Plansbook fall 2014

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LIFE RECHARGED

MapMyFitness powered by Under Armour Plansbook Fall 2014

THE AGENCY Gerard R. Blair

STRATEGIC BOARD

CHAIR: Sarah Steere PUBLIC RELATIONS: Kayla McKnight MEDIA: Dominick Proto COPY: Shannon O’Connor PLANSBOOK: Priscilla Korompis GRAPHICS: Kyongwon Pak RESEARCH: Tess Lowth

ACCOUNT EXECUTIVES Ileanna Abreu Stephen Driscoll Jamie Mullady

RESEARCH +DIRECTOR Tess Lowth

RESEARCHERS

Tyler Hubbard Kylie Meek Connor Thompson Joseph Wise

CREATIVE DIRECTORS Nicole Doster Taylor Green Shannon O’Hare Emily Thacher

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ART DIRECTORS

PLANSBOOK DESIGN: Priscilla Korompis Kelly Quane ADVERTISING: Kyongwon Pak Erica Yard + PHOTOGRAPHY: Ileanna Abreu Taylor Green DIGITAL: Marc Lukianczuk

PUBLIC RELATIONS DIRECTOR Victoria Muhs

PUBLIC RELATIONS

Lisa Potter

Dana Buttenbaum Madison Connor Kathryn Karwoski Kayla McKnight Kylie Meek C. Binney Montgomery Jamie Mullady Dominick Proto Lauren Sandford Sarah Steere + Taddonio Nicole

GRAPHIC DESIGNERS

SOCIAL MEDIA

PLANSBOOK EDITOR Lauren Andes Priscilla Korompis + Lisa Potter Lauren Sandford Shannon Sweeney

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PRESIDENT & CEO

Dana Buttenbaum Madison Connor Jeff Chase Tess Lowth Jamie Mullady

COPY DIRECTOR

Anna Kushner

+ COPYWRITERS

Shannon O’Connor Alessandra Piscitelli Shannon Sweeney Laura Yackovetsky

MEDIA DIRECTOR

Dominick Proto

BUYERS & PLANNERS

Connor Thompson Laura Yackovetsky

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ABOUT US AGENCY XXXVI

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gency XXXVI is a fullservice advertising agency located in Baltimore, MD. We believe that a good understanding of our clients and their culture should be the starting point of any successful campaign. The agency is composed of 36 enthusiastic and driven employees who are dedicated to providing quality integrated marketing communications plans for all of + our clients. Therefore, Agency XXXVI takes pride in its ability to conduct effective research and to understand the needs of clients in order to reach their specific marketing and advertising goals.

Employees of Agency XXXVI have had years of cumulative experience in

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the field of communications.

Our professional training has afforded us the opportunity to develop skills in strategic planning, graphic design, copy + planning and writing, media buying, public relations, research methods, photography, campaign evaluation and more.

Loyola University has also taught us how to be innovative and open-minded in a diverse and changing world, giving us the confidence to take on various challenges. Additionally, our education has given us a firm ethical foundation, on which this agency is built. Our commitment + to social justice and fairness will ensure that the work Under Armour commissions will feature advertising that will always be truthful and inclusive, represent the

values embraced by the company and the communities we serve and deliver upon the promises we make.

Each employee of Agency XXXVI has had something unique to offer in the development of this effort, making it a true collaborative effort. This plansbook provides Under Armour with an integrated marketing communications plan to introduce the company’s latest technological acquisition, MapMyFitness, into its already well-known performance apparel and sports product lines. Agency XXXVI is committed to helping Under Armour position itself as the most innovative company in its category, and make the most of the MapMyFitness app by appealing to a specific target market, and achieving company goals.

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Powered by Under Armour

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TABLE OF CONTENTS Agency XXXVI

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Out-of-Home Postcard Radio Television and Online Video In Store

About Us

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Table of Contents

4 MEDIA + Media Strategy

Executive Summary Situational Analysis

An Overview The Company The Culture Financials Current Competition Industry + Potential Competition Products MapMyFitness 24/7 Consumers SWOT Analysis Research + Recommendations

Primary Research

MapMyFitness Survey Analysis

Marketing Strategy

Life Recharged Evaluation Summary: Life Recharged

CREATIVE

Creative Brief Creative Strategy Print Advertisements 4

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The Agency

Media Mix Online

8 Social Media

8 9 9 10 12 12 13 15 16 16 17 17

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Social Media Strategy MapMyRun and+ SpeedForm Alternative Media Summary

Public Relations

Public Relations Campaign: Life Recharged Social Media Promotions & Events Brand Ambassador Outreach Program Tactics

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34 35 38

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42 42 43 44 46 49

COMMUNITY RELATIONS +

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Media Schedule

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24/7 Health Campaign Other Recommendations

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Sources

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Tagline, design page Large photo would be nice

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EXECUTIVE SUMMARY T

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his past September, Agency XXXVI was charged with the task of helping to re-launch Under Armour’s latest acquisition, the MapMyFitness application. Since then, every member of our creative team has been working vigorously to develop a cohesive integrated marketing communications plan to answer that challenge.

Our mission seemed to represent a double-edged sword: to reposition MapMyFitness as a life extending application that contributes to the overall equity of the Under Armour brand, and to extend its positive influence to include the app’s users, without impacting the loyalty and brand equity the MapMyFitness brand currently enjoys. The positive outcome of this acquisition needs to be clearly understood by both brand loyalists.

Both core customer bases are dedicated+to their own physical fitness and general health. These young adults are nonetheless fashion-conscious and want to feel confident, stylish, and secure while facing the demands of their busy schedules and dynamic lifestyles. They take pride in their appearance, even while working out, exercising or going about their everyday activities. We believe that this is a “perfect storm” for repositioning the app as a userfriendly, healthy lifestyle tool.

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The Agency XXXVI team conducted primary and secondary research that generated a comprehensive foundation for the campaign by gathering information regarding the current market situation as well as its potential for growth within the industry.

The agency believes that Under

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Armour can offer this life-changing tool as a seamless fit for its mission and vision. At the same time, we feel that the MapMyFitness community will embrace the advantages Under Armour brings to the table. The agency has crafted a comprehensive integrated marketing communications plan,

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which will reinforce the fact that Under Armour and MapMyFitness form a perfect team for recharging users’ lives.

To connect with the target audience of 18-45 year old adults, all marketing communications will link inspired creative, a strategically placed mix of traditional and

emerging media, and a cleverly designed public relations campaign that will that will offer a unified theme. The agency has carefully constructed a plan that will result in a favorable ROI by maximizing the company’s potential for overall profitability and growth. We are convinced that this plan provides

a flexible marketing mix that will yield a broader reach and a more favorable frequency for exploiting this ever-growing market segment of fitness focused adults. Agency XXXVI is enthusiastically looking forward to helping Under Armour implement this strategy effectively and efficiently.

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SITUATIONAL ANALYSIS U

nder Armour is the leader in the design, creation and sale of performance apparel and has dominated the industry since its start in 1996. The popularity of personal fitness, exercise, yoga and increased physical activity has been propelling the growth of athletic apparel sales in recent years. Under Armour has ridden this wave to the top of this industry through the consistent launch of new, technologically advanced, high quality performance products in various categories. The company has carefully crafted its reputation for success around its aggressive and intense brand personality.

In addition, the growth trends in all of these activities have been fueled by the ever-increasing use of social media, where online + communities have organically sprouted up among runners, cyclists, yoga practitioners, fitness, exercise and workout enthusiasts, skiers, surfers, et al.

Under Armour acquired the mobile application, MapMyFitness in November 2013. Users of the app can set their own personal or group goals, analyze their performance, maximize their potential and even share the results with others on social media.

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The pairing of the MapMyFitness app with the Under Armour brand represents tremendous potential for the company’s future growth. + Agency XXXVI is confident that we can successfully answer Under Armour’s call for help in launching the app, and its new 24/7 feature to unite both the loyal users of MapMyFitness and Under

Armour’s core customer base. The agency believes it can develop a carefully crafted, fully integrated marketing communications strategy that will position the app as yet another technological advancement that will continue to reinforce the Under Armour brand as the premiere provider of performance enhancing apparel and accessories.

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AN OVERVIEW

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THE COMPANY

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nder Armour was founded in 1996 by current Chairman and CEO Kevin Plank. The company’s headquarters are located in Baltimore, Maryland.

A former football player at the University of Maryland, Plank recognized the need for a shirt that kept sweating athletes dry and cool. He designed a T-shirt that “wicked” moisture from the body and kept athletes cool, dry, and weightless. The success of Plank’s first prototype T-shirt was the catalyst for setting up his company. Later, he made his first team sale to Georgia Tech. Other college teams soon followed,

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making Under Armour their official sponsor. The company soon had exclusive contracts with MLB, the NFL and USA Baseball. After launching its first women’s product line in 2003, Under Armour signed contracts with roughly 400 NCAA women’s sports teams.

The company created new popular performance compression gear product+lines including: HeatGear®, ColdGear®, and AllSeasonGear®. Under Armour has since designed diverse product lines including everything from performance apparel to footwear – and everything in between.

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THE CULTURE

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nder Armour’s mission statement drives all of its work: ”Our culture is fast, hard-hitting, strong, passionate, dynamic, unique, special – it’s the ultimate experience”. The

Also in 2003, the brand launched its first advertising campaign PROTECT THIS HOUSE®, changing the face of the Under Armour brand forever. Four years later, the company opened its first retail store in Annapolis, Maryland. Today, Under Armour offers performance apparel and accessories for active men and women, as well as young boys and girls. Most recently, Under Armour purchased the MapMyFitness application in 2013 for $150 million.

Although 95% of its sales are generated in the United States, Under Armour is now a global business with operations in Europe and Asia, with products sold primarily in Austria, France, Germany, Ireland, and the United Kingdom. Approximately 70% of Under Armour’s sales are through its wholesale business to customers including Cabela’s, the Army and Air Force Exchange, Dick’s Sporting Goods and The Sports Authority. More recently, Under Armour’s overall + success has been aided by the rapid growth of its direct-to-consumer business that generates higher profit margins.

company readily embraces change. Its vision is to “make all athletes better through passion, design, and the relentless pursuit of innovation.”

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FINANCIALS

Revenue

his graph analyzes Under Armour’s net income and revenue from 2009 through 2013.

Under Armour’s growth has been astonishing as net income grew from $34 million in 2009 to a reported $170 million in 2013 – five times the 2009 results. One can safely assume that Under Armour will again increase both its revenue and net income in 2014.

$3B

$170M

$2.4B

$136M

$1.8B

$102M

$1.2B

$68M

$600M

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Revenue

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Net Income

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$34M

Net Income

UNDER ARMOUR’S NET INCOME

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his chart compares net revenues, income and gross margins through Q3, 2014 to 2013.

Net revenues in 2014 increased by 30% to $938 million. The third quarter net income increased 22% to $89 million compared to last year’s numbers of $73 million. Under Armour’s gross margins for 2014’s third quarter grew to 49.6%, up from 48.4% a year prior.

Under Armour continues to experience continuous growth and anticipates even more growth for 2014. Initially, the company estimated 2014 net revenues to range from $2.98 billion to $3.0 billion, based upon third quarter reports.

Under Armour now anticipates 2014 net revenues to reach approximately $3.03 billion, actually representing 30% growth worldwide as a result of the momentum and growing+ confidence in footwear and international sales accelerating to 50% and 94%, respectively in the third quarter, according to CEO, Kevin Plank. He also cited the success of the company’s direct-toconsumer business, the debut of local European eCommerce sites and the I WILL WHAT I WANT™ global women’s campaign as contributing factors to the recent boost in revenues. Mr. Plank added: “Our plans of crossing $3 billion + in net revenues and achieving 30% growth this year represent significant milestones for the Brand, but we believe we are just getting started. We are delivering consistent top line results while making the right investments to support both the near-term and long-term opportunities of the Brand. This includes investments to build world-class design and innovation capabilities for all of our products, accelerate our international footprint, and expand.”

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he sporting and athletic goods industry is nearly a $135 billion industry, with a recent history of growing by as much as 25% annually. Under Armour has experienced as much as 25%-30% increase during the same timeframe.

Under Armour initially carved out a niche for athletic performance apparel from the overall apparel industry, + by focusing on its most innovative product – compression clothing.

The company quickly developed a reputation as an “apparel warrior,” and became the leading brand in that category. They gained an even larger share of that market by introducing

product lines for women and youth. Under Armour continued to grow in the category by adding footwear to its product offerings as well. The company is now an official footwear supplier for the big three: the NFL, MLB, and the NBA. Although apparel has contributed over 76% of the total sales, accessories have become a new sector to watch.

Currently, accessories account for approximately 9% of its sales. A noteworthy introduction within this industry has been the addition of technological accessories for exercising and working out. Under Armour has recognized the potential for further growth + that this trend represents.

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INDUSTRY

CURRENT COMPETITION

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hile Nike, Adidas and Columbia Sportswear have built their brands in the larger sportswear industry, they have also competed in the athletic performance apparel + category and the technological accessory sector as well. All three are among the top competitors for Under Armour within this fast-growing marketplace. Nike and Adidas are the market share leaders with over $25 billion and

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nearly + $20 billion in revenues, respectively; while Under Armour and Columbia Sportswear seem dwarfed in comparison with the former just below $2 billion, and the latter at even less. On the other hand, while Nike is the net profit margin leader with just shy of 10%, Under + Armour is in second place at approximately 7%. Columbia Sportswear follows at just below 6%, with Adidas at less than 5%.

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REVENUES

PROFIT MARGINS 14.98%

$30B

11.98%

$24B 8.99%

$18B

7.57% 5.99%

$12B

3%

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NIKE

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ADIDAS

COLUMBIA SPORTSWEAR

NIKE

The graph to the left displays the annual sales for all the top competitors, as well as for Under Armour for the year 2013. The graph on the right shows the net profit margin for Under Armour and the same competitors for 2013.

+ POTENTIAL COMPETITION

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ealth and fitness trends have enjoyed increasing popularity over the last few years. There are many options from which to choose, whether you’re looking to track your running or your diet.

The use of these apps is growing exponentially. Between December 2013 and June 2014, the use of health and fitness apps grew 62% in comparison to use of more general apps, which grew just 33%.

The top three competitive + with 40 apps are MyFitnessPal million users, RunKeeper with 30 million users and Nike+ Running, which has 18 million users.

MyFitnessPal is a free app offered in partnership with Facebook, and is targeted to consumers who live active lifestyles and are looking to lose weight, by tracking their daily workouts and eating habits

to maintain their health. This application does not provide real-time data, but does track what workout was completed – + for how long, at what intensity and the calories burned. The app also offers hundreds of workouts and the proper duration of each exercise, along with recommended repetitions. The app also supports well-known diet plans and allows users to log meals and + track caloric intake. Discussion forums let users learn from others, share tips, and offer encouragement as a member of its online community.

The Nike+ Running app is free and tracks users’ routes, distance, pace, time and calories using a smart phone. An optional FuelBand accessory can help track and record the information, without requiring any other product

to retrieve the information during physical activity. This app uses the phone’s GPS, and accelerometer to accurately track the distance of the run, pace and time. The NikeCoach feature provides immediate feedback and motivation to the consumer during the workout. Nike+ Photo Sharing enables users+to capture images. Nike+ Challenges allows for the sharing of motivational feedback and specific challenges with friends, during and after runs. The Nike+ Powersong feature encourages users to play their favorite music and choose a “power song” for an extra boost.

RunKeeper is one of the most frequently downloaded running apps of all time. (Life Hacker’s 2012 Best Running App!) It’s very reliable and can be used for running, jogging, training

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track cadence and steps. The Pebble Smartwatch can also track all users’ stats. RunKeeper automatically integrates with users’ phone music apps.

Syncing the best fitness apps with runkeeper.com enables consumers to monitor nutrition, sleep, weight, step tracking, and calorie counting. RunKeeper also supports: the MyFitnessPal calorie tracking app, Fitbit activity monitoring devices, Garmin Forerunner GPS watches and Garmin Connect,+Withings wifi scales, Sleep Cycle app, along with hundreds of other apps and devices like Lose it, Jawbone Up, GymPact, Earndit, Fitocracy, Zombies Run, Gym Hero, pedometers and more.

Another important competitor is the Apple Health App V that offers an easy to read dashboard of users’ health and fitness data. Apple has also created a new tool for developers +

called HealthKit, which allows health and fitness apps to work together, and work harder, for users. This health and fitness app collects data on heart rate, calories burned, blood sugar, and cholesterol – all in one place providing a clear and current health summary. It also allows for the tracking of body measurements, fitness, nutrition, results, sleep, and vitals. This application acts as a hub for storing all pertinent health information, from which consumers can select information to be released and shared with any health and fitness application they choose. For example, users can allow the data from their blood pressure app to be automatically shared with a + or any other healthcare doctor providers. Or, consumers might allow a nutrition app to “alert” other fitness apps how many calories were charted each day.

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workouts and even cycling – for multiple skill levels. This free app can be used with a smart phone and a computer, and is very social media friendly, allowing users to share and post personal accomplishments for others to see. The built-in GPS system keeps track of pace and the distance covered on a map, while users can also track calories burned or chart weight loss and crush training goals.

User information is provided in real time and is always easy to retrieve. The app affords users the opportunity to follow training plan workouts or create their own with audio coaching and get audio updates about calorie count, pace, speed, mileage.

RunKeeper can be synced with a Bluetooth Smart or ANT+ heart rate monitor (Wahoo Blue HR, Polar H7, Garmin HRM, and others) to track heart rate. iPhone 5s work with the app to

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PRODUCTS

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nder Armour’s financial triumph has come from the popularity of its athletic apparel.

They have traditionally created clothing for consumers who strive to be physically fit and who participate actively at all levels of sport.

Under Armour offers a plethora of products, including underwear and outerwear, tops, bottoms, shoes + for running, training, field and court sports, as well as numerous accessories. UA weather-specific gear is marketed under three different trademarked materials: HeatGear®, ColdGear®, and AllSeasonGear®. In response to customer feedback, the company also developed and launched apparel that is less form fitting and more comfortable than its compression gear, by including+ its uniquely designed “charged cotton” technology. Although

its apparel sales account for over 76% of the company’s total sales, its accessories account for nearly 10%. The company also began exploring performance gear and accessories that incorporate specific technology in their design for measuring consumers’ heart rate and other healthrelated reactions as they exercise.

Agency XXXVI believes that Under Armour’s strong brand equity, consistent growth and financial success is directly related to its uncanny ability to incorporate “state-of-theart” technological advances into the development, design and production of its product offerings for consumers. That is why we believe that the MapMyFitness application represents yet another opportunity for Under Armour to stake its claim as the most forward-thinking company in the performance apparel industry.

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apMyFitness is a tracking application that connects with more than 400 wearable fitness-tracking devices such as the Armour39, Jawbone and Fitbit.

The application allows users to choose from over one hundred different activities, select or create their own routes and connect to their iTunes playlists so that they can listen to music while working out. Exercises can be inputted manually or through a wearable device, and the application measures the user’s distance, pace, duration and calories burned.

MapMyFitness’ latest update includes a new feature called “24/7.” The 24/7 feature

CONSUMERS

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he current MapMyFitness app attracts both male and female users ranging in age from 18-45 who are technologically savvy and like to track their personal performance, using a smartphone while hiking, running, biking, + and more. While walking, jogging Under Armour has built its brand around a core customer base of male and female athletes, it has successfully begun to reposition the brand more favorably to former athletes and consumers focused on healthy, active lifestyles that include all types of exercise, fitness, yoga and personal workout routines.

These consumers care about staying in shape and maintaining personal wellness while tracking and sharing their progress in achieving their individual goals.

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allows for all day activity tracking, added connectivity to third-party devices and a plan to integrate Apple’s “HealthKit,” which is part of its new Health application for the Apple iOS 8 update.

With the 24/7 update, MapMyFitness users can view an activity graph, which tracks their total steps, distance, workouts, calories burned, time asleep, and more—all in one, + concise dashboard. In order to use this feature, however, the user must connect a compatible device, or use the M7 or M8 motion coprocessor available in the iPhone 5S, iPhone 6 and iPhone 6 Plus.

These consumers include young + professionals and somewhat older adults whose careers require personal ambition and dedication that translate into a focus on personal fitness and performance.

Under Armour’s newest campaign geared toward women (I Will What I Want), speaks directly to the women of this+target group.

It is also important to note that the MapMyFitness app does not focus on exercise alone; but rather, it offers information regarding nutrition and sleep as well. For this reason, the app will appeal to consumers who are concerned with the bigger picture of lifestyle and its overall impact on their health – of special interest to the upper end of the target audience.

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MAPMYFITNESS 24/7

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SWOT ANALYSIS STRENGTHS

WEAKNESSES

• Solid retail & eCommerce growth • Celebrity endorsements • Variety of sportswear • Brand awareness & equity

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• No direct, visible UA brand connection to MapMyFitness • Limited awareness of UA acquisition of the app • Apple’s new health app with direct connection to Nike

OPPORTUNITIES

THREATS

• Direct access to new loyal customer base • New technology to keep pace with competition + • Ongoing sales growth potential in technology accessories

• Late entry in app category • Potential reluctance among MapMyFitness advertisers to advertise with an UA owned application • Possible defection of current app users

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RESEARCH RECOMMENDATIONS A

gency XXXVI recommends that the acquisition of this new application be the centerpiece of a new advertising campaign for Under Armour to compete directly with + existing apps offered throughout the performance apparel industry.

The agency believes that the company should seek out partners of other external devices that might help position MapMyFitness as the best “24/7” app on the market for

tracking personal performance and improving wellness. We also recommend cross-product promotions like discounting + the UA 39-heart rate monitor and offering one-year trial MVP MapMyFitness memberships.

Under Armour should also explore possible marketing partnerships with Apple, Android, Samsung, and/or Google to support and include the UA MapMyFitness app as they have done with Apple’s Heath App.

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*While Agency XXXVI recognizes that this Primary Research was somewhat limited in scope, the results and anecdotal data were consistent with the secondary research. The agency recommends that Under Armour conduct additional research to help better define its ongoing marketing strategy for these consumers.

PRIMARY RESEARCH AGES 25-54

AGES 46 & OVER

WOMEN: 335

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PARTICIPANTS

MAPMYFITNESS SURVEY ANALYSIS* MEN: 103

AGES 18-24

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UNKNOWN: 3

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MOBILE FITNESS

APP USAGE - ACTIVITIES

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85%

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HAVE NEVER USED A MOBILE FITNESS DEVICE BUT WERE WILLING TO TRY ONE

RESPONDENTS SAID THEY USE OR WOULD USE A FITNESS APPLICATION FOR:

70% RUNNING +

35% BIKING

OUT OF THOSE WHO HAVE TRIED A MOBILE FITNESS APP:

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HAVE USED HAVE USED MAPMYFITNESS MYFITNESSPAL

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75%

WEAR HEADPHONES THE MAJORITY OF THE TIME WHEN THEY WORK OUT

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29% HIKING

22% OTHER

(ZUMBA, WALKING, ETC.)

APP USAGE - TRACKING/LOGGING

>60%

>30%

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TO TRACK NUTRITION (CALORIC INTAKE)

TO FIND A RUNNING, BIKING OR HIKING ROUTES

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WOULD SHARE THEIR WORK OUT INFO WITH FRIENDS ON SOCIAL MEDIA

TO TRACK WORKOUT (I.E. DURATION, CALORIES BURNED)

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COST/PRICE APPEAL

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WOULD NOT SPEND MONEY ON A MOBILE FITNESS APP

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WOULD BE WILLING TO SPEND $1 TO $2

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WOULD BE WILLING TO SPEND OVER $3

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CLAIMED THEY WOULD NOT WEAR OR PURCHASE AN EXTERNAL DEVICE FOR WORKING OUT, EVEN IF IT PAIRED TO AN APPLICATION THAT GAVE THEM THE WORKOUT-RELATED INFORMATION THEY WERE LOOKING FOR.

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OF RESPONDENTS WOULD SPEND $20 TO $40 ON AN APPLICATION PAIRING DEVICE.

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SAID THEY WOULD BE WILLING TO SPEND $80 TO $100 ON A DEVICE.

+ + THE LIKELIHOOD OF PURCHASING WORKOUT CLOTHING FROM A MOBILE FITNESS APPLICATION:

40% “VERY UNLIKELY”

14% “LIKELY”

2%

“VERY LIKELY”

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MARKETING STRATEGY

LIFERECHARGED MapMyFitness powered by

LIFE RECHARGED

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s an industry leader, Under Armour enjoys a strong position in the athletic apparel and active wear industry, catering to both men and women. The company has a reputation for producing state-of-the-art athletic apparel and for always pushing the limit by incorporating cutting edge technology into its unique product lines.

With its recent purchase of the MapMyFitness application, Under Armour now has an + additional opportunity to be at the forefront of the latest workout technology, and encourage healthy personal lifestyles to interested consumers. By positioning the MapMyFitness platform in a way that increases awareness of the application as part of its

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GOALS

brand, Under Armour will be able to maintain its existing loyal customer base, build brand equity and attract new customers.

Agency XXXVI has created an extensive integrated marketing communications plan to introduce Under Armour’s latest technological acquisition into its + already well-known performance apparel and sporting goods lines in a way that is seamlessly incorporated into Under Armour’s brand mission. It is designed to achieve the company’s marketing goals through the implementation + of a strategy to promote MapMyFitness—the leader in connected fitness – as yet another example of the company’s commitment to enhancing personal performance.

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he goals of this strategy include integrating MapMyFitness into the Under Armour brand to create the ultimate workout experience, and +reinforcing Under Armour’s position as a technologically advanced lifestyle brand. It will ensure that MapMyFitness supports the company’s mission and vision, while positioning Under Armour as the best brand for improving personal performance and health.

SPECIFIC GOALS: • Make MapMyFitness the premiere application for personal fitness and training.+ • Reassure the loyal foundation of MapMyFitness users.

• Reinforce UA brand as a technological leader.

• Build brand equity and grow consumer base by transferring the loyalty of the app’s users to the UA brand .

TARGET MARKET

OBJECTIVES

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s suggested by the research, Agency XXXVI has created a strategy specifically targeting men and women between the ages of 18-45, who pursue active lifestyles in an individual or group environment. They grew up enjoying athletics, and despite their busy lifestyles, remain active and concerned about personal fitness. They seek ways to remain active and maximize their personal performance that fit their busy schedules.

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EVALUATION +

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he initial success of the agency’s marketing communication plan will be measured by comparing awareness of the MapMyFitness app before and after the campaign. The agency will also + monitor the number of new MapMyFitness users, online mentions and searches of the

• Retain current MapMyFitness users while increasing usage from people ages 18-45.

• Drive consumer participation and attendance at events as well as engage users through social media.

• Convert MapMyFitness users to Under Armour customers.

MapMyFitness application, web traffic on, and between both websites and the use of the app for specific UA searches and sales. Event attendance and sales directly linked to them, related social media activity and actual in store visits will provide additional indicators for the evaluation of the campaign’s success.

SUMMARY: LIFE RECHARGED+

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his strategy will position MapMyFitness+as the most innovative personal fitness application on the market and complement Under Armour’s mission to offer products that enhance athletic performance and personal health. We will be recommending an integrated marketing communications

plan with unique creative executions, a carefully targeted media mix and comprehensive public relations and social media strategies. Along with this laser-focused marketing strategy, Agency XXXVI has additional recommendations that will benefit Under Armour’s growth and vision for the future.

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CREATIVE WHO

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apMyFitness is targeted to 1845 year old “former athletes” who may have been more active when they were younger, but now need their lives to be recharged.

It is for those who are no longer playing for their high school teams, nor still competing in organized athletics, but who are nonetheless still interested in getting in shape, keeping fit and improving their health while tracking their personal progress. “Recharging” congers up for consumers the concept of taking control of one’s own destiny for getting back to, and/or staying on track with, living an active healthy lifestyle.

WHAT

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+ will his campaign demonstrate to the target market that UA’s MapMyFitness is the premiere app for setting and tracking exercise, fitness and healthy lifestyle goals on a daily basis. It will also demonstrate that Under Armour is the brand synonymous with healthy living.

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WHEN

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he repositioning launch will be a pulsed campaign running from March-May, re-run + during August-September with a final surge planned for mid October-December.

HOW

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he campaign will reach the target audience by incorporating a strategic media mix including print, out-of-home, radio, television, social media, and the Internet. This inspiring + energizing campaign will and promote healthy lifestyles through the use of the MapMyFitness app, and will reinforce the idea of renewing personal goals by challenging consumers to live a “Life Recharged.”

WHERE+

T

his “Life Recharged” campaign will reach out to smartphone owners in the large metropolitan regions of Baltimore, Chicago and Boston as test markets—areas with consumer populations who are living active lifestyles to improve their health.

WHY

I

n the words of Under Armour president and CEO Kevin Plank, “Today, unfortunately, you know more about your car than you do about your own body.” MapMyFitness seeks to change that by encouraging consumers to live longer, better and healthier lives by helping them set achievable personal performance goals, log pertinent + tracking information and share their victories with their social media communities. In addition, the partnership between Under Armour and MapMyFitness will help reinforce the equity of both brands and help promote sales.

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CREATIVE BRIEF

+

CREATIVE STRATEGY

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he focus of the agency’s “Life Recharged” campaign offers consumers information about Under Armour’s latest technological tool for improving athletic performance and personal wellness by allowing users to set goals, track their progress and share their victories using social media. Now, life’s personal victories – great and small – will not be measured by a number on a scoreboard, but rather on a mobile screen that tracks every activity that the user does throughout his or her day.

The “Life Recharged” campaign will promote MapMyFitness, Under Armour's newly purchased mobile fitness +

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application. MapMyFitness enables users to track everything from what they eat to how many steps they take on their evening walk. In order to help increase awareness of the UA brand and its products, the campaign will promote Under Armour’s latest technology by positioning it as the premiere app for achieving a healthier lifestyle. By using cleverly crafted, bold+and dominant copy along with attractive, colorful and relevant visuals representative of the diverse target market, the agency will convey the importance of achieving personal victories in each user’s life. Agency XXXVI will use a comprehensive mix of traditional, non-traditional,

Internet, social and emerging media to build awareness for the Under Armour brand and the MapMyFitness app in order to gain new users and strengthen existing equity and loyalty for both brands.

The “Life Recharged” campaign will incorporate advertisements that cut through the clutter and capture the imagination and interest of men and women between the ages of 18-45. The creative team will also provide concepts and ideas for graphics and copy to support new and existing website and online communications, promotions and content, as well as to complement the comprehensive public relations efforts outlined later in this plansbook.

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Life Recharged

PRINT ADVERTISEMENTS

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+

gency XXXVI enthusiastically attacked Under Armour’s dual challenge to reposition the recently acquired MapMyFitness app as the best tool for consumers to track and reach their personal fitness and wellness goals, while reinforcing and increasing the overall awareness of, and affinity for the UA Brand.

The “LifeRecharged” campaign focuses on bringing the benefits of this technological health tool to a very diverse target market by delivering strong, visual graphics paired with even stronger, bolder and challenging copy. The background of each advertisement features images of models actively participating + in diverse physical activities, each selected to represent a specific segment of the vast age range of the target audience. The activities vary from biking, to hiking, to running, to yoga and so on, to match the MapMyFitness

10

application’s capability for tracking a wide array of fitness activities. Each model will be wearing Under Armour gear while demonstrating the relentless intensity needed for success in achieving personal goals for a healthier lifestyle.

However, the agency decided that the main focus of each advertisement should be the strong copy +to deliver an initial “knockout punch” to readers, so that they cannot ignore the power and strength of the message.

Overlaying the photographs with the copy, “My Fight. My Challenge. My Victory,” in an exaggerated font of capital letters, calls immediate attention to the importance for consumers to take control of their own individual health. It also reinforces the edgy strength of the Under Armour brand and positions + MapMyFitness as the app that can help.

Additionally, the tagline, “The challenge is in your hands,” offers a straightforward call-to-action, informing consumers that this application is a convenient tool for achieving a healthier lifestyle from the palm of their own hands using an existing mobile device.

To visually reinforce the fact that MapMyFitness is a mobile app, each advertisement will show the MapMyFitness home screen displayed on a smartphone, the website, and a badge indicating that the application is available in the App Store.

Agency XXXVI believes that these advertisements will not only increase usage of the MapMyFitness application, but also, perhaps even more importantly, the campaign will help reinforce the UA brand’s position as a leader at the technological forefront, guiding consumers to set and achieve healthy and prosperous lifestyles.

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Life Recharged

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OUT-OF-HOME

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he billboards for this campaign were created to complement the “Life Recharged” print advertisements. Agency XXXVI wanted to target commuters familiar with the print ads and enable them to instantly recognize + the billboards as part of the overall campaign. The billboards seek to capture the attention of the target demographic quickly, while they travel throughout their busy day-

+ to-day lives, driving to work, school or on other errands. To accomplish this, the graphic images reveal individuals engaging in various physical activities that will appeal + paired with to the target audience, the same bold, eye-catching font from the print ads. The copy is displayed in different weights to emphasize certain words.

Like the print advertisements, the strong

tagline, “The challenge is in your hands,” is the focal point and call-to-action for the billboards. + Similarly, to reinforce the fact that MapMyFitness is a mobile app, the billboards will also feature the MapMyFitness home screen displayed on a smartphone, the website and a badge indicating that the application is available at the App Store.

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LIFERECHARGED MapMyFitness powered by

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+ “VICTORY IS ALWAYS POSSIBLE FOR THE PERSON WHO REFUSES TO STOP FIGHTING.” - NAPOLEON HILL

he “Victory Postcard” was created to instigate interactive advertising among the target audience. People will be encouraged to send the card to someone in their life that has accomplished something, whether it is big or small, with their congratulations. The postcard features two Under Armour water bottles, clinking together in salute, accompanied by the copy, “Life’s challenges depend on small choices. Cheers to your victory.”

Life Recharged

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TEAR HERE AND SEND TO A FRIEND.

CHEERS TO YOUR VICTORY

+ POSTCARD

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NO POSTAGE NECESSARY IF MAILED WITHIN THE UNITED STATES +

TEAR HERE AND SEND TO A FRIEND.

Life’s challenges depend on smart choices.

The back of the card has + a quote by Napoleon Hill, an American author, which reads, “Victory is always possible for the person who refuses to stop fighting.”

The quote and postcard’s copy complements the rest of the “Life Recharged” campaign by emphasizing the importance of everyday achievements that can result in life’s victories.

Agency XXXVI suggests that the postcards have pre-

paid postage to make it easier for consumers to participate.

The postcards+will be inserted into magazines facing the LifeRecharged campaign’s print advertisements. Overruns of the postcards can also be handed out at Under Armour retail stores and events. Consumers can then write a card to a recipient at the store or an event so Under Armour can later collect and post them.

RADIO

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his 30-second radio advertisement was created to appeal to and inspire competitive, health and fitness-focused consumers through its clever, challenging tone. The script also embodies Under Armour’s passionate commitment to enhancing personal athletic performance and success. In addition, this radio spot directly connects the MapMyFitness and Under Armour brands. Listeners will understand that personal goals can be easily mapped and tracked, and victory can be achieved with Under Armour and MapMyFitness. The radio advertisement supports getting back on track, with a determined and renewed commitment to a “Life Recharged.”

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SCRIPT Music: “Eye of the Tiger”Survivor

The beat just fades in. Lowers as the announcers start speaking.

(8-11 seconds of the song)

Man:

“Once a fighter, always a fighter.

You never lose that urge to compete, so get back out there.”

+ Woman:

“Under Armour wants you to replenish and revive your fitness. We teamed up with MapMyFitness, to create a health driven lifestyle that anyone with the power to commit can live by.”

SFX:

Slow beating, dramatic drum in the background.

Man:

+

Woman:

+ +

“Bring your determination, drive, and strength to become the champion of your own health.”

“Download the MapMyFitness + and app to achieve your goals share your progress. Track your daily nutrition and fitness to live a better, stronger, and healthier life.”

Man:

“Celebrate all of your victories with Under Armour. Be the MVP of your own fitness.”

Woman:

“Get ready for a LIFE RECHARGED – all in the palm of your hand!”

Music:

Fades into the chorus. (1:37-1:44)

powered by Under Armour 29

A

gency XXXVI’s primary objective in creating the Under Armour MapMyFitness video and television ad was to demonstrate all that the app has to offer for mapping out a regular daily fitness routine for consumers committed to a variety of physical activities. With Under Armour’s 24/7 activity tracking feature in mind, the video and television spot will cover the MapMyFitness app’s most popular features including MapMyRun, MapMyRide, and MapMyHike, along with some of

the other popular features within the app. This video was filmed in Baltimore and includes the many scenic areas of Under Armour’s hometown. (The ad can also be filmed or edited to highlight scenes from the two other targeted communities, as well.) The script features an on-going narrative of six different people from the demographic target of 18-45 year olds going about their+day using the app. The ad’s appeal will be its memorable storyline that whatever activity your fitness plan includes, the MapMyFitness app

Visual

makes it all possible – very simply, and all in the palm of your hand.

The commercial begins with a person waking up with the MapMyFitness’s sleep tracker, transitions to the use of MapMyRun and MapMyRide, then switches to show the use of the app’s calorie tracker and MapMyHike feature, concluding by coming full circle to the end of day showing a user going to bed reflecting on the day’s activities and using the sleep tracker. Life well lived is in the palm of your hand!

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TELEVISION AND ONLINE VIDEO

+

AUDIO

1.

“Each morning you are reborn. So rise up, start fresh and seize the bright opportunity in each day.”

+

+ +

2.

+ “You are in charge of your change. You’re the champion of your own lifestyle.”

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Life Recharged

3.

“With power and a healthy mindset. Your choices can become your personal victories.”

10

+

4.

+ “By tracking each day’s accomplishments, you can have the life you’ve been dreaming of.”

+

5.

+ “Download Under Armour’s MapMyFitness to help you become a winner.” +

+

6.

+

“It’s never too late to begin your life recharged.”

powered by Under Armour

31

A

gency XXXVI also recommends that Under Armour support the “Life Recharged” campaign in its retail stores throughout the test markets. Employees in these stores should be specifically trained as MapMyFitness Retail Ambassadors to demonstrate the special features, advantages and benefits of the application.

These retail locations will also house a MapMyFitness interactive computer kiosk where consumers can explore the app, firsthand.

Large reproductions of the “Life Recharged” ads and billboards could be incorporated into the stores’ merchandising layout and design, serving as kiosk locators, wall banners, ceiling hangers, and sectional displays to call attention to specific product lines relevant to the app’s functions

– MapMyRun, MapMyHike, MapMyWalk, etc. Streaming video of the campaign’s TV commercial and YouTube videos should be running on big screens inside and outside of the stores.

Throughout the campaign, sales receipts and/or collateral “bag stuffers” will feature QR codes for accessing the MapMyFitness app to learn about special “physical” challenges,+promotions and events, etc. Shopping bags featuring the “Motherboard” Logo, the “Life Recharged” powered by Under Armour” slogan and the mapmyfitness.com website should be distributed with all purchases throughout the campaign, transforming customers into “walking billboards” as they travel among other shoppers.

To launch all of these efforts, these stores will host and

+

promote UA MapMyFitness – “Life Recharged” Kickoff Days – outfitting employees in its specially designed UA MMF/ Life Recharged T-shirts, while conducting user mini-clinics, onsite exercise and fitness competitions, social media contests with live Big Screen video streaming of participants and the app in use, real-time social media postings, special purchases, prizes, and more.

All of these retail efforts will serve to reinforce the overall goals of the campaign to herald the MapMyFitness app as the latest technological advancement under the UA brand, to entice downloads of the app, to drive + traffic to retail and to clearly link the power of these two brands together to inspire crossover use of both.

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IN STORE

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Life Recharged

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powered by Under Armour 33

MEDIA STRATEGY

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ith Under Armour’s new acquisition, MapMyFitness, an important aspect of the integrated marketing campaign presented by Agency XXXVI is to increase awareness of the application in certain, carefully selected test markets.

The agency has targeted Chicago, where a new flagship store opens in March; Baltimore, the hometown of its corporate headquarters; and Boston, where its retail presence already caters to a concentrated collegiate population and an enthusiastic, sports-crazed city.

Agency XXXVI recommends using the following media mix in these markets: Television commercials will allow us to tell memorable stories linking + the MapMyFitness app directly to the UA brand, and will be aired on stations that target men and women, ages 18-45.

Diverse programming options will enable us to expand our reach.

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Life Recharged

Magazine advertising will allow us to directly target active consumers whose lifestyles mesh well with the distinct areas of interest under the MapMyFitness + umbrella: MapMyHike, MapMyBike, MapMyRun and MapMyFitness.

Social Media is accessible anywhere and everywhere.

Whether it is by cell phone, laptop, or tablet, a user can access an account and stay up to date, 24/7.

We want to ensure that Under Armour maintains a strong social media advertising presence so that no matter where consumers are, + MapMyFitness will always be by their side.

Radio and Out-of-Home advertising will reinforce the messages presented in other media, to busy travellers and commuters, by allowing us to target specific stations and + of the three locations in each cities. This will enable us to cater to the broadest consumer base.

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MEDIA

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MEDIA MIX TELEVISION

T

he wide range in ages and interests of this consumer target affords us an opportunity to expand Under Armour’s presence beyond the sport networks.

Television is the perfect medium for brand building through storytelling. Our focus is on linking these two strong brands as a healthy benefit for these consumers.

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10

Advertisements will run on both broadcast and cable stations like the Discovery Channel and NBC, as well as ESPN. In addition, we recommend including local sports networks in Baltimore, Boston and Chicago: MASN, NESN and Comcast Sports Network Chicago. High-volume

programming is targeted during the morning hours between 7:00 a.m. and 10:00 a.m., midafternoon between 3:00 p.m. and 5:00 p.m. and primetime or late night between 9:00 p.m. and 1:00 a.m. These times are often when working adults go to the gym and focus on exercise, personal fitness and other healthy activities.

NBC

during programs such as Chicago Fire and The Tonight Show with Jimmy Fallon will help reinforce the Life Recharged messages.

+

+ ESPN

Agency XXXVI also recommends that commercials be aired during programming on ESPN. The network is highly rated year-round, and the MapMyFitness commercials can be scheduled at strategic times throughout the day.

+ Discovery Channel

The agency recommends airing commercials on the Discovery Channel, especially during Shark Week, which is very popular with both men and women, ages 18-45. Shark Week is a highly anticipated event and generates significant buzz on social media among fans year round. When people are asked if they watch Discovery, or to name specific programming, many mention Shark Week.

+ NBC provides a platform for

some of the highest-rated television programming for our target markets throughout the day. Early in the morning, commercials will be aired during The Today Show for consumers who are just starting their day and can be inspired to use + the app throughout the day.

At the end of the workday, around 4:00 p.m., commercials will be aired during The Ellen DeGeneres Show for women in the mid-range of our target demographic, inspiring them to take control of their lives. Ellen has a reputation of broadcasting quality and influential material, so MapMyFitness would be a perfect fit during that timeslot.

During the primetime and late-night hours, the ads will target men of all ages. Commercials aired

Regional Programming +

NESN, MASN and Comcast Sports Net Chicago (CSN) are regional network television stations in Boston, Baltimore/ Washington D.C. and Chicago, respectively. Each station airs sports programming local to each city. Because Under Armour has a mission to be ever present in the community, MapMyFitness commercials airing on these regional sports networks will forge a special link between the brand and the very loyal, local following in these cities.

powered by Under Armour 35

MAGAZINES: rint advertising is an effective way to target consumers in a niche market through specific publications of interest to them.

Unlike mainstream media—such as television and social media that have broader appeal—magazines allow advertisers to capture the attention of targeted consumers and reinforce brand loyalty.

Agency XXXVI’s print advertising is targeted to those dedicated to healthy lifestyles and fitness.

Print advertising offers a longer life cycle through sports-related subscriptions, extended shelf life and “pass along” readership. The “Life Recharged” campaign will resonate with health-conscious consumers, fitness enthusiasts and those interested in sports activities and training.

SPORTS ILLUSTRATED

Sports Illustrated is a weekly magazine with over 3.5 million subscribers. Advertisements in this magazine definitely reach an audience interested in sports and + personal fitness. Sports Illustrated regularly features high-profile celebrities and athletes on its covers, which attracts many new readers, along with regular subscribers. The release of its Swimsuit Issue draws an even more diverse readership audience.

WOMEN’S HEALTH

This popular magazine has a circulation of over 1.5 million subscribers. The magazine includes information for women

36

Life Recharged

+

on nutrition and weight loss, along with lifestyle advice like how to dress for one’s body type. The magazine offers encouragement for women to create better, healthier lifestyles. + The “Life Recharged” campaign would be very well received in this publication by women looking to get in shape or focused on fitness, and who would feel very comfortable trying the MapMyFitness application.

Moreover, loyal readers might + to buy Under be more inclined Armour fitness gear as a result.

ESPN MAGAZINE

ESPN has a large audience ranging from college-aged subscribers, to professionals, to families simply interested in collegiate and national sports.

This bi-weekly magazine covers Major League Baseball, the National Basketball Association,

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P

the National Football League and + the National Hockey League, as well as college basketball and football. Although ESPN subscribers are predominately male, this light-hearted magazine is a cohesive fit for the “Life Recharged” campaign because its readers are most likely still interested in maintaining their personal fitness, exercise routines and healthy lifestyles.

BICYCLING MAGAZINE

+ prints 11 issues

Bicycling annually and focuses on road biking, mountain biking and cycling. The magazine includes reviews for bikes, trails and gear, as well as training articles.

Placing print advertisements in this niche publication would serve to encourage the use of the MapMyFitness application among active biking enthusiasts.

RADIO

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esides being a medium that allows advertisers to reach a large number of consumers everyday at an affordable cost, radio engages loyal listeners throughout the day. Therefore, Agency XXXVI will place messages at select times, including both morning and afternoon commuter rush hours. These ads will help maximize both the reach and frequency of the overall campaign.

In addition to + the use of multiple broadcast stations in each of the test markets, the agency will place ads on Internet radio providers like Pandora and Spotify.

+

+

Baltimore

Agency XXXVI will broadcast advertisements to country fans of all ages on the popular radio station WPOC 93.1 FM, which calls itself “Baltimore’s country station.”

A second station recommended for this market is WZFT 104.3 FM, “Baltimore’s New Hit Music Channel,” which is popular with the younger demographic we are targeting.

Chicago

WGCI 107.5 FM programs very popular hip-hop and R&B music to the younger people in this market with interests in this popular music genre.

Another radio station that the agency recommends is WBIG 1280 AM, which broadcasts a mixed of talk radio, shopping and sports segments, and has a very strong, loyal following.

Boston

+ +

WHJY 94.1 is a rock music station out of Providence, + Rhode Island. Providence is considered a “bedroom community” of Boston, so this station will increase our reach by capturing listeners in both cities. The music ranges from the 1970s to today’s modern rock, appealing to a wide range of our target demographic.

The other recommended station for this area is WXKS 107.9 FM, better known as Kiss108, which plays popular contemporary hits.

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STRATEGY

A

gency XXXVI suggests Internet activities like homepage takeovers, YouTube videos, Internet-based radio ads, web banners, search engine optimization, blogs, etc. to drive consumers to the MapMyFitness and Under Armour websites.

OBJECTIVES

T

he combined effect of maintaining a focused presence on these various interactive media will help foster communication between the loyal supporters of both brands.

MICROSITE

T

he agency will create an MMF microsite within the UA website where users can build online communities to share fitness routines, healthy recipes, and blog posts. This microsite will also connect all of the recommended social media outlets to one+another.

The microsite will feature a blog where the company will post four to five times a week, providing relevant news, user victories, health and fitness tips.

The microsite will also offer workouts, yoga poses, and lifestyle suggestions from both Under Armour and members of the online communities.

The microsite will feature a specific section dedicated to the Under Armour public relations community, campus events and

38

Life Recharged

in store promotions. There will be an events calendar, links to every social media outlet, and a direct link to the Under Armour online store.

could be additional advertising opportunities to use video overlays as viewers select content as well.

WEB BANNERS

G

W

eb banner ads will play a significant role in supporting the “Life Recharged” campaign. These banners have + streaming been designed as three images that will rotate, while the “call-to-action” message – “The Challenge is in your hands!” – remains static to trigger clicks through a direct link to the underarmour/mapmyfitness.com microsite. There, visitors will be greeted by a uniquely crafted “Victory Starts Here” message, encouraging them to take hold of their own health and fitness.

+ YOUTUBE

Y

ouTube allows advertisers to post videos that allow more time for storytelling than traditional television. As long as these videos are interesting and have some unique production + value, they will pique the interest of consumers who view them and will help to create the wordof-mouth buzz that drive other viewers to watch for themselves.

Under Armour should produce separate versions of the television ad, videos of community events, and any social media submissions generated by app users. The microsite and blogs will also drive traffic to view these videos. There

GOOGLE ADWORDS oogle’s search engine page allows Under Armour to pay for prominent positions when someone enters a keyword initiating an Internet search.

Some possible keywords are Under Armour, apparel, workout clothing, tops, hoodies, yoga wear, exercise clothing, “Life Recharged,” tee shirts, MapMyFitness, MapMyRun, MapMyRide, etc.

+

ONLINE

+ BLOGS & WEBSITES

T

he agency suggests that Under Armour team up with bloggers who specialize in fitness, exercise, nutrition, and fashion.

These blogs already reach this target audience offering specific kinds of information like workout regimens, exercise routines, recipes, dietary recommendations, lifestyle tips, and more. This can help germinate + Under Armour blogging communities. We recommend that web banner ads placed on appropriately relevant websites popular with the target audience can serve to reinforce the ad campaign, and help reposition the MapMyFitness app as Under Armour’s latest technological tool for recharging your life!

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SOCIAL MEDIA A

gency XXXVI believes that a comprehensive social media strategy is a vital component of the overall integrated marketing communications plan for the new MapMyFitness campaign.

The various social media outlets selected will also serve as important support for the various public relations initiatives throughout the entire campaign.

Facebook, Instagram and Twitter will facilitate real-time connections

with users helping to expand their interest in the UA brand. These connections will be reinforced by other platforms such as Pinterest, YouTube, and other interactive + smartphone applications. The use of social media will demonstrate that Under Armour understands the mindset of competitive athletes. Further, there are additional opportunities to include partnership promotions with some of these social media platforms.

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SOCIAL MEDIA STRATEGY

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CONTENT

S

ince social media involves organic posts, there are no external costs for exploiting these channels as part of the advertising campaign. However, Agency XXXVI is committed to its core values regarding personal and corporate integrity, and honesty in all of its communications + in the use of efforts – especially social media. Hosting social media

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Life Recharged

hubs and managing, editing and posting content does require a significant effort on the part of our clients in order to remain committed to presenting fresh, relevant and truthful content to the online communities they serve. Clients are urged to be diligent in ensuring the accuracy and professionalism in all their social media communications. +

MAPMYRUN AND SPEEDFORM

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n addition to the social media support for the overall campaign outlined later in this document, the agency also recognizes that additional cross-promotional social media opportunities exist.

These cross-promotions can reinforce the acquisition of the MapMyFitness application as yet another strategic element of Under Armour’s commitment to pursuing technological innovation in all of its product offerings to help consumers maximize their personal athletic performance. For example, the agency recommends

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that Under Armour aggressively promote the use of the interactive MapMyFitness mobile app’s MapMyRun feature to all of its SpeedForm customer data bases and on its website. This robust feature, specifically designed to allow individual runners to map their routes, track their progress, and share their information with friends, is an ideal way for Under Armour to support SpeedForm’s + loyal following. The sharability feature will be key in its potential marketability, and the agency believes that offering it directly to SpeedForm customers would be

ALTERNATIVE +MEDIA

T

he agency further suggests that the company place informational SpeedForm product videos on YouTube, including information about the UA MapMyFitness app’s MapMyRun feature directly linking the two brands for viewers.

The channel could showcase the latest MapMyFitness television spots, as well as other original video content. The YouTube account will be managed + and operated based on a carefully planned content calendar, designating which informational and promotional videos will be released. Frequent posts will be made to increase and maintain viewer engagement.

Under Armour should also consider becoming a featured partner of BuzzFeed, which will allow the company to create sponsored content on BuzzFeed’s homepage, which

draws over 25 million visitors per month. 75% percent of these visitors search this site exclusively + to find shareable content. This will promote the MapMyFitness app, its MapMyRun feature and the UA brand by encouraging consumer engagement with other linked social media platforms, the UA website and to the MapMyFitness application itself. +

ThingLink is another unique content sharing tool, which allows companies to link content that can be embedded in a single image or video to its various social media platforms.

This effectively pushes significant brand content in one easy posting. Thinglinks could be also featured in several Facebook and Twitter posts in order to drive traffic to all of UA’s social media platforms, its website and the MapMyFitness application, as well.

ideal for showcasing the value of this technology.

Agency XXXVI also encourages Under Armour to include product information cards listing important technology features, as well as QR codes linking all of the brand’s social media platforms, as well as the MapMyFitness app and its MapMyRun feature, inside of every box of SpeedForm shoes sold.

This will encourage consumer participation and promote interaction with the brand by driving significant traffic to UA’s multiple social media platforms.

SUMMARY

U

nder Armour should employ this same cross-promotional strategy with any product line where this application might be positioned as a technological advancement for enhancing personal athletic performance.

This carefully developed social media strategy is+ designed to support the overall integrated marketing communications plan that Agency XXXVI created to help position the Under Armour MapMyFitness application as the best app for consumers to use to reach their health and fitness goals and objectives. At the same time, this strategy can help Under Armour bring attention to its specific product lines and increase its overall brand recognition and equity.

powered by Under Armour

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PUBLIC RELATIONS U

nder Armour built its business by serving a community of athletes and non-athletes alike. This public relations campaign will extend Under Armour’s influence by including MapMyFitness application users.

Agency XXXVI has created a public relations strategy designed to unite both the Under Armour and MapMyFitness consumers. This campaign will

be called “Life Recharged,” to emphasize that integrating MapMyFitness into one’s daily routine will help individuals achieve their personal best, + encouraging users to revitalize their lives by making healthy choices throughout the day.

The agency will utilize social media, special events, promotional programs and other community relations to reach its public relations goals.

GOALS

TACTICS

T

he overall goal is to position MapMyFitness as the best fitness application, and help consumers understand that like Under Armour, the app shares their personal values and mission to emerge victorious + over their daily fitness and health challenges.

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Life Recharged

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he agency will focus on ensuring that the MapMyFitness application will provide its users with the best opportunity to build a community, with friends both near and far by:

+

• Implementing a social media campaign to encourage both + MapMyFitness users and Under Armour consumers to share fitness photos and stories.

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PUBLIC RELATIONS CAMPAIGN: LIFE RECHARGED

+

• Hosting kickoff races and other special events in the targeted markets.

• Promoting MapMyFitness and the new 24/7 feature on select college campuses.

• Improving community relations to increase both the Under Armour and MapMyFitness loyal following.

• Connecting + Under Armour products to the MapMyFitness application, and vice versa.

SOCIAL MEDIA T

+

o cultivate relationships with the MapMyFitness application and consumers, the agency will concentrate our public relations efforts on promoting events and competitions, to create positive reinforcement for all of the MapMyFitness users by building brand awareness and developing a sense of community among them. Social media will be the primary medium for promoting the “Life Recharged” campaign and connecting consumers online by encouraging them to share how the application and the new 24/7 feature impacts their lives.

MapMyFitness pages will be the source for all social media. Social media pages +

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for MapMyRun, MapMyHike, MapMyRide, etc. will be modeled after the existing MapMyFitness pages. These pages will utilize different hashtags depending on the exercise being performed.

The accounts that will be used are preexisting, but our objective is to reinvent them through contests and community engagement. For example, if the company decides + to post about a running event, it would use the hashtag #MapMyRun on the MapMyFitness account. All posts will also tag Under Armour, to connect the brands to one another.

The posts on the social media sites will encourage MapMyFitness users to engage

+

with not only the application, but also with other users. The posts will promote user competitions with one another. The messages that we post will depend on the social media platform being used.

Facebook will promote events and contests. Instagram will urge users to share their photos of their fitness journeys, and Twitter will stimulate conversations between users.

In order to strengthen MapMyFitness’s position on the web, banner ads for MapMyFitness will be posted on Sports Illustrated, Women’s Health, ESPN and Bicycling sites.

When triggered, these banner ads will direct consumers to the MapMyFitness website.

Additionally, to attract more consumers to the website, the agency recommends using search engine optimization keywords like: map, fitness, healthy, “Life Recharged,” lifestyle app, and run.

+ + +

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PROMOTIONS & EVENTS

LIFE RECHARGED RUNNING EVENTS he “Life Recharged” campaign will include running events for all MapMyFitness users through three different cities over a six-month period. Each event will take place on the second Saturday of each month starting in February 2015.

Runs will be located in Washington D.C., Boston, and Baltimore. MapMyFitness users within the area of the event will receive an invitation through the application one month in advance, and will be asked to accept or decline.

On the date of the event, participants will meet at a specified location and run through historic sites within the city. The distance depends on the city in which they participate. Additionally, the final destination will lead them to the finish festival sponsored

by Under Armour, where there

will be food, drinks, UA Gear and demonstrations of the MapMyFitness application and its new 24/7 feature. The goal is to build a community of MapMyFitness users who are all located in the same geographical area. Each event will differ, since we want each city to be exciting and unique for participants. +

At every mile of the race, aid stations will be set up on both sides of the course to accommodate the needs of all participants. Each aid station will provide water, Gatorade and medical personnel.

To involve and engage the community, there will also be cheering and entertainment zones at every half-mile marker. Family and friends of+ the runners will occupy these sites. It is important for Under Armour to engage the surrounding community to help attract volunteers to cheer on

the runners, and expose more people to the MapMyFitness and Under Armour brands.

Additionally the event will give local vendors an incentive to set up stations as well, thereby driving local business to benefit the communities Under Armour serves, as well.

Upon finishing, all participants will receive a medal, a T-shirt and a fanny pack, each featuring the MMF and “Life Recharged” logos. The T-shirts will also specify the location of the run. Additionally, a $100 Under Armour gift card will be given out to the + top 20 runners during the finish festival.

At each event’s finish festival, Aetna (or other suitable healthcare partners) will be present to encourage people to sign up for healthcare plans, promoting healthier lifestyles and reminding people about the importance of taking care of themselves.

+

T

+ WASHINGTON D.C.

T

he Washington D.C. event will take place on March 14, 2015. It will begin at Rock Creek Park and will end at Smithsonian National Zoological Park. The course is essentially a run along Beach Drive. Washington D.C. is well known for its many food trucks, so local food trucks could be invited by the finish festival to cater the event. Additionally, the Flow Yoga Center will be invited to offer demonstrations.

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Life Recharged

+ +

BOSTON

T

+

he Boston event will take place on April 11, 2015. The runners will run to the Under Armour Factory House in Wrentham, Mass. Here, they will be reunited with their family and friends, and enter the finish festival. Once inside the Under Armour store, the runners and their loved ones will walk through a step and repeat, where photographers will give them ticket numbers so that each party can view their photos later on.

10

Local businesses like Dunkin Donuts, The Juice Bar and Zaftig’s Deli will offer food items like pressed juices and smoothies, coffee, protein shakes and sandwiches. Inside the factory, attendees will have the opportunity to sample and purchase various Under Armour products onsite. During the event, various inspirational speakers and local celebrities will speak to the audience. + Participants will be asked to give their feedback on the MapMyFitness application.

BALTIMORE

T

he final run will be in Baltimore on July 11, 2015 + beginning at Camden Yards and ending at the Under Armour headquarters, located in Locust Point.

After completing the course, runners will have the chance to meet with families and friends in the Combine Center.

The runners will be greeted by a step and repeat, where

photographers will takes pictures of them and their families.

Again, each runner will be given a ticket with a number on it so that they can look at their photos later, and decide if they want to purchase them. +

Once at the Combine Center, there will be pressed juices and smoothies provided

by Grind House Juice Bar, subs provided by Bistro One and

Berger cookies provided by DeBaufre Bakeries—all of which are local Baltimore business partners. Throughout the center, Under Armour apparel and accessories can be sampled and purchased, as employees demonstrate the MapMyRun application feature. Celebrity speakers and local inspirational figures will also be invited to attend the event.

+

+ +

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BRAND AMBASSADOR OUTREACH PROGRAM Ambassador program, Under Armour and MapMyFitness will focus on colleges and universities that are currently sponsored and outfitted by Under Armour like: Boston College, Loyola University Maryland, University of Maryland at College Park, University of Notre Dame, North Western University and Towson University.

The 24/7 feature + will be emphasized by the brand ambassadors, encouraging

students to use it in order to count their calories and help monitor their healthy lifestyles under the #MapMyCampus hashtag, which will be unique to each school based on the activities created and promoted by the brand ambassadors.

All ambassadors will have their own MapMyFitness Brand Ambassador social media pages on Facebook, Twitter, and Instagram so they can share what their group has been doing.

+

A

gency XXXVI has developed a Brand Ambassador outreach program to influence the younger segment of the target market. This will be an internship program of sorts, where college students can apply to be selected based on their healthy lifestyles and fitness routines. Currently, MapMyFitness’s primary users represent a much older demographic. With the implementation of the Brand

+

+

+

ACTIVITIES FAIRS +

M

ost universities and colleges have a fall student activities fair to inform students about on-campus opportunities and motivate them to get involved.

The #MapMyCampus brand ambassadors will have a station at their respective school’s activities fair.

In order to encourage fitness while attracting new members, there will be an

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Life Recharged

interactive display allowing + out the students to test MapMyFitness application.

Additionally, Under Armour will provide an obstacle course for new #MapMyCampus members to complete after downloading the application.

Each participant’s time will be recorded, and the best times will receive a #MapMyCampus T-shirt in their school colors.

CAMPUS BIKES

M

any cities all across the world have implemented a city bike system, which allows people to rent bikes for extended time periods to get where they need to go quickly and efficiently.

To promote the #MapMyCampus lifestyle, Under Armour will team up with local bike companies to bring such a program to its

college campuses. Students will use their student ID cards to access the bikes, and have use for the next 24 hours before returning to the docking stations.

This will be a free program.

Brand ambassadors can also use these bikes to plan group rides around campus in order to form a healthy and active lifestyle.

+

10 LETTER(S) + RUN YOUR SCHOOL

E

ach brand ambassador will put together a “letter run” for his or her university. This means the brand ambassador will work to facilitate a run that forms the letter(s) of + their college or university. For example, Loyola University Maryland would be LUM. The students would then see a run or bike route that spells out “LUM”. This route will begin at the school, and then move throughout the city.

This not only gives the ambassador a task to own, but also allows the runners to use the application and see how the letter is formed. At the run’s end, students can also

+ MONTH OF ZEN

T

he Month of Zen is a time for the brand ambassadors to showcase the many features of the MapMyFitness application and express that working out can also be relaxing. The Month of Zen will occur in October, when many

look at the amount of calories they burned, and how far they ran using the MapMyFitness application. This will enable the brand ambassadors to customize events for their respective school, since each school will have a unique run.

They will be communicating on Facebook, writing about specific experiences and sharing stories with their student teams. The + ambassador will then screen shot the run and post about the experience using the hashtag #MapMyCampus. Runners will be encouraged to post on social media about their experiences using the same + #MapMyCampus hashtag.

students are going through midterms. Students will be able to see how the MapMyFitness application can help them manage their stress using the 24/7 feature, and by viewing their workout results and feeling a sense of accomplishment.

+

They will be able to see working out in a more positive light, and will associate this feeling with the UA MapMyFitness brand.

Brand ambassadors should emphasize that not only is MapMyFitness an application, but it is also a way of life.

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MONTH OF YOGA

B

rand ambassadors, dressed in UA gear, will post a yoga pose of the day to their personal MapMyFitness Brand Ambassador pages on Facebook, Twitter and Instagram using the hashtag #MapMyCampus.

Posts can be in the form of a picture or a video, depending on the platform.

For example, posts should be in video form to demonstrate how to form the pose, ways to simplify or intensify the pose and even tips for proper breathing techniques. Poses in still picture form should include descriptions along with the name of the pose. All of these daily yoga poses will come together at the end of the month event, “Stop, Drop, and Yoga.�

+

STOP, DROP AND YOGA! + rand ambassadors will lead a headbands, towels, and water

B

yoga session in a well-trafficked part of the campus, where the best of the poses that were posted throughout the Month of Yoga will + be demonstrated.

All brand ambassadors will be dressed in Under Armour attire, and they will encourage all participants to wear Under Armour or school-related attire.

Additionally, a merchandise table will be set up to sell Under Armour gear such as yoga attire,

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Life Recharged

+

+

bottles for participants.

Participants will be asked to post to their personal accounts photos or video of

themselves performing yoga, buying merchandise and just enjoying the peace of mind that yoga brings using the hashtag #MapMyCampus.

+ +

COMMUNITY RELATIONS T

+

o ensure that we reach all segments of the target market throughout the campaign, community relations will be a significant component of the Agency XXXVI’s public relations campaign to engage consumers in Baltimore, Washington D.C., and Chicago.

The community relations tactics will focus on the most important elements of the application, the social, physical, and health benefits of the MapMyFitness app and, by extension, the Under Armour + brand. Each city campaign will follow a similar format to promote the social, physical and health-centered aspects

10

of the application, but all of its elements will be tailored uniquely for each market.

To increase the reach of the campaign, all information about community relations information will be posted on all MapMyFitness social + media sites. This information will include scheduled runs, yoga events, the sharing of user photos, blurbs about personal achievements, and MapMyFitness’s photos of fun fitness routes or workout routines for that day. It will also highlight different events that MapMyFitness and Under Armour will be attending or sponsoring.

+

TACTICS

BALTIMORE • Use the application to promote in store yoga classes.

• Bring users to the flagship store, creating the possibility to connect with +the brand.

• Hold runs and bike rides that bring users to fun and historic destinations. »» Sample destinations: Federal Hill, Fort McHenry, Inner Harbor, Fells Point, Orioles Hall of Fame, Gwynns Falls Trails, Patterson Park, Druid Hill Park »» Routes will highlight different elements of

+ + Baltimore »» Parts of the flag, crabs, Raven’s logo • Sponsor and host onsite promotions at local festivals and events, designed to promote active lifestyles.

Possible festivals and events include: »» Babe Ruth’s Birthday Celebration »» Baltimore Running Festival

»» Opening Day for the Orioles and the Ravens »» Preakness Crab Derby »» Baltimore Waterfront Festival »» Volvo Ocean Race »» Summer Concert Series at Harborplace

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WASHINGTON D.C. • Sponsor and host onsite promotions in festivals and events that focus on active lifestyles.

• Host runs: »» Turkey Trot »» Christmas Cookie Burn »» Run Your Heart Out »» NBC4 Health and Fitness Expo • Host a National Mall walk event.

• Promote products at Opening Day for the Redskins and Nationals.

• Host runs and bike rides that bring users to fun and historic destinations. »» National Mall »» Cherry Blossom Festival

+

+

+

CHICAGO • Use MapMyFitness to build awareness and bring users to the opening of the Chicago flagship store in early March.

• Host runs, walks, biking routes to historical places: »» Sears Tower + »» The Bean »» 63rd Street Bathing Pavilion »» Lake Michigan Beaches »» Alfred Caldwell Lilly Pool

+

+ + In all locations QR codes will be displayed clothing, and handed out at events.

These codes can be scanned and users will be brought to a page to download MapMyFitness.

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24/7 HEALTH CAMPAIGN

A

+

nother cutting edge aspect of the MapMyFitness application is its ability to track personal health choices through diet logs, sleep tracking, weight tracking and other elements that are important to note for personal health through its new 24/7 feature. It is this element that makes this application important for the health and fitness industry, giving Under Armour an advantage over its competition.

To highlight this element, Agency XXXVI will launch an overarching health campaign in Baltimore, Washington D.C., and Chicago to promote important facets of personal health.

The health campaign + will feature different themes throughout the year relating to a different health concern each month. Under Armour will integrate the month’s health topic into its social media posts while hosting events, which will be promoted on the MapMyFitness application. Through this tactic, we not only aim to provide educational information for MapMyFitness users, but also to establish a connection between

10

Under Armour and personal health and life choices.

The themed months are as follows: • February: National Health Month • March: National Nutrition Month and Sleep Awareness Month • May: National High Blood Pressure + Education Month and National Physical Fitness and Sports Month • September: Fruit and Veggie-More Matters Month and National Yoga Awareness Month

Dietitians from The Red Cross will be present in store locations in these areas to set up healthy eating and sleep + schedules for customers, and to make sure they are on track to succeed in achieving their fitness and healthy lifestyle goals.

They will be there weekly, where people can set up appointments with them for one-on-one + a group. sessions, or as part of

+

+

OTHER RECOMMENDATIONS

P

ossible recommendations include: partnerships with The Biggest Loser TV show, live Snapchat feeds from all major events, inclusion of UA MapMyFitness logo and QR codes on Under Armour

shoeboxes and clothing tags, promotional partnership with theSkimm for inclusion in one of its daily e-newsletters, Buzzfeed quizzes and articles.

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MEDIA SCHEDULE Feb.

Q1

Mar.

Q2

Apr.

May

June

TELEVISION NBC Discovery ESPN

+

+

NESN MASN CSN Chicago MAGAZINE ESPN

+

Sports Illustrated Bicycling Women’s Health

RADIO

+

WPOC 93.1 Baltimore

+

WZFT 104.3 Baltimore WHJY 94.1 FM Boston WXKS 107.9 FM Boston WGCI 107.5 FM Chicago WBIG 1280 AM Chicago

ONLINE Social Media Internet Radio Video Streaming Out-of-Home

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Life Recharged

+ +

Q3

July

Aug.

Sept.

+

10

Q4

Oct.

Nov.

Dec.

+

+

+

+ + +

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BUDGET ONLINE 3% RADIO 5%

OUT-OF-HOME + 20%

+

+

+

PRINT+ 43.5%

TELEVISION 28.5% + +

The above graph shows the agency’s recommended budget allocations for achieving the goals and objectives of this comprehensive integrated marketing communications plan.

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Life Recharged

SOURCES Apple. Health. An entirely new way to use your health and fitness information.” 2014. Web. 2014. <https://www.apple.com/ios/whats-new/ health/> Baltimore Sun. Athletes with Under Armour Endorsments. 2014. Web. 2014. <http://www.baltimoresun.com/business/bal-under-armourathletes-pg-photogallery.html> Borison, Rebecca. Business Insider. Ranked: The 13 Best Health and Fitness Apps. 3 Jul. 2014. Web. 2014. <http://www.businessinsider. com/13-best-health-and-fitness-apps-2014-7?op=1>

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+

Hoover’s. Company Overview. 2013. Web. 2014. <http://subscriber.hoovers.com.ezp.lndlibrary.org/H/company360/fulldescription. html?companyId=106607000000000>

+

Hoover’s. Competitors List. 2013. Web. 2014. <http://subscriber.hoovers.com.ezp.lndlibrary.org/H/company360/competitorsList. html?companyId=106607000000000&newsCompanyDuns=111578985> Hoover’s. Industry Overview. 2013. Web. 2014. <https://subscriber.hoovers.com.ezp.lndlibrary.org:2443/H/login/login.html> iTunes. RunKeeper GPS Running, Walk, Cycling, Workout and Weight Tracker. 2014. Web. 2014. <https://itunes.apple.com/us/app/ runkeeper-gps-runningwalk/id300235330?mt=8>

+

Apple. Health. An entirely new way to use your health and fitness information.” 2014. Web. 2014. <https://www.apple.com/ios/whats-new/ health/> MapMyFitness. MapMyFitness Launches 24/7 Activity Tracking with iOS 8. Sept. 2014. Web. 2014. <http://about.mapmyfitness. com/2014/09/updates-to-mapmyfitness-with-ios-8/>

+

Mobi Health News. 7 fitness apps with 16 million or more downloads. 26 Aug. 2013. Web. 2014. <http://mobihealthnews.com/24958/7-fitnessapps-with-16-million-or-more-downloads/4/> MyFitnessPal. MyFitnessPal Homepage. 2014. Web. 2014. <http://www.myfitnesspal.com> Nike. Nike Redefines “Just Do It” With New Campaign. 21 Aug. 2013. Web. 2014. <http://news.nike.com/news/nike-evolves-just-do-it-withnew-campaign>

+

Nike. Nike+ Running GPS App for iPhone & Android. 2014. Web. 2014. <http://www.nike.com/us/en_us/c/running/nikeplus/gps-app>

+

Peterson. Hayley. Business Insider. Under Armour Is Becoming A Viable Threat To Nike. 23 Oct. 2014. Web. 2014. <http://www. businessinsider.in/Under-Armour-Is-Becoming-A-Viable-Threat-To-Nike/articleshow/44919102.cms>

+

RunKeeper. RunKeeper Homepage. 2014. Web. 2014. <http://runkeeper.com/> Trefis Team. Forbes. Why Nike Will Outpace The Sports Apparel Market’s Growth. 13 May 2013. Web. 2014. <http://www.forbes.com/sites/ greatspeculations/2013/05/13/why-nikes-growth-will-outpace-the-sports-apparel-markets/> Under Armour. Our History. 2014. Web. 2014. <https://owl.english.purdue.edu/owl/resource/747/08/> Under Armour. Our Mission. 2014. Web. 2014 <http://www.underarmour.jobs/our-mission.asp> Under Armour. Under Armour Reports Third Quarter Net Revenues Growth of 30%; Raises Full Year 2014 Net Revenues and Operating Income Outlook. 23 Oct. 2014. Web. 2014. <http://investor.underarmour.com/releasedetail.cfm?ReleaseID=877663>

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