Membership Materials
I was tasked with re-designing all of the membership materials during to better align ourselves as a "lifestyle" brand to appeal to a younger demographic. Prior to this, all of the materials were primarily grey in color, heavy in text, and featured little-to-no imagery. Every aspect of membership was updated to align with the new, brighter style and trademark tagline – KEEP LIFE GOING™.
Our focus was to feature people having fun and highlight the perks of being a member. I was able to find a balance with the new design that appeals to millennial audiences without alienating the existing baby boomer base.
I incorporated the new branding into everything from multi-page applications, member handbooks, member renewal bills and card carriers, and a new card design that is unique to Oregon/Idaho members. A few examples of these are shown. Members began receiving these new items in January 2016 and they will continue rolling in phases through the remainder of the year.
New Member Campaign
AAA is known for their roadside assistance, but research shows that members who interact with more than one business line within AAA are more likely to renew their membership after the first year.
As an effort to increase renewal rates, I created this campaign to educate new members about all of the products and offerings included in a membership with AAA Oregon/Idaho.
The campaign included a self-enclosed direct mail piece consisting of 5 postcards and an air freshener, a 5-email drip campaign, and a phone call at the end of the cycle to personally interact with the member.
My Work:
- Mapped out and developed the campaign as well as the timing for each touch point with the members
- Creative direction for direct mail piece
- Designed and coded five responsive emails for the email drip campaign
Travel Email
Newsletter
I recently re-designed Traveler, a monthly newsletter that supports AAA Travel and highlights travel packages and deals that are available.
The new email layout I created is responsive, contains less copy than the previous template (right), and highlighted the destinations through photographs. We increased the amount of information on the supporting landing pages for each vacation, including detailed day-by-day itineraries, destination maps, and a quick reference sidebar feature.
The new emails began out-performing the old layout and design immediately, By the second month, we had seen a 60% increase in click-through rates compared to two months prior.
Service Tracker
Service tracker is a brand new service that AAA Oregon/Idaho recently rolled out. After requesting roadside assistance, members are sent a link to their phone. By clicking the link, members can track their roadside service technician in real-time as they're on the way. We are one of the first clubs in the U.S. to implement this program
I have included several components that I created to support this campaign – ranging from print ads, social media ads, and landing page.
Additional Projects
- Creative Direction - Provided both in-house and for external vendors we hire
- Intranet Design – Provided UX research and created wireframes, site map and design mock-ups for new intranet
- Social Media – Art direct and curate content for our social platforms
- Brand Guidelines – Created an updated brand resource that aligns with current company efforts
- Print Management - Manage relationship with printer, quote approvals, ensure printed stock is on hand in our warehouse for our service centers to order from
- Interior Graphics – Created artwork for several re-designed service centers, including framed and printed art as well as raised metallic logo work
- New Website – Assisted in creating graphics, forms, icons and content for a new website launch, aligned landing page style guides with current brand standards, created written and photographic tutorials for employees on word press detailing how to create pages in our brand style