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

Facebook

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”

Twitter

Facebook

“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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