Nmdl presentation
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American Eagle plans to expand into party clothing and nicer outfits for college students. Their target audience is female college students ages 18-25 who want trendy but affordable styles. The plan involves using social media like Instagram, Facebook, and Twitter as well as Google Adwords to market party outfits, host contests, and encourage users to tag American Eagle in photos and videos. The estimated monthly cost is $35,000.
Nmdl presentation
- 1. Photo credit: http://www.ae.com An American Eagle Outfitters Digital Marketing Strategy. By: Kelsey Siler
- 2.   Female college students   Ages 18-25   On a budget   Trendy, but smart   Want to be in style Photo Credit: http://www.eduguide.org/library/   Like to go to viewarticle/2049 bars/parties   Have to have the latest technology Photo Credit: http://www.ae.com/web/guides/ dressguide.jsp?catId=cat5900037
- 3.   Increase in purchases of party outfits   Measure as units sold   Total number of units sold per year, with returned items subtracted from that total   Increase awareness of product   Measure by number of clicks on Google Adwords   Gainfollowers on Instagram   Move up leaderboard on Socialcam
- 4.   Female college students want to look cute, but not spend a ton of money   Using social media to market to college students   Girlsin cute party Photo Credits: http://www.ae.com outfits, having fun with no worries on their minds
- 5. Photo Credit: http://weheartit.com/entry/24673663   User takes photos on Smartphone   Can upload to Instagram or other social networking sites   Ask target to upload pictures in our clothing   Tag our company in photo Photo Credit: http://articles.latimes.com/2012/apr/09/business/la-fi-tn-breaking- facebook-buying-instagram-for-1-billion-in-cash-and-stock-20120409
- 6.   User records short videos on Smartphone   Can be shared with social media sites  Used in conjunction with Photo Credit ^ http://reviews.cnet.com/ our Twitter and Facebook 8301-19512_7-5742767 8-233/socialcam-vs- viddy-on-ios/ profiles   Upload and tag us on Photo Credit: Facebook or Twitter http://www.mactrast.com/2011/03/socialcam-a- new-iphone-app-to-share-videos-with-friends/
- 7.   Competitions with different themes   Examples:Christmas party outfits, best friends photos/ videos, wedding photos, summer night videos, etc…   User will upload pictures and videos in our clothing   Offer coupons and gift cards a as rewards   Both are applications on Smartphone's Photo Credit: http://web.stagram.com/n/americaneagle/
- 8.   Use Google Adwords   Keywords will include: Going out shirts to draw customers to     Party outfits our website   Party clothes   Holiday party dresses   Birthday dresses   Party shirts   Dark skinny jeans   Dark jeggings   Going out skirts   Sequin shirts   Party heels Photo Credits: http://www.ae.com   Colored Jeans
- 9.   Includes cost of planning, implementation, media involved and all other aspects   $250 per hour   150 hours per month   $35,000 per month   Will decrease after initial planning & implementation Photo Credits: http://www.thesocialbureau.com/blog/frontpage/and- if-2012-was-the-year-of-start-ups-acquisitions-autodesk- buys-socialcam/ : http://7dias7noches.net/blog/twitter-tambien-queria- comprar-a-instagram.html/instagram-logo-2 : http://find.mapmuse.com/brand/american-eagle
- 10.   American Eagle has primarily been known for comfortable clothing   Plan to market party clothing and nicer outfits to college students   Target audience already trusts AEO’s expertise elsewhere   Using Social Media sites and Google Adwords to draw in