2. TARGET AUDIENCE: My Target Audience is Men ages 17-30. I
chose this specifically because Men are most active during this age
and are likely to be most active over other ages and genders. They
are also more likely to know and use Under Armour products. 3. KEY
PERFORMANCE INDICATORS I know this campaign will be a success
because we have several goals that we know we can accomplish and
succeed in. Have our campaigns target stickily Men aged 17-30 and
do the flight and hiatus technique. Become more active with social
media. Under Armour will have a Twitter hashtag where if people use
it will become in a running for a gift certificate during certain
the time periods of spring (May) and winter (November-December) Use
AdWords to promote Under Armour Ads on Google, Yahoo and Bing.
Along with other athletic sites to create competition and reach. 4.
CONTINUED I want to accomplish a more aware market of Under Armour
and increase sales at least 20%. Along with making it know that
Under Armour is reliable, well known and higher class brand. This
will be discussed more in Big Idea 5. BIG IDEA The big idea of this
Under Armour campaign is to raise awareness in our target audience
and have this brand be their go to athletic gear every time. Since
Under Armour reputation is well known and successful. With
increasing the sales as discussed earlier consumers will know Under
Armour has a wide range of merchandise for any athletic sport or
casual wear at an affordable price. 6. TOOLS & TACTICS When you
go for a run what brand shoes do you wear? What brand running
shorts? Running shirt? Do you even know? What if you could name
everything you wore with one well known name and be able to be
proud of it. Well you can, it is called Under Armour. With the wide
range of athletic wear for any type of shape or size this company
is a favorite to many people. That is exactly what this campaign is
going to continue to do 7. CONTINUED Using Instagram to showcase
new athletic wear and people using it with a cool twist of
different photo options. Having Facebook so people can post what
they are wearing and what activity they are doing allow the social
world to see. Vine to show a mini video of a workout and them
wearing Under Armour. Social Media is huge so we must use it to its
advantage. 8. CONTINUED. 9. BUDGET With research I found Under
Armour spends roughly 200 million dollars on advertising and
marketing. I picked a budget of 2 million. With a budget like this
we are fortunate to do many different types of marketing. It will
take about one week to come with a strategy, Planning Build,
Implementation, Management and Adwords. Adwords- $56,000- $60,000
Strategy/ Planning Building/ Implementation/ Management- $1,000,000
Total $1,060,000 10. SUMMARY Increase sales 20% Target Men 17-30
Use Social Media and Digital Marketing Budget of $2 million Use
high end key words Make it aware of low end key works- stay away
from Make a successful campaign and succeed in the digital
strategy
