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Under armour 420 presentation - Ryan Blute
- 1. Under Armour: #CloserToYou Ryan Blute ADV 420 Final Presentation
- 2. Introduction
- 3. Goal of campaign 10% increase in brand awareness within six months 3% increase in sales within a year
- 4. Target Audience American women Age 26-50 Participate in a healthy, active lifestyle
- 5. Ideas and Logic Behind Campaign - Quality - Comfort level - Brand pride
- 7. TV spots Goal Direct consumers to social media sites Generate buzz about campaign The Walking Dead is the highest rated show by women
- 8. Google Adwords Key words Women athletic apparel Performance Running Fitness
- 9. Conclusion
- 10. Works Cited https://twitter.com/UAWomen http://www.417marketing.com/how-to-use-google-adwords-image-extensions/ http://technorati.com/business/article/why-small-businesses-cannot-be-scared/ http://likesreviewer.com/ youtube-global.blogspot.com collider.com www.digitaltrends.comwww.soccerpostfl.com Sweatshop.co.uk En.wikipedia.org’ Asjk.com Findthatlogo.com Careergirlnetwork.com Footage.shutterchock.com Dreamstime.cim Rd.com
Notes de l'éditeur
- This digital marketing campaign will focus on Under Armour advertising to women. The majority of athletic apparel commercials speak to men or the brand itself. This will focus on women and why Under Armour is the best fit for them. Under Armour is #CloserToYou. When you buy our products, you should feel that we are here for you to get the best out of your workout and fitness life. We will do this through various forms of social media such as Twitter, Facebook, and Youtube. With TV spots and and Google Adwords, this promises to be a very successful campaign.
- The goal of my campaign is to increase brand awareness by 10% of our target market within six months of the campaign, and have a 3% increase in sales within a year. This campaign will be a success because the athletic world rarely sees a sports apparel campaign being shown on such a high scale, with the magnitude that it will have.
- The target audience for the campaign are american women ages 26-50 who participate in a healthy and active lifestyle. The reason for this is because Under Armour has never had a large campaign where they focus solely on women. Most of the commercials you see on TV include why you should invest in Under Armour’s football and baseball cleats. You rarely see them promoting sports like softball, running, etc. This is going to help sales in women’s athletic apparel because we are #CloserToYou
- Women like quality. Quality means everything to them. When they are grocery shopping, they will take more time than men to pick out the perfect fruit. When they are shopping for athletic apparel, they are going to pick what looks and feels best for a reasonable price. Under Armour is #CloserToYou than Nike, Adidas, Reebok, and Lululemon because we don’t advertise our brand, but rather our product. We don’t want you to love us because of the logo, we want you to love us because of what our products mean to you, and at the end of the day you can say that Under Armour is the best at what they do because they understand your wants and needs when it comes to athletic apparel.
- We want to be able to interact with our customers through social media. We need to make the hashtag #CloserToYou trending so that these women will be able to get a better understanding of what we are trying to tell them. If they aren’t directed here by our TV spots or Adwords, it should be by word of mouth. Our Facebook page will consist of stories women share to their internet peers about their history with Under Armour. They have the opportunity to share with others about what Under Armour means to them. Stories will be judged by a team at the Under Armour headquarters and prizes will be awarded bi-weekly to the top writers. Twitter’s job is to make three things happen: encourage, engage, and expand. Encouragement meaning we want them to get out and fit a healthy lifestyle with our products. We want them to get engaged in our company and what we stand for, and we want to expand to our audience as much as possible to hit our goal of a 10% increase in brand awareness. Youtube will feature mini series videos from the athletes we sponsor, so people can engage with their favorite player. We will also be implementing a mobile application where it will be the hub of your personal fitness. This includes a GPS that can be used for running, seeing stories from our sponsored athletes, workout routines, and much more!
- The goal for the TV spots is to get the user to our social media outlets, and have them engage in what we have in store for them. We’re hoping that this will generate buzz around the water cooler about an athletic apparel campaign that is dedicated primarily to women. These will air in a few places: during daytime TV when the majority of people watching are female, and a few primetime slots where female viewership is highest.
- The words above are the key words that we hope users will use when they are looking to invest in athletic apparel and accessories. Adwords is a great way to get people to the Under Armour site to view what #CloserToYou means. The budget for Google Adwords will be $50,000 which will cover about six months of viewership online.
- This campaign will feature several different platforms the goal of bringing more women into the Under Armour family. We want them to feel closer to us by understanding that the quality of our products mean more than the logo that’s on our products. Our platforms are made to engage our new and existing customers to share some memories and media they’ve had using Under Armour products. This campaign will different from our competitors in several ways!
- Works cited page