Association Leadership - November/December 2007 - (Page 19)

After governmental and technological changes nationwide, association leaders are seeking creative ways to not only survive, but to stand on their own Difficult Times college saying, ‘What can TPA do for me?’” To draw more X- and Y-generation members, the association recently launched a new logo and Web site and, according to Martin, has made events like annual meetings more fun. In return, TPA has not just survived – it’s thriving. “The younger folks are enjoying it and the existing members are seeing the inﬂux of enthusiasm,” Martin said. Also, the association’s board members have taken a bigger role in helping with the group’s reinvention. Or, as Martin refers to it, “the turning of the ship.” Joe Polanco, president of the Printing and Imaging Association of MidAmerica, which encompasses Texas, Kansas, Oklahoma and western Missouri, uses a similar metaphor to describe what he’s learned from recent industry hardships: “Never wait for your leadership to tell you there’s a hole in the boat and you’ve got to patch it.” Polanco became president of PIAMidAmerica in 1995, just in time to witness the popularity of the print industry decline as public attention turned to online media. “In 1999, the association was made up of 1,200 commercial printers,” Polanco said. “Now, it’s down to 800.” The signiﬁcant decrease was speciﬁcally due to introduction of technology such as e-mail and PDF documents, which allow users to process and print at home. According to Polanco, the association members who could not update technology quickly enough became obsolete. Still, like Martin, Polanco is hopeful about the future. “The business is there if (commercial printers) have the ability to update,” he said. “Companies with 10-year-old technology will be beat out by companies who offer Internet-savvy customers digital versus analog options, for example.” Equipped with a strong ﬁnancial background, Polanco has made sure that, while sandwiched between a changing industry and frustrated association members, PIA-MidAmerica remains strong. Polanco opted to reduce the association’s staff from 16 people to six, then hired marketing and Web-support staff. “We’re all wearing more hats now,” he said. The decision to reorganize is paying off. “Association members come to us wanting to know where the next technological advance is,” Polanco said. “This staff has helped develop a more diverse type of programming for electronic media to match the high and quick demand of customers.” The association is proudest of its online newsletters, which are regularly distributed to members and feature succinct updates on technology and labor laws and include links to informative Web sites. Response to the changes has been positive. In an internal survey conducted a year-and-a-half ago, members ranked the online newsletter as the greatest beneﬁt of their memberships. Other changes – such as cutting the number of association workshops and seminars – have given members the opportunity to stay close to home and nurture their businesses, which they appreciate. And numbers don’t lie. Since 1999, PIA-MidAmerica has failed to make budget just once – which was planned, said Polanco. Though the number of companies in the association has dropped, the association still claims a 25-percent penetration rate in the print industry. ◆ Passing on Their Knowledge So what advice do these leaders have for other associations undergoing industry-related changes? Like the organized leaders that they are, both Martin and Polanco have plenty of ideas. “Evaluate your existing structure and the goods and services that you’re providing,” Martin said. “Always listen to your members. We live and breathe this association work – sometimes we can forget whose organization it is.” “Understand industry trends, direct leadership and lead rather than follow,” Polanco said. Keep in mind, too, he said, that adaptability is a work in progress. “Every day, we’re still trying to stay on top of things.” November/December 2007 | Association LEADERSHIP 19

Table of Contents Feed for the Digital Edition of Association Leadership - November/December 2007

Association Leadership - November/December 2007 Contents Chairman’s Column Homepage 60-Second Solutions TSAE Annual Meeting and Educational Conference Award Winners Event Sponsors Conference Highlights Adaptability During Difficult Times/Reinvented Associations 7 Measures of Success: Organizational Adaptability Crisis Calling Association Case Study: Who is Minding the Store – External Factors Between the Covers New Members Community Spotlight El Paso Index to Advertisers/Advertisers.com Board of Directors

Association Leadership - November/December 2007

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