American Society of Appraisers: Distinguishing ASA From Other Appraisal Groups

Challenge: As the agency of record for American Society of Appraisers, Singer Communications created a branding and PR campaign for the international association.

Strategy: Increase the visibility and credibility of ASA and its members.

Tactics:
• Draft a strategic plan. SC created a strategic plan presented and approved by the association’s executive staff and Board of Governors.
• Refine key messages. Key messages reflecting ASA’s mission and day-to-day activities were refined and disseminated to ASA spokespersons.
• Create collateral materials. Materials such as op-eds, letters to the editor, press releases, fact sheets, and specific project information were created.
• Conduct media training. SC provided media training for 10 ASA leaders.
• Build a Speakers’ Bureau. Leveraging the expertise of ASA’s members, SC created a national Speakers’ Bureau. The members serve as media spokespersons and speakers for other organizations.
• Create pro-active monthly effort. To attract media coverage, SC developed monthly topics that piggybacked on the news of the day such as a Valentine’s Day pitch that discussed ensuring your gifts are appropriately appraised.
• Develop special events. To encourage journalists to write about ASA and position the association as a media resource, SC held a telephone news briefing on how home and business owners need to have their belongings appraised before a disaster hits. SC managed a team of five PR professionals for this project.
• Publicize alliances with corporations. SC led the effort to obtain publicity for ASA’s first strategic alliance with a corporation, Fireman’s Fund Insurance Co.
• Produce monthly newsletter article. SC wrote a monthly FastRead article.
• Create bimonthly magazine article. SC drafted an article for ASA’s journal.
• Promote annual meetings. SC identified news angles, created press releases and advisories, prepared other materials, and managed journalists onsite. A telephone news briefing for reporters unable to attend the conference was held. SC managed a team of three PR professionals for this project.

Results:
ASA’s goal was to exceed their 2003 achievement of 25 million media hits. As of June 2004, SC had more than 25 million media hits.