Book 4 - Appraisal Institute of Canada

equirements, including demandingundergraduate degrees. They areaware of our demographics andour need to grow our Instituteso that we can meet marketneeds and position ourselveswith current and potential clientsto avoid losing market share toother competing groups (e.g.,other property specialists oraccountants). They saw thediversity in our CommunicationsCommittee, which represents theAIC with members from Westernand Eastern Canada, and pointsin between. We have members inprivate practice as well as in thepublic domain, we have designatedand Candidate members, and wehave a wide range of memberexperience (recent/young andthose who, well, have been aroundawhile). This group brings a wideperspective for Cundari to createa marketing plan that is bestdesigned to take us where wewant to be.How will our story be told? Howdo we attract attention? The firstthing we will see is a new lookthat promotes AIC in the form ofa new logo and descriptor. Wewill see ourselves in professionalmagazines targeting our potentialemployers, clients and partners.We will have a new website,brochures, exhibit materials,PowerPoint presentations andrecruitment materials. All of thiswill be available for use at AIC,by our provincial associations/chapters, and by members. Allof us will have access to thetools which will aid in promotingourselves and our profession andin getting the message to thetarget market.This is a three-year plan, and,because we are skipping theSuper Bowl, we have the budgetAll of us will have access to the toolswhich will aid in promoting ourselves andour profession and in getting themessage to the target market.to sustain us. This promotion hasbeen so long in the making thatsome may have forgotten why it isnecessary. The answer, of course, isto enhance the professional imageof our members and the Institute.What will raising the profile do? Itwill help Canadians realize that AICsafeguards the quality and integrityof valuation advisory expertise inCanada. When they deal with ourmembers, everybody wins and thelong-term prosperity of business,government and the public is theultimate outcome.Communications CommitteePaul Olscamp, AACI, P. App -ChairGlen Power, AACI, P. AppTom Fox, AACI, P. AppBeverley Girvan, AACI, P. AppGrace Ang-Lim, CandidateTo contact this committee email:communications@aicanada.caC a n a d i a nAppraiserE CVolume 51 • book 4 • 2007 valuateura n a d i e n 25