Case Study

  • Fence Industry Professionals


    The largest organization representing the fence, deck, railing and access control industry experienced their poorest attendance in 10 years due to a combination of economic trends and competing organizations. Facing a general negative disposition from the industry, the goal was to increase show attendance.
    • • 43% increase in show attendance over previous year
    • • 2nd most attended show within past 5 years
    • • Increased membership 3% nationally and 50% at local level
    • • Developed a new brand image both in logo identity and communication style that emphasized value versus promotional
    • • Designed a robust microsite to drive interaction and provide up-to-date information
    • • Developed communication strategy for five different target audiences and a Spanish-speaking audience
    • • Implemented demographic online and call tracking to measure success of each tactic.