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Under ArmourMallory Patterson
Mission
“To make all athletes better through passion, design and the relentless pursuit of innovation.”
Company Background
American sports clothing and accessories company
Global headquarters in Baltimore, Maryland
Founded in 1996 by Kevin Plank, a then 23-year old former special teams captain of the University of Maryland football team
Competitors
Target Audience
Students ages 15-22
Young athletic males and females
Key Performance Indicators
Increase in sales of apparel
Increase number of ‘likes’ on Facebook page
Increase number of ‘followers’ on Twitter page
Big Idea
Develop a digital marketing strategy that targets athletic males and females to encourage them to buy athletic apparel and accessories
Consumers to be more connected with this brand rather than competitor brands
Social Media
Tools & Tactics
Facebook daily posts
Twitter daily posts and hashtags
Pinterest boards and contests
Social Media
www.facebook.com/underarmour
www.twitter.com/UnderArmour
Budget
$50,000 a month, $600,000 per year and $1,644 per day
30% of the for Google Analytics
30% of budget for Pay Per Click
25% of budget for Social Media
15% of budget for Mobile App
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