American Fence Association – Planning and Program Management

Situation
The long-term success of the American Fence Association (AFA) has been in part due to its commitment to planning and O’Neill Communications’ comprehensive program management approach.  Like most associations, AFA was challenged by annual changes in leadership and a lack of a clear definition of “who is the American Fence Association?”

Action
Under the direction of a well-respected industry leader, O’Neill Communications developed a five-year strategic marketing plan that supports committee work with a comprehensive approach to reaching broader goals and objectives.  The plan focuses on making the AFA Web site the leading information resource in the fence industry and setting into place a step-by-step approach to implementing the long-term plan.

In addition, O’Neill Communications works with AFA volunteers and staff to develop an annual marketing plan and budget.  The plans and activities promote programs and membership to the fence industry, as well as position AFA contractors as the best to commercial, industrial and residential markets. The firm develops and implements the entire plan upon approval by AFA’s marketing committee.

Results
Since partnering with O’Neill Communications in 1995, AFA has grown the revenue from its trade show, FENCETECH, by over 400 percent, shown 19 percent in membership growth, and further increased awareness among both internal and external markets. A comprehensive brand strategy has been developed and the Web site’s core has been constructed with enhanced content, and strategic initiatives identified and planned for the continued enhancement of the Web site.