American Eagle Digital Strategy

1. Items to consider in your digital strategy:
- Target audience - Who are you trying to influence. Be specific, you
can spend one slide on this. Remember, you can have lots of
information to talk about in your strategy post, but on the actual slide
you want it to be visually pleasing. So photo and a few words, but not
a ton. Keep your words in your strategy document, which is this post -
and your script should you present to the class.
-The target audience for this specific campaign is college-aged
women. The goal for American Eagle is to satisfy the current and
future needs of these consumers. As the spring and summer months
are approaching, this is a prime time for this target audience to be
aware of American Eagle’s brand as they begin to shop for the new
trends of the season.
- KPI - Key Performance Indicators. How will you know the campaign is a
success. What are the goals of your campaign. What do you hope to
accomplish.
-One of the tools we can use to track this campaign’s success is
Google Adwords. Adwords would be generating a greater amount of traffic
to the website by placing it right in front of the targeted consumer when they
search American Eagle. This tool will work specifically on AE’s online
presence, and display up-to-the-second data on who is visiting the site and
how they got there; giving American Eagle the market information they need
to unswervingly expand brand awareness and capture leads. This gives us
the ability to watch what is working, what is not, and how we can continue
to keep this campaign a success.
- Big Idea - Every campaign needs a big idea. How does it all work? Why
does it make sense? What is the creative thread that will be woven through
your digital strategy and help everyone get on board with your plan. Big
ideas usually are a sign of a good campaign. Even if you are wrong, at least
you have justified your idea with your KPI - and your audience, and it's OK
to be wrong. Just give it your best shot.
-The greatest thing that we are focusing on with this campaign is
acquiring the brand awareness that American Eagle deserves. This is a store
that has the ability grow to new limits, all it needs is a greater presence on
social media, and everywhere else on the internet. We are competing against

2. other companies that already have a specific position in this target’s minds,
and American Eagle needs to up their enthusiasm enough to gain a higher
spot in consumers minds. With the use of Google Adwords, we will be
tracking each person’s online experience, which gives AE the chance to
understand their target better each day. Ultimately, this technology will
provide the chance to intertwine the consumer’s personalities into American
Eagle’s overall online presence, and provide a memorable and relatable
brand image in the target’s mind.
- Tools & Tactics - What digital marketing tools will you use to implement
your campaign? Tell the story. Talk about the big hitters. Be impactful.
Pretend you are selling this idea to Coca Cola, or whoever your big client is.
Make the case for why they need to use Instagram or a Blog or whatever you
think is best.
-As the goal of this campaign is to gain greater brand awareness,
which eventually leads to more sales, we need to start interacting on social
media sites on a higher level. American Eagle’s Facebook page and pictures
will be moving towards a spring/summer atmosphere. Their Instagram
account needs to create contests for their followers to share their photos and
create sweepstakes for their followers to win prizes. This will instantly
broaden AE’s social media presence because each person that shares their
page is sharing it to their perspective followers as well, and will get
everyone to join in on the fun.
- Budget - Think of how much it's going to cost. Know that many digital
agencies bill $250 an hour - and think of how many hours it will take to do
Strategy, Planning, Build, Implementation, Management, Paid Media
(Adwords/Display), Etc. Your budget should not be small. Do some research
on this. If you just ballpark and guess and your way off - we will deduct
points.
- Summary - sum it all up, and close the loop. This is your opportunity to
really make a great post - it's gonna be 500 words or longer. It will be
fabulous!
Assignment: Write out the full digital strategy for your client final project.
Put it into a post and be very detailed. You will use this post to build your
final presentation (in Powerpoint or Keynote) to upload for 20% of your

3. grade. This post needs to be at least 500 words as it better be a good digital
strategy. Include social media, Internet marketing, mobile strategy, include a
budget, talk about the target audience, and have a Big Idea! This digital
strategy will be graded as a homework post, but the feedback you get (if it’s
not a 4.0) can be used to influence and improve your efforts for your final
project. Good luck!
Also begin building your final NMDL class presentation in PPT or Keynote.
Review it with friends and colleagues, and double-check all your research
that went into it.
American Eagle can instantly broaden its presence on the Internet just by the
use of an advanced campaign creator: Google Adwords. By broadening this
presence, consumers will now have the ability to find an AE sight tailored to
them depending on the words in their search bar. Adwords gives quick, up-
to-the-second data on who is visiting your site and how they got there;
giving American Eagle the market information they need to unswervingly
expand brand awareness and capture leads. For this campaign, if we focus
on college women as the target audience, we would be able to use Google
Adwords to serve their current and future needs. For example, seeing as
American Eagle is currently running a sale for 50-70% off all clearance
items, Adwords would be generating even greater traffic to the website by
placing it right in front of the targeted consumer when they search American
Eagle. Some of the keywords that a college woman interested in American

4. Eagle would search for during this month (March) would include the
following:
American Eagle
Spring Break
Swimwear
Tailoring to these specific keywords, an ad, similar to the one below, would
instantly appear on this woman’s search:
American Eagle Swimwear
americaneagle.com/Swimwear
New arrivals for Spring Break.
Free shipping on women's swimwear!

5. The budget for this type of campaign can be easily set through Google
Adwords. If we set this budget at $10.00 a day, this would make the total
amount for the month of March to be $310.00. Adwords also has the ability
to show your ad a certain amount of times to keep the budget at $310.00;
making it so we will always be at or under our budget at the end of the
month.
Over the course of the month of March, each search, lead, sale, page view,
etc. will be tracked through Google Adwords. By taking advantage of the
Adwords tool, American Eagle can filter through what works for their
campaigns, and how to improve future campaigns.
Virgin Airlines:
Objective
Virgin Airlines is taking their ambitious outlook to the next level. Their goal to take on
Delta as the largest airline in the world seems audacious, but, with the use of digital
marketing techniques, this objective has no limits. The greatest thing that we will focus
on with this campaign is acquiring a larger amount of brand awareness and brand
loyalty that Virgin Airlines deserves. This is an airline that has the ability to flourish
quicker than their high-altitude speeds, but first, it needs to gain a greater presence on
the Internet. Virgin Airlines is competing against other businesses that already have a
specific position in their target’s minds, and they need to up their enthusiasm enough to
gain a higher spot in these consumers’ brains.
Social Media
Virgin Airlines will need to change or update the look of their Facebook, Twitter, and
Instagram pages. They need to promote this campaign as much, and as quickly, as
possible. For Facebook, they can create different posts or add links that are tailored to
the specific targets at hand: business travelers, consumers, and vacationers. Having
their current consumers realize this campaign will also benefit Virgin Airlines if they can
share the page with their friends. They should also refer to the Facebook Marketing
Bible in order to stay on track with the ever-changing Facebook trends. With the use of
Twitter and Instagram, Virgin Airlines’ name can gain instant awareness. They could
create a promotion that requires people to use a certain hashtag that could win them a
free flight with Virgin Airlines. For example, having these people tweet or Instagram
pictures of their #DreamVacation with an added hashtag of #VirginAirlines or
#VirginAirlinesGiveAway. These types of tweets spread like wildfire, and will gain tons
of new followers who want to hear more about this give away. They could also have
these people follow-up with pictures of them on their dream vacation, so that people
know that the contests are real, and will take them seriously. To promote these types of
contests, we can find popular bloggers that are passionate about traveling, and ask for
them to encourage people to join the contests, or to join in on Virgin Airline’s new

6. endeavor. Bloggers enjoy promoting companies if it contains valuable information and
complements the work they’re already doing on their blogs. (Meerman Scott, Page 91).
Tracking the Campaign
We now have the technology to watch our audience and see how they maneuver
through our sites. Google Adwords will plug in the information we want to draw
consumers in. For example, we can invest in keywords such as “Cheap Flights”
“Vacation” “Airlines”; this will save some of the advertising costs that would’ve been
placed in less-lucrative outlets. With the use of Google Adwords, we will be tracking
each person’s online experience, which gives Virgin Airlines the chance to understand
their target better each day, and take the actions to improve this campaign at any
moment. Ultimately, this technology will provide the chance to intertwine the
consumer’s personalities into Virgin Airlines’ overall online presence, and provide a
memorable and relatable brand image in the target’s mind.
Just like with any other business’s online presence, Virgin Airlines needs to make sure to
follow up with each post that is thrown their way. If people tweet negatively about
Virgin Airlines, they can provide appropriate responses that will show that they care
about their customers. If people are giving positive feedback on this type of campaign,
Virgin Airlines can engage with them and build a relationship. Overall, with the use of
consistent Internet Marketing, Search Engine Optimization, and enthusiasm, Virgin
Airlines will have the ability to gain the awareness that they need.
URL: http://www.yoursearchadvisor.com/blog/seo-traffic-estimates/ (Google This, Page
214)
URL: https://gold.insidenetwork.com/facebook-marketing-bible/ (Google This, Page 62)
The target audience for this specific campaign is college-aged women.
The goal for American Eagle is to satisfy the current and future needs of
these consumers. As the spring and summer months are approaching,
this is a prime time for this target audience to be aware of American
Eagle’s brand as they begin to shop for the new trends of the season.
This campaign will begin running April 1st through July 1st.
One of the tools we can use to track this campaign’s success is Google
Adwords. Adwords would be generating a greater amount of traffic to
the website by placing it right in front of the targeted consumer when
they search American Eagle. This tool will work specifically on AE’s
online presence, and display up-to-the-second data on who is visiting
the site and how they got there; giving American Eagle the market
information they need to unswervingly expand brand awareness and

7. capture leads. This gives us the ability to watch what is working, what
is not, and how we can continue to keep this campaign a success.
The greatest thing that we are focusing on with this campaign is
acquiring the brand awareness that American Eagle deserves. This is a
store that has the ability grow to new limits, all it needs is a greater
presence on social media, and everywhere else on the internet. We are
competing against other companies that already have a specific position
in this target’s minds, and American Eagle needs to up their enthusiasm
enough to gain a higher spot in consumers minds. With the use of
Google Adwords, we will be tracking each person’s online experience,
which gives AE the chance to understand their target better each day.
Ultimately, this technology will provide the chance to intertwine the
consumer’s personalities into American Eagle’s overall online presence,
and provide a memorable and relatable brand image in the target’s
mind.
As the goal of this campaign is to gain greater brand awareness, which
eventually leads to more sales, we need to start interacting on social
media sites on a higher level. American Eagle’s Facebook page and
pictures will be moving towards a spring/summer atmosphere. Their
Instagram account needs to create contests for their followers to share
their photos and create sweepstakes for their followers to win prizes.
This will instantly broaden AE’s social media presence because each
person that shares their page is sharing it to their perspective followers
as well, and will get everyone to join in on the fun.
The budget for this type of campaign can be easily set and followed through
the social media outlets that we use. For example, when using Facebook and
Twitter ads, we can set a maximum amount that we would like to reach
during our campaign. For the Facebook ads we will put out, we can set a
budget that will only charge us when someone clicks to go to our website
from the ad, which will also help from wasting money on people that just
scroll over the ad. For Twitter ads, we can create settings that will allow us
to only be charged $1.85 per day when someone engages with our tweets,
and then a separate budget for our ads that are promoted onto our target’s
timeline. Using the website, https://www.facebook.com/ads/create, as well
as https://ads.twitter.com, if we set our target audience to women ages 18-
24, we will be reaching an audience of about 18,000,000 people for

8. Facebook and 2,400,000 people on Twitter. We can set our Facebook
budget to $5.00a day, which will add up to about $460.00 over the course of
this 3-month campaign. Our twitter budget will be at $6.85 a day, which
adds up to $624.00 for the campaign. Also, we can set a maximum budget
through Google Adwords regarding our search engine marketing. For our
particular target audience on Facebook, If we set this budget at $10.00 a day,
this would make the total amount for April 1st
to July 1st
will be $930.00.
Adwords also has the ability to show your ad a certain amount of times to
keep the budget at $930.00; making it so we will always be at or under our
budget at the end of the campaign. Overall, the budget for this campaign
will be around $2,030.