Local Store Marketing (LMS)

Local Store Marketing (LMS)
The Marketing Department consistently provides updated tools and support materials for 
franchisees to execute their Local Store Marketing "LSM," via the Marketing Module accessible 
on Sharepoint. Your Operations representatives and Marketing team are also available for 
questions on local store marketing opportunities. The following provides a brief overview of 
available resources.

POV Process
When you would like a POV on a LSM opportunity, submit a Help Desk ticket with the 
information to the Marketing Department. Once received, the corresponding team member will 
review the materials and respond with his/her findings and opinion. Please allow 3-4 business 
days for a response.

Local Media Support
The Marketing Department provides you with pre-designed ads for print, bounce back, flyers, 
sell sheets, and more to support local advertising efforts. Radio scripts are written by our creative 
Team and are provided in the respective toolkits as needs pop up.

Any changes or station written scripts must be approved by Roti. Roti reserves the right to 
change the scripts and has final approval. To have a radio script approved, send the script to the 
Marketing Department through a Help Desk ticket on ncompass to be reviewed. We may produce 
a radio commercial and make that available through the Marketing Module.

Local Billboards and Signage
This includes: Billboards, kiosks, moving billboards, bus shelter signage, or similar signage. 
This creative is developed and provided on an as needed basis because specs for these 
placements are different. If you’ve placed a buy for outdoor signage, please submit a creative 
request through an ncompass Help Desk ticket with the specs and the messaging objective of the 
signage. The team needs 10 business days to get this into the queue and develop production-ready files. Before finalizing creative they will share for review and approval. 

Store Point of Purchase Signage Kits & Seasonal LSM
New marketing materials for Point of Purchase, "POP" and LSM are made available to 
franchisees 3 times per year based on the 3 seasonal periods (Spring, Summer, Fall/Winter) and 
communicated through the Seasonal Playbooks. Each location will receive assets based on their 
locations' design to ensure proper merchandising and support to drive sales. 

LSM Requirements
Franchisees are required to spend 2.0% of their weekly gross sales on LSM efforts. 

Eligible Expenses that can be applied towards the 2.0% are outlined below. If you have 
questions on this list or would like to confirm whether a specific expense is eligible to be 
counted towards the monthly 2.0%, please submit a Help Desk ticket on ncompass.

Eligible expense receipts/invoices must be submitted at the end of each quarter for review and 
verification (no later than 10 calendar days after the end of the quarter, e.g. April 10, July 10, Oct 
10, Jan 10) through the following pathway on ncompass, "ncompass > Finance Tab > LSM 
Activities > Select the quarter > Choose File > Upload

Donations are not eligible towards the 2.0% LSM Spend, as they are tax deductible.

TYPE OF ADVERTISING		ASSOCIATED ALLOWABLE EXPENSE
Regional DMAs	Dollars committed to the regional marketing DMAs where required by Roti in its sole discretion. This is only applicable to participating franchisees in each designated marketing area.
Signage	Allowed Temporary signage; banners, yard signs, sidewalk signs, picket signs, feather flags. Permanent signage does not count as an allowed expense, this is a capital expenditure. This includes the exterior signage on the façade of the building, and all other permanent outside signage (including pylon and plaza signs).	Cost of materials, printing, shipping, distribution,  and installation if applicable.
LSM Sales Materials / Merchandising	Allowed Temporary signage; Feather Flags, Outdoor Banners, Yard Signs, Sidewalk Signs, Picket Signs. Acrylic Inserts, sell sheets, table tents, premium items and merch, tablecloths, hangtags, 3up flyers, cross promotion coupons, fundraising promotional materials, brochures, catering guides. Menu board upgrades do not count as an allowed expense, this is a capital expenditure and required.	Cost of materials, printing, shipping, distribution,  and installation if applicable.
Printed Advertising Materials	Direct mail, newspaper inserts, Valpak materials, Coupon Booklets, print ads	Media insertion costs, printing, and distribution.
Local TV / Radio Media Buys	Local Television, local radio & live reads.	Cost of the media placement, talent and residual fees.
Local Outdoor Advertising	Billboards, kiosks, moving billboards, bus shelter signage.	Cost of the media placement, printing and installation; rental or leasing costs of the space where signage will  be placed (where applicable).
Local Digital/Social Advertising	Digital ads on: Nextdoor and/or Yelp, and geo-targeted ads on social media.  Franchisees are not permitted to buy paid search/execute paid search buys. This cost does not count towards your LSM spend.	Placement fees for the media.
Local Store Activations	Local store activations and/or pop-ups that are executed. This includes renting a space at a local farmers market, festivals to sell products and drive awareness of the local store, and storefront pop-ups in a high-trafficked retail space.	The cost for a booth, permitting , and the supplies needed to set up a branded space (e.g. tent, tablecloth, signage, printed materials). This includes Brand Ambassadors and street teams to aid in activation.
Local Influencer Activation	Contracting local social media influencers to create content and/or promote your store from their social handles (Instagram, TikTok).	Cost of the influencer activation and content creation (e.g. contracting, usage, licensing), cost associated with product supplied to influencer, and any cost associated with boosting the influencer’s content with paid spend.
Local Sponsorships	Includes sponsorship of schools, organizations, teams, athletics, clubs, city groups (e.g. Chamber of Commerce), charity events, Chamber of Commerce membership.	Includes all costs associated with sponsorship/ membership, and the cost of any marketing materials needed to executed said sponsorship.
Grand Openings	Consists of all materials listed in the other categories included in this document, with the addition of any local sweepstakes, contests, and/or giveaways, DJ or radio remote, temporary décor used to draw attention to the grand opening, e.g. banners, balloon arches, etc.	Cost of materials, printing and distribution, placement fees, event costs
Now Hiring Material	Includes any ‘Now Hiring’ point-of-purchase elements, print ads, digital ads, local paid ads, etc. Does not include Employment Agency Fees or fees associated.	Cost of materials, printing and distribution, ad placement fees.
New Uniforms – Delivery only	Any delivery driver branded uniform elements are an allowable expense. This includes shirts, hats, and jackets.	Includes cost of uniforms and shipping of uniforms. Valid for Drivers uniform only; does not include the required uniforms for store employees, e.g. aprons or non-branded uniform elements like pants or khakis  would not be allowable