An American Eagle Outfitters Digital Marketing Strategy. By: Kelsey Siler

Photo credit: http://www.ae.com

 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

  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

 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

 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

 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/

  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/

  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

  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

 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