Book 4 - Appraisal Institute of Canada

Evolving the AIC brandThe Appraisal Institute of Canada’s (AIC’s)Marketing Plan includes numerousprograms, media relations, public relations,promotion and advertising. A large percentage ofthe marketing budget is allocated to advertising.With all of the advertising media available thesedays, and with clients/consumers being open toreceive just about any type of message, advertisersmust determine which medium best achieves theiradvertising objectives.Annually, the Institute’s advertising objectives,target audiences and messaging are reviewed by theMarketing & Communications Committee. Changesare made to reflect the changing marketplace.During the recent review in July/August, the decisionto advertise on The Weather Network wasconsidered a strategically sound one for theAIC. National exposure on Canada’s only Englishspecialty channel devoted to weather is a highimpact addition to the existing media plan, and asolid ‘fit’ with the communications roadmap setby AIC with the launch of the new brand in 2008.The Weather Network presents an opportunityfor a dual platform communicationsstrategy – a brand awareness drive on nationalTV, supported by a complementary recruitmentinitiative using the online Weather Network witha call to action driving traffic drive to aicanada.ca(English and French via MétéoMédia).Moving into a new medium with a nationallyrecognized media partner illustrates themarketing and communications momentumthat the AIC has consistently demonstratedsince the launch of the new brand in 2008;meeting business and communications objectiveswith a savvy allocation of marketing dollarsby spending ‘smart’ and finding new andcost effective ways to promote the Institute.At the outset, in order to grow brandawareness, it was critical to reach the Institute’stargeted audiences – speak to those who alreadyknow AIC. It is these individuals who havebecome brand ambassadors for the Institute.Communications to existing audience is directand targeted to specific segments, and it lendsitself well to the print/trade publication media.In order to reach new audiences and growbrand awareness, it was important for AICto continue to find new and exciting ways toengage new and mass audiences – strategically,it was the righttime to introduce theWeather Network toAIC’s media plan. AICstrategically selectedthe months of Octoberand February 2011.Exposure of thebrand message onnational TV sends amessage that the AICis gaining momentum.This is helpful in illustratingvalue to existingJoanne CharleboisDirector Marketing & Communicationsmembers and implies a level of sophisticationto a mass audience.National exposure on The Weather Networkfor AIC’s brand message supports both businessand communications objectives. The mediumpositions AIC well to achieve the businessobjectives of promoting the Institute and itsmembers and to develop mutually beneficialpartnerships in the business community. It alsoanswers a key communications objective to ‘bevisible’ in order to grow brand awareness.Going from print advertising to online advertisinghas seen a strong shift this year. Online advertisingis experiencing phenomenal growth. AIC hasmaximized this shift as the majority of AIC’s printadvertisers are incorporating AIC’s online ads ontheir websites, for a nominal additional cost andsubstantial increased reach.There are also numerous additional options toproducing lower cost advertising which extendsthe print ads. Social networking including Facebook,Twitter and You Tube are all options that AIChas adopted as part of its marketing strategy.It is noteworthy that AIC has already maximizedadditional trends expected for 2011 which include:• continued use of social networking, and• using employees as pitch persons.The development of the corporate image libraryhas enabled us to feature numerous AICmembersin all of our print ads and on the covers of theDesignated Member Source Guide, the AnnualReport, and Canadian Property Valuation magazine,including incorporating them into the magazine.The additional benefit of the diverse range ofmembers that participated in this project from variousprovinces is that these images are also availablefor provincial marketing initiatives, i.e., provincialweb pages being created by AIC, provincial ads andcollateral material.26Canadian Property Valuation Volume 54 | book 4 | 2010 Évaluation Immobilière au Canadaclick here to return to table 0f contents