Under Armour Final Presentation
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Transcript of Under Armour Final Presentation
Digital Marketing Plan
Eli Natinsky7-30-12
Under Armour- Under Armour (UA) is an American sports clothing and accessories company based in Baltimore and founded in 1996
- Mission: “to make all athletes better through passion, design, and the relentless pursuit of innovation”
- Public company
- Annual sales $1 billion range
- Sponsors: Tom Brady, Lindsey Vonn, Ray Lewis, Michael Phelps - 2 -
Goals & Objectives
- Female yoga enthusiasts talked to didn’t know UA made yoga apparel for women
- However, they had good impression of UA brand and were open to wearing
- With decent digital marketing plan, could increase sales of UA women’s yoga wear
- UA women’s yoga clothing includes pants, shorts, tank tops, etc.
UA Women’s Studio Raise public awareness of UA women’s yoga apparel
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Audience Women, who make up more than 72% of yoga practitioners in U.S.
- 64% practitioners earn more than $75,000 annually
- $27 billion spent yearly in U.S. on yoga merchandise
- Yoga spending increased 87% in last five years
Yoga Statistics:
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The Competition- Lululemon (Lulu), a Vancouver-based “yoga-inspired” athletic apparel company founded in 1998
- Mission: “create components for people to live long, healthy, and fun lives”
- Public company
- Annual sales $1 billion range
- Most of female yoga enthusiasts talked to wear Lulu and had goodcomments about brand
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- Facebook: 669,000+ “likes”
- Twitter: 259,000+ followers
- YouTube: 5,000+ subscribers, 4.7+ million views
Blog
Social Media- Lulu blog is lifestyle forum- Categories: Lulu brand apparel, and culture & media, travel, food & drink, etc.
Other:
The Competition
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“Big Idea”
- Chronicle experiences of various women practicing yoga
- UA yoga apparel would be given to those profiled. Subjects would be seen wearing gear in photos and videos posted to blog.
- New content would be posted weekly during one-year period
- Blog would be constantly monitored. Negative comments would receive prompt and appropriate response.
“Yoga Journeys”HEADLINELorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nunc neque, fringilla ut egestas eu, varius a ante. Duis venenatis eleifend rutrum. In tempor convallis consequat. In eu euismod odio. Nullam tempus consequat ante. Pellentesque eros orci, egestas a fermentum
ABOUTLorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nunc neque, fringilla ut
ARCHIVESegestas eu, varius a ante. Duis venenatis eleifend rutrum. In tempor convallis
CATEGORIESconsequat. In eu euismod odio. Nullam tempus consequat ante. Pellentesque eros
“A journey of a thousand miles begins with a single step.” -Lao-tzu
“Yoga Journeys” Blog
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“Big Idea” Builds On
- Concept was to unite women, help them achieve their athletic goals
- Women encouraged to post photos and videos chronicling their achievements
- Four winners with compelling stories were chosen to represent UA brand in marketing efforts
“What’s Beautiful”
UA “What’s Beautiful”
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- “UA Women” Facebook and Twitter was used to promote “What’s Beautiful” and UA women’s apparel
- Use “UA Women” Facebook and Twitter to also promote “Yoga Journeys” blog and UA women’s yoga wear
- Want to double number of “UA Women” Facebook “likes” and Twitter followers within one-year 572,000+ “likes” and 34,000+ Followers”
“UA Women” Facebook/Twitter
“Big Idea” Builds On
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- “Yoga Journeys” blog videos would be posted to UA YouTube. Also post other videos on UA women’s yoga apparel and other UA women’s clothing.
- UA only has one all-purpose YouTube channel. Lots of videos posted, so “Yoga Journeys” videos might get lost there.
- Want “UA Women” YouTube channel to have at least half the numbers of UA YouTube channel within one-year 3,300 subscribers, 2.35 million views
UA YouTube
Create “UA Women” YouTube Channel
“Big Idea” Builds On
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Budget
Planning = $20,000- Social media strategy audit, social media strategycreation, integration with existing marketing efforts
Blog = $130,000- Custom design & template creation, writing/editing content, video production
Twitter = $12,000- Ongoing account management
Facebook = $18,000- Monthly content management/curation
YouTube = $19,000- Initial page setup, monthly content management/curation
Total = $199,000
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