Digital Marketing Strategy
About Under ArmourFounded in 1996
Women’s, Men’s and Children’s active-wear, shoes and accessories
Located in Baltimore, Maryland
“PROTECT THIS HOUSE”
Challenges and GoalsGoals:
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 MarketMen and women of all ages
People who maintain an active lifestyle
Runners and athletes
Social MediaPintrest:
Clothing is a large aspect of Pintrest
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
Repin Me
Mobile MarketingDeveloping 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 MarketingUsing Google Adwords and Google Keywords
Effective Keywords may include:
Cold Gear
Athletic Footwear
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 services: 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, retweets and repins