Who administers the Brand Fund for Best In Class Education Center?

egarding any gift card program we establish.

Brand and System Development Fund

We currently administer a Brand Fund to promote public awareness of our brand and improve our System. We may use the Brand Fund to pay for any of the following:

• developing, distributing or administering advertising and marketing materials and programs
• conducting and administering promotions, contests or giveaways
• public and consumer relations and publicity
• brand development
• sponsorships and charitable and nonprofit donations and events
• research and development of technology, products and services
• website development and search engine optimization
• development, maintenance and promotion of an ecommerce platform
• development and implementation of quality control programs
• conducting market research
• reimbursing us for costs we incur to host franchisee conferences
• changes and improvements to the System
• fees and expenses charged by advertising agencies we engage to provide marketing services

• collecting and accounting for brand fund fees and preparing financial accountings of the Brand Fund
• any other programs or activities we deem appropriate to promote or improve the System
• reimbursing us for administrative, overhead and other expenses we incur to administer the Brand Fund, including compensation paid to our personnel for time spent working on Brand Fund matters

We direct and have complete control and discretion over all advertising programs paid for by the Brand Fund, including the creative concepts, content, materials, endorsements, frequency, placement and media used. Advertising any be local, regional or national in coverage and utilize any media we deem appropriate, including digital, print, television, radio and billboard media. The source of advertising will be in-house as well as through a regional advertising agency that we engage. The Brand Fund will not be used to pay for advertisements principally directed at selling additional franchises, although consumer advertising may include notations such as "franchises available" and one or more pages on our website may promote the franchise opportunity.

You must pay the Brand Fund fee we specify from time to time. The current Brand Fund fee is the sum of (a) 2% of Gross Sales (we may increase this amount to 3% upon 180 days' prior notice) and (b) 1% of Special Program Sales. Company-owned Centers contribute to the Brand Fund on the same basis as franchisees.

Source: Item 11 — FRANCHISOR'S ASSISTANCE, ADVERTISING, COMPUTER SYSTEMS AND TRAINING (FDD pages 24–32)