AAA Southern Pennsylvania: Media Buying, Media Strategy

Creating Awareness, Maximizing Exposure thru Market Research

AAA Southern Pennsylvania turned to us when their previous media agency closed its doors. While the AAA brand is well known, the value of membership, beyond roadside assistance, has not always been widely understood.

With 50K+ members in an eight-county region, AAA Southern Pennsylvania’s in-house marketing department stays busy developing and managing marketing programs for three lines of products: Membership, Travel and Insurance.

Since 2010, we’ve been navigating the quickly changing media landscape for AAA, providing efficiency and cost savings through smart media buying. As the in-house team fine-tuned its marketing message, we fine-tuned the media strategy to maximize exposure in the market regions with the greatest potential for growth, while maintaining brand presence in others. Defined territorial boundaries add to the complexity of the media buys, since adjoining AAA clubs may not be running the same promotions as the Southern Pennsylvania club.

As opportunities in digital and video platforms have become more effective in reaching AAA’s markets, we have expertly leveraged these multiple platforms for AAA and its co-op partners, ensuring that the messages reach audiences who could benefit from AAA’s suite of products and services. When not using nationally-produced TV spots, CH&B also provides full creative and production services in compliance with strict brand standards.

Services
  • Strategic Marketing & Business Planning
  • Integrated Campaign Development, Deployment & Measurement
  • Creative Concepts
  • Online/Digital Display Ads
  • Broadcast & Motion
  • Print/Out-of-home
  • Paid Media