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Under Armour
Mallory Patterson


Mission
“To make all athletes better
through passion, design and the
relentless pursuit of innovation.”
Company Background
 American sports clothing and accessories company

 Global headquarters in Baltimore, Maryland
 Foun...
Competitors
Target Audience
 Students ages 15-22
 Young athletic males and females
Key Performance Indicators
 Increase in sales of apparel
 Increase number of ‘likes’ on Facebook page
 Increase number ...
Big Idea
 Develop a digital marketing strategy that targets

athletic males and females to encourage them to
buy athletic...
Tools & Tactics
 Facebook  daily posts
 Twitter  daily posts and hashtags
 Pinterest  boards and contests
Social Media

www.facebook.com/underarmour
www.twitter.com/UnderArmour
Budget
 $50,000 a month, $600,000 per year

and $1,644 per day
 30% of the for Google Analytics

 30% of budget for Pay...
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Nmdl final presentation

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Transcript of "Nmdl final presentation "

  1. 1. Under Armour Mallory Patterson 
  2. 2. Mission “To make all athletes better through passion, design and the relentless pursuit of innovation.”
  3. 3. Company Background  American sports clothing and accessories company  Global headquarters in Baltimore, Maryland  Founded in 1996 by Kevin Plank, a then 23-year old former special teams captain of the University of Maryland football team
  4. 4. Competitors
  5. 5. Target Audience  Students ages 15-22  Young athletic males and females
  6. 6. Key Performance Indicators  Increase in sales of apparel  Increase number of ‘likes’ on Facebook page  Increase number of ‘followers’ on Twitter page
  7. 7. Big Idea  Develop a digital marketing strategy that targets athletic males and females to encourage them to buy athletic apparel and accessories  Consumers to be more connected with this brand rather than competitor brands  Social Media
  8. 8. Tools & Tactics  Facebook  daily posts  Twitter  daily posts and hashtags  Pinterest  boards and contests
  9. 9. Social Media www.facebook.com/underarmour www.twitter.com/UnderArmour
  10. 10. Budget  $50,000 a month, $600,000 per year and $1,644 per day  30% of the for Google Analytics  30% of budget for Pay Per Click  25% of budget for Social Media  15% of budget for Mobile App
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