Dune London - Brand Communications Guidelines

CONTENT GUIDELINES • CONTENT MANAGEMENT

Content Management

Content Marketing Channels Franchisees are responsible for the management and performance of all regional marketing channels that rely on content. This includes:

Social media – Facebook and Instagram

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• Ecommerce – Owned skinned and multi-brand sites, and 3 rd party platforms

CRM - Email, SMS and WhatsApp

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• Influencers – All influencer owned digital channels

• Digital advertising & PR – Paid social, Display, Affiliates, 3 rd Party etc

Content Sources The Dune London customer expects content used on Dune London owned channels to reflect the brand’s premium positioning, global reach and fashion credentials. A balance of brand content and local content should be used in all the channels listed above. The type and quality of content, and which channels it can be used in are outlined in this manual.

It is the Franchise partner’s responsibility to: • Establish and manage owned content marketing channels.

• Regularly analyse and optimise local content marketing to maxisime ROI. • Produce all artwork required for local content marketing channels. • Prioritise Brand Content where possible. • Fund the production of all Local Content, in line with brand guidelines. • Submit a proposal and final images/video of any Local Content Photoshoot proposal for brand approval before publishing. • Adhere to brand criteria in the selection of local influencers to partner with.

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