Situation: With multiple states across the country beginning to develop their own licenses for home inspectors, the American Society of Home Inspectors (ASHI) had to find a new way to compete and differentiate. As technical differentiation became less meaningful, ASHI was forced to rethink their brand, member services, and collective messaging and positioning in the marketplace.

Challenge: ASHI sought to differentiate themselves as a market leader in both technical capabilities and customer service. Bonfire's challenge was to help ASHI advance their members' customer service capabilities while reframing their unique business stories in alignment with the organization's new brand.

Solution: Bonfire created the ASHI Experience Toolkit, a set of educational materials and branded products that improved the quality of home inspections. We launched public relations, advertising and engagement campaigns to reach key leaders, consumers, and home inspectors, nurturing champions and sponsors of "The ASHI Experience."

Results: ASHI experienced increased membership and an enhanced image. Topping off the organization's success, the toolkit, Web site, and trade show booth all received awards from the 2004 Association Trends All Media Contest.