AAA is a brand built on trust and generations of loyalty, but today’s members experience value in different ways. AAA Club Alliance’s Retention Team partnered with PINE to modernize how membership value was communicated across a multigenerational audience and throughout the full member lifecycle.
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PINE assessed existing CRM and lifecycle communications, clarified audience segments, and redefined what value meant beyond transactional reminders. This work led to the creation of a new membership mantra, “More for MEmbership,” and a reimagined member first focused brand experience designed to deepen engagement and reduce churn.
The result: Retention communications became more personal, intentional, and aligned across teams. By shifting from reminder-based messaging to relationship-driven engagement, AAA strengthened loyalty, improved internal clarity, and brought a more human lens to the membership experience built for the long road ahead.