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Digital Marketing Strategy
About Under Armour
•   Founded in 1996
•   Women’s, Men’s and Children’s active-wear, shoes
    and accessories

    Located in Baltimore, Maryland
•   “PROTECT THIS HOUSE”
Challenges and Goals
•   Goals:

    •   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 Market
•   Men and women of all ages
    People who maintain an active
    lifestyle
•   Runners and athletes
Social Media
          •   Pintrest:
Repin         •   Clothing is a large aspect of Pintrest
 Me
                  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
Mobile Marketing
•   Developing 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 Marketing
•   Using Google Adwords and Google Keywords
      Effective Keywords may include:

       •   Cold Gear

       •   Athletic Foot wear

           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 ser vices:
      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, ret weets and repins
Under Armour- Strategic Marketing Plan By Zoe Suffety

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Under Armour- Strategic Marketing Plan By Zoe Suffety

  • 2. About Under Armour • Founded in 1996 • Women’s, Men’s and Children’s active-wear, shoes and accessories Located in Baltimore, Maryland • “PROTECT THIS HOUSE”
  • 3. Challenges and Goals • Goals: • 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.
  • 4. Target Market • Men and women of all ages People who maintain an active lifestyle • Runners and athletes
  • 5. Social Media • Pintrest: Repin • Clothing is a large aspect of Pintrest Me 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
  • 6. Mobile Marketing • Developing 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
  • 7. Internet Marketing • Using Google Adwords and Google Keywords Effective Keywords may include: • Cold Gear • Athletic Foot wear Women’s Athletic Clothes • Men’s Athletic Clothes • Athletic Accessories • Sport Clothing
  • 8. Budget and Timeline • Budget: $40,000 Mobile App: On average, $6500 • Maintenance and upkeep will add additional costs Location based ser vices: Dependent on reward given to users
  • 9. Measuring the Success • Mobile App Downloads and uses • Internet Marketing • Google Analytics PPC (Pay Per Click) on specific ads • Social Media Tracked by responses, ret weets and repins