent to contract in my own name, or with the consent of my parent/guardian if I am under the age of eighteen, in so far as the above is concerned. In addition, I warrant that I am not represented by any agent, agency or any other person or entity. Accordingly, if any agent, agency, person or entity makes any claim against Photographer or Loweʼs for improper use of the images covered by this release agreement, including claims for compensation of any kind, I shall save harmless, and reimburse Photographer and Loweʼs for any and all damages the agent and/or agency would beawarded via court judgment, arbitration, mediation or settlement. I have read the above release agreement, prior to its execution, and am fully familiar with the contents thereof. This release agreement shall be binding upon me, my heirs and legal representatives.

__________________________ __________________________ Date Signature

__________________________ __________________________ Witness Parent / Guardian Signature (If under age of eighteen)

__________________________ __________________________ Witness Address Address

__________________________ Loweʼs Job Number

Canada Content Management Guidelines Lowe’s July 200615

12" Heavy Duty Compound Miter Saw•Includes 60 tooth Supertension Series 20 car-bide blade •Length-O-Matic •Dust N' Catch dustbag system •15-amp electronic-conductive motor#03278

12" Heavy Duty Titanium-HousedCompound Miter Saw•Includes 60-tooth carbide blade •Extensionkit for longer boards •Dust bag system foreasy clean-up •15-amp motor powersthrough the toughest materials #03278

Energizer 4-Pack AA Batteries•Not rechargeable •Worlds only AA lithiumbattery #173385

Energizer 4-Pack AA Batteries•Longer-lasting AA lithiumbatteries •Ideal for high-tech devices #173385

POOR Marketing Copy•Doesn't explain benefit to consumer.•Includes a typo.•Says a negative about the product.

GOOD Marketing Copy•Quickly explains benefit to consumer.•NO typos.•Brief copy points fit small ad space.

510 Series Insulated Steel Garage Door•Available in white, brown, almond, sandstone, teratone, hunter green and deep crimson colors•Available through Special Order

POOR Marketing Copy•Doesn't quickly explain benefits.•Only mentions ONE of many benefits.•Confusing terminology ("teratone")

consumers won't understand.

510 Series Insulated Steel Garage Door•Available in 7 colors with optional windows anddecorative inserts •15-year limited warranty•Available through Special Order

GOOD Marketing Copy•Succinctly explains multiple benefits.•No confusing terminology.

POOR Marketing Copy•Too much jargon (i.e. "Length-O-Matic").•Doesn't explain benefits of features.•Product name excludes major feature (i.e."Titanium-Housed").

GOOD Marketing Copy•Quickly explains benefit of features.•Product name includes differentiating

feature (i.e. "Titanium-Housed").•Brief copy points fit small ad space.

Examples of Good and Bad Features/Benefits Copy

Complete copytemplates withconsumer-friendlycopy!

• Be succinct.

• Clearly explain the feature/benefit to the customer.

• Don't repeat copy points.

• Be CLEAR.

• If you don't have theappropriate copy template for your product, call your Content Specialist and ask for the correct template. (Do not attempt to change a template or submit copyvia other documentation.)

Sample Ad

Canada Content Management Guidelines Lowe’s July 200616

Canada Content Management Guidelines Lowe’s July 200617

Canada Content Management Guidelines Lowe’s July 2006C3

Image File Name :

Image Details

PLEASE FILL IN ALL FIELDS

Tab/Project#: Page#: Block#:

Date Shot:

Studio/Vendor:

Content Specialist Designer:

Image Format:

Image type: Type:

Loweʼs Products in Shot:

Loweʼs Item #/Model/Name SOS Product Requisition

Lowe's Studio Props:

Loweʼs Item#/Model/Description SOS Collection (if known)

THIS SECTION FOR CONTENT USE ONLYTalent Release on file (Content):

Details entered:

CMS: ____________________________________________ Date: _____/_____/_____

Product Vendor

Product Vendor

Canada Content Management Guidelines Lowe’s July 2006C4

IMAGE DETAILSADDITIONAL ITEMS

Tab/Project# Page# Block#

Loweʼs item #/Model Name

SOS

Product Requisition

Non-Lowe's Studio Props:

Description & Vendor/Brand

SOS Purchase Location

Loweʼs Products in Shot: