Case Study:

Community Associations Institute

What started as a six-month project for Smith & Harroff has become a five-year collaboration as we continue to work on creative solutions to expand awareness of CAI and the CMCA credential.

The Challenge

The problem faced by the Community Associations Institute (CAI) and its sister organization the Community Association Managers International Certification Board (CAMICB) was how to communicate to and engage an audience that is difficult to find. A key audience for CAI is the volunteer homeowner, active in their homeowner’s association, a diverse group of all ages and backgrounds. Further complicating things is the fact that they have a high turnover rate, often yearly.

The Solution

In order to reach CAI's targeted audiences, we implemented public service announcements, developed social media programs, distributed a toolkit to state chapters, targeted states working on legislation to require licensure and managed highly targeted paid advertising through a multitude of online channels.

CAI Campaign & Project Examples

Responsible Communities Video

Banner & Display Ads

Smart Homeowner Audio P S A Cover Image

We first conducted research and presented CAI and CAMICB with a communication strategy. The plan involves activities to enhance the visibility and reputation of CAI and communicate the importance of having community association managers who are credentialed (trained, educated and professional).

We also believe that the HOA homeowners, especially those actively involved with the board or various committees, are an especially important audience because they are the consumer of the association manager or management company.  Furthermore, their involvement indicates that they take the investment they have made in their home very seriously and want to make sure that investment is protected.

In order to reach these targeted audiences, we have:

  • implemented public service announcements
  • built social media programs
  • distributed a tool kit to state chapters
  • targeted states working on legislation to require licensure
  • managed highly targeted paid advertising through a multitude of online channels

The Results

Working closely with CAI and CAMICB staff, we have seen a steady increase in membership and engagement on the part of community managers and volunteer homeowners. Furthermore, policymakers and opinion leaders increasingly see the need for, and value of, state licensure for community association managers.

Additional Case Studies

Smith & Harroff created and implemented a marketing plan to increase market share among young adults and ultimately increase sales of Real Christmas trees. The marketing program won several prestigious industry awards and was written up as a case study in a collegiate marketing textbook.
For more than 30 years, during the many challenges the industry has faced, Smith & Harroff has been on the front line of the nuclear energy debate. We have worked with the Nuclear Energy Institute (NEI), the trade association and policy organization of the nuclear energy and technologies industry, individual nuclear utilities and corporations like Westinghouse Electric Company.
Smith & Harroff developed paid media to promote the construction of a new football stadium in Glendale, Arizona. The messaging emphasized the fact that Prop. 302 involved much more than a football stadium. Public funding would go toward tourism promotion, youth and amateur sports, major concerts, trade shows and conventions.

©2023 Smith & Harroff, Inc.

703-683-8512

hello@smithharroff.com

1729 King Street, Suite 310

Alexandria, VA 22314

TOP