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American Eagle Outfitters & Cotton. From Blue to Green Public Relations Proposal Sarah Pabis
November 14, 2011

Table of Contents
SITUATION/OVERVIEW CAMPAIGN OBJECTIVES TARGET AUDIENCE STRATEGY KEY MESSAGES TACTICS SOCIAL MEDIA CAMPAIGN DIRECT MAIL/EMAIL FACE TO FACE PRINT BROADCAST SHOPKICK CALENDAR BUDGET EVALUATION 3 5 5 6 6 7 7 8 8 9 9 9 10 12 13

American Eagle Outfitters & Cotton. From Blue to Green. Public Relations Proposal Situation and Overview: American Eagle Outfitters has approached SP Communications to create a marketing communications plan that will help launch a campaign to build awareness of their partnership with the non-profit organization Cotton. From Blue to Green. AEO has long prided itself in its high ethical standards and efforts to maintain corporate social responsibility. Mark and Jerry Silverman founded the retail clothing company in 1977 in Warrendale, Pennsylvania. Originally focused on sports related menswear, the Silvermans interest in the company was bought out by the Schottensteins in 1991, and with the new ownership, underwent a complete change in brand direction. Today, operating an online store as well as 846 storefronts, the company focuses on the Midwest, Northeast and Southeast regions of the United States. Their target consists of collegiate male and female 20 year olds who desire fashionable, yet affordable All American casual lifestyle apparel. Though the niche target focuses on 20 year olds, the base target includes ages ranging from 16-34 year olds. AEO takes a back to basics approach in their merchandising and marketing efforts and aims to emphasize a wholesome and youthful image. American Eagle Outfitters is based on the principles of trust, honesty, and integrity. It has long implemented policies regarding fair labor standards, and as a member of Business Social Responsibility (BSR), would like to expand their social responsibility practices down to a more local level. By partnering with Cotton. From Blue to Green, they hope to maintain their good reputation with consumers while positioning American Eagle Outfitters as a socially and environmentally conscious brand.

Cotton, Incorporated launched their Cotton. From Blue to Green denim drive in 2006 as part of a collegiate mobile marketing program. In its first year, the program was able to donate insulation to Habitat for Humanity to build thirty new homes for victims that were displaced during Hurricane Katrina. The program collects any type and brand of denim and sends it to Bonded Logic Inc. that processes the fibers and converts them into Ultra Touch denim insulation. This material is made of 85% recycled cotton materials and is environmentally safe, non-itch and without carcinogenic warnings, formaldehyde or chemical irritants. It is also one of the only insulation materials that has an active mold and mildew inhibitor. The Cotton. From Blue to Green. campaign collected 400,000 pairs of jeans in 2010 through its efforts in reaching out to retailers, college campuses and corporate responsibility initiatives. Our communication plan will be centered on American Eagles Back to School Fall Collection 2012 as this time of year centers around their new denim line, and will easily merge with the denim drive efforts. After interviewing several American Eagle Outfitters consumers, SP Communications found that most families shopping for back to school clothing were specifically looking to buy new jeans. This campaign outlines a thirteenmonth marketing communications plan that focuses on creating buzz about the partnership between AEO and the Cotton. From Blue to Green denim drive while staying true to the companys back to basics theme.

Campaign Objectives: Preliminary: Create awareness of Cotton. From Blue to Green./American Eagle Outfitters denim drive Execute a communications program that creates buzz/word of mouth around the denim drive Secondary: Establish an environmentally and socially responsible reputation for American Eagle Outfitters Motivate consumers to do their back to school shopping at AE and participate in the denim drive Target Audience: Our campaign will be mainly targeted toward American Eagle Outfitters target market of collegiate males and females around the age of 20, but also including ages between 16-25. These consumers are already loyal brand users and should be easiest to communicate our message to. However, specific targets of our communications efforts also include: Current AE customers o All-Access Pass Reward Card members o American Eagle Credit Card holders o E-Mail list

 High school students Parents with children high school through college Environmentally conscious consumers Sororities/Fraternities College campuses in Midwest, Northeast and Southeast regions of the U.S Consumers involved with Habitat for Humanity Strategy: Launch a multi-media campaign on and around college campuses to reach the target audience Incorporate Cotton. From Blue to Green. with American Eagle Outfitters Back to School Fall 2011 collection and sales focus Provide discount incentives for customers to participate Invite current AE customers to participate in Out with the Old, In with the New photo contest Key Messages: By donating any old pair of jeans, you can help provide materials to build homes for those in need. American Eagle Outfitters is a socially and environmentally responsible company that strives to give back to the community.

 When donating your old jeans, pick up a new pair from American Eagle Outfitters Fall 2012 Back to School line and participate in the Out with the Old, In with the New photo contest American Eagle customers care about the environment, and want to help communities in need. This program enables them to do both, as well as receive a fantastic offer on the new fall collection Marcie Eberhart, director of AEO Foundation Cotton Incorporated is eager to strengthen our partnership with American Eagle Outfitters. As denim recycling continues to gain popularity, having a presence in 850 locations of one of the most popular brands in the mall will give the program even more momentum with consumers Andrea Samber, National Spokesperson for Cotton. From Blue to Green. Tactics: Social Media Campaign: American Eagle Outfitters and Cotton. From Blue to Green will launch an Out with the Old, In with the New social media campaign in order to best reach its target audience. Studies show that this demographic spends more time online than any other age group, and therefore, SP Communications feels that a significant portion of digital media efforts should be made in creating both Facebook and Twitter accounts for this campaign. The Facebook and Twitter accounts will allow us to keep consumers in the know as well as offer a way for consumers to provide insight and feedback. Each participating college campus will have its

own Twitter account in which students can follow to keep up to date with events and promotions. As part of our social media campaign, we will launch a photo contest called Out with the Old, In with the New via Facebook on which consumers can post photos of themselves in the old jeans that they donated alongside the new jeans that they purchased from AEs new fall collection. Other users will then be able to vote on which coupling of photos earns the title of Most Improved Jeans. The contest will run from July through September and the winner of the contest will receive a $300 dollar American Eagle Outfitters shopping spree to spend on a new Back to School wardrobe. All Access Pass/AEO Credit Card Holders Direct Mail/Email: Having an already very loyal customer base, American Eagle Outfitters rewards its recurring customers by means of their All Access Rewards Program and AEOCC Membership Rewards. American Eagle has all of these members contact information in which Out with the Old, In with the New can send emails and direct mail postcards informing them about upcoming promotions and events. All Access Pass and Credit Card holders will receive an extra incentive of double rewards points on all purchases made after a donation. Face-to -Face Marketing Events: As our campaign is centered around the concept of Back to School shopping, reaching out to students on their first day on campus is a great way to motivate them to participate in our program. Students and their parents on participating college campuses

will be able to interact with our representatives and learn more about the Cotton. From Blue to Green. non profit organization. Booths set up will show pictures and videos of homes that have been built with the Ultra Touch denim insulation. At these booths, consumers can get maps and directions to the local American Eagle Outfitters locations as well as pick up free t-shirts to promote the campaign. The shirts will contain the logo of the American Eagle with the recycling arrow in order to create a buzz around campus. Print Ads: American Eagle Outfitters and Cotton. From Blue to Green. will run print ads in the local college run newspapers. These print ads will also appear on local bus stops and on the bulletin boards in the Student Centers on campus. Broadcast television: A short announcement will air on the local college run television station that highlights students that have donated jeans with an emphasis on the good feeling they got from helping out those in need while at the same time receiving a great deal on jeans to get him or her ready for the new school year. Shopkick: American Eagle Outfitters already partners with this discount app that is featured on the Apple App Store as well as on the Android market. Shopkick lets users check-in at retail destinations and will then tell them of good deals and promotions going on in that shopping area. By contacting consumers on their smart phones, people who might not have

been interested in visiting American Eagle Outfitters might walk over and check out the promotion.

Calendar/Timetable: This timeline has been centered around the target months of July-September, as these months are the peak back to school shopping times. Our events will be happening simultaneously on multiple college campuses across the U.S. Time (Month) November 30, 2011 Activity Asses media needs and further develop message

December 2011

Select/Finalize participating college campuses

January 2012

Contact college campuses about face-to-face event marketing at orientation Contact Shopkick about running promotion on its app

February 2012

March 2012

Set up face-to-face events Train spokespeople Finalize highlights video of homes built from Ultra Touch denim insulation Finalize t-shirt design and place order Hold try-outs for students to be in commercial Launch social media campaign via Twitter and Facebook Finalize/Print ads Shoot broadcast commercial

April 2012

May 2012

June 2012

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July 2012

August 2012

Set up denim drive boxes in AEO stores Distribute emails/direct mail Launch broadcast commercial Start photo contest Host orientation events Pitch story to local newspapers Host orientation events

September 2012

October 2012

Distribute prize winnings for photo contest Survey consumers on effectiveness of campaign Donate denim insulation to Habitat for Humanity Monitor social media websites daily

Ongoing

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Budget/Expenses: Expense Categories: Staff time Out-of-pocket expenses: o Broadcast commercial o $300 shopping spree prize o Print ads o Direct mail postcards/postage o Face-to-Face events Billing: SP Communications implements a monthly retainer fee billing system. Out-of-pocket expenses are billed and noted in the clients monthly statement. Payment is due within 14 days of the statement. We reserve the right to re-budget in the circumstance of changes to scope or time of projects significantly different than that in the proposal T-shirts Transportation Supplies/tables Video production Fliers/Maps to AE

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Evaluation: Evaluation of the Out with the Old, In with the New American Eagle Outfitters and Cotton. From Blue to Green. denim drive campaign will occur at the end of the campaign in November 2012. We will analyze how well we met our objectives of: Create awareness of Cotton. From Blue to Green./American Eagle Outfitters denim drive Execute a communications program that creates buzz/word of mouth around the denim drive Establish an environmentally and socially responsible reputation for American Eagle Outfitters Motivate consumers to do their back to school shopping at AE and participate in the denim drive Evaluation will take place by means of: Consumer/Employee surveys o Do you now know about American Eagles efforts in combination with Cotton. From Blue to Green? o Would you think of American Eagle Outfitters as a socially and environmentally responsible company? Compiling news clips Monitoring activity on social media (attitudes, opinions) Adding up Back to School total sales and comparing to previous years

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