2 3
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
Contentsbetter sites and the co-op program
image program guidelines
advertising program guidelines
contacts
04
12
24
39
Today, consumers have more
choices than ever. To win their
business, you have to go above
and beyond the competition.
By offering high quality fuels,
innovative loyalty programs
and being committed to always
improving the consumer fueling
experience, BP is Better. Period.
4 5
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
Building better sites with Co-opBP’s Co-op program is designed to help you win against
the competition by investing in your site to create a
cleaner, safer, more attractive environment – one that
consumers should want to return to again and again.
We conducted research and asked consumers
what they expect when choosing a gas station
and identified 10 basic items. We call these the
Top 10 Musts.* Our research shows that sites
that deliver on all Top 10 Musts, on average,
may perform better than those that do not.**
*The Top 10 Musts are based on the results of BP proprietary research and items from the Helios Retail Brand Standards materials.
**Fuel volume growth based on site level volumes from Jan-Oct, 2013. Helios Retail Brand Standards data based on average scores from SP1 and SP2 2013.
100% Co-op reimbursement for eligible image expenses continues
throughout 2014. Highlighted below were three of the most missed
Top 10 Musts in 2013 along with Co-op eligible items that you can take
advantage of to meet consumer standards.
LED pole and perimeter replacement lighting50% REIMBURSEMENT 21
BP approved trash containers/amenity bins100% REIMBURSEMENT 21
Canopy LED down lighting50% REIMBURSEMENT 17
Exterior paint and primer100% REIMBURSEMENT
Power washing service100% REIMBURSEMENT
Concrete/asphalt and blacktop repairs/parking lot seal coating/striping100% REIMBURSEMENT
22
22
22
Dispenser and skirt decals100% REIMBURSEMENT
Valance replacements100% REIMBURSEMENT
Nozzles covers and splash guards
New fuel dispenser
50% REIMBURSEMENT
50% REIMBURSEMENT
Polycarb dispenser re-facing100% REIMBURSEMENT
Dispenser riser panels100% REIMBURSEMENT
18
18
18
19
18
18
Exterior paint and primer100% REIMBURSEMENT 22
Power washing service100% REIMBURSEMENT 22
LED LightBar100% REIMBURSEMENT 17
Global Sign Restoration service100% REIMBURSEMENT 21
Canopy bullnose, bullnose decals and helios head10100%0% REIMBURSEMENT 17
DETAILS ON PAGEDETAILS ON PAGE DETAILS ON PAGE
Canopy is well maintained
Dispenser works and pumps at a normal rate
Site elements are clean
8 9
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
Your Co-op budgetTo be eligible for the Co-op program, you must be a BP Branded Marketer who
has purchased BP branded fuels and diesel products and has been a Branded
Marketer for at least one year. A BP Branded Marketer must be in good standing
and meet minimum volume requirements.
The budget is funded at a rate of 15 points or ‘15/100’ of 1 cent per gallon of
your prior year’s purchases of BP branded fuel and diesel products. Funds not
used during the current year will NOT be carried over for use in the next
calendar year.
Top Performer Payout for 2015 Branded Marketers with an average Helios 2014 Retail Brand Standards score of
95% or above will receive a direct payout of their 2015 Co-op budget. No Co-op
claims will be required. This is only available to top performers.
Co-op fund eligibilityYour current Co-op program budget must be used for eligible advertising
and image expenses for the 2014 calendar year ending December 31, 2014.
Advertising start date and image invoice date must fall in current calendar year
for use of 2014 Co-op funds.
Branded Marketers
with an average
2013 Helios score
of 95% or above
will receive a direct
payout of their 2014
Co-op budget. This is
only available to top
performers.
DeadlinesClaims and claim documentation must be submitted on-
line within 90 calendar days after the end of the quarter
in which the advertisement ran or image item was
invoiced, with the exception of fourth quarter. If claim
documentation is mailed, it must be postmarked by the
deadline date to be eligible for reimbursement. These 2014
deadlines are firm and will not be extended. Claims and
claim documentation postmaked and received after the
deadline will be rendered ineligible for payment.
Claim date range/date ad ran*
Co-op fund transfersCo-op funds can only be transferred during the year if a
Branded Marketer becomes a sub-jobber to another BP
Branded Marketer and is no longer part of the BP network.
Co-op funds cannot be transferred due to site transfers from
one Branded Marketer to another Branded Marketer through
the year. There will be no adjustments made to the Co-op
fund balance of either the transfer Marketer or transferee
Marketer until the next calendar year.
For 2014 Co-op budgets, the volume of the purchased
site will be factored into the calculation of the purchasing
Branded Marketers’ balance from the time of the purchase
to the end of the year. Volume will be included in the selling
Branded Marketers’ balance up until the day the transaction
is completed.
*For advertising claims The BP Co-op program references the specific dates in
which an ad runs when determining the claim submission
deadline.
*For image claimsThe BP Co-op program references the date in which an
item was invoiced when determining the claim submission
deadline. Ship date and installation date is not referenced
when determining claim submission deadline.
June 30, 2014
JANUARY 1, 2014 – MARCH 31, 2014*
Submiss ion deadl ine
September 30, 2014
APRIL 1, 2014 – JUNE 30, 2014*
Submiss ion deadl ine
December 31, 2014
JULY 1, 2014 – SEPTEMBER 30, 2014*
Submiss ion deadl ine
January 31, 2015
OCTOBER 1, 2014 – DECEMBER 31, 2014*
Submiss ion deadl ine
10 11
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
Reimbursement50% of qualifying advertising and net media costs:
BP will reimburse 50% of the net media costs associated
with eligible advertisements and promotions of qualified
BP branded products and services.
50% of training: You may use Co-op funds to cover up to
50% of qualifying training activities.
BP sponsored training.
Jobber/jobber dealer meeting.
Co-op does not cover cost of food, travel expenses,
hotel or supplies.
50% of image upgrades: BP will reimburse 50% of the
cost of qualified on-site image activities. Please note you
can use your entire annual Co-op fund for image activities.
100% of image upgrade: BP will reimburse 100% of the
cost of select qualified on-site image activities.
Advertising responsibilityIt is your responsibility to ensure that your advertising
complies with applicable state, local and federal laws,
rules and regulations. You are wholly responsible for
all advertising and advertising content in any and all
types of media. BP expressly disclaims any liability or
responsibility for any advertising or promotion done by
your company.
Subject to verificationAll claims for reimbursement are subject to verification
by BP or its auditing service, whose determination of the
value or acceptability of any claim shall be final. BP is not
responsible for legal review of any promotional program
or advertising content. This is your sole responsibility. BP
reserves the right to revoke or amend this program at any
time. Guidelines are established by BP and executed by
its auditing service.
*Note: The requirement of back-up documentation is in
accordance with the Sarbanes Oxley Act that requires
detailed proof of purchase and execution for all companies
administering funds.
Claim re-submissionIf BP determines that a claim does not meet the Co-op
guidelines, you will be notified with an e-mail of explanation.
If additional documentation is needed to process your claim,
requested documentation with reference to the original
claim number should be sent electronically to email@
bpaddepot.com or mailed to Brandmuscle at 11149 Research
Blvd., Suite 400, Austin, TX 78759. Documentation
must be received electronically or postmarked within
45 calendar days from the date of the notice to be
considered for payment.
How to submit a claimTo file a claim for reimbursement, review the
requirements in the image program guidelines on
page 12–23 or the advertising program guidelines
on page 24–38.
Preparing your claim Separate your claims by image or advertising
program. Doing this will speed up the processing
of your claim.
Include all specified documentation with
your claim.
Include the pre-approval number if required.
Include your own claim reference number on
your claim.
Name your claimBy naming your claim and giving it your own claim
reference number, you can better track what
your claims are for. Each claim should have a
unique claim reference number and should not be
repeated on other claims.
To file a claim The Co-op claim form is now electronic and must be
completed on AdDepot. Handwritten claims will no longer
be accepted. Follow these simple steps to file a claim:
1. From the BP AdDepot homepage, click the ‘Submit
New’ link in the ‘Claims’ section.
2. Complete the claim form required fields.
3. Be sure to read the information provided in the
‘Required Documentation and Branding’ section of the
claim form for guidance on the specific requirements
for the activity being claimed.
4. Upload scanned images of the required documentation
in the ‘Required Documentation’ section. Submitting
your documentation online ensures it is on file and
visible to you later.
5. If you are mailing the documentation, please check the
‘Mail/Overnight’ box and note the Claim ID number
provided on the ‘Completed Submissions’ page on all
documents included in the envelope or package, or
provide a print out of the claim form from the website.
Please note that documentation submitted by mail will
not be available for you to view on AdDepot.
Send your documentation via standard or overnight delivery to:
BP Co-op Program c/o Brandmuscle 11149 Research Blvd Suite 400 Austin, TX 78759
Claims cannot be received by email
or fax. All claims must be received
electronically through AdDepot.
12 13
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
Image Program Guidelines
The Co-op image program gives you all the tools you need to create a
better site experience. It is a catalyst to achieving better Helios scores
and meeting the Top 10 Musts of your consumers.
Your entire Co-op budget can be used for eligible on-site image related expenses.
Invoices must be dated within the 2014 calendar year.
+ Image related maintenance and labor is not eligible for Co-op reimbursement.
+ Image related items for DCA conversions and C-store upgrades (decals, signage, etc.) are not eligible for Co-op reimbursement.
+ Co-op reimbursement for DCA’s and other programs can only be issued after project has been closed and allowance is exhausted. Project settlement statement must be included with BP Parts/BRR Flow invoices.
+ Settlement statements: to obtain a settlement statement send an e-mail to [email protected]. Please provide a document number if available.
+ Tax, shipping and handling are eligible for image items.
+ Tax percentage and amount needs to be printed on the invoice in a percentage amount. Handwritten tax calculations are not covered.
+ FI entries, BP Products North America invoices and BP Parts/BRR Flow order confirmation are not valid invoices.
+ Big Red Rooster Flow (BRR Flow).
Be Better. Period. Create
a cleaner, safer site with
our 2014 image program.
14 15
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es dad
vertr
is
14
10
12
14
1617
1825
31
29 30
28
32
27
24
33
21
26
22
1923
20
1
5
2
3
7
4
6
13
15
11
38
37
36
8
9
34
MAIN ID SIGN (MID)1 Main ID sign2 Replacement numbers3 Font kits4 Sign face panels/LED panels5 Replacement bulbs and ballasts6 Sign pole cladding7 Electronic message board
Image program at-a-glanceHere is a quick look at the elements
that are eligible for reimbursement
in the image program.
MISCELLANEOUS EXTERIOR27 Exterior paint and paint primer28 BP approved trash containers,
amenity bins, recycling cans and windshield containers; flag signs (pump numbers)
29 Concrete/asphalt repairs/seal coating/striping
30 Power washing service31 Landscape plant materials32 Epoxy sealant33 Bollard covers34 Global Sign Restoration service35 Pole and perimeter lighting
CANOPY8 Canopy bullnose and bullnose
replacement sections9 Canopy bullnose decal replacement10 LED LightBar11 Helios head12 Canopy LED down lighting13 Lens covers, replacement
bulbs, ballasts
DISPENSERS14 Dispenser and skirt decals15 Dispenser nozzles16 Nozzle covers and splash guards17 Out of order bags and card
reader inserts18 POP crind hardware19 Valance replacements20 Door skin replacements21 Filters, card cleaner kits, and
replacement display glass22 Dispenser riser panels23 New fuel dispenser24 Polycarb dispenser refacing25 Call button system for drivers
with disabilities26 Nozzle talker
PAYMENT TECHNOLOGIES36 V900/V920 Powervar ABC065-11
(power conditioner)
INTERIOR37 Uniforms (shirts only) and name
tags with the BP logo for C-Store/consumer facing employees only
38 Gift card display racks
35
16 17
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
Main identity display
Replacement LED, bulbs and ballast
WHAT YOU MUST SUBMIT
COPY OF ITEMIZED INVOICE AND CLAIM FORM.
+ Invoice must include part number and product description.
ORDER THROUGH
ADDITIONAL INFORMATION
+ If orders only include part numbers, identify what the part number is for (i.e. replacement bulbs for canopy; MID bulbs and ballasts).
9YOUR CHOICE
50% REIMBURSEMENT
1
8
9
7
6
4
3
2
5
FOR ITEMS 10–14 LISTED ABOVE:
Canopy
WHAT YOU MUST SUBMIT
COPY OF BP PARTS/BRR FLOW INVOICE AND CLAIM FORM.
FOR CANOPY LED DOWN LIGHTING, COPY OF LSI INVOICE AND CLAIM FORM.
COPY OF BP SETTLEMENT STATEMENT FOR ANY BP PARTS/BRR FLOW ORDERS INVOICED (ACCOUNT DRAFTED) BY BP.
SITE LOCATION / SVB NUMBER.
ORDER THROUGH
ADDITIONAL INFORMATION
+ If the account is drafted, the date on the BP settlement statement is the date referenced towards Co-op claim deadlines.
BP PARTS
Canopy LED down lighting14
50% REIMBURSEMENT
LED LightBar13
100% REIMBURSEMENT
Helios head12
100% REIMBURSEMENT
Canopy bullnose decal replacement
11100% REIMBURSEMENT
Canopy bullnose and bullnose replacement sections
10100% REIMBURSEMENT
Replacement lens covers, bulbs and ballasts
WHAT YOU MUST SUBMIT
COPY OF ITEMIZED INVOICE AND CLAIM FORM.
+ Invoice must include part number and product description.
ORDER THROUGH
ADDITIONAL INFORMATION
+ If orders only include part numbers, identify what the part number is for (i.e replacement bulbs for canopy; MID bulbs and ballasts).
15YOUR CHOICE
50% REIMBURSEMENT
12
11
14 15
1310
Replacement numbers
WHAT YOU MUST SUBMIT
COPY OF BP PARTS/BRR FLOW INVOICE AND CLAIM FORM.
COPY OF BP SETTLEMENT STATEMENT FOR ANY BP PARTS/BRR FLOW ORDERS INVOICED (ACCOUNT DRAFTED) BY BP.
SITE LOCATION / SVB NUMBER.
ORDER THROUGH
ADDITIONAL INFORMATION
+ If the account is drafted, the date on the BP settlement statement is the date referenced towards Co-op claim deadlines.
8BP PARTS
50% REIMBURSEMENT
FOR ITEMS 1–7 LISTED ABOVE:
WHAT YOU MUST SUBMIT
COPY OF BP PARTS/BRR FLOW INVOICE AND CLAIM FORM.
COPY OF BP SETTLEMENT STATEMENT FOR ANY BP PARTS/BRR FLOW ORDERS INVOICED (ACCOUNT DRAFTED) BY BP.
SITE LOCATION / SVB NUMBER.
ORDER THROUGH
ADDITIONAL INFORMATION
+ If the account is drafted, the date on the BP settlement statement is the date referenced towards Co-op claim deadlines.
BP PARTS
Hi-rise signage and poles7
50% REIMBURSEMENT
Electronic message board6
50% REIMBURSEMENT
Sign pole cladding5
50% REIMBURSEMENT
LED panels4
50% REIMBURSEMENT
Sign face panels3
50% REIMBURSEMENT
Font kits2
50% REIMBURSEMENT
Main ID sign1
50% REIMBURSEMENT
18 19
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
FOR ITEMS 8–10 LISTED ABOVE:
Dispensers
WHAT YOU MUST SUBMIT
COPY OF ITEMIZED INVOICE AND CLAIM FORM.
+ Invoice must include part number and product description.
ORDER THROUGH
ADDITIONAL INFORMATION
+ If orders only include part numbers, identify what the part number is for (i.e. nozzles, replacement display glass, filters).
+ Hoses, swivels, safety breaks, breakaways, valves and components not listed are not covered.
YOUR CHOICE
Filters, card cleaner kits and replacement display glass
1050% REIMBURSEMENT
Pump price signs9
50% REIMBURSEMENT
Dispenser nozzles8
50% REIMBURSEMENT
FOR ITEMS 1–7 LISTED ABOVE:
WHAT YOU MUST SUBMIT
COPY OF BP PARTS/BRR FLOW INVOICE AND CLAIM FORM.
COPY OF BP SETTLEMENT STATEMENT FOR ANY BP PARTS/BRR FLOW ORDERS INVOICED (ACCOUNT DRAFTED) BY BP.
SITE LOCATION / SVB NUMBER.WHAT YOU MUST SUBMIT
COPY OF ITEMIZED INVOICE AND CLAIM FORM.
ORDER THROUGH
ADDITIONAL INFORMATION
+ If the account is drafted, the date on the BP settlement statement is the date referenced towards Co-op claim deadlines.
BP PARTS
Nozzle covers and splash guards
650% REIMBURSEMENT
Out of order bags and card reader inserts
750% REIMBURSEMENT
New Polycarb dispenser re-facing
5
Dispenser riser panels4
100% REIMBURSEMENT
Dispenser door skin replacements
3100% REIMBURSEMENT
Valance replacements2
100% REIMBURSEMENT
Dispenser and skirt decals1
100% REIMBURSEMENT
2
65 13 14
13
4
7 8
910
11
New fuel dispenser
WHAT YOU MUST SUBMIT
PAID INVOICE AND CLAIM FORM.
SITE LOCATION / SVB NUMBER.
PURCHASES FROM BP OVATION PROGRAM: BP SETTLEMENT STATEMENT, JOBBER ORDER FORM AND CLAIM FORM.
+ Invoice must identify order is for a BP dispenser/BP branding.
ORDER THROUGH
ADDITIONAL INFORMATION
+ Must purchase complete dispenser unit.
+ Dispenser maintenance components, parts, labor and installation are not eligible.
+ If the account is drafted, the date on the BP settlement statement is the date referenced towards Co-op claim deadlines.
YOUR CHOICE
50% REIMBURSEMENT12
POP crind hardware
New Nozzle talker
New Call button system for drivers with disabilities
WHAT YOU MUST SUBMIT
COPY OF ITEMIZED INVOICE AND CLAIM FORM.
WHAT YOU MUST SUBMIT
PAID INVOICE AND CLAIM FORM.
SITE LOCATION / SVB NUMBER.
ORDER THROUGH
ORDER THROUGH
ORDER THROUGH
ADDITIONAL INFORMATION
+ POP crind hardware is the only hardware that is Co-op eligible.
GBS
M&M
INCLUSIONSOLUTIONS
50% REIMBURSEMENT
50% REIMBURSEMENT
50% REIMBURSEMENT
11
14
13
12
100% REIMBURSEMENT
20 21
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
Miscellaneous exteriorInterior
Bollard covers 50% REIMBURSEMENT
LED pole and perimeter replacement lighting 50% REIMBURSEMENT
New Global Sign Restoration service 100% REIMBURSEMENT
Windshield containers; flag signs (pump numbers) 50% REIMBURSEMENT
BP approved trash containers/amenity bins 100% REIMBURSEMENT
WHAT YOU MUST SUBMIT
COPY OF BP PARTS/BRR FLOW INVOICE AND CLAIM FORM.
COPY OF BP SETTLEMENT STATEMENT FOR ANY BP PARTS/BRR FLOW ORDERS INVOICED (ACCOUNT DRAFTED) BY BP.
SITE LOCATION / SVB NUMBER
ORDER THROUGH
ADDITIONAL INFORMATION
+ If account is drafted, the date on the BP settlement statement is the date referenced towards Co-op claim deadlines.
BP PARTS
FOR ITEMS LISTED ABOVE:
Uniforms (shirts only) and name tags for C-store and consumer-facing employees only
WHAT YOU MUST SUBMIT
PAID INVOICE.
COMPLETED CO-OP CLAIM FORM.
MUST INCLUDE PHOTO OF ACTUAL UNIFORM IF NOT PURCHASED BY BP’S PREFERRED UNIFORM SUPPLIER GK DIRECT OR ZORCH.
ORDER THROUGH
ADDITIONAL INFORMATION
+ Includes pullovers, jackets and hats.
+ Uni-first fire retardant coveralls are not covered by Co-op.
+ Pre-approval recommended if uniforms not ordered from GK Direct or Zorch.
+ Must display the BP Helios logo.
+ Meet Helios 2014 Retail Brand Standards uniform requirements.
+ Rental or dry cleaning of uniforms is not eligible for reimbursement.
GK DIRECTZORCH
50% REIMBURSEMENT
Gift card display racks
WHAT YOU MUST SUBMIT
PAID INVOICE.
COMPLETED CO-OP CLAIM FORM.
ORDER THROUGH GBS
50% REIMBURSEMENT
Landscape plant materials
WHAT YOU MUST SUBMIT
PAID INVOICE.
PHOTO OF COMPLETED WORK.
SITE LOCATION / SVB NUMBER.
COMPLETED CO-OP CLAIM FORM.
ORDER THROUGH
ADDITIONAL INFORMATION
+ Cost of live plant materials and mulch.
+ Labor costs of employees to perform exterior services are not eligible.
+ Landscape maintenance (i.e. grass cutting) is not eligible.
YOUR CHOICE
50% REIMBURSEMENT
Payment technologiesV900/V920 Powervar ABC065-11 (power conditioner)
WHAT YOU MUST SUBMIT
PAID INVOICE AND CLAIM FORM.
SITE LOCATION / SVB NUMBER.
ORDER THROUGH YOUR CHOICE
50% REIMBURSEMENT
Epoxy sealant
WHAT YOU MUST SUBMIT
PAID RUGID GUARD INVOICE.
PHOTO OF COMPLETED WORK.
SITE LOCATION / SVB NUMBER.
COMPLETED CO-OP CLAIM FORM.
ORDER THROUGH BP PARTS
50% REIMBURSEMENT
ADDITIONAL INFORMATION
+ Labor costs of employees to perform exterior services are not eligible.
ADDITIONAL INFORMATION
+ V900/V920 or other POS systems are not co-op eligible.
22 23
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
ADA Handicap Blue
Use for pavement striping and marking on site (as required).
+ Glidden Professional “Handicap Blue”, 25524 traffic paint
+ Sherwin Williams TM2133, “Setfast Blue”, Setfast marking latex
+ Benjamin Moore P58-30, “Handicap Blue”, Safety/Zone marking latex
BP Yellow C.01
Use for bollards (top 1/3).
+ Glidden Professional Order #A0775, Spec #37YY 61/867, “Omega Yellow”
+ Sherwin Williams SW6903, “Cheerful”
+ Benjamin Moore 2022-10, “Yellow”-P28 DTM (Gallon)
For details on approved primers and
finish coats refer to:
bpconnection.com > programs
> brand information > retail site
information
Miscellaneous exterior (continued) Paint reference
BP Pearl C.09
Use for building exterior, canopy columns,
dispensers, MID, bollards (bottom 2/3). + Glidden Professional Order #A0083, Spec #38YY 72/117 “Indian Legend”
+ Sherwin Williams SW6119, “Antique White”
+ Benjamin Moore OC-8, “Elephant Tusk”, P28 DTM (Gallon)
BP Retail Green C.06
Use for logo, signage.
+ Glidden Professional Custom Color “BP Retail Green”
+ Sherwin Williams Hydrogloss B65GW180, “BP Retail Green” Custom Color
+ Benjamin Moore “BP Retail Green” PMS 348c, Custom Color P28 4B DTM Acrylic Gloss Enamel (Gallon) YW 2x16 TG 5x16 WH 28 BB 20 Alcoa Reynobond ACM, BP Green – Duragloss 3000
High Hiding White C.08
Use for canopy (underside).
+ Glidden Professional Order #A0128, Spec #50GY 83/010, “White Wing”
+ Sherwin Williams SW7006, “Extra White”
+ Benjamin Moore OC-67, “Ice Mist”-P28 DTM (Gallon)
BP Dark Pearl C.10
Use for building exterior wainscot.
+ Glidden Professional Order #A0767, Spec #30YY 52/207, “Desert Valley”
+ Sherwin Williams SW6121, “Whole Wheat”
+ Benjamin Moore HC-24, “Pittsfield Buff”-P28 DTM (Gallon)
BP Warm Grey C.12
Use for dispenser island (concrete). + Glidden Professional Order #A1860, Spec #40YY 25/074, “Grey Mountain”
+ Sherwin Williams SW7053, “Adaptive Shade”
+ Benjamin Moore 2137-40, “Desert Twilight”-P28 DTM (Gallon)
100% REIMBURSEMENTPower washing service
WHAT YOU MUST SUBMIT
PAID INVOICE.
PHOTO OF COMPLETED WORK.
SITE LOCATION / SVB NUMBER.
COMPLETED CO-OP CLAIM FORM.
ORDER THROUGH
ADDITIONAL INFORMATION
+ Includes cost of 3rd party labor to perform service.
+ Cost of area associated with forecourt, parking lot and backcourt are eligible.
+ Purchase of power washer is not eligible.
+ Labor costs of employees to perform exterior services are not eligible.
YOUR CHOICE
100% REIMBURSEMENTConcrete/asphalt and blacktop repairs/parking lot seal coating/striping
WHAT YOU MUST SUBMIT
PAID INVOICE.
PHOTO OF COMPLETED WORK.
SITE LOCATION / SVB NUMBER.
COMPLETED CO-OP CLAIM FORM.
ORDER THROUGH
ADDITIONAL INFORMATION
+ Includes cost of 3rd party labor to perform service.
+ Labor costs of employees to perform exterior services are not eligible.
+ Cost of area associated with forecourt and parking lot are eligible.
YOUR CHOICE
100% REIMBURSEMENTExterior paint and primer
WHAT YOU MUST SUBMIT
PAID ITEMIZED INVOICE.
PHOTO OF COMPLETED WORK.
SITE LOCATION / SVB NUMBER.
COMPLETED CO-OP CLAIM FORM.
+ BP color or paint color number must be included on invoice to be eligible.
+ Include date of labor on invoice and photo of completed work if claiming service.
ORDER THROUGH
ADDITIONAL INFORMATION
+ Only cost of exterior paints listed in the paint reference are eligible.
+ Includes cost of 3rd party labor to perform service.
+ Labor costs of employees to perform exterior services are not eligible.
RECOMMENDED PAINT VENDORS: GLIDDEN (formerly ICI), BENJAMIN MOORE, SHERWIN WILLIAMS
NOTE*ONLY PAINTS LISTED ON THIS PAGE ARE ELIGIBLE FOR CO-OP.
24 25
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
Now that you have a better site,
promote it!
Advertising Program Guidelines
+ Most local advertising is eligible as long as the BP brand or a BP product message is featured in at least 25% of the ad.
+ Examples of BP product messaging are BP gasoline with Invigorate; BP branded diesel fuel, BP cards, BP Driver Rewards, BP promotions, general BP brand messaging.
26 27
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
Advertising requirements
50% REIMBURSEMENTPrint advertising
WHAT YOU MUST SUBMIT
PRE-APPROVAL NUMBER (PRE-APPROVAL IS REQUIRED).
FULL PAGE ORIGINAL/OR ELECTRONIC TEAR SHEET FROM PUBLICATION OF EACH AD PLACED WITH PUBLICATION NAME AND DATE.
PAID MEDIA INVOICE SHOWING THE NET MEDIA COST OF THE AD SPACE. (SPECIFIC DATES OF ADS PLACED).
COMPLETED CO-OP CLAIM FORM.
REQUIREMENTS AND ADDITIONAL INFORMATION
+ Use original creative or template available on AdDepot.
+ BP logo in ad.
+ BP messaging in at least 25% of ad.
+ Basis of reimbursement: 50% of net media cost.
+ Reference page 33 for guidelines.
50% REIMBURSEMENTDirect mail
WHAT YOU MUST SUBMIT
PRE-APPROVAL NUMBER (PRE-APPROVAL IS REQUIRED).
ORIGINAL OR ELECTRONIC COPY OF FINISHED BROCHURE, FLYER OR DIRECT MAIL PIECE FROM VENDOR.
U.S. POSTAL SERVICE RECEIPT OR PRINTER’S INVOICE OUTLINING POSTAGE COSTS.
COMPLETED CO-OP CLAIM FORM.
REQUIREMENTS AND ADDITIONAL INFORMATION
+ Use original creative or template available on AdDepot.
+ BP logo in ad.
+ BP messaging in at least 25% of mailer.
+ Distribution must be through accredited local distributor.
+ Basis of reimbursement: 50% of net printing and mailing costs.
+ Reference page 33 for guidelines.
50% REIMBURSEMENTOutdoor signs/billboards
WHAT YOU MUST SUBMIT
PRE-APPROVAL NUMBER. (PRE-APPROVAL IS REQUIRED).
PAID INVOICE.
COMPLETED CO-OP CLAIM FORM.
PHOTO OF THE OUTDOOR SIGN/BILLBOARD IN ITS ACTUAL LOCATION FOR EACH BILLBOARD CLAIM.
COPY OF CONTRACT (MUST SHOW MONTHS OF INSTALLATION, LOCATIONS AND COSTS PER DURATION).
REQUIREMENTS AND ADDITIONAL INFORMATION
+ Painted bulletins or paper posters must be contracted through legitimate outdoor advertising companies.
+ Start date must fall in current calendar year (i.e., for the 2014 Co-op program, Jan 1 – Dec 31, 2014).
+ BP logo in ad.
+ BP messaging in at least 25% of ad.
+ Reference page 38 for elements that cannot be used.
+ For any signs that run for multiple months, reimbursement and claim submission deadline is based off of the date service was first rendered.
+ Basis of reimbursement: 50% of the net space charges or net space rental charges.
+ Reference page 33 for guidelines.
50% REIMBURSEMENTInterstate highway signs
REQUIREMENTS AND ADDITIONAL INFORMATION
+ Highway sign must be contracted through legitimate outdoor advertising companies.
+ BP logo must be on the sign.
+ Production cost of sign is eligible.
+ Start date must fall in current calendar year (i.e. for the 2014 Co-op program, Jan 1 – Dec 31, 2014).
+ Basis of reimbursement: 50% of the net space charges or net space rental charges.
+ For contracts invoiced in the co-op year prior to the year in which the ad/activity takes place, submit for reimbursement based on the billing start date and year.
WHAT YOU MUST SUBMIT
PRE-APPROVAL NUMBER (PRE-APPROVAL IS REQUIRED).
PAID INVOICE.
COMPLETED CO-OP CLAIM FORM.
COPY OF CONTRACT (MUST SHOW MONTHS OF INSTALLATION, LOCATIONS AND COSTS PER DURATION).
50% REIMBURSEMENTRadio/television/cable
REQUIREMENTS AND ADDITIONAL INFORMATION
+ BP logo must appear prominently in the TV spots.
+ BP brand must be mentioned as many times as your company name in the TV or radio spot.
+ At least 25% of the message must be dedicated to BP.
+ Agency fees or commission fees are not eligible.
+ Reference page 38 for elements that cannot be used.
+ Basis of reimbursement: 50% of net media cost.
+ Reference page 33 for guidelines.
WHAT YOU MUST SUBMIT
PRE-APPROVAL NUMBER (PRE-APPROVAL IS REQUIRED).
PAID INVOICE.
COMPLETED CO-OP CLAIM FORM.
NOTARIZED AFFIDAVIT OF PERFORMANCE STATING EXACT DATES AND TIMES EACH SPOT RAN.
+ Script from station.
50% REIMBURSEMENTDigital advertising
REQUIREMENTS AND ADDITIONAL INFORMATION
+ BP messaging in at least 25% of ad.
+ Reference page 38 for elements that cannot be used.
+ Design and placement cost of ad eligible.
+ BP logo in ad.
+ URL & maintenance fees not covered in web advertising.
+ Basis of reimbursement: 50% of net media cost.
+ Reference page 33 for guidelines.
WHAT YOU MUST SUBMIT
PRE-APPROVAL NUMBER (PRE-APPROVAL IS REQUIRED).
PAID INVOICE.
COMPLETED CO-OP CLAIM FORM.
+ Screen shot of ad in place on website.
28 29
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
50% REIMBURSEMENTPremiums
WHAT YOU MUST SUBMIT
PRE-APPROVAL NUMBER (PRE-APPROVAL IS REQUIRED).
PAID INVOICE.
COMPLETED CO-OP CLAIM FORM.
+ Actual premium item or photo of the actual premium item. If ordered from Zorch, a photo is not required.
REQUIREMENTS AND ADDITIONAL INFORMATION
+ Premiums imprinted with the BP logo and designed as a give-away are eligible.
+ Production of loyalty keytags with the BP logo are eligible (must include the verbiage “at participating BP locations”).
+ Premium items cannot be purchased and resold as a C-store/resale item. It will only be reimbursed if it is a prize giveaway and is substantiated by advertising support.
+ Basis of reimbursement: 50% of the net cost of premium items.
50% REIMBURSEMENTJobber and jobber/dealer training
WHAT YOU MUST SUBMIT
PAID INVOICE.
COMPLETED CO-OP CLAIM FORM.
+ Written confirmation from a BP representative approving that 25% of the agenda was devoted to BP for jobber/jobber dealer meetings.
REQUIREMENTS AND ADDITIONAL INFORMATION
+ NEW – Includes 2014 BPAMA convention registration fee.
+ Jobber and jobber/dealer meetings with a pre-approved agenda.
+ BP representative must be present. 25% of the agenda must be devoted to BP products and programs.
+ BP sponsored training.
+ Includes meeting cost, room, AV equipment and printed materials specific to the BP message.
+ All training subject to approval.
+ Does not cover cost of food, travel expenses, hotel or supplies.
50% REIMBURSEMENTLocal program sponsorship
WHAT YOU MUST SUBMIT
PRE-APPROVAL NUMBER. (PRE-APPROVAL IS REQUIRED).
PAID INVOICE OR DATED SPONSORSHIP LETTER.
COMPLETED CO-OP CLAIM FORM.
+ Description of each sponsorship element.
+ Original tear sheet or picture of the visual elements.
REQUIREMENTS AND ADDITIONAL INFORMATION
+ The logo should be displayed in some manner plainly visible to event participants (i.e. banner, billboard, advertisement, T-shirt, balloons, flags, inflatable, etc.).
+ Basis of reimbursement: 50% of program or sponsorship cost.
What is not covered by Co-op – Non-branded items, labor, fuel and food.
– Sponsorships of programs with a religious or political nature.
–
– Cash prizes, cash donations, lotteries, redemption of coupons, gift cards, gas giveaways/discounts, giveaways such as television sets, bicycles, etc.
– Cost of food or travel expenses of jobber and jobber/dealer training.
– Office supplies (business cards, envelopes, order forms, etc.), C-store supplies (bags, fountain/coffee cups, napkins, etc.).
30 31
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
Pre-approval: it’s fast and easy
Why is pre-approval important?When you submit your advertising for pre-approval
you have confidence and peace of mind that your
expenses qualify for reimbursement and meet all of
the brand requirements.
Submitting a pre-approval requestAll pre-approvals must be submitted online via
AdDepot > Pre-approval > Submit New
Getting pre-approvalBrandmuscle will respond to your pre-approval
requests within 24 hours (one business day) of
receipt of the submission. Advertisements that do not
meet the guidelines may require additional time.
What requires pre-approval?Billboards: include initial sketch or layout of billboard
with your request.
TV/radio spots: include a script and if you
have previous approval on this spot, please
include documentation.
Live radio remotes.
Print ads, coupons, and direct mail: include a mock
up with your request.
Sponsorships.
Generic advertising of cigarettes and alcohol (no
brand specific content).
All advertising containing fuel claims.
Your pre-approval numberA number will be provided for each pre-approval
form submitted. If advertising has changed since
the original issue of pre-approval, new pre-approval
is required. If advertising remains identical and
guidelines have not changed, a new pre-approval is
not required.
A pre-approval does not guarantee funds are
available. Please check your Co-op advertising
fund on the AdDepot website under Account.
A pre-approval does not constitute final approval
for payment or an authorization of funds over and
above those funds eligible for use. Be sure to
check your available funds.
For advertising pre-approval, you
may submit your request via:
AdDepot > Pre-approval >
Submit New
32 33
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
BP has a very powerful and valuable
global brand equity. The AdDepot
resources and our Co-op funding
are here to help you use that brand
equity to build your business locally.
The checklist and examples show
how you can protect the BP brand
while strengthening the impact
of your message and ensure your
advertising qualifies for Co-op.
BP advertising checklist Refer to this checklist before submitting ads for pre-approval.
BP reference + Advertisements must contain a reference to BP.
BP logo + Use the correct BP logo. See pages 36-39 for proper use.
BP message + The BP message must occupy at least 25% of the ad.
BP name + In broadcast media, BP should be mentioned as many times as your name.
BP products + BP products should be clearly separated from other products in the ad.
BP competition + Ads promoting the BP brand or products MUST NOT contain references or depictions of competing products or competitors.
BP grammar + The BP name is written in capitals when using it in a sentence.
Amoco fuels + All Amoco fuels references must be replaced with our product brand BP gasoline with Invigorate.
+ If advertising premium fuels reference our premium brand, Amoco Ultimate with Invigorate.
BP proprietary cards + Advertisements promoting BP proprietary cards must include terms: Accounts subject to credit approval. Restrictions and limitations apply. BP credit cards are issued by Chase Bank USA, N.A. See application for pricing and rewards details.
BP Driver Rewards + Only BP Driver Rewards advertising from AdDepot is approved advertising.
Cigarettes and/or alcohol references + Only advertising containing generic messaging of cigarettes and/or alcohol in the context of a general C-store offering will be eligible for reimbursement.
+ All ads containing references to cigarettes or alcohol must be pre-approved.
+ BP partner logos (Chase VISA) CANNOT appear in ads featuring cigarettes or beer.
34 35
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
All advertising, excluding radio, must feature the BP Helios logo. The BP
Helios should never be altered, distorted or used as a watermark and should
be used in accordance with the BP brand checklist found on page 33.
BP logo usage BP logo violations
The BP logo should be used in its one o’clock
or three o’clock position, as shown below.
The recommended clear space around the BP
logo is 75% of the width of the Helios (X).
three o’clock logo
X
75% X
one o’clock logo
black and white logo
The BP logo should never be altered or distorted. It should
never be used as a watermark. If increasing the size of the
logo be sure to maintain the proper proportions. Exceptions
will not be made for improper use of the BP logo.
Distorted BPBP should always be lowercase and
in the correct placement. It is best to
use the original logotype as provided.
BP
Stretched logoThe BP Helios should never be
stretched horizontally or vertically in
order to increase size of logo.
Improper one color HeliosWhen printing the logo in black and
white use the black and white logotype
instead of the 4-color logotype.
BP logo colors
BP Green PMS 355 C:100 M:0 Y:100 K:0
BP Light Green PMS 368 C:55 M:0 Y:100 K:0
BP Yellow PMS 109 Coated C:0 M:12 Y:100 K:0
PMS 108 Uncoated C:0 M:5 Y:95 K:0
White C:0 M:0 Y:0 K:0
Improper color HeliosThe BP logo should always be in
the BP colors.
WatermarkNever fade the BP Helios to use as
a watermark.
Helios by itselfThe BP Helios should never stand
on its own.
Logo typefaceThe BP logo should always be in
the BP font family.
Oversized typefaceThe BP logo should always be in
proportion to the standards.
36 37
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
BP gasoline with Invigorate logo usage
The BP logo should always appear to the
left or above the “with Invigorate” logo.
Logos should be spaced and sized as
indicated on the left.
You can find the complete graphic guidelines
at AdDepot under Forms and Resources.
Invigorate Dark Blue PMS 661 Coated C:100 M:69 Y:00 K:9hex:00549e
Invigorate Light Blue PMS Process Blue Coated C:100 M:10 Y:00 K:10hex:0093d0
Invigorate logo colors
X
X
X
X
How to advertise BP gasoline with Invigorate
When advertising BP
gasoline with Invigorate,
the ad must always
include the BP logo and
the Invigorate logo. When
spoken in radio spots you
must say “BP gasoline
with Invigorate” in full.
BP gasoline with Invigorate logo violations:
Logos are not equally sized
Logos are too close together
Logos are stretched and distorted
38 39
co-o
p p
rog
ram o
vervie
wim
age
pro
gram
gu
ide
line
sad
vertisin
g p
rog
ram g
uid
elin
es
co-o
p p
rog
ram
ove
rvie
wim
age
pro
gra
m g
uid
elin
es
adve
rtis
ing
pro
gra
m g
uid
elin
es
Ad examples - not approved
Missing HeliosThis ad would not be eligible because
the BP Helios logo is missing.
BP Gas MartEt, sed euis nonsed dui blandre tat. To dolore mag-nis augiam, sit eum dolorti nciduis nibh eu feum iure corem in eugiamet alisi blan voluptat, quam quis erit vullam, veriustrud do dit niat.Iliquipit wisl do consequat, commy nonsecte modip estrud er ilisl eraestrud tatis
* TRUCK CITY *Et, sed euis nonsed dui blandre tat. To dolore magnis augiam, sit eum
Get 1,000,000 mpg
with BP Amoco
ultimate fuel!
Stop at BP Gas Mart today
Donuts 12 for $3 with a gas purchase
this week at Joe’s BP Gas Mart.
Et, sed euis nonsed dui blandre tat. To dolore mag-nis augiam, sit eum dolorti nciduis nibh eu feum iure corem in eugiamet alisi blan voluptat, quam quis erit vullam, veriustrud do dit niat.Iliquipit wisl do consequat, commy nonsecte modip estrud er ilisl eraestrud
BeerCigarettes
San hent nim dolorperos eraesequ umsan.
BeerCigarettes
CARDMEMBERCARDMEMBERSINCE
GOODGOODTHRTHRUU
CARDMEMBERSINCE
GOODTHRU
Budweiser and Camel
cigarettes on sale this week at
Joe’s BP Gas Mart!
Competitors mentionedThe BP logo should NEVER be
used in an ad that mentions
competitors, competing fuel and/or
lubricant products.
False claims/missing termsThis ad would not be eligible because
BP fuel claims are false and/or do not
have proper terms and conditions
associated with them.
Amoco fuelsAmoco fuels logo or reference to
Amoco fuels (i.e. r adio) should not be
present in any advertising media.
Improper use/distortion
of the HeliosThe BP logo should not be distorted
or used as an art element.
Crowded Helios logoThis ad would not be approved
because the BP Helios logo is
crowded among other products.
Showing brands of beer
or cigarettesThe BP logo must never appear
with specific brands of cigarettes
or alcohol.
Reference to other BP partners
(i.e. Chase Visa) cannot be in any
advertisement containing cigarettes
or alcohol.
No brands of alcohol or tobacco
products can be used.