Digital Strategy Proposal Brandon Ventimiglia

Challenges •  Competing with other clothing and

apparel stores such as Hollister and Abercrombie and Fitch

•  Remaining stylish and trendy and not too expensive

•  Retaining previous customers

Target Market

•  16 – 34 year olds •  Stylish •  Middle-to-upper class

Big Ideas/Goals

•  Increase revenue by initiating a digital strategy that aims to: –  Create awareness –  Stimulate brand loyalty within target market –  Design interactive contests to encourage

consumer engagement –  Highlight product quality

Tools & Tactics – Social Media

•  Fans can “share” pics of their personal style

•  Fans can “like” the page or pics to receive updates

•  “Invite” fans to special contests and promotional events

•  Display new products, linking to website for purchase

•  Fans can “retweet” to enter contests

•  Fans can “favorite” to earn discounts

•  AEO can tweet pics of new styles and trends

•  Tweet links to contest entry sites

Tools & Tactics – Mobile App •  20% off if you “check in” at any location using the

mobile app •  Ability to scan barcodes and find complementing

products •  “Recently Viewed” or “You May Also Like”

capabilities •  Location services to help you find the nearest store

Tools & Tactics – Internet Marketing •  Website redesign to

promote easier purchasing process and receive traffic from social media

•  Promote discounts and contests for new products

•  Display current products

•  Log in to receive recommendations and reward points

Tools & Tactics – Internet Marketing Continued  

•  Search Engine Optimization – Using keywords to

increase traffic to the website

– Easily align brand with product types and categories

– “men’s clothes”; “women’s jeans”

• Non-loyal consumers • New consumers •  Returning

consumers

Budget

•  $90 million last year •  Increase in $5 million – $1 million: Google AdWords – $12,500 agency rate ($250/hr, 50hrs/week) – $3 million for contests/prizes – $987,500 mobile app/website

Key Performance Indicators

•  Can be measured by: –  Fans/followers on social media –  Page visits and visitors on website (Google Analytics) –  Online purchases –  Mobile downloads –  Revenue –  Returning customers