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.
They credit their success to their ability to bring the latest ideas and innovations to their clients. 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 werenīt 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.
We asked Taylor Fernley, president and CEO of Fernley & Fernley, if his current objectives for the web site are the same or different from his initial objectives.
"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 donīt think that we ever really considered using the Fernley & Fernley has 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.
"Itīs 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.