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American Eagle Outfitters Contest Entry. 2nd Place at Miami University.

American Eagle Outfitters Contest Entry. 2nd Place at Miami University.

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  • -When we started our project, we knew we had to do more than just music.  That is, we wanted to create something more than just a list of in-store tunes, online playlists, and music events.  Something more than the sum of its parts.  Today, we want to share what we believe may very well re-define your stores in the eyes of your target market.
  • -Huge following, huge potential for sales, big market presence that can be used for promotion (leveraging scale) -Everyday essentials: Part of everyone’s wardrobe -Jeans: Core competency -Currently not reaching target market as effectively as they could -Social media could use some work -New theme would be unique to American Eagle, draw upon its core competencies and existing strengths -Possible deeper engagement with target market -Social media presence is a big opportunity for engagement -Music and competencies appeal to parents -Threats: halfway executions may not be as effective, may not have enough impact to make a difference -May be compared to other brands (such as lucky brand) that are outside of the quality/price range a. Could be a strength
  • -Additional research: reconfirming that classics are in fact enjoyed by our generation -America as a whole (including us) likes classics
  • Methods: Talk about different research methods *click* Music Type: Problem *click* 1 st graph = What do you feel…? *click* 2 nd graph = How much do you like the classics? *click* 3 rd graph = When you listen to a classic song you recognize, do you… *click* Solution 2. Research: Music Type -Types of research we used -Problem: Music types vary greatly in college students a. Why not look at classics? -Discussion of results a. People have positive reactions to classics b. People like classic rock in general c. People respond (action) to classics in strong, tangible way -“I sing along”: Strong emotional ties
  • Methods: Talk about different research methods *click* Music Type: Problem *click* 1 st graph = What do you feel…? *click* 2 nd graph = How much do you like the classics? *click* 3 rd graph = When you listen to a classic song you recognize, do you… *click* Solution 2. Research: Music Type -Types of research we used -Problem: Music types vary greatly in college students a. Why not look at classics? -Discussion of results a. People have positive reactions to classics b. People like classic rock in general c. People respond (action) to classics in strong, tangible way -“I sing along”: Strong emotional ties
  • Methods: Talk about different research methods *click* Music Type: Problem *click* 1 st graph = What do you feel…? *click* 2 nd graph = How much do you like the classics? *click* 3 rd graph = When you listen to a classic song you recognize, do you… *click* Solution 2. Research: Music Type -Types of research we used -Problem: Music types vary greatly in college students a. Why not look at classics? -Discussion of results a. People have positive reactions to classics b. People like classic rock in general c. People respond (action) to classics in strong, tangible way -“I sing along”: Strong emotional ties
  • Methods: Talk about different research methods *click* Music Type: Problem *click* 1 st graph = What do you feel…? *click* 2 nd graph = How much do you like the classics? *click* 3 rd graph = When you listen to a classic song you recognize, do you… *click* Solution 2. Research: Music Type -Types of research we used -Problem: Music types vary greatly in college students a. Why not look at classics? -Discussion of results a. People have positive reactions to classics b. People like classic rock in general c. People respond (action) to classics in strong, tangible way -“I sing along”: Strong emotional ties
  • -Next opportunity: figuring out what college students think about AE, and why they aren’t as engaged as they used to be a. Did research into the perceptions people had about AE -Neutral reaction, but we found they could not define AE’s theme a. Competitors were much easier to define b. Elements did not resonate with them -Could not define music as well -Research participants could not identify the “American” in AE in a definitive, explainable way -Lead us to the opportunity: AE could use an overhaul in their identity (build themes into AE) to drive more engagement from college students  
  • -We wanted to make something that really resonated with college students -Promotions/social media are not the fundamental reason why we are not shopping at AE -We wanted something stronger that could help build into our everyday identity -Decided to look into how college students feel about ourselves, and more specifically our generation -Our generation a. Identity chosen for us b. No big movements c. “Autotune” -What generations appeal to college students? -Classic Generation a. Substantive, purpose b. Strong, deep messages in music that are absent today c. Feels defined, they made their mark on the world (and we want to as well) -Draw upon America’s heritage in our messaging and theme  
  • -We wanted to make something that really resonated with college students -Promotions/social media are not the fundamental reason why we are not shopping at AE -We wanted something stronger that could help build into our everyday identity -Decided to look into how college students feel about ourselves, and more specifically our generation -Our generation a. Identity chosen for us b. No big movements c. “Autotune” -What generations appeal to college students? -Classic Generation a. Substantive, purpose b. Strong, deep messages in music that are absent today c. Feels defined, they made their mark on the world (and we want to as well) -Draw upon America’s heritage in our messaging and theme  
  • -Classic music as the soul of GenerAEtion -Not a promotion, but an attitude a. Spread across all touch points with customers b. Re-invigorate AE brand c. Much better than a laundry list of promotions that will ultimately not address big issue -This is a movement/a culture: Something that people can be engaged with and not just observe -Review mission statement  
  • Brief
  • New Messaging – How will we use music to get us there? How can we infuse music and Americana culture into American Eagle? Possible combo
  • Show video
  • -We are looking to define our generation a. We want to prove ourselves, define who we are: in part being college students, in part being generation y -This is a heritage based, American culture appeal: a. Part of who we are b. Bring out the American in all of us, 4 th of July example c. AE can be part of this story -Discussion of the name a. It goes back to the connotations and energy of the past b. Generation is a proactive, living word c. Ties into our generation, we are AE  
  • -Capture classic rock and classic American aesthetic feel -AE: We found the perceptions were that it was too clean, lacking a theme a. Really define what AE is -Primary themes: Vintage, rustic, American a. Shape the stores under the “jean philosophy”: rugged, rough around the edges b. Matches AE’s core competency -Execution: New York, Pittsburg, San Francisco a. Total overhaul on flagship stores first b. Major investment, create a pilot c. There are tie ins for all stores (ahead) d. Methods of promoting these 3 sites      
  • -Signage with album covers, famous shots of musicians -Darken lights, replace some whites with darker red and blue hues a. Really bring for the American aspect (flag colors) -Vintage Americana décor a. Wrought iron, embroidered -Polaroid shots integrated into displays and shelves a. Can be switched out easily, integrated into each new floorset for all stores nationwide b. Pictures of customers, -We are providing opportunites for customers to engage with us, be part of us, be us -Let customers be part of AE, chance to show off
  • -Timeline in AE stores that highlights important events in our history -Plays into our heritage, visually stimulating, engaging -Tie ins with our social media -Adds to the aesthetic feel of the stores -Example events -Visual demo of where timeline could go  
  • -Rebrand jeans as names of artists -Fun, tie in to new theme -Product link to brand
  • 60% or higher rated as “classic rock” -Created by our survey, not just a conglomeration of random classic rock songs -Would be implemented in store as well as part of Pandora station -Discussion of 4 types of music we want a. This is so AE can create their own playlists in the future
  • -Objectives:  Match look and feel of websites to new theme, and create opportunities for engagement with our culture -Made to Last Blog     a. Switch to tumblr - Currently the 10 th largest social network site - 13.4 million visitors in the US - Can post text, images, links, videos, audio, quotes - AE already is being blogged about     -Photo contests via Made to Last and Facebook     a. Recreate famous album covers     b. wearing american eagle clothes?         c. Prize??         d. Participative blogs (pictures) -Social media, mobile and online integration -This is the chance for people to express themselves and participate with AE -Made to last blog: a. Switch to tumblr b. Home base for promotions c. Enhance what is there Online a. Message integration b. Use as a vehicle for contests c. 4square/twitter check ins d. Instagram: a vehicle to take pictures, upload online -Mobile a. AE app: Add a tab that links to blog -Our main objectives are to reinforce the new look and generate engagement across relevant media outlets
  • -Objectives:  Match look and feel of websites to new theme, and create opportunities for engagement with our culture -Website changes:     a. Link to blog     b. Integrate photos from store     c. Have tab at top that goes to Pandora website -Playlists on iTunes -Made to Last Blog     a. Switch to tumblr     b. recommendations of where to take it     c. Can have real-time Twitter feed -Photo contests via Made to Last and Facebook     a. Recreate famous album covers     b. wearing american eagle clothes?         c. Prize??         d. Participative blogs (pictures) _______________________ Darken website Music elements Use old photos – “discuss ‘inspiration’” Like: wooden frames -Discussion of aesthetic changes -Add a tab: Link to Made to Last blog -Add a tab: Link to Pandora playlist -“I am AE” thought box: Opportunity for people to be engaged and featured on our website a. Collect posts from facebook, twitter or blog b. 2 sentence statement about why they fit into the new American Eagle culture
  • - Photo contest     a. Take vintage pictures incorporating music     b.  Recreate famous album covers, different eras, etc.     c. Upload to Facebook, Made to Last blog, Twitter - Prize = Weekend in the City (late spring, early summer, summer)      Flight, hotel, transportation, VIP for 2 for the tribute band Photo Contest = $5,000 + prize (flight, hotel, concert for 2 = $2500) = $7,500 -Incentive: Drives engagement, participatory elements, drives consumers to the sites -Discussion of contest -Contest to recreate famous album pictures and music pictures -Promoted via social media -Engaging, builds into culture
  • http://infodocket.com/2011/08/09/new-internet-usage-statistics-u-s-search-and-email-remain-most-popular-online-activities/ Data shows that that email is the most used form of internet activity, with 92% of internet users interacting with some form of email Among American Eagle ’s target consumer age range, ages 18 to 29, 94% use email and 64% read or use email on a typical day Utilize email database of 6.8 million email addresses and to introduce/reinforce in-store changes Promote new loyalty program, photo contest Link to blog, social media, and itunes Integrate Heritage wall “this day in music” -Redesign emails in a similar way as website a. Make sure there are links to the blog and the playlist b. Promote the changes AE is undergoing c. Promote contests, the “I am AE” thoughts d. “This day in music”: Links into the history we are trying to reach at, fun or interesting facts about music and artists for that particular day
  • -Discussion of CLP -Partnership with itunes -Discussion of scalability: increasing rewards based on spending -Not actually more expensive than the savings, actually saving money
  • http://explorechicago.org/city/en/millennium/rent.html -Who, where and when -Promotions: Band shirts, artist -Great chance for social media buzz a. Incentivize tweets (be featured on facebook or website) -Art installations -General idea: back to roots, American, laid back, not commercialized
  • Objectives - create a concert event that mirrors the relaxed feel of American Eagle and integrates their new dedication to the classics. -Who, where and when -Promotions: Band shirts, artist -Great chance for social media buzz a. Incentivize tweets (be featured on facebook or website) -Art installations -General idea: back to roots, American, laid back, not commercialized http://explorechicago.org/city/en/millennium/rent.html
  • Objectives: a. Retain and enhance the vintage values of each college -Battle of the Bands: Most colleges have some sort of Battle of the Bands competition and AE reps should help sponsor. -Homecoming event: a. Every school has a homecoming and this brings it back to the root and history of the school. It can be run by AE reps and partnered with other student organizations like the campus committee that is usually in charge of homecoming week. The event will have free food because everyone likes that. b. Freebies should be passed out, maybe the vintage sunglasses that are from the vintage campus collection that AE is implementing right now. c. Needed are AE banners that can be the same and used for multiple schools, there will be a schedule of the campuses with AE representatives and the dates of their homecomings. d. The event will be a celebratory cookout. It would be a good idea for school bands to participate and do a show for this event or playing in a homecoming parade where they would play songs, especially “the classics”. The same kind of songs being played throughout the stores. -Discussion of objectives: Encourage more participation in AE’s stance towards music culture -Show that AE can and is part of campus life -Support battle of the bands a. Team with groups leading the event to sponsor, make sure AE’s name is featured -Homecoming event a. Celebratory cook-out b. Celebrating American heritage c. Free food and AE freebies d. Sponsored band performances covering classic rocks
  • -Stronger appeal to college students -Leveragable music feel: Strong connection to music can be leveraged at almost any touch point with customers a. New strong, identifiable theme -Engaging interactions: Participation instead of observation -New perceptions about product: a. AE clothing will make more of a statement to others, become part of our identity -Ultimately re-attract target market a. Although AE is a successful brand, we believe major changes are necessary for major gains
  • -Discussion of timeline -Increased discussion about why we need more time in the beginning a. Align media, change media, approvals etc.
  • -Discussion of budget allocation -Reason for heavier in-store allocation: we want to create something that can be scaled a. Go big or go home b. Full 360, must allocate towards the place that will make the most impact In store: $300,000 - Actual Flagship store remodel $774,300 - In-Store Design and Aesthetic, additional costs Fesitval  $35,000: Cost of Artist $25,000: Venue $10,000: Planning $5,000: Seating Playlist Fees $100,000 =  cost of $7.50 per playlist  x 13,330 downloads Photo Contest $5,000 - cost of sweepstakes $2,500 - flight hotel and concert for two CRM $163, 200 Cost of 12 emails (Given) Campus Outreach $48,000 - One thousand dollars per current school (food costs, banners, giveaways) $2,000 - Contingency costs (potential additional schools, etc) Pandora  $30,000 - Playlist Price (Given)
  • -ROI metrics -Website Traffic -Social media and blog participation -Tribute concert turnout and SM buzz -Surveys
  • -Review Mission statement -General issue: AE could be more defined, could build in greater values that appeal more to college students -Our program is engaging, relevant, timeless, and big idea and something that could be scaled and leveraged over time

Transcript

  • 1. generAEtionMiami UniversityJordan Biagini, Lindsay Brewster, Cat CirinoJoe Lee, Daniela Santisteban, Tyler Taylor
  • 2. SWOT Strengths Weaknesses• Classic clothing essentials • Brand not resonating withthat are “Made to Last” target market• Well-known jeans • Unfocused music strategy Opportunities Threats• Utilization of new music • Wasting resources on weakstrategy to enhance current executionbrand • Stagnation• Deeper engagement withtarget market
  • 3. Initial Research• Pared down music genres• Most popular genre of music: Classic Rock • 42% of net generation respondents said they liked Classic Rock • 20% of Pink Floyd and Led Zeppelin albums sales: Teens 13-17 • Technology: younger generations can tap into tunes of the past• Focused future research on Classic Rock
  • 4. Research: Methods• Online Survey:  240 Responses• Personal Interviews:  6• Focus Group:  7 Individuals• Secondary Sources:  Miscellaneous
  • 5. Research: Music Type
  • 6. Research: Music Type
  • 7. Research: Music Type
  • 8. Research: AE PerceptionsOPPORTUNITY: Strengthening AEs identity• Difficult to identify AEs primary theme and messaging - Elements, but lack competition’s concreteness of brand• Could not easily identify AEs music• AE needs anchoring brand cornerstones - Undefined connection to "American"OBJECTIVE: Build definitive, encompassing theme into AE
  • 9. Research: Our IdentityPROBLEM: How to connect with college students• Our Generation: - Music and identities “chosen for us” - No great “movements” in our time - “Autotune” Generation• “Classic” Generation - Had substance, purpose,involved - Messages in music - Feels definedSOLUTION: Draw from the heritage of music’s past
  • 10. Research: Our Identity
  • 11. Big Ideas • The soul of generAEtion:  Classic Rock (60s 70s 80s) • Not a promotion, but an attitude • Create a culture, a movement; a unified brand Mission:   “Instill the spirit and vitality of classic rock and the resilient heritage of vintage Americana as the inherent and natural roots of American Eagle”
  • 12. Agenda• generAEtion • Our Vision• Execution • Brand enhancement • Official Launch• Specifics • Timeline • Budget • Measurement Tools • Outcomes & Summary
  • 13. Introducing…
  • 14. Why GenerAEtion?• We are looking to define our generation• Creating a culture - This is our heritage, “4th of July” - This is how we can define ourselves - AE is part of this storyThe Meaning: 1. Spirit of past generations 2. Generation: Proactive, living 3. Define our Generation
  • 15. Store IntegrationObjective: Capture classic American feeling, “bring the attitude”Research: American Eagle = too clean, hard to define themePrimary Themes: American, Vintage, Rustic "Jean Philosophy":  worn in, rough, classicExecution: Pittsburgh, New York, Chicago
  • 16. Store Integration: Decor• Signage: Album covers, famous pictures of artists• Darken lights• Paint: - Replace whites with dark name, maroon - Stain lighter woods to walnut/cherry• Vintage American décor• Polaroids: Small snapshots of models integrated into table displays and signs
  • 17. Store Integration: Heritage Wall• What is American heritage, and how can it be implemented into AE?• American Timeline and History: - Denim “1853: Levi Strauss invents denim, blue jeans.” - Cars “1964: Ford introduces the first Mustang model.” - Music “1971: Don McLean releases legendary song ‘American Pie’.” - History “1963: MLK Jr. delivers ‘I Have a Dream’ speech.”
  • 18. Jean Re-Branding• Changing the jeans to famous artists - Stevie Skinnies - Bruce Bootleg• “Jeans threaded with the genes of legends”• “Our music and our jeans fade at the same rate – never. Grab a fresh pair of Stevie Skinnies at 40% off.”
  • 19. Playlists: Pandora/In-Store1. Purple Haze- Jimi Hendrix2. Jaded- Aerosmith3. American Woman- Guess Who4. Born To Run- Bruce Springsteen5. Revolution- The Beatles Feel Grunge6. My Generation- The Who Good7. Paint It Black- The Rolling Stones Rebellion Timeless8.  Don’t Stop Believing- Journey9.  Go Your Own Way- Fleetwood Mac10. Sweet Home Alabama- Lynyrd Skynrd Anthems Classic11. Money- Pink Floyd Pop12. It’s Still Rock and Roll to Me- Billy Joel13. Another One Bites the Dust- Queen14. Benny and the Jets- Elton John15. Billy Jean- Michael Jackson
  • 20. I am AE Made to Last Blog • Switch to tumblr • Home base for promotionsObje ctives: ’s Social Media • Message integration• Reinf orce AE el fe n e w lo ok and • Vehicle for contests • 4square/twitter/Instagram •G enerate across t enga gemen ia relevant med Mobile • Add tab that links to music outlets
  • 21. Website• Match look & feel to the new theme• Link to Made to Last• Have music tab that links to Pandora playlist• “I am AE”
  • 22. Photo ContestWHAT • AE fans recreating famous music pictures/album coversWHERE • Upload pictures to Facebook & Made to Last Blog PRIZE • Featured on various social media sites; Weekend in the Chicago for 2 to attend the Tribute Band Concert WHY • Drives participation in social media • Integration into our own lives, “bridging the gap” • Utilization of product
  • 23. Today in music history… CRM • Objectives: Encourage traffic to website and store, build awareness of changes • Promote new loyalty program and photo contest • Link to blog, social media, and Pandora • Integrate Heritage Wall
  • 24. •Cost of a 10 song playlist is $7.50 per download •Average purchase of $42.AE Rewards •@40% - Cost = $16.80 for an average sale. •@30% - Cost = $12.60 for average sale. •Savings is $9.30 •Savings is $5.10Number of iTunes accounts owned by those 34 oryoungerPercent of survey respondents who responded positivelyto the idea of free playlist promotions Number of people who have AE Rewards Cards
  • 25. Tribute Festival WHO • The Bootleg BeatlesWHERE • Chicago’s Millennium Park - Public Transportation - Large, Midwest, relaxed urban area - AE PresenceWHEN • Summer, Saturday Afternoon thru Late Evening
  • 26. Tribute Festival OTHER • T-Shirt & Other Classic Merchandise SalesASPECTS • Art Installations and Sales (partnerships with local artisans) • Local food & drink featured • Patio feel, tables & seating available • Professional photographers/videographers - Use in AE CRM & Social Media
  • 27. Campus Outreach• Objectives: Encourage active participation with AE’s new music culture, integrate into the college experience• 1. Battle of the Bands• 2. Homecoming Event a. Celebratory Cook-Out b. Free Food and AE Freebies c. Band Performance “Classics”
  • 28. Outcomes• Stronger, more relevant branding towards college students• Unique, leveragable music feel• Engaging interactions• New perception of product• Ultimately re-attract original target market
  • 29. Timeline • Months 1-7 • Design: Aesthetics and Messaging • Develop digital integration and iTunes partnership    • Month 8 • Flagship stores remodeled - Jean names changed • Polaroids introduced into all stores • Month 9 • Official Launch of generAEtion • Album Cover Sweepstakes • Months following • Tribute Band Concert • Campus outreach plans in place at 48 colleges
  • 30. Conceptual Budget
  • 31. Measurement Tools • ROI Metrics (in-store) • Website traffic • Social Media and blog participation • Tribute concert turnout • Surveys • Conversion rates
  • 32. Summary/Overview“Instill the spirit and vitality of classic rock and theresilient heritage of vintage Americana as the inherentand natural roots of American Eagle”