The American Arbitration Association (AAA), a pioneering institution in alternative dispute resolution, faced declining case filings and outdated perceptions. To revitalize the brand, we implemented a highly-digital marketing strategy. We completely revamped the media approach to include digital and programmatic advertising, radio, podcasts, and keyword search. We established and optimized social media channels and landing pages with a bold new visuals that honored AAA’s legacy while modernizing its image. The result? A 33% increase in revenue and renewed engagement with key audiences, solidifying AAA’s position as a leader in the evolving landscape of dispute resolution.
Client
American Arbitration Association
Year
2011 – present
Services
Research & Strategy
Media Planning and Buying
Messaging Strategy
Digital Advertising and Marketing
Audio and Streaming
Print & Digital Design
Social Media Management
Photography, Videography and Animation
UI/UX Design
“My challenge was to make a 90 year old and highly traditional company feel innovative and relevant in today’s marketplace.
–We are no longer your grandfather’s AAA®.”
— Michael Clark, Vice President Marketing, American Arbitration Association
Challenge
By early 2010, the American Arbitration Association® was facing mounting marketplace challenges. Case filings were at an all-time low, and to make matters worse, an organization that once made their fees primarily by providing access to a proprietary list of arbitrators could no longer control that information in an increasingly digital world.
Solution
Reposition the AAA as a modern and innovative brand by transforming brand communications from understated to exciting. To do this, we needed to lead the conversations that defined the brand instead of allowing influencers and competitors to develop a storyline.
Success
253%
Increase in LinkedIn followers
81%
Increase in LinkedIn ad engagements year over year
33%
Increase in revenue– the highest in over 90 years
