Dune London - Brand Communications Guidelines

MARKETING MANUAL • MARKETING MANAGEMENT

Seasonal Marketing Strategy Each season Dune Marketing will supply a Marketing Planning Pack, including a Brand Marketing Communications Calendar and strategic direction to inform local marketing plans for the coming season. This pack will also include the following planning templates which all Franchisees are required to complete and submit to Dune Marketing for approval at least 1 month before season launch: • Marketing Calendar detailing all regional marketing activity and key trading dates. Marketing Budget including a breakdown of planned spend. • Marketing Objectives outlining regional goals and KPIs for the season. Dune Marketing will notify partners of any significant changes to the Brand Marketing Comms Calendar, likewise Franchisees must promptly informDune Marketing of any significant additions or changes to approved regional marketing plans. Reporting The Franchisee is required to submit reports to Dune Marketing for key marketing activity on a monthly basis or as requested. This should include an overview of the initiative, any relevant visuals, KPI results and associated ROI figures. Key marketing activity is considered to include local execution of global or regional campaigns, all ATL (Above The Live) and digital advertising, PR coverage and events, social media initiatives, customer events and promotions. Marketing Lines Marketing lines are the items that will feature in campaigns and brand content, as well as in brand influencer content. The Dune Group will indicate to Franchise partners which are the key marketing lines for each season in catalogues and before season launch. It is the Franchisee’s responsibility to buy into a sufficient quantity and breadth of marketing lines to be able to use assets produced by the brand. Regional marketing and buying teams are expected to work together to align local marketing comms calendars to the phasing of key product stories and styles.

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