This document outlines a social media and email strategy to promote the launch of the 2016 Wellness program with Ask for Life (AFL) at Eden Dubai. The strategy includes creating events and posts on Facebook and Instagram, as well as email newsletters. It provides details on content, timing, and call to action for each channel. The goal is to drive traffic to sign up for the wellness launch event using AFL's branding and terminology around health, happiness and success. Promoted posts and ads will direct people to a landing page, website, or Facebook event for registration.

1. 2016 Wel l n es s L a un ch
Social Media /Ema il Stra tegy

2. A S K F O R L I F E
Analysis & Strategy
Bird’s-eye View 03
Direct Networking 04
AFL Theme/Terminology 05
Facebook-Event 06
Facebook -Post 07
Instagram - Carousel Ad 08
Instagram - Single Ads 09
Instagram - Posts 10
Newsletter - Email 11
Giveaways 12
Call to Action 13

3. A S K F O R L I F E 03
Analysis & Strategy
Bird’s-eye View
FACEBOOK
- Create event for public session
- Boost and sponsor event to bring traffic
- Advertise daily with post on Ask for Life
- Advertise on coach pages
- Posts on partner pages
- Share posts from Eden Dubai’s page, vice-versa
- Giveaways
INSTAGRAM
- Sponsored ad for launch event
- Post every day leading up to the launch event
- Posts advertising AFL’s various classes
- Showcasing Kold Press Juice offerings
- Posts from Kold Press
- Posts from teachers/coaches
- Influencers
- Reposts from Eden Dubai account
- Giveaways
NEWSLETTER (emails)

4. A S K F O R L I F E 04
Analysis & Strategy
Direct Networking
REACH OUT TO DIRECT CONNECTION NETWORK
- Create a lsit of immediate contacts including:
Friends
Partners
Entrepreneurs
- Encourage direct network to share, like, and participate in launch
- Send individual, personalized emails

5. A S K F O R L I F E 05
Analysis & Strategy
Ask for Life Terminology/Theme
Use Ask for Life terminology in all offline and online marketing
- Words such as “success, health, happiness”
- Catch phrase includes “Be Happy. Be Healthy. Be Successful.”
- Use AFL green in all marketing to promote brand concept
- Make sure all wording is expressive of AFL offerings

6. A S K F O R L I F E 06
Analysis & Strategy
Facebook - Event
CREATE FACEBOOK EVENT
Sample Event Name
Eden Dubai - The Wellness Edition with Ask for Life
Create event by February 11, 2016
Even runs runs till February 20, 2016 (first public session)
BOOST EVENT
Budget 50 USD - Run time of 9 days
Estimated reach - 23,000 to 61,000 people (Based on AFL Segmentation)
Share/Spread Event
- Coaches
- Eden Dubai Facebook page
- Affirmats, Kold Press pages
- Other partners
- Other brands that are involved
- Snapshot of the event on Instagram
- AFL account
- Coaches/Partners
- Every other day until the 19th of February
*Graphic needed for event. Should display both brands.

7. A S K F O R L I F E 07
Analysis & Strategy
Facebook - Posts
Daily Facebook post on AFL Page
- Each post will host image that represents the classes AFL is providing at
Eden Wellness
- Every day the image will be different, successfully displaying the variety of
AFL classes
- Images/posts will include Kold Press offerings as well as Eden Beach Club
Posts begin by February 11, 2016
Run till February 20th, 2016 (first public session)
BOOST POSTS
Budget 5 USD/Post - 9 Posts
Estimated Reach/Post - 2,800 to 7,300 people
(Based on AFL Segmentation)
Share relevant posts via
- Coaches
- Eden Dubai Facebook page
- Affirmats, Kold Press pages
- Other partners
- Other brands that are involved
*Graphics needed for posts. Should display both brands.

8. A S K F O R L I F E 08
Analysis & Strategy
Instagram - Carousel Ad
CREATE INSTAGRAM CAROUSEL AD
- Carousel ad consists of five photos
- Each photo will depict AFL class offering
- One will show Eden Beach Club to show setting
- Graphic will host text about Wellness Launch (Where, When, Why, What)
Create ad by February 11, 2016
Ad runs runs till February 20, 2016 (first public session)
CAROUSEL BOOST
Budget 50 USD - Run time of 9 days
Estimated reach - 23,000 to 61,000 people (Based on AFL Segmentation)
*Graphics needed for carousel ad. Should display both brands.
*Instagram ads cannot be shared unlike Facebook posts/events

9. A S K F O R L I F E 09
Analysis & Strategy
Instagram - Single Ads
CREATE NINE SINGLE IMAGE ADs
- Photos of AFL class offerings
- Photos of Eden Beach Club (setting)
- Photos of Kold Press Juice
- Graphics will host educational text about wellness launch
Create ads by February 11, 2016
Ads run runs till February 20, 2016 (first public session)
SINGLE AD BOOST
Budget 5 USD/Post - 9 Posts
Estimated Reach/Post - 2,800 to 7,300 people
(Based on AFL Segmentation)
*Graphics needed for carousel ad. Should display both brands.
*Instagram ads cannot be shared unlike Facebook posts/events

10. A S K F O R L I F E 010
Analysis & Strategy
Instagram - Posts
Daily Instagram post on AFL Page
- Each post will host image that represents the classes AFL is providing at
Eden Wellness
- Every day the image will be different, successfully displaying the variety of
AFL classes
- Images/posts will include Kold Press offerings as well as Eden Beach Club
- Post captions will host description about launch event, how to sign up, etc
Posts begin by February 11, 2016
Run till February 20th, 2016 (first public session)
Share relevant posts via
- Coaches
- Eden Dubai Facebook page
- Affirmats, Kold Press pages
- Other partners
- Other brands that are involved
- Instagram influencers (Outlined by Eden Beach)

11. A S K F O R L I F E 011
Analysis & Strategy
Newsletter - Email
Introductory Email
. One page large banner
email
. Showing AFL/Eden
logos with Eden setting
. Bullets on Wellness
Launch
Followup Email
. Where, When, What,
Why
. Quotes from Eden and
AFL founders
. Dual image mailer
(AFL/Eden)
Letter From Coach
. Inspired from Morellifit
. Direct letter from the
coaches that will teach
class at Eden
. Expert opinion on why
people should attend
Giveaway Email
. Outlining how you can
attend/win for free with
social media
competitions
Partner Email
. Outlining all the part-
ners that will be at
Wellness Launch to add
value to event
Last call email
. Adding hype and
reminding the last day
to register for Wellness
Launch
Once approved, Musad will send subject line, main header, fine print, and
content (if applicable) for each email.
Graphics for email need to be provided at correct dimensions/resolutions.

12. A S K F O R L I F E 12
Analysis & Strategy
Giveaways
Facebook giveaway
. February 12, on promoted post. FIVE entry passes to Wellness Launch event
at Eden Beach Dubai
. February 15, on promoted post. THREE entry passes to Wellness Launch
event along with supply of Kold Press Juice
. February 17, on promoted post. TWO entry passes to Wellness Launch
event along with one yoga mat from Affirmats
Instagram giveaway
. February 11, THREE entry passes to Wellness Launch event at Eden Beach
Dubai
. February 13, ONE entry pass to Wellness Launch event and ONE AFL class
subscription for one month (or two weeks)
. February 18, ONE entry pass to Wellnesss Launch event and ONE detox
package from Kold Press Juices

13. A S K F O R L I F E 13
Analysis & Strategy
Call to Action
Option 1 - Landing Page/Website
. Create LANDING PAGE or WEBSITE for where sign-ups for Wellness Launch
event are hosted
. Facebook promoted posts will have a CTA of “Click here to sign-up” that
will redirect to the landing page
. Facebook event page will have link to sign-up page in the description with
CTA declaring “Click here to sign-up”
. Instagram carousel and photo ads will have CTA to “TAP to sign-up”, all ads
will lead to landing page
Option 2 - AFL/Eden Website
. All ads and CTAs will lead to either Ask for Life or Eden website where de-
tails and sign-up for launch event
. Facebook promoted posts will have a CTA of “Click here to sign-up” that
will redirect to either website
. Facebook event page will have link to either website in the description
with CTA declaring “Click here to sign-up”
. Instagram carousel and photo ads will have CTA to “TAP to sign-up”, all ads
will lead to either website
Option 3 - Facebook Event Page
. Use Facebook event page as redirect page, all ads will lead to this page for
description/links of the event
. Facebook promoted posts will have a CTA of “JOIN HERE” that will redirect
to the event page
. Facebook event page will have FURTHER details on how to reach the
event, timings, etc
. Instagram carousel and photo ads will have CTA to “TAP to JOIN”, all ads
will lead to Facebook EVENT page

14. BE HAPPY. BE HEA LT H Y. BE SUCC ESSFUL.
©2016MusadAfzalAllRightsReserved