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UA Digital Strategy: Increase Sales 14-15
- 1. DIGITAL STRATEGY: UNDER ARMOUR NICK KENDALL ADV 420 FALL 2017
- 2. BACKGROUND • Established in 1996, by former University of Maryland football player Kevin Plank • Wanted to solve the problem of athletes having to change clothing multiple times during things like two-a-days and games. • Lets help keep them dry so they can perform better
- 3. TARGET AUDIENCE • Adults that are between the ages of 18-35 that live an active lifestyle • Kids (Parents) that live an active lifestyle • Athletes that are looking for clothing that will keep them dry/warm, in all different types of conditions
- 4. BIG PICTURE • Increase brand awareness • Increase consumer engagement • Social media / Email Sign-ups • Increase users (Sign-ups) • App downloads • Direct more traffic to the site to increase revenue and sales • Keep new customers coming in and returning customers coming back
- 5. OVERALL GOAL & BUDGET • Increase our sales revenue 14- 15% over the course of 12 months (1 Year) • $400 Million • $33,333,333.3 Million per month for 12 months
- 6. KEY PERFORMANCE INDICATORS • KPIs: • Marketing Metrics: • Returning Visitor • First Visitor • Brand Awareness • Sales Metrics: • Sales Growth • Product Performance • Social Media Metrics: • Social Shares • Social Followers • Twitter Engagement • Facebook Engagement • Clicks Per View
- 7. SOCIAL MEDIA ADVERTISING • Currently on all social media platforms including: • Facebook • Twitter • Instagram • YouTube • Pinterest
- 8. ONLINE WEBSITE • Design: Very user friendly. Easy to navigate and very responsive. Color scheme • Search Engine Optimization: Right now, Under Armour is not high in results for search engine optimization
- 9. INBOUND MARKETING • Post meaning content • Personalized emails
- 10. UNDER ARMOUR MOBILE APP • Wants to make the users experience simple and enjoyable • Key features: • Sign in once • Browse products priced for you based on your desired preferences • Notification alerts when new products & exclusives • If in store, can scam code to learn more about a certain product
Editor's Notes
- We will continue to use Droga5, current advertising agency, as well as some of our in home advertising techniques Allocate 11% of revenues to marketing department Now this isn't nearly as much as some of our other competitors like Nike. Who last year used $2.7 billion on advertising worldwide. This would be a goal that we would have for ourselves in the future but right now we want to stay on the same course that we’ve been on in the past few years because we have seen a steady increase in our revenue.
- Use these metrics to tell us how well our ads are being received by our target market. We’ll be able to monitor the engagement on all of our social media. Whether it be through followers/ subscriptions or actually engaging with the account. For the website, we can see if we’re getting a good balance of returning users and new users. Both are important in our campaign.
- Color Scheme: allows for colors and pictures to stand out and grab the users attention. SEO: We need to market towards different types of phrases that our competition doesn’t already have on lock. For example, coldgear, men's athletic clothing, womens athletic apparel all have fewer websites competing for that specific wording. Thus meaning Under Armour would come up in the top results rather then if they tried ”Sports apparel”, which has about 64 sites competing.
- “Empowering the customer” Attract them with social media post or blog post Convert into leads through offering free shipping or certain percentage off total of next purchase, with them entering in their email information Analysis: We can learn