THE ULTIMATE.

I woke up this morning to an AMAZING support tweet- the LinkedIn Queen herself, Eve Mayer Orsburn! She’s the author of Social Media Business Equation, CEO of Social Media Delivered, and a Forbes Top 20 Social Media Power Influencer! 

She’s been a huge inspiration to me, and following her on twitter has been an incredible educational experience. Needless to say, I’m pretty starstruck!

I continue to be amazed by the opportunities Under Armour and this competition has provided us all with… And with all the support that keeps pouring on in. My Facebook page is now over 320 likes in, and over 70 more of my friends have “liked” Under Armour Football! Keep it up yall :)

Since I entered this competition, I have received an overwhelming amount of support from friends, family, and strangers alike. Before I say goodnight, allow me to share with you some highlights of the support I received via Twitter recently!

From the Northwestern Community:
- Popular Northwestern Sports blog RiseNU (and a proud alumni!)

- The Northwestern Student Section itself (winners of the #B1G Home Court challenge!)

- Alumni Pete Dirksen, owner of SalesForce!

- Alumni Jenny Fukumoto, marketing manager at Ragan Communications

From some inspiring athletes:
- Kurtis Drummond, Safety for the Michigan State Spartans football team

- Derrell Johnson-Koulianos, Former 1st Team All-Big Ten WR at The U of Iowa and current WR for the Montreal Alouettes

From news outlets:
- Sarah Lauch, the Emmy-Winning On-Air Production Manager for Comcast SportsNet Chicago

- Northwestern News Network, the exclusive student TV news station

From the FabFive:
- who tweeted a link to UA’s Brandon Jennings basketball video to nearly 20,000 followers as well!

And of course, just a few highlights from my close friends :)

This is yet another reason I love this competition and have enjoyed my time in it immensely- it has made me realize how truly blessed I am to have the support system that I do.

Once again, thank you, Under Armour, for providing us all with such an amazing opportunity. Looking back through my work, I am proud, and confident that I have portrayed myself accurately:
I want this SO bad. I know I have what it takes to join this fast-paced and innovative company, and help it continue to evolve and out-do itself. I have what it takes to live and breathe Under Armour. Now let me show you.

Thanks for following along, and good luck to all of the competitors!

Peace, love, & Under Armour
- Dayana

The world of marketing is one that is evolving quickly. Traditional marketing concepts have been traded in for new and innovative strategies, and social media is the main reason for this. It’s no secret that we are in a revolution, and in order to keep up, companies have to hire new and fresh talent. These employees must have the knowledge of traditional marketing, paired with innovation and an awareness of where the world of marketing is headed.

Between my studies and my exposure to real-world marketing via numerous internships, I have accumulated almost three years of traditional marketing knowledge. However, something that comes naturally to me is knowledge of social media, and how to use and incorporate it in creative and innovative ways.

To prove this to you, I’d like to share some highlights from the support I garnered over the last few days via social media!

——————————————

As I mentioned in a previous post, my past weekend was spent with my team, duking it out with the best for a shot at a conference title. After we snagged the gold, I was able to launch my Facebook fan page on Monday night. Knowing that many competitors had  their pages up for a few days now, and I had to rally.

Within 24 hours of putting up the page, I had surpassed 200 likes. I continued posting my page for my friends to like, but used various marketing strategies as well. For example, I employed the use of LinkedIn Groups to raise awareness. By sharing the link with groups such as “NCAA Athletes in the Workplace,” I was able to gain new ‘likes’ and extend my network.

It has now not even been 48 hours, and I’ve surpassed the 300 Like mark with no signs of stopping. To be honest, I wanted to make a post about my Facebook page earlier, but the count kept rising and I wanted to catch it at it’s highest!

As a marketing strategist, knowledge of successful networking strategies and social media is imperative. Not only do I have real-life extensive experience with this, but I also have a natural knack for it.

We are in in the middle of a revolution, and to keep up, you have to stay ahead.

Throughout this competition, I believe I’ve done a thorough job of illustrating to Under Armour why I would be the Ultimate Intern. As I stated in my cover letter, I have the drive and the skills necessary to help Under Armour continuously evolve and be the best.

With this post, I want to go a little more in-depth. 
I want to show you why I am specifically the Ultimate Intern for the Marketing Strategist position.

In my opinion, marketing is more of an art than anything else. It’s understanding your audience, having a passion for your product, and trusting your intuition. 

But marketing is also a business. I am a student studying this business, and I want to share with you just some of the technical knowledge I’ve acquired over the years through school and work experience, with some in relation to Under Armour. (I apologize for the lengthy post in advance… blame it on the nerd in me!)

Branding Strategy:
The strength of a brand can be measured by three categories:
- Awareness
- Like-ability
- Market share

Different mixes of awareness, like-ability, and market share have different implications on the branding strategy of a company. Here I have a branding strategy matrix I put together, with examples of three different combinations.

By applying this strategy, I would have to categorize Under Armour as high awareness, high likeability, but low market share. However, proper marketing strategy can improve this. Here is a quote from CEO of Under Armour, Kevin Plank, from the Goldman Sachs Eighteenth Annual Global Retailing Conference in New York: It’s coming. We will take market share. And I believe that the opportunity we have is great. And I believe that the competition is very good at what they do. But I think that what we’re going to offer isn’t to say that the competition is bad, because they’re not bad, they’re actually very good at what they do. But we are going to say is that we have a different value proposition for that consumer and that they should try us. And I think we’re seeing some of that.

But how exactly is Under Armour living up to Kevin Plank’s words? Read on….

Competitive Strategy:
It is clearly important to analyze any and all competition before putting together a comprehensive marketing plan. In order to do so effectively, one must characterize the competition at an industry level. Here I have a visual I put together of the structural analysis of industries. These are the “five forces” that shape industry competition.



Next, it is important to choose a basis for competitive advantage in your industry. This concept is explained by authors Michael Treacy and Fred Wiersema, and I believe it does a great job of explaining the success of market leaders.

A company has the choice of three disciplines:
- Operational Excellence
- Product Leadership
- Customer Intimacy

It is important for a company to meet expectations in two disciplines, but exceed the expectations of a third. By doing so, the company can brand itself heavily by becoming the “master” of a certain discipline and raise the bar in the industry.

It is very clear that Under Armour has already established itself as a company focused on product leadership. This is exactly how Under Armour is living up to Kevin Plank’s words. With each product, UA continues to out-do themselves and raises the status quo. For an example, we can take a look at their most recent heavily marketed item- the Under Armour Bra. The very first thing a customer becomes aware of is the bra’s unique flat seams, and the customization capabilities that set it apart from the competition.

While Under Armour is obviously a company that has operational excellence and great customer support, the quality of its products is clearly above and beyond. The company’s culture is experimental, and thinks ahead and outside of the box. By focusing its marketing on highlighting these advanced product characteristics, Under Armour gains a significant edge over its competition.

(Pictures property of UnderArmour.com)
(All diagrams property of this blog)

Hello everyone!

Perhaps what I love most about Under Armour is how clear the company’s culture is. Under Armour is exciting, innovative, and always on the move. There’s never a dull moment when it comes to this brand, and the employees and athletes chosen to represent the company prove that. 

But I can recognize that these very elements that make Under Armour so great are also the same elements that make Under Armour a challenging and fast-paced company to work for. This is exactly why Under Armour is searching for the ULTIMATE intern. 

Ultimate isn’t just keeping up… it’s staying ahead.
Ultimate is doing it ALL.

And that is exactly what I am capable of. 

As frustrating as it’s been watching post after post go up from my competition while I’m constantly on the run, I love every second of my hectic life. I believe in being “humble and hungry,” but since this is a competition, I’m going to come right out and say it:
I’m proud of the fact that I am successful at anything I commit myself to.

So, let’s play catch-up! Here’s the last week of my life in a few snapshots:

Currently, I’m posted up in Northwestern’s Main Library. Because we’re on the quarter system, our academic schedules are FAST-paced here. Although I just finished a string of midterms last week, I already have four final exams next week. Gotta put in the lib time to keep up my Academic All-Big Ten Scholar status, but of course I’m still reppin’ SuperCam and Under Armour:
 

As I mentioned earlier, I spent the last weekend at Notre Dame University competing in the NCAA Midwest Conference Championships. I came away from it a CONFERENCE CHAMPION in my squad event, and a silver medalist in the Women’s Foil Individual event! All in a weekend’s work :) 

In addition, as I mentioned in one of my very first posts, giving back and volunteering is a HUGE priority for me. Every week, I volunteer at a fencing clinic hosted by Northwestern University. Kids from all around the community come to our gym, and we teach them the basics of fencing. Seeing such genuine excitement about sports is a weekly inspiration and reminds me why I work as hard as I do.

Finally, supporting my community is so important, so I also found a little time to take part in a fun new Northwestern tradition: the Student Athlete Advisory Committee’s Second Annual Northwestern Student-Athlete Talent Show! Some teammates and I did a dance to the Wildcat song from High school musical!

There are those who say I put too much on my plate.
Between my studies, sports, volunteering, and engaging in my community, 
I’m “spreading myself too thin.” 
that I work too much, 
don’t sleep enough, 
and am too ambitious.
(Is there even such a thing?) 

Here’s what I have to say to that:

It’s not “spreading yourself too thin” if you excel in everything you do. 

If it is important to you, you’ll find a way. 
If not, you’ll find an excuse.

This is the type of person that needs to be working for a company as fast-paced, ambitious, and innovative as Under Armour. 

I will: do it all.
Because I am: the ULTIMATE.

In the beginning of my sophomore year at Northwestern, I was selected as an intern for up-and-coming author Katherine Chloe Cahoon. Her debut novel- “The Single Girl’s Guide to Meeting European Men” was released in October 2010, and Cahoon has been rapidly gaining attention since. Her signature youtube videos became a viral sensation, with Cahoon being tagged “The Viral Video Quenn.” You may have also caught her on an episode of Comedy Central’s hit show, Tosh.0.

I spent my fall quarter working diligently alongside one other intern in preparation for the launch and promotion of Katherine’s debut novel. During this time, I specialized in online marketing and event coordination. Katherine’s publisher presented us with specified social media deadlines that had to be met, such as gaining a certain number of Facebook fans by a set date.

The strict deadlines inspired me to do two things: conduct target market research, and think outside the box. I began brainstorming and researching related interests of our target market, and pushing Katherine’s page to these channels. For example, I saw significant spikes in Katherine’s fan count whenever I would post about her book on Seventeen Magazine’s Facebook page. These strategies proved to be successful, as I managed to build a strong online following even prior to the book’s release.

With Katherine and my fellow intern, at a book signing we organized in Chicago

I came away from the internship with invaluable knowledge of target market research, social media marketing, and event coordination. I know that because of my experience working for Katherine, I am that much more prepared to excel as an Under Armour Ultimate Intern.

Introducing: Under Armour’s Fencing Footwear
Why are Under Armour’s new fencing shoes the best of their kind? Simple.
They are innovative, and of the highest possible quality.
Under Armour’s shoes were crafted with the athlete in mind.
The glaring problem in today’s market for fencing shoes is a lack of quality and cohesion. Although there are many different models, each lacks in one way or another. Therefore, fencers are forced to choose between the features they find most important, never being fully satisfied with their equipment.
With Under Armour’s new design, fencers will now experience footwear that encompasses all the qualities necessary for maximum performance.

The Design’s Unique Features:

- An extended inside ankle support on the back foot, to protect in the event of dragging or impact (both right and left-footed versions will be available).
- Extra-durable material lining the inside back foot,
also to protect and reinforce in the event of dragging.
- A rounded edge and reinforced heel in front, due to maximum impact.
- Synthetic rubber panels with mesh material
to make the shoe light and breathable.
- Flex grooves for maximum flexibility.
- Rubber sole for solid grip on various surfaces.
- Low arc to facilitate impact.
- A classic design with a modern twist, to accommodate the timelessness of a fencer’s uniform yet still embody the style of Under Armour.

Our collegiate design will include:
- A customizable third color, to represent the
respective school (pictured here in blue).

Our Olympic design will include:
- A patriotic color scheme, to represent the United States of America.
- A unique design on the bottom sole: Stars to represent the USA, one for each year Under Armour has been manufacturing footwear

What steps should Under Armour take to ensure they penetrate the fencing footwear market successfully? 
Marketing of the product will heavily rely on the simple fact that it is of the highest quality available. With a consumer market that is desperate for a product of high caliber, “word-of-mouth” marketing will be imperative to ensure successful sales. We strongly believe that once it is introduced into the market, the design will go viral effortlessly. We must simply focus on introducing the product to the public in a correct and effective way.

Sponsorships & Product Channels
Consumers in this market eagerly look toward standout athletes for guidance when it comes to purchasing fencing equipment. Therefore, it is essential for Under Armour to sponsor as many top fencers as possible. Selling the product through the correct channels will accomplish this. Under Armour must target successful fencing equipment vendors who have already established contracts with the world’s top athletes. These vendors include, but are not limited to: Absolute, Blue Gauntlet, Leon Paul, Physical Chess, and more. With the top athletes in the world using our product, “word-of-mouth” marketing will take a “top down” approach and spread our product like wildfire throughout the entire consumer market.

Market Segmentation
We will further segment the market by targeting a younger demographic of fencers. Cadet and Junior national teams consist of several top fencers between the ages of 14-19. By sponsoring these athletes, we will target and influence a segment that is composed of up-and-coming competitors eager for any product that will provide them with an edge. Not only will this approach positively influence sales, but it is also an innovative approach that has seen little to no previous implementation.

The possibilities are endless.
 From exhibition events to social media interaction, the marketing possibilities for Under Armour footwear are endless. By entering this market, both the fencing community and Under Armour will benefit. Matt Rosenman and I truly believe that our designs, ideas, and strategy will directly benefit the Under Armour brand.

(All graphic and intellectual content is original and the property of Matthew Rosenman and Dayana Sarkisova)