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2012STREETSMARTS

With roots stretching back more than 100 years, we’ve always been on the cutting edge of street-level design.

The key to our design philosophy is simple—welcome the customer.

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Fueled Up. Ready to Grow.The CITGO philosophy on brand image has always gone beyond mere bricks and mortar. It’s a fine balance

of curb appeal and the right mix of programs that will ultimately put you over the top with your customers

and your bottom line.

This year, we’ve achieved that balance with a brand image and slate of programs that separate us––and

you––from the competition. From our Centennial Image to our tried and true products and services to our

top-notch customer service, we’re fueled up and ready to grow!

Section 1

BrandInG

In ThIs seCTIOn:

Centennial Image 6

Trimark of excellence/Mystery shop Program 8

The CITGO aMerIsTOre® 10

sales aids 11

CITGO Fast Lube Program 13

6 Section 1: Branding

2012STREETSMARTS

“It’s terrific! There’s no other image in the market like this… Our dealers are very excited and want us to bring the new image to them.”

Mark MaddoxCary Oil Company

“Everybody needs to re-image as soon as possible. You can see the increase in sales.

It’s tremendous!”

Stanley and Krist AtanasoffKrist Oil Company

CENTENNIAL IMAGE

Good looks translate to great sales when you re-brand your current CITGO location to feature the new Centennial Image!

This clean, contemporary design is reasonably priced and easy to adapt to fit your location. It is currently available to you and must be in place by dec. 31, 2015. The optional interior graphics package will not change.

When planning your re-image, make sure that your CITGO street sign reflects the CITGO euro color image, with blue price faces, green diesel price faces and price cabinets and poles painted with CITGO gray paint.

Section 1: Branding 7

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5 7

Full

Secondary Fascia Elevation

Primary Fascia Elevation

Column - Painted CITGO Dark Gray

Triform - Primary Fascia

Self/Full Serve Valance Decals(See Dispenser)

CITGO Letters - Blue Channel - Primary

Trimark - Extended - Primary Fascia

Bollards - Painted CITGO Dark Graywith Stripe Decals

CITGO White Vinyl CITGO Medium Re Pump ID Flag Signs

White Riser

Red Accent

CITGO Letters - White Channel- Seco

Triform - Secondary Fascia

Credit card applicati located to the left of on both sides of the Approved alternative canopy pole.

Island Curb - CITGO

Pump Valance

Pump Skirt

Pump Topper

Bollards - Painted CITGO Dark Graywith Stripe Decals

Valance Kit

Riser Set Decals

Federal Decals Unleaded Gasoline Federal Law Prohibits

Safety And Information DecalsDanger: Extremely Flammable

Pump Number Decals

Crind™/ Card Reader Card reader graphics are only available from equipment distributor.

Product Id’s

Octane Codes

Pump Skirt Decal

Black Masking Vinyl

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Gas Station Specifications

here are the specifications for a standard canopy, pump island and pump. specifications may differ based on the size of the canopy/location. small or irregular canopies may require a different treatment. Complete details can be found in the CITGO Image standards and Installation Guidelines manual. Contact your CITGO gasoline supplier for a copy.


2012STREETSMARTS

TRIMARK OF EXCELLENCE/MYSTERY SHOP PROGRAM In 2010, we celebrated our 100-year legacy by rolling out our new Centennial Image. This year, we’re raising the mark on retail excellence by rolling out a new mystery shop program to celebrate the boost in volume and new customers that go along with adopting this new image.

Making Your Mark

Lots of changes come along with the new and improved mystery shop program, so we’ve provided you with a breakdown of all the important elements to help you better understand how the program works, what’s in it for you and how we can help you raise your scores and maintain the momentum.

What’s Changed

1. New Name: We wanted the new mystery shop program to better align with the vitality of the CITGO brand, so we re-named it the Trimark of excellence. The administration of the program is not affected by this name change.

2. Shop Frequency: More shops mean better consistency and enhanced feedback for you to perform at your best:

shop 1 Jan. 1 – March 31•

shop 2 april 1 – June 30•

shop 3 July 1 – sept. 30•

shop 4 Oct. 1 – dec. 31•

3. Grading System: Instead of the less specific “Gold,” “silver” and “Bronze” designation, we’ve streamlined the grading system, pinpointing your performance based on a possible perfect score of 100 points plus one, three-point bonus question.

Grabbing IncentivesVisit MyCITGOstore.com to register your location (name, store address, store number, email, mobile phone number) and you’ll be entered to win prizes throughout the year!

The scores are based on a series of questions, of which some have partial credit.

4. Questionnaire: The questionnaire has been modified to put emphasis on consistency and is divided into three significant sections that encompass the overall retail experience of your customers––Fueling, shopping and Customer service.

5. Quarterly Rewards: CITGO will provide gasoline suppliers with the following for retail locations scoring 95% or higher on a shop:

$150 in CITGO Gift Cards•

a letter of commendation•

a performance certificate to display in •the store

Gift Card


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6. Annual Rewards: CITGO will provide gasoline suppliers with the following for the top 5% of locations averaging 90% or higher on all four shops:

a recognition plaque•

a decal to display on the door for all •to see

$1,000 in Visa gift cards•

7. Review: similar to the old Mystery shop Program, the shops are conducted by a third-party vendor that provides a customized summary report to your CITGO gasoline supplier. recommendations for improvements and possible training will be discussed with locations.

Beginning in the fourth quarter of 2012, the following penalties will be applied to gasoline suppliers for each location scoring less than 70 percent on any given shop.

• 1st failure – warning letter (no charge)

• 2nd consecutive failure - $100 charge

• 3rd consecutive failure - $200 charge and subject to debrand

• 4th consecutive failure - $500 charge and subject to debrand

• 5th consecutive failure - $1,000 charge and subject to debrand

8. myCITGOStore.com: This unique, one-stop-shop website provides incentives, tips for improvement and performance check-ups, training videos and more.

after first quarter results are received, retailers that register at myCITGOstore.com will have access to even more information, including:

Quick, easy to understand performance •dashboard reports

a complete review of your mystery shop •survey results

a user-friendly request for appeal•


2012STREETSMARTS

THE CITGO AMERISTORE® The CITGO aMerIsTOre is an affordable, easy-to-implement graphics branding package that is totally modular in design. With a variety of floor plans ranging from a grand-scale, 8,500-square-foot flagship location to a modest neighborhood store, the CITGO aMerIsTOre is sure to have a model that meets your business needs. a straightforward ordering process and step-by-step graphics installation instructions make the decision to go with a CITGO aMerIsTOre package even easier!

While the bold, futuristic Centennial Image branding for your location canopy, pumps and pump islands is currently available, the CITGO aMerIsTOre interior graphics design package remains the same, making it the store design of choice to maximize customer appeal now and into the future.

Proven Market Appeal

The CITGO aMerIsTOre design is the result of extensive research and testing done by a world-class retail graphics design firm. The CITGO interior graphics design package provides color graphics identifying every key convenience store sales category, with custom graphics available for different needs.

Retrofit Kits and Interior Graphics Design Package

Upgrade using the CITGO aMerIsTOre retrofit components to enhance your image on virtually any size and shape of store.

all interior graphics are constructed using highly durable styrene-covered foam core and printed with UV-resistant inks, which will provide years of service. The design package can be used at any of your existing CITGO-branded locations. standard icons and materials apply, but customized materials can be developed by our preferred vendor, Mountain Commercial Graphics, to help differentiate you from your competition.

Contact the vendors listed below to order your CITGO aMerIsTOre plans, retrofit kits and interior graphics today!

Plans: al McCreary & associates, Inc. robert Guess 918-749-2231 [email protected]

Retrofit Kits and Interior Graphics: Mountain Commercial Graphics Jonathan Coronado 1-800-950-4923 [email protected]


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SALES AIDS This versatile marketing mix of sales aids lends itself to a variety of business models, so feel free to select those that work best for you.

CITGO Welcome Kit

Our Welcome Kit allows you to say “hello!” to the neighborhood in style!

This year’s Welcome Kit includes exciting Point of Purchase (POP) graphics such as flanges, yard signs and column lug-ons. The kit will ship automatically at no cost to all new-to-CITGO locations when they reach branded (“B”) status (branding materials have been ordered).

The 2012 Welcome Kit includes:

Special Event Giveaways

Make sure you have plenty of CITGO souvenirs on hand when you host your special event such as a customer appreciation day or a “re-Grand” Opening.

Ordering information:

halo Brand solutionsMelissa hunter1-800-468-4332Melissa.hunter@mahpromotions.comwww.mylogogear.com/citgo

• Acrylic“TakeOne”ApplicationDispenser

• CITGOBuyingGroupMaterials

• CintasCatalogand$200Couponfor Uniforms

• LanyardsandNameBadges

• CITGOPaymentCardGuideand regulations handbook

• CreditCardInvoiceKit

• TrimarkofExcellenceBrochure

• ManualCreditCardEnvelopes

• POPMaterials

• CITGOPens

• StreetSmarts

• StarterSetofCITGOBusiness(fleet)CreditCardapplications

• StarterSetofCITGOPlusCreditCard applications

• RetailerProgramsataGlance


2012STREETSMARTS

Grand Opening POP Kit

It requires a lot of planning to make your grand opening successful. To make it easy, we’ve developed a handy Grand Opening checklist and festive Point of Purchase (POP) materials that focus on local ownership, an attribute we know is a winner for customers! This kit ships at no cost upon request from your CITGO gasoline supplier.

The 2012 Grand Opening Kit includes:• GrandOpeningChecklist–We’llwalkyouthrough

your opening step-by-step to ensure things get done right and on time for the big day!

• POPMaterials• GrandOpeningBanner• CITGOBalloonsandClip-n-Strings• CITGOPens• CITGOPennants• RegistrationBoxandEntryPads

Customizable Retail Materials

More than ever before, your customers are looking for a good deal. Whether you’ve recently upgraded your location to the new Centennial image or you just want to announce a special promotion or daily deal, we can help you communicate that message in a variety of ways with customized retail materials, including:

• CustomizableSpecialAd/Flier• RetailerLocationWebPageAds(Seesection3,page40formoredetails)• Billboards• POP


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CITGO FAST LubE PROGRAM Why not add a CITGO Fast Lube to your location? after all, there’s a fast-growing group of customers out there looking for a professional to take care of their oil change needs, and they represent sales you’ve been missing out on.

Below are four great reasons to make CITGO Fast Lube a part of your business strategy:

1. enjoy a franchise-quality program without the associated costs.

2. Boost your reliable revenue stream.

3. Increase your customer loyalty.

4. The program is easy to implement and comes complete with proprietary management and operations training.

For more information about the CITGO Fast Lube Program, please contact a CITGO Installed account Manager ([email protected] / [email protected] or 504-420-8935 / 713-206-9014).

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In ThIs seCTIOn:

Proprietary CITGO Payment Cards 16

debit Cards, eBT and Broadband 17

Payment Card Industry/data security standard (PCI dss) 19

Loyalty Programs 21

More than Just PlasticThe payment card landscape has changed dramatically over the past few years. although plastic is the

preferred method of payment, good payment card operations mean so much more than just a solid offer-

ing of credit cards. Important industry issues like fraud, PCI compliance and loyalty programs must also

be addressed. at CITGO, not only do we offer you a suite of payment card options to fit the needs and

lifestyles of your customers, but we back that suite up with the tools, training and programs you need to:

· help protect your locations from fraud.

· ensure the PCI compliance of your hardware/software.

· Provide your customers with loyalty programs developed with them in mind.

Section 2

PayMenT Card

16 Section 2: Payment Card

2012STREETSMARTS

PROPRIETARY CITGO PAYMENT CARDS

all CITGO customers are important to the success of your business. however, those wielding CITGO proprietary payment cards are the most valuable of all. research shows that proprietary gasoline cardholders are more likely to patronize a single brand than the average customer.

Please continue to accept all card designs for all CITGO proprietary payment cards as a valid form of payment until they are phased out over the next year.

CITGO Plus

Consolidation of gas charges•

Pay-at-the-pump convenience•

Flexible payment options•

additional cards for family and friends •at no extra cost

Itemized monthly statements•

your customers can apply by:

•Calling1-800-GO-CITGO

•Loggingontowww.citgo.com

•Completinganapplicationavailableatall CITGO gas stations and mailing it in

New Design Coming in 2012

New Design Coming in 2012

CITGO Gift Card

•Justlikecash

•Nodormancyfee

•Noexpirationdate

•Rechargeable

•Balancecheckavailability

Customers are able to set the value of their card in whole dollar increments ranging from $5 to $300. Just activate through the in-store Point of sale (POs) terminal at the time of purchase, and they are ready to go.

CITGO CELEbRITY® Card

•5percentrebateson domestic airline tickets

•Creditcardprotection(allcreditand debit cards)

•Accesstoonlinebillpay

This premium “niche” consumer card features an active base of around 26,000 accounts and has an annual fee of $25. For complete information, have your customers contact 1-800-756-2484.

CITGO business, business Select, business Select MasterCard® and In-Store Cards

Fleet managers handling dozens of vehicles across state lines as well as local fleet managers with several vans or trucks are prime candidates for the CITGO Business card.

The Business select MasterCard provides the same benefits as the CITGO Business select Card, and it can be used at aLL sites, including non-CITGO locations!

Competitive Rebate Incentive

your customers will continue to receive the competitive rebate of 5 cents-per-gallon when they use their CITGO Business/Business select cards (excludes CITGO Business select MasterCard) during the first three months the account is open. This rebate will appear as a credit on their second monthly statement.

Tiered-Volume Rebate

all CITGO Business select and Business select MasterCard cardholders are eligible for the tiered-volume rebate.* These cardholders represent 5 percent of our existing fleet accounts.

The tiered structure is based on gallons purchased and places the program among the most competitive in the marketplace.

Gallons Per Month Cents-Per-Gallon (CPG)

500 – 2,499 1

2,500 – 4,999 2

5,000 – 6,999 3

7,000 – 9,999 4

10,000+ 5

*The tiered rebate applies only to purchases made at CITGO-branded locations.

Section 2: Payment Card 17

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Marketing Blitz

a sales team has been assembled to help grow the program, and a marketing brochure geared toward fleet customers is available.

VIP Hotline

Marketers and retailers, but not consumers, may contact the CITGO/FleetCor sales Manager using the information below to have an application fast-tracked through the credit approval process, receive help closing a sale or answer any fleet-related questions.

HelpDesk 1-800-561-4991

CITGO VIP Hotline1-866-249-4723Fax: [email protected]

CITGO/FleetCor Sales Managers

Central Region

richard Cyr (ar, In, La, MI, TX)[email protected]

Mark Kapturski (IL, WI)[email protected]

Northeast Region

richard Cyr (CT, de, Ma, Me, nh, nJ, ny, Pa, rI, VT, WV) 281-830-4879 [email protected]

anthony simmons (Md, Va) 202-812-9595 [email protected]

•ACCEL•AFFN•AlaskaOption•CU24•Interlink•Maestro

•Pulse/Tyme•QuestEBT•NYCE•Star•VisaReadyLink

Southern Region

denny easterday (aL, FL, Ga, Ms, nC, sC, Tn) 770-617-5425 [email protected]

Web Presence

a page on www.citgo.com enables customers to apply, pay their bill and access their account to manage fuel restrictions, set card limits and restrictions, cancel a card, etc.

Customer Appreciation

Utilizing statement messages and inserts, CITGO will thank existing customers for their business and contact inactive customers, encouraging them to visit their local CITGO station.

Credit Card Application Acrylic Holders

CITGO refills these holders with new applications each time new Point of Purchase (POP) materials are installed. all that is required of you is to keep the holders filled in between POP campaigns.

remember, two holders are required per each dispenser. To order, contact your CITGO gasoline supplier.

DEbIT CARDS, EbT AND bROADbAND

debit cards are a force with which to be reckoned, rivaling cash and credit cards as today’s payment method of choice.

The following is a list of debit networks currently available to all participating CITGO retail locations:

If you’re interested in enrolling any or all of your retail locations in the program, please contact the CITGO POs helpdesk at 1-800-533-3421, option 2.

Electronic benefits Transfer (EbT)

eBT consists of two parts––Cash Benefit and Food stamps. CITGO currently offers Cash Benefit eBT through locations set up for debit processing via Citicorp eBT and Quest eBT.

VeriFone ruby and sapphire system users can process electronic food stamp cards (eBT Food stamps) in most states. These systems make processing food stamps much easier; they require less training and are less likely to result in fraud or chargebacks. Most important, they increase your sales potential by making it possible to meet the needs of an unconventional customer payment card group. Call 1-800-533-3421, option 2, option 3 for more information.

Certified POS Systems

The 2012 CITGO Certified POs systems include:

•GilbarcoPassport(dial,VSATandInternet)

•PinnaclePalm(dialandInternet)

•VeriFoneRuby(dial,VSATandInternet)

•VeriFoneRuby/Sapphire(dial,VSAT and Internet)

•VeriFoneTopaz/Sapphire(dial,VSAT and Internet)

•VeriFoneVx570stand-aloneterminal(dial and Internet)


2012STREETSMARTS

broadband Internet-based Processing

CITGO has partnered with heartland and sPrInT to bring you a turnkey, competitively priced solution for your broadband needs. heartland provides the encryption module through its smartLink technology; sPrInT provides the connectivity piece of the solution, with its state-of-the-art 4G wireless product. Both product lines are fully PCI compliant.

VeriFone Managed Service Program

We have partnered with VeriFone to bring you a Managed service Program, which will allow you the use of either a full ruby/sapphire system or a sapphire upgrade for your ruby at a low, fixed, monthly price. This solution provides full, on-site maintenance and the peace of mind that comes with knowing you are always running

PCI-compliant software and that any POs issues will be handled by a professional service technician.

VeriFone HelpDesk and Software Maintenance Program

VeriFone now requires all users to subscribe to a helpdesk and software Maintenance program. But, CITGO was able to negotiate a price reduction for this service, and we’re passing it on to you! you are not required to take advantage of this month-to-month program, but you must complete an “opt out” form if you don’t wish to participate. additionally, VeriFone no longer allows CITGO to make courtesy calls at the request of retail locations.

To obtain additional information on whether or not these solutions can benefit your business, contact one of the CITGO POs Product Managers listed below.

donna Gordon 1-800-423-8434, ext. 4781 Fax: 832-486-4476 [email protected]

Jeff Maybray 1-800-423-8434, ext. 4782 Fax: 832-486-4476 [email protected]

sherry Thompson 1-800-423-8434, ext. 5494 Fax: 832-486-4476 [email protected]


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CITGO PCI e-Learning Center

In an effort to help you secure sensitive data and comply with mandatory card brand rules, CITGO, in conjunction with ProPay, has developed the CITGO PCI e-Learning Center. This site is a free resource intended to provide a single-source destination to help you with your PCI and information security training needs.

Three courses and step-by-step user instructions are currently available:

•BasicSecurityFraud–SalesAssociates

•IntermediateSecurityFraudandPCIDSS–StoreManagers

•PCIComplianceBasics–StoreManagers

•Step-by-StepPCIe-LearningCenterUserInstructions–StoreManagersandSalesAssociates

These courses have been designed by industry experts with significant training experience. They outline the requirements necessary to meet PCI compliance, measures that can be taken to prevent fraud at a location, the meaning behind the 12 PCI rules and much more. Courses are tracked and scored, with certificates of achievement given upon successful completion. additionally, an array of reporting can be generated to show which courses have been completed and by whom. Contact your gasoline supplier to enroll.

PAYMENT CARD INDuSTRY/DATA SECuRITY STANDARD (PCI DSS)

In 2006, VIsa International, MasterCard Worldwide, american express, discover Financial services and JCB jointly announced the formation of an independent council designed to manage the ongoing evolution of the Payment Card Industry (PCI) data security standard (dss), which focuses on improving payment account security throughout the transaction process.

These standards globally govern all merchants and organizations that store, process and/or transmit cardholder data. Compliance with the PCI set of standards is mandatory, and is enforced by the major credit card brands that established the council. at this time, POs software must pass the PCI Pa (Payment Card Industry Payment application) standard and PIn Pads must be compliant with the Triple data encryption standard (Tdes) for debit card processing.

Questions regarding POs programs and PCI-dss POs compliance should be directed to Charlotte Loomiller at 1-800-423-8434, ext 4718, or [email protected].

Questions regarding PCI-dss should be directed to rhonda Todd at 1-800-423-8434, ext 5366, or [email protected].


2012STREETSMARTS


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LOYALTY PROGRAMSWhen it comes to loyalty programs, CITGO does not believe in a one-size-fits-all approach. every locally-owned and operated CITGO store is unique, and your approach to building customer loyalty should recognize that. That’s why we’ve partnered with the leading providers of loyalty programs to the petroleum industry to help you find the right solution for your stores.

Exclusive Connection$

We’ve partnered with exclusive Connection$ to help you not only develop a great loyalty solution, but implement it well. exclusive Connection$ delivers a sales and marketing team that specializes 100% in the development, implementation, and support of C-store loyalty programs. It has the proven industry experience and track record of success to help you design and implement the right loyalty offering for your market.

exclusive Connection$ offers a comprehensive bundle of services through its Loyalty accelerator Program, including:

Loyalty Program recommendations and roll-•Out Plan

Card design, Issuance and registration •support

Promotions Management•

Marketing and advertising support•

POP Material Management•

Loyalty Training Programs•

Program Budgeting and Cost analysis•

Consulting support•

Loyalty ProvidersCITGO offers more options to help you get that perfect fit by partnering with three of the top loyalty program providers in our industry. Let exclusive Connection$ help you decide which loyalty partner and program options are right for you.

Centego (an excentus Company)•

Outsite networks Loyalty solutions•

ValueCentric Marketing Group (VCMG)•

Whether you want to build fuel sales, drive store sales, feature added value services, automate your coffee club, offer a sweepstakes or involve your community in supporting a local charity, the tools and help you need to build your own loyalty program and make it successful are available to you through CITGO. and implementing loyalty doesn’t need to be expensive. Loyalty solutions are available at various price points to meet your current level of technological sophistication.

For more information on getting started, contact exclusive Connection$ at (800) 467-8073, or [email protected].

If you have questions, contact dan rickel, CITGO Marketing Technology Manager, at 918-437-0206, or [email protected].

CITGO Cash back ProgramThe CITGO Cash Back Program allows you to create your own customized fuel discounts. It is designed to attract more repeat customers and CITGO payment card purchases and offers a cents-off rebate for purchases made with cash or CITGO Plus, Gift and CITGO Business cards.

To order customizable advertising and POP, contact your CITGO gasoline supplier.

6¢on everygallon!BACK

GET CASH

Only at participating locat ons Promot on can be discontinued w thout notice Discount amount subject to change Fuel d scount valid only when purchase does not exceed exist ng CITGO G ft Card value Discount on C TGO Bus ness Ca ds will not be reflected on your monthly repo t

When you use your CITGO Gift Card, CITGO Business Card or CITGO Plus Card. CITGO makes it easy to get a rebate every time you refuel. Using your CITGO card is the smart choice for instant savings.

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In ThIs seCTIOn:

Brand strategy 24

Target audiences 25

The 2012 Campaign 30

Grassroots Public relations (Pr) 38

Promotions 39

social development Initiatives 41

Cause Marketing 42

Graphic standards 43

Get Ready for the Good!as a society, we seem to spend a great deal of time lately focusing on what’s wrong. Wouldn’t it be nice

if, instead, we found it easier to count our blessings and focus on the good things in life?

It’s not hard for the people of CITGO. Good things are definitely brewing for us this year. From good deals

on good fuel to good business practices and good neighbors who are fueling good, we’re all about the

good in 2012! and we’re taking that message to the streets in a multi-platform, highly targeted brand

advertising campaign designed to drive more customers to your pumps and through your doors. how good

is that!?

Section 3

Brand adVerTIsInG

24 Section 3: Brand advertising

2012STREETSMARTS

bRAND STRATEGYOver the past several years, our brand advertising efforts have worked to change the conversation with our consumers, focusing on specific inalienable brand truths––truths like locally owned and doing good––to instill confidence in our consumers to support your locally owned and operated businesses. and it’s worked! Our research shows that consumers are more likely to buy CITGO because of our local ownership and fueling good efforts in local communities

This year, we’ll continue that trend, further positioning CITGO as the most human and caring oil company. But we’ve also got a little something else up our sleeve. We’ve evolved our campaign to support aggressive retail activa-tion efforts that will help you:

sell more gasoline•

compete and prosper through more opportunities for convenience store •purchases

provide another tool to attract new retail locations•

2012 brand Message PointsWe’ve kept in place our message points that have worked well for us in the past, but we’re investing in focused, turn-key retail activation efforts that will improve purchase frequency, attract current non-users and sell more gas at your locations.

Our 2012 key brand message points include:

doing Good•

Local Ownership•

Fueling Good•

diversity•

easy rewards for Frequent Fill-ups/Purchases•

Section 3: Brand advertising 25

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TARGET AuDIENCESA Refreshed Look at Your High-Potential Customers

shifting attitudes. Increased focus on the economy and personal finances. heightened concerns about the environment. expectations of corporations’ roles for societal common good. The “What’s In It For Me?” syndrome. These are but a few of the things that create changes in the way consumers perceive the world around them. and these perceptions affect the many choices they make every day, including their gasoline brand of choice.

at CITGO, we’re always studying the marketing environment with an eye to how it will affect the customers that have the highest potential in terms of sales and ongoing loyalty for your retail locations. and this year, our research has dictated a need to refresh the original segmentation. There are three new consumer segments that represent the greatest opportunity for increasing visits to CITGO and our retail activation initiative was designed just for them.

Meet your high potential customers!


2012STREETSMARTS

C-Store Chillers

The first of our customer segments is called C-store Chillers. you’ll often find members of this group just “hanging out” in and around your locations, looking for a great retail experience. They tend to be young males of ethnic descent (hispanics, african americans and asians), and frequently communicate using social media.

% of population


Section

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Guardians of Good

The second customer segment is the Guardians of Good. These young adults (more women) are liberal in outlook and are socially active. They are protectors of the environment and are often involved in charitable causes.

% of population


2012STREETSMARTS

Loyalty Royalty

Our third customer segment is known as Loyalty royalty. Good deals are important to this group as it is defined by its high number of loyalty program members. Women make up 60 percent of the group and tend to be in their 40s and married.

% of population


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There’s a New Influential in Town

Last, but not least, are the new Influentials. due to the changing social, economic and technological landscape in the United states over the past four years, a new “Influential” definition was developed to take into account these new facets of american life.

Based on the new definition, a consumer is considered a “new Influential” if he/she qualifies for three or more of the following:

Is a traditional “Influential” (original roper definition)•

definitely would recommend at least one gasoline brand and disagrees that all gas brands are the •same

Consider themselves an expert in current events, politics or environmental issues•

Consider themselves an expert on cars•

Visit social media sites in order to share their thoughts on current events or to show passion for •products and brands

Is part of an online community that shares thoughts or ideas•

These “new Influentials” also line up well with our retail activation strategy and with our core brand messages. What’s more, 44% of “new Influentials” reside within our three main consumer segments!

% of population


2012STREETSMARTS

THE 2012 CAMPAIGNCampaign Elements

This year’s campaign is all about the good! The good works of the people of CITGO, and the good your locations will enjoy through increased foot traffic in your stores and at the pumps.

In 2012, not only will our media plan continue to spread the word among millions about the positive impact the people of CITGO make every day in communities across the nation, but it will also drive traffic to your pumps and through your doors.

The multi-platform campaign will be seen and heard on TV, radio and outdoor billboards as well as point of purchase materials at your stores and via digital advertising. This year’s campaign elements include:

Television

Four 30-second spots featuring the following messages:

Locally owned and doing good•

Fueling Good•

diversity (CITGO support of minority-owned and •small businesses within our supply chain)

easy rewards Program (Frequent Filler Program)•

Radio

Two 60-second spots and a 30-second spot, featuring the following messages, respectively:


Locally Owned and doing Good•

National Public Radio (NPR) reads with messages about:

Fueling Good in Local Communities•

diversity in supplier Chain•Locally Owned and doing Good•CITGO social resonsibility Programs•

Outdoor billboards

Two outdoor billboards with the following messages:


Quality Fuel•

Point of Purchase (POP)

Three waves of POP featuring the following messages:

Wave 1 – Quality Fuel•

Wave 2 – easy rewards Program (Frequent Filler Program)•

Wave 3 – Fueling Good •


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ANTHEMIC MuSIC

VIDEO: Beautifully shot vignettes of our target audiences enjoying life and each other in the pursuit of good things. In several scenes, words are supered to underscore the action. however, in those scenes both the supers and the imagery merges together to form a new interesting or ironic scene, and each forms the super “Good.”

VOICE OVER: here’s to the philosophy that if it fuels good, do it. If it’s the reward for achieving one of your goals today.

VIDEO: a retailer is handing out drinks to kids on a soccer team outside the store. The scene merges and two kids morph together as do their jerseys, which then read, “We’re #1.” The supers “Goal” and “Today” merge to form “Good.”

VOICE OVER: Or, if it’s ensuring the performance of the engine you need for your livelihood.

VIDEO: The two working vehicles at the pump merge. The supers “Go-Time” and “Livelihood” merge to form “Good.”

VOICE OVER: Fuel the good in every twist and turn of your journey. and it all begins at your local CITGO, with just what everybody needs.

VIDEO: Interior of the store showing a huge selection of stuff. The “Go” from CITGO and the “od” from everybody forms “Good.”

VOICE OVER: and with each visit you help us fuel good causes in our neighborhoods by giving back.

VIDEO: Volunteers are planting trees. One individual holds the tree and another individual holds a hose. They merge together to look as if they are shaking hands. The supers “Goodwill” and “neighborhood” merge to form “Good.”

VOICE OVER: yes. here’s to the go-getters and everywhere the road takes them.

VIDEO: Vehicles driving along a road merge into one moving vehicle. The supers “Go-Getter” and “road” merge to form “Good.” Cut to CITGO station exterior.

VOICE OVER: your locally owned CITGO says, if it fuels good, do it.

VIDEO: super of CITGO logo and FuelingGood.com.

“Fuels Good”

Television

MuSIC: Fun, energetic Track

VIDEO: slow-motion scenes of diverse individuals walking toward the camera. Many people represent the evolution of CITGO gas, beginning with the refinery and ending at the station, all intercut with diverse people representing local business and real people whose lives we impact. To make this commercial feel in campaign with the other two spots, we’ll use the same “Fuels Good” language, and in two scenes, words morph together to form the word “Good.”

VOICE OVER: From the refinery to the research lab, on the highways and all the way to your local station, CITGO is fueling good things across the country.

VIDEO: show a diverse array of local business people. The letters G+O in “homegrown” morph with the letters O+d in “Livelihoods” to form “Good.”

VOICE OVER: By working with all kinds of locally owned businesses. Because it’s local entrepreneurs that keep our economy moving forward. and help our communities thrive.

VIDEO: show several diverse retailers in different locations at the stations. The letters G+O in “neighborhood” morph with the letters O+d in “World” to form “Good.”

VOICE OVER: Which makes a world of difference in our neighborhoods.

VOICE OVER: CITGO. Fueling Good.


“Diversity”

Traditional Advertising

The goal of the 2012 campaign is to get people to your pumps and in your stores––for just one more visit, one more purchase, one more tank of gasoline.


2012STREETSMARTS

ANTHEMIC MuSIC

VIDEO: Vignettes of our target audiences enjoying life and each other in the pursuit of good things. In several scenes, words are supered to underscore the action. however, in those scenes, both the supers and the imagery merges together to form a new interesting or ironic scene, and each forms the super “Good.”

VOICE OVER: CITGO believes if it fuels good, do it. If it’s just something to lift your day. Or it gives you the energy to accomplish twice as much today.

VIDEO: show people in a carpool supplied with snacks and sodas. The women in the back seat are busy multitasking. They merge, they’re laptops merge

to form one person with two phones having two conversations. supers “Go” in Goodies and the “Od” in productivity merge to form “Good.”

VOICE OVER: Or if it fuels good things every day. Because you can now earn cash back for everyday purchases at CITGO such as gas, food or whatever.

VIDEO: show exterior of a CITGO station with lots of activity. Cut inside the store and show products. Two customers and the items they’ve purchased merge into one. supers “G” and “O” in gasoline and the “Od” in productivity merge to form “Good.”

VOICE OVER: simply go to CITGOeasyrewards.com and register. your rewards will add up automatically. and we’ll send you CITGO Gift Cards as you earn

them, to use just like cash. From the get-go, it’s the easiest method of earning cash back rewards out there.

VIDEO: super of CITGOeasyrewards.com. Match dissolve from a Visa credit card to a CITGO Gift Card. a customer hands the CITGO Gift Card to the attendant to pay for his items. supers “Go” in get-go and the “Od” in method merge to form “Good.”

VOICE OVER: so sign up now. your locally owned CITGO. Fueling Good.

VIDEO: show station exterior. super of CITGO logo and CITGOeasyrewards.com.

“Easy Rewards Program – Fuels Good”

VIDEO: (animation) We open on a man walking through his town. It’s pouring rain. he sees a newspaper headline that reads, “rain for Weeks.” We see all the townspeople are pale. The flowers are dying. The gardens are ruined. We cut to our man building something. We’re not sure what it is, but he’s working night and day. The neighbors grow curious. he’s pulling in all sorts of different crazy parts. We reveal that he’s built an interesting “flying machine.” We see him pilot his machine towards the rain clouds. he flips a lever on his machine that operates

a vacuum to pull the clouds away from the town. We see everyone in the town is overjoyed that the sun is back out. The town will have CITGO signage to match the “time period” of the animation.

VOICE OVER: however you bring good into your neighborhood, CITGO wants to help you fuel it. donating thousands of gallons of fuel is just one of the many things we do to help communities get more good per gallon.

VIDEO: Good animation (series of initiatives “rotating” into each other to illustrate all the good CITGO is fueling – heating Oil Program, energy efficient Lighting Program, Community education, supplier diversity Initiatives, etc.)

VOICE OVER: CITGO. Fueling Good.


“Good Takes Flight”


Section

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“Easy Rewards Program #1”

ANTHEMIC MuSIC

ANNCR: here’s to the phrase, “have a good day.” Four simple, but eternally optimistic words year hear everywhere you go.

WOMAN 1: have a good day.

MAN 1: have a good day.

WOMAN 2: have a good day.

ANNCR: It’s up to each of us to find the good in every day. To fuel the good in every moment. and your neighborhood CITGO is here to help. With cold beverages for hot days. and hot coffee for cold days.

SFX: soda Fountain

WOMAN 1: ahhh, that’s good.

ANNCR: With food to go, and the conveniences you need to stay on the go.

SFX: Chewing

MAN 1: Mmmm, that’s good.

ANNCR: With gas formulated to maximize your engine’s performance.sFX: Beeps from Pump

WOMAN 2: hmmm, that’s good.

ANNCR: and now, when you fuel good at CITGO, we’ll even pay you for it. Make everyday purchases of gas, food or anything at CITGO and earn cash back. and it couldn’t be easier. simply register once at CITGOeasyrewards.com. your rewards automatically accrue, and we’ll send you CITGO Gift Cards to use just like cash as you earn them. Go to CITGOeasyrewards.com today and sign up. It’s one sure way you’ll “have a good day.” your locally owned CITGO. Fueling Good.

Radio

“CITGO Brand”

ANTHEMIC MuSIC

ANNCR: your neighborhood CITGO says if it fuels good, do it. When an extra-large coffee in the morning helps you go from zero to super energized in just 20 ounces. By all means, fill ‘er up.

SFX: Coffee pouring.

ANNCR: and when your car engine needs to go from zero to super energized, fill ‘er up with some good, quality fuel from CITGO.

SFX: Pump beeps.

ANNCR: Because every grade of CITGO is good gas. Guaranteed. and formulated to maximize the performance of your car’s engine.

SFX: engine revving.

ANNCR: If it fuels good, do it. at your locally owned CITGO. Fueling Good.

“Easy Rewards Program - #2”

ANTHEMIC, POSITIVE MuSIC

ANNCR: What’s the good word these days? Well, sometimes it’s friendly…

WOMAN 1: Good morning.

MAN: Good to see you.

ANNCR: sometimes it’s encouraging…

WOMAN 2: Good luck.

MAN: Good going.

WOMAN 1: Good for you.

ANNCR: But it’s always good to hear. and at your local CITGO, we’re fueling all kinds of good things in the neighborhood. Whether it’s something cold for someone who’s hot...

SFX: sipping through a straw, then “ahhh.”

ANNCR: something satisfying for someone on the go…

SFX: Crunching, like chips or pretzels.

ANNCR: Or, simply the good gas your car needs to keep you going.

SFX: Car door closing, car starts up.

MAN: We’re good to go.

ANNCR: and now, when you fuel the good at CITGO, we’ll even pay you for it. Make everyday purchases of gas, food or anything at CITGO and earn cash back. Just register once at CITGOeasyrewards.com. your rewards add up automatically, and we’ll send you CITGO gift cards to use just like cash as you earn them.

SFX: Typing on keyboard.

ANNCR: so go to CITGOeasyrewards.com today and sign up. That’s the good word, from your locally owned CITGO. Fueling Good.


2012STREETSMARTS

Point of Purchase Advertising

We know how important a quality fuels message is to you, so we’ve brought it back strong for 2012! Much like 2011, this year’s messaging will focus on the reliability and quality of CITGO gasoline. While CITGO has exacting and stringent criteria for its fuel quality that rivals any in the industry, we’re not given to making up fancy names or throwing in magic potions just to glamorize our gas.

In addition to outdoor billboards, your Wave One Point of Purchase (POP) kit for 2012 will tout that our good gas maximizes good performance, and will include the following elements:

register Topper•

Pump Toppers•

Pole signs•

Flange signs•

Counter Mats•

Lug On signs (for canopy poles)•

starburst sign (for Id price sign)•

2012 POINT OF PuRCHASE SCHEDuLE

Jan – May Quality Fuel

Jun – Sep Easy Rewards Program (Frequent Filler)

Oct – Dec Fueling Good

Quality Fuels - Wave One (January – May)

Easy Rewards Program - Wave Two (June - september)

The crux of this year’s campaign is to increase the traffic at your locations, and we’ve come up with a great promotion to do just that! This easy rewards program will be featured as the Wave Two POP message.

during the promotion period, customers enrolled in the program will receive a $15 CITGO Gift Card for every eight Visa card purchases of $20 or more. Purchases can be made inside the store or at the pump. To enroll in the program, customers will register their Visa card at CITGOeasyrewards.com.

To bring the promotion to life and give it even more sizzle, we’re adding television, radio and outdoor support to the mix. and the beauty of this promotion is that it occurs during one of the heaviest driving seasons of the year––summer!

Fueling Good - Wave Three (October – december)

Fueling Good is more than just a philosophy; it’s a way of life. and in 2012, it will also be the message of your Wave Three POP.

These awareness materials will drive your customers to www.fueling-good.com and encourage them to register their charities and vote for their favorites during the Fall Fueling Good Program.


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Outdoor billboard

Easy Rewards Program

Quality Fuels


2012STREETSMARTS

Digital Advertising

since 2009, our Fueling Good program has awarded tens of thousands of gallons of gas to charitable organization that make a difference in their communities. This year’s digital ad campaign features past winners, encouraging prospective charities to register to win and the public at-large to vote for their favorites! Log on to www.fuelinggood.com to see all the ways we’re fueling good in your local communities.

2012 Fueling Good Program

This year’s program will feature two contests marketed within the 27 CITGO states. Charitable organization looking to participate must focus on one of the four CITGO pillars of social development:

education and social investment•

energy assistance and conservation•

environmental protection and restoration•

health•

each contest will award 12 winners (4 per region) $5,000 in CITGO Gift Cards. additionally $25 CITGO Gift Cards and Fueling Good t-shirts will be awarded to runners up.

We’ll generate awareness, increase engagement and drive consumers to www.fuelinggood.com through a variety of social media efforts and digital advertising.

Website

Mobile Website

Facebook Fan Page

Digital Banners


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Retailer Location Web Pages

Our retailer location web pages debuted in 2009. since then, tens of thousands log on to www.citgo.com to find one of the nearly 6,000 CITGO locations on their path as they travel from place to place.

each location page contains static information such as Mda news, credit card acceptance, etc. But we’ve also customized them to show your store name, address and phone number as well links to a map and driving directions. In 2010, we further tailored these pages with clever icons to let your customers know what amenities each location provides, including gift cards, car wash, diesel dispensers, service station and truck stop. all of this information is gathered by our mystery shoppers as they visit each site; and it all occurs without you having to lift a finger!

To aid in customer service issues, we’ve provided a customer feedback box in which customers can rate their experience at your locations from “poor” to “excellent.” These comments are forwarded to your CITGO gasoline supplier for handling in the event there are issues that need attention.

If you wish to personalize your location web page even further to include current specials, photos, store logos, job listings and community involvement, please contact your CITGO gasoline supplier.

CITGO Store Finder Mobile App

now available on iTunes, the CITGO store Finder mobile app helps customers quickly locate the neighborhood CITGO locations nearest them.

Locations can be viewed on a map or in a list format. In map view, users click on the pins to reveal the station address and phone number. They can switch to list view to see a complete listing of all CITGO locations. Best of all, the CITGO store Finder mobile app is free!

To download the app, visit the iTunes store and search for “CITGO store Finder.”


2012STREETSMARTS

GRASSROOTS PubLIC RELATIONS (PR)While our advertising campaigns work hard for us, we add dimension to our overall messaging efforts by expanding our reach through public relations at the grassroots level. What’s more, CITGO provides this customized Pr support at absolutely no cost to you!

Grassroots Pr activities include:

Placements of positive information about CITGO •Marketers and retailers through various outlets.

rapid-fire responses to inaccurate or misleading •information.

ensuring the focus is on the people of CITGO—•especially Marketers and retailers—and the recipients of their good works in the communities in which they serve.

Complementing and amplifying the paid advertis-•ing campaign.

additionally, CITGO has developed a self-service online public relations tool kit, including fact sheets, tip sheets, sample letters to the editor and press releases/media advisories and more. Please contact your CITGO gasoline supplier for more information.


Section

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4. Billboards

5. POP

PROMOTIONSReel Them in With Specials

More than ever before, consumers are looking for a good deal. Why shouldn’t it be your deal? We can help you catch their attention with a comprehensive package of customizable advertising materials.

Customizable Retail Materials

1. Tag-able radio spots (:25/:05; :30/:30 and :50/:10)

2. Customizable specials ad/Flier

3. retailer Location Web Page ads

a. FuelingGood.com

b. Grand Opening

c. Brand Conversion

d. snacks, Candy and Packaged drinks

e. deli/Foodservice (Generic)

f. deli/Foodservice (Co-Branded to accommodate foodservice partner)

g. Fountain drinks

h. Coffee

i. Car Wash

j. Convenience (Milk, Bread, etc.)

We’re GoingCITGO!Apply today for your CITGO credit card inside the store, at 1-800-GO-CITGO or online at www.citgo.com.


2012STREETSMARTS

Welcome Kit

your store made the change to CITGO or you’ve built a new one. regardless of how you came to fly the CITGO flag, it’s time to spread the word!

This kit ships automatically and at no cost to you when your location reaches branded (“B”) status (e.g., branding materials have been ordered).

For a complete list of items included in the kit, see section 1, page 11.

Grand Opening POP Kit

a grand opening should be just that––grand. and it requires a lot of planning to make it happen. To make it easy, we’ve developed a handy Grand Opening kit complete with a checklist, POP materials and other party necessities to make your event special in every way.

For a complete list of materials included in the kit, see section 1, page 12.


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SOCIAL DEVELOPMENT INITIATIVESCorporate social responsibility is a core

value woven throughout our various community programs. In 2011, CITGO contributed more than $75 million and thousands of dedicated volunteer hours to worthwhile causes, including the CITGO-Venezuela heating Oil Program (www.citgoheatingoil.com) and numerous social development projects in at-risk communities such as the south Bronx, n.y., and the Washington, d.C., metropolitan areas. Through the simón Bolívar Foundation (www.simonbolivarfoundation.org), our charitable organization, we also participate in important humanitarian initiatives, offering access to medical treatment for the critically ill and providing relief aid for haiti earthquake victims and those left homeless by the floods in Venezuela.


2012STREETSMARTS

Stuff a Stocking with Care

extend the season of caring for Mda into the holidays by participating in the Mda stockings Program. Just like the shamrocks program, it is an easy, no-cost way to participate in the cause.

Contact your CITGO gasoline supplier to participate.

Create Your Own Event

Golf tournaments, bowl-a-thons, social events and Mda Muscle Walks or runs––all of these events have proven to be hugely successful in raising funds while fostering goodwill in your local communities. Let your imagination go and create your own special event for this most special of causes!

Contact your CITGO gasoline supplier to partcipate in any of these causes.

CAuSE MARKETINGThanks to the extraordinary efforts of our Marketers and retailers, millions of children and adults who suffer from neuromuscular disease have renewed hope for a brighter, healthier future. Because of their generosity, CITGO remains the top corporate sponsor of the Muscular dystrophy association (Mda). since 1986, we have raised more than $140 million!

Shamrocks Against Dystrophy

spreading the luck o’ the Irish via the Mda shamrocks against dystrophy program couldn’t be easier, and it’s at no cost to you. retailers who tap into this most worthwhile of promotions will create goodwill among customers and foster a strong sense of pride and purpose with their employees. What’s more, CITGO offers some great retail-level incentives!

Grand Prize

The top three store managers (one per region) will receive a $2,500 travel certificate to be used toward a trip of their choice.

Store Manager Incentive

store managers will be awarded with a $100 Visa gift card for every $1,000 raised. Levels continue at this ratio in $1,000 increments.

Store Employee Incentive (By Region)

Grand Prize – The overall, top-selling em-•ployee will receive a $500 Visa gift card.

second Place Prize – store employee will •receive a $250 Visa gift card.

Third Place Prize – store employee will •receive a $100 Visa gift card.

Flex Your Muscle for MDA

Put your muscle behind Mda with this special mobile program. For just a $1 or $5 donation, your customers can provide hope and help in the fight against devastating muscular diseases. It’s similar to the shamrocks program, which means there is no cost to you!


Section

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For complete guidelines, contact your CITGO gasoline supplier.

Colors

To keep our colors true to the station design and printing technology, we have tweaked our color slightly so the paint at the station matches the single-color and full-color process logos on your printed materials.

bluePantone® 286C: 100, M: 66, y: 0, K:2

Dark RedPantone® 187C: 30, M: 100, y: 100, K: 0

Medium RedPantone® 185 (formerly 032)C: 5, M: 100, y: 100, K: 0

OrangePantone® 158C: 0, M: 60, y: 100, K: 0

GRAPHIC STANDARDSTo put your best foot forward for the brand at all times, make sure all manifestations of the brand––from advertising to promotional materials––sport an approved version of the CITGO logo. If you have questions about how to use the logo, please contact your CITGO gasoline supplier.

CITGO Logo: Standard usage

The logo is comprised of a trimark and the logo type “CITGO.” The logo must contain a registered trademark symbol (®). Below are all accepted variations and usage of the logo.

Process Logo

For use on white, aluminum or very light backgrounds. Preferred on most advertising materials.

Process with Reverse-Type Logo

For use on dark photo or color backgrounds that provide sufficient contrast with the logo colors.

One-Color Logo

Use of the one-color version of the CITGO logo works best:

• atextremelysmallsizes,nosmallerthan¼-inchsquared;

• inone-ortwo-color,low-resolutionapplications,includingnoveltyitemssuch as T-shirts, mugs, caps, etc.;

• wherepoorregistrationpreventstheuseoffull-colorlogos;or

• whenthebackgroundorsubstrateisnotwhite.

The standard one-color logo can appear in black, Pantone® 286 Blue, Pantone® 185 red or reversed.

®

Two-Color Logo

The two-color, black and Pantone® 185 red logo should be used when full-color printing is not possible, but when two-color printing is available.

SECTION

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In ThIs seCTIOn:

CITGO Buying Group 46

CBC Learning Center 49

Vendor List 51

CITGO Contacts 52

A Smooth Operation navigating today’s C-store marketplace is a job in itself when you’re faced with a playing field running

the gamut from local, independent store owners to national, high-volume retail franchises. you’re not just

competing for loyal customers and gasoline dollars, you’re competing for purchasing discounts––and the

bigger, the better.

From business services and supplies to grocery/beverage programs and equipment, you know what op-

tions work best for your business. CITGO understands this and enhances your operations process by offer-

ing a wide range of resources that help you increase sales margins and lower costs.

Section 4

reTaIL OPeraTIOns

46 Section 4: retail Operations

2012STREETSMARTS

CITGO buYING GROuP

The CITGO Buying Group (CBG) allows you to buy with confidence, providing its members with real business solutions for more than eight years. as part of the largest buying group in north america, the CBG provides proven retail business solutions that increase your sales margins and lower your overhead costs. Its relationships with suppliers give you the added buying power you need to compete with those larger chains and grow strong.

The CBG is backed by the largest petroleum industry purchasing consortium, comprising more than 19,000 members and providing more than $40 million in rebates, savings and incentives. as a CBG member, you have access to thousands of products and services that span all major areas of convenience/gasoline retailing.

Participation is easy. your first quarter is free when you enroll in the program. What’s more, you never have an out-of-pocket expense! With the CBG, you choose and participate in only those programs that make good business sense for your operation.

Plus, the CBG gives you more than rebates; it also provides members with a direct gateway to all the benefits of C square.

C Square

at no further cost, your CBG membership allows you full access to C square—the one online business hub dedicated to your C-store business success.

C square helps members improve their bottom line through its:

Community forum of successful c-store •operators, industry experts, and suppliers

Professionally produced video library of retail •tips

Up-to-the-minute industry newsfeed•

a wide variety of exclusive offers on products •and services

To learn more about C square and access the full range of benefits enjoyed by members, please visit mycsquare.com.

business and Employee Solutions

The CBG has negotiated with BackgroundChecks.com to give members employee background checks for less than $10. as a member, you will also receive discounted pricing for search packages and the lowest per-search fees, regardless of volume.

Technology Solutions

you can have better control of what you have and how much it costs through amcom’s backoffice solution. amcom offers free software that is guaranteed to dramatically reduce inventory shrink and significantly increase your operating margins. CITGO retailers pay only for software licenses, training and a small monthly subscription fee. amcom offers a full range of services, including software, system installation, user training, hardware consulting, user support and ongoing software enhancements—all necessary components of a successful, long-term inventory and pricing program.

additionally, amcom provides integrated systems for C-stores, bay management, accounting, management and marketing, or any combination thereof.

Section 4: retail Operations 47

Section

4

Sanitation Services

The Cintas sanis hygiene service provides a complete line of restroom products and services that free you from storing and replenishing items such as hand soaps, paper towels, toilet tissue and air fresheners. Cintas provides and installs dispensers at no up-front cost and returns on a regular basis to replenish the products. Cintas also ensures all products are functioning properly by cleaning dispensers, changing dead or low batteries in automated units and replacing any broken units. Members receive a 5 percent rebate on these services.

uniforms

rent (in some areas) or buy comfortable, attractive, high-quality apparel from the Cintas Uniform Program and you’ll receive extremely competitive prices and rebates you won’t be able to receive elsewhere.

To help in this effort, CITGO now provides lanyards and CITGO name tags in the CITGO Welcome Kit. additionally, full-color CITGO name tags can be purchased through the CBC Learning Center.

Category Management

The CBG has a complete category management team that works with manufacturers to provide category management strategies and effective merchandising techniques, including:

Beverage Program

you can obtain incredible prizes and monthly promotional rebates from Pepsi throughout the year. national product rebates, another added member value, also are available to you and will not interfere with your local bottler contracts.


2012STREETSMARTS

Grocery Program

CBG partners with dozens of grocery wholesalers across the United states to bring you better pricing, national incentives and payments that are not always available at the local level.

Additional Exclusive Offers

Site Compliance

save now and avoid costly penalties and clean-up expenses. ensure your fuel distribution system is in compliance with federal and state leak detection regulations and protect yourself from potential profit losses. earn rebates through the CBG on testing services provided by Tanknology.

Bio-Remediation

Members in need of remediation for contaminated sites can contact Pure enviro Management, the industry leader in Organic Bio-remediation. Through its patented process, subsurface Metabolism enhancement (sMe), Pure enviro offers a guaranteed process that is 1/3 less in cost than traditional remediation, green, cost-efficient, effective and does not interrupt your normal business operations. Installation is quick and clean-up times are achieved in a six- to 24-month period.

Bio-diesel

Global energy resources, a next-generation biofuel additive manufacturer, offers a bio-product that meets asTM d975 requirements for diesel fuels. Blended at B5, B10 or B20, you will experience a product that lowers the cloud and pour point of diesel fuel, adds lubricity to today’s ULsd products and increases the Cetane number of the diesel fuel.

Branded Supply Items

enhance your image with the new line of CITGO-branded supply items, including CITGO hot and cold cups and lids, carry-out bags and insulated mugs. CBG members receive a 5 percent rebate on all of their branded supply purchases through the Morrison Group.

bay Services

Members receive rebates from top bay services suppliers such as naPa, Interstate Batteries, sonsio and national Vending.

Cb Fleet

CB FLeeT provides a one-stop solution for fleets throughout north america. Whether you have heavy-duty, medium-duty, or even 1-ton trucks, you can rely on CB FLeeT to help you find what you need to keep running, including:

naPa heavy, Medium, and Light duty parts•

national naPa pricing on parts and shop •supplies—plus 4% rebate

national truck tire pricing programs•

driver training•

Comprehensive technical training from the naPa •Institute of automotive Technology

neW hands-on instructor-led classes scheduled •locally during non-peak hours

discounts and special programs on replacement •parts are also available to members through Ken-worth and Peterbilt dealers.


Section

4

CbC Learning Center OfferingsFull-Day, In-Depth Classroom Training Seminars

How to Grow Your Business

•Identifyyourcorecustomerandthetopneeds of this customer.

•Increaseyoursaleswithbestmerchandisingpractices and promotions.

•Identifytechniquesforimprovingyourvendorrelationships.

Financial Management

•Findandfixthefinancial‘redflags’in your business.

•Ensurelong-termsuccessthroughcashflowmanagement.

•Learnhowtousebusinessformulastoremain profitable.

Retail Management: Operating for Success

•Learngreatcustomerserviceandimageimprovement techniques.

•Reduceshrinkthroughemployeeandvendortheft prevention.

•Lowerturnoverbyfindingandkeeping the best employees.

not only do we believe that knowledge is power, but we also believe that it shouldn’t cost you an arm and a leg! That’s why we offer these full-day seminars throughout the year at no cost to you. Contact your CITGO gasoline supplier for complete details.

30-Minute, Computer-based Training Courses (Online or on CD) •CustomerServiceforEmployees

•CustomerServiceforOwners,Image/Merchandising

•EmployeeTheftPrevention

•NewEmployeeOrientationand Training

•PersonnelRecruitmentand Management

•PCISecurityAwarenessandTraining(Merchant and employees)

•ReducingNetOperatingCosts:MaximizingProfitability

•VendorTheftPrevention

Owner/Operator and Employee Policies and Procedures Reference Guides

Two valuable, hands-on guides for in-store use that include a Cd with 51 customizable business forms, formulas and checklists.

Complete Training Packages

Includes both reference guides and all training courses on Cd.

Full-Color CITGO Magnetic Name Tags

Purchase five for only $30!

On- and Off-Site ConsultingOn-site services include performing comprehensive reviews of financials, P&Ls and balance sheets. Consultants can also review various areas of the store’s operations, including business reports, financials, store appearance, customer service and merchandising; perform assessments of the local competition; create write-ups of findings and recommendations; and conduct detailed follow-up interviews after the initial visit.

Off-site services include conducting phone interviews with store principals, analyzing business reports and financials. Findings and recommendations will then be recorded in a written document, and follow-up phone interviews conducted to address any further concerns or issues.

If you are interested in any of the CBC Learning Center offerings, please contact Clay Leonard at 1866-861-5588 or [email protected].

CbC LEARNING CENTERdid you know that one out of four C-store retailers fails each year? The CBC Learning Center can help you be one of the successful ones. The CBC Learning Center is staffed by successful convenience store retailers who understand your business and its challenges better than anyone else, and this knowledge is crucial for survival in the C-store industry!

The CBC Learning Center can help you maximize your operations for efficiency, reduce inventory shrink, control expenses, increase store traffic, and attract and keep the best employees. Our range of training options is filled with vital C-store business processes, tips and tools that can be used immediately to increase profits.

after logging in at mycsquare.com and going to the CBC Learning Center section, you’ll see C-store training options designed expressly to help you boost your bottom line.


2012STREETSMARTS

Continual updates

The CBG is always looking for ways to help increase your sales, reduce expenses and give you an advantage in the marketplace, including: • Seekingoutnewprograms,productsandservices

• Offeringretailtrainingprogramstohelpyoubecomeamoreeffectiveowner/operator

• Publishinginsightfulmagazinessuchas C Square Magazine

• Ensuringthatyou’realwaysup-to-dateonthelatestprogramsandinformation

Call 1-866-90-CITGO to speak to a representative who will guide you through the quick and easy enrollment process, or register yourself at mycsquare.com.


Section

4

VENDOR LIST

CITGO buYING GROuP1-866-90-CITGO (1-866-902-4846)www.mycsquare.com

CITGO CbC LEARNING CENTERClay [email protected]

FACILITY DESIGN/RETROFIT

Ventair Corp. (Canopies) david Flynn or Michael holland 1-800-324-5874, ext. 208 or 203 www.ventairecorp.com [email protected] [email protected]

Lane Supply (Canopies and Centennial Image Installation) Lawrence Prater 817-261-9116 [email protected] www.lanesupplyinc.com

Whiteway (Under Canopy Lighting) John Leffler 1-800-440-3998 www.whiteway.com [email protected] LSI Petroleum (Under Canopy, Fascia – Illuminated and store Lighting) Tom Wright 1-800-436-7800 [email protected]

Federal Health/Sign Co. (sloan Lighting) dan Fuller 1-800-888-1327 [email protected] www.federalheath.com

CITGO AMERISTORE

Mountain Commercial Graphics (retrofit Kits and Interior Graphics) Jonathan Coronado 1-800-950-4923 [email protected]

Al McCreary & Associates, Inc. (store Plans) al McCreary and robert Guess 918-749-2231 [email protected]

LED PRICE SIGNS

Federal Heath Sign Co. dan Fuller 1-800-888-1327, ext. 2147 [email protected] www.federalheath.com

SITE EVALuATION

MPSI Marianne hillhouse 1-800-727-6774 [email protected]

IMST Marketa Fisher 1-800-231-4678 www.imstcorp.com

RESTROOM CLEANING AND SuPPLIES

Swisher Hygiene eric Montes 214-425-4900 [email protected]

Cintas Sanis Hygiene Service Cintas national service Team 1-866-725-6273 [email protected]

LOYALTY TECHNOLOGY PROVIDERS

Centego Josh Griffith 972-793-6761 [email protected] www.centego.com

Exclusive Connection$ Loyalty accelerator Program 1-800-467-8073 [email protected] www.exclusiveconnections.biz

Outsite Networks, Inc. Jack Piet 412-401-1099 [email protected] www.outsitenetworks.com

ValueCentric Marketing Group, Inc. (VCMG) roger L. Brooks 607-584-5109 [email protected] www.vcmg.net

DISPENSERS

Dresser Wayne steve Van Vlack 512-238-3657 [email protected]

Gilbarco Veeder-Root Bob Butler 512-266-2794 [email protected]

SERVICE STATION/C-STORE SuPPLIES

Concepts (C-store Products) 1-800-323-3524 www.cstore1.com

May Advertising (C-store Products) Gary stutler 1-800-800-4629, ext. 158 [email protected] www.mayadvertising.com

The Morrison Group (CITGO Branded supply Program) david stanfill 866-508-5303 [email protected]

MDI (Pump Topper Frames and Permanent Inserts) debbie decker 1-800-228-2925 [email protected]


2012STREETSMARTS

uNIFORMS AND NAMETAGS

Cintas uniforms Purchase Program 1-800-543-4450

rental Program 1-866-725-6273

www.mycintas.com

CbC Learning Center (nametags) Clay Leonard 1-866-861-5588 [email protected] www.mycsquare.com

GRAND OPENING/PROMOTIONAL MATERIALS

Halo branded Solutions Melissa hunter (Mah Productions) 918-582-1911 [email protected]

CITGO CONTACTS

PAYMENT CARD – CONSuMER

Merchant Supplies Center Payment Card Forms, Applications and Gift Card POP 1-800-805-8492

rhonda Todd 1-800-423-8434, ext. 5366 Fax: 713-570-5469 [email protected]

Imprinters

Tami Miculka Manual Imprinters, Metal Plates and Imprinter Returns 1-800-423-8434, ext. 4398 Fax: 713-570-5411 [email protected] Consumer Card Programs

Lesley Dillingham 1-800-423-8434, ext. 4780 Fax: 832-486-4476 [email protected]

becky Hilton CITGO Gift Card 1-800-423-8434, ext. 4778 Fax: 713-570-5410 [email protected]

Fraud

Kay Carlisle 1-800-423-8434, ext. 4340 Fax: 832-486-4476 [email protected]

Chargebacks

Natalie Hawthorne American Express and CITGO Plus 1-800-423-8434, ext. 5302 Fax: 713-570-5528 [email protected]

Jana Roberts Visa, Voyager and CITGO Fleet 1-800-423-8434, ext. 4326 Fax: 713-570-5423 [email protected]

Erica Smith MasterCard, Wright Express and Discover 1-800-423-8434, ext. 4774 Fax: 713-570-5443 [email protected]

CITGO Paper Processing Paper Processing and Settlement Questions 1-800-423-8434, ext. 4774 Fax: 713-570-5443

PAYMENT CARD – FLEET

Help Desk 1-800-561-4991

CITGO Fleet Applications www.applyforcitgofleet.com

CITGO Marketer/Retailer VIP Line 1-866-249-4723 Fax: 1-877-470-2234 [email protected]

Richard Cyr CITGO/FleetCor/National Sales Manager 281-830-4879 [email protected] (Central region, northeast region and nC)

Denny Easterday CITGO/FleetCor Sales Manager 770-617-5425 [email protected] (southern region excluding nC)

Anthony Simmons CITGO/Fleet Cor sales Manager 202-821-9595 [email protected] (Md and Va)

Mark Kapturski CITGO/Fleet Cor sales Manager 708-516-7913 [email protected] (IL and WI)

Karen Lacey 1-800-423-8434, ext. 4775 Fax: 713-570-5438 [email protected]

Michael Nolen CITGO Fleet Cards, Marketing Materials, Reports and Rebates 1-800-423-8434, ext. 4784 Fax: 832-486-4476 [email protected]

PAYMENT CARD – POSInformation on CITGO-Certified Systems, Requests for Software Enhancements and Status on Upcoming Software Releases

Settlement Issues, Rental Invoices, Equipment, Forms, Voice Authorization

1-800-533-3421, option 2 (then listen to VrU options)

Charlotte Loomiller 1-800-423-8434, ext. 4718 Fax: 832-486-4476 [email protected]

Donna Gordon 1-800-423-8434, ext. 4781 Fax: 713-570-5641 [email protected]

Jeff Maybray 1-800-423-8434, ext. 4782 Fax: 713-570-5640 [email protected]

Sherry Thompson 1-800-423-8434, ext. 5494 Fax: 713-570-5639 [email protected]


2012STREETSMARTS

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