Employees of AAA Northeast have adapted remarkably to the global health crisis, working tirelessly to serve AAA members and our communities.
The club recently released a commercial highlighting the important work its employees have been doing and dedicated a page on AAA.com that features employee stories and videos.
Andrew Rosen, vice president of brand and content marketing, said the vision for the page was to serve as a backstop for the “Our People” advertisement, which has been running in several regions.
“The hope is that our new television ad campaign inspires people to learn more about our organization and our heart and soul — the people behind the brand,” Andrew said.
Dana Laverty, travel and copy editor, created a rough outline of the page. Given her familiarity with club news, she already had a vision of what stories and videos to include. In addition to employees, Dana said it was important to inform members about how they can volunteer in their local communities.
“I hope members get a sense of how hard AAA Northeast employees have been working not only on their behalf but on behalf of the community,” Dana said. “I’m hoping that when members see that video and the webpage, they not only get a better idea of how caring the company is and how great AAA employees are, but also, how they can help as well.”
The commercial and the page include a message from President and CEO John Galvin about how proud he is of those who continue to help and serve each other as well as members both on and off the road. In addition to a string of heartwarming employee stories, the page offers volunteer resources and a social feed to update those interested in news around the club.
While Laverty gathered content for the webpage, Shannon Wittwer, digital product management director, worked closely with web developers to build the page.
“We wanted to create a dynamic landing page that really highlights what the video was trying to say and some of the key efforts going on around AAA,” Wittwer said. “I think it shows the true heart of AAA, John Galvin, our employees and the incredible efforts that are being made to keep everyone working and involved.”