Marketing Guidelines -- DRC Contractor Portal

Overview

No person shall provide services relating to the installation of a clean energy improvement unless that person is a CEIP Qualified Contractor.

The Clean Energy Improvement Program ("CEIP" or "Program") Qualified Contractor Marketing Guidelines ("Marketing Guidelines") were developed to ensure Qualified Contractors convey the Program appropriately and accurately to property owners, and to ensure compliance with the Clean Energy Improvement Regulation (Alta Reg 212/2018).

These Marketing Guidelines apply to all DRC Qualified Contractors and their representatives (employees, graphic designers, marketing agencies, third-party agencies, subcontractors, etc.), and apply across all communications referencing CEIP or bearing the Deep Retrofit Capital name or logo.

Adhering to these Marketing Guidelines is a requirement as outlined in the Qualified Contractor Code of Conduct. Violations may result in suspension or removal from the Program in accordance with the DRC Issue Escalation Framework.

Regulatory References

Clean Energy Improvements Regulation: Alta Reg 212/2018
Municipal Government Act, Division 6.1: RSA 2000, c.M-26

1.1 Representing the Public Trust

CEIP is offered at the discretion of municipalities that have passed and enacted a Clean Energy Improvement bylaw. It is essential that municipal interests (providing value, high-quality customer service, acting in good faith) and property owner interests are considered alongside your business goals to ensure that CEIP continues to be supported by participating municipalities.

As the sole providers of services relating to the installation of a clean energy improvement, Qualified Contractors must be aware of each municipality's Program Terms and Conditions. Contact DRC if you are unsure about specific municipal requirements.

1.3 Prohibited Practices

The following practices are strictly prohibited by Qualified Contractors:

1
Unfair, false, deceptive, misleading, incomplete, or inaccurate marketing practices that misrepresent CEIP. This includes any practice that violates any applicable federal, provincial, or municipal legislation and regulation.
2
Using language or visual elements that suggest CEIP financing is a rebate or cost-free program, or language that implies the CEIP financing results in no payment or limited payments.
3
Stating that clean energy improvements will "pay for themselves."
4
Offering tax advice to consumers (for example, stating that CEIP payments are tax-deductible).
5
Any language that implies that, upon the sale of the property, the CEIP financial obligation will transfer to the new property owner with absolute certainty, as there may be situations where the property owner is required to pay off the clean energy improvement charge to close a sale of their property.
6
Marketing of products or services that the Qualified Contractor is not licenced or qualified to perform or cannot fulfill.
7
Misleading promotion of CEIP-eligible upgrades alongside non-eligible improvements (unless accompanied by a disclaimer that informs the customer not all upgrades may be eligible for CEIP financing).
8
The use of false currency or vouchers.
9
Implied endorsement by Deep Retrofit Capital, a municipality, the Government of Alberta, or any other organization of a Qualified Contractor's products or services.
10
The use of municipal seals and logos is not permitted, nor is stating the marketing material is an "important government document."
11
Unsolicited door-to-door sales or cold-calling specifically referencing the CEIP program.
12
Using urgency, scarcity, or fear-based messaging to pressure property owners into decisions. Property owners have a 10-day rescission period on CEIP agreements.
13
Making negative or disparaging statements about other Qualified Contractors, competing programs, other CEIP administrators, or any CEIP stakeholder.

Program Messaging

In any Program communication, website, or marketing material, a Qualified Contractor shall describe CEIP using the approved copy listed here. You may adapt this language to your materials as long as the meaning and accuracy are preserved.

Approved Program Copy

The Clean Energy Improvement Program (CEIP) makes it easier for property owners to improve their building's energy performance with eligible energy efficiency or renewable energy upgrades, with financing repaid through their property taxes.

As a CEIP Qualified Contractor, we help you choose eligible energy-efficient and/or renewable energy upgrades that help you save energy.

Access flexible financing with CEIP to invest in eligible upgrades that save energy.

As a CEIP Qualified Contractor, we can help you choose CEIP-eligible upgrades. We can help you apply for CEIP financing for eligible upgrades. With CEIP, you can finance up to 100% of your project costs, conveniently repaid through your property taxes. This is an alternative to traditional financing, with approval based primarily on your property assessment and tax payment history, subject to your municipality's Program Terms and Conditions. Rates are competitive with flexible terms.

You MUST Say / Write

CEIP may save you money.
CEIP is a financing option that is paid back as a separate charge on your property tax bill.
CEIP payments may be transferrable to a new owner if you sell your property, but in certain circumstances (e.g. condition of sale) you may need to pay off the balance owing.
CEIP interest rates are competitive with other financing options.
CEIP is a clean energy improvement charge on your property tax bill.
The clean energy improvement charge can be repaid in full at any time.

You MUST NOT Say / Write

CEIP will save you money.
Your monthly energy savings from your CEIP project will cover your monthly clean energy improvement charge.
CEIP provides "free government money" that does not need to be repaid.
CEIP payments are always transferable to a new owner if you sell.
CEIP interest rates are "affordable."
CEIP is tax-deductible.
CEIP is a government-sponsored program, a government incentive program, a government rebate program, a rebate program, or the government can help you pay for the clean energy project.
CEIP is the best borrowing option for property owners.
CEIP is a local improvement charge, or CEIP is a property tax.

DRC Logo Usage

Qualified Contractors may display the Deep Retrofit Capital logo in conjunction with the Clean Energy Improvement Program name on their business website, collateral, traditional and digital advertising, social media, blog posts, and other marketing materials.

Approved usage example:

Clean Energy Improvement Program

Qualified Contractor

Logo Rules

The DRC logo must be positioned secondary to (below or smaller than) your company logo to avoid brand confusion.
When used on a website, the logo should link to the DRC public site (retrofit.capital).
Do not use the DRC logo in email signatures or on business cards.
Do not alter, distort, recolor, or modify the DRC logo in any way.
Do not use the DRC logo as your profile picture on any social media platform.

The DRC logo will be provided to Qualified Contractors upon completion of Program onboarding. Contact DRC if you need logo files or have questions about appropriate usage.

Channel-Specific Guidelines

6.1 Websites

It is not mandatory that CEIP be mentioned on your website. However, if Program information is included on your company website, you must abide by the following:

Use the DRC logo only below your website's header, positioned secondary to your own branding.
Your website must be presented so that a reasonable person could not interpret it as belonging to CEIP or endorsed by DRC or a municipality.
Your website should include a link to the DRC public site: retrofit.capital

6.2 Print, Collateral, and Email Marketing

The DRC logo is permitted on a Qualified Contractor's website, newspaper or magazine ads, collateral materials (excluding business cards), and email marketing campaigns (excluding email signatures).

The DRC logo must be positioned secondary to your company logo and placed lower on the page or advertisement.
Use only approved Program messaging (see Section 3 above).

6.3 Email Addresses, Signatures, and URLs

Qualified Contractors cannot use "Deep Retrofit Capital," "DRC," "CEIP," "Qualified Contractor," or any derivative of these names in company email addresses or URLs.

The DRC logo cannot be used in email signatures or business cards.

6.4 Canvassing

Refer to the Direct Selling Act (and related laws) for guidance on door-to-door activity. Any print material left with a property owner, and all oral representations regarding CEIP financing, must comply with these Marketing Guidelines.

Qualified Contractors and their representatives shall not represent themselves as agents, representatives, or employees of Deep Retrofit Capital or a municipality.

6.5 Events

All event signage must use content consistent with these Marketing Guidelines. You must clearly state your affiliation with CEIP -- specifically that you are a DRC Qualified Contractor eligible to complete Program-approved upgrades through CEIP.

6.6 Press and Media

You may:

Discuss the positive impact of CEIP on your business.
Discuss your experience with CEIP.
Talk about the CEIP-eligible upgrades and services that you provide.

You must refrain from:

Proactively contacting reporters about CEIP. DRC and participating municipalities manage media relations for Program launches.
Describing how CEIP financing works to members of the media.
Referring to CEIP as a free government program.
Claiming your company is the only company offering CEIP in the area.
Referencing yourself or your employees as employees or partners of DRC or a participating municipality.

Members of the media with questions about Program design and administration should be directed to DRC.

6.7 Social Media and Blogs

When posting on social media or blogging about your experience with CEIP, represent yourself as your own company -- not as an affiliate or representative of DRC or a municipality.

You must:

Clearly state your only affiliation is that your organization is a DRC Qualified Contractor.
When showcasing CEIP projects, include how the program benefited your customer.
State that CEIP offers property owners access to an innovative financing mechanism and serves as an alternative to traditional financing -- it is not a free government program.

You must refrain from:

Using "Deep Retrofit Capital," the "Clean Energy Improvement Program," or any derivative in the title of any social media channel.
Using the DRC logo as your profile picture.

6.8 Telemarketing

DRC does not authorize Qualified Contractors to conduct telemarketing that references CEIP or the features or benefits of the Program. If a Qualified Contractor, or any of its subcontractors, is promoting other aspects of their business through telemarketing, they must comply with all applicable federal, provincial, and municipal laws.

6.9 All Other Communications

All other forms of marketing, communications, and engagement must comply with these Marketing Guidelines. Qualified Contractors shall describe CEIP using the approved copy listed in Section 3. You must always represent yourself as your own company and be clear that your affiliation with CEIP is as a DRC Qualified Contractor.

Violation of Marketing Guidelines

Qualified Contractors who do not follow these Marketing Guidelines may be suspended and/or removed from the Program, using the process outlined in the DRC Issue Escalation Framework found in the Qualified Contractor Code of Conduct.

First Violation

Written warning with required corrective action. Marketing materials must be revised within 10 business days.

Subsequent Violation

Formal notice and mandatory marketing compliance review. May include temporary suspension of Qualified Contractor status.

Repeated Violations

Escalation to Tier 2 or Tier 3 review. May result in permanent removal from the Program.

DRC reserves the right to require immediate removal or correction of any marketing material that violates these guidelines, regardless of the escalation tier. Contractors must comply with such requests within 24 hours.

DRC Qualified Contractor Marketing Guidelines