AAA CREATIVE BRIEF

Project Name:

AAA Safe-Link

Date:

March 29, 2011

Department:

Roadside Assistance

Project Initiator:

Paul Ferrante

Business Objective

• Offer new and innovative product and service to existing / future AAA members.

• Increase market share of existing products and services offered through the use of this new technology offering.

• Enhance customer relationship and experience with AAA products and services.

• Establish new business partnerships and enhance existing partner relationships.

Desired Call to Action

Develop partnership with Microsoft Corporation to market “Sync” type

technology to our existing / future AAA members.

ROI / Tracking of Effectiveness

Development of ROI / Tracking effectiveness to be based upon

completion of feasibility / market analysis.

Primary Target Audience

New and Existing AAA members.

Members who own or lease vehicles

Company fleet vehicles.

Married couples with average or higher income, age range 25 – 60

Young Professionals.

Marketing

• Easy to install Safe-Link module.

(Pricing to be determined)

• Monthly subscription fee

(Pricing to be determined)

• Value added

(Comes with AAA premier membership)

• Bundled AAA Products & Services available

( Auto Insurance, Travel Services, Financial Services)

Unique Selling Proposition of this Product / Service

SafetyMake and receive phone calls, have text messages read aloud, and more.

SecurityConnect to a 911 operator through your paired mobile phone after anaccident in which an airbag deploys with 911 Assist.

Entertainment Control your MP3 player with the sound of your voice. Browse your musiccollection by genre, album, artist, song or playlist. Direct link to AAA TravelServices, personalized news, sports, weather, horoscopes, stocks, movies, and more.

NavigationReceive turn-by-turn directions, business search listings, traffic alerts,and send to AAA Safe-Link from Google® Maps and MapQuest®.

Primary Feature in this Offer

About AAA Safe-Link Technology

MobileMake calls, browse your phonebook, see your call log, have your text messages readaloud and more.

EntertainmentControl your MP3 player with the sound of your voice. Browse your music collectionby genre, album, artist, song or playlist.

Traffic & DirectionsReceive turn-by-turn directions, business search listings, traffic alerts, personalizednews, sports, weather, horoscopes, stocks, movies and Send to SYNC from Google®Maps and MapQuest®.

Driver AssistanceConnect to a 911 operator through your paired mobile phone after an accident in whichan airbag deploys with 911 Assist.

Primary Benefit

• Development of new revenue source by instituting AAA Safe-Link technology

• Establishing AAA as an organization on the cutting edge of product technology and customer service.

• Marketing new technology offering so as to enhance existing Product / Service portfolio.

(Safe-Link Roadside Assistance, Safe-Link Travel, Safe-Link Financial, Safe-Link Insurance Services).

• Develop new business partnerships to enhance product portfolio and increase ROI of all offered services.

Attributes or Core Values Conveyed

• Trusted Partner in Life’s Journey

• Reliable, Dependable Organization for over 100 years

• Industry Leader

• Customer is always our Number One Priority

Competition

General Motors – On*Star System(Only available through General Motors on certain GM Models)

Ford Motor Company – Microsoft Sync Technology(Only available through Ford Motor Company on certain Ford Models)

Timetable and Deadline for this Project

Preliminary Concepts June 1, 2011

Feasibility Study / Partnership Alignments September 1, 2011

Marketing Study September 1, 2011

Initial Project Review October 1, 2011

Finalization Review November 1, 2011

Final Sign-off for Legal December 1, 2011

Marketing Announcement January 1, 2012

Product Launch February 1, 2012

Project Budget

Budget Guidelines to be determined by Feasibility Study