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NMDL Final - American Eagle
NMDL Final - American Eagle
NMDL Final - American Eagle
NMDL Final - American Eagle
NMDL Final - American Eagle
NMDL Final - American Eagle
NMDL Final - American Eagle
NMDL Final - American Eagle
NMDL Final - American Eagle
NMDL Final - American Eagle
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NMDL Final - American Eagle

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Final project for NMDL on American Eagle Outfitters.

Final project for NMDL on American Eagle Outfitters.

Published in: Education, Business, Technology
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  • 1. Digital Strategy Proposal Brandon Ventimiglia
  • 2. Challenges •  Competing with other clothing and apparel stores such as Hollister and Abercrombie and Fitch •  Remaining stylish and trendy and not too expensive •  Retaining previous customers
  • 3. Target Market •  16 – 34 year olds •  Stylish •  Middle-to-upper class
  • 4. Big Ideas/Goals •  Increase revenue by initiating a digital strategy that aims to: –  Create awareness –  Stimulate brand loyalty within target market –  Design interactive contests to encourage consumer engagement –  Highlight product quality
  • 5. Tools & Tactics – Social Media •  Fans can “share” pics of their personal style •  Fans can “like” the page or pics to receive updates •  “Invite” fans to special contests and promotional events •  Display new products, linking to website for purchase •  Fans can “retweet” to enter contests •  Fans can “favorite” to earn discounts •  AEO can tweet pics of new styles and trends •  Tweet links to contest entry sites
  • 6. Tools & Tactics – Mobile App •  20% off if you “check in” at any location using the mobile app •  Ability to scan barcodes and find complementing products •  “Recently Viewed” or “You May Also Like” capabilities •  Location services to help you find the nearest store
  • 7. Tools & Tactics – Internet Marketing •  Website redesign to promote easier purchasing process and receive traffic from social media •  Promote discounts and contests for new products •  Display current products •  Log in to receive recommendations and reward points
  • 8. Tools & Tactics – Internet Marketing Continued   •  Search Engine Optimization – Using keywords to increase traffic to the website – Easily align brand with product types and categories – “men’s clothes”; “women’s jeans” •  Non-loyal consumers •  New consumers •  Returning consumers
  • 9. Budget •  $90 million last year •  Increase in $5 million – $1 million: Google AdWords – $12,500 agency rate ($250/hr, 50hrs/week) – $3 million for contests/prizes – $987,500 mobile app/website
  • 10. Key Performance Indicators •  Can be measured by: –  Fans/followers on social media –  Page visits and visitors on website (Google Analytics) –  Online purchases –  Mobile downloads –  Revenue –  Returning customers

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