What is Co-Op Advertising?


The co-op (cooperative) advertising program is designed to encourage advertising at the dealer level while maintaining a consistent marketing strategy. It is designed to assist dealers with the costs of advertising and promotion of select products distributed by Rural Energy. Simply stated, co-op advertising is an advertising partnership between two or more companies that share in the chain between manufacturing and retail.

How It Works

A ‘Cooperative Advertising Fund’ is established for each dealer, consisting of an advertising ALLOWANCE based on 2% of their net purchases, for the heating season year (June 1 through May 31). Approved claims will be honored for up to 50% of the documented cost of an advertising or promotional expense up to the amount contained in each dealer co-operative advertising fund.

Submitting Pre-Approval Requests

It is recommended that advertising created by you or your local media be pre-approved by Rural Energy to ensure that ads meet all requirements to qualify for reimbursement.

How to Submit for Pre-Approval?

Email: No form is required. Simply email with the proposed copy of your ad, radio script, etc. You will receive a response via email to all Pre-Approval requests within 2 business days. Email approval cannot be used in lieu of standard documentation when filing claims.

Submitting a Claim

Claims must be submitted online or mailed and postmarked within 30 days after the eligible advertising has appeared. Late claims will be rejected. Claims which were originally submitted on time, but have been denied due to needed documentation, may be resubmitted. Such resubmission must be no more than 30 days after notification of rejection. Funds not utilized during the current year will not be carried over into the following year.

When submitting a claim attach original paid invoices and proof of performance (tear sheets or notarized scripts). Please submit only one media type (e.g. newspaper ad vs. radio vs. outdoor) per claim.

It is the dealer’s responsibility to ensure co-op funds are available before running advertising. Reimbursement is contingent upon available funds, verification of cost, and timely submission of complete, correct supporting documentation.

Advertising Guidelines

If non-Rural Energy products are advertised in the same ad, Rural Energy will limit its participation to the pro-rated share of the cost of the advertising based on the actual percentage of the space devoted to our products. Claims will not be processed for any advertising that includes competitive products. Advertisements cannot include deceptive information or product claims, or be unlawful in any manner whatsoever.

Ad production costs are not eligible for reimbursement.

You are encouraged to contact Rural Energy for prior approval if you are at all unsure about the qualification of your claim.

Newspapers / Magazines / Shoppers / Inserts

Print advertising: Newspapers and magazines.

  • CO-OP Coverage
  • Receive up to 50% reimbursement of net media cost.
  • Eligibility Requirements (materials must contain)
  • Ads must prominently display the brand name, product art, and logo.
  • Documentation Required
  • One full-page tear sheet for each ad being claimed.
  • Tear sheets must show the ad, publication name and issue date. Tear sheets must be provided for each run date being claimed on the invoice.
  • Original or notarized copy of invoice from the publication showing the insertion date(s), ad size, and net cost of ad space.


Broadcast Radio & Television

All licensed stations and legally franchised cable networks qualify.

  • CO-OP Coverage
  • Receive up to 50% reimbursement of net media cost.
  • Eligibility Requirements (materials must contain)
  • Radio and television spots must not mention other manufacturers. 30-second spots require at least two mentions of brand name; 60-second spots require at least three mentions of brand name.
  • Television spots must also include a visual of the product and appropriate brand logo.
  • Documentation Required
  • Original station invoice and the original affidavit from the station detailing spot length, exact airtimes, programming and creative that ran.
  • script bearing the notarized ANA/ RAB (radio) or ANA/ TVB (TV) or ANA/ CAB (cable) certification.


Trade Shows

  • CO-OP Coverage
  • Receive up to 50% reimbursement of net media cost.
  • Eligibility Requirements
  • Prominently displayed products and brochures
  • Documentation Required
  • An official letterhead or flyer of invitation plus invoice from the tradeshow sponsor, fully describing the expenses to be incurred as a participant in the show, is required as proof of performance.
  • Photo of the booth


Banner Ads

Banner ads may be placed on relevant local commerce websites or websites reflecting the interests of your target market.

  • CO-OP Coverage
  • Receive up to 50% reimbursement of net media cost. No reimbursement for pay-per-click or pay-per-action.
  • Eligibility Requirements
  • Web banners must be a minimum size of 125x125 pixels and logo no smaller than 89x52 pixels. Must include a link to either the dealer website or Rural Energy website. Links to other sites are not allowed. No more than 2 links in ad. If using animation, the brand logo must be on each cell of each frame. References to non-Rural Energy brands are not allowed.
  • Documentation Required
  • Original invoice
  • Screen shot of website showing web banner with visible date or link to live banner ad.


Promotional Items

Includes approved premium items, such as brochures, clothing and hats, given away in conjunction with events, sponsorships or promotional programs.

  • CO-OP Coverage
  • Receive up to 100% cost of Rural Energy approved promotional items. This amount is capped at $250 per season.
  • Promotional List

Rural Energy may choose to cover other advertising at our sole discretion. Contact us for more information.

Rural Energy reserves the right to withhold participation in your advertising program if our funds are depleted or if we choose not to participate for any other reason.

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