Under Armour Branding & E-commerce
Content Management System, Rich Email Campaign, Electronic Branding & Digital Video
Overview
Following fast and tremendous growth, Under Armour (UA) was in need of an updated online branding and technology strategy so they hired Alexander & Tom (A+T). After a thorough needs analysis, A+T developed a plan that included the implementation of three database-driven websites and significant enhancements to their legacy CMS and e-commerce systems.
Alexander & Tom launched three new websites, developed an email campaign and a state-of-the-art trade show video for Under Armour Performance Apparel. The main goals were 1) to provide UA with a new brand image to help them compete with of Nike and Reebok and 2) to provide them with the technological tools to easily capture marketing intelligence and efficiently manage their websites. The three new sites included a totally redesigned e-commerce site, the UA women’s site, and a corporate information site.
Content Management System
UA Site Manager is a custom content management system that supports all three sites and allows UA to make product updates, change copy and replace graphics, easily. This content management system is database-driven and was integrated into their existing business systems. The CMS was built with open code - ASP and SQL Server. It contains a robust reporting capability that is easy for a non-technical staff member to use. One unique feature is a revolutionary function within the application that allows UA to quickly update Flash navigation.
Rich Email Campaign
In conjunction with the launch of the new sites, a rich email campaign was implemented that includes a series of emails to create awareness, drive sales traffic and enhance the marketing database. The emails are used to introduce new products and promotional opportunities. A+T leveraged data collected from Under Armour’s online e-commerce activities to create a highly effective series of rich media email campaigns.
Electronic Branding & Digital Video
Alexander & Tom also developed a series of video spots to establish a new electronic branding image for the Under Amour line of performance apparel at tradeshows. The brand is recognized as a leader in sports performance apparel, and needed an aggressive and progressive, youth oriented brand image for all forms of electronic media. From marketing message, to concept development, including storyboarding, music track, and video editing, A+T performed all design, strategy and development efforts. These commercials were integrated into multimedia tradeshow and sales promotions.
Features
- Digital Branding
- E-Commerce
- B2B Retail Resources
- 3D Product Images
- Flash Development
- Business System Integration
- Content Management System
- Database Development
- Reporting Tools
Video Promotion
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