Fernley & Fernley manages more than 50 associations, including the American Brush Manufacturers Association, the National Welding Supply Association, the Resistance Welder Manufacturers Association and the Aviation Distributors and Manufacturers Association.

Established by T. James Fernley in 1886, Fernley & Fernley knows the ins and outs of running a family business inside and out—not only because they are a family-owned business, but because many of the companies that comprise their client associations are family-owned.

Those innovations include the Internet.

Fernley & Fernley launched their web site, www.fernley.com, in the very early days of the Internet boom.

Like so many other companies at that time, they weren´t convinced that they fully understood the Internet, or the full implications of how business would change from the impact of the Internet on their operations.

The reason for creating the site was simply to keep abreast of the competition. They worked to develop a fairly basic informational web site that would eventually grow and develop into their current site.

Every aspect of the business is represented on the site, from Publishing, to Event Management, Financial Services and Leadership Development.

It stands to reason that a firm like Fernley & Fernley, which offers such a broad variety of professional services, would embrace the Internet as the most effective medium for displaying their varied talents.

"Years later, Fernley & Fernley has taken several twists and turns with their objectives. We currently use our site to attract both potential new clients and new associates.

"We realized that a certain portion of the new potential client pool would only be selecting their list of candidate Association Management Companies from their Internet search. I don´t think that we ever really considered using the Fernley & Fernley web site as a recruitment tool when we began this project.

"We post that we are always looking for qualified candidates. We often get communications from extremely qualified individuals who look at our site and quickly recognize that this is a place where they would like to continue their career."

Without a doubt, the Internet has changed the face of business for Fernley and Fernley and other companies and organizations in their industry.

"It´s not just the fernley.com site, which is an additional marketing piece for prospective new clients and employees. All of the associations have utilized the advances in electronic medium in some way or another.

In fact, one of the associations we manage has gone completely digital, which allows near instant dissemination of information to members and reduction in mailing and printing costs."

Taylor says that Fernley & Fernley actively use their web site as a communication center for the various associations with which they are involved.

They have made use of online newsletters, searchable directories and rosters.

They can provide access to important industry statistics (both public information and some accessible only to members), to association recruitment materials and online applications, and to meeting details and registration materials.

The site has also become a clearinghouse for general industry information: state of the economy and safety information, links to other industry research resources, association literature, educational foundation and scholarship information.

Additionally, they are involved in affiliate banner exchanges, which help generate traffic both for their own site and their partners´ sites.

Taylor has found that associations are happy to take advantage of the electronic medium—it´s a fast and convenient way for them to get the information they need.

The convenience factor, along with the rapid advances in digital technology, means that the trend of associations using the Internet to communicate with their members is only going to continue.

Taylor feels that the day is not far off when associations will go completely digital.

"Websites will develop into more interactive centers, with features allowing for online registration for meetings, members being able to enter their directory updates online, and online ordering for those groups that sell products to the public and to members."

"Some groups will take advantage of online trade shows and seminars, reducing the cost of meetings and conventions for members. Committee and board members will use the web as a communication and document center for their activities.

Fernley & Fernley plans to use its own site to increase marketing power for certain departments and to position themselves to potential new clients. For example, their Creative Services Department, which includes web design and desktop design, could be marketed to clients on a project basis, thereby greatly widening the opportunity for new business.

Internally, Fernley & Fernley is developing an Intranet that will greatly improve efficiencies in all areas of their business behind the scenes.

When it comes to getting started online, Taylor had some very concise words of wisdom: "Jump in!"

"My advice is to be prepared that what you do in the beginning should be changed in the near future. Don´t approach this as a task that you can ever fully complete and cross off your to-do list.

Once you jump-in, be prepared to stay in, and know that you will definitely take various twists and turns with your strategy that will match the changes that are happening within your business."