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International Society of Arboriculture


Business Growth / Awareness Building


Consumer Education & Awards Program

business growthawareness buildingInternational Society of Arboriculture

Business Growth / Awareness Building

Strategic messaging to multiple audiences improves customer perception


Headquartered in Champaign, Illinois, the International Society of Arboriculture (ISA) has served the tree care industry for more than 80 years as a scientific and educational organization. Today, more than 20,000 ISA members worldwide collaborate through research, technology and education to promote the practice of arboriculture and foster a greater awareness of the benefits of trees. In an effort to better promote the organization, its members and best practices, ISA partners with The Ritterbusch Group.


One of ISA’s cornerstone awareness initiatives was conceived by TRG after a thorough analysis of customer attitudes toward arborists. To best fight against prevailing negative perceptions of arborists by some, and to help build both organization and industry credibility, TRG developed the True Professionals of Arboriculture recognition program. This annual award program honors ISA members and ISA Certified Arborists who are role models to their peers and positively represent the profession to the public. Through True Professionals, TRG is able to spread important ISA-related messages to leading media outlets around the world, shining a global light on the many credible and critical arboriculture practices taking place. Meanwhile ISA members are able to learn about a wide array of professional techniques taken directly from their peers. These best practices can then be replicated and incorporated into their own business philosophies.


Multiple years later, the True Professionals of Arboriculture recognition program has helped ISA reach millions of people around the world, many of whom are potential customers or future members of the organization. True Professionals have come from North America, Europe and Asia. The resulting media campaigns surrounding the program and its winners, as executed by TRG, have placed thousands of articles in local, regional and national publications and online outlets, and even garnered coverage on radio and television. In addition, feedback from ISA members has been tremendous on the value of True Professional case studies as learning tools. Media relations efforts have proven so successful that ISA has expanded TRG’s role with the organization to include all manner of media relations on behalf of the organization.

Digging deep and really getting to know the ISA staff, their membership and many different Certified Arborists has not only made my job easier, it’s been a personal pleasure.