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Digital Marketing Plan       Eli Natinsky          7-30-12
UnderArmour- Under Armour (UA) is anAmerican sports clothing andaccessories company based inBaltimore and founded in 1996-...
Goals & ObjectivesRaise public awareness of                    UA Women’s StudioUA women’s yoga apparel- Female yoga enth...
AudienceWomen, who make up more than 72% of yoga practitioners in U.S.Yoga Statistics:- 64% practitioners earn morethan ...
The Competition- Lululemon(Lulu), aVancouver-based “yoga-inspired” athletic apparelcompany founded in 1998- Mission: “crea...
The Competition Social Media- Lulu blog is lifestyle forum-Categories: Lulu brand apparel,and culture & media, travel,foo...
“Big Idea” “Yoga Journeys” Blog-Chronicle experiences ofvarious womenpracticing yoga                          “Yoga Journ...
“Big Idea” Builds On UA “What’s Beautiful”                                   “What’s Beautiful”- Concept was to unitewome...
“Big Idea” Builds On “UA Women” Facebook/Twitter- “UA Women” Facebook andTwitterwas used to promote“What’s Beautiful” and...
“Big Idea” Builds On Create “UA Women”YouTube Channel- “Yoga Journeys” blog videoswould be posted to UA YouTube. Alsopost...
BudgetTotal = $199,000Planning = $20,000- Social media strategy audit, social media strategycreation, integration with exi...
Under Armour Final Presentation
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Under Armour Final Presentation

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Under Armour Final Presentation

  1. 1. Digital Marketing Plan Eli Natinsky 7-30-12
  2. 2. UnderArmour- Under Armour (UA) is anAmerican sports clothing andaccessories company based inBaltimore and founded in 1996- Mission: “to make all athletesbetter through passion, design,and the relentless pursuit ofinnovation”- Public company- Annual sales $1 billion range- Sponsors: Tom Brady,Lindsey Vonn, Ray Lewis,Michael Phelps -2-
  3. 3. Goals & ObjectivesRaise public awareness of UA Women’s StudioUA women’s yoga apparel- Female yoga enthusiasts talked todidn’t know UA made yoga apparelfor women-However, they had good impressionof UA brand and were open towearing- With decent digital marketing plan,could increase sales of UA women’syoga wear- UA women’s yoga clothing includespants, shorts, tank tops, etc. -3-
  4. 4. AudienceWomen, who make up more than 72% of yoga practitioners in U.S.Yoga Statistics:- 64% practitioners earn morethan $75,000 annually- $27 billion spent yearly in U.S. on yoga merchandise- Yoga spending increased 87%in last five years -4-
  5. 5. The Competition- Lululemon(Lulu), aVancouver-based “yoga-inspired” athletic apparelcompany founded in 1998- Mission: “create componentsfor people to live long, healthy,and fun lives”- Public company- Annual sales $1 billion range- Most of female yogaenthusiasts talked to wearLulu and hadgoodcomments about brand -5-
  6. 6. The Competition Social Media- Lulu blog is lifestyle forum-Categories: Lulu brand apparel,and culture & media, travel,food & drink, etc.Other:-Facebook: 669,000+ “likes”- Twitter: 259,000+ followers Blog- YouTube: 5,000+ subscribers, 4.7+ million views Facebook -6-
  7. 7. “Big Idea” “Yoga Journeys” Blog-Chronicle experiences ofvarious womenpracticing yoga “Yoga Journeys” ABOUT- UA yoga apparel would be HEADLINE Loremipsum dolor sit Loremipsum dolor sit amet,given tothoseprofiled.Subjects amet, consecteturadipiscingelit consecteturadipiscinge lit. Crasnuncneque, . Crasnuncneque,would be seen wearing gear in fringillautegestaseu, fringillaut varius a ante. ARCHIVESphotos and videos posted to Duisvenenatiseleifendrut egestaseu, varius a rum. In ante.blog. temporconvallisconsequ Duisvenenatiseleifendr utrum. In at. In eueuismododio. temporconvallis Nullam tempus consequat ante. CATEGORIES- New content would be posted Pellentesqueerosorci, egestas a fermentum consequat. In eueuismododio.weekly during one-year period Nullam tempus consequat ante. “A journey of a thousand miles begins with a single Pellentesqueeros step.” -Lao-tzu- Blog would be constantlymonitored. Negative commentswould receive prompt andappropriate response. -7-
  8. 8. “Big Idea” Builds On UA “What’s Beautiful” “What’s Beautiful”- Concept was to unitewomen, help them achievetheir athletic goals- Women encouraged to postphotos and videoschronicling theirachievements- Four winners withcompelling stories werechosen to represent UAbrand in marketing efforts -8-
  9. 9. “Big Idea” Builds On “UA Women” Facebook/Twitter- “UA Women” Facebook andTwitterwas used to promote“What’s Beautiful” and UA women’sapparel-Use “UA Women” Facebook andTwitter to also promote“Yoga Journeys” blog and UAwomen’s yoga wear Facebook- Want to double number of “UAWomen” Facebook “likes” and TwitterTwitter followers within one-year572,000+ “likes” and34,000+ Followers” -9-
  10. 10. “Big Idea” Builds On Create “UA Women”YouTube Channel- “Yoga Journeys” blog videoswould be posted to UA YouTube. Alsopost other videos on UA women’syoga apparel and other UA women’sclothing.- UA only has one all-purposeYouTube channel. Lots of videosposted, so “Yoga Journeys” videos UA YouTubemight get lost there.- Want “UA Women” YouTube channelto have at least half the numbers ofUA YouTube channel within one-year3,300 subscribers,2.35 million views - 10 -
  11. 11. BudgetTotal = $199,000Planning = $20,000- Social media strategy audit, social media strategycreation, integration with existing marketing effortsBlog = $130,000- Custom design & template creation,writing/editing content, video productionTwitter = $12,000- Ongoing account managementFacebook = $18,000- Monthly content management/curationYouTube = $19,000- Initial page setup, monthly contentmanagement/curation - 11 -

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