ASA exploring new brand, new name

“There are a lot of changes on tap for ASA marketing and communications,” says Arlene Ashcraft, the editor of the ASA’s weekly E-Update, in her latest missive to members. “The ASA Board of Governors recently approved funding to explore re-branding the Society with a fresh and more modern logo.” A focus group consisting of members and nonmembers (within the U.S. and abroad) will explore changes to the ASA logo and discuss the implications, nationally and internationally, of its name, “American Society of Appraisers.” “The focus group plans to make recommendations to the Board of Governors at its midterm meeting in March,” Ashcraft says, with more news to come.

Practice-specific marketing plans are also in the works, as an ASA marketing and communications team, led by marketing director Todd Paradis, continues to work closely with the committees representing the various disciplines within the ASA. “These plans consist of lead generation, advertising, promotions, news releases, tradeshows … and much more,” Ashcraft says.

Another big change: By spring the ASA should have a new website. A “beta” version should be available for review by the midterm meeting of the board, and the launch will take place shortly thereafter. New features should include an improved “Find an Appraiser” search, a “major facelift” of the ASA store, and better/easier navigation tools. The goal for the site is to permit members to conduct their business “quickly and easily,” Ashcraft says, and “be a site ASA members will be proud to send clients to.”