November 17th - November 27th Ford Black Friday Sales Event Success Guide

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November 17th - November 27th Ford Black Friday Sales Event Success Guide
November 17th – November 27th
Ford Black Friday Sales Event Success Guide
November 17th - November 27th Ford Black Friday Sales Event Success Guide
Ford Black Friday Sales Event
             Success Guide

     WHAT’S IN THIS SUCCESS GUIDE:

1.   Introduction
2.   Black Friday Timeline
3.   Black Friday Media Plan (to come)
4.   Black Friday POS Material Car/SUV/Truck
5.   Black Friday Print Assets Car/SUV/Truck
6.   T2 Print Car/SUV/Truck
7.   Black Friday Digital Assets Car/SUV/Truck
8.   Black Friday Social Assets Car/SUV/Truck
9.   Black Friday Radio Scripts Car/SUV/Truck

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November 17th - November 27th Ford Black Friday Sales Event Success Guide
Ford Black Friday Sales Event
The Ford Black Friday Sales Event has arrived just in time to capture the attention of shoppers with its unbeatable cash offers on selected 2017
and 2018 Cars, SUVs and Trucks, effective from November 17th to November 27th.

To push for a strong close to November, we’re making every day Black Friday for ELEVEN DAYS, but that’s not all, Black Friday customer cash
combined with the current No-Extra Charge Winter Safety Package will give the shopper every reason to drive away in a FORD !

POS materials are complimentary to existing POS, and will start arriving the week of November 13th.
Black Friday POS materials should be installed during November 17th to November 27th , featured vehicles include:
• $3 500 Black Friday Cash Offer on 2017 Escape, Focus, Fusion or Edge
• $6 500 Black Friday Cash Offer on 2018 F-150

We will be updating all creative to support Black Friday in all media, including:
• Car/SUV and Truck 30-second TV spot
• Car/SUV and Truck 15 second internet pre-roll
• Car/SUV and Truck 30-second radio spots

In addition to TV, pre-roll and radio, all print and digital creative will be updated with a fresh look and feel (featuring only black vehicles, of
course) for Black Friday, including all co-opable assets.
Black Friday and November Co-op Advertising Program
• All Dealers will receive a 50% top-up to their November monthly allocation to support Black Friday and all November advertising initiatives
• Black Friday Co-op assets are now live on Toolbox
IMPORTANT NOTE: Black Friday advertising is not to be in-market until November 17th . Ads that run outside of the eleven days will not be
paid.

NEW!:
2017MY F-150 with $10,000 DA assets are now available on Toolbox, and will be co-opable until the end of the program period.                          3
November 17th - November 27th Ford Black Friday Sales Event Success Guide
Timeline
   Date(s)                                             To-Do                                           Complete?
                                                       Review Black Friday Event Co-op
                                                       Advertising

                                                       Start planning advertising, including website
   Starting     Review 2017 Black Friday Event
                                                       and social media channels, to feature Black
November 10th   Success Guide
                                                       Friday Event creative for the last half of
                                                       November.

                                                       Note: Black Friday Sales Event
                                                       advertising cannot be in-market until
                                                       November 17th

                Install your new Black Friday point-   Turn on advertising, including website and
                of-sale (POS) materials by adding      social media channels, to feature Black
November 17th
                them to the existing 2017 No-Extra     Friday Event creative
                Charge POS materials

November 27th
                Remove your Black Friday point-of-sale (POS) materials and all Co-op advertising
    End of
                relating to the Black Friday Sales Event
 Business Day

                                                       4
November 17th - November 27th Ford Black Friday Sales Event Success Guide
Media
Channel              Activity

Television

Radio

Online

Print

               5
November 17th - November 27th Ford Black Friday Sales Event Success Guide
Point-of-Sale Car/SUV & Truck (1/1)
Important: “Black Friday” POS is complimentary to existing October-November POS
and does not require the removal of advertising elements currently in place. POS
material arriving the week of November 13th.
                  Poster                                     Pole Sign

                                        4
November 17th - November 27th Ford Black Friday Sales Event Success Guide
Point-of-Sale Car/SUV
Important: “Black Friday” POS is complimentary to existing October-November POS
and does not require the removal of advertising elements currently in place. POS
material arriving the week of November 13th.

                                                        Windshield Cling
           Window Cling

                                                                           Magnetic Skins

                                        4
November 17th - November 27th Ford Black Friday Sales Event Success Guide
Point-of-Sale Truck (1/1)
Important: “Black Friday” POS is complimentary to existing October-November POS
and does not require the removal of advertising elements currently in place. POS
material arriving the week of November 13th.

                                                      Windshield Cling

          Window Cling
                                        4
November 17th - November 27th Ford Black Friday Sales Event Success Guide
Co-op Print (1/2)

       Lock-Up

   Generic Ad Block
           5
November 17th - November 27th Ford Black Friday Sales Event Success Guide
Co-op Print (2/2)

                                                Banner Ad Mat

Customizable Ad Block

                                        Half-Page Ad Mat
                            5
T2 Print – Car/SUV (1/2)

       Full-Page Ad Mats

              5
T2 Print - Car/SUV (2/2)
      Third Page Ad Mats

              5
T2 Print - Truck (1/2)
      Full-Page Ad Mats

             5
T2 Print – Truck (2/2)
      Third Page Ad Mat

             5
Co-op Print - Truck (1/3)

                            Generic Ad Blocks

                            Lockup

            5
Co-op Print - Truck (2/3)

                                     Banner Ad Mat

                            Customizable Ad Block

            5
Co-op Print - Truck (3/3)
                                Full-Page Ad Mats (Dealer Bottom)

Half-Page Ad Mat
  (Dealer Top)

                          5
Co-op Digital – Car SUV (1/5)

                                           Conquest (Big Box)

                                      Conquest (Leaderboard)

Conquest (Skyscraper)
                                     18
Co-op Digital – Car SUV (2/5)

                                              Customizable (Big Box)

                                         Customizable (Leaderboard)
Customizable (Skyscraper)                19
Co-op Digital – Car SUV (3/5)

Retargeting (Skyscraper)
                           20
Co-op Digital – Car SUV (4/5)

         Retargeting (Big Box)

                  21
Co-op Digital – Car SUV (5/5)

       Retargeting (Leaderboard)
                   22
Co-op Digital – Truck

No Offer Banners            Offer Banners

                   23
Co-op Social

TWITTER NO OFFER

                                  FACEBOOK NO OFFER
                        24
Co-op Radio Car/SUV
Car/SUV :20
Option 1:
At  Black Friday is 11 days long, so there’s no need to rush. From November 17 th to 27th, get $3500
in Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge. When you can get a simply great deal on Black Friday,
it’s easy to get into a Ford. Details at .

Option 2:
At , Black Friday is here. And it’s 11 days long. Get Black Friday value on vehicles to get you ahead
of cold weather. From November 17th to 27th, get $3500 Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge.
When you can get a simply great deal on Black Friday, it’s easy to get into a Ford. Details at .

Option 3:
At , Get Black Friday value on vehicles to get you ahead of cold weather. From November 17 th to
27th, get $3500 in Black Friday Cash on a new a 2017 Focus, Fusion, Escape, or Edge. 11 days will go by quickly, so act
now. With a simply great Black Friday deal, it’s easy to get into a Ford. Details at .

Car/SUV :10
Option 1:
At , from November 17th to 27th you can get $3500 Black Friday Cash on a new 2017 Focus,
Fusion, Escape, or Edge. Details at .

Option 2:
Get $3500 Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge from November 17 th to 27th at . Details at .
                                                          25
Co-op Radio - Truck
Truck :20

Option 1:
At , you can get great Black Friday value on the new 2018 F-150. From November 17th to 27th, get
$6,500 Black Friday Cash on the most capable F-150 yet. Details at .

Option 2:
At , you can get great Black Friday deals on the new 2018 F-150, a truck that’s the most capable F-
150 ever.. For 11 days only, get $6,500 Black Friday Cash on most new 2018 F-150s. From November 17th to 27th only.
Details at .

Truck :10

Option 1:
At , we make Black Friday easy. From November 17th to 27th, get $6,500 Black Friday Cash on most
new 2018 F-150s. Details at .

Option 2:
At  we deliver Undisputed Black Friday value. From November 17th to 27th, get $6,500 Black Friday
Cash on most new 2018 F-150s. Details at .

                                                         26
APPENDIX
November 1st – November 30th
2017 Winter Safety Package Program
     Success Guide - Updated
2017 Winter Safety Package Program
          Success Guide

 WHAT’S IN THIS SUCCESS GUIDE:
  1.    Introduction
  2.    WSP Timeline
  3.    October Media Plan
  4.    WSP POS Material
  5.    WSP Print Assets Car/SUV/Truck
  6.    T2 Print Car/SUV/Truck
  7.    WSP Digital Assets Car/SUV/Truck
  8.    WSP Social Assets
  9.    2017 National Offers
  10.   WSP Radio Scripts
  11.   Easy Test Drive Program (non co-op)
                   29
2017 Winter Safety Package Program
This fall, we’re pleased to announce the return of our Winter Safety Package Program designed to help get customers into a new vehicle and
be ready for the winter all at the same time!

Continue to capitalize creative across all media featuring the Winter Safety Package (Winter Tires, Rims and Pressure Sensors), along with our
0% financing message for 72 months on the 2017 Escape. We will also have all-new 15 second pre-roll videos that will be airing throughout
YouTube that focus directly on the Fusion and WSP.

New “Easy Test Drive” option on Ford.ca
Phase II launched towards the end of August, the assets you see on page 18 are being used to reach auto intenders who are in the mid-to-late
stages of their shopping journey. In addition, users who have completed the following Key Buying Activities (KBAs) on ford.ca will be
retargeted with the test drive message.
       • Build & Price
       • Search Inventory
       • Estimate a Payment
       • Trade in Value
Take this opportunity to re-familiarize yourself with MBG 2017-210N and the New “Easy Test Drive” option on Ford.ca

November Co-op Advertising Programs

2017 Winter Safety Package Co-op Assets:
• November Co-op Claims deadline is January 10th, 2017.

You can find the Winter Safety Package Co-op assets by visiting: FD ToolBox > National Advertising >> October/November Winter Safety
Package Program OR FDA ToolBox > National Advertising >> WE Scare Hunger

Note: At the top right of the InFord page, dealers have the option to add an icon. There should be the availability to add the Toolbox icon. Once
it has been added, dealers should be able to access the Toolbox directly from InFord.
                                                                                                                                               30
Updated Banner Page

                                          Timeline
 Date(s)                                      To-Do                                            Complete?

Nov. 1ST to   Review the      Review November          Plan advertising and media to be in-
 Nov. 30      Winter Safety   co-op advertising        market in November, featuring No-
              Package         program bulletin         Extra-Charge Winter Safety Package
              Program                                  launch creative
              Launch
                                                       Hold staff meeting to review the
              Success Guide
                                                       November incentives (as detailed in
                                                       C&I bulletins)
                                                       Update advertising, including website
                                                       and social media channels, to feature
                                                       No-Extra-Charge Winter Safety
                                                       Package creative

                                                  31
October Media Plan
Channel                                                   Activity
             • Planned TV program highlights:
                    • English Canada: Blue Jays, NHL Playoffs, NBA Raptors, Yukon Gold, Cardinal, The Path, The
                      Magicians, Six, Timber Kings, Supergirl, Jade Fever, Diesel Brothers, Colony, Jimmy Kimmel
Television            Live, Fargo, Full Frontal with Samantha Bee, The Expanse, Bear Grylls, Survivorman,
                      Shameless
                    • French Canada: L’Arbitre, Les détestables, Et si?, Perdus en Alaska, Les Simpson, Au pays
                      des Cajuns, Infiltration, Antichambre, 24CH, Hockey 360
             • Stations are selected based on listenership composition against target audience and the station’s
               market ranking.
             • FDAAs planned always on radio, weight levels vary by region
Radio
             • Continue Spotify Audio and Video initiative which will feature a :30s spot for both Focus and
               Escape, with a companion banner (driving to Ford.ca) – will be accessible through desktop,
               mobile and tablet

             Always On campaign will feature:
             • All intender tactics in market (Brand Block, Conquest, Search, Programmatic , Video, Shopping
Online         Tools & High Impact.)
             • Call back strategy with digital and video retargeting
             • Heavy Up in select regions to support Canada’s Best with awareness and purchase intent tactics

             • FDAAs planned media strategy to ensure representation in all markets
                  • Major dailies, weeklies and commuter papers in new 1/3 page size are planned and will
Print
                     run throughout the month
                  • Heavy Up in select regions to support Canada’s Best
                                                 32
Window Clings
                Point-of-Sale (1/2)
                                 Pole Signs

                        33
Point-of-Sale (2/2)
Magnetic Skins
                                       Poster

                         34
Point-of-Sale TRUCK (1/2)
                   Pole Sign

Window Cling

                               35
Point-of-Sale TRUCK (2/2)
Poster

                    36
Co-op Print (1/3)

                       Lock-Ups

   Generic Ad Blocks

          5
Co-op Print (2/3)

                                                Banner Ad Mat

Customizable Ad Block

                            5           Half-Page Ad Mat
Co-op Print (3/3)
   Full-Page Ad Mats

          5
T2 Print – CAR/SUV (1/2)
       Full-Page Ad Mats

              5
T2 Print - CAR/SUV (2/2)
       Third Page Ad Mats

               5
T2 Print - TRUCK (1/2)
      Full-Page Ad Mats

             5
T2 Print – TRUCK (2/2)
      Third Page Ad Mats

              5
Co-op Print TRUCK (1/3)

       Generic Ad Blocks

             5
Co-op Print TRUCK (2/3)

                                                Banner Ad Mat

Customizable Ad Block
                                   Half-Page Ad Mat
                         5
Co-op Print TRUCK (3/3)
       Full-Page Ad Mats

              5
Co-op Digital – CAR/SUV

                                    Conquest (Big Box)

                                  Conquest (Leaderboard)
Conquest (Skyscraper)              47
Co-op Digital – TRUCK

          48
Co-op Social

Twitter No Offer

                                  Facebook No Offer

                        49
2017 NATIONAL OFFERS: Overview
• Our “EASY” advertising platform is designed to assist customers throughout their shopping journey and to
  drive traffic to your showrooms
• One of the key elements of the platform is to differentiate from the competition by featuring representative
  vehicles that most customers buy
• As previously announced (MBG 2016-423N ), in collaboration with your National FDAA chairpersons, the
  SMNAT dealer committee and Regional FDAA’s, we are continuing to feature the following hero vehicles in
  National and Regional advertising through 2017

MY             Model                         Trim       Rapid Spec      Free Standing Options

2017           Focus                         SE         200A            Automatic (44W)

2017/2018      Fusion                        SE         200A            None

2017           Escape                        SE         201A            None

2018           Escape                        SE         200A            None (Note: SEL Walk-Up Strategy)

2017/2018      F-150 SuperCrew 4x4           XLT        300A            5.0L V8 / Trailer Tow Package (53A)

                                                                                                                 50
2018 F-150
Vehicle Spec & Equipment Group          XLT SuperCrew 4x4 300A         Enhanced 5.0L V8
Free Standing Options Included        5.0L V8 / 53A Trailer Tow Pkg.   Crew Cab Space and Utility
Lease Payment Advertised                  $199 Every 2 Weeks           4x4 Functionality…
Payment Details                                                        10-Speed Automatic
 Term                                             36M                  17" Alloy Wheels
 Rate                                            0.99%                 Cruise Control
 Down Payment                                    $3,350                Power Tailgate Lock
 Dealer Participation                            $3,520                SYNC (Bluetooth in-car connectivity system).
 Dealer Margin Remaining                         $2,272                Fog Lamps
 Residual (Oct 2017)                              49%                  Auto Start/Stop

                           HALO OFFER / NATIONAL OFFER PAYMENT

                                                                                                          51
Co-op Radio CAR/SUV
CAR/SUV OFFER :20

OPTION 1:
Cold weather is right around the corner. At , we have the vehicles you want with the features you need to
get ahead of the cold weather. Plus, when you lease or purchase select 2017 Ford vehicles, they come with a No-Extra-Charge
Winter Safety Package, which includes tires, rims, and pressure sensors. When you can get ahead of the cold weather, it’s easy to
get into a Ford. Details at 
OPTION 2:
The cold weather is almost here. Right now you can warm up to great vehicles and great financing at .
Get the vehicle you want loaded with the cold weather features you need, plus get 0% APR Purchase Financing for up to 84 months
on select 2017 models. When you can get ahead of the cold weather, it’s easy to get into a Ford. Details at .

CAR/SUV :10

OPTION 1
Purchase or lease Select 2017 Ford vehicles at  and get a No-Extra-Charge Winter Safety Package,
which includes winter tires, rims, and pressure sensors. Details at .
OPTION 2
 has the vehicles you need to get you ahead of the cold weather. Plus, get 0% APR Purchase Financing
for up to 84 months on select 2017 models. Details at .
OPTION 3
 has the  you need to get you ahead of the cold weather.
Plus, get 0% APR Purchase Financing for up to  on select 2017 models. Details at .

                                                              52
Co-op Radio TRUCK
TRUCK: 20 SECS

OPTION 1.
The new 2018 F-150 has arrived at . The most capable F-150 ever. With more powerful engines in the
only military-grade aluminum-alloy body in its class, you can do more than ever before. Get great lease and finance offers with a no-
extra charge winter safety package valued at 2300 MSRP. For details, visit 
OPTION 2.
The new 2018 F-150 is here now. The most capable F-150 ever. Visit  to lease the 2018 F-150 XLT
Super Crew 4x4 for only 199 every 2 weeks for 36 months at 0.99% APR with 3350 down. Plus, get a no-extra-charge winter safety
package valued at 2300 MSRP. For details visit 
OPTION 3.
The new 2018 F-150 is here and right now, you can  the  for only . Plus, get a no-extra-charge winter safety package. No matter what the challenge… bring it, here at
. Details at 

TRUCK: 10 SECS

OPTION 1.
The new 2018 F-150 is here now. The most capable F-150 ever. Get great lease and finance offers at .

OPTION 2.
The new 2018 F-150 is here. Tow more, haul more and do more than ever before. Check out our special offers on the Ford F-Series
lineup at . 
OPTION 3.
We’re determined to bring you the best offers on your favourite Ford F-150 truck here at . Whatever the
challenge, bring it. 

                                                                 53
Reminder: Easy Test Drive Program on Ford.ca
  Tier III Easy Test Drive Program Assets (non-co-op)
    For full program details refer to MBG-2017-210N

                         54
“Schedule a Test Drive” Form (Landing page 1)

                     55
“Schedule a Test Drive” Form (Landing page 2)

                     56
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