Strategic Communication Plan for Celebrity Endorsement of Under Armour's Fashion Line

Running head: STRATEGIC COMMUNICATION PLAN
STRATEGIC COMMUNICATION PLAN
Name of the Student
Name of the University
Author notes:

1STRATEGIC COMMUNICATION PLAN
Description
What is your challenge opportunity?
To initiate celebrity endorsement activity with the line of fashion collection of Under Armour
Inc. With the introduction of a popular celebrity, the brand aims to acquire increased
percentages of the market share. This will result in increased brand awareness among fashion
enthusiasts. However it will be a tough task convince the celebrity to endorse the product
other fashion brands are also looking to convince the same celebrity.
Why is this professionally important to you?
The last policy decision that I took was regarding celebrity endorsement as well. It involve
Under Armour’s ‘Project Rock’ initiative which got huge success with the endorsement of
Dwayne Johnson. This project is of great importance to me since the expectations regarding
this is higher than ever.
Goal
What goal or outcome do you want to achieve with this communication?
The main goal behind this endorsement program is to create a platform for the launch of the
fashion line of Under Armour Inc. The company aims to gain increased visibility in the
respective market (Escalas & Bettman, 2015).
Who is your target audience?
The current targets involve the CEO of the company, the director of operations and the vice-
president of the company. However the target of the large scale endorsement will be the
consumers of fashion wear and accessories.
What is the professional position of the audience?
 Corporates

2STRATEGIC COMMUNICATION PLAN
 Directors
 Owners
 Chairperson
What demographic characteristics will the audience comprise of?
The demographic to which the pitch is being directed at is young adults to middle aged
personnel. The pitch will be made taking in consideration arguments from both sides. They
can be further categorized into the same bracket by classifying them as corporates.
What is your relationship to the audience?
The audience who are involved in the project pitch are my colleagues and company superiors.
Impressing them would also give me an opportunity for promotion.
What background knowledge and expertise does the audience have?
The audience who are subject to the pitch are seasoned corporates who have seen tough as
well as favorable times of the company. All of the members of the audience possess MBAs
and other master degrees. They have perfect knowledge about what policy to take and which
to avoid.
What does the audience know, feel about, and expect concerning this communication?
The project manager of other Fitness gear believes that this plan is necessary in order to carry
out effective positioning. He helped me bring this process under the notice of the board of
directors.
What information is available about your audience?
a) The preferable celebrity
b) The cost associated with hiring the celebrity
c) Proposed contract span
d) Media through which the endorsement will be carried out