Case Studies in Marketing

creating recognition

Association of Woodworking & Furnishings Suppliers® (AWFS®)
Media Relations, Tactical Publishing

Articulating the Value

The Association of Woodworking & Furnishings Suppliers® has one of the top 50 trade shows in the USA, but even its exhibitors did not know the Association was the show owner when SAI was first hired. Furthermore, the Association wanted to communicate its value to its members as an organization that advocated for their interests with government, schools and society at large.

Creating the Strategy

SAI worked with Association leadership (staff and members) to create alignment of the key messages the Association wanted to deliver to members and its trade. SAI forged key relationships with trade publications to get the story out. In addition, SAI created new elements of the trade show to focus on Association’s commitments in advocating high school and college programs for a skilled workforce.

Realizing the Goal

Cover stories on the Association and the volunteer leadership that was the backbone of the successful trade show changed perceptions and gave it standing as an industry leader. The show became known by the Association name, “AWFS Fair” rather than its descriptive name, “The Woodworking & Furniture Supply Fair.” The national student design contest highlighted the success of the Association’s educational advocacy efforts and resulting books showcasing the finalists earned publicity and attention for the Association as an important proponent of education in the industry.

< Last|Next >