The Auto Club Group, a nationwide affiliate of AAA, focuses on eight lines of business including travel, financial, auto, home, safety, and more. AAA Living was created to promote all of it. Published six times a year with regional-specific content for a variety of states, the magazine meets members where they are with their needs at the forefront of it all.
The print magazine serves as the guiding light for all marketing efforts, with digitally-optimized content available online as well as paid and organic social content designed to promote it. And in between, there’s content at every point of the marketing funnel to promote a wide variety of efforts from travel to membership benefits.
aaa living
As the lead copywriter and editor for digital and social content, opportunities to write print content were sparse—but when they appeared, my hand was always raised.
From short one-pagers to feature spreads, I was also a part of a small but mighty group of creative directors who were given the opportunity to reimagine the magazine architecture. The team pitched three concepts (one from each person), and mine was chosen and is still being used to this day.
The team pitched three concepts (one from each person), and mine was chosen and is still being used to this day. The architecture was designed to turn a marketing magazine into a front-to-back storytelling experience that differentiated paid advertisements from magazine content and allowed members to easily find what most appealed to them.
The team pitched three concepts (one from each person), and mine was chosen and is still being used to this day.
The architecture was designed to turn a marketing magazine into a front-to-back storytelling experience that differentiated paid advertisements from magazine content and allowed members to easily find what most appealed to them.
digital
Leading and managing the AAA Living digital content hub is no small feat, from optimizing print content to filling in the gaps with engaging stories monthly–all while being met with the challenge that the content had to be gated by location. I wrote, edited, planned, published, updated, brainstormed, and more to keep the award-winning AAA Living content hub as accessible, up-to-date, and engaging as possible for members across the Auto Club Group’s key states.
social
Just like the digital content hub, our team planned for a stacked monthly calendar for Facebook and Instagram across a handful of state-based social accounts and tailored content to those areas. (We know a lot about Florida.)
We created GIFs, carousels, static graphics, videos, animations, and more that not just promoted print releases, digital content, podcasts, and products, but also came up with a variety of series that helped show members that AAA does, in fact, know their audience and where they’re from. To do so, we leveraged content from photographers (who are AAA members) to promote their photography and places to visit in each city.
