1 / 21

An Overview of RAC

An Overview of RAC. Every 6 seconds, somebody somewhere calls RAC Breakdown We’re proud to be ‘the driving people’. One of our ‘everyday heroes of the road’ Kevin Butterfield RAC Patrol. Timeline. 1897: RAC founded 1901: Introduced uniformed patrols

rodney
Télécharger la présentation

An Overview of RAC

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. An Overview of RAC

  2. Every 6 seconds, somebody somewhere calls RAC Breakdown We’re proud to be ‘the driving people’ One of our ‘everyday heroes of the road’ Kevin Butterfield RAC Patrol

  3. Timeline • 1897: RAC founded • 1901: Introduced uniformed patrols • 1907: Given royal approval by Edward VII • 1912: Introduced roadside emergency telephone boxes • 1987: Advanced Computer Aided Rescue System introduced • 1998: RAC de-mutualisation • 1999: Acquired by Lex Group • 2002: Lex Group changes name to RAC plc • 2005: Acquired by Aviva for £1.2 billion

  4. Brand History • With around 7m members, RAC is one of the UK’s most progressive motoring organisations, providing services for both private and business motorists • Whether it’s roadside assistance, insurance, vehicle inspections and checks, legal services or up-to-the-minute traffic and travel information – RAC is able to meet motorists’ needs • RAC is committed to providing the very highest levels of service to its members • Aviva bought RAC in May 2005. The acquisition brings together RAC’s powerful brand and customer base with the expertise and leading position in motor insurance of Aviva UK Insurance (formerly Norwich Union Insurance). Aviva is the UK’s largest insurer with a market share of around 15 percent • RAC is part of Aviva, the world’s fifth largest insurance group which operates in 28 countries

  5. CORE Brand Essence Everyday heroes of the road Values Integrity - Using our initiative - Technologically expert - Member-focussed - Going the extra mile Down to earth Creative proposition: Stimulus to bring essence to life RAC: people who love to get their hands dirty for drivers Creative idea ‘Heroic obsession’ Positive statement of everyday heroic acts. Colleagues, stories and proof points absolutely key to demonstrate the ‘real RAC’ and what makes us unique Endline The Driving People It’s what we are and what we’re known for Internal campaign We are all ‘heroes of the road’ RAC Brand Strategy

  6. RAC Brand Essence

  7. RAC Proof points • “RAC has more patrols per member than any other rescue organisation”(Source: Mintel UK Recovery Services November 2008) • “Our Patrols fix 8 out of 10 jobs they attend at the roadside for our individual members, this excludes accidents and extreme failures”(Source: RAC Measurement and Insight) • “With around 2,000 patrols will aim to be with you within an average of 40 minutes of your call”(Source: RAC Measurement and Insight) • “RAC assist to almost 2.8 million breakdowns a year”(Source: RAC Measurement and Insight) • “Every 6 seconds someone, somewhere calls RAC Breakdown”(Source: Based on 5 million calls received in 2008. RAC Measurement and Insight) • RAC patrol vehicles are constantly updated with leading edge technology to help assist members at the roadside with a demonstrable track record of innovation: • Rapid deployment trailer – first to market • RAC Scan – first to market • Roadside browser – first to market • eCSI – market leading • Patrol Vehicle Systems – marketing leading • Mobile Locate – first to market • “RAC has 111 year’s of experience – more than any other breakdown organisation, (founded in 1897)”(Source: RAC Measurement and Insight)

  8. Why ? Why work with RAC? The best for your customers Mutually Beneficial More than just Breakdown Cover Partnership Experience

  9. Why RAC? • The best for your customers • 2008/2007/2006 – J.D. Power and Associates’ UK Roadside Assistance Study RAC ranked first for customer service • 2009 – Institute of Customer Service – UKCSI named RAC named top service organisation • 2009 – Business Car AwardsAccident Management Award – 8th year runningVehicle Recovery Award • 2008/2006 – Motability Supplier Partner of the Year Award • 2007/2006 – Green Fleet Awards RAC named best breakdown/recovery company • 2007 – Institute of Transport Management Best breakdown and recovery company • 2006 – National Customer Service AwardsRAC Customer Care named Customer Service complaints team of the year • 2006 – National Customer Service AwardsRAC Patrols named front line customer service team of the year • 2007/2008/2008 – Voted a UK Superbrand by the independent Superbrands Council: • “A Superbrand has established the finest reputation in its field. It offers customers significant emotional and tangible advantages over other brands which customers want & recognise” • 2008/2009 – Which? ‘Best Buy’ for breakdown cover

  10. Adding value RAC Breakdown Levels of cover Roadside assistance anywhere in the UK 24 hours a day, 365 days a year providing you are at least a quarter of a mile from home If we can't fix your vehicle locally, we'll provide Recovery for up to 8 people to any UK destination Breakdown assistance at home or within a quarter of a mile of your home Replacement car for up to 3 days, or overnight accommodation or alternative form of travel Roadside and Recovery to a local garage in 47 countries and repatriation to UK Add Joint or Family to your membership Cover for either yourself or your vehicle Roadside Assistance Recovery At Home Onward Travel European Joint/Family Vehicle/Personal

  11. RAC Online Customer Profile • Age • 35+ • Want to increase representation in 25-35 age group • Gender • 51% female • 48% male • Females purchase higher worth products and retain longer • Mosaic Profiles • Flourishing families, midlife affluence & credit hungry families • Suburban mindsets, professional rewards and small town diversity • Regions • Midlands • South East • North West • East

  12. What our RAC Customers Say

  13. Benefits to RAC Customers RAC Members are entitled to a wide choice of offers worth over £500, including 50% off Haven Holidays, 20% off at Roadchef, 10% off CDWow and many more. The offers are refreshed quarterly. RAC is the 3rd largest supplier of car batteries in the UK and stock 100’s of parts on their vans to get members on their way Free online tools to make motoring easier such as worldwide route planner, live traffic and travel news (including mobile app version), mileage cost calculator, car reviews, blogs, an active forum and much more… Our monthly ezine reaches 28,000 members and our online forum has 13,000 registered users • RAC provide members with 5 levels of cover • and additional support such as: • Attending Lock outs • Running out of fuel • Free Accident Care, unique to RAC, giving step-by-step advice to help members through the situation, an assessment of who is liable and what to do next, and recovery of the vehicle • Motorbikes covered too with specially trained bike mechanics in London A team of technical experts who can often help fix a car or diagnose a problem over the phone saving the member time and providing reassurance

  14. Benefits for Affiliates Access to brand management area (includes all brand assets such as logos, stock imagery, full guidelines, Tone of Voice guidance, proof points etc. With over 100 years of experience assisting motorists, RAC has a wealth of knowledge and advice to share with consumers. From frequent press releases, in-depth driver studies to bespoke articles, RAC has endless rich content to enhance the Artemis8 site RAC attend and record the details of around 2.6m breakdowns a year giving us masses of data. We can draw on this to provide relevant insights (e.g. types of breakdowns at certain times of year, areas of most breakdowns) Our Patrols including Louise and Crackers are both media trained and would be ideal brand ambassadors RAC is at the forefront of technology and has apps and widgets such as the quick quote widget which can be dual branded and reduces steps in the customer journey Access to data from Hitwise Competitive commissions and contact directly with the RAC marketing team

  15. Programme Details • Commission rates: • Standard affiliates: • £20 on roadside cover • £40 on all other breakdown products • £5 on EBC bolt on product • £42.50 on car insurance • Incentive sites: • £20 on roadside cover • Various on all other breakdown products • £5 on EBC bolt on product • £42.50 on car insurance • Cookie length: 30 daysConversion rate: 5.43% on breakdown and 2.04% on car insurance

  16. De-Duplication Rules • RAC de-duplicate affiliates sales through DART against the following online advertising channels: • PPC Brand • PPC Generic • Email Advertising • Display Advertising • Direct Partnerships • Price Comparison

  17. Payment – Standard Affiliates • Affiliates will receive commission for each genuine new sale, based on current commission rates. • Payment for either product will be withheld if: • The customer cancels the policy within the 14 day cooling off period. • The affiliate deviates from the terms and conditions set out in this document. • The policy is found to be fraudulent. • The amount payable will be recorded by Buy.at and verified by RAC.

  18. Payment – CashBack Sites • Please make sure the following information is displayed on all CashBack sites: • CashBack is only available for annual payers (monthly payments are excluded from this offer). In order to receive your CashBack you must click through to the RAC site via the [name of affiliate] link. It is important you generate a new quote and purchase directly. If the quote has been generated via another site or advertisement you will not receive your CashBack. CashBack will not be paid on any policies cancelled during the 14 day cooling off period. Contract must go live and be fully completed. Renewals do not qualify. Validation of policy may take up to 90 days. The [name of affiliate] CashBack is offered and paid by [name of affiliate], NOT RAC. This offer is eligible on tracked transactions reported and validated by RAC. ***The programme is unable to accept earnings enquiries on RAC products more than 12 weeks after the transaction date. Please keep your quote reference in case you need to raise an earnings enquiry.*** • Disputed transactions: • The merchant will investigate disputed transactions within 75 days from submission. All transactions must be submitted within 6 months of purchase to buy.at for commission to be paid.

  19. PPC Terms • Affiliates may not bid/appear on RAC trademarks, misspellings, variations of RAC’s trademarks or branded product terms (e.g. RAC Breakdown Cover) on all internet search engines in paid search positions unless the affiliate is invited to join a closed brand bidding group. Any unauthorised affiliate found contravening this will be removed from the programme and will not be paid for sales made. • Are affiliates allowed to send traffic directly to the RAC website? No • Are affiliates allowed to use the RAC brand name in their display URL? Yes • Are affiliates allowed to use the RAC brand within their title & description? Yes • Are affiliates allowed to bid on RAC brand terms? Yes branded product • Are affiliates allowed to bid on misspells of the RAC brand name? No • Should affiliates add the RAC brand name into their negative keyword list? Yes unless part of brand group (Thus preventing affiliates appearing on brand + generic keyword searches) • Are affiliates able to send traffic from their PPC ads to their own site before sending the traffic to the RAC website? Yes

  20. Are affiliates allowed to use the RAC brand name in the ad text or display URLs of their PPC ads? Yes if in brand group • Are affiliates allowed to display their ads when the RAC brand name or variations of the brand name are entered as search keywords? Only on branded product • Are affiliates allowed to display their ads when the RAC brand name and another word are entered as search keywords? Yes if in brand group • For any agreed affiliate PPC activity, affiliates are allowed to promote RAC on all search engines listed below: • • Google • • Yahoo • • Bing • • Other • Are there any specific search terms (keywords) where RAC don’t want affiliate PPC ads to appear? Pure brand terms (e.g. RAC) • Are affiliates allowed to bid on competitor keywords? Yes • Are affiliates allowed to use competitor keywords in their display urls/ ad copy? Yes

  21. Promoting RAC • Creative: • Standard, offer and flash banners are available. Offer banners are updated regularly to reflect the most recent site promotions. • Deeplinking: • Deeplinking to specific products is possible upon request. • Communications: • Affiliates receive regular emails providing updates on products, offers, etc. Affiliates can also sign up to receive RAC’s press releases.

More Related