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Summer of Surveying 2022:

Public Relations Campaign Recap

You can take the surveyor out of the office, but you can never On the left you can see one
take the surveyor out of the field. All summer long, members of the MVPs of the campaign
and engaged professionals proved that no matter where you where the New York State
are, you are always wearing your surveyor’s cap, with your Association of Professional
eyes peeled seeking the next mark. The #BenchmarkHunt Land Surveyors saw its most
Campaign NYSAPLS launched in the summer of 2022 successful organic post yet,
showed our profession’s unrelenting quest for adventure. reaching more than 12,000
The #BenchmarkHunt was a new feature of our PR people on Facebook. Check
Committee’s “Summer of Surveying” efforts on NYSAPLS’ out the benchmark at the
social media platforms. Focusing on benchmarks located top of this depression-era
throughout the United States, the campaign called upon oil painting created by Hal
surveyors and members to send in photos of survey Shelton in 1940 depicting
benchmarks spotted along their summer travels. From across mapping techniques used in
the Northeast, to Arizona, down to Mickey Mouse in Florida, the early days of cartography.
NYSAPLS received dozens of submissions. These submissions We had members capture
were accompanied by stories of family vacations and benchmark images from all over the globe, including our
picturesque landscape photos. The overwhelming response furthest submission from Enver Julardzija in Mallorca, Spain!
just proved that a surveyor is never truly “out of office.” NYSAPLS Member Christopher Schuler, went where many
The campaign was launched in the month of August, setting New Yorker’s go, but few have the chance to stop and take
record rates of engagement on NYSAPLS social pages. look. Chris had the opportunity to capture a benchmark at
Across the board, engagement numbers on Facebook were entrance of the Holland Tunnel leading to New York City while
up significantly. During the month of August, key highlights surveying in the tunnel!
from the campaign:

Facebook +120.5%
Page Reach

Facebook +77.5%
Page Visit

Facebook +200%
Page Likes

LinkedIn +69%
Page Views

LinkedIn +97.1%
Page Reactions

LinkedIn +53.8%
Page Followers

12 EMPIRE STATE SURVEYOR / VOL. 58 • NO 6 / 2022 • NOVEMBER/DECEMBER