The Co-Op Connect Team often receives calls to explain the different “program types” in the Co-Op Connect Platform. The Team reaches out to each brand annually for updates. As a platform user you will see a large influx of updates in January – April time frame. We start again in November, with a few updates trickling in for December and then you will see another busy January – April. However, there are many brands, particularly the Automotive brands that send us updates quarterly so it is always good to check the platform to ensure you are using the most current guidelines.

Below is more detail on each of the program types:

3 Types of Co-op Programs

• Active Plans – the platform contains more active plans than any other type. An Active Plan means that we have ALL co-op guideline data from the brand and it is listed as such in the Platform. You will see that some brands have different “names” for their programs, however, they are all co-op programs regardless of what they call them within their vertical. For instance, General Motors has two programs – the iMR and LMA where the iMR reimburses 100% and the LMA reimburses 50%. Then you have Volkswagen that now calls their former co-op program the Dealer Marketing Program (DMP). But this program still “acts” as a co-op program as it provides $275 per vehicle for each car they purchase for their lot, and they receive 70% reimbursement.
• Partial Plans – a Partial Program is still a co-op program it just means that the brand does not want to share guidelines with a third party (which we are considered). These brands give us good contact information, email addresses, phone numbers and links to portals so that as a Media Publisher or Agency you have a great starting point. They do this mostly for two reasons – the first reason is that they already share their complete guidelines with the reseller channel (be it a dealer or retailer) and want to keep them more on the confidential side. The second, and more frequent reason, is because they have spent a lot of money on creating “Dealer Portals” and they want their resellers to actively use the portals. This is where they can go to obtain co-op compliant artwork, scripts and so on. It is also where they can upload their completed ad for prior approval. Then once the ad goes live, they can upload all documentation on the portal to receive their reimbursement.
• No Co-op – We have “No Co-op” brands in our portal for two reasons. The first reason may be that they discontinued their program recently. We want folks to know that it is no longer offered, and we keep it there because often times the brand brings the program “back” in a year (two years tops) and we then make it Active or Partial and simply add the latest and greatest data. The other reason we leave “No Co-op” brands in the platform is because these are the brands that we get asked about frequently. We want our users to know that we reach out to every brand that they ask us to research and want to be able to report the results (either positive – meaning a program, or negative – meaning one not offered at this time).

To find out more about our Co-Op Connect Platform or our Co-op Concierge Services, call us at 877-990-2667 or email [email protected].

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