Be One in a Million
Build Value While Doing Good
GoodWeave Marketing Toolkit 速
Table of Contents 1. Overview
One Million Benefits (1.1) Get Started (1.2)
2. Visibility
Enhance Your Visibility (2.1) Website Visibility (2.2) Marketing Materials (2.3) Photo Library (2.4)
3. Events
Showcase Your Partnership (3.1) Trade Shows (3.2) Showroom Events (3.3) Faces of Freedom (3.4)
4. Communication
Communicate Your Partnership (4.1) Communicating Online (4.2) Taglines for Your Website (4.3) Greeting Cards (4.4) Sales Talking Points (4.5) Certificate of Origin (4.6) FAQs (4.7–4.8)
5. Co-branding Co-brand with GoodWeave (5.1) Co-branding with Ads (5.2) Co-branding with Banners (5.3) Become a Sponsor (5.4)
6. Policies & Standards
Graphic Standards (6.1–6.3) Trademark Policy (6.4–6.12) Photo Library Terms & Conditions (6.13)
7. Electronic Resources
Resources DVD & Electronic Toolkit (7.1) Resources DVD Contents (7.2) How to Order Materials (7.3)
8. About GoodWeave GoodWeave Marketing Toolkit/v201404
1A.2
1. Overview
One Million Benefits There are one million benefits of enhancing your partnership with GoodWeave and four key ways to do so: through visibility, events, communication and co-branding.
Visibility
Be profiled on our website, in press releases and in eNewsletters. Receive listing on our website’s “store locator” where consumers, designers and others can find your retailers and showrooms through country, city and zip code searches. Tap an array of GoodWeave sales tools and marketing materials, including our beautiful photo library.
Events
Display GoodWeave brochures, banners and other collateral at your trade and showroom events. Collaborate with GoodWeave to get support for special events or fundraisers. Host Faces of Freedom, an emotionally powerful photo exhibition that comes with an entire kit for hosting your own event.
Communication
Place the GoodWeave logo on your website, blog, newsletter or social media. Subscribe to our eNewsletter and repurpose the content for your blog, newsletter or Facebook page. Receive talking points and training for your sales staff. Send our greeting cards to your clients as holiday wishes, customer follow-up or a thank you after a purchase.
Co-branding
Insert the GoodWeave logo into your ads, marketing materials, and other collateral. Advertise in prominent magazines such as Elle Decor, Veranda, ASID ICON and Ocean Home at deeply discounted rates. Order a GoodWeave banner that highlights your company’s commitment to child-laborfree rugs for your showroom or trade shows. Maximize your affiliation with GoodWeave by becoming a Lead Sponsor or Industry Supporter.
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1.1
Get Started Below are some easy first steps you can take to gain value from your GoodWeave partnership.
Visibility
UPDATE us with your information at Partnership@GoodWeave.org or 202-234-9050 so we can profile you on our website. (See page 2.2) DISPLAY the GoodWeave decal on the glass door or window of your office or showroom. (2.4) PLACE the red point-of-sale brochure where your clients can read it. (2.4) PRESENT emotionally powerful images from GoodWeave’s photo library in your collateral. (2.4)
Events
ORGANIZE a special event or fundraiser in your showroom. (3.2) REQUEST GoodWeave brochures, banners and other collateral for your trade show booth. (3.3) PLAN a Faces of Freedom event using the exhibition toolkit. (3.4)
Communication
FOLLOW GoodWeave on Twitter and share postings on Facebook. (4.2) SUBSCRIBE to our eNewsletter and repurpose the content for your blog, newsletter, or Facebook page. (4.2) TEACH your staff the Sales Talking Points so they can explain to clients the meaning of the GoodWeave label. (4.5)
Co-branding
ADD the GoodWeave logo and language to your website and link to GoodWeave’s website. (4.3) CONTACT us about opportunities to participate in co-branded advertising. (5.2) ORDER a customized banner to display in your showroom or at trade shows. (5.3)
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1.2
2. Visibility
Enhance Your Visibility Enhancing your visibility is one of the best ways to build value with your GoodWeave partnership, helping you reach a growing market of socially conscious consumers. Making your GoodWeave affiliation more visible also helps you do good. Our partnership makes visible what is usually invisible: the way your rugs were produced. With the tools in this section, you can make your clients aware of the profound value of a rug that was not made by children.
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2.1
Website Visibility GoodWeave receives over 200,000 unique visitors to its website every year. More than a third of this traffic is purchase-related. As a GoodWeave partner, you are offered increased visibility on our website and in press announcements. For new partners, you will receive a welcome email inviting you to share your information with us. If you have not already done so, please send the information below to Partnership@GoodWeave.org. For all partners, be sure to frequently update your information with us in order to enjoy all the benefits of website visibility.
What We Need: •
Your company logo in high resolution (300 dpi) JPEG, TIF or EPS format
•
A photo of the owner/founder, preferably in the context of your rugs, in high resolution (300 dpi) JPEG or TIF format
•
A brief, three to four paragraph description of your company, history, business philosophy, design approach and background on the owner/founder
•
A complete and up-to-date showroom/retailer list (business name, address, phone, website url, and point of contact name and email, in Excel format)
•
Three flat rug design images in high resolution (300 dpi) JPEG or TIF format
What You Get: •
A profile of you and your company, including your photograph, on GoodWeave.org
•
Placement of your company logo and information in our online rug gallery where consumers and designers can contact you
•
Announcement of your company’s partnership with GoodWeave in press releases
•
Mention of your company in eNewsletters to donors, designers and industry partners
•
Placement in our online “store locator” where consumers, designers and others can find your retailers and showrooms through Country and zip code searches
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2.2
Marketing Materials GoodWeave marketing materials are an excellent way to make your GoodWeave partnership more visible. Use these materials in your showroom, at point of sale and at special events. Instructions for how to order all materials are in section 7, page 2.
Point of Sale Brochure Displaying the One in a Million brochure in your showroom is a great way to start a conversation about GoodWeave and your commitment to ending child labor.
Window Decal With the 4.75” x 7” decal affixed to your front window or door, your competitive advantage begins even before the client walks in the door.
Rug Buying Guide This guide, “Purchasing Your One in a Million Rug,” provides helpful rug purchasing tips for clients and shows your commitment to ethical labor practices.
Certificate of Origin Including a Certificate of Origin with every purchase connects your clients with the people who made your rugs and communicates that your company is committed to the highest standards of integrity. For more information, see section 4, page 6.
Proud Partner Plaque A 9” x 10” GoodWeave “Proud Partner” mounted plaque is a great way to tout your GoodWeave affiliation at trade shows, special events or in your showroom.
Prayer Flags Made from sustainable lokta paper in Nepal, these hand printed prayer flags are modeled after the traditional Tibetan flags that bring benefit to all when hung. In place of the Tibetan lucky symbols are traditional rug designs alongside the GoodWeave symbol. The flags are a unique item to hang in your showroom or tradeshows or to use as a give away at special events.
Video An informative DVD included in this section contains a three-part CNN series about GoodWeave and “From Carpet Loom to Classroom,” a 10-minute overview of GoodWeave’s educational programs in Nepal. A second DVD, included in section 3, contains a looped Faces of Freedom photograph slideshow. Use these materials in your showroom, at trade shows or special events. GoodWeave Marketing Toolkit/v201404
2.3
Photo Library GoodWeave’s extensive digital photo library was developed by U. Roberto “Robin” Romano (1958–2013), an award-winning human rights educator, filmmaker and photographer whose life was devoted to exposing child slavery and other forms of human exploitation around the world. From moving portraits of adult weavers and rescued children to beautiful images of the carpet making process, there are more than 300 professional-quality photographs in the photo library. The complete photo library is available on our website at GoodWeave.org/toolkit and is password-protected. Contact us at Partnership@GoodWeave.org for your password and account. As a GoodWeave partner, you can download the copyrighted images in the photo library and use them in your promotional materials, on your website or for events. Each photograph should be credited as "© U. Roberto Romano, courtesy of GoodWeave" in any and all publications. Please see our Photo Library Terms & Conditions in section 6, page 13, for exact copyright information and usage details (Terms & Conditions are also on the Resources DVD in section 7).
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2.4
3. Events
Showcase Your Partnership From international trade shows to intimate gatherings in your showroom, events are a great way to showcase your partnership with GoodWeave. Displaying your GoodWeave affiliation through banners, brochures, photographs and other collateral at both industry and showroom events can help you gain new clients while connecting them to how your rugs were produced. In this section, you will find helpful tips and ideas for hosting events of all types and sizes.
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3.1
Trade Shows
GoodWeave participates in trade and industry events throughout the year, which can provide you with opportunities to gain added exposure, increased networking and, in some cases, discounted exhibitor rates. For some of the world’s most prestigious international shows such as Domotex and Dwell on Design, GoodWeave has successfully secured preferred rates and placement for our members. Below are several ways that you can leverage your GoodWeave partnership at trade events.
GoodWeave can provide images, brochures, banners and other collateral for your trade show booth.
GoodWeave can send out a press release to the trade announcing a partner’s participation at a trade show.
At some shows, GoodWeave may host a social or informational event, which can provide you with networking opportunities.
For some shows, GoodWeave can provide discounted rates and preferred placement for our members. Contact us at Partnership@GoodWeave.org for more information.
In certain circumstances, GoodWeave can co-sponsor an event at your booth and provide a PowerPoint presentation, a customized display or a speaker.
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3.2
Showroom Events
From showroom grand openings and rollouts of new rug lines to fundraisers and other special events, showroom events are a great opportunity to connect your clients with the people who made your rugs. Below are some ways GoodWeave can help you leverage your partnership at showroom events.
For an informational event or benefit in your showroom, GoodWeave can provide brochures, banners, images and other collateral.
GoodWeave may be able to help promote your showroom event by posting on social media or sending invitations to our supporters and industry partners in the area.
Depending on availability, GoodWeave may be able to provide a speaker or PowerPoint presentation to enhance your showroom event.
In certain instances, GoodWeave can support an event highlighting a new line of certified rugs or showcasing a particular designer’s commitment to ethical production.
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3.3
Faces of Freedom VISIONS OF HOPE FOR CHILD LABORERS
Four-year-old Homrya, six-year-old Ma Ma Khal and six-year-old Masooda (left to right), daughters of adult carpet weavers, at the inauguration of GoodWeave's Child Development Center in Afghanistan. Supervised daycare includes education, meals and play, and means that mothers can spend more time at their looms to better provide for their families. (Afghanistan,2012) Š U. Roberto Romano
FA C E S O F F R E E D O M
Faces of Freedom VISIONS OF HOPE FOR CHILD LABORERS
GoodWeave licensed factories employ only adults for all steps of carpet production, including the preparation of yarn. (India, 2012) Š U. Roberto Romano
FA C E S O F F R E E D O M
Faces of Freedom
Captured by award-winning photographer U. Roberto “Robin” Romano, the Faces of Freedom exhibition provides one of the most memorable and powerful events you can host. Faces of Freedom reminds viewers that the beauty of a carpet is inextricably linked to the people who made it. If you choose to host this exhibition, you will play an integral role in raising awareness of the invisible issue of child labor while educating consumers and industry professionals on how they can be part of the solution. The photos in Faces of Freedom are organized according to three themes: child labor; carpet manufacturing and inspections; and rescue, rehabilitation and educational programs. GoodWeave has developed a Faces of Freedom Exhibition Toolkit that includes contact sheets and captions, an image order form, promotional ideas, talking points, a printing guide, terms of use and more. The Exhibition Toolkit is available on the resources DVD and at FacesOfFreedom.GoodWeave.org to all partners upon request. On the pages that follow, you will find select photos from Faces of Freedom and ideas for using the image collection.
Faces of Freedom is dedicated to Mr. Romano’s memory (1956–2013).
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3.4
Select Photos from Faces of Freedom
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3.5
4. Communication
Communicate Your Partnership Communicating your partnership with GoodWeave is an important way to build value for your business. From taglines on your website to greeting cards and talking points, you can educate your clients and ambassadors about your GoodWeave certified rugs. Most importantly, you will be doing good. Sharing stories about the children that GoodWeave, with your support, has rescued and rehabilitated will educate your clients about the people who make your rugs and the individual lives that are touched by every purchase.
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4.1
Communicating Online Communicating online is a quick and easy way to promote your GoodWeave partnership. Below are several ways to get started. •
Subscribe to our eNewsletter at GoodWeave.org/sign-up and repurpose the content for your blog, newsletter or Facebook page.
•
Link to GoodWeave.org on your website.
•
Place the GoodWeave logo on your website.
•
Add a section to your website that includes photos, stories and other content about GoodWeave.
•
Connect with GoodWeave on Facebook at Facebook.com/GoodWeave and Twitter at Twitter.com/GoodWeave, and encourage your followers to do the same.
•
Place GoodWeave’s One in a Million banner ad on your website.
•
Maximize your exposure by linking back to your personalized profile on GoodWeave.org.
Contact us for technical assistance implementing any of these online features.
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4.2
Taglines for Your Website Adding a GoodWeave tagline to your website is an effective way to communicate your partnership. Below are three options you can use. To communicate the tagline effectively, insert the GoodWeave logo and one or more images from the GoodWeave photo library. These are all available on the Resources DVD in section 7.
Option 1 [Company name] is a proud partner of GoodWeave. To learn more visit GoodWeave.org.
Option 2 [Company name] is a proud partner of GoodWeave, ensuring our rugs are made by adult artisans, not children. To learn more visit GoodWeave.org.
Option 3 [Company name] is a proud partner of GoodWeave, ensuring our rugs are made by adult artisans, not children. GoodWeave is ending child labor and offering educational opportunities to children in carpet weaving communities around the world. GoodWeave fulfills its mission by creating market demand for certified child-labor-free rugs, monitoring supply chains, rescuing and educating child laborers, and providing critical services for weaving families. To learn more visit GoodWeave.org.
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4.3
Greeting Cards GoodWeave greeting cards are a beautiful way to remind your clients during the holiday season of your GoodWeave partnership and your commitment to ending child labor. These versatile cards can also be used as customer follow-up or a thank you after a purchase. For customers who have expressed interest in your rugs, the cards can serve as a reminder of the social value of purchasing your GoodWeave certified rugs. For customers who have already purchased, the cards can strengthen their emotional attachment to their new rug. Sample greeting cards are included in this section. Instructions for how to order all materials are in section 6, page 2.
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4.4
Sales Talking Points With these sales talking points, you can start a conversation with clients about your GoodWeave partnership. The more you talk about GoodWeave, the more you will connect your clients to the people at the other end of the supply chain making their rugs. •
This rug is GoodWeave certified, which ensures that your rug was not made by children.
•
The GoodWeave label displays a unique number, which can be traced back to the producer.
•
The GoodWeave label means that a percentage of the rug’s price is used to educate children in the weaving communities of South Asia.
•
GoodWeave is the only rug certification program that rescues children from looms.
•
GoodWeave has rescued nearly 3,600 child laborers and prevented thousands more from carpet work.
•
The GoodWeave label ensures the highest quality and craftsmanship of skilled adult artisans.
•
GoodWeave provides rescued children with rehabilitation, education and vocational training.
•
We have partnered with GoodWeave because we are committed to the highest standards of integrity in the industry.
•
To learn more, visit GoodWeave.org.
®
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4.5
Certificate of Origin When your clients choose GoodWeave certified rugs, you can communicate the value of their purchase with a Certificate of Origin. Including a Certificate of Origin with your clients’ purchase will not only communicate that they have they chosen a rug of the highest quality craftsmanship but also that they have done something profound. With every purchase of a GoodWeave certified rug, individual lives at the other end of the supply chain are touched. Fill out a Certificate of Origin each time you sell a GoodWeave rug and enjoy many benefits, including: •
Earn respect by communicating that your company is committed to the highest standards of integrity in the industry.
•
Connect consumers at the point of sale with the individual lives at the other end of the supply chain who are affected by every purchase.
•
Gain the affinity of your clients—and their ongoing business—by connecting them emotionally with their purchase.
•
Gain a solid reputation for the care your company takes to deliver the highest quality craftsmanship.
•
Reinforce your affiliation with GoodWeave’s mission to support the education of children in weaving communities in India, Nepal and Afghanistan.
A sample Certificate of Origin is in this section. Instructions for how to order all materials are in section 7, page. 2.
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4.6
FAQs How can selling GoodWeave certified rugs improve my business? Importing, selling or specifying GoodWeave rugs is an excellent way to distinguish your business and capitalize on the growing market of consumers who are interested in buying socially responsible products. According to the Cone Corporate Citizenship Study, 90 percent of Americans would consider switching to another brand if they were to discover a company employed negative practices. The same people remain loyal to companies associated with a good cause.
Is the demand for GoodWeave certified rugs expanding? Yes. GoodWeave has averaged 20 percent annual market share growth for almost a decade. The One in a Million campaign is designed to drive consumer demand, thus incentivizing company participation and increasing certified rug sales. In its first year, 2011, the campaign bolstered U.S. certified rug sales by 33 percent.
How does the GoodWeave rug certification process work? GoodWeave recruits rug designers/importers in North America and Europe and their rug producers/exporters in India, Nepal and Afghanistan to make and sell rugs without the use of child labor. By agreeing to adhere to GoodWeave's strict no-child-labor guidelines, permitting random inspections of factories and looms, and paying associated license fees, producers receive the right to put the GoodWeave label on their carpets.
Who carries GoodWeave certified rugs? GoodWeave rugs are available through more than 2,000 stores, showrooms and online retailers in Europe, North America, Australia and over 40 other countries. To find one near you, go to GoodWeave.org/purchase_a_rug.
I work with a range of rug vendors. Can I sell GoodWeave certified rugs and non-certified rugs side-by-side? Yes. For rugs sourced from India, Nepal and Afghanistan, the GoodWeave label is your best assurance that no child labor was used. However, rugs from other countries cannot receive the GoodWeave label at this time. Our current retailers tell us that their positive association with GoodWeave actually enhances sales of their entire rug inventory.
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4.7
What is the difference between GoodWeave and other labeling initiatives? GoodWeave is the only rug label that: • Is independent from the industry, • Rescues and rehabilitates child laborers, • Inspects all levels of the supply chain, and • Has demonstrated adherence to the highest standards of implementation through membership in the ISEAL Alliance and ISO 65 accreditation.
What is the importer’s financial relationship with GoodWeave? Importers agree to pay GoodWeave a 1.75 percent royalty on the net import value (FOB price) of carpet shipments on a quarterly basis. GoodWeave is contractually bound to return more than half of this amount to its overseas offices to be spent on the education and rehabilitation of former child laborers. The additional amount covers GoodWeave's public awareness campaign.
How does someone become a GoodWeave licensed importer? Importers are the backbone of the GoodWeave program. Only licensed importers are legally permitted to have the GoodWeave label on their rugs. To receive a complete copy of the agreement, contact us at Partnership@GoodWeave.org.
How do I source GoodWeave rugs for my showroom? Rugs from over 125 global importers carry the GoodWeave label. By selling rugs from these companies, you can represent the finest carpets available while offering your clients the best possible assurance that they were made without child labor. A complete list of brands is available on GoodWeave.org. Contact information for each company can be supplied upon request.
How will being a GoodWeave Lead Sponsor support my sales? As a GoodWeave Lead Sponsor, you can help end child labor in the carpet industry and promote your reputation for social responsibility. You will receive point-of-sale materials and publicity support with consumer and trade media. You will also benefit from GoodWeave’s extensive promotion of its partner retailers to interior designers, importers and consumers. For more information, contact Partnership@GoodWeave.org.
What if an importer tells me that their rugs were not made by child labor, yet they are not GoodWeave certified? Many importers and manufacturers are supporting schools and other programs in weaving communities. But with the prevalence of child labor in hand weaving, the frequent, random inspections conducted by GoodWeave are the best way to know that only adults were involved with production. GoodWeave Marketing Toolkit/v201404
4.8
5. Co-branding
Co-brand with GoodWeave Co-branding is a great way to strengthen your affiliation with GoodWeave. As a GoodWeave partner, you can take advantage of exciting opportunities to co-brand such as discounted advertising in leading magazines. These impressive ads reach thousands of consumers, prompting them to consider the ethical dimension of rugs when they make a purchase. By enhancing your GoodWeave affiliation through co-branding, you are leading the way in GoodWeave’s effort to connect consumers with the way their rugs were produced.
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5.1
Co-branding with Ads As a GoodWeave partner, you should take advantage of deeply discounted rates to advertise in prominent magazines such as Elle Decor, Veranda, ASID ICON and Ocean Home. You should also take every opportunity to put GoodWeave’s logo on your own ads.
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5.2
Co-branding with Banners For use in your showroom or at trade shows, order a beautifully customized GoodWeave banner. These eye-catching banners will grab the attention of your clients and everyone who sees them.
To order a customized banner, please contact us at Partnership@GoodWeave.org. All we need is a 300 dpi image of your rug in a large size, and a high resolution version of your logo. Order your banner now to ensure you have it in time for your next event.
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5.3
Become a Sponsor If you would like to maximize your GoodWeave affiliation, you can become a sponsor. There are many benefits of sponsorship from increased exposure to additional promotional materials. The two levels of sponsorship are Lead Sponsor and Industry Supporter.
Lead Sponsors Lead Sponsors are truly one in a million. An elite group of showrooms, Lead Sponsors are setting the bar for the highest standards of integrity in the industry. As a Lead Sponsor, you will gain maximum exposure on the GoodWeave website, top recognition in GoodWeave promotional materials, unlimited access to our sales and marketing tools and more. For only $165/month, you can enjoy maximum benefits and be recognized as a leader in GoodWeave’s global effort to eliminate child labor in the rug industry.
Industry Supporters Industry Supporters go the extra mile to promote their GoodWeave affiliation. These retailers are committed to supporting GoodWeave’s mission at the point of sale. As an Industry Supporter, you will gain increased exposure and links through the GoodWeave website, additional promotional materials, limited access to GoodWeave’s photo library, and more. For only $50/month, you can stand out from the crowd as an Industry Supporter and make a difference in the lives of children. For more information on how to become a Lead Sponsor or Industry Supporter, contact us today at Partnership@GoodWeave.org.
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5.4
6. Policies & Standards
GoodWeave Graphic Standards Prepared January, 2012
6.1
GoodWeave Logo Graphic Standards Color Unless otherwise deemed necessary, the official colors of the GoodWeave logo are as shown below. The two color (Pantone) version of the logo is made up of PMS 648 and PMS 4515. The four color (CMYK) process formula is (for PMS 648) 100C, 62M, 0Y, 58K and (for PMS 4515) 0C, 9M, 55Y, 32K. Two Color (Pantone)
Pantone 648 Pantone 4515
Four Color (CMYK)
100 62 0 58
C M Y K
0 9 55 32
Black
C M Y K
Art Files Electronic files of the logo are available in the following formats; EPS, TIF, JPG and GIF (where applicable). These files are provided in the following sizes: 4”, 2” and 1”. For sizes in between the sizes provided, select and reduce the next largest size. Foe reproduction of the logo larger than 4”, enlarge the provided 4” logo (EPS version only). Do not reproduce this logo any smaller than 1/2”. An alternate version of the logo is provided for reproduction smaller than 1/2” in height. Do not reproduce this logo any smaller than 1/4”. Alternate Logo for Small Reproduction
1/2” or less, no smaller than 1/4”
6.2
GoodWeave Logo Graphic Standards (continued) Symbol and Logotype The GoodWeave logo is comprised of two elements—the knot symbol and the logotype. The font used to create the logotype is a modification of Agilita Pro. It is unique in its proportion and must not be altered in any way.
Symbol
Logotype
Symbol
Logotype
The logotype and its relationship to the symbol is also unique in its proportion and must not be altered in any way.
6.3
GoodWeave International
GoodWeave International (GWI) Trademark Policy
Current Version: v6.2, dated 1 October 2013 Superseded Previous Versions: v6.0, dated 6 October, 2009 v.6.1, dated 19 October, 2010
Contact for comments: info@goodweave.org
6
Document: GoodWeave Trademark Policy 6.2 Revised by: Biko Nagara
Audience: Public Date: 1 October, 2013
6.4
GoodWeave International
GoodWeave International Logo and Trademark Policy v6.2
1. Purpose and Definitions 1.1 GoodWeave’s mission is to end child labor and offer educational opportunities to children in carpet weaving communities around the world. Recognizing that the problem of child labor is intertwined with those of adult working conditions and environmental stewardship, GoodWeave promotes the production, labeling and marketing of rugs made in a socially and environmentally responsible manner. This includes international standards related to labour, environment and business ethics and without the use of child labor. GoodWeave’s main tool for achieving this mission is its rug certification system. The public faces of this system are the GoodWeave Marks. It is essential to GoodWeave’s mission that the authority, integrity and credibility of the Marks are maintained, and that the Marks are publicly recognized and understood. 1.2 GoodWeave International has registered its trademarks with the World International Property Organization and many national trademark offices. GoodWeave International is the owner of the GoodWeave Marks and has the exclusive right to use and license the Marks in signatory countries. 1.3 GoodWeave’s aim in developing this Logo and Trademark Policy is to ensure that the GoodWeave Marks are used correctly and as widely as possible while protecting the organization’s reputation, good name and image by ensuring proper use of all of GoodWeave Marks. 1.4 GoodWeave Marks (also referred to as “Marks”) are defined as: any and all names, logos, trademarks, certification marks, service marks, word marks, insignias or other images, whether or not registered, utilized by GoodWeave International and its national office delegates. This includes, but is not limited to, the knot design on the organization logo, the words and logotype “GoodWeave,” “GOODWEAVE,” the knot design on the GoodWeave certification label, the words and logotype “GoodWeave,” “GOODWEAVE” or any combination of the foregoing, whether integrated into a larger whole or standing alone.
Document: GoodWeave Trademark Policy 6.2 Revised by: Biko Nagara
Audience: Public Date: 1 October, 2013
6.5
GoodWeave International
2. Authority 2.1 GoodWeave International and its delegate offices are authorized agents for the administration of the GoodWeave Marks. In countries in which a national office with a signed management contract with GoodWeave International exists, GoodWeave International may delegate the responsibility for all GoodWeave Marks in that country to the national office. In all other countries, GoodWeave International retains control over distribution and use of the Marks. 3. Reservation of Rights 3.1 GoodWeave International is the owner of all rights, title, and interest in the GoodWeave Marks. No person or entity may reproduce or use (or authorize the reproduction or use of) the GoodWeave Marks in any manner other than expressly authorized by GoodWeave International or its delegates. Unauthorized use of GoodWeave Marks is prohibited. 3.2 GoodWeave International may, at its sole discretion, modify the GoodWeave Marks and how they may be used and applied at any time. In order to assure compliance and quality of control, GoodWeave may request that users of GoodWeave Marks, including License Agreement holders and any other users, provide samples of any marketing, advertising, or other material that includes the Marks. 3.3 By adhering to the GoodWeave International trademark and logo policy, users of the Marks help GoodWeave to prevent confusion in the marketplace and to protect and enhance the value and integrity of its products and Marks. GoodWeave appreciates your cooperation in this effort. 3.4 Users of the Marks acknowledge that GoodWeave Marks are the intellectual property of GoodWeave International. Users also take full responsibility for their use of the Marks, including third parties acting on their behalf. 4. Applicability 4.1 This policy applies to all manufacturers, importers, distributors, retailers, individuals, organizations and media wishing to use the GoodWeave Marks in any way. 4.2 The effective date of this policy is June 10, 2009. All users wishing to use the Marks must comply with the guidelines of this policy. 4.3 In all cases in this document that indicate the permission, validation, etc., must be obtained from GoodWeave, the user must apply to the GoodWeave national office in their own country that has a signed management contract with GoodWeave International. If no national office has been established the user shall then apply to GoodWeave International. Document: GoodWeave Trademark Policy 6.2 Revised by: Biko Nagara
Audience: Public Date: 1 October, 2013
6.6
GoodWeave International
4.4 Media, NGOs and Educational Organizations: GoodWeave may provide copies of the GoodWeave Marks to media, NGOs, educational establishments and others for the purposes of illustrating articles, talks, and lectures on the subject, etc. In articles claims shall not exaggerate the implications of labeling. The word “guarantee” shall not be used. Words like “assures”, “offers assurance” or “is your best assurance” are recommended. Care shall be taken to ensure that the advertiser or writer does not imply that GoodWeave endorses any aspects that are outside the scope of its certification. In addition, all users of the mark must adhere to all points in Section 6 of this document. 5. On-product Labeling Requirements 5.1 In order to apply any GoodWeave Mark directly to a product, the company must possess a valid License Agreement with GoodWeave International or a GoodWeave national office with a signed management contract with GoodWeave International. This applies to both product exporters, importers or others who wish to apply labels directly to a product. Any non-manufacturer wishing to affix labels to carpets will need to sign a separate agreement with GoodWeave. 5.2 The GoodWeave Marks may only be applied to qualified Contract Products, as described in the signed Licensed Agreement between the Licensee and GoodWeave. All statements regarding use of the GoodWeave Marks, as described in the License Agreement, must be adhered to by the Licensee. 5.3 Only authorized GoodWeave entities may issue GoodWeave product labels to Licensees. Only those labels are allowed to be directly applied to any product to indicate that it was manufactured under the standards of GoodWeave. Licensees may not create their own product labels or use labels bearing GoodWeave Marks issued by any company other than GoodWeave International, except subject to the approval process in Section 5.5. 5.4 Modifications to the Marks are not permitted. In exceptional circumstances (such as a smaller label size or inclusion as part of a retailer brand label), a Licensee may apply for approval of a variation to GoodWeave. Companies wishing to apply for an exception must present an exact replica draft of the label design that they are proposing, and must receive written positive affirmation from GoodWeave before the label can be applied. In cases where special labels need to be produced, the associated costs for production will be borne by the Licensee. 5.5 Licensees may seek approval from GoodWeave about special labeling considerations, such as use of the Marks in conjunction with other certification labels or marks on the same product. The GoodWeave Marks may not be used in conjunction with other certification labels on the same product without the explicit written permission of GoodWeave. 5.6 Licensees wishing to make additional explanatory on-product claims regarding compliance to GoodWeave standards may apply to GoodWeave for approval of such Document: GoodWeave Trademark Policy 6.2 Revised by: Biko Nagara
Audience: Public Date: 1 October, 2013
6.7
GoodWeave International
statements. An example of such a statement would be: “The GoodWeave label offers assurance that products were made without the use of child labor.” In any case, the statement shall not exaggerate the implications of labeling. The word “guarantee” shall not be used in association with the GoodWeave Marks. Instead words like “assures,” “offers assurance” or “is your best assurance” are recommended. Care shall be taken to ensure that the advertiser or writer does not imply that GoodWeave endorses any aspects that are outside the scope of its certification. 5.7 A GoodWeave Mark does not have to be applied to each individual product in order for a Licensee to make claims about certification for those products, such as on payment or transfer documents, as long as the products are sold to another Licensee (for example, sales of unlabeled products from an exporter to an importer may be noted as being “certified” on the sale documents). Final products that will be sold to an end consumer without further re-manufacturing must have a certification label attached in order for any claims to be made (for example, an importer selling to a retailer, or a retailer selling to a customer, may not make claims about a product unless a label is attached). GoodWeave highly encourages Licensees to apply the label to “final products” allowing the product retailer to properly promote the product as being “GoodWeave Certified” and therefore help raise awareness of the organization’s mission. 5.8 In cases where a Licensee does not apply labels directly to a product, but rather ships the labels with the product to another Licensee for application to the final product (ex: an exporter ships certified product to an importer, where the importer will cut the product into smaller pieces and then apply the labels) the Licensee supplying the labels must maintain a detailed record of how many labels were supplied, the numbers of each label, who the labels were supplied to, and on what date. All Licensees must return any unused labels to GoodWeave on a quarterly basis, along with the detailed reconciliation statement. 6. Off-product, Promotional Use of GoodWeave Marks 6.1 Any entity wishing to use GoodWeave Marks in an off-product fashion (including promotion of certified products, educational use, etc.) must follow the requirements outlined in this document. This includes retailers, non-governmental organizations, media and others. 6.2 The purpose of requiring users of the Marks to adhere to these requirements is to ensure truthful uses of the Marks, and so that no misleading claims are made about the Marks, GoodWeave, or the GoodWeave certification process. 6.3 Users of the Marks shall avoid use of misleading information that could imply that non-certified products are in any way endorsed by GoodWeave. 6.4 The promotional use of the Marks shall not in any way imply that GoodWeave promotes or endorses any activity performed by the user that is outside the scope of Document: GoodWeave Trademark Policy 6.2 Revised by: Biko Nagara
Audience: Public Date: 1 October, 2013
6.8
GoodWeave International
GoodWeave certification (such as claims regarding quality of the product, social or environmental benefits that are not part of the GoodWeave standard, etc.) Nor shall the use of the Marks imply that GoodWeave was responsible for the production of the promotional material. 6.5 Users of the Marks are not allowed to sublicense or “forward” the Marks on to other users under any circumstances. 6.6 Users of the Marks may only use the Marks in connection with and for the express purpose of promoting products that are certified in accordance to GoodWeave standards. GoodWeave may require documentation from the user proving that the products have been certified by GoodWeave. 6.7 Any claims and/or statements made in association with the Marks should be able to be clearly verified by the user. 6.8 Users of the Marks for promotional purposes, such as in advertising or marketing materials, must present GoodWeave with draft documents showing the promotional use of the Marks for approval before the documents are made publicly available (such as drafts of advertising circulars, website designs, brochures, etc.). If, over period of time, a user continues to demonstrate good knowledge of the GoodWeave trademark policies, GoodWeave may allow for exception to this rule and may instead establish regular periods for verification of proper use of the Marks (such as annual audits). However, GoodWeave retains the right to conduct an audit at anytime it feels necessary. 6.9 Users of the Marks must keep records of all approvals of trademark use granted by GoodWeave and sample copies of all trademark use for at least the previous 7 years. 6.10 Any documentation required for users of the Marks in points 6.6 – 6.9 shall be made available to GoodWeave immediately at any time upon request. 6.11 The Marks may only be used in conjunction with other certification labels or marks on the same promotional materials with the explicit written permission of GoodWeave. 6.12 Users of the Marks may promote certified products sourced from a company after its GoodWeave certificate has been suspended or withdrawn only if the products were purchased from and invoiced by the company prior to the certificate suspension/withdrawal date. 6.13 Licensees, or companies promoting certified products of Licensees, may not promote products as being certified based on a new certification application of a forthcoming extension of an application; only products covered under a current and valid License Agreement may be promoted as being certified. 6.14 Licensees who have not produced labeled or sold any material as GoodWeave or GoodWeave certified in a period of 12 months shall not use the Marks for the general Document: GoodWeave Trademark Policy 6.2 Revised by: Biko Nagara
Audience: Public Date: 1 October, 2013
6.9
GoodWeave International
promotion of the company, such as in general advertising or on business stationery. However, Licensees may use the Marks to indicate the availability of specific certified products on a “subject to order” basis. The Licensee may begin to use the Marks again for general promotion when regular production of certified products has ensued, as determined by GoodWeave. In addition, new Licensees may not begin using Marks for general promotional purposes until they have GoodWeave certified products available for sale. 6.15 Users of the Marks shall not exaggerate the implications of certification in any promotional material, media article, etc., where the Marks are being used. The word “guarantee” shall not be used in association with the Marks. Instead words like “assures,” “offers assurance” or “is your best assurance” are recommended. Care shall be taken to ensure that the advertiser or writer does not imply that GoodWeave endorses any aspects that are outside the scope of its certification. 6.16 If a non-Licensee wishes to use a GoodWeave Mark in its promotional materials including a certification number, they must obtain written permission from GoodWeave. The certification number used in the promotional material must match that found on the label of the product being promoted. In cases where the certificate registration of the supplier is withdrawn by GoodWeave, the non-Licensee that is using the supplier’s certification number in the promotional material shall withdraw the material. 7. Use of GoodWeave Marks as Product Names, Business Names, Internet Domain Names, and on Stationery 7.1 The GoodWeave Marks may not be used as part of or in association with a product name, such as “ABC GoodWeave Certified Carpeting”, without the explicit written permission of GoodWeave. This permission will only be given to Licensees, not to noncertified companies, such as retailers. 7.2 The GoodWeave Marks may not be used as part of or in association with an internet domain name, such as www.goodweavecarpet.com. 7.3 The GoodWeave Marks may not be used as part of a business name or trade name, such as “ABC GoodWeave Company”. 7.4 Licensees in good legal standing with GoodWeave International may use the Marks as part of their business stationery, provided they follow all policies regarding offproduct use of the Marks as outlined in Section 6 of this document and the Graphic Standards set forth in Section 8. 7.5 Licenses may use the Marks as part of their invoice or shipping documentation only if they also include the following disclaimer on the document: “only those products specifically identified as such on this document are GoodWeave certified.” Document: GoodWeave Trademark Policy 6.2 Revised by: Biko Nagara
Audience: Public Date: 1 October, 2013
6.10
GoodWeave International
8. Graphic Standards for GoodWeave Marks 8.1 Users shall adhere to the following graphic requirements for use of the GoodWeave Marks: a. When using a GoodWeave Mark, never modify the design or add or delete any elements or words. b. The GoodWeave Marks may be scaled for usage; however, the proportions of the Marks must not be changed. c. It is preferable that the GoodWeave Marks be used in the color formats provided. When that is not possible, then producing the logos in a black/white or grayscale version is also acceptable. Technical graphic standards for the GoodWeave label are provided in Annex A. Any diversion from these standards must be approved in writing by GoodWeave. d. When using the GoodWeave name never vary the spelling, add or delete hyphens or make one word two. e. Users can include, if so desired, GoodWeave International’s website address (www.GoodWeave.net) or any other website of a sanctioned GoodWeave national office in the relative country.
Document: GoodWeave Trademark Policy 6.2 Revised by: Biko Nagara
Audience: Public Date: 1 October, 2013
6.11
GoodWeave International
9. Acknowledgement of Receipt and Acceptance of Responsibility for Use of the Marks I have received, read and understand the GoodWeave International Logo and Trademark Policy v 6.2. I agree to use the Marks solely in accordance to the policy as outlined in this document and assume responsibility for any violations of the policy. I further understand that GoodWeave reserves the right to update the policy at any time, at which point I will be required to sign a new agreement. Name: Title: Company: Address: Phone: Email: Signature _____________________________________________________________ Date: __________________
Document: GoodWeave Trademark Policy 6.2 Revised by: Biko Nagara
Audience: Public Date: 1 October, 2013
6.12
Photo Library 2014 Terms and Conditions The photographs contained herein are solely for the promotional use of GoodWeave and its associates. Any and all reproduction and dissemination requires the permission of GoodWeave or the Photographer and are subject to the terms & conditions listed below. Images provided may be used on GoodWeave member company or partner websites and in collateral materials to promote GoodWeave affiliation. 1. Photograph(s) means all photographic material furnished by photographer here under, whether transparencies, negatives, prints, CDs, electronic format or otherwise. 2. Except as otherwise specifically provided herein, all photographs remain the property of Photographer. Photos may be used solely for the purpose of promoting GoodWeave and/or a GoodWeave affiliation. Any additional uses require the prior written agreement of Photographer, and all rights therein are reserved to Photographer. Any additional uses require the prior written agreement on terms to be negotiated. Unless otherwise provided here in, any grant of rights is limited to one (1) year from the date hereof. Photographs may not be modified. 3. User will indemnify and defend GoodWeave against all claims, liability, damage, costs, and expenses, including reasonable legal fees and expenses, arising out of the use of the photographs, for which no release was furnished by GoodWeave, or which the Client alters. Unless so furnished, no release exists. 4. User may not assign or transfer this agreement or any rights hereunder. This agreement binds Client and its agency hereunder. Client and its agency hereunder are jointly and severally liable for the performance of all of its payments. 5. User shall credit Photographer and GoodWeave in the following manner: Š U. Roberto Romano, courtesy of GoodWeave 6. This agreement incorporates by reference Article 2 of the Uniform Commercial Code and the Copyright Law of 1976, as amended. Nina Smith, Executive Director GoodWeave
GoodWeave Marketing Toolkit/v201404
6.13
7. Electronic Resources
Resources DVD & Electronic Toolkit In this section you will find a Resources DVD that contains GoodWeave logos, taglines and select photographs for co-branding with GoodWeave. The Resources DVD also contains an electronic version of the Rug Buying Guide, hyperlinks to online materials and the Photo Library Terms and Conditions. You will also find an electronic GoodWeave Marketing Toolkit on the Resources DVD. You can use this to copy talking points and sales tools into your own materials for presentations, events, sales opportunities and trainings.
GoodWeave Marketing Toolkit/v201404
7.1
Resources DVD Contents ITEM LOGOS GoodWeave Logo
DESCRIPTON
Multiple sizes in Color and B/W, available in JPG, TIF and EPS file formats.
PHOTO LIBRARY / FACES OF
FREEDOM
Library Introduction Terms and Conditions Select Photos
Faces of Freedom Exhibition Toolkit
Information about the photo library. Photos are copyrighted and must be credited. A selection of photos organized by country and subject area. Contact sheets and captions, an image order form, promotional ideas, talking points, a printing guide, terms of use and more.
MATERIALS AND HANDOUTS Rug Buying Brochure
Explains the fine craft of rug weaving and your commitment to good labor practices. A customized brochure is available by request.
Sales Talking Points
With these sales talking points, you can start a conversation with clients about your GoodWeave partnership. The more you talk about GoodWeave, the more you will connect your clients to the people at the other end of the supply chain making their rugs.
Taglines for Your Website
Three optional descriptions of how to refer to your partnership with GoodWeave on your website.
About GoodWeave
A PDF about GoodWeave’s process and programs.
TOOLKIT Electronic Toolkit
PDF version of the GoodWeave Marketing Toolkit.
All materials are available online at GoodWeave.org/toolkit. GoodWeave Marketing Toolkit/v201404
7.2
How to Order Materials Download your complimentary GoodWeave marketing materials directly from our website at GoodWeave.org/toolkit, email your selections to Partnership@GoodWeave.org or call us at 202-234-9050. When you place your order, be sure to specify the quantity and the address where you want the materials sent.
Materials: •
One in a Million Point of Sale Brochure
•
Window Decal
•
Rug Buying Guide
•
Certificate of Origin
•
Proud Partner Plaque
•
Prayer Flags
•
GoodWeave Greeting Cards (seasonal, limited availability—contact us directly for additional information)
•
Video (CNN three-part series/Faces of Freedom slideshow/”From Carpet Loom to Classroom” 10-minute video on GoodWeave educational programs in Nepal)
•
Resources DVD (logos/taglines/select photos/electronic Rug Buying Guide/hyperlinks to online materials/Photo Library Terms and Conditions)
GoodWeave Marketing Toolkit/v201404
7.3
8. About GoodWeave
About GoodWeave GoodWeave速 aims to stop child labor in the carpet industry and to replicate its marketbased approach in other sectors. GoodWeave is the only organisation working in carpet communities that rescues children from labour and provides them long-term support, and that offers participating companies third-party assurance of transparency, confidentiality and internationally accepted verification systems. GoodWeave operates in rug producing and importing countries in Europe, North America Australia and Asia and accomplishes its work through: Rescue & Education: GoodWeave is the only organisation that rescues children and provides them educational opportunities and other critical services. Tens of thousands of rescued and at-risk children have received an education and other life-enhancing opportunities, such as daycare, medical services and vocational training.
Licensing, Inspections, Monitoring and Certification: The GoodWeave label is the best assurance that no child was exploited to make a rug and that other sustainable production practices were used. Independent inspectors make frequent, unannounced visits to every loom operated by GoodWeave licensed producers. Regular monitoring ensures child-labour-free supply chains in India, Nepal and Afghanistan and licensed importers receive a GoodWeave label on the back of their rugs assuring that their brand is not associated with child labour.
Consumer Awareness Campaign: GoodWeave builds awareness and market share for certified rugs through its advertising and a highly effective communications campaign. GoodWeave advertisements run in prestigious print and online publications throughout North America and Europe.
Current GoodWeave Social Programmes Include: • Rehabilitation Centre for Rescued Children, Kathmandu, Nepal • Early childhood education for children of weavers, Kathmandu, Nepal • School sponsorship for children of weavers, Kathmandu, Nepal • Long-term education for rescued children – community-based, throughout Nepal • Long-term education for rescued children – centre-based, Kathmandu, Nepal • Vocational training and job placement for rescued children, Kathmandu, Nepal • Medical care for weavers’ families, Kathmandu, Nepal • Rehabilitation Centre for Rescued Children, Mirzapur, India • Village-based education centres, throughout Bhadohi and Mirzapur, India • Long-term education for rescued children, throughout India • Health awareness and mobile medical clinics for weavers’ families, Panipat and Meerut, India • Long-term education for rescued children –community-based, throughout Afghanistan • Vision testing and eyeglass distribution, Kabul Valley, Afghanistan • Early childhood education, Mazar e Sharif, Afghanistan • Weaving Opportunities for Women, Weavers’ Training Centre, Kabul, Afghanistan Coming Soon: • Weaving Opportunities for Women, Weavers’ Training Centre, Kathmandu, Nepal • Early childhood education for children of weavers, Kabul Valley, Afghanistan
Accomplishments: Since GoodWeave’s founding, the number of children trapped in carpet making has dropped from 1 million to 250,000 in South Asia. More than 11,000 children have benefited from the organisation’s education and rehabilitation programmes, including 3,600 directly rescued from the looms. Eleven million certified carpets have been sold in Europe, North America, Australia and other countries since 1995. More than 125 importer companies currently sell GoodWeave certified rugs, available through more than 2,000 stores, showrooms and online retailers. Credibility: No other organisation in the rug industry uses stricter standards for developing and managing its certification. GoodWeave is a full member of the ISEAL Alliance where
For more information about GoodWeave, email info@GoodWeave.org or call +1-202-234-9050
only best-in-class certifications like Fair Trade and FSC are accepted. GoodWeave’s ISO 65 accreditation ensures the organization is independent of external pressure, is transparent in its certification process, demonstrates proper quality control and confidentiality systems, and that all producers are treated equally. New Standard: The GoodWeave certification will soon mean more than child-labour-free, positioning the brand in a broader context of environmental and social responsibility. Through an expanded standard now being implemented, licensee companies will move toward greater environmental responsibility in manufacturing, and improved labour conditions for adults.
WWW.GOODWEAVE.ORG WWW.GOODWEAVE.ORG.UK WWW.GOODWEAVE.DE