American eagle outfitters

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  • 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.