American eagle outfitters

  • 333 views
Uploaded on

 

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
333
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
7
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. American Eagle Outfitters Striving to provide current American trends at affordable prices for those who want to live their life!
  • 2. Challenges
    • Low SEO
    • Many competitors in the market
    • Good basic social media structure but lacking in direct customer communications
  • 3. Goals
    • Increase internet presence through PR and AdWords/ Banner campaign
    • Create and promote company mission statement and values that will set you apart from your competitors
    • Encourage and participate in customer communication using social media
  • 4. Overall Theme
    • Promoting American Eagle Outfitters trendy, casual style with relevant, current advertising methods.
    • Connecting with customers by providing affordable comfortable clothing for every American lifestyle.
  • 5. Media Strategy
    • Increase PR to help improve SEO
    • Begin new AdWords and Banner Ads campaign to help promote brand awareness
    • Utilize Facebook to its fullest potential as a means to create better communication with consumers
  • 6. PR Approach
    • Use online news releases to promote company activity and to call attention to the company’s mission and values
    • News releases will also increase company online awareness and presence
    • Provide clear links to relevant landing pages to encourage and increase site visitation
  • 7. AdWords/Banner Ads Campaign
    • Allocate more of the budget to buy more efficient keywords
    • Create banner ads to compliment and reinforce new keyword purchase
    • Banner ads will promote company values and inform market about current promotions and trends
  • 8. Facebook
    • Expand info page so the consumers are knowledgeable about companies mission and values
    • Use the site to provide customers with more direct links relevant to your product and company
    • Post podcasts and videos of AE customers and employees to further establish personal connection between consumer and brand
  • 9. Success Evaluation
    • Monitor CTR (click through rate) of online ad campaigns
    • Monitor site visitation for increase in activity
    • Use Google Analytics or a similar site to calculate specific criteria and goals during campaign
  • 10. Budget
    • Total Budget: $1M
      • PR: 15% of total budget
      • AdWords and Banner ads: 75% of total budget
      • Social media: 10% of total budget
    • The new campaign will be run starting mid November until December 31. It will run in support of the holidays.