Who is BCAA?

BCAA is a very highly-regarded insurance company. They are recognized as one of the best employers and also one of the most trusted brands in BC by consumers. It is BC’s provincial division of CAA - The British Columbia Automobile Association. They are one of the largest vendors for government-owned insurance products, offering private add-ons for home, travel and more. People very commonly have their private insurance product for “Roadside Assistance” which has earned their excellent reputation as a first responder for highway storm conditions, dead batteries, flat tires, empty gas, and other types of car trouble.


BCAA’s Aesthetic

A glimpse at BCAA’s Instagram, and hovering over some of the posts I contributed to for a look at their level of engagement.

 

What is Evo Car Share?

Car share businesses have been extremely lucrative in the city of Vancouver. The biggest challenge for them to get started is acquiring the correct insurance for their fleet of short-term rental vehicles. As an insurance company, BCAA decided to launch their own car share company, Evo. Still a relatively new venture, Evo looks a lot like a startup. They are well-liked in the city, and adoption is very high, with good brand positioning amongst competitors, but their app has many pain points and is challenging for their users. I began in their Marketing department, and after gathering user feedback via social media, performed some user testing of their app. I mapped the user journey and pain points to create a fuller UX/UI audit, and presented recommendations to their tech team on user interface and haptics for a better user experience that would help improve their 1-star rating in the app store. It took into consideration limitations they experience which involve long-term goals, and prioritized smaller features which would be inexpensive to code, as well as some more ambitious features which would greatly improve their overhead and operational pain points.


Evo Car Share’s Aesthetic

A glimpse at Evo Car Share’s Instagram, and hovering over some of the posts I contributed to for a look at their level of engagement.

 

BCAA & Evo - Introducing Social Templates

Posts across social media channels were lacking some engagement, as a result of being identical. I introduced a template for each platform, which would help guide improved formatting for cross-posted content. For example, no hashtags were being used, so applying them improved Return on Ad-Spend (ROAS) by reaching audiences beyond their current followers, and making their posts more discoverable.

BCAA - FB1.jpg

Facebook Format

- Best without hashtags
- Tagging participating businesses
- Emoji
- Spacing for hierarchy
- Link provided as CTA
- Use of video (gif) improves organic results
- Location tagged for local audiences
- Posted at optimized time of day
- Copy shortened to accommodate clipped text breakpoint with more compelling info displayed
- Meets policies and style guide of partnered businesses

BCAA - Insta1.jpg

Instagram Format

- Many hashtags to help create library, researched for dual meanings
- Hashtags separate for legibility
- Tagging participating businesses & adjusting tag for this platform
- Emoji
- Spacing for hierarchy
- Link provided as CTA, not in bio due to other links in that space
- Use of video (gif) improves organic results
- Location tagged for local audiences
- Posted at optimized time of day
- Copy adjusted to accommodate clipped text breakpoint with more compelling info displayed
- Meets policies and style guide of partnered businesses

BCAA - Twitter1.jpg

Twitter Format

- Hashtags included in text to maximize wordcount
- Copy adjusted for better hashtag wording, and to remain compelling
- Emoji
- Spacing for hierarchy
- Link provided as CTA
- Use of video (gif) improves organic results
- Location tagged for local audiences
- Posted at optimized time of day
- Meets policies and style guide of partnered businesses