AAA Carolinas faced a unique challenge in building a strong digital footprint to reach its members. The way AAA works meant that the Carolinas club cannot advertise outside its geographic boundaries, lest it step on a neighboring club’s toes. AAA Carolinas serves members in North and South Carolina.
“This was a huge issue for us,” said Heather McBrien, AAA Carolinas’ digital marketing manager. “Our digital footprint was so small that we decided, OK, we have to reach people where they are, so everything is at their fingertips.”
AAA Carolinas worked with Placeable to create locator pages for all of AAA Carolinas’ storefront locations as well as individual travel, insurance and car care agents. These pages enabled consumers (desktop and mobile) to get quotes, contact agents and so on.
“We almost quadrupled our digital footprint,” McBrien said. “It was so impressive than in the first few months when they gave me the analytics…I questioned them and said, ‘Are these for real?'”
AAA Carolinas is a finalist in the “Strategic Use of Digital Marketing” category for BIA/Kelsey’s Go Local Awards. Award winners will be announced at the end of Day 2 at BIA/Kelsey’s Leading in Local: The National Impact, May 7-9 in Atlanta. The awards program is sponsored by Balihoo.
Click on this video link to hear McBrien talk more about the locator pages program and the results it produced.