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PR PROfile: Ashley Cerasaro, AVE

Ashley-4189e2-screenAshley Cerasaro

Director of Communications & Digital Media

AVE

Length of PR career (so far): 9 and a half years, combined journalism, editing, marketing, communications, social media, and PR.

Your most memorable campaign: In 2014, I launched a bike share amenity at all of AVE’s residential communities. AVE is a unique hospitality provider offering furnished suites and unfurnished apartments for extended-stay business travelers, individuals in transition, or those who desire carefree living year-round. We partnered with Citizen Bike to manufacture a 7-speed, light-frame, folding hybrid bicycle, catering to our resident or guest who may want to port the bike on public transit or fit the bike in the back seat or truck of their rental car. The bike was fully branded in bright AVE orange and displays our website and logo markings. To kickoff the launch, we hosted a Facebook contest asking residents to share fitness tips. One entry was randomly selected to win their very own AVE bike. The bikes were such a hit, we re-launched the complimentary amenity this season. We also won a Gold MarCom in 2014 for the launch and amenity.

Ashley-Cerasaro-7280Biggest complaint about social media: I am passionate about social media, as an end user and a professional. But I truly believe it evolves more frequently than any other industry. It’s challenging to stay on top of redesigns, new features, new platforms, and changes in reporting.

Best thing about your job: I get to be creative every day. I’m fortunate to work for a company that empowers me to take risks and be innovative.

Last time you didn’t do any work all weekend: 3 and a half years ago. J I try to check all of our social media accounts a few times on weekends. It’s important that we respond to inquiries in a timely manner for both reputation management and customer service.

Ashley ScotlandNumber of meetings you were in last week: 10, and that’s typical

Rate your math skills from 1-10: With or without a calculator J

Best advice to a PR student: Take some journalism classes. If you have a strong writing/editing background and you understand what makes something newsworthy, your campaigns and pitches will more attractive to reporters and editors.

Favorite way to de-stress: Regular exercise. I love to take a yoga class on Fridays at 6 pm. It’s a great way to segue into the weekend.

Favorite PR stunt/campaign, as of late: Hands down, when Allstate’s Mayhem sold the contents of a couple’s house while they were at the Sugar Bowl. This was genius! I stopped watching the game to focus on winning the washer and dryer.

Last book you read: “Inside of a Dog” by Alexandra Horowitz

Your first “real” job: I worked part-time on the editorial staff of The Weekender, an arts and entertainment magazine in Wilkes-Barre, PA. It was a dream job for a 21-year-old. I had my own shopping column. I got to write about books, music, social media, and the local bar scene.

Three people you’d love to invite to dinner: My three favorite fiction writers Edgar Allan Poe, Nathaniel Hawthorne, and Dr. Seuss.

Ashley DessertYour next big adventure: I have a lot of relatives in Italy, so I am currently learning Italian so I can visit in next few years and get to know them. There are also some Cerasaros who own a garlic estate in Parma. There aren’t a lot of Cerasaros out there, so there’s a good chance we’re related. I was really close to my grandfather, whose mother emigrated from Italy. But in his hometown of Hazleton, PA., my grandfather was the garlic man. Locals would stop by on the weekend for a pound or two. It’s a little too coincidental for me. I’d like to spend some time on the estate, getting to know the Cerasaros there, maybe even learning a thing or two about garlic farming. Ultimately, I’d like to write a travel story about the whole experience. It’s a way for me to honor my grandfather.

Your ideal Saturday: I just love being outdoors, whether I’m hiking, biking, gardening/landscaping, at a wine festival or country concert, or hanging out by the fire pit with friends and family.

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