Digital Marketing
Case Study
AFA’S Digital Marketing Transformation
Our team led a transformative initiative by developing and executing a comprehensive digital marketing strategy for the American Fence Association (AFA). This strategy was designed to enhance AFA's digital presence and deliver tangible results across a range of platforms. Leveraging a combination of owned, earned, and paid channels, we implemented a holistic approach that amplified AFA's online visibility, fostered community engagement, and ultimately drove impactful outcomes.
Challenges
In light of the evolving association landscape marked by declining membership, reduced event participation & fragmented community groups, we worked with AFA to identify the following digital challenges:
Lack of brand identity
Inconsistent messaging
Irregular posting + engagement with community
Little diversity of content types to tell a story
Objectives
To establish a unified and compelling digital presence for AFA that strengthens brand identity, ensures consistent messaging, fosters regular engagement with the community, and diversifies content types to create a more engaging and inclusive online narrative.
“Thank you for making my [content] look professional and amazing. I truly appreciate all you do.”
Director, Professional Development, American Fence Association
Results
The digital transformation yielded outstanding results, significantly increasing AFA's online presence and community engagement. The efforts on platforms like LinkedIn were particularly successful, showcasing substantial growth. Diversifying content types, including video and animations, had a major impact, and social media interactions saw remarkable improvements. These results reflect not only increased engagement but also a more connected and interactive digital community.
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