American Fence Association – Publications
Situation
The American Fence Association wanted to add value to its membership by communicating timely marketing intelligence on the state of the fence, deck, and railing industry.
Action
Using a member’s suggestion, O’Neill Communications developed FenceSense, a monthly, members-only publication dedicated to reporting the issues and trends affecting the fence industry. Content includes market segment and geographic sales analysis and economic commentary from Dr. Roger Tutterow, a nationally recognized economist.
The firm manages, writes, produces, and distributes the newsletter with input from industry experts and AFA contractors gathered through a monthly conference call. A monthly, online poll managed by the firm provides further intelligence incorporated into the monthly updates.
Results
FenceSense is a leading industry publication, and recently received Committee of the Year award at FENCETECH’09. After 10 years in publication, FenceSense recently became a digital format for more cost-efficient distribution. Most importantly, FenceSense is regarded as a valuable member benefit by AFA members who keep up-to-date on the latest industry trends impacting their businesses.
