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Introduction
Many brands offer mdf programs to support their partners—funding marketing activities for franchisees, dealers or field teams. But the majority of those programs fall apart after approval.
Why? Because there's no control over what gets launched, how it's executed or if it stays on brand.
At IRIS Strategic Marketing Support (IRIS), we help brands transform MDF from a manual reimbursement headache into a scalable campaign engine. With GearBox® by IRIS, your MDF funding connects directly to asset access, customization, vendor fulfillment and usage tracking.
What Is an MDF Program?
An MDF program (Market Development Fund) is a structured way for brands to fund partner-led marketing efforts. Common in dealer, franchise or retail networks, MDFs can cover:
- Print and signage campaigns
- Local advertising
- Co-branded promotions
- Event or seasonal marketing
- Digital asset usage
But without structure, partners often use old assets, skip compliance or submit vague proof of performance. That turns a helpful program into a risky one.
Where MDF Programs Typically Break Down
1. Off-Brand Customizations
Partners modify brand materials or start from scratch, risking compliance or brand dilution.
2. Manual Reimbursement Processes
Screenshots, receipts and email chains dominate the approval process, wasting time and budget.
3. Lack of Visibility Into Execution
You don’t know what actually launched, if the campaign matched the guidelines, or if partners met requirements.
4. Confusion About What’s Eligible
Partners don’t know what qualifies, what they’re allowed to customize or who to contact for help.
What Strong MDF Programs Should Include
Pre-Approved Campaign Kits
Give partners direct access to fundable signage, flyers and social assets—sorted by license, tier or location.
Locked Templates With Safe Customization
Let partners localize what matters (store info, pricing) while protecting layout, disclaimers and visual structure.
Automated Vendor Routing and Fulfillment
Route print jobs to approved vendors with no extra steps—ensuring consistency across locations.
Execution Tracking Tied to MDF Eligibility
Know what’s been launched, downloaded or used—so funds are tied to real action, not vague intent.
How GearBox® by IRIS Powers Execution-Driven MDF Programs
GearBox® by IRIS enables marketing teams to build MDF programs that don’t just reimburse—they drive campaigns.
With GearBox®, you can:
- Assign eligible campaigns by partner profile, tier or region
- Ensure customization happens safely inside locked templates
- Route materials to vendors based on pre-set workflows
- Track who’s using what and connect that to MDF payout
- Provide usage proof to finance without manual digging
It bridges the gap between budget allocation and brand-aligned execution.
Use Case: Ply Gem Connected MDF Eligibility to Campaign Activity With GearBox®
Ply Gem supports a national dealer network with MDF to fund localized marketing. But without a structured system, campaigns varied in quality, compliance and proof of use.
With GearBox® by IRIS, Ply Gem:
- Delivered campaign kits by dealer segment
- Controlled brand identity through locked templates
- Routed signage fulfillment to preferred vendors
- Tracked usage of assets by region and dealer
- Used system data to validate MDF claims
Now, their MDF isn’t just a budget—it’s a campaign management tool.
Conclusion
MDF programs should be more than funding. They should be a structured path for partners to launch approved, localized campaigns that protect the brand and prove impact.
GearBox® by IRIS gives you the tools to make that happen—with campaign kits, template control, vendor coordination and tracking all in one place.
Talk to IRIS to build an MDF program that funds marketing you can trust.
