Brand Media Strategy
Traditional: Magazine
Our magazine ad will focus on showing the new diversity of the brand and can be found in magazines like InStyle.
The ad will feature the AEO logo with diverse faces an on overlay. This will aim to show the “ALL” American brand that American Eagle is.
Out-Of-Home: Mall Kiosk
Almost all of the American Eagle Outfitter stores are located inside a mall and a lot of our competitors are located in the mall as well. The kiosk will reach a more wide ranged audience.
We will use the kiosk to take advantage of our audience who is already in the mall and in the shopping mindset.
The goal of having the kiosk is to raise awareness of AEO as well as promote different sales going on.
Digital Media: Digital Advertising
With social media becoming one of the main ways people communicate with each other, AEO will incorporate advertising over Facebook and Instagram.
We will use this to reach a wider audience all at once. Anyone who is on Facebook or Instagram will be able to see the advertisement.
Public Relations: Loyalty Program and Press Release
Loyalty Program: AEO will give customers a free loyalty card. Each time a customer makes a purchase, the card will be scanned and they will earn points per dollar spent. This will lead to rewards like coupons and special sales such as email coupons. Extending rewards points to 3 month basis rather than the current 1 month format will make it more valuable..
Press Release: The press release will focus on American Eagle Outfitter’s partnership with the National Diversity Council on an anti-discrimination campaign. This campaign will focus on providing workshops and speakers to high schools and universities. The campaign will also offer shirts sold at American Eagle with the slogan “I’m ALL America” with proceeds going to the council. This campaign is an effort to move away from being considered the “white people brand.”
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