How CAA National enhanced its social impact through data-driven insight reporting

CAA National & Agility PR Solutions

Agility PR Solutions has been a longstanding partner with CAA National, providing media measurement since 2017. However, CAA National realized it required a deeper understanding of public sentiment and the media landscape in general to further promote the adoption and awareness of its campaigns and programs.

The Challenge

Recognizing the growing influence of social media and online platforms in shaping public opinion, CAA National was keen to leverage these platforms to engage with a broader audience and gain deeper insights into public sentiment.
As an advocacy organization, CAA National was deeply interested in how the community recognized its policy pillars and initiatives. To continue being a trustworthy organization, CAA National required a comprehensive social media monitoring strategy that allowed them critical insights into the public’s experiences.
Additionally, CAA National and its Clubs recently launched its much-anticipated Air Passenger Help Guide, which is aimed at helping travelers navigate the appropriate course of action during flight disruptions, such as delays, cancellations, baggage claims, etc.
CAA National wanted to devise a strategy to help passengers who have encountered such issues, helping promote the guide.  

The Solution

Agility PR Solutions devised a multi-stage implementation strategy to help CAA National achieve its media monitoring objectives.

Initiating Social Listening 
Going into 2024, CAA National realized the importance of participating in public dialogue across various social media platforms. Agility helped implement a tailored social listening program that delivers daily alerts on travel-related topics, ensuring CAA National remains updated on the latest conversations.

Additionally, this allowed CAA National to generate real-time reports on key trends and other important metrics – offering unparalleled flexibility to CAA National staff reacting to the latest data, crises, or developments. 

It enabled prompt responses to public queries and helped guide CAA National’s communication strategy regarding the best channels to communicate with the public.

Enabling Strategic Engagement

Continuing the social listening campaign, Agility implemented customized alerts around the most relevant keywords for the travelling public. This lets CAA National be notified of every mention or discourse pertinent to their brand, helping them proactively engage with the audience.

Dedicated Air Travel Alerts

Navigating airport staff and resolving flight disruptions can be exhausting. If you’ve ever had the misfortune of having a flight delayed or your baggage lost – you will probably relate to this.

CAA National wanted to promote its comprehensive Air Passenger Help Guide by identifying travel issues and complaints in real-time, which helped CAA National tailor their promotion of the guide to reflect current travel issues – be it a hurricane or airline strike.

Agile Customer Support

Alongside a robust platform, Agility also assisted CAA National in understanding how to leverage its platform for maximum benefit through round-the-clock support and specialized training modules. The modern, user-friendly interface and responsive support were crucial to onboarding success.  

Outcome & Key Benefits

Agility’s proposed course of action broadened CAA National’s understanding of the travelling public, allowing for better engagement and improved decision-making.

Increased Connection on Grassroots Level 

As a not-for-profit organization, CAA prides itself on being the voice of the travelling public and advocating for their rights. Agility’s innovative media monitoring and social listening tools allowed CAA National to understand their evolving needs and stay on top of pressing issues.  

Valuable Insights for Informed Decision Making 
Agility’s media intelligence solutions deliver critical insights into current issues facing the public, allowing CAA National to adapt their strategies accordingly. By gauging evolving trends, CAA National can anticipate potential opportunities to assist the community, improving resource allocation and enabling informed strategic planning.  

Engagement Across Five Pillars 

Through social listening, CAA National actively engaged in conversations about its five advocacy pillars: Sustainability, Mobility, Consumer Protection, Safety, and Infrastructure.

“Agility’s insights have made it easier for CAA National to stay on top of trends and adapt our communications efforts on social media,” said Kristine D’Arbelles, Senior Director of Public Affairs at CAA National. 

Key Takeaway

In conclusion, the collaboration between CAA National and Agility PR Solutions highlights the power of data-driven insight reporting and exemplifies how strategic media monitoring can amplify social impact. By embarking on a journey to deepen its understanding of public sentiment and media landscapes, CAA National has fortified its position as a trusted advocate for the Canadian traveler.

Agility PR Solutions’ support in enabling strategic and targeted monitoring of issues that CAA cares about has empowered CAA National to navigate the evolving media landscape effectively. This collaboration has improved the way CAA National measures its successes on traditional and social media and has provided valuable insights for informed decision-making across CAA National’s advocacy pillars.