Advertising Guidelines for Resellers

Promoting Store.icu Effectively and Compliantly

These guidelines provide Store.icu partners with clear policies for marketing and advertising the platform. Following these guidelines ensures consistent brand representation, regulatory compliance, and effective messaging that benefits both partners and Store.icu.

General Principles

Brand Representation Requirements

When representing Store.icu in your marketing:

1. Accurate Representation

   • Present Store.icu capabilities factually without exaggeration
   • Make only claims that are substantiated by platform documentation
   • Clearly distinguish between core features and your value-added services
   • Do not promise functionalities that require custom development without clarification

2. Brand Alignment

   • Follow the Store.icu Brand Guidelines for visual elements
   • Maintain the professional, technology-focused character of the brand
   • Avoid positioning that conflicts with Store.icu's core values and market stance
   • Ensure your messaging aligns with Store.icu's current market positioning

3. Partnership Transparency

   • Clearly identify yourself as an authorized Store.icu partner
   • Display the appropriate partner badge for your tier level
   • Do not imply exclusive territory rights unless specifically granted
   • Be transparent about your role in the service delivery relationship

4. Regulatory Compliance

   • Ensure all advertising complies with local laws and regulations
   • Maintain required disclosures in all promotional materials
   • Adhere to privacy regulations when using client testimonials
   • Follow industry guidelines for digital marketing and advertising

Partner Designation Requirements

Properly identifying your partnership status:

Approved Partnership Statements

Use these approved descriptions based on your partnership tier:

Platinum Partner

• "Store.icu Platinum Partner"
• "Authorized Store.icu Platinum Implementation Partner"
• "Certified Store.icu Platinum Solution Provider"

Gold Partner

• "Store.icu Gold Partner"
• "Authorized Store.icu Gold Implementation Partner"
• "Certified Store.icu Gold Solution Provider"

Silver Partner

• "Store.icu Silver Partner"
• "Authorized Store.icu Silver Implementation Partner"
• "Certified Store.icu Silver Solution Provider"

Prohibited Partnership Claims

Do not use these or similar phrases:

• "Exclusive Store.icu Partner" (unless you have documentation of exclusivity)
• "Store.icu Preferred Partner" (this designation is not used in our program)
• "Official Store.icu Provider" (implies sole official status)
• Any statement implying you are Store.icu, a subsidiary, or affiliated company
• Any claim suggesting special access to Store.icu source code or development (beyond documented API access)

Badge Usage Requirements

Digital badge display requirements:

• Use only the official badges provided in the Partner Portal
• Display the badge appropriate to your current certification level
• Maintain minimum size requirements (125px minimum width)
• Do not alter colors, proportions, or elements of the badge
• Link badges directly to your partner profile page

Download Partner Badges

Digital Advertising Guidelines

Website Requirements

Requirements for promoting Store.icu on your website:

1. Dedicated Landing Page

   • Create a dedicated page describing your Store.icu services
   • Include your partnership level and certification status
   • Outline your specific implementation methodology
   • Highlight relevant case studies and testimonials
   • Clearly state the benefits of working with your company as a Store.icu partner

2. Platform Description

   • Use approved platform descriptions from the Messaging Guide
   • Ensure technical specifications are current and accurate
   • Clearly distinguish between platform features and your service offerings
   • Include links to Store.icu resources where appropriate
   • Update content promptly when platform capabilities change

3. SEO Best Practices

   • Follow SEO Guidelines for Store.icu-related content
   • Use approved keyword lists from the Partner Portal
   • Implement proper meta tags and structured data
   • Avoid keyword stuffing or other manipulative SEO practices
   • Maintain factual accuracy in all SEO content

4. Client Showcase Requirements

   • Obtain written permission before featuring client implementations
   • Follow confidentiality requirements in all case studies
   • Do not disclose sensitive implementation details
   • Clearly attribute results to both platform and implementation services
   • Submit case studies featuring Store.icu for review before publication

Paid Search Advertising

Policies for search engine marketing:

1. Approved Keywords

   • Reference the Approved Keywords List for current terms
   • Focus on qualified, intent-based keywords
   • Include appropriate partnership status in ad copy
   • Avoid bidding on prohibited competitive terms
   • Update keyword strategy based on quarterly guidance

2. Bidding Restrictions

   • Do not bid on "Store.icu" as a standalone brand term
   • Permitted to bid on combination terms (e.g., "Store.icu implementation partner")
   • Maintain a quality score of 7+ on all Store.icu related keywords
   • Do not engage in negative keyword targeting against other partners
   • Follow bid caps guidance for premium terms (where applicable)

3. Ad Copy Requirements

   • Include your partnership tier in all ad headlines or descriptions
   • Use approved feature descriptions and claims
   • Implement required trademark symbols where indicated
   • Ensure all landing pages meet partner website requirements
   • Test ad variations against provided benchmarks

4. Tracking and Attribution

   • Implement Store.icu tracking parameters on all campaign URLs
   • Share campaign performance data as outlined in partner agreement
   • Properly segment Store.icu-specific traffic in analytics
   • Attribute leads according to the Lead Attribution Policy
   • Maintain accurate conversion tracking

Social Media Guidelines

Requirements for social promotion:

1. Content Standards

   • Follow the Social Media Playbook for tone and style
   • Share only approved screenshots and platform visuals
   • Tag official Store.icu accounts using proper handles
   • Use approved hashtags from current campaign list
   • Maintain professional discourse in all platform discussions

2. Campaign Participation

   • Amplify official Store.icu campaigns according to provided schedule
   • Use campaign-specific assets without modification
   • Follow timing guidelines for coordinated releases
   • Track and report engagement as outlined in campaign briefs
   • Participate in partner spotlights when invited

3. Original Content Creation

   • Submit Store.icu-focused thought leadership for review before publication
   • Follow guest posting guidelines when contributing to industry publications
   • Attribute platform statistics and research appropriately
   • Focus on your unique implementation methodology and expertise
   • Highlight client success with appropriate permissions

4. Engagement Policies

   • Respond to platform-related inquiries with current, accurate information
   • Direct technical questions beyond your expertise to appropriate resources
   • Maintain professional conduct when discussing competitors
   • Follow crisis communication protocols during platform incidents
   • Escalate negative sentiment according to response guidelines

Email Marketing Requirements

Guidelines for email campaigns:

1. Audience and Targeting

   • Maintain proper opt-in compliance for all Store.icu marketing
   • Segment audiences appropriately for targeted messaging
   • Honor global unsubscribe requests across all platforms
   • Follow Data Usage Policy for contact information
   • Implement proper list hygiene practices

2. Content Guidelines

   • Use current platform messaging from the Partner Portal
   • Include partnership tier designation in email footer
   • Follow Email Templates for consistent branding
   • Update templates when new versions are released
   • Test rendering across major email clients

3. Campaign Coordination

   • Align with Store.icu release schedule for feature announcements
   • Coordinate major campaigns with your Partner Success Manager
   • Avoid conflicts with Store.icu signature events
   • Participate in joint email campaigns when invited
   • Share campaign calendars quarterly for alignment

4. Performance Tracking

   • Implement Store.icu UTM parameters on all links
   • Report campaign performance metrics as specified in partner agreement
   • Benchmark against provided industry standards
   • Optimize based on engagement analytics
   • Share success stories for inclusion in partner enablement

Content Marketing Guidelines

Approved Messaging Framework

Guidance for consistent messaging:

1. Platform Description Tiers

   • One-sentence description: "Store.icu is a comprehensive ecommerce platform designed for flexibility, scalability, and seamless integration."
   • One-paragraph description: Provided in the Messaging Guide
   • Feature-specific descriptions: Reference the capability sheets in Partner Portal
   • Technical descriptions: Use language from the official documentation

2. Value Proposition Articulation

   • Core platform value propositions are available in the Messaging Guide
   • Customize with your specific implementation advantages
   • Align with Store.icu market positioning
   • Focus on measurable business outcomes
   • Update value statements with each major platform release

3. Industry-Specific Messaging

   • Use vertical-specific messaging from industry playbooks
   • Customize with your industry expertise and case studies
   • Maintain technical accuracy when discussing specialized features
   • Align with current industry trends and challenges
   • Test messaging with target personas

4. Partner-Specific Differentiation

   • Clearly articulate your unique value-add services
   • Distinguish between platform capabilities and your methodology
   • Highlight specialized expertise and certifications
   • Showcase relevant industry experience
   • Emphasize unique service approach

Thought Leadership and Content Creation

Guidelines for developing original content:

1. Blog Articles and Publications

   • Submit Store.icu-focused articles for review before publication
   • Follow the Content Style Guide
   • Include appropriate partnership designation
   • Focus on implementation best practices and insights
   • Share customer success with proper permissions

2. Case Studies and Success Stories

   • Use the Case Study Template
   • Obtain client approval for all published studies
   • Submit final case studies for review and co-marketing
   • Follow measurement guidelines for consistent metrics
   • Distinguish between platform and service benefits

3. Whitepapers and Research

   • Submit research methodology for pre-approval
   • Follow citation guidelines for Store.icu documentation
   • Maintain factual accuracy in all technical content
   • Use approved platform terminology consistently
   • Share research for potential co-marketing opportunities

4. Webinars and Video Content

   • Follow the Presentation Guidelines
   • Submit outlines for review before production
   • Use current screenshots and interface examples
   • Include appropriate partner designation in materials
   • Coordinate timing with platform release schedule

Client Communication Standards

Requirements for prospect and client messaging:

1. Proposal Standards

   • Use the Proposal Templates for consistent platform description
   • Clearly delineate platform vs. custom development
   • Follow pricing disclosure requirements
   • Include current system requirements
   • Reference official documentation for technical specifications

2. Implementation Communication

   • Provide clients with official platform documentation
   • Set expectations based on documented capabilities
   • Manage custom development expectations appropriately
   • Follow escalation procedures for platform questions
   • Use approved terminology in all client communications

3. Support Communication

   • Clearly explain support boundaries between partner and Store.icu
   • Follow the Support Communication Guide
   • Escalate platform issues through proper channels
   • Maintain accurate information about release schedules
   • Set proper expectations for feature requests

4. Training Materials

   • Use official training materials as the foundation
   • Clearly identify customized training content
   • Maintain technical accuracy in all instructions
   • Update materials with each major release
   • Follow the Training Guidelines

Advertising Compliance Requirements

Regulatory Guidelines

Ensuring compliant advertising practices:

1. General Advertising Regulations

   • Ensure all claims are truthful and substantiated
   • Maintain clear disclosures where required
   • Follow regional advertising standards
   • Implement proper disclaimer language
   • Avoid misleading comparative statements

2. Industry-Specific Compliance

   • Follow vertical-specific regulatory requirements
   • Include appropriate disclaimers for regulated industries
   • Maintain compliant language for financial, healthcare, etc.
   • Consider regional variations in regulatory requirements
   • Consult legal counsel for high-risk verticals

3. Digital Marketing Compliance

   • Follow email marketing regulations (CAN-SPAM, CASL, etc.)
   • Implement proper cookie and tracking notifications
   • Maintain GDPR and CCPA compliance in data collection
   • Follow platform-specific advertising policies
   • Ensure accessible content across channels

4. Promotional Guidelines

   • Follow Discount Promotion Guidelines
   • Clearly communicate terms and limitations
   • Avoid "bait and switch" tactics
   • Maintain pricing transparency
   • Document all promotional offers

Competitive Advertising Standards

Guidelines for competitive positioning:

1. Approved Competitive Claims

   • Use comparison points from Competitive Matrix
   • Focus on factual, documentation-supported differences
   • Emphasize positive platform advantages rather than competitor negatives
   • Update competitive messaging with market changes
   • Avoid disparagement of competitors

2. Prohibited Competitive Practices

   • Do not make unsubstantiated claims about competitors
   • Avoid direct competitor name bidding in paid search
   • Do not misrepresent competitor capabilities
   • Avoid negative selling tactics
   • Do not use competitors' trademarked terms inappropriately

3. Comparative Advertising Requirements

   • Base all comparisons on current, verified information
   • Use "apples to apples" comparison methodology
   • Include relevant context for performance claims
   • Document the source and date of comparative data
   • Be prepared to substantiate all comparative claims

4. Responding to Competition

   • Follow the Competitive Response Guide
   • Maintain professional discourse in all competitive situations
   • Focus on client needs rather than platform politics
   • Escalate unfair competitive practices through proper channels
   • Update competitive intelligence through the Partner Portal

Co-Marketing Requirements

Guidelines for joint marketing activities:

1. Joint Press Releases

   • Submit all Store.icu mentions for review 10 business days before release
   • Follow the Press Release Template
   • Include approved partnership boilerplate
   • Quote Partner Success Manager or approved Store.icu spokesperson
   • Coordinate release timing with broader announcements

2. Event Co-Marketing

   • Submit event participation requests 30 days in advance
   • Follow the Event Marketing Guidelines
   • Use approved booth graphics and materials
   • Coordinate speaking session content for alignment
   • Share lead generation according to event agreement

3. Joint Webinars

   • Submit webinar proposals 20 business days in advance
   • Follow the Joint Webinar Process
   • Use the approved presentation template
   • Include both partner and Store.icu presenters
   • Share registration and attendance data

4. Market Development Funds (MDF)

   • Submit MDF requests through the Partner Portal
   • Follow specific guidelines for each program type
   • Maintain proper documentation for reimbursement
   • Report on results using standard metrics
   • Submit claims within 30 days of activity completion

Review and Approval Process

Required Review Items

Materials that must be submitted for approval:

1. Always Require Approval

   • Press releases mentioning Store.icu
   • Case studies featuring the platform
   • Co-branded marketing materials
   • Research or whitepapers focused on the platform
   • Event presentations featuring Store.icu

2. Conditional Review Requirements

   • Blog posts primarily focused on Store.icu
   • Large-scale advertising campaigns ($25,000+ spend)
   • Competitive comparison content
   • Technical deep-dive content
   • Major website changes to Store.icu-focused pages

3. Exempted Materials

   • General social media posts using approved messaging
   • Email campaigns using approved templates
   • Client proposals using approved language
   • Standard sales presentations using partner decks
   • Internal training materials for your team

Submission Process

How to submit materials for review:

1. Standard Review Process

   • Submit through the Partner Portal
   • Allow 5 business days for standard review
   • Include all relevant materials and context
   • Specify intended use and audience
   • Note any timing constraints

2. Expedited Review

   • Available for time-sensitive materials
   • Requires minimum 2 business days
   • Submit through expedited review channel
   • Include justification for expedited timeline
   • Available to Gold and Platinum partners only

3. Revision Process

   • Address all required changes
   • Highlight changes in revised submission
   • Resubmit through original submission link
   • Allow 2 business days for re-review
   • Multiple revisions may require standard timeline

4. Approval Validity

   • Approvals valid for 6 months unless otherwise noted
   • Platform updates may require re-approval
   • Maintain version control of approved materials
   • Document approval in your compliance records
   • Re-submit for significant modifications

Partner Portal Resources

Marketing Asset Library

Available marketing resources:

1. Visual Assets

   • Partner badges and logos
   • Product screenshots and images
   • Platform icons and graphics
   • Interface examples and mockups
   • Marketing stock photography

2. Copy and Messaging

   • Approved platform descriptions
   • Feature and benefit statements
   • Technical specifications
   • Boilerplate language
   • Value proposition statements

3. Templates and Tools

   • Email templates
   • Social media templates
   • Press release templates
   • Presentation templates
   • Case study templates

4. Campaign Materials

   • Current campaign assets
   • Event marketing kits
   • Webinar frameworks
   • Seasonal promotion materials
   • Joint marketing templates

Access Marketing Asset Library

Advertising Support Services

Available advertising assistance:

1. Campaign Planning

   • Quarterly campaign strategy sessions
   • Marketing calendar alignment
   • Target audience development
   • Campaign objective setting
   • Performance benchmarking

2. Creative Services

   • Co-branded asset development
   • Landing page review
   • Ad copy optimization
   • Visual asset customization
   • Creative brief development

3. Channel Optimization

   • Paid search strategy consultation
   • Social advertising best practices
   • Email marketing optimization
   • Content distribution guidance
   • Campaign measurement framework

4. Performance Analysis

   • Campaign performance review
   • Comparative benchmark data
   • Optimization recommendations
   • Attribution modeling
   • ROI calculation assistance

Request Advertising Support

Policy Enforcement

Compliance Monitoring

How Store.icu monitors partner advertising:

1. Regular Compliance Reviews

   • Quarterly partner website reviews
   • Monthly digital advertising scans
   • Ongoing social media monitoring
   • Client feedback collection
   • Random materials sampling

2. Reporting Process

   • Partners receive quarterly compliance reports
   • Immediate notification of critical issues
   • 30-day windows for addressing concerns
   • Documentation of resolution processes
   • Compliance status visible in Partner Portal

3. Self-Audit Requirements

   • Annual self-assessment requirement
   • Checklist provided through Partner Portal
   • Documentation retention guidelines
   • Results submission process
   • Internal compliance contact designation

Non-Compliance Consequences

Progressive enforcement process:

1. First Instance

   • Notification of non-compliance issue
   • 30-day correction period
   • Resource provision for compliance
   • Documentation of resolution
   • Follow-up verification

2. Second Instance

   • Formal warning notification
   • 15-day correction period
   • Mandatory compliance training
   • Partner manager escalation
   • Enhanced monitoring period

3. Third Instance

   • Marketing privilege suspension
   • Remediation plan requirement
   • Executive escalation
   • Formal review meeting
   • 90-day probationary period

4. Continued Non-Compliance

   • Potential partnership tier reduction
   • MDF eligibility suspension
   • Co-marketing restriction
   • Partnership agreement review
   • Possible termination for serious violations

Dispute Resolution Process

Addressing disagreements on compliance:

1. Initial Review Request

   • Submit through Partner Portal
   • Include detailed justification
   • Provide supporting documentation
   • Reference specific guideline sections
   • Propose alternative compliance approach

2. Review Committee Process

   • Cross-functional committee evaluation
   • 10 business day review timeline
   • Consideration of precedent and context
   • Partner presentation opportunity
   • Documented decision with rationale

3. Escalation Path

   • Partner Program Director review
   • Final determination process
   • Implementation timeline negotiation
   • Documentation of resolution
   • Policy clarification where appropriate

Compliance Support Contact

Frequently Asked Questions

Q: Can we create our own branded version of Store.icu documentation?
A: Partners may create supplementary documentation focused on implementation methodology and best practices, but may not recreate or rebrand official Store.icu platform documentation. Always refer clients to the official documentation for platform capabilities and maintain clear distinction between platform documentation and your custom materials.

Q: Are we allowed to create and publish comparison charts between Store.icu and competitors?
A: Yes, with specific requirements. Comparison content must: 1) Use only factual, verifiable information, 2) Focus on objective capability differences rather than subjective judgments, 3) Be submitted for review before publication, 4) Be updated when platform capabilities change, and 5) Include your partnership designation. Use the approved Competitive Comparison Template as a starting point.

Q: Can we mention specific Store.icu clients in our marketing?
A: You may only mention Store.icu clients that you directly implemented, and only with their explicit permission. When referencing these implementations, clearly identify your role in the project and do not imply direct endorsement of your services by Store.icu. For clients implemented by other partners or by Store.icu directly, do not use their names or suggest any connection to your services.

Q: How do we handle price advertising for Store.icu?
A: Partners should not advertise specific Store.icu platform pricing unless following the Pricing Communication Guidelines. Generally, focus on value-based messaging rather than specific price points, as pricing structures may vary. When including implementation services, clearly distinguish between platform costs and your service fees to maintain pricing transparency.

Q: Can we create our own demo videos of the platform?
A: Yes, partners may create demo videos with these requirements: 1) Use only current platform versions, 2) Focus on standard functionality rather than customizations unless clearly identified, 3) Include your partnership designation, 4) Avoid revealing sensitive platform areas, and 5) Submit for review before public distribution. Consider using the Partner Demo Environment for consistent examples.

Q: What should we do if we find another partner violating these guidelines?
A: Report potential guideline violations through the Partner Feedback Form with specific examples and documentation. Do not directly confront other partners about perceived violations. Store.icu will investigate all reports confidentially and take appropriate action according to the enforcement policy. Focus your energy on positive differentiation rather than policing other partners.

Q: How quickly will our marketing materials be reviewed?
A: Standard review times are 5 business days for most materials, with expedited 2-business-day review available for time-sensitive items (Gold and Platinum partners only). Complex materials like case studies or whitepapers may require additional time. Plan your marketing calendar accordingly and submit materials well in advance of publication deadlines, especially for major campaigns or events.

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For questions about these guidelines or assistance with specific marketing initiatives, contact your Partner Success Manager or email partner-marketing@store.icu.

These guidelines are updated quarterly. Last updated: May 1, 2025.