Case studies
INDUSTRY ASSOCIATION MODERNIZATION · CASE STUDY
500%+ increase in audience reach
South Florida’s marine industry generates $18.5 billion in economic impact.
$18.5B
Annual economic impact
121,000+
Jobs supported
1M+
Registered boaters call Florida home
And yet most people have never heard of the organization advocating for the industry behind it — the Marine Industries Association of South Florida.
THE CHALLENGE
MIASF wasn’t struggling with credibility. They were struggling with visibility.
As one of the leading voices in South Florida’s marine industry, the organization played a critical role in advocacy, workforce development, industry growth, and producing the Fort Lauderdale International Boat Show — the largest in-water boat show in the world.
But outside of members and industry insiders, few people knew who they were or the impact they had. The challenge was simple: how do you make the organization behind the industry just as visible as the industry itself?
THE STRATEGY
The goal wasn’t to create more content — it was to give people more reasons to care. So we expanded the conversation far beyond advocacy updates and industry announcements.
The People
Highlighting member businesses, industry leaders, and the individuals driving the marine industry forward.
The Lifestyle
Showcasing the South Florida boating culture that connects more than one million registered boaters across the state.
The Industry
Making complex topics more approachable through education, advocacy, and behind-the-scenes storytelling.
The Experiences
Leveraging events — including the Fort Lauderdale International Boat Show — to create moments that extended far beyond attendees.
INSTEAD OF ONLY TALKING ABOUT
Advocacy
WE EXPANDED INTO
Members & Leadership
Culture & Lifestyle
Industry Stories & Education
Events & Experiences
Greater brand awareness & industry connection
HOW WE BROUGHT THE INDUSTRY TO LIFE
Member Spotlights
Highlighting the businesses and people behind South Florida’s marine economy.
Influencer Partnerships
Partnering with recognizable voices in the boating community to expand awareness beyond existing audiences.
Fort Lauderdale International Boat Show
We treated the show as more than an event — it became one of the organization’s most powerful brand-awareness tools, creating shareable moments for industry participants and enthusiasts alike.
South Florida Boating Culture
Creating content that felt relevant to boaters — not just industry professionals. From lifestyle photography to historical stories, we connected emotionally with the community.
RESULTS
500%+
Increase in audience reach
32%
Follower growth
6+
Platforms kept consistent
Expanded awareness beyond existing membership audiences
Increased visibility for member businesses and industry partners
Strengthened awareness of MIASF’s role within an $18.5B industry
THE TAKEAWAY
Awareness isn’t built by talking about an organization. It’s built by talking about the people, culture, and stories that organization exists to serve.
Industry Association Modernization — Case Study
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