Under Armour seeks to strengthen its brand image and appeal to active customers through a digital marketing strategy. The strategy includes developing a mobile app for customer convenience, increasing social media engagement on Pinterest and Twitter, and utilizing internet marketing on Google. The $40,000 budget will support the app development and location-based services, with success measured by app usage, website analytics, and social media engagement metrics.

1. Digital Marketing Strategy

2. About Under Armour
• Founded in 1996
• Women’s, Men’s and Children’s active-wear, shoes
and accessories
Located in Baltimore, Maryland
• “PROTECT THIS HOUSE”

3. Challenges and Goals
• Goals:
• 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.

4. Target Market
• Men and women of all ages
People who maintain an active
lifestyle
• Runners and athletes

5. Social Media
• Pintrest:
Repin • Clothing is a large aspect of Pintrest
Me
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

6. Mobile Marketing
• Developing 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

7. Internet Marketing
• Using Google Adwords and Google Keywords
Effective Keywords may include:
• Cold Gear
• Athletic Foot wear
Women’s Athletic Clothes
• Men’s Athletic Clothes
• Athletic Accessories
• Sport Clothing

8. Budget and Timeline
• Budget: $40,000
Mobile App: On average, $6500
• Maintenance and upkeep
will add additional costs
Location based ser vices:
Dependent on reward given to
users

9. Measuring the Success
• Mobile App
Downloads and uses
• Internet Marketing
• Google Analytics
PPC (Pay Per Click) on specific ads
• Social Media
Tracked by responses, ret weets and repins