AAA Membership Mailing

Client:
American Automobile Association

Industry:
Membership organization

Project:
Direct mail

Key objectives:

Direct mail can be an effective way for AAA to build membership, so the organization tests packages on an ongoing basis to reveal new insights on improving strategies and tactics.

Messaging:

Various formats and concepts were tested, but each takes into account that many  potential members see AAA only as an emergency roadside assistance service. So these mailings include content focused on:

• Peace of mind 24/7 while on the road — along with other benefits that include travel planning, insurance, DMV services, and many discounts  

• Reliability of an organization that with a 120-year record of service

• Affordability of AAA membership

Three formats were tested. These include a traditional envelope package, self-mailer, and a package that includes an accordion-style brochure to present benefits.

Review versions of this mailing in the three PDFs below.