CAA BRAND GUIDE
A Content Style Guide is less like a book of rules and more like a gateway to inspiring and powerful language that’s as enjoyable to read as it is to write.
Since 2019, the EllisPark.co team has worked with CAA SCO on a variety of strategic content projects. We developed the first Content Style Guide for CAA SCO and CAA Manitoba (including a distilled executive summary for CMO to present to CAA Board) and wrote copy for the Graphic Standards Guide to make it straightforward to all stakeholders.
The online Content Style Guide guide was designed as a reference to help writers and marketers create CAA content that’s easy to understand. It also outlines ways for how the internal stakeholders can communicate with one consistent voice representing the CAA brand for all of Lines of Business within the CAA South Central Ontario and CAA Manitoba clubs. We’ve created this guide for reference on an as-needed basis.
CAA SUMMER ADVENTURES 360 CAMPAIGN
How do you communicate the importance of all parts of your business during a pandemic? You create great content and then deliver it strategically to your customers.
For CAA’s Summer Adventures Campaign, we successfully worked across multiple lines of business including Insurance, Travel, Roadside and Member Rewards to provide a digital experience for Members to get inspired with ideas and rewards from CAA during the difficult pandemic times. We developed a four month-long content campaign that included a blog takeover, social media and digital content. In addition, we designed ad creative to support an extensive media campaign (including Pinterest and Instagram ads) using both paid and owned channels to drive Members to engage online with CAA.
