AAA Northern California, Nevada & Utah - An NCR Netkey Case Study

The customer

A federation of more than 80 affiliated clubs, AAA has been an advocate for the motorist and traveler since its founding in 1902 as the American Automobile Association. Known primarily for providing emergency road service, maps and insurance products, AAA also offers travel services and a range of member-benefit programs, and is widely recognized for its many public service activities.

AAA Northern California, Nevada and Utah (AAA NCNU) is the second-largest regional member club of the national AAA organization. Headquartered in the San Francisco Bay Area, AAA NCNU provides its members with an array of automotive, travel, insurance and financial products and services. The club serves more than 4.2 million members via about 100 local branch offices and several operations centers.

The challenge

In one form or another, multimedia has been a key component of communication programs at AAA NCNU branch facilities for many years. Over time, the organization evolved from VHS tapes to a DVD-driven system used to promote travel services and marketing campaigns such as the AAA Show Your Card and Save® program.

However, the DVD system was inflexible and difficult to update, and it required significant manual intervention to operate.

AAA NCNU executives recognized the need for a networked, integrated system designed to enhance the member experience, present a consistent brand image and deliver targeted marketing and promotional information.

“Although today’s AAA NCNU members are heavy users of the club’s website, our retail branches and operations centers draw the majority of visits by members and non-members,” said Bihl Beckstedt, Environmental Design and Brand Director for AAA NCNU. “These visits provide a great opportunity for us to help people connect with AAA products and services. So it’s critical to deliver messages that are timely and relevant, as well as consistent with messages we convey through other communication channels.”