Digital Strategy and Public Relations: Assignment

Digital strategy and public
relations

Table of Contents
INTRODUCTION ..........................................................................................................................1
Infographic sector: .....................................................................................................................1
Media back to communicate the concept ..................................................................................2
Event planning document for basketball tournament..................................................................8
Digital and Guerilla marketing campaign.................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital strategy and public relations are important strategies which are used to promote
products and services of company. It helps in increasing the awareness relating to products and
services of the company in the target market. These two methods are very crucial so that firm
can easily earn more revenues and can increase the market share as they are being recognised in
the market. The company taking assistance from PR and digital media strategies will be a able to
achieve superior position in the market and can compete with rival organisations effectively. . .
This report takes into account efforts undertaken by Under Armour, it is an multinational
sportswear brand operating throughout the world. . . Report describes about the infographic
sector, media pack to communicate effective strategies, event planning techniques and digital
and Guerilla marketing campaign.
1.Infographic sector: This point basically includes the sector, brand, range and target market of
Under Armour. It is described below:
Sector: Under Armour is related to footwear field. It creates different types of shoes
which is available for male and female both. Shoes are created in distinct manner so that it can
easily satisfy needs of all users. Through this they can earn more revenue and can easily increase
the market share.
Brand: It creates footwear products. It includes various types of shoes which are manufactured
by manufacturer. The brand includes:
Athletic shoes: Sneakers are athletic, sports, gym, runners, trainers shows which are
provided to all users. It is created basically for purpose of physical exercise. It makes use of
rubber and leather etc.
Court shoes: These are the shoes which are generally wore by women. It has low cut
front and vamp. These can be wore by many women in parties. Through the low cut front and
vamp they are generally wore by women in tennis as it is very comfortable. This is the reason
that they wore these shoes.
Range: It has different ranges which starts from boots to to traditional footwear. It includes:
 Boots category: The boots offered by the company are formed with ColdGear
Technology which is able to retain body heat and simultaneously improve ventilation.
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The boots have been named as UA tradesman and it is one of the exclusive outdoor
offerings of this enterprise.
 Shoes: In shoes category it includes athletic shoes, brother creepers, court shoes, which
are renowned worldwide and constitute as one of the major section of earning which is
being availed by this company..
 Sandals: This organisation is known for its offerings in sandals and slides as they are
formed with charged cushioning and all season technology which are long lasting.
Target market information: This businesses basically targets people who are involved in
sports oriented activities. To be more specific young athletic men and women are targetted with
products of this company. The average of target segment needs to be a little above average
population so that they are able to afford this sportswear manufacturer. . Hence Under Armour
can earn more revenues and thus it can maintain good position in minds of all users.
2. Media back to communicate the concept
Event invitation: It is the method in which company can easily promote a event and thus
they Under Armour has promoted a event which is related to shoes.
Description of an event: Conference is held in which different variety of shoes are
presented in front of all people. This is done so that customers can easily purchase the shoes.
Event is related to basketball tournament Invitation of an event of Under Armour is described
below:
Social media activity: Many social events such as direct marketing and public relations
are organised so that they can promote the basketball tournament in an effective and efficient
manner.
Layout and mood board: In this step company can decide the about in which they can
mention all details regarding the tournament. Mood board consists of various images and
pictures related to basketball tournament is done so that they can easily promote the tournament.
It is important so that many people are attracted and they can easily come to the event.
Event invitation for basketball tournament is described below:
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Press release: Press release is the press statement and video release so that they can announce the
news related to the promotion of basketball tournament. Thus they can easily promote the event.
Press release for Under armour are:
Press release
June 10th 2018
5th basketball tournament- Hurry up book your tickets now
Under Armour team is organising an event that is 5th largest basket tournament with many big
and famous athlete celebrities. So please come and join us. In this two teams have basket ball
tournament and athletic have wore Under armour shoes. With these tournament there are variety
of unique and distinct shoes which are available for all people. We have also invited famous
basket ball players such as Tim Duncan, Russel Westbrook etc. They are also big fan of Under
Armour.
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5th biggest tournament directly shoes the culture of various athletics. Thus this event is very big
and famous for all person. With this event you can also enjoy the lounge and can also enjoy other
events. There are various drinks such as milkshake and other cocktails are provided so that all
people can enjoy the event. You have a unique opportunity to meet famous basket ball players.
Those who were the Under Armour shoes we have various discounts and other games for all
those people. It has launched Kitten heals which is wore by Women. Thus through this event it
can be promote in effective manner.
Details: 5th Basketball tournament
Venue: Sofitel London st. James, United Kingdom, London
Date: August 25th 2018 7:00 p.m. To 4:00 a.m.
Dress code: Black and white formal dress
(for male and female both)
Reply to: [e-mail] About Under Armour: It is an
American company which create unique and distinct footwear.
It has variety of shoes which is for male and female both.
Follow: @Underarmourtournament
Range: Under Armour shoes has different variety of shoes which are available for male
and female both. For example Under armour sling wrap shoes, Armour stephen surry shoes,
kitten heels shoes etc. These are created so that they can easily satisfy all needs of all people.
They are described below:
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Media partners: There are many media partners in the company who can easily promote
their business (Spiller and Tuten, 2015). Thus the company has selected many media partners
and done partnership with many big companies. They are described below:
Name of person Position Company
David Droga Chief executive Droga 5
Name of Association: National basketball association
Hence it can easily increase the market share as they had done partnership with many big
companies.
Social media and hashtags:
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In this step company basically uses Instagram and thus it has various social media
hashtags so that they can easily promote the 5th largest basketball tournament. Thus they can
easily promote various shoes in minimum time.
Event planning document for basketball tournament
Venue information: There is a basketball tournament in which company is promoting an
event. Thus as a result they can easily attract many users. There is a big ground in which
basketball tournament takers place (Van Ruler, 2015).
Event is organized in luxury 5 star hotel. It is located in Victoria building. All people can
easily enjoy the on suite spa, luxury rooms and award winning restaurant. Each room has various
facilities such LED TV, I Pod dock, slippers , showers and people can also view many London
places. It also gas a gym facility in which there are all exercises.
All people can enjoy the drinks on the Pall Mall in this hotel. They can easily drink the
cocktails. Thy can also do shopping and can purchase many products. Thus with this event they
can enjoy many things (Waters, 2017).
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Mood board for spatial design: There are various images, logos and pictures related to
Under Armour and basket tournament so that they can easily promote various products.
Guest list: There is job invitation to all media partners. It includes David Droga who is
chief executive of Droga 5. All managers and staff members of national basket association are
also invited. Along with these all workers and people in other applications such as Twitter,
Facebook are also invited so they can promote the event in an effective and efficient manner. It
also includes the influencing people and existing individuals who can promote event in proper
manner.
Date and timings:
Date: 5th largest basketball tournament is going to be held on August 25th 2018.
Timings: Event is organised from 7 p.m. To 4 a.m.. Thus they can also satisfy many
people.
Details of planned social media activity before, during and after: There are various
activities which are carried out before, at and after the event. They are described below:
Before the event: There are many activities which can be done before the event. It includes:
 Be connected with Under Armour site and the sale of Under Armour tickets.
 Connected with Under armour shoes so that event can easily promote various shoes.
 Connect with many big media partners so that they can easily promote the event.
 Many pictures and images can e done in blog and can be shown in the event so that it can
increase the awareness level of all people (Lovari and Parisi, 2015).
 Always linked with Under armour shoes so that company can watch the people reviews
regarding the event.
At event:
Company can take interview of famous basket ball players so that people took more interest
in event. They can call many media partners and other influencers of Instagram and Twitter so
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that they can easily promote the event. There can be DJ party in the event and many VIP and
media bloggers can promote the event (Wessels, 2016) .
After event: They can present the interview clips and other pictures and images of events so
that all people can watch event.
Digital and Guerilla marketing campaign
Company can easily communicate their strategies and plans through various promotional
tools. They can use Guerilla strategy so that they can easily reach to targetted customers. They
can paper mache of the pictures and images of event so that they can easily promote the event in
the effective manner. Under Armour can use various promotional tools so that they can easily
communicate their information through online applications. It includes tools of public relations.
They are:
Instagram: Under Armour can easily promote various events using social media hashtags
presented in Instagram. Thus they can promote the events in an effective and efficient manner.
Twitter and Facebook: In this step, Under Armour puts various images of shoes and other
details of the event so that they can easily promote the event. This helps in enhancing the
knowledge of all people.
Press release and guest blogs: Under Armour can easily promote various events such as
and they can watch the people reviews on guest blogs where all users can give their comments
regarding shoes and events. Through this they can take corrective actions so that they can
improve the strategies.
Sneaker. com and Snobcon. com: These are the two applications in which fans of the
company and events give their comments (Morris and Goldsworthy, 2015). They tries to
promote the event by describing all details. They also put many images and pictures related to
shoes and events. This helps in promoting the event.
Guerilla Campaign branding: Under Armour has also build a campaign so that they can
easily promote events. In their campaign they had a billboard in which there are images of logos
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of Under Armour and their shoes.
CONCLUSION
From above report it has been concluded that digital strategy and public relations are crucial
in company. Infographic, media pack, event planning, digital and Guerilla marketing campaign
so that they can communicate their information to all users.
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REFERENCES
Books and Journals
Armstrong, G. and et. al., 2015. Marketing: an introduction.
Austin, E. W. and Pinkleton, B. E., 2015.Strategic public relations management: Planning and
managing effective communication campaigns. Routledge.
Doorley, J. and Garcia, H.F., 2015.Reputation management: The key to successful public
relations and corporate communication. Routledge.
Fill, C. and Turnbull, S. L., 2016.Marketing communications: brands, experiences and
participation. Pearson.
Gregory, A., 2015.Planning and managing public relations campaigns: A strategic approach.
Kogan Page Publishers.
L'Etang, J. and et. al., 2015.The Routledge handbook of critical public relations. Routledge.
Lovari, A. and Parisi, L., 2015. Listening to digital publics. Investigating citizens’ voices and
engagement within Italian municipalities’ Facebook Pages.Public Relations
Review.41(2). pp.205-213.
Morris, T. and Goldsworthy, S., 2015.PR today: the authoritative guide to public relations.
Macmillan International Higher Education.
Spiller, L. and Tuten, T., 2015. Integrating metrics across the marketing curriculum: The digital
and social media opportunity.Journal of Marketing Education.37(2).pp.114-126.
Van Ruler, B., 2015. Agile public relations planning: The reflective communication
scrum.Public Relations Review.41(2). pp.187-194.
Waters, R. D., 2017. Applying public relations theory to increase the understanding of sport
communication. IRoutledge Handbook of Sport Communication(pp. 80-88). Routledge.
Wessels, B., 2016.Inside the digital revolution: Policing and changing communication with the
public. Routledge.
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