The Road to Media Coverage for AAA Central Penn

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Winner of a Silver Keystone Award from the Central PA Chapter of the Public Relations Society of America

AAA Central Penn media event

AAA Central Penn provides over 335,000 Pennsylvanians with automotive, travel, insurance and financial services through 10 branches and a mobile member service unit. One of 32 AAA clubs across North America, the organization serves members in Adams, Cumberland, Dauphin, Huntingdon, Juniata, Lancaster, Lebanon, Mifflin and Perry counties.

In 2024, AAA Central Penn sought to increase brand visibility by ramping up its media relations strategy, employing a formula to earn coverage throughout the year and position AAA as the authority on travel in the region and an organization that cares about its community. To lead the strategy, AAA Central Penn turned to PRworks, its public relations partner.

Preparing for the Journey

Thanks to an existing relationship with AAA Central Penn, PRworks was fully immersed with the automobile club and its subject matter prior to developing the 2024 media strategy. Research to inform PRworks’ ongoing work for AAA, and its earned media program specifically, included:

  • Stakeholder interviews with:
    • AAA Central Penn’s President and CEO
    • AAA Central Penn’s Chief Sales and Member Experience Officer
    • AAA Central Penn’s Director of Marketing and Member Experience
  • Analyzing past news media coverage in AAA Central Penn’s footprint
  • Analyzing past news media coverage in other AAA-served media markets
  • Ongoing information gathering via biweekly client planning meetings

Mapping the Destinations

A history of positive media coverage notwithstanding, AAA Central Penn recognized the need to leverage media relations more strategically to:

  • Increase Brand Awareness: To strengthen brand recognition and reach a wider audience within its nine-county service area.
  • Drive Membership Growth: Encourage new memberships and promote the value of AAA services.
  • Support Talent Recruitment: Attract and retain top talent within the organization.

Miles Worth of Stories

PRworks developed a year-long media relations plan focused on four key pillars:

  • Travel Forecasts & Tips: Capitalizing on seasonal travel trends, PRworks issued timely news releases and provided expert commentary on topics such as holiday travel forecasts, road trip safety tips and international travel advisories.
  • Driving Safety: The program proactively addressed critical driving safety issues, including the importance of the “Move Over” law, safe driving practices during inclement weather and the dangers of distracted driving.
  • Travel-Related Special Events: The strategy leveraged AAA’s local events, such as TSA PreCheck enrollment pop-up events and travel shows, to generate news coverage and engage the community.
  • Corporate Social Responsibility: PRworks also highlighted AAA Central Penn’s commitment to giving back to the community through initiatives like the Martin Luther King Jr. Day of Service and the donation of school supplies to local students.

Arriving at ROI

The media relations campaign exceeded expectations, achieving a 327% increase in media mentions compared to the previous year. Key highlights include:

  • Significant Increase in Media Coverage: An average of 35 media mentions were secured per month, almost triple the previous year’s average of 13 mentions a month.
  • Expanded Reach: The campaign garnered significant media attention across a wide range of outlets including TV stations, online news platforms, newspapers and radio stations.
  • Positive Brand Impact: The increased media visibility effectively enhanced AAA Central Penn’s brand image, positioning the organization as a trusted source of travel information and a valuable community partner.
  • Measurable Return: The campaign generated a substantial publicity value equivalent of $1.8 million, demonstrating a significant return on investment for AAA Central Penn.

The results of this strategy demonstrate the value of a proactive and well-planned approach to media relations, delivering tangible benefits for AAA Central Penn. The successful program continues to serve as a roadmap for PRworks’ ongoing partnership with AAA Central Penn, guiding future media relations efforts.

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