American Fence Association (AFA)

Turning association marketing into a modern digital movement

Let's talk impact

  • A respected national trade association with a fragmented digital presence.
    Inconsistent visuals, declining engagement, and underutilized platforms left AFA’s story disconnected from its members — and its potential.

  • We didn’t just post more content — we built a digital ecosystem. Our strategy focused on consistent branding, audience-first storytelling, and platform-specific content designed to educate, inspire, and reengage members.

The challenge

When AFA came to us, their mission was clear — but their message wasn’t. With a diverse membership and decades of credibility, the association had the authority, but not the awareness.

  • Inconsistent digital presence across platforms

  • Declining member engagement online

  • Content that informed, but didn’t inspire

  • A need for modern storytelling that matched their industry leadership

Black and white image of a white picket fence fence with flowers streaming over the top of the fence line

The foundation was strong. The experience wasn’t.

Black and white aesthetic motion image

We didn’t just boost engagement —
we rebuilt connection.

The transformation

White iron rod fence with spokes and shrubbery lining the fence

(Step 1)

Reframed the foundation.

Established consistent brand identity and messaging across channels.
Defined tone, visual cohesion, and storytelling rhythm to reflect AFA’s industry leadership.

White privacy fence with flowering shrub in front of it

(Step 2)

Designed content with purpose.

Shifted from informational posts to educational, people-driven storytelling.
Showcased AFA leadership, members, safety advocacy, and industry insights through humanized, scroll-stopping creative.

White picket fence line with purple flowers

(Step 3)

Activated the plan.

From LinkedIn thought leadership to the original Rike’s Reels concept, we diversified content by platform to expand reach and relevance.

Results > rhetoric.

45%

increase in impressions across all digital channels

1527%

increase in video and animated content performance

62%

increase in social media engagement

42%

increase in shares and saves

AFA Social media template examples
AFA email layout example with man working on computer
AFA social instagram grid layout example

Less guesswork. More Moxie.

Black and white image of a sparkler

No hacks, no heavy ad spend — just clarity, creativity, and consistency. We built a strategy that worked because it reflected the real humans behind the brand.

THE TAKEAWAY:

Who says association marketing can’t make waves?

Next up.

What happens when purpose meets polish? See how we helped Family Cancer Network modernize their brand — bringing clarity, compassion, and cohesion to every touchpoint.

Black and white image of child battling cancer in hospital setting

FROM MISSION TO MOVEMENT

How we turned a heartfelt mission into a brand built for connection.

Cream right facing arrow