Affinity helped this national trade association tell its brand story, launch its new web site, develop engaging content and manage its media relations for maximum impact. 


  • Client: National Trade Association
  • Affinity Services: Media Relations, Social Media Management, Website Copy, Blog Writing

Background: Founded in the early 1970’s, this trade association dedicated itself to being an educational resource for the sign manufacturing industry. Its nationwide membership included over 1,000 small to mid-sized companies.

The association’s goal is to advocate for and provide professional growth opportunities, positive public
perception, and ongoing educational and training programs. Among the association’s major initiatives:

  • Produce an annual international trade show Research and publish technical and professional manuals
  • Provide current information concerning industry trends, products and practices
  • Participate in issues involving legislation, zoning, and land-use planning


Affinity Strategic Marketing played a key role in managing and launching the association’s new website, including writing copy, writing blog posts and managing the site’s marketing content. These marketing tools were essential in getting their brand story in front of their target market. By having us write copy, the association’s leadership team was able to dedicate its time to running the association’s many programs.

We also deepened the association’s media relations by writing, delivering and following up on over a dozen press releases, which were picked up in industry media. Like most trade associations, this client was well positioned as a thought leader in its industry. That’s because the association’s board of directors were accomplished industry veterans.

We re-established the association’s social media platforms by aligning them with the new brand strategy. Engaging with its members was essential to success for the association. Content was solution-oriented. In other words, social media posts included an array of actionable tips and strategies that members could take into their businesses. For example, the “Did You Know” series delivered tips on electrical code and safety practices.