Sweat, blood and style ua women's running apparel endure and conquer
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Under Armour seeks to grow its $400 million women's running apparel market share. It will target women runners aged 18+ through a comprehensive digital marketing strategy, including social media, blogs, videos and Google AdWords. The goal is to position UA as the top brand for all women's running apparel and accessory needs. Analytics will track traffic and conversions to optimize spending. With a $1.1 million budget, UA expects at least a 20% return on investment through increased sales.
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Sweat, blood and style ua women's running apparel endure and conquer
- 1. SWEAT, BLOOD AND STYLE UNDER ARMOUR WOMENS RUNNING APPAREL ENDURE AND CONQUER THE
- 2. Under Armours womens brand is a $400 million a year growing market. According to a Gallup-Wellbeing Poll, 49.6% of those polled were women found to exercise more than three times a week. That is roughly 166,160 consumers who need apparel to main their daily active lifestyles! Running is gaining momentum! Women of all ages are joining the running revolution!
- 3. UnderArmour Womens Running Apparel Who Do We Want: Women runners 18+ from beginners to elite! What Do They Need: Highest quality apparel: performance enhancing and must have style. What Do We Want: UA is the one-stop-shop for all running apparel and accessory needs
- 4. Connect, Interact, Convert! Creating interactions with clients via Facebook and Twitter: Providing training tips & relatable content Direct client feedback through polls and questionnaires Link clients to landing page on UA women running site
- 5. Pin It to Win it UA Womens Running Pinterest Page several boards featuring shoes, tops, bottoms and accessories Linking pinners back to the UA Womens Running landing page Showcasing content relative to the pinners
- 6. Traffic and Conversions: Google Analytics is Key to Success! Google Analytics: Track UA web site traffic and conversion ID what categories convert more browsers to buyers SEO for improved search results of UA Womens Running page in consumers search results Identifying unique keywords for search results with low-competition and high result rates
- 7. Google AdWords Strategy: Target Audience and Rotate Content Content is Key Rotate dual ads One featuring performance enhancing high quality running apparel Another focusing on style meeting performance Both ads feature Under Armour as the one stop for all running needs. Budget Want You Want, Get the Results You Need $150 cost per day Ads annual budget of $54,000 ROI of 20% AdWords will generate $64,800 in revenue
- 8. Budget Breakdown: Twitter page creation and maintenance ( $3000/mo), Facebook creation, maintenance and promotion ($3000/mo), Social media strategy creation with ongoing Grand Total Strategy Cost: monitoring ($7500/mo), Blog creation and on-going content ($4,000/mo) Creation of 24 5 minutes videos for web page $1,158,000 featuring runner stories ($120,000/yr) Budget $54,000 annually to finance Google AdWords campaign at $150 per day.
- 9. Big Budget = Big Return Return on Investment Minimum of 20% ROI = Revenue of $1,389,600 Increase future ROI with focus on social media providing higher browser to buyer conversion Building UAs reputation as a the leader in womens running apparel. Through the use of various social media channels (Facebook, Pinterest, responsive web sites) and analyzing their positive and negative results in conversion, this campaign promises to increase return on investment for the UA womens brand of running apparel and build brand awareness and retention among women runners of all fitness levels
- 10. Questions? Concerns? Under Armour The Leader In Womens Running Apparel Presentation by: Nicole Roofner