AAA Carolinas is a pioneer in car club owned maintenance centers. Pioneers reap rewards, but they also catch arrows. While they had grown to ~25 locations throughout North and South Carolina, they were having problems sustaining business without promotional efforts. Strangest of all, AAA members, even those who lived closest, were staying away.
We conducted a full competitive and communication audit, did customer research and carved out a position that only AAA Car Care could own: Trust. Along the way, we uncovered the inefficiencies with their direct mail and member communications efforts. Then we created one of the most powerful campaigns they have ever done, “We Love Your Car.”