2024 Focus on Energy Brand Guidelines

FOCUS ON ENERGY® BRAND STANDARDS & GUIDELINES 2024

TABLE OF CONTENTS

Contacts Procedures Vision, Mission, Values, and Goals Brand Attributes and Position Focus on Energy Logo Logo Variations Clear Space, Placement, and Size Trade Ally Logo Logo: Incorrect Use Cobranding Trademark Guidelines Disclaimer and Copyright

2 3 4 4 5 6 7

8 9 9 10 11 12 13 14 15 17 18 19 23 24 25

Color Palette Typography FOCUS ON Campaign Website Guidelines Photography Graphic Art Tone and Voice Collateral Examples Business Card and Email Signature Examples YouTube Recommendations

CONTACTS

If you need to reach out to anyone on the Administrator Marketing team with questions or for clarification, refer to the contact information below.

Chris Schultz-Buechner, Marketing & Communications Director chris.schultzbuechner@focusonenergy.com | 608.230.7018 John Landowski, Digital Operations Director john.landowski@focusonenergy.com | 608.230.7003 Casey Davidson, Digital Marketing Senior Specialist casey.davidson@focusonenergy.com | 608.230.7002 Ron Giordan, PR/Media Relations/Social Media Manager ron.giordan@focusonenergy.com | 608.622.3846 Lisa Lee, Marketing, Training, & Events Specialist lisa.lee@focusonenergy.com | 608.230.7011 Ashley Letheby, Marketing & Communications Project Manager ashley.letheby@focusonenergy.com | 608.230.7004 Amy Wollangk, Marketing & Communications Project Manager amy.wollangk@focusonenergy.com | 608.230.7634 Shauna Volkening, Marketing & Graphic Design Specialist shauna.volkening@focusonenergy.com | 608.230.7030

PROCEDURES

These brand standards provide guidelines and requirements for adhering to and maintaining the Focus on Energy brand. The following pages illustrate the principal elements of the brand.

All marketing materials created by Focus on Energy Program Implementers and the Program Administrator must be approved by the appropriate parties. Unless specified by the terms and conditions of a specific program or initiative, external parties, including utilities and Trade Allies, can submit marketing materials for review and suggestions, but are not required to do so. Program Implementers must submit marketing materials and communications content, to the Program Administrator, for review and approval via the Wrike review system. Requests must be submitted at least ten business days prior to the intended material release date. For materials that require a quick response and approval, such as a press release, the Program Administrator will facilitate an expedited review to a reasonable extent. Immaterial changes to marketing pieces that previously received approval from the current Program Administrator and do not reflect any programmatic or content changes do not need re-approval. Examples of these changes may include, but are not limited to: date changes, incorrect addresses, changes in contact information, and misspellings. Please see the marketing material approval process in the Operational Procedures Guide for full details and instructions on the submission and approval of marketing materials.

Implementer shall archive a final high-resolution PDF and the production file for the finalized marketing material, including font, picture, and video files, in the Collateral folder on The Grid.

FOCUS ON ENERGY BRAND OVERVIEW

Vision Focus on Energy is a national leader, capitalizing on best practices and innovation to help Wisconsinites reduce their energy use and save money. Mission Focus on Energy empowers the people and businesses of Wisconsin to make smart energy decisions with enduring economic benefits. Values

Goals • Expand participation opportunities for eligible customers while achieving cost-effective energy savings. • Capture and capitalize on new market opportunities. • Grow affinity for Focus on Energy through outstanding customer and stakeholder experiences.

• Cultivating Opportunity. • Delivering Innovation. • Acting with Integrity. • Fostering Promoters.

Attributes Due to the broad scope of Focus on Energy programs, the target audiences, benefits, and motivations for each differ greatly. However, the overall tone and manner of communication supporting individual programs should share many of the following characteristics attributed to the brand: Innovative, Trustworthy, Informative, Public-Spirited, Leaders, Dedicated. Positioning Focus on Energy was created to promote the benefits of energy efficiency and renewable energy throughout Wisconsin. The Program’s message is directed towards Wisconsin’s full range of energy consumers, from individual households to commercial, industrial, and agricultural businesses, as well as schools and government. Consistent messaging helps Wisconsin’s energy users recognize all the varied programs as Focus on Energy efforts. Repeat encounters with Focus on Energy messages builds identity and understanding. Not only will residents and businesses know they can realize energy-saving and cost-saving benefits with a Focus on Energy program, they will also achieve the satisfaction that comes with contributing to an improved quality of life in Wisconsin. Positioning Message Reducing energy waste across Wisconsin.

FOCUS ON ENERGY BRAND IDENTITY

Focus on Energy Logo The Focus on Energy logo consists of a mark, custom typography, rule, and tagline. It is available to all partners as a single piece of lockup art that should never be altered in any way. To maintain legal protection of the logo, alterations, substitutions, or modifications of the letter forms are not allowed. Only use approved logo artwork available from the Focus on Energy Program Administrator. Different formats are available for print and digital applications and are production ready. You can reduce or enlarge these logos as needed. Logo formats and their uses are expanded below. Primary Four-color logo

Should only be used against a white background. This logo is preferred and should be used when possible. Secondary One-color reverse logo Should only be used with dark backgrounds or over images.

One-color logo Should only be used with lighter backgrounds.

Logo Variations Different types of Focus on Energy logos are available based on content type. Parameters for each logotype are outlined below. Do not modify aspect ratio. Circles-Only Logo Four-color logo

Only used for social media graphics. Include the words “Focus on Energy” in the artwork or publication used with the circles-only logo. Vertical Logo Only use in cobranded materials requiring vertical stacking or in digital advertising and promotional pieces (such as trinkets).

Four-color vertical logo Use on white backgrounds only.

One-color reverse logo Should only be used with dark backgrounds or over images.

One-color vertical logo Should only be used with lighter backgrounds.

Clear Space and Placement Clear space is the minimum breathing room maintained around the logo and is measured using an identically proportioned “f.” The height of the “f” matches the size of the “f” in the Focus on Energy logo used in the design. The logo should stand out from all other graphics, including typography and photos. Place the logo lockup for print usage in the lower right-hand corner. The Program Administrator’s Marketing team must approve all exceptions during the marketing materials approval process.

Size To maintain a strong brand, it is important to ensure the logo and the tagline can be easily read at small sizes. The minimum size of the logo is no smaller than 1 5/8” or 1.625” width. Maintain the clear space minimum around the logo. Make sure the tagline is readable and no smaller than 6pt.

Swag and Apparel For swag, unless the tagline in the Focus on Energy logo is at least 6pt font when printed, only include the circle of dots and the “focus on energy” text on swag materials. For apparel, use the no tagline logo. Use your best judgment on whether to use the stacked or horizontal logo. For correct use information, submit swag and apparel designs on Wrike for review before printing.

Trade Ally Logo Restricted to qualifying Focus on Energy Trade Ally contractors who are considered in good standing with Focus on Energy. Trade Ally contractors may use either version (with or without the year). Horizontal Logo Four-color vertical logo Use on white backgrounds only.

One-color reverse logo Should only be used with dark backgrounds or over images.

One-color logo Should only be used with lighter backgrounds.

Logo: Incorrect Use Never vary the proportion of the logo or stretch or resize the individual elements. Never move or change the forms themselves in any way.

Do not use the color logo on any color, photo, or background pattern.

Do not use any special effects or drop shadows.

Do not alter the logo orientation.

Do not outline the logo in any color.

Do not crop or distort the logo.

Cobranding Partner Logos

When cobranding materials with utility logos, maintain the clear space around the Focus on Energy logo and place the utility logo to the left of the Focus on Energy logo, as seen in the horizontal lockup.

ENERGY STAR® Logos Place ENERGY STAR logos to the left of the Focus on Energy logo or relative to the body text, headline, or subhead.

Do not place certification logos near the Focus on Energy logo. Certification logos should appear relative to the first reference to the certification.

Trademark Guidelines Focus on Energy is a strong brand, which builds trust between the Program and key stakeholders. The Focus on Energy trademark is federally registered and is important for maintaining brand integrity. Proper use of the trademark protects its value. Proper Use of the Trademark Use “®” Symbol Place the “®” symbol adjacent to and immediately after the trademark (e.g., FOCUS ON ENERGY®). When appearing in a publication, use the symbol the first time the trademark is used as a signal to the reader that it is a federally registered trademark. The registered trademark will only appear on the About Us page on the Focus on Energy website, and does not need to appear on each page. Do not use FOCUS ON ENERGY® in a possessive form (e.g., FOCUS ON ENERGY®’S or FOCUS ON ENERGY’S®). Make the Trademark Stand Out Where possible, keep the trademark separate from any other logos, words, or marks. No Alterations The trademark must be in its original form, as registered (i.e., only FOCUS ON ENERGY). Altered uses are not protected. Avoid uses such as FOCUS ON SOLAR ENERGY or FOCUS ON RENEWABLE ENERGY. Protecting the Trademark Action Against Misuse This applies to the internal use of the trademark and use by third parties. Make any party authorized to use the trademark aware of these trademark guidelines. Highlight any misuse of the trademark by any party to the offending party as soon as possible, with a request for prompt corrective action.

The disclaimer should always be flush left with a right rag and never under 6pt. The disclaimer should remain in the clear with no other logos or marks incorporated next to or within the disclaimer. All materials, apart from graphic content on Focus on Energy social media platforms or PowerPoint slides, must contain the Wisconsin Focus on Energy copyright directly below the disclaimer. Size the font appropriately, but never under 6pt. It reads: Disclaimer and Copyright All materials must contain the Focus on Energy disclaimer, with the exception of graphic content posted on Focus on Energy social media platforms. Always precede the disclaimer with our tagline, “REDUCING ENERGY WASTE ACROSS WISCONSIN,” placed in the lower left corner above the copyright. It reads: REDUCING ENERGY WASTE ACROSS WISCONSIN Focus on Energy, Wisconsin utilities’ statewide program for energy efficiency and renewable energy, helps eligible residents and businesses save energy and money while protecting the environment. Focus on Energy information, resources, and financial incentives help to implement energy efficiency and renewable energy projects that otherwise would not be completed.

Color Palette You can use the primary palette branding colors as well as the extended palette when designing. You may use tint percentages of all colors up to 40%.

Logo Palette

HEX #034ea2 c100 m80 y0 k0 r3 g78 b162 HEX #bfd730 c30 m0 y100 k0 r191 g215 b48

Umbrella Color HEX #00b7ce c80 m20 y0 k0 r0 g183 b206 General Green HEX #00ab4e c90 m0 y100 k0 r0 g171 b78 HEX #0072bc c100 m50 y0 k0 r0 g114 b188 HEX #8dc63f c50 m0 y100 k0 r141 g198 b63 Trade Ally 2 HEX #fdb913 c0 m30 y100 k0 r253 g185 b19 c15 m0 y100 k0 r226 g228 b25 Residential 3 HEX #e2e419

Residential HEX #8dc63f c50 m0 y100 k0 r141 g198 b63 General Blue HEX #034ea2 c100 m80 y0 k0 r3 g78 b162 Business 2 HEX #53b7e8 c60 m10 y0 k0 r83 g183 b232 Trade Ally 3 HEX #ffdd00 c0 m10 y100 k0 r255 g221 b0 HEX #00b7ce c80 m20 y0 k0 r0 g183 b206 HEX #00ab4e c90 m0 y100 k0 r0 g171 b78

Primary Palette

Business HEX #0072bc c100 m50 y0 k0 r0 g114 b188 Body Typeface HEX #767171 c54 m49 y47 k14 r118 g113 b113

Trade Ally/AG HEX #f58220 c0 m60 y100 k0 r245 g130 b32

Residential 2 HEX #bfd730 c30 m0 y100 k0 r191 g215 b48 Extended Palette

Business 3 HEX #abe1fa c30 m0 y0 k0 r171 g225 b250

You can use the General Brand/Body Typeface as body text in Marketing Materials, along with true black (HEX #000000). However, you may only use one of the two in a single collateral piece.

CMYK: Printed materials RGB: Digital materials HEX: Online web design Best Use

Headings Headings (level 1) should be in Proxima Nova Bold, written in all capital letters. Headings should be a minimum of 12pt and larger than body or subhead text. PROXIMA NOVA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ Body Typography Proxima Nova is the primary font family for Focus on Energy marketing materials. Subheads Subheads (level 2 and beyond) should be in Proxima Nova Semibold and in title case. Proxima Nova Semibold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Body text should be Proxima Nova Regular and 10pt font or larger. Italic text may be used sparingly for emphasis or Proxima Nova Medium. To help achieve a familiar look and feel, left-align all type. Centered type and right alignment are permitted, but not preferred. Do not use full justification. Proxima Nova (Regular) | abcdefghijklmnopqrstuvwxyz | ABCDEFGHIJKLMNOPQRSTUVWXYZ Proxima Nova Medium (Emphasis) | abcdefghijklmnopqrstuvwxyz | ABCDEFGHIJKLMNOPQRSTUVWXYZ

Example:

NEW CONSTRUCTION & MAJOR RENOVATIONS Qualifying projects are new, stand-alone commercial and industrial facilities, additions to existing facilities, and major renovations due to a change in the use of space (e.g., a warehouse to office). Available new construction incentives include prescriptive incentives found in this catalog and Whole Building Design incentives found at focusonenergy.com/newconstruction . Reach out to an Energy Advisor from Focus on Energy to help identify what is best for your project. In the case of Microsoft products (Word, Excel, PowerPoint, etc.), rather than use the Proxima Nova font family, use the Arial font family. Headings

Subheads Subheads (level 2 and beyond) should be in Arial Bold and in title case. Arial Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Headings (level 1) should be in Arial Bold, written in all capital letters. Headings should be a minimum of 12pt and larger than body or subhead text. ARIAL BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ

Body Body text should be Arial Regular and 10pt font or larger. Italic text may be used sparingly for emphasis or Arial Bold. To help achieve a familiar look and feel, left-align all type. Centered type and right alignment are permitted, but not preferred. Do not use full justification. Arial (Regular) | abcdefghijklmnopqrstuvwxyz | ABCDEFGHIJKLMNOPQRSTUVWXYZ

FOCUS ON Campaign “Focus on” is a dynamic branding campaign for the Program. This campaign draws a direct connection from the Focus on Energy Program as well as its solutions, outcomes, and industries, for the Program’s varied audiences. When using FOCUS ON for a header, it should be in all caps and use Proxima Nova bold and Proxima Nova extra condensed bold. Proxima Nova bold should be used for copy that says “FOCUS ON.” Any copy that follows would use Proxima Nova Extra Condensed bold. See below for examples. The general rule is to set the headline first and then size the subheadline to be 2x-3x smaller. For example: 36pt headline would equal a subheadline between 12pt and 18pt.

PROXIMA NOVA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ

PROXIMA NOVA EXTRA CONDENSED BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ

YOUR HOME’S EFFICIENCY

FOCUS ON INSULATION

Note: FOCUS ON (All caps-Proxima Nova bold) INSULATION (All caps-Proxima Nova extra condensed bold)

Note: The “Focus on” language may be used in content but will not be all caps or upper lower case. The exception is when using Focus on Energy. Example:

Incorrect: We Focus on Your Business. Call us today. Correct: We focus on your business. Call us today.

Typography Body Inter Regular (Google font) abcdefghijklmnopqrstuvwxyz | ABCDEFGHIJKLMNOPQRSTUVWXYZ Website Guidelines The following are guidelines related to creating content and graphics for the Focus on Energy website. Buttons Inter Semibold abcdefghijklmnopqrstuvwxyz | ABCDEFGHIJKLMNOPQRSTUVWXYZ Headings Inter Bold abcdefghijklmnopqrstuvwxyz | ABCDEFGHIJKLMNOPQRSTUVWXYZ

Links Never use “click here” or “this link” (or similar phrases) to indicate links. Instead, use text within the copy that defines the destination and use that text as the link text. Website File Naming Best Practices • Keep it simple yet descriptive. • Leverage 2-3 keywords related to content in file. • Remove version number and extraneous descriptors. • Use title case and abbreviations consistent with previous versions. Examples: [offering group]-[offering]-[doc-title/content]-[info type] For a smart thermostat rebate qualified product list you might try: D2C-RETAIL-Smart-Thermostats-QPL.PDF • Don’t use spaces or special characters (~!@#$%^&*;<>). • Use hyphens between related words and underscores spairingly. • Skip prepositions (words like for, in, with, etc.)

GROUP

OFFERING

GROUP

OFFERING

RR (renewable rewards) MF (multi-family) NC (new construction) FOCUS (program docs)

HVAC (heating and cooling), IAS (insulation and air sealing), T2 (tier 2) AG, GOV, SCH, LEU, PP (project planning), TRIBAL, RHC (Rural Healthcare, WBTU (Whole Building Tune-UP)

RES (residential)

BIZ (commercial)

NH (new homes), DA (design assistance), RCX (Retrocommissioning)

D2C (direct to customer)

RETAIL, MP, SEE

Evaluation Report, RFP, Research, Pilot

TA (trade allies)

INFO TYPE QPL (qualified product list), WKB (workbook), APL (application), CAT (catalog), OV (overview or fact sheet)

Color Palette Use colors from the Primary Palette for all headers, buttons, or banners. You can use colors from the Extended Palette for features such as color change upon hovering over a button or link, or background colors for text-entry fields. Buttons and Overlays All buttons, overlays, and menu bars should have straight, clean edges without any drop shadowing or rounded edges. • URLs are always lowercase and always use a forward slash (e.g., focusonenergy.com/new-home). • Use italics for limited-time promotions and footnotes only, if desired. If font does not offer an italics version, set italics at a 10-degree slant in InDesign. • Do not fluff content. Keep it short and to-the-point. Include all necessary information, but do not use filler words that make content longer. Page Content Web content should be written in second person and at an eighth-grade Flesch-Kincaid reading level to ensure overall accessibility to visitors. Writing in second person tense makes the copy more appealing to the target audience. Writing at an eighth-grade reading level makes it easier for our target audience to digest the content quickly. Some basic rules include: • Use complete sentences. • When listing items or traits in quantities of four or more, use bullet points. • Bold significant phrases or information to catch the reader’s eye (especially in large paragraphs). • Limit paragraphs to four sentences or less. • Make subheads short and informative or simple, common questions. • Avoid run-on sentences. In most cases, if a sentence requires more than one comma, split it into two sentences. Exceptions apply for lists. • Include hyperlinks to other pages on the site or to referenced sites, when applicable.

Primary Website Button

Secondary Website Button

Look and Feel Photography

Tonality of the photos should be candid and believable, not posed. Utilize “real environments” in photography and do not heavily stage or edit photos. All photos should be a rectangular or rounded, free shape without any outline. Photos should bleed off the edges of the page. Composition: Photos have a dynamic crop, capture real-life moments, vary in composition angles. Mood: Evoke positive emotion and sense of accomplishment; simple styling and timelessness. Backgrounds: Simple, soft-focus backgrounds for people; dynamic crop for action or events. Product images: Included as high-resolution, transparent PNG files. Wording on images: Add a drop shadow to white text if the background image is too bright/white to read the text. Drop shadow should have a maximum opacity of 75%.

Graphic Art Graphic art, such as icons, drawings, or artwork that is not photography-based, should be simple in nature, using one-tone or two-tone elements. Graphic treatments (drop shadows, bevels, feather)

are not allowed. Graphic art shapes may vary. Graphic art should only use CMYK equivalent colors from the primary and extended color palettes. If you have more than one graphic that uses line art (see example above), make sure that they all have the same line width. This helps to maintain consistency.

In the cases where smart thermostats are depicted, have the graphics display 78° in the spring and summer months, and 68° in the fall and winter months. This is necessary as we mention these numbers in collateral as ideal temperature settings to aid in energy savings.

78 68

Spring/Summer: 78°

Fall/Winter: 68°

Layout Design elements, such as straight or dotted lines, may be used to distinguish different portions of the collateral piece. Left justification of text is preferred, but centered text may be used sparingly. All text boxes should be aligned, with at least 1/4” of blank space around document edges made available for document crop and bleed.

Overlays Intended for graphic art, not photos. Overlays should be rectangular in nature. You may set overlays to any transparency level. Do not use square overlays with curved or rounded edges.

Tone and Voice External-Facing Communications General tone: Semi-formal, informative Focus on Energy needs to maintain a consistent and recognizable tone and voice when communicating to external partners. When creating content always consider how you would talk with people NOT in the energy efficiency “world.” Semi-formal and informative tone on all Program platforms (website content, social media, email campaigns, media releases) should be accessible and appealing to any person based on the Flesch-Kincaid readability guidelines (write for an eighth grade level). Content should be easy to read using conversational English. Avoid complex words with extensive and confusing syllables. Example of undesired phrasing: Home upgrades can produce kWh and MMBtu savings, extend equipment longevity, and improve conditions for elevated comfort. Example of preferred phrasing: Home upgrades can help you save energy and money, extend the life of your equipment, and improve your comfort. Businesses are typically well-versed in business-related jargon and terms associated with their industry. Like residential customers, they do not always understand technical energy efficiency jargon. Simplify content and focus on the benefits of energy efficiency and participation. Example of undesired phrasing: We provide technical experts who specialize in energy efficiency opportunities for multifamily properties with four or more dwelling units. We offer a range of services that result in lower operating costs and better bottom lines for building owners and managers and lower costs of living and increased comfort for their tenants. Example of preferred phrasing: Work with a technical expert to enhance energy efficiency for multifamily properties (four or more units). We offer services that help businesses: • Lower operating costs and increase bottom lines for building owners and managers. • Lower costs of living and increase comfort for tenants. The general rules listed below apply Program-wide (website content, social media, email campaigns, media releases). Social Media content will follow AP Style as well as Focus on Energy voice and tone guidelines outlined above. Social Media Manager and Content Creators posting copy unique to social media platforms MAY use contractions, colloquialisms, idioms, slang, and qualitative words EXCEPT on LinkedIn.

Associated Press (AP) Style In general, follow proper AP Style language guidelines. Reference the AP Stylebook when in doubt. Exceptions to the AP Stylebook: • To ensure clear communication use the Oxford (or serial) comma before the conjunction in a series or list. Example: The Energy Advisor recommended attic insulation, air sealing, and lighting.

• Headings should use title case. Review checklist for common items: • Wi-Fi enabled • energy efficiency • energy-efficient (when describing something)

• Trade Ally contractor • dual-fuel heat pump • income qualified • income-qualified rebate

• multifamily • multi-split • mini-split

• single-family home • variable-speed drive

• Tribal Nation Active Voice In most cases, use active voice to reduce wordiness and improve readability.

• There are situations when passive voice is more suitable. Administrator Marketing & Communications Director will provide final input on the use of passive versus active voice. Examples Passive: The home was tested by a consultant. Active: The consultant tested the home. Proper Names • For the first use only, write “Focus on Energy” in all caps, followed by the registered trademark symbol “®” in superscript (e.g., FOCUS ON ENERGY®). • This rule applies in all documents/materials except press releases. In these cases, use this format for the first use of “Focus on Energy” in the body text, not the header or subheader. • When appropriate, abbreviate Focus on Energy to “Focus” (only after the first use—indicate the abbreviated version parentheses after the first use). NEVER abbreviate to “FOE.” • Capitalize the use of “program” when referring to the “Focus on Energy Program.” • Capitalize Program Administrator, Program Implementer, and Trade Ally. • Use Public Service Commission of Wisconsin vs. Wisconsin Public Service Commission.

Punctuation • Hyphen - When using a hyphen do not insert a space on each side of the hyphen. • For number ranges: 25-35 • Dual-fuel heat pump • Dash - When using a dash in text, ensure that it is a dash (“ – ” with spaces or “—” without spaces) and not a hyphen (“-”). • Place asterisks and superscripts before the punctuation mark at the end of a sentence. • Comma - Use a comma in numbers to identify thousand or million figures in both text and tables (1,683,000 kWh). Dates • Format dates as follows: Month Day, Year (e.g., May 22, 2011).

• Avoid the use of th, st, and rd in dates. List, Numbered Lists, Bulleted Lists • Capitalize the first word in each item of the list.

• Use consistent punctuation at the end of each bulleted item. • Start each item in the list with the same part of speech (e.g., verb). • Use the same voice and verb tense for each item. • Use the same sentence type for each item. Contractions

Limit the number of (or avoid) contractions (e.g., it’s, they’re, didn’t, can’t), and colloquialisms, idioms, slang, and qualitative words (e.g., few, little, much, several, some) in collateral. Contractions may be used in less formal communication (e.g., email, letters, social, digital, website, advertising). Citations When using information pulled from an outside source, cite the source in the document. Source citations can be listed in the text or at the end of a document in a citation summary. Acronyms All acronyms should be spelled out the first time they are presented in a document, followed by the acronym in parentheses (e.g., Large Energy Users Program (LEU)). If the acronym will only be used once in the document, use the full word vs. the acronym. Note: Focus preference is to avoid using acronyms as much as possible in communications; especially for residential customer communications. Exceptions include LED, ECM, ERV, HRV. Numbers, Dollar Amounts • When referring to dollar amounts in tables, use both decimal places for zeros ($126.00). In text, do not use decimal places for zeros ($126). • Write out numbers one through nine. For numbers ten and over, use numerical digits (exceptions apply—e.g., for consistency you would say ‘From 3 to 20 people can attend’). • Use the percent symbol (%) when paired with a number. 20%-50%.

Collateral: Semi-formal, informative Collateral materials provide detailed information to Focus on Energy participants about services and technologies. Along with the general rules, when creating marketing collateral pieces: • Bold URLs. • In most cases, when listing items or traits in quantities of three or more, use bullet points. • Avoid using long phrases – instead, phrase sentences with minimal wording, if possible. • Example of longer, undesired phrasing: This insight will help you gauge your facility’s overall operation while providing a comparison as improvements are implemented along the way. • Example of shorter, preferred phrasing: This insight will help you gauge your facility’s operations while comparing improvements you implement. Runts When writing and laying out copy in marketing materials, be conscious of runts . This refers to the instances where a word will be left alone on a line, see the example below. For printed materials, if this occurs, move another word or two to the same line. For PowerPoint presentations, social media posts, and emails, runts are allowed.

Email Example Collateral Examples

Catalog Cover Example

Trifold Brochure Example

YOUR LIGHTING AND APPLIANCE GUIDE

HOW CAN YOU BE MORE ENERGY EFFICIENT AT HOME? FOCUS ON ENERGY® is here to help you make your home more energy efficient with simple changes. Check out some of our offerings below and visit our website for more information on which solution is right for you. u Free energy-saving product packs u Air sealing and insulation u Heating and cooling improvements u Online Marketplace

DO I HAVE TO PARTICIPATE IN ALL OF THE OFFERINGS TO GET INCENTIVES? No. Each offering provides different energy-saving services. You can choose whichever offerings are best for you and your home. WHO CAN PARTICIPATE IN FOCUS ON ENERGY? If your home is in Wisconsin and you are a customer of a participating utility, you can take advantage of Focus on Energy.

Not sure if your utility participates? Visit focusonenergy.com/utilities.

REDUCING ENERGY WASTE ACROSS WISCONSIN Focus on Energy, Wisconsin utilities’ statewide program for energy efficiency and renewable energy, helps eligible residents and businesses save energy and money while protecting the environment. Focus on Energy information, resources, and financial incentives help to implement energy efficiency and renewable energy projects that otherwise would not be completed.

Save big by making small upgrades to your home’s lighting and appliances.

Learn more about our residential solutions at focusonenergy.com/residential or call 800.762.7077.

Business Card Example Business card InDesign files can be found under the Marketing & Communications Resources section of the Grid. The business cards should be printed on 100# opaque white cover stock.

Front of Card

Back of Card

Email Signature Example An email signature template can be found in the Marketing Resources section of the Grid.

Chris Schultz-Buechner | Marketing Director 608.230.7018 608.279.1618 chris.schultzbuechner@focusonenergy.com 1 South Pinckney, Suite 340 Madison, WI 53703 she/her

YouTube Recommendations The recommended video format is the .MP4 file type. To display videos at the highest quality possible, YouTube also recommends using the h.264 video codec and a standard aspect ratio of 16:9. • Recommended Container: MP4

• Recommended Audio codec: AAC-LC • Recommended Video codec: H.264 Recommended Resolution & Aspect Ratios For the default 16:9 aspect ratio, encode at these resolutions:

• 2160p: 3840x2160 • 1440p: 2560x1440 Vertical/Horizontal video Video should be shot vertically, unless it is an animated/whiteboard video. The video should be finalized in editing both vertically and horizontally. • 1080p: 1920x1080 • 720p: 1280x720

YouTube Thumbnail Size The perfect YouTube thumbnail size is 1280 pixels by 720 pixels. (aspect ratio of 16:9.) • Make sure your thumbnail size is a minimum of 640 pixels wide. • Thumbnail images should be under 2MB. • Image formats are JPG, GIF, or PNG. YouTube also supports the below file formats. (Although MP4 is the preferred file type.) • .MOV • .MPEG4 • .MP4 • .AVI • .WMV • .MPEGPS • .FLV • 3GPP • WebM • DNxHR • ProRes • CineForm • HEVC (h265)

Process for Submitting Upload Requests Submit via Wrike Include: • Video File (MP4 file with resolution of 720p or higher preferred). • Title to be displayed. • Description to be displayed.

• Thumbnail image to be displayed. • Keywords for search are OPTIONAL

• Are there any end screen video or card recommendations? (In other words are there any existing videos on our channel that make sense to display following this video? Any specific play- lists to promote?) Any additional questions can be directed to Casey Davidson at casey.davidson@focusonenergy.com.

focusonenergy.com

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