AAA

Blueprint For 50% Growth In Memberships

Retail Marketing

If your business needs assistance in illustrating ideas, changing consumer mindsets, telling powerful stories, and/or positioning your brand for success, Brandience delivers flawlessly on all fronts.

Ed D., Marketing Director AAA

AAA

Brandience is an exceptional, unparalleled advertising agency that has been and continues to be essential to our organization’s success. If your business needs assistance in illustrating ideas, changing consumer mindsets, telling powerful stories, and/or positioning your brand for success, Brandience delivers flawlessly on all fronts.

Ed D., Marketing Director AAA

AAA

Even a great brand can face irrelevance by standing still while the world changes around it. AAA had tons of earned credibility and trust as a travel and roadside assistance resource, but lost its competitive edge in delivering the reason why.

Redlining the Value Proposition

Competitive intrusion from insurance companies, car dealers and others had largely eroded AAA’s value proposition. So we redefined the brand’s value equation to reveal the many unexpected benefits of AAA membership.

Reversed a declining trend to meet retention goals
Increased new memberships as much as 50% across markets
Regional campaign picked up by other AAA clubs across the country

The world had changed

AAA used to be the only game in town for roadside assistance. Then everyone — including insurance companies and auto dealerships — began to offer the same services… for free. Everyone looked and sounded exactly the same. So AAA’s value prop was effectively erased.

Insight that changed the brief

Initial brief objectives were based on boosting membership retention and gaining new members. But we needed to learn more… beginning with a consumer deep dive. What did they know and feel about the brand, what was their “why?” They told us all we needed to know… That they didn’t know. This changed everything.

Reframing the business problem

The big opportunity for AAA became REDEFINE THE VALUE of AAA membership. The truth was customers needed to better understand ‘why AAA?’

The new AAA Brand Idea

Membership is a surprising & delightful value, and offers more than you’d ever expect. And your connection to AAA is the key to myriad experiences, services and savings.

Powerful Results

The campaign exceeded all expectations. AAA was able to reverse a steady decline in memberships and achieve their retention goals. They also added new members at an impressive rate with some markets realizing a +50% increase. And one club exceeded its membership goal by over 3x! That’s what success looks like to us.

Capabilities

Advertising

Brand Strategy

Creative

Data Analytics

Digital

Media

Common Questions

How can I use these insights for my restaurant marketing strategy?

These insights can help you sharpen your media strategy across digital and traditional channels, identify high-value consumer segments worth targeting, and optimize promotions to drive loyalty and growth. The report reveals key behaviors like heavy online/social media usage, sports viewing habits, and attitudes toward delivery services that can inform your marketing approach.

Which Ohio markets are included in the research?

The report covers five major Ohio markets: Cincinnati, Cleveland, Columbus, Dayton, and Toledo. The analysis draws on syndicated research from Nielsen Scarborough to provide market-specific insights for each region.

What defines a "heavy user" in this report?

Heavy QSR and sit-down restaurant users are defined as consumers who visit these establishments five or more times in the past 30 days. This group represents the most valuable and influential diners in the category across the five Ohio markets studied.