February 2004 - July 2007
RACC Automòbil Club
Automobile Association
Barcelona
www.racc.es
RACC is the largest Spanish Automobile Association. Its mission is to assist and help its members, improving their quality of life and and taking care of their families, giving solutions and anticipating their changing demands related to mobility, leisure and home assistance. Originally aimed at the sports world, it means a better result and great company values in terms of betterment, consistence, team work and proactivity.
RACC is an association of members with more than 2.000 employees. All of them work to offer to the association members the same service that one friend offers another.
Functions:
- Marketing Plan
- Supply Management
- Branding and
- Corporate identity
- Institutional communication
- Campaign Management
- On-line Marketing
- ATL/BTL
Achievements
> Built a three party relationship between products, communication and on-line media.
> Developed new ways to communicate with customers such as Mobile Marketing and informative newsletters.
> Worked on customer profitability to improve company income and customer value increasing cross-sell activity.
> Started a ROI-based management to maximize budgets of over €2M per account and year.
> Successfully managed challenges such as communication crises during the Champions League Final and Rally Catalunya transfer.
> Built 3 different win-win partnerships between company and public institutions gaining an extra value in the media of €3M.
> Adapted communication to new legal framework for insurance, reaching an extra budget of €2M for marketing through external deals.
> Developed a strong brand with a wide range of segments offering each one personalized proposals.
> Successfully launched a new product via Internet to face the change in the Travel Agency framework.
