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An American Eagle Outfitters Digital Marketing Strategy. By: Kelsey Siler
Photo credit: http://www.ae.com
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Female college students Ages 18-25 On a budget Trendy, but smart Want to be in style Like to go to
bars/parties Have to have the
latest technology
Photo Credit: http://www.eduguide.org/library/viewarticle/2049
Photo Credit: http://www.ae.com/web/guides/dressguide.jsp?catId=cat5900037
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Increase in purchases of party outfits Measure as units sold Total number of units sold per year, with returned
items subtracted from that total
Increase awareness of product Measure by number of clicks on Google Adwords
Gain followers on Instagram Move up leaderboard on Socialcam
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Female college students want to look cute, but not spend a ton of money Using social media to
market to college students
Girls in cute party outfits, having fun with no worries on their minds
Photo Credits: http://www.ae.com
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User takes photos on Smartphone
Can upload to Instagram or other social networking sites
Ask target to upload pictures in our clothing Tag our company in
photo
Photo Credit: http://weheartit.com/entry/24673663
Photo Credit: http://articles.latimes.com/2012/apr/09/business/la-fi-tn-breaking-facebook-buying-instagram-for-1-billion-in-cash-and-stock-20120409
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User records short videos on Smartphone
Can be shared with social media sites
Used in conjunction with our Twitter and Facebook profiles
Upload and tag us on Facebook or Twitter
Photo Credit: http://www.mactrast.com/2011/03/socialcam-a-new-iphone-app-to-share-videos-with-friends/
Photo Credit ^ http://reviews.cnet.com/8301-19512_7-57427678-233/socialcam-vs-viddy-on-ios/
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Competitions with different themes Examples: Christmas party outfits, best friends photos/
videos, wedding photos, summer night videos, etc… User will upload pictures and videos in our
clothing Offer coupons and gift cards a
as rewards Both are applications on
Smartphone's Photo Credit: http://web.stagram.com/n/americaneagle/
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Keywords will include: Going out shirts Party outfits Party clothes Holiday party dresses Birthday dresses Party shirts Dark skinny jeans Dark jeggings Going out skirts Sequin shirts Party heels Colored Jeans
Use Google Adwords to draw customers to our website
Photo Credits: http://www.ae.com
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Includes cost of planning, implementation, media involved and all other aspects
$250 per hour 150 hours per month $35,000 per month
Will decrease after initial planning & implementation Photo Credits:
http://www.thesocialbureau.com/blog/frontpage/and-if-2012-was-the-year-of-start-ups-acquisitions-autodesk-buys-socialcam/ : http://7dias7noches.net/blog/twitter-tambien-queria-comprar-a-instagram.html/instagram-logo-2 : http://find.mapmuse.com/brand/american-eagle
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American Eagle has primarily been known for comfortable clothing
Plan to market party clothing and nicer outfits to college students
Target audience already trusts AEO’s expertise elsewhere
Using Social Media sites and Google Adwords to draw in