ASA Department Profile Series: Marketing and Communications

From left to right: Todd Paradis, Alison Ho, and Jennifer Aguilar

Every month the American Society of Appraisers (ASA) regularly connects with more than a million individuals around the world, including ASA members, allied professionals, referral sources, government officials, news media and consumers. Interacting on such a large scale is possible due to a variety of technology-driven marketing mediums, including online advertising, e-mail, public relations, social media, blog postings, e-news, promotional videos and website.

Helping to ensure a consistent and accurate message and universal brand falls under the responsibility of ASA’s Marketing and Communications Department. Each month the department generally produces 100 unique e-blasts and sends nearly three-quarters of a million messages to ASA members and prospects; publishes over 200 posts to the Society’s social media channels (Twitter/Facebook/LinkedIn); as well as publishes news releases, announcements and blog posts; coordinate exhibition at national conferences; supports membership development and national/local chapter educational course and event registration; and provides website development and updates.

The department is currently comprised of three people: Todd Paradis, Alison Ho and Jennifer Aguilar.

Todd Paradis outlining marketing goals for the month

Todd Paradis, Director of Marketing and Communications, is responsible for the management and implementation of ASA’s marketing and communications program, as well as overseeing department staff, supporting discipline marketing committee volunteers and managing the media relations program. He also serves as staff liaison to the Machinery & Technical Specialties Discipline Committee. His dedication and commitment were recognized in 2014 with the bestowing of the Society’s Sylvia Wade Olson Award, given to employees demonstrating outstanding and invaluable service. Todd has been with the Society for five years. His educational background, technical skills and 26 years of work experience provide him with a unique and in-depth expertise necessary to successfully lead and operate in a fast-pace, ever-developing environment. He has a Bachelor of Science degree in Communications with an emphasis in Graphic Design and a minor in Marketing from Washington Adventist University, a Master of Science degree in Marketing from Johns Hopkins University and advanced strategic marketing training from The Wharton School. Prior to ASA Todd worked as a director of marketing communications for Maple Life Financial, a marketing manager for the National Glass Association and as an adjunct print/web publication design professor for Washington Adventist University. Todd may be reached at (703) 733-2124 or tparadis@appraisers.org.

Alison Ho generating new ideas for email content

Alison Ho, Marketing and Communications Coordinator, coordinates ASA’s e-blast marketing efforts, public relations efforts, discipline event marketing efforts and the production of ASA’s monthly newsletter. She has been with ASA for nearly three years. Alison’s educational background provides her with a special and unique understanding of complex and diverse consumer behavior, while her research and analysis skills enhance ASA’s data collection and reporting capabilities. She has a Bachelor of Science degree in Sociology from Virginia Tech where she graduated with honors. Prior to ASA, Alison participated in multiple academic program related internships while completing her degree. Alison may be reached at (703) 733-2119 or alisonho@appraisers.org.

Jennifer Aguilar preparing shipment for upcoming trade show

Jennifer Aguilar, Marketing and Communications Assistant, is responsible for the daily administrative tasks to ensure the functionality and coordination of the department’s activities. She provides assistance with ASA’s social media efforts, public relations efforts, chapter event marketing, list development and project management support. Jennifer has been with the Society for nearly two years. Her proven ability to build and maintain vendor relationships has helped ASA explore new resources that are available. She has a Bachelor of Arts degree in Business Administration with a concentration in Marketing from Marymount University. Prior to ASA, Jennifer served as a sales assistant and guest representative at the Hilton Garden Inn where she provided high quality service and paid close attention to guest satisfaction. Jennifer can be reached at (703) 733-2120 or jaguilar@appraisers.org.

Together, these individuals work to meet the marketing and communication needs of the society.

View other ASA Department Profiles: Accreditation & Reaccreditation, Education, Membership and Information Technology.