WASHINGTON: The American Society of Appraisers (ASA) is launching a national campaign to educate everyone from antique collectors to Fortune 500 companies on the value of hiring an ASA-approved appraiser.
Potomac Communications Group (PCG), a Washington, DC agency that specializes in working with trade and professional groups, has been tapped to conduct the one-year, six-figure effort.
"There are a number of different accreditations that appraisers can receive from different organizations," said PCG vice president Leonard Greenberger. "The ASA is considered in the industry to be the gold standard, but there is a certain amount of competition.
The ASA wants to make sure that its accreditation continues to be recognized as the best there is."
Complicating the campaign is an extensive, scattered target audience, which includes "anyone from homeowners to antiques collectors to Fortune 500 companies to bankers and insurance agents," according to Greenberger. The plan is to rely mainly on media relations, targeting each demographic through specialty and consumer publications.
"Through the plan, the ASA intends to establish the society's professional designations as must-have credentials in the appraisal/valuation marketplace," said Ted Baker, executive vice president of the ASA.