Driving Membership and Raising Awareness for AAA of Southern New England Programs

Driving Membership and Raising Awareness for AAA of Southern New England Programs

The Challenge: Create and implement media relations campaigns for AAA Southern New England

While most consumers are aware of AAA’s roadside assistance and local discount benefits enjoyed by members, the association wanted to raise public awareness for AAA’s new identity theft protection member benefit, AAA Bicycle Assistance and AAA Travel Marketplace.  The goal of the media relations campaigns are to garner memberships for AAA Southern New England, drive brand awareness and increase awareness for the programs and benefits offered by AAA.

Our Approach: Develop calendar listings, distribute pitches and press releases using 6 categories of story ideas and position AAA spokespeople as experts

SA’s strategy was designed to raise public awareness for AAA’s new identity theft protection member benefit, AAA Bicycle Assistance and AAA Travel Marketplace through a regional media relations program. SA developed media relations strategy, which included the development of calendar listings and the distribution of pitches and press releases. Through a mix of earned and paid media relations, SA pitched story ideas focusing on six categories: travel, travel marketplace, financial services, insurance, public affairs and membership. Additionally, SA offered AAA strategic counsel on advertising opportunities that would augment the earned media strategy. Positioning AAA’s spokespeople as experts and targeting the right media influencers, SA was able to promote AAA’s credibility in the space.

The Results: As a result of SA’s media relations efforts, AAA received 960,123,187 total impressions and 386 total placements

For the Travel Marketplace event, SA drove attendance through outreach to local and regional print, broadcast and online media. These efforts resulted in 140,481,834 impressions from eight placements in publications such as WBZ’s “What’s In Store,” Globe-trotting, and Lowell Sun.

SA also secured 72 calendar listings, online coverage through a Business Wire distribution and over 137.3 online wire impressions.

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