Stacy Tipton final project for New Media Drivers License

1. Aéropostale Digital Strategy
By Stacy Tipton

2. Target market: Kids age 7-17 Challenges
Distinguishing the brand against competitors
Appealing to age 7-17 and parents
Advertising in-store and our-of-store
Goals
Advertise brand through products
Increase sales online
Increase sales In-store

3. Theme of Strategies
Increasing the customer conversations
through increased social media

4. Website
I would keep their
websites (both
aeropostale.com and
ps4u.com) the same.
The company does a
great job displaying
products, as well as
giving it a youthful feel.
It is constantly updated
with new products, and
kept well up-to date.

5. I would also keep their
Facebook page the same.
It brings people to the
online store and into the
store by offering coupons.
It holds a conversation
with customers by asking
for their inputs on making
outfits and having them
post to answer questions
or surveys. Works with
website by showing
clothing

6. For Aéropostale’s Twitter
page, I would make it more
conversational. Currently,
the company uses Twitter
mostly to post promotions
going on in the store. I think
it would be more successful
if Aéropostale used it more
as a conversation between
the company and a user.
Twitter is great at giving
direct and concise feedback,
and I don’t think the
company is using it to its
potential . Works with
facebook by offering the
same promotions.

7. Aéropostale also has no
company voice on
Youtube. Being a
clothing company, I feel
they are missing an
opportunity to show off
their products and make
a cohesive brand feel.
The only posts on
Youtube are those by
consumers, which can
be positive or negative.
Works with twitter by
asking for feedback.

8. For an internet marketing strategy, I would add a Google AdWords campaign
for the company.Since Aéropostale’s main target is preteens and teenagers, I
looked up the keyword results for youth oriented clothing searches. The top
two results were “teen clothes”, with a global monthly search rate of
246,000, and “fashion for girls”, with a global monthly search rate of 550,000
as of March 2012.
Two of Aéropostale’s largest selling items are their graphic tees and
hoodies. With this in mind, the highest keyword search terms for these
products are “graphic tee shirts” having 110,000 searches monthly across
the globe. Also, “hoodies for men” has 135,000 searches monthly across the
globe.
Teen Clothes: Aéropostale
Cool graphics, hoodies, accessories
Right now $9 graphics in store!
http://www.aeropostale.com/shop/index.jsp?categoryId=3534619

9. Metrics of Success
Increase in sales from Last Year
Aero tracks sales from year to year. If sales increase
(both in store and online) after the new advertisements
are deployed, they will be considered a success.
Google AdWords Statistics
AdWords has tracking information that can help a company
measure who is clicking on the ads. If this is as large as
anticipated, it will be considered a success.

10. Time Considerations
Christmas and Back to School are highest selling times

11. Budget
9.5 Million
Budget Allocation
Website: 30%
Adwords: 30%
Facebook: 10%
Twitter: 10%
YouTube: 20:
Other: 10%