CENEX POWERED LOCALLY TM CAMPAIGN MESSAGING GUIDE

CENEX®

POWERED LOCALLYTM

CAMPAIGN MESSAGING GUIDE

POWERED LOCALLYTM CAMPAIGN MESSAGING GUIDE 02

CENEX® POWERED LOCALLYTM CAMPAIGN MESSAGING GUIDECenex is powered by the local communities we call home. We’ve built our success in these communities through sincerity and trustworthiness — and our retail sites are often familiar town landmarks that serve as meeting places. We owe it to the people we serve to build a strong brand that ensures our ability to power our communities well into the future. This updated brand messaging guide is designed to help you do that. Use it as your reference for establishing and strengthening the brand identity in all your product communications. This introduction provides you with general guidelines. We cannot anticipate every situation that may arise, so we rely on your commonsense application of these guidelines to keep the brand unique, strong and consistent. If you have questions or need further information on the use of the Cenex brand, contact the Manager of Marketing and Communications, Mark Vanderlinde, at 651-355-4593 or at [email protected].

CREATING MARKETING MATERIALSThe Cenex Powered Locally campaign has been promoted throughout the country on TV, radio and online. As you develop new messages for your market, be sure to use this style guide as a reference to ensure that you're representing the brand and campaign appropriately. Coordination with existing marketing materials will be important to ensure consistency across all markets and to keep the brand positioning firmly on track. As always, you can find customizable materials that fit your business at cenexshop.com.

WHY IS CONSISTENCY IMPORTANT?Consistent and correct application of communication elements is necessary to create a uni�ed message that will distinguish the Cenex brand from its competitors. There are two reasons for consistency of identity:

• The �rst is legal: We need to protect the Cenex brand trademark by using it properly.

• The second is to secure the return on investment of the Cenex trademark. With consistent use, the brand becomes stronger.

WHAT IS BRAND IDENTITY?Brand identity is how the Cenex brand is presented to the public. Once a voice and tone are established, it is important to be consistent in all communications.

Powered Locally™ Campaign

Messaging Basics and Tone

Category Sample Lines

Typefaces

Logo Guidelines

Brand Representation

03

04

05–07

08

09

10

POWERED LOCALLYTM CAMPAIGN 03

THE POWERED LOCALLYTM CAMPAIGN The Cenex® Powered Locally campaign is all about your neighbors and your community. It’s an easy way to celebrate the unique nature of your business while capitalizing on Cenex brand equity. That’s why all Powered Locally messaging must be connected to Cenex branding. Our first priority is making Powered Locally messaging simple and accessible. Whether you’re a co-op owner with or without c-stores, an energy manager, a CES or a c-store manager, this guide will help you and your business get the most out of the Powered Locally campaign.

YOUR BUSINESS.POWERED LOCALLY.TM

MESSAGING BASICS AND TONE 04

THE BASICS Think of Powered LocallyTM as a punchline to your message. It succinctly wraps a bow around what you’re saying with a friendly smile. For example, if you’re promoting your Cenex as a proud member of the community, you might say something like, “Hometown pride. Powered Locally.TM” The words “Powered Locally” should always be separated from the rest of the message by a period and appear on their own line. Powered Locally is a Cenex campaign; therefore, it should only be connected to the Cenex brand rather than the co-op brand.

TONE At Cenex, we’re here to power our customers and our communities every day. We’re neighbors, friends and sometimes even family. We’re invested in the place we live and the people who live there.

POWERED LOCALLY IS

NEIGHBORLY We want people to know that we’re just as invested in the community as they are. “In your corner. Powered Locally.TM”

FRIENDLY Everyone’s welcome and we’re always happy to see our customers. “Nice to see ya. Powered Locally.TM”

FUN We take our work seriously, but we don’t take ourselves too seriously. “Feeding your sweet tooth. Powered Locally.TM”

HELPFUL As a neighbor, we’re always ready to lend a helping hand. “Working for you. Powered Locally.TM”

KNOWLEDGEABLE Trust us, we really know our stuff.

“High-quality fuels. Powered Locally.TM”

POWERED LOCALLY IS NOT

WORDY We don’t want to waste people’s time with long, meandering messages. “Getting the right fuel and the best road trip snacks for every mile. Powered Locally.TM”

OFF-COLOR We don’t use jokes that might make people uncomfortable. “Stayin’ gassy. Powered Locally.TM”

PUSHY We don’t grandstand or use aggressive messaging. “BEST lubes in the WORLD! POWERED LOCALLY!TM”

CLEVER We’re not overly cute or clever for the sake of being clever. “Locally sourced local power. Powered Locally.TM”

SAPPY We don’t try to score points by being cheesy. “Love is everything. Powered Locally.TM”

HOMETOWN PRIDE.POWERED LOCALLY.™

CATEGORY SAMPLE LINES 05

Versatility is a marquee feature of Powered LocallyTM. Here are some usage examples, but feel free to tailor messaging to your unique business and community. Remember to keep it short — the message preceding “Powered Locally” should not exceed five words in length.

MORE HORSEPOWER. POWERED LOCALLY.TM

EFFICIENT FLEET. POWERED LOCALLY.TM

CLEANER ENGINES. POWERED LOCALLY.TM

MORE MILES PER TANK. POWERED LOCALLY.TM

DEPENDABILITY. POWERED LOCALLY.TM

LESS DOWNTIME. POWERED LOCALLY.TM

RUNNING SMOOTH. POWERED LOCALLY.TM

WELL-OILED MACHINES. POWERED LOCALLY.TM

GRILL AND CHILL. POWERED LOCALLY.TM

EFFICIENT HARVESTS. POWERED LOCALLY.TM

LIGHTS ON. POWERED LOCALLY.TM

FUEL YOU CAN COUNT ON. POWERED LOCALLY.TM

FUEL LUBRICANTS PROPANE

MORE HOURS, LESS WORRY. POWERED LOCALLY.TM

A GOOD NIGHT’S SLEEP. POWERED LOCALLY.TM

BEST-IN-CLASS WARRANTY. POWERED LOCALLY.TM

PEACE OF MIND. POWERED LOCALLY.TM

FUEL ON DEMAND. POWERED LOCALLY.TM

THERE FOR YOU. POWERED LOCALLY.TM

FULL TANKS. POWERED LOCALLY.TM

ON TIME, EVERY TIME. POWERED LOCALLY.TM

WITH A SMILE. POWERED LOCALLY.TM

PARTNERS IN GETTING IT DONE. POWERED LOCALLY.TM

HELPING HANDS. POWERED LOCALLY.TM

WORKING FOR YOU. POWERED LOCALLY.TM



TPP AFD SERVICE

MUNCHIE CURES. POWERED LOCALLY.TM

MORNING ROUTINES. POWERED LOCALLY.TM

HELP IN A PINCH. POWERED LOCALLY.TM

CLEAN PIT STOPS. POWERED LOCALLY.TM

FRIENDS YOU TRUST. POWERED LOCALLY.TM

HERE FOR YOU. POWERED LOCALLY.TM

NICE TO SEE YA. POWERED LOCALLY.TM

FAMILIAR FACES. POWERED LOCALLY.TM

IN YOUR CORNER. POWERED LOCALLY.TM

NEIGHBORS HELPING NEIGHBORS. POWERED LOCALLY.TM

IN THE COMMUNITY. POWERED LOCALLY.TM

WE LIVE HERE. POWERED LOCALLY.TM



RETAIL FRIENDLY NEIGHBORLY

TYPEFACES 08

Trade Gothic Regular: Used as an alternative typeface as needed for design hierarchy

a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z1 2 3 4 5 6 7 8 9 0 ( . , ? ! & )

Trade Gothic Bold: Used for headlines


Trade Gothic Bold Condensed No. 20: Used for headlines on digital executions for the sake of readability and space


APPROVED FONTSThe new typography for the Cenex® brand is set with a combination of the following typefaces:

• Trade Gothic Bold, a sans serif typeface• Trade Gothic Bold Condensed No. 20, a sans serif typeface • Trade Gothic Regular, a sans serif typeface

The Trade Gothic typeface is a bold and confident one. It implies a strong stance in the market with knowledgeable employees and a community that keeps the Cenex brand grounded.

Note: The Trade Gothic typefaces listed here must be purchased. Use of these typefaces is permitted only if you and/or your marketing agency own a valid license for the typeface.

HEADLINESFor headlines, use uppercase Trade Gothic Bold or Trade Gothic Bold Condensed No. 20 if there are space restrictions (e.g., digital banners).

BODY COPYFor body copy, use Trade Gothic Regular in sentence case or uppercase, depending on usage.

SIZE AND LEADINGThe font size and line leading should adhere to a 1:1 ratio. Example:

CLEAN PIT STOPS. POWERED LOCALLY.TM

FONT SIZE 25 pt

LINE LEADING 25 pt

LOGO GUIDELINES 09

CLEAR-ZONE AREAFor the logo to be visually well-defined, it should always be positioned with adequate white space around it, referred to as the clear zone. As a guide, the minimum clear zone for the logo is governed by the width of the “E” in the Cenex® logo.

SIZE REQUIREMENTSWhen using the Cenex logo on standard collateral and printed pieces (e.g., 8.5" x 11" or 4" x 9" brochures, 5.5" x 8.5" direct mail), maintain a standard size of 1.0" in width. While the Cenex logo is bold, clean and reproduces well at a small size, it is necessary to use a minimum width of 0.25" to maintain legibility on nonstandard materials.

CLEAR-ZONE AREA

SIZE REQUIREMENTS

0.25"MINIMUM

1.0"STANDARD

BRAND REPRESENTATION 10

REPRESENTING THE BRANDBecause the Cenex® brand is trusted in the community, it is vital for the brand image to be maintained at all times. People and organizations associated with the Cenex brand must act in a professional manner that is favorable and beneficial to the brand. At left are examples of how the brand image can be executed on wearables and merchandise so that a clear, consistent presence is always reflected.

WEARABLES AND MERCHANDISEWhen using the Cenex logo on wearables and merchandise, it is acceptable for the Cenex type within the logo to be the color of the background. When possible, the Cenex logo should be produced in its preferred red color. Use the flat logo on clothing; do not try to reproduce the 3-D logo in stitching or on fabric. When using the flat red logo, it is acceptable to use a two-color option (red and white) where the word “CENEX” is white, making a larger impact, as seen on the polo shirt options. The Cenex logo should not be smaller than 1.5" wide when applied to wearables.

When applying the logo to merchandise, it is preferrable for the merchandise items to be red, black, blue, white or grey. Whenever possible, reinforce the Powered LocallyTM campaign by combining the logo with a Powered Locally message (refer to pages 5-8 for guidelines). Ensure enough clear space around the logo when adding your message.

To ensure proper use of the Cenex brand, a variety of materials are in stock, and custom orders are available through Cenex Shop, cenexshop.com or by calling 866-364-2500.

EXPERT ADVICE.POWERED LOCALLY.™

POLO SHIRT – GREY POLO SHIRT – BLACK

BASEBALL CAP

POWER STICK

PEN

CAR WINDOW CLING NOTEPAD

CAN COOZIE – BLACK

T-SHIRT – RED

If you have questions or need further information on the use of the Cenex brand, contact the Manager of Marketing and Communications, Mark Vanderlinde,

at 651-355-4593 or at [email protected].

Thank You

CENEX POWERED LOCALLY TM CAMPAIGN MESSAGING GUIDE

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