under armour- strategic marketing plan by zoe suffety

Digital Marketing Strategy

About Under ArmourFounded in 1996

Women’s, Men’s and Children’s active-wear, shoes and accessories

Located in Baltimore, Maryland

“PROTECT THIS HOUSE”

Challenges and GoalsGoals:

Develop mobile app for customers convenience

Utilize frequency on social media: Pintrest and Twitter

Create a long lasting, memorable brand image

Challenges:

Competitors are strong, older, more established brands with solid brand images

VS.

Target MarketMen and women of all ages

People who maintain an active lifestyle

Runners and athletes

Social MediaPintrest:

Clothing is a large aspect of Pintrest

Pinning up coming releases to get feedback

New clothing products and lines: Pin ‘em.

Twitter:

Keep the users engaged

Contests for photos and ads that intrigue

Repin Me

Mobile MarketingDeveloping a mobile app

Features:

Store Locator: based on current location and search bar

Camera option to take photos of your favorite Under Armour pieces and track your activities in your Under Armour Gear

Push notifications on updates of new clothing lines and contests

Internet MarketingUsing Google Adwords and Google Keywords

Effective Keywords may include:

Cold Gear

Athletic Footwear

Women’s Athletic Clothes

Men’s Athletic Clothes

Athletic Accessories

Sport Clothing

Budget and Timeline

Budget: $40,000

Mobile App: On average, $6500

Maintenance and upkeep will add additional costs

Location based services: Dependent on reward given to users

Measuring the Success

Mobile App

Downloads and uses

Internet Marketing

Google Analytics

PPC (Pay Per Click) on specific ads

Social Media

Tracked by responses, retweets and repins