Research & Planning

Marketing Goals

Advertising Recommendations

Budget

Marketing Goals

Short Term Goals

Build brand awareness
Acquire new customers and gain brand loyalty
Generate greater sales for products

Long Term Goals

Build affinity for the brand
Develop ongoing programs for large investments or commitments
To venture into the international market

Advertising Objectives

Increased Ash Be Nimble's Instagram and Facebook followers by 10%

Raise the brand awareness among the younger generations as most of them are social media users and are easily influenced by social media marketing

Increased Ash Be Nimble's brand awareness among university students

Make the brand relatable to students who lead an active lifestyle
Showcase the young, fresh and fun side of ABN

Increased Ash Be Nimble's brand awareness among Malay/Muslim community during Ramadan period

Address Muslim audience through our ads as they are a underdeveloped target in the sportswear category

Advertising Recommendations

The heart of our advertising plan

Target Market

Creative Strategy

Media Recommendations

The Brand

ASH BE NIMBLE

Demographics

Women, aged between 25-40 years old.
Middle to upper class
Working adults, income of RM3K-5K
Some are full time mothers
Live in Klang Valley (Selangor), urbanites
All ethnicities, including conservative Muslim women. Like to purchase activewear but put off by expensive prices.

Psychographics

Adventurous & prefer outdoor activities
Exercise 2-4 days a week during Ramadan
Active and healthy in their lifestyle
Get fitness & health tips from social media, fitness blogs and friends/family during Ramadan.
Interested in themes of empowerment and diversity.
Look for comfort, fit and style when purchasing activewear.
Willing to pay RM50-100 for activewear.

The Big Idea!

-Creative Strategy-

EMPOWERMENT

Through Ash Be Nimble

CAMPAIGN TAGLINE: BUILT FOR MORE (#built4more)

To empower women that they are built for more than society makes them out to be.
To encourage women that they are built for more and they can push themselves further.
To inspire women that they can be built for more, if they put their mind to achieve their goals

Creative Drafts/Ideas

Direction for our

Colour Scheme

These colours will be used for Fit Ramadan/ Fit Raya's Campaign ads.
It's more towards Raya colours, subtle yet it suits Ash Be Nimble's theme concept.

Tagline

Built For More
#built4more

Media Recommendations

Social Media Advertising

Youtube Video Ad - 30 secs to 1 minutes
Facebook (Carousel, Canvas, Sponsored Posts)
Instagram (Sponsored Ads)
Snapchat (Stories)

Traditional Methods of Advertising

Print Advertising - guerilla marketing, flyers, magazine feeds, personalized postcards & stickers, packaging
Guerilla Marketing: Collaborate with TU Sports Clubs, Actual Workshop for Showcase.
Flyers: About Workshop, for Ash Be Nimble’s Events (Fit Raya)
Magazine Feeds: Tips for Fitness Activities, Relying on Outdoors than Indoors, Fitness Meal Recipes
Pop-Up stores - to collaborate with clients like La Juiceria/Amazin’ Graze