Title:
Digital Marketing Manager, AAA Carolinas
Year:
2014
Category:
Digital Marketing Transformation
Result:
Finalist
The Company:
AAA Carolinas is an affiliate of the national AAA that serves members in North and South Carolina, providing roadside assistance, car care services, travel services, auto insurance, consumer discounts and more.
The Problem:
AAA Carolinas faces a challenge that confronts many businesses that operate multiple locations: how to connect our consumers with the right AAA Carolinas business locations representing a myriad of services and agents. AAA Carolinas, which serves customers in North Carolina and South Carolina, competes in a very crowded space where insurance providers, car care specialists, and travel agencies (our three lines of business) battle for customers and top search engine rankings across both states.
What’s more, many of our customers require immediate access to their services 24/7, meaning that information about AAA’s offices, agents and services must be accurate and easily accessible across search and social channels, particularly for users requesting that information while on-the-go from a mobile device.
The Solution:
AAA Carolinas chose Placeable’s flexible, scalable location-marketing technology to help us manage and normalize location data, and easily deploy it across our own website, search engines and social networks. Using the Placeable Pages local landing page platform, we are able to provide expanded calls-to-action that help to direct customers to appropriate agents, specialists and locations. We also rely on Placeable to power our Facebook parent-child pages to address the needs of our social media-savvy customers, and enable sharing of important information across the community.
The Results:
Placeable helped us clean and normalize our location-specific content and deploy it across SEO- and mobile-optimized local landing pages. This allowed us to achieve greater search engine visibility, social-mobile discoverability and a distinct competitive advantage. This customer-centric approach to local marketing has helped us grow our site traffic, and ensure that those needing immediate roadside assistance or car maintenance are able to quickly and easily locate the services they need.
Metrics:
Because of this initiative, AAA Carolinas went from having 51 location pages indexed with search engines to more than 1,200 pages without any duplication. After 12 months in production, we have achieved an 816% YoY increase in overall organic traffic, with more than 25% of those visitors converting to a lead. We have also experienced an astonishing 2,344% increase in organic mobile traffic!
The Technology:
Placeable Workbench, a SaaS marketing automation technology that cleans, normalizes, geo-codes, manages and enriches location data, along with Placeable Pages -- a local landing page publishing platform that includes mobile and desktop locators and the ability to create and manage landing pages for every location.
Disruptive Factor:
This project has allowed us to compete much more effectively for customers--especially given that they are becoming more tech-savvy, and many of them were searching for our services on mobile devices or on social networks. We needed an integrated solution that ensured accurate business information was available no matter where or how a consumer chose to find it. In order to keep growing our business and expanding our services, we also required that the platform drive search and web traffic, as well as support digital lead generation efforts.
Shining Moment:
Placeable enabled us to implement a smarter, more customer-friendly approach to managing our digital presence that has helped us increase our site traffic and improve lead generation efforts -- but more importantly, we have been able to make it significantly simpler and more convenient for drivers in need of urgent car maintenance or roadside assistance to access those services.
