This document outlines a marketing plan for a brand to rebrand as a fashionable, cool, self-expressive brand. The target audiences are fit and active females aged 20-35 earning $40,000-$60,000 annually, and fashion-forward females aged 18-40 earning $35,000-$50,000 annually. The plan proposes maintaining current traditional media spending while increasing the budget allocation to digital media and event marketing. Key strategies include sponsorships, fashion partnerships, social media campaigns, and exclusive events to build brand awareness and exposure among the target demographics.

1. THE BLUETEAM
Kate Pangilinan,Taylor Bilecky,Anthony Martire, Danny Khuu,
Miad Rashid, SergeThermidor, Lirong Lin

2.  Ad Objectives
 Target Audience
 Media Habits
 Media Objectives
 Strategies andTactics
 Platforms andVehicles
 Budget and Flow Chart
 Sample Campaign

4.  Building brand equity
 Increasing exposure in the US firstly
 Sponsorships
 Fashion partnerships
 Direct sales to youth teams

5.  Become a SELF-EXPRESSIVE brand
that is:
 Cool
 Fashion-Forward
 Utilize digital, broadcast, and print
media outlets to build brand and new
product awareness.

7.  Primary: FIT AND ACTIVE FEMALE
 Income: $40,000-$60,000 annually
 Geographic: Metropolitan/Urban
 Age: 20-35 years old female
 Secondary: FASHION FORWARD/ STYLE
CONSCIOUS
 Income: $35,000-$50,000
 Geographic: Metropolitan/Urban
 Age: 18-40 years old female

8.  Fit and Active
 Highly motivated,
affluent and active
achievers
 Gym Rats
 Image drivers
 Well Educated
 Very Health Conscious

9.  Fashion Forward
 Influenced by female
athletes
 Like to stay updated with
fashion trends
 Want to be considered
fashionable
 Willing to pay more for items
that they personally identify
with

11. • Target Audience:
Households with annual
income at least $150,000
Media usage habits weekly
LiveTV 4-15hrs
Print Outs 1-12 hrs
Periodicals 80%
Social Media 85%
Video Online 82%
Online Radio 41%

12. Mobile
20%
Online
20%
Prints
5%
TV
38%
Radio
12%
Other
5%
Consumption of Major Media

14.  Change the Focus to
Digital
 Still spend on traditional.
 In 2013, we only spent $20
million.
 Now that our media
budget is at 50$ million,
the focus will be on digital.

15.  Pulsing Media Plan
 Continuous advertising
throughout the entire year, but
heavy up during:
▪ Holiday Season
▪ Christmas, NewYear’s Resolution
▪ Spring
▪ Summer bodies
▪ Summer
▪ Great weather
▪ Important Sporting/Fashion Events

17.  Focus on Portable Devices
 Embrace Social Media
 Focus on Popular Fashion
Events
 Athletes and Fit Celebrities

18.  Traditional
 NonTraditional
 Email
 Online Ads
 Website
 Social Media
 SEM
 Mobiles &Tablets
 Event Marketing
 Product Placement

19. The
Worldly
Woman
Connected
and Current
The
Metropolitan
Traveler
Leading
Lady

21. CATEGORY
Cable TV $9,000,000
Magazines $2,000,000
Network TV $3,600,000
Outdoor $500,000
Newspapers $100,000
Spot TV $70,000
Local Radio Summary $30,000
Local Magazines $15,000
Traditional Spend $15,315,000

22. CATEGORY
Event $12,000,000
US Internet - Display $5,000,000
US Internet - Search $4,000,000
Social Media $75,000
Mobile & Tablet $65,000
Guerrilla $500,000
Email $45,000
Product Placement $5,000,000
Sponsorships $8,000,000
Non-Traditional Spending $34,685,000

25. UNDER ARMOUR
PRESENTS
Exclusive SoHo Event With Designer Hiroshi Fujiwara
Fashion Week 2015
Want the invite?Scan the barcode to find
out how you can join us!

26.  Barcodes will be placed around the city for
consumers to RSVP, get updates about the
event, and access to exclusive contests

27.  Once logged in, consumers will hear about
the following contests:
Follow Under Armour onTwitter and RetweetTweets
with the “Under Armour Undercover word” & use
hashtag UncoverUA
Twice a month, certain locations will become
“Uncovered”; Instagram using hastag UncoverUA

28.  Under Armour SoHo event with designer
Hiroshi Fujiwara
 VIP access to the 2015 Runway show featuring our
new women’s line and sneakers
 Meet & Greet with Hiroshi Fujiwara
 First 50 consumers at the door will receive
exclusive, limited time only sneaker laces
 Much, much more…

29. • Rebrand as a fashionable, cool, self expressive brand
• Target “Fit andActive” + “Fashion Forward”
• Maintain currentTraditional Media Spend
• Increase spend in Digital and Event Marketing