Ren0174 Renaultdealerguidelines Retail r6

Renault Brand Guidelines
Dealership
Renault Version 1 August 2015
Renault Brand Guidelines / Dealership
Contents
Contents
1. Brand Values and Tone
Brand Values, Corporate Identity and Tone
Marketing Contact Details
Marketing Compliance
Elements Involved
Renault Logo
Logo Size in relation to
art size
Colour Palette
Font Renault Life
2. Print
5
6
7
8
9
10
11
12
Renault Dealership Baseplate

Renault Dealership Co-branding
Advertising
Advertising Multiple Models
Advertising Demonstrator Vehicles
Advertising Restrictions
Radio
Shopping Centre Activations
Point of Sale and Extra Marketing Items
3. Digital
14
15
16
17
18
19
20
21
22
Digital introduction
Your Renault Dealer Website
Digital Advertising
Online Vehicle Listings
Search Engine Marketing (SEM)
Social Media @ Renault Australia
Social Media 5 Tips for Success
Social Media Hygiene Checklist
Social Media DONTs
Social Media Content Best Practice
Social Media Content Examples
Direct mail and Email Marketing
Adherence to Australian Privacy Laws
Television and Cinema
Television and Cinema making your
own commercial
24
25
26
2731
3233
34
35
36
37
38
39
40
41
42
43
Introduction
This document aims to introduce our brand

to internal departments and external agencies,
giving guidance on how best to apply our core
identity elements and create communications.
By following these guidelines, we can build a
vibrant and coherent brand experience across
all Renaults digital touch points.
1.
Brand Values
and Tone
Brand Values, Corporate Identity and Tone

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Marketing Contact Details

Contact
Title
Contact Number
Email Address:
How can they assist?
David Henderson
Marketing Director
(03) 8561 4841
[email protected]
High-level Support
Terri Golder
Marketing Communications & Consumer Insights Manager
(03) 8561 4842
[email protected]
Brand and CRM support
Emily Fadeyev
Corporate Communications & Sponsorship Manager
(03) 8561 4847
[email protected]
Communications and Sponsorship support
Todd Spain
Retail Marketing Manager
(03) 8561 4852
[email protected]
Retail communications (newspaper adverts, TV, etc with sale retail messages)
Lauren Smith
Digital Marketing Manager
(03) 8561 4843
[email protected]
Digital Marketing and Social Media
Saransh Sharma
Digital Marketing Specialist
(03) 8561 4844
[email protected]
Digital support
Anna Butterworth
Events Specialist
(03) 8561 4848
Nathan Robinson
Lead Generation Specialist
(03) 8561 4845
[email protected]
Lead Management Support
Olivia Rouch
CRM Coordinator
(03) 8561 4846
[email protected]
CRM and Direct Marketing Support
Hamish Fitzpatrick
Marketing Coordinator
(03) 8561 4853
[email protected]
Celine Wheeler
Marketing Coordinator
(03) 8561 4853
[email protected]
Lyndon Healey
Model Line Manager LCV
(03) 8561 ****
[email protected]
Jude Lamb
Model Line Manager Passenger
(03) 8561 ****
[email protected]
(03) 8561 ****
[email protected]
Thomas Anthony Thrmer Model Line Specialist
@renault.com.au
Event Support
Marketing Collateral and Brochure Support
Marketing Compliance
Last year we established the Renault Australia
Dealer Marketing Guidelines which shape the core
rules around our brand and its outward expression
to the marketplace.
These guidelines apply to:
Newspaper and other print adverts such as posters
Events
Stationary
Dealer website
Digital advertising including banners and search
Social Media
Carsales Listings
This year we are revising the process to ensure that all

brand communications are presented in a unified way
which always reinforces and reminds consumers of
our professional demeanour and brand flavours. From
January 2015 onwards we require that ALL marketing
communications, including digital advertising,
complies with the brand guidelines. To do this we ask
that you submit artwork to [email protected] for a
quick approval.
A three strikes policy has been establish to enforce
the brand tone and guidelines. If you break brand
guidelines (as determined by Renault Australia
Marketing Team) you will incur the following process.
1. Warning
2. Warning
3. Penalty
$5000 penalty for Metro Dealership
$2000 penalty for Rural/Provincial Dealership
Automatic exclusion from Dealer of the Year Awards
You can have two warnings over the course of the year.
Any further breaches after the initial penalty will incur
a further penalty without warning.
We will be monitoring content found in the marketing
and issuing warnings and penalties for the remainder
of 2015. Remember to seek approval for ALL
marketing content.
Approval Contacts:
Retail Todd Spain, Celine Wheeler and LAM
Digital advertising, website, search and social media Lauren Smith and Saransh Sharma
eDMs Olivia Rouch
Brand Terri Golder
Elements Involved
Some specific graphic conventions are to be used in
association with the new Renault logotype. This set
of elements constitutes an exclusive visual universe
which helps to identify the brand.
+
Logotype + Tagline
abcdefghijklmnopqrstuvwxyz
0123456789
Renault Life Typeface
Full page layout
ABC
DEFGHIJKLMNOPQRSTUVWXYZ
Renault Logo
Our logos with taglines are constructed from four
elements: lozenge, wordmark, tagline and yellow
accent. They should be used across all frontline ATL
communications.
Logotype + Tagline
Life on go
NOTE: Warping, stretching, cropping, changing

colours and other changes to the Renault corporate
logo are not permitted. No advertisement should
use the RENAULT name or corporate logo in a
non-approved way.
Dont change the tagline
Dont use the secondary logo without the tagline
Dont add tagline to the primary logo
Dont place the logo over a busy background
Dont create new lockups
Dont use the old logo
Logo Size in relation to art size

The size of the logotype, calculated based on its
height, has been defined for a wide range of formats.
This makes it possible to standardize the page
layout for all types of Out-of-Home (OOH) display
advertising.
For any other format not listed here, the logo size for
the most similar format shall be applied.
145x107.5mm
11mm
105 x 150mm
12mm
105 x 210mm
12mm
130 x 130mm
12mm
130 x 185mm
12mm
A5 - 148.5 x 210mm
14mm
115 x 300mm
14mm
230 x 230mm
17mm
204 x 290mm
17mm
210 x 282mm
17mm
A4 - 210 x 297mm
17mm
460 x 300mm
17mm
A3 - 420 x 297mm
17mm
290 x 440mm
22mm
10
e elements
/ Colour
Renault
Brand Guidelines / Dealership
Contents
Colour Palette
Our Primary colours help to give us a point of

o give usdifference
a point and make our identity stand out.
identityYellow
standout.
is used for the accent bar on the logo and as
an
activation
colour throughout communications and
nt bar on the
environments.
olour throughout
onments.
Black is primarily used for our wordmark and the
tagline but can also be used for typography.
ur wordmark
o be used
White acts as a background colour, replacing black on
the logo or typography when reversed out of a colour
d colour, or image.
or typography
ur or image.
Pantone 116 C
PMS Uncoated 108
0c 15m 100y 0k
255r 205g 0b
#ffcd00
TSL 48/100/100
PMS Textile 14-0760 TCX
RAL 1023
Process Black
0c 0m 0y 100k
0r 0g 0b
White
0c 0m 0y 0k
255r 255g 255b
PMS Black 7
38c 35m 33y 92k
61r 57g 53b
PMS Cool Grey 9

30c 22m 17y 57k
135r 135g 133b
PMS Cool Grey 7

20c 14m 12y 40k
151r 153g 155b
secondary
d.
port for our

contrast to
(see page
h 2015
PMS Cool Grey 3

8c 5m 7y 16k
207r 201g 196b
23
11

Renault Brand Guidelines / Core elements / Typography

12
Contents
29
Font
Renault
Renault
Life Life
Font family
We have a new Renault typeface, Renault Life.

Renault Life has been created in three
It is unique
tobold,
us and
should
used
throughout
weights:
regular
andbelight.
This
Renault
communications.
has been
ensures
that we have aItgood
rangedeveloped to
of the
flexibility
and expression
our
reflect
new progressive
andin
dynamic
aesthetic of
typography
a sense
our products
andbut
hasmaintain
a close relationship
to our new
of focus and consistency.
wordmark.
Each weight is provided with a set of
italics to be used in text for emphasis
and hierarchy when required.
RenaultLife Light
RenaultLife Light Italic
AaBbCcDdEeFfGgHhIiJjKkLl
MmNnOoPpQqRrSsTtUuVv
WwXxYyZz $@,.?!<>:;*&%
0123456789 0123456789
WwXxYyZz $@,.?!<>:;*&%
0123456789 0123456789
Semi-serif
Cyrillic
RenaultLife Regular
RenaultLife Italic
A Cyrillic version of Renault Life has been

developed for use in relevant markets.
WwXxYyZz $@,.?!<>:;*&%
0123456789 0123456789
WwXxYyZz $@,.?!<>:;*&%
0123456789 0123456789
RenaultLife Bold
RenaultLife Bold Italic
WwXxYyZz $@,.?!<>:;*&%
0123456789 0123456789
WwXxYyZz $@,.?!<>:;*&%
0123456789 0123456789
It includes a full character set in both

upper and lowercase.
Assets are available to download

from the Brand Hub:
http://intra.renault.fr/corp/dcom/
Renault
Version
1 August
2015
Renault
version
1.0 March
2015
True italics
Oldstyle figures & ligatures
2.
Print
THE
Lore m ip su m
N2015
Renault Dealership Baseplate

Whenever you need to write the commercial name of
the dealership, you must write it in Renault Life Bold
and Regular. See the below examples.
SOUTHERN CROSS RENAULT

BARRY BOURKE RENAULT
Example of correct dealer baseplate in advertising
materials is below with examples.
Dealer Information
Renault Life Regular and Bold
Size: 14pt, line spacing 17pt, upper and lowercase
2. Print
14
2. Print
Renault Dealership Co-branding

If you wish to include your dealer group branding
in any communications, you must follow the below
pointers:
The dealer logo must be on the base plate of the
template
The Renault logo must always be present in the
correct location (top right hand corner)
The size of the logo is limited to the specified
dimensions. Your dealer logo must fit within this
space.
Your dealership in Launceston

NEIL BUCKBY MOTORS
Cnr St John St & Cimitiere St, Launceston
15
2. Print
Advertising
A (17mm)
1 Brand name + Model name

Renault Life Regular
Size: 32pt, upper and lowercase
Renault TRAFIC
The van you need.

Guaranteed.
Headline
Renault Life Light
2
Text colour of the Brand, Model and Headline must

either be all in white or all in black, depending on the
background colour. You should seek to maintain the
maximum uniformity of colour.
3 Claim
Renault Life Regular
Colour: white or black, depending on background
colour
Dealer Information
Renault Life Regular and Bold
Size: 18pt, line spacing 17pt, upper and lowercase
4
5 Terms and conditions

Renault Life Light
Size: 6.5pt, line spacing 6.5pt
from
32,990*
Turbo charged diesel engine

5.2m3 of load volume
2,000kg of towing capacity
7.5mm
The typeface sizes shown are the default sizes.

They may be adjusted if necessary.
RENAULT DEALER
00 Sample Street, Suburb / ph: (00) 9999 9999 urlrenault.com.au
2.5 x A
*Recommended drive away price for the Trafic SWB Single turbo Manual with non-metallic paint. Valid for vehicles ordered between 1/07/2015 & 30/09/2015 while stocks last. Renault reserves the right to vary, extend or withdraw this offer. Offer available to
ABN holders only and excludes fleet & government buyers. Warranty & Roadside Assistance valid for 3 years or 200,000km (whichever comes first) from new. Demonstrator vehicles receive balance of new vehicle warranty and Roadside Assistance. Roadside
Assistance terms and conditions apply. Call our Customer Service Team on 1800 009 008 or view the Terms and Conditions statement at www.renault.com.au/drivingpeaceofmind for details. ^First 3 scheduled maintenance services capped at $349 per service
on new and demonstrator Trafic III models, based on standard scheduled servicing from new and on normal operating conditions. Scheduled maintenance services required every twelve (12) months or up to 30,000km (whichever occurs first). However, Trafic III
is subject to adaptive servicing requirements, as determined by the Oil Condition Sensor, and may require servicing prior to the standard twelve (12) months or 30,000km service interval. If vehicle is not presented within three (3) months of when the scheduled
service is required, right to that capped-price service under the program is forfeited.
renault.com.au
8mm
8mm
16
2. Print
Advertising Multiple Models

A (17mm)
It is advised not to put more than three models on

each full page layout.
Renault CAPTUR &1CLIO
Enjoy more with
All Brand, Model, Headline and Dealer Information

should remain as per the previous pages guidelines.
0%
comparison rate
p.a.
3
Renault CAPTUR
from
79
per
week1
or
Expression Manual
7.5mm
The typeface sizes shown are the default sizes.

They may be adjusted if necessary.
Renault CAPTUR
from
32,790*
Renault CLIO
from
drive
away
Dynamique EDC Auto

Includes metallic paint
49
per
week2
or
17k*
Authentique Petrol
RENAULT DEALER
00 Sample Street, Suburb / ph: (00) 9999 9999 urlrenault.com.au
0% p.a. comparison rate available for 2015 Captur & CLIO models (excluding CLIO R.S.) ordered between 1/7/15 and 30/9/15 and delivered by 30/11/15 to approved personal applicants and 0% annual percentage rate available to approved business applicants of Renault
Financial Services (Australian Credit License Number 391464) only; 36 month term. Excludes Government, Rental and National Fleet customers. Terms, conditions and fees apply. WARNING: This comparison rate is true only for the example given and may not include all fees
and charges. Different terms, fees or other loan amounts might result in a different comparison rate. Comparison rate for the purpose of the National Credit Code is based on a 5 year secured loan of $30,000 although this offer relates to a 36 month term only. Weekly offers
based on a consumer loan and for a non-premium paint vehicle with 36 monthly repayments of (1) $339.86 (2) $210.42 and a balloon payment of (1) $13,254.90 (2) $8,925.00. $500 deposit required. Total amount payable over the term (1) $25,989.86 (2) $17,000.12.
Renault reserves the right to vary, extend or withdraw this offer. Not available in conjunction with any other offer. *Recommended drive away price for the Clio Authentique manual and Captur Expression manual both with non-metallic paint and Captur Dynamique with
metallic paint. Valid for vehicles ordered between 1/07/2015 & 30/09/2015 while stocks last. Renault reserves the right to vary, extend or withdraw this offer. Offer not available for fleet & Govt. buyers. 5-years unlimited km warranty and Roadside Assistance both apply to all
new or demonstrator Clio & Captur models ordered between 1/07/2015 & 30/09/2015 while stocks last. Warranty & Roadside Assistance valid for 5 years from new. Demonstrator vehicles receive balance of new vehicle warranty & Roadside Assistance. Renault reserves the
right to vary, extend or withdraw this offer. Offer not available for fleet & Govt. buyers. Roadside Assistance terms and conditions apply. Call our Customer Service Team on 1800 009 008 or view the Terms and Conditions statement atwww.renault.com.au/ownership/termsconditionsfor details. ^First 3 scheduled maintenance services capped at $299 per service on new and demonstrator Clio (excludes Clio R.S) & Captur models only, based on standard scheduled servicing from new and on normal operating conditions. Scheduled maintenance
services required every twelve (12) months or 15,000km (whichever occurs first). If vehicle is not presented within three (3) months of when the scheduled service is requires, right to that capped-price service under the program is forfeited.
8mm
26k*
2.5 x A
renault.com.au
8mm
17
2. Print
Advertising Demonstrator Vehicles

All Demonstrator listings must follow the below
guidelines. An example is illustrated below which
follows the correct template. If you would like a
Demonstrator listing, please provide the Model,
Registration, Kilometres and Price to
[email protected]
Must be listed with a minimum of 1,000km to a
maximum of 5,000km
Renault Demonstrator Deals
Exclusive offers
across the range
Vehicles must be registered and the registration

number must be listed.
Refer a friend or family member and receive $100*.

2014 Clio Expression Hatch Auto Diamond Black
CXX77Q
1,221km
$21,990 drive away
2014 Captur Expression Auto Diamond Black
CWP44W
4,770km
$25,990 drive away
2014 Captur Dynamique Auto Mercury Grey & Black Roof
CXL23Q
1,201km
$28,990 drive away
2013 Koleos Expression Petrol Auto Mars Grey
CWP47P
1,410km
$24,890 drive away
2014 Koleos Bose Diesel Auto Metallic Black
CWP50Z
1,076km
$35,990 drive away
2015 Megane GT-Line Hatch Auto Titanium Grey
CZB48W
1,112km
$24,680 drive away
2014 Clio Expression Hatch Auto Oyster Grey
CXX77R
1,641km
$21,690 drive away
2013 Fluence Dynamique Auto Ultra Silver
CXL23B
1,036km
$21,990 drive away
Weve designed amazing deals across our Renault Demo range to get you behind the wheel sooner. Every demonstrator model has undergone
a rigorous 100 point inspection, comes with the balance of new vehicle unlimited kilometre warranty and roadside assistance.
SYDNEY CITY RENAULT

93 ORiordan St, Alexandria / ph: (02) 9398 7666 sydneycityrenault.com.au
*Money will only be paid to those who have recommended a person or persons to our dealership and results in the purchase of a vehicle. The Money will be paid via EFT the week following pick
up of referred persons vehicle. Valid to Sydney Corporate Park staff members only. Offer expires 31/08/2015.
18
Advertising Restrictions
Take care when grouping and positioning text, and
positioning price blocks.
2. Print
19
2. Print
Radio
Tone of voice is very important when communicating
via radio. Renault advertisements should sound clear
not rushed, authoritative, positive and upbeat.
Remember: essentially you are distilling our brand into
1530 seconds of sound. Think about what our brand
should embody. Refer to Brand Values, Corporate
Identity and Tone.
DO:
Master 30 second radio dealer
Include a call-to-action, i.e. visit us now at

and/or hurry offer ends
VO: To master your budget, the massive Renault

Master is your van.
DONT:
Now just $39,990, it costs your business less up front

and over time.
Use Renault TV music in your advertisement

without Renault Australia permission
Refer to finance deals specifically, i.e. do not say
1% finance as this requires a length disclaimer.
You can usually say great finance instead.
Always seek legal advice to confirm
Use a tone that is desperate or salesy
Do not use stereotypical French music or voice overs
Always get your advert approved by the Renault
Australia Marketing team before it goes to air.
Save on fuel with the efficient Twin Turbo engine.

Save on maintenance with your first three services
price capped.
And save your sanity with our extensive 3-year
warranty and roadside assist.
Master your budget with the Renault Master.
Visit <dealer name and street address or website
details>
SFX: (Renault sting)
VO: ABN Buyers only. Excludes Fleet and Government
Buyers. Terms and conditions at renault.com.au
20
2. Print
Shopping Centre Activations

Shopping centre displays are a great way to intercept
people who might not have considered a Renault. You
can get many quality leads a day if done effectively.
Often a shopper will not have heard of Renault
before seeing your display so it pays to make a good
impression.
Always use art or materials that adhere to the
Basic Principles and Core Elements of these
Dealer Advertising Guidelines.
For added professionalism, use an iPad or similar
tablet device to collect data directly to your website.
DO:
Where possible have your stand staffed, you will:
Have dummy plates on the car
Wear a professional uniform
Groom the cars regularly, at least once at the start
of the day
Have flags or pull up banners (that adhere to brand
guidelines given earlier) to attract attention
Have a stand or counter if deemed necessary
DONT:
Cover the vehicle in off-brand advertising material
Dress the vehicle up in colourful branding
Stack business cards or brochures on the vehicle
Dress the vehicle up with balloons.
21
2. Print
Point of Sale and Extra Marketing Items

Most items can be made by designers using the
guiding principles given earlier in this document.
Alternatively, Point of Sale (POS) advertising
and extra marketing items can be designed by Renault
Australia for you. Please allow five business days for
new and bespoke creative to be made.
Renault CAPTUR
27 colour combinations
from $26k*-$32k
These are not limited to but can include:

Wall Posters
Van Wraps and Decals
Special Event Flyers
Windscreen Banners
Europes No.1 Van Range.
*Recommended drive away price $25,990 for the Captur Expression 0.9L Petrol Manual with non-metallic paint - vehicle not shown.
Valid for vehicles ordered between 01/07/2015 and 30/09/2015 or while stocks last. Offers exclude government & fleet buyers. Renault reserves
the right to vary, extend or withdraw this offer.
Flyer
Mesh Banner
22
3.
Digital
3. Digital
Digital introduction
Digital is the key driver in the automotive path to
purchase. Its influence ranks alongside the dealership
visit and family/friends as the most important source
of information affecting the decision to buy.
If you require further information or additional support

with your digital marketing activity please contact us
any time to discuss. We are keen to support you in all
aspects of this important marketing channel.
This is why is it vital that the Renault brand is

communicated in a clear, consistent and branding
compliant way across all digital touchpoints.
Lauren Smith
Digital Marketing Manager
(03) 8561 4843
[email protected]
On the following pages you will find guidelines on the

following topics, along with examples of best practice ,
dos and donts, as well as contacts for support.
> Your Renault Dealer website
> Digital Advertising
> Online Vehicle Listings
> Search Engine Marketing
> Social Media
Saransh Sharma
Digital Marketing Specialist
(03) 8561 4844
[email protected]
Top touch points dominating the Automotive Path-to-Purchase

Media
Owned
Google 15.2 million UA
Manufacturer Website
Facebook 11.2 million UA Dealership experience

(showroom, test drive, sales person)
YouTube 9 million UA
Dealer website
Carsales 1.4 million UA
Social Media
24
3. Digital
Your Renault Dealer Website

The internet is critical in helping customers find the
information they need to make a purchase decision.
Your website helps generate new leads, telephone
enquiries and foot traffic. It is also an important
representation of your dealership and the Renault
brand.
To maximise sales opportunities, your dealer website
must:
Adhere to Renault brand guidelines
Clearly state your location, trading hours and
contact details
Be optimised for mobile devices
Be search engine optimised
Display current offers, pricing and models
Display up-to-date stock inventory
Provide easy-to-use forms for new car, used car and
service enquiries
As the current dealer website solution for Renault,
iMotors role is to support you in ensuring your
website delivers on all the above requirements.
This year we are working to improve to dealer
websites, as well as reflect the new brand identity.
This will be delivered by December 2015 and we
will be in touch soon regarding next steps for
updating dealership websites.
Next steps
Update dealer social media channels
Update dealer websites
30 June
by Dec 2015
Contacts for support

Please contact us if you have feedback or require
further information about getting the most from your
Renault dealer website.
Desktop site
Mobile-friendly site
Contact
Title
Contact Number
Email Address:
Lauren Smith
Renault Digital Marketing Manager
(03) 8561 4843
[email protected]
Saransh Sharma
Renault Digital Specialist
(03) 8561 4844
[email protected]
Mitch Thompson
iMotor Lead Dealer Support
(02) 9954 1174
[email protected]
Beata Jaremko
iMotor Dealer Support
(02) 9954 1174
[email protected]
Chris Mure
iMotor Automotive Consultant
(02) 9954 1174
[email protected]
Tony Malby-Luke
iMotor Director
(03) 9556 5442
[email protected]
For iMotor support contact
25
3. Digital
26
Digital Advertising
MREC 300 X 250
ALL digital advertising and banners must comply with
these guidelines. To do this we ask that you submit
artwork to [email protected] or contact the
Renault Digital Marketing team if you have any queries
and to obtain approvals.
Logo appears
from first frame
Vehicle spec
Vehicle name
Relevant trust symbols
Headline
FRAME 1
FRAME 2
FRAME 3
FRAME 4
Give car enough space

Price
CTA should be kept

short and relevant
to message eg. Get a
brochure, Discover now,
View offer now
3. Digital
Digital Advertising
Half Page 300 X 600
Primary logo where

possible

Vehicle Name
Vehicle spec
Price
Relevant trust symnbols
Headline
Frame 1
CTA appears from first frame
Frame 2
Frame 3
Frame 4
27
3. Digital
Digital Advertising
Leaderboard 728 x 90
Headline
CTA appears from first frame

Frame 1
Price
Vehicle name
Vehicle spec
Frame 2
Frame 3
Frame 4
Logo appears from first frame
28
3. Digital

Carsales and other car portals are effective tools for
selling demo, ex-Renault company cars, Renault used
and approved used vehicles. Listings in portals are an
important way to reach prospects at scale and a key
touch-point for customers encountering the Renault
brand. As a result, your online listings must adhere to
brand guidelines.
Please note, failing to meet these guidelines is in
breach of Renaults brand guidelines. A three strike
policy has been established. If you break guidelines
(as determined by Renault Australias Marketing Team)
You will incur the following:
1. Warning
2. Warning
3. Penalty
$5,000 penalty for Metro Dealership
$2,000 penalty for Rural/Provincial Dealership
Automatic exclusion from Dealer of the Year Awards
TYPE OF CAR
AGE
ODOMETER
CARSALES COMMUNICATION
NEW CARS
012 months
0 km
NOT BE LISTED
DEMO/SDV
1 6 months
1,000 km 5,000 km
Registered cars can be listed as

DEMO vehicles
EX-RENAULT COMPANY CARS
312 months
3,000 km 10,000 km
Listed as a USED vehicle
USED
6+ months
Min 5,000 km
APPROVED USED
Up to 3 years
Min 5,000 km
29
3. Digital

New Vehicle Listings not to be listed
INCORRECT
We want to drive new car buyers through

Renault.com.au (where they experience the full extent
of what the Renault brand has to offer) and drive leads
to each respective dealer. We do this through our paid
advertising, events and other Sales and Marketing
activities.
We wish to remove the risk that a customer will see

incorrect model pricing, varying offers and out of date
offers, with the policies created to improve brand
image and the desirability of our cars.
Listing new vehicles is a breach of these guidelines.
Demonstrator Listings to be listed
When listing please ensure the vehicle meets the
following terms:
Near new as demonstrator
1 6mths age
Minimum 1,000 km to maximum 5,000 km
registered with the registration number pictured
or listed in the description
CORRECT
30

Renault has invested significant time and money in
ensuring we have one of the best manufacturer used
vehicle locators in the country.
http://approvedused.renault.com.au/
Additionally, we invest in digital marketing activities
(display advertising and paid search) to further
increase enquiry for the dealer network through this
portal.
We strongly encourage you to review your stock and
ensure you are listing all eligible vehicles on Carsales
and the Renault.com.au portal.
Remember:
All leads from approvedused.renault.com.au are
lead-fee-free
Your dealership must list a minimum number of
vehicles to qualify for Balance Scorecard
As your listings appear both on car portals and on
Renault.com.au, it is vital your listings follow these
brand and advertising guidelines.
3. Digital
31
3. Digital
32
Online Vehicle Listings: DOs

DO list the vehicle with a front + rear shot on a
Renault branded or plain background
DO provide a professional, concise description which
includes comments on condition of vehicle, vehicle
history, vehicles specs, test drive availability, and if
trade ins are accepted
DO mention any awards your dealership or the vehicle
has won
DO include your dealership contact and
location information
DO show a variety of attractive angles of the vehicle including interior.
We recommend at least 20 images per vehicle taken in good lighting and at the
right distance (not too close, not too far away).
DO write descriptions in a professional and positive

tone of voice. This includes proof reading to ensure
spelling and grammar is correct
DO be transparent with vehicle drive away pricing.
This will improve the quality of your leads.
DO ensure the vehicle is clean and in a presentable
condition
DO follow up on digital leads within 30 minutes
DO use professional, quality photos. Quality imagery and a desirable-looking

vehicle is more likely to generate a quality lead and sale. Be sure to take photos of
key selling features or points of difference about the vehicle.
Contents

SEM aka paid search aka Google Adwords is a way to
advertise your website in search engines like Google.
SEM drives customer visits to your site by targeting
them when they search for relevant terms.
It is important that your SEM strategy is well planned
and well executed to ensure you are getting maximum
value from your investment. SEO (organic search
listings) also has a critical role to play making your
website easy-to-find for prospects.
!
SEM
!
!
!
SEO
!
!
Desktop site
Approvals Process
Before embarking on search activity, please ensure
you obtain the proper authorization by following the
shown process.
Compliance
Please remember that the Renault Dealer Advertising
Guidelines apply to all Digital Marketing
Communications including search advertising.
All advertising must comply with the these guidelines.
To do this, we are that you contact [email protected]
or contact the Renault Digital Marketing team if you
have any queries and to obtain approvals. Failure to
comply may lead to financial repercussions and
exclusion for Dealer of the Year Awards.
Provide the following info to Renault

Digital Marketing Team
Dealership
Entity name requesting authorization
Google Customer ID
Login Email
Mobile-friendly site
VDA makes record and obtains

approval from Paris HQ
VDA confirms Approval with Dealer

so dealer can commence activity
Process takes up to 48 hours
Dealer or Agency are permitted to use

branded keywords, but may not bid
against Renault Australias keyword
campaigns.
34
3. Digital

Renault Australia already has an extensive search
program in place covering all branded key words, and
dealership names.
The goal of this is to drive leads to each respective
dealer.
Please refer to the SEM Guidelines below to ensure
your activity is compliant and optimised. These
guidelines must be followed if you are running your
own search campaigns either directly or through an
appointed agency acting on your behalf.
If you require additional support with SEM, we
are keen to assist. Please contact your Network
Business Manager or Lauren Smith, Digital
Marketing Manager (03) 8561 4843 for more
information.
SEM DOs
DO obtain authorisation before commencing
SEM activity
DO keep activity to your local area
DO promote service and parts offers
DO try targeting generic terms or competitor terms
DO keep an eye on your cost efficiency metrics such as
cost per click and cost per lead
DO have a mobile optimised website before investing
in search
SEM DONTs
DONT bid on terms relating to another Renault
dealership or PMA
DONT bid on terms on which Renault Australia
already have covered this includes Renault brand
terms such as Renault + model name. Bidding on
these terms drives up cost and creates inefficiencies
for both Renault Australia and you.
DONT hesitate to contact VDA if you require support
or have any questions
DONT run paid search without a mobile-ready
website
DONT begin a search campaign without first defining
your success metrics and goals
Below is a summary of keywords you may and may

not use for search activity. Please note, you should
not bid on terms on which Renault Australia are
running SEM activity as this drives up cost and
creates inefficiencies for both Renault Australia
and your search campaign.
BRANDED KEYWORDS
E.g. these include the trademarked name Renault or
vehicle model names
OK to use
Renault + service offer
Renault + parts special
Renault + accessories
DO NOT use (Renault Australia has these keywords
covered to drive leads to respective dealerships)
Renault + vehicle model name
Renault + offers
Renault + dealership name
Renault + another dealership name or location
Used or Demonstrator Renault
Renault + finance
GENERIC KEYWORDS
OK to use
Used cars
Fleet
Demonstrator Renault
COMPETITOR KEYWORDS
OK to use
Competitor dealership name + your local area
Competitor model name
35
3. Digital
Social Media @ Renault Australia

Social media is an effective way for automotive
brands to increase brand awareness and
consideration through communicating with
prospects and customers.
Renault Australia also have in place an always on social media advertising across Facebook, Twitter and Youtube.
This ensures we are utilizing social media in an effective and targeted way to drive awareness of the brands and
leads to dealers. If you are thinking of running paid activity in social media to promote your dealership, such as
boosted posts on Facebook, please do not hesitate to contact the Digital Marketing Team for advice and support.
Renault Australia is present on Facebook, Twitter,

Instagram, LinkedIn and YouTube.
Social Media Policy
We encourage you to connect with us on these

channels:
facebook.com/RenaultAustralia
@RenaultAU
@RenaultAU
youtube.com/RenaultAustralia
linkedin.com/Renault-Australia
plus.google.com/+RenaultAU
All dealerships must adhere to the Renault Social Media Policy which can be found on the intranet Add a link to
this or requested from the Renault Digital Marketing Manager. If you have any questions about social media best
practice or to request a copy of the Social Media Policy, please contact Renaults Digital Marketing Manager.
Key points from the policy:
Before engaging in social media as a representative of Renault you must obtain approval.
You must not comment as a representative of Renault unless you are authorised at that time to do so.
Be clear about who you are and who you represent.
Only disclose and discuss publicly available information.
Do not comment or post any material that might otherwise cause damage to Renaults reputation or bring it
into disrepute.
Do not imply that you are authorised to speak as a representative of Renault, nor give the impression that the
views you express are those of Renault Australia.
Ensure comments you make are respectful of the community in which you are interacting online.
Under no circumstance write in a defensive manner or tone on your own or Renault Australias social pages
This list is not exhaustive please refer to the Social Media Policy.
Important, please note:

We are supportive of you using social media, and
we encourage you to please note the below:
Social media is a space for brand-building as
such please ensure all activity are posts are in
line with Renault brand guidelines.
Social media is best used as a channel for
sharing engaging content (e.g. images and
video) strong retail messages are not
appropriate in this space
Your digital and social presence an important
representation of your dealership and of
Renault as such, co-branding or promotion of
other brands on Renault-branded channels is
not acceptable
It is vital to ensure your social media channels
are well maintained, consistent and in line with
the Dealer Advertising Guidelines in order to
best represent the brand
To support you in maintaining your Renault
dealership social media channels, we have
created a suite of profile banners and social
media avatars/logos that are available to
download on the intranet. Add a link to this.
Please ensure your social media channels are
in line with brand requirements and contact
[email protected] for further
support.
36
Social Media 5 Tips for Success

Social media is not just a buzzword it takes time, patience and effort to succeed. We support you in undertaking
social media and offer the following guidelines for success:
1 Do not feel like you have to do social media assess if you have the time and resource to be active and create
results then decide if it is right for your dealership. Ask: is there a dedicated person to look after our social
media? Do they have the time to dedicate to it every day? Who do we want to communicate with and why?
Does that audience want to hear from us on social? How will we measure success?
2 Choose one platform and do it well rather than trying to do lots of social platforms. If you want to share
new customer pictures or testimonials choose a visual platform like Instagram or Facebook to share happy
customer stories.
3 Be ready. Social media is a source of customer feedback so monitoring and responding to both positive and
negative feedback is essential (within 1hr). When negative, acknowledge the complaint and take it offline
immediately. This applies to your dealership page only you should not comment on pages outside your own
channels or on Renaults brand account Renault handles all replies.
1 Be aware that social media isnt free. Facebook is a now an advertising platform meaning you need to spend
money to reach new people. Renault Australia already has a large existing community that can be leveraged
and an always on social media advertising in place which is aimed at driving reach and leads for dealerships.
This means its OK if you choose not to do social media as it is already well covered by VDA.
5 Get the basics in place. This means adhering to brand guidelines, as well as implementing basic hygiene and
content best practices. Please find more info on these in the pages that follow.
3. Digital
37
3. Digital
Social Media Hygiene Checklist

Profile:
Renault brand only not co-branded
Use supplied profile headers and logos
Creating posts:
Keep posts short
Include image/s or video in all posts
Ensure image/s and video are good quality
Add destination URL + Call to action
Shorten links with Bitly
Keep it on brand
Focus on quality of posts not quantity
Monitor Reponses
Measure results
Posting during the evening tends to work best
Social Media DOs

Examples of:
Good profile image and correct logo/branding in use
38
3. Digital
Social Media Content Best Practice

Listen to what your customers and social media users
are saying. Be sure to monitor your social media page
for any comments and respond back promptly.
Share customer stories such as testimonials or happy
new owner picture. Be sure to first get their permission
before sharing images on social media and thank
them for choosing Renault!
Showcase your dealership using great lifestyle
imagery. Dont be shy to ask people to stop by and visit
your dealership.
Frequently share Renault Australia social posts or
reviews of models you are promoting do not copy
someone elses posts its best to share the original
post or quote another source with attribution.
Promote competitions and special offers when
appropriate.
Always include a call to action such as click through to
your website or your phone number.
Use high quality images and never use images from
other websites like car review sites or Google. This
breaches copyright. If you require help sourcing images
please contact Saransh Sharma.
Follow the magic combination for posts:
image + 1 short sentence + call to action.
Content examples
40
3. Digital
Direct Mail Marketing

Direct mail messages via traditional mail can be an
excellent way to get a message to a customer on a
database. The message should be tailored to suit
the audience if speaking to sports fans you give
them sport relevant content, if speaking to existing
customers you give them service or satisfaction
related messages.
The design should always adhere to the Basic
Principles and Core Elements.
DM
A4 Letter
Sam Sample
123 Sample Street
Sampleville VIC 3000
Like the van?
1
Hi <name>
We trust your Renault is helping your business run smoothly and wed like say thanks with a special reward.
You can now use the same corporate fleet discount you received on your van for any Renault passenger vehicle.
Which Renault suits you?
Could you see yourself behind the wheel of the Megane GT hatch? Or the record-breaking Megane R.S. 275 Trophy?
Perhaps you know someone whod love the classy little Clio or a family in need of the spacious Koleos BOSE.
Go on, reward yourself for making a smart business decision. Take your pick from just some of the range below
and head in to your nearest dealer for a test drive.
The Team at Renault
Love the car.
SELF MAILER
Self mailer
ALT: DELIVERED IN CLEAR ENVELOPE
TIP: Avoid over-contacting your customers this

can lead to customer fatigue and decreased
response. If you need advice on direct mail
marketing best practice, please contact the CRM
Coordinator.
Brand name & Model

Name: Renault Life
Regular 13pt.
Renault CAPTUR
Capture life
2
Claim: Renault Life Light

34pt.
Address area for
window face
envelope.
Title: Renault Life in its

different weights
Me nistium fuga landae ea. Soluptat.

Uptatum landae ea in consed eatem il ius santum res
am facepel enemporunto quam sandus utecupta.
Hi <name>
We trust your Renault is helping your business run smoothly and wed like say thanks with a special reward.
You can now use the same corporate fleet discount you received on your van for any Renault passenger vehicle.
Which Renault suits you?
Could you see yourself behind the wheel of the Megane GT hatch? Or the record-breaking Megane R.S. 275 Trophy?
Perhaps you know someone whod love the classy little Clio or a family in need of the spacious Koleos BOSE.
Go on, reward yourself for making a smart business decision. Take your pick from just some of the range below
and head in to your nearest dealer for a test drive.
The Team at Renault
Add performance and

style to your family car
with the impressive
Megane GT-Line Wagon.
Up the ante in a Clio R.S

and get your heart racing
with every drive.
Drive the Megane R.S. and

experience record-breaking
sports performance.
Experience adventure and

refinement in the spacious
Koleos Bose.
Combine sophistication and

sports to your city car in the
Megane GT-Line Hatch.
Express yourself inside

and out in the colourful
new Captur Dynamique.
Text: Renault Life Light 9pt.

Highlight text Renault Life
Bold.
Dear Name,
Ximus eum quae verecepta nonsedit offictio conem vellacerupid ut aut ut venis simpori atectam que
et aperum qui quibus quiassi nverfer eperia veriati onessero essinve lignat et qui ducimus esequibeati
venimet officipsant estionse odi ut estionet ra volorepra voloreh enimpore voluptatium aut eiur molo et
quam, volenimus volumenis dolorioratem quostio rectemped et incim hilitaturest lit est.
As quoditatur, te comnis est, sum eum ipsam sandanto modis aut occus evendae dolo ilitia con rerio
cum qui coria vit verum explict atquia volor molupta ducitiata est eiunt, nisquia venihic to mollam
que nullaborem que porempore vel maximos dolor sapiene senit, nus rempos.
Experrum quiatior alis eos accum quas eaque preperc hillatet explabo ribusan torecusae. Imos etur
ad quo que porrovita id que periae dem consequunt veriae. Itatum reium vel id ut voluptur, cuptam,
sinumque es quat lab incit alit pelent porrum raercim fuga.
Soluptium quo opta volectur? Agnatqui nihici nis qui ius dolo conserae ipid moluptatum faciandanda
nitis dolore prepuditis non consedic te de re, quosam et labo. Harunt, num aut est quistis et optis con
rehenti aeseque sent et andae nosseditam, vit qui blacerest doloremporem eum hitibuscid el ipsant
atquist, arupitate exeribero temperit a volorumque idelibus rehendi ciminciendis ne num quae.
Rewards Voucher
Present this voucher at your local dealership and our team will be happy to apply the corporate fleet
discount you received on your van to your new Renault. To find out more call [xxx xxxx xxx] or visit
renault.com.au and book a test drive today. Voucher Expires [XX/XX/XX]
Yours sincerely,
quam quideli quamet vendit quam, cum, cus et verum liquatios quiatem incte non core volorisquam, sam aut quame sint eum evenisitati tet accullu ptatem
illabore sendund estius dolorere pernat.Fugit esequodia doluptam, quiam quias cus, ut maion nusdaes dolupis dolupta testium sum quide occus alibus
volupta quameni hillitate offic tem ut repellu ptatio to omnimpo reperspiet voluptatiosa conectem et repro moditio ssimil ma eost quam, conet, am ducipsa
musdanis erum nim conecte nistisiti destotatem quatem et que vidi denit occulla boreperfero molut magnihil is del il il magniscil idebit explatam vendel
PLEASE NOTE: All email and traditional

marketing must be sent to [email protected]
for approval prior to send.
Dealer name:
Renault Life Bold 7pt.
Dealer address etc:
Renault Life Light 7pt.
5
Name of Dealer
Name 2 if necessary
Address and notations
42
Email Marketing
Direct mail messages via email can be an excellent
way to get a message to a customer on a database.
The message should be tailored to suit the audience
if speaking to sports fans you give them sport relevant
content, if speaking to existing customers you give
them service or satisfaction related messages.
3. Digital
Generic header
Relevant header image
The design should always adhere to the Basic

Principles and Core Elements.
For every retail campaign, Renault Australia creates a
retail email template to send to your database. This
should be sent to customers who purchased from
more than 24 months prior to the commencement of
the campaign.
TIP: Avoid over-emailing or contacting your
customers this can lead to customer fatigue and
decreased response. If you need advice on email
marketing best practice, please contact the CRM
Coordinator.
Body copy
Offer panel 1
Offer panel 2
Proofpoints
PLEASE NOTE: All email and traditional

marketing must be sent to [email protected]
for approval prior to send.
Generic footer
43
Adherence to Australian Privacy Laws

It is essential that you adhere to the current Australian Privacy laws. Dealerships are required to meet the
requirements under the law, as well as under the Renault Dealer Agreement. Breaches of the Privacy Act can
result in fines of up to $1.7 million for corporations, and up to $340,000 for individuals.
KEY ASPECTS OF THE PRIVACY LAWS THAT AFFECT DEALERSHIPS
Australian Privacy Principles (APP): The APP refers to the privacy requirements that need to be followed in
relation to customer data.
Privacy Policy: All dealers need to have a Privacy Policy that includes how your dealership collects personal
information, the purpose for which the information is collected and used, details about how customers can
access and update their information, and how a complaint can be made. Renault Australias Privacy Policy can be
found on the Renault Australia website.
Complaint Management Process: Each dealership should have a set procedure outlining how a complaint can be
made against the dealership and how the dealership will deal with such a complaint.
Marketing Principles: The APP enforce a tight regulation of the use of personal information for direct marketing.
This includes the obligation that your dealership is required to give customers an easy way to opt-out from direct
marketing material.
PLEASE NOTE: These are only a few examples of

the Privacy Act requirements. For further
information please visit the Office of the
Australian Information Commissioner website.
3. Digital
44
Television and Cinema

Renault Australia will often have a TV commercial
(TVC) available for dealer use but it will need to be
dealer tagged. This is where the end of the advert
includes your location underneath the Renault logo.
If you or your agency/TV station are provided the TVC,
you are REQUIRED to tag the end of the advert in the
following manner only:
1. Dealer Name
Written in Renault Life Bold in black
2. Dealer Address
Written in Renault Life Regular in black
3. Dealer licence
If this is required by law, it must be shown. Please
check with your own legal sources to confirm.
3. Digital
45

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Renault Brand Guidelines

Renault Brand Guidelines / Dealership

Renault Version 1 August 2015

Renault Dealership Baseplate

Renault Brand Guidelines / Dealership

This document aims to introduce our brand

Renault Version 1 August 2015

Renault Brand Guidelines / Dealership

1. Brand Values and Tone

Brand Values, Corporate Identity and Tone

Renault Version 1 August 2015

Renault Brand Guidelines / Dealership

1. Brand Values and Tone

Marketing Contact Details

How can they assist?

(03) 8561 4841

Marketing Communications & Consumer Insights Manager

(03) 8561 4842

Brand and CRM support

Corporate Communications & Sponsorship Manager

(03) 8561 4847

Communications and Sponsorship support

Retail Marketing Manager

(03) 8561 4852

Digital Marketing Manager

(03) 8561 4843

Digital Marketing and Social Media

Digital Marketing Specialist

(03) 8561 4844

(03) 8561 4848

Lead Generation Specialist

(03) 8561 4845

Lead Management Support

(03) 8561 4846

CRM and Direct Marketing Support

(03) 8561 4853

(03) 8561 4853

Model Line Manager LCV

(03) 8561 ****

Model Line Manager Passenger

(03) 8561 ****

(03) 8561 ****

Thomas Anthony Thrmer Model Line Specialist

Renault Version 1 August 2015

Marketing Collateral and Brochure Support

Renault Brand Guidelines / Dealership

1. Brand Values and Tone

This year we are revising the process to ensure that all

Renault Version 1 August 2015

Renault Brand Guidelines / Dealership

1. Brand Values and Tone

Full page layout

Renault Version 1 August 2015

Renault Brand Guidelines / Dealership

1. Brand Values and Tone

NOTE: Warping, stretching, cropping, changing

Renault Version 1 August 2015

Dont change the tagline

Dont use the secondary logo without the tagline