The Virginia Society of CPAs recently received recognition for its “I Am the VSCPA” marketing campaign.

Last Thursday, the society won a Commonwealth Award of Merit in the reputation/brand management category of the 2011 Commonwealth Awards, a statewide public relations awards competition sponsored by the Richmond chapter of the Public Relations Society of America.

With the tough economy, nonprofit associations around the country have been losing members, and the VSCPA wanted to take a new approach to attract members to the society. The organization launched the “I Am the VSCPA” brand at its annual leadership conference last May. While the slogan may not have ended up on as many license plates and T-shirts as “Virginia Is for Lovers Only,” it did make an impact.

The new campaign emphasized that the VSCPA’s biggest asset is its people. The society not only updated its logo and Web site, it also updated its social media imprint and redesigned its bi-monthly membership publication. The VSCPA also freshened up its e-newsletters, marketing materials, brochures “The campaign met its goals to keep the association’s image current, build our reputation, and improve our connection to the CPA community,” said VSCPA president and CEO Stephanie Peters in a statement. “We’re very proud of our efforts and couldn’t be more thrilled to receive this award.”

Now they just have to find a catchy way to pronounce VSCPA (vispa, anyone?).