Dune London - Brand Communications Guidelines

CONTENT GUIDELINES • CONTENT MANAGEMENT

Performance It is expected that regional Franchise teams will perform regular insight analytics to optimise ROI generated through content marketing. Below are the KPI metrics Dune Marketing recommends tracking at a minimum for each channel on a regular basis, however Franchise partners are expected to set their own to reflect strategy and business objectives.

OBJECTIVE

KPI METRIC

AWARENESS

REACH

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CONSIDERATION

ENGAGEMENT

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SALES

CONVERSION

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To ensure Dune Marketing provides optimal content for all markets it is essential that Franchisees include all key content marketing messages and plans in seasonal marketing calendars.

Content Marketing Artwork To allow for reactive and regionally relevant marketing, all digital artwork must be produced by local design teams, in line with brand creative guidelines. The creative guidelines for all BAU (non-campaign) digital marketing graphics are included within this section of the manual. This includes the layout, crop guides, colour palette and typography. Promotions, Sale & Competitions To protect brand positioning and attract a loyal customer it is essential to limit promotional messages in content marketing channels. Brand guidelines for promotional content are included in this manual,

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