ACF Car Finance Affiliate Resource Pack

ACF Car Finance Affiliate Resource Pack
Company Profile
Our company Mission Statement and Core Values are customer focused and are central to everything we do. All individual,
branch, and departmental business objectives revolve around our Mission Statement and Core Values.
Mission Statement
ACF Car Finance aims to be the UK’s leading specialist sub-prime car dealer:
• supplying quality used cars prepared to the highest standards;
• arranging appropriate finance for customers to suit their individual circumstances, if required; and
• providing an unrivalled level of customer service from initial contact through to aftersales.
Core Values
Responsibility - Conducting business in accordance with company policies and all legal and regulatory requirements.
Transparency - Offering honest, accurate information at every stage of the customer journey.
Treating Customers Fairly (TCF) - Embracing the six core TCF objectives of advice, clarity, culture, flexibility and empathy,
performance, products and services.
Below is a summary of the ‘10 Promises to the Customer’ message which is promoted throughout the business to our
existing and prospective customers:
1. We will do our very best to find the right car and finance package to suit the individual circumstances and budget
of each customer.
2. Every car we sell will undergo a 136 point vehicle quality inspection before reaching our approved used status and
being offered for sale.
3. Every car we sell will come with an independent MOT certificate for added peace of mind.
4. All cars will be valeted and presented according to ACF Car Finance’s high standards.
5. We will treat everyone with courtesy and respect both over the telephone and face to face.
6. We will provide exceptional customer service, including aftersales service.
7. We will make your experience with us a pleasant one, ensuring your complete confidence.
8. We won’t make promises we can’t keep.
9. We will make sure you fully understand the terms and conditions of the sale before committing to a credit
agreement.
10. We will make sure that our high standards are maintained through regular training sessions and active input from
our staff.
Customer feedback is welcomed through comments books at the branches, through satisfaction surveys and through customers
contacting Customer Services. Every customer is listened to and their feedback is used to help us improve our services.
Branch Details
ACF Car Finance has 8 branches across the UK:
Leeds
Manchester
East Midlands
Birmingham
Bristol
Dunstable
Maidstone
Isleworth
Leeds
ACF Car Finance Leeds
Unit B
Eurolink 31 Mildred Sylvester Way
Normanton Industrial Estate
Normanton
West Yorkshire
WF6 1TA
Directions
From the M62 Junction 31 – exit onto A655 Wakefield (also signposted Normanton Industrial Estate). Proceed straight
across the first two roundabouts and at the third roundabout go all of the way round, heading back towards Junction 31.
Take the 1st exit left into Mildred Sylvester Way and ACF Car Finance is 200 metres ahead on the left hand side.
Manchester
ACF Car Finance Manchester
96 Wharf Street
Dukinfield
Cheshire
SK16 4RA
Directions
Leave the M60 at Junction 23 – follow the signs for Ashton-under-Lyne. Going past the church on your right, keep in the
middle lanes onto the dual carriageway. At the first roundabout turn right towards Hyde and Dukinfield. Go past ASDA,
under the railway bridge, then take an immediate right at the first set of traffic lights. ACF Car Finance is on the right.
East Midlands
ACF Car Finance Mansfield
Priestsic Road
Sutton in Ashfield
Mansfield
Nottinghamshire
NG17 4EB
Directions
From M1 Junction 28 – exit onto the A38 towards Mansfield. Follow the A38 until turning left onto the B6023 Alfreton
Road towards Sutton in Ashfield. Continue on the B6023 until the road becomes Priestsic Road. ACF Car Finance is on the
right hand side.
Birmingham
ACF Car Finance Birmingham
336 Wolverhampton Road West
Willenhall
West Midlands
WV13 2RN
Directions
From the South - Exit M6 at J10; take the 1st left at the island, signposted Wolverhampton, Dudley A454. After 200 metres
take the first exit signposted Bentley Mill Way B4464. At the T junction turn right onto Bentley Mill Way sign posted
Willenhall, Bentley. At traffic lights take a left turn onto the B4464 towards Willenhall. Past the 1st set of traffic lights
straight on towards Willenhall. ACF Car Finance is on your right.
From the North - Exit M6 at J10 and take the 3rd exit right, Wolverhampton, Dudley A454. After 200 metres take the first
exit signposted Bentley Mill Way B4464. At the T junction turn right onto Bentley Mill Way sign posted Willenhall, Bentley.
At traffic lights take a left turn onto the B4464 towards Willenhall. Past the 1st set of traffic lights straight on towards
Willenhall. ACF Car Finance is on your right.
Bristol
ACF Car Finance Bristol
Units 17 Atlantic Road
Avonbridge Trading Estate
Avonmouth
Bristol
BS11 9QD
Directions
Exit M5 at junction 18, once exited take the 1st slip road off that road. Follow to a roundabout. At the roundabout take the
first exit onto Avonmouth Road. Then take the next left onto Atlantic Road. Follow the road down and ACF Car Finance
is on your left.
Dunstable
ACF Car Finance Dunstable
55 London Road
Dunstable
Luton
Bedfordshire
LU6 3DH
Directions
From the South and M25 - exit at Junction 21 (M1 North) to Junction 9 (A5) towards Dunstable, approximately 5 miles and
ACF Car Finance is on the right hand side.
From the North - exit at Junction 11 (M11 South) onto the A505 Dunstable, at traffic lights on the high street, take a left
turn after approximately 3/4 of a mile and ACF Car Finance is on the left hand side.
Maidstone
ACF Car Finance Maidstone
Unit 3 Sheldon Way
Larkfield
Aylesford
Kent
ME20 6SE
Directions
M20 to Junction 4 - A228 towards Rochester (M2) at the junction turn right towards Larkfield (signposted Newspaper).
Pass Leybourne Lake on the left and Tesco on the right. At the roundabout turn right, then take your second left and
ACF Car Finance is directly ahead.
Isleworth
ACF Car Finance Isleworth
Unit 143 Clocktower Road
Clocktower Industrial Estate
Isleworth
Middlesex
TW7 6DT
Directions
From central London - take the A4 heading towards Hounslow/Heathrow and at Gillette Corner turn left onto the
B454, Twickenham Road. Once on Twickenham Road, at the 3rd set of traffic lights turn right into Worton Road and then
take the next right onto Clocktower Road.
From M25, turn off at Junction 12 onto the M3, following signs for Sunbury. The M3 will become the A310, Twickenham
Road. At the second set of traffic lights turn left into Worton Road and then take the next right onto Clocktower Road.
From the M4 - A312 towards London, at the McDonalds roundabout follow the A4. At the Gillette Corner turn right.
Customer Profile
Building The Customer Profile
To ensure that company marketing is effective, it is important that all marketing messages are targeted at the relevant audience.
ACF Car Finance Customer Profile
The typical ACF Car Finance customer is between 25 and 50 years old, socio-economic group C2DE (C2 – skilled working
class, D-working class and E-casual workers).
Three of the most significant MOSAIC customer segments are Industrial Grit, White Van Culture and Rustbelt Resilience.
The MOSAIC visual representations and descriptions are below.
Industrial Grit - Carl and Jayne
Carl and Jayne are a self-sufficient family reliant on industrial employment.
They are both 25. Carl works as a blue collar worker in a local print factory
and Jayne works on a production line. At the weekends they do their
weekly shopping in Aldi and Netto.
Recreational activities in the evening include catching up with the soaps on
Sky and going to their local pub for a pint. They both smoke and drive a
white Ford Mondeo, which is about 10 years old. They read The Star and
like D.I.Y. They can’t afford to renovate on a big scale, so minor
improvements are made, buying from Wickes.
White Vane Culture - Terry and Tina
Terry and Tina are younger homeowners in their forties, living in a good
quality ex-council property. Terry has a small business as a joiner. At the
weekends they take the kids out to Brewer’s Fayre or watch a movie on Sky.
They buy their weekly shopping from Londis and spend quite a bit of time
on the internet. This year they’ve booked their holiday through Thompson
and got a great deal on a week away to Spain. They read the Daily Mirror
and The Sun.
Rustbelt Resilience - Melvin and Wilma
Melvin and Wilma live in low value terraced housing. Melvin works as a
manufacturer and the family depends on his income. Melvin drives an old
Ford Escort and likes to watch football and have a few beers with his mates.
Wilma does the weekly shop at Aldi and opts for cheap quick frozen meals
like gammon and chips. They have Sky, although it’s quite old. They mainly
read The News of the World or The Sun.
Brand Guidelines
ACF Car Finance Brand Guidelines
Brand Values
It is important to ensure that everyone who comes into contact with ACF Car Finance goes away with a positive opinion of
the brand. To create these positive opinions we must build a strong, clearly defined image of ACF Car Finance.
The brand represents all of the things which determine how people feel about ACF Car Finance. It is a visual representation
of our philosophy of the promises we make to our customers. It enables us to present a unified image across all marketing
channels. It differentiates us from our competitors, helps generate customer loyalty and influences purchasing decisions.
The Logo Type
Our logo is the frontline representation of the company and should be reproduced consistently across all communications.
The examples below show how to use the logo correctly.
Do
The ACF Car Finance colour logo should, wherever possible, appear on a white background.
Clear Zone
In order for the logo to maintain strength and clarity it should always remain uncluttered. To achieve this, an exclusion zone
has been created around the logo. No other visual elements such as text, or images should ever encroach upon this area.
Don’t
The ACF Car Finance logo should never appear reversed out of another colour.
Logo Proportions
Always use the original artwork (available from the ACF Car Finance Marketing Team in a range of formats) and avoid
stretching artwork or images ‘to fit’. Please ensure that the logo is never altered or redrawn. The examples below show
incorrect use and should be avoided.
Previous Logotype
Old Direct Car Finance, Approved Car Finance and ACF Car Finance logos should be replaced with the up to date logo. If
you are unsure, please email acfaffiliates@lakestarmedia.com.
Brand Elements
For any advertising that you intend to use to promote the ACF Car Finance brand we request that you abide by the
following guidelines:
• In all advertising copy always describe ACF Car Finance as “ACF Car Finance”, and avoid using the following
variations in reference to the brand;
o ACF
o ACF CAR FINANCE
o Acf Car Finance
o acf car finance
o A.C.F. Car Finance
o Approved Car Finance
• When displaying the official ACF Car Finance URL in any advertorial copy, make sure it’s in the following format:
o www.acfcarfinance.co.uk
o www.ACFCarFinance.co.uk
Never promote the URL www.approvedcarfinance.co.uk in any ACF Car Finance marketing.
Banners and Creative
For all ACF Car Finance banners and creative please ensure you use ONLY those available on Affiliate Window. If you
require any new banner sizes email acfaffiliates@lakestarmedia.com.
Program Guidelines and Restrictions
Keyword Policy – PPC Affiliates
• Keyword bidding and the use of AdWords on Google or other search engines is permitted.
• ACF Car Finance does not permit the use of branded keywords such as ‘ACF Car Finance’ in the title of text adverts
but bidding on keywords is permitted providing ACF Car Finance is not outbid.
• Affiliates should not use the display URL www.acfcarfinance.co.uk (including use of sub domains) or other
combinations / alternative or mis-spelt variations. If you would like to discuss this further, please contact
acfaffiliates@lakestarmedia.com.
• Keyword bidding and the use of branded keywords such as ‘Yes Car Credit’ and ‘YCC’ in the title of text adverts is
permitted provided ACF Car Finance are not outbid.
• ACF Car Finance does not permit Affiliates to bid on Welcome Car Finance brand related terms. Please ensure that
you add Welcome Car Finance related terms to your negative keyword lists.
Brand Guidelines
• Any reference to the company within the advert text must be ‘ACF Car Finance’. Please avoid referring to the
company as ‘ACF’.
• The old company name ‘Approved Car Finance’ must not be used. For example ‘ACF Car Finance’ is suitable but
‘Approved Car Finance’ is not.
• Never use the old URL www.approvedcarfinance.co.uk in any promotional copy for ACF Car Finance.
• Please refrain from referring to ACF Car Finance as a ‘finance provider’ in any way. ACF Car Finance is a specialist
sub-prime car dealer. The finance is provided by other associated and third party financial services companies.
• Disclosing specific car finance details for example vehicle prices, agreement terms and / or customer repayments
etc is not permitted. Likewise, the advertisement of products and services that are not offered by ACF Car Finance is
not allowed.
• Other assumptive words to avoid in advert copy are ‘guaranteed’ ‘you will’ ‘you can’ ‘assured’ ‘confirmed’ ‘for a fact’
‘for sure’ or any other synonyms which imply anything is certain.
SEO Guidelines
• Please ensure that all promotional copy for ACF Car Finance adheres to the company brand guidelines.
• Whenever re-writing copy from the ACF Car Finance site, please ensure that it is uniquely written and not just
copied word for word. This will help avoid duplicate content complications with the search engines.
• Affiliates who require material to aid in their article writing should contact acfaffiliates@lakestarmedia.com.
Emails and Newsletters:
• Mass and spam mailing is strictly prohibited.
• Emails and newsletters branded or with reference to ACF Car Finance require approval prior to distribution.
Only leads and / or sales generated within policy guidelines will be classed as valid. ACF Car Finance reserves the right to
indemnification in cases of policy misuse.
Lead Criteria and Commission
Commission
• £18 base rate commission per valid lead; plus
• £20 commission per validated lead for 100+
Cookie Length
•30 days
Valid Lead Criteria
• Applicant has proof of UK residency (with at least 3 years address history)
• Applicant is aged 21 years or over
• Applicant is in employment earning a minimum net monthly income of £1,000 (for joint applicants, the main applicant
must earn a minimum net monthly income of £850)
• Applicant must hold a valid UK driving licence
• Lead must be contactable within 5 days of the application
• Application contains house number (or name) and postcode
• Application contains a valid email address
• Application contains at least one valid telephone number