Almost one year ago, the Print Services and Distribution Association (PSDA) made a decision to shake things up in the name of revamping the 65-year-old organization.
The PSDA tossed out its long-standing business model and hired Chicago-based private firm SmithBucklin to take over operations in the hopes of better catering to members' needs and freshening up the organization. Many members voiced concerns about this move and questioned if or how it would improve the aging organization.
Despite a small loss in membership—approximately 5 percent to 10 percent— following the initial decision, PSDA Executive Vice President Matt Sanderson said the organization doesn't regret the decision. He said the move gave the organization and its members the boost it needs for the future.
"I would estimate that five to 10 percent of them were in wait and see mode," Sanderson said. "Some may have rejoined or delayed their decisions. We have been more focused on giving value to our members. The PSDA board believes the organizational management change from a year ago is already paying off for PSDA members."
When it comes to membership numbers, figures are a bit complicated. He noted in July 2010 there were 1,000 company members with 10,000 "active, engaged members" prior to the organization's SmithBucklin decision. Sanderson said the numbers "are similar to that now," but he did not provide exact figures.
"We have placed a greater emphasis on satisfying members' needs than on recruiting," he said. "Most new members this year have been through referrals from other members. We are developing programs that focus on re-recruiting."
The PSDA is more concerned with show attendance numbers. The organization held its 2011 Print Solutions Conference and Expo in Chicago in May. This was the first show hosted by the PSDA since it signed with SmithBucklin. The overall attendance at the show was approximately 1,000 distributors plus another 500 exhibitor personnel, Sanderson reported. The three-day conference also included more than 40 hours of educational programs.
"Five or six sessions were standing room only," Sanderson added. "There were a lot of quality programs. My goal is for the PSDA to become the place to be in terms of an organization if you are growing in this market."
The PSDA received positive feedback from the show. A post-conference e-mail survey showed that 83 percent of attendees found the "overall show to be excellent or good," Sanderson noted. Last year, only 69 percent felt that way. However, Sanderson could not say how many attendees actually responded to the survey.
Sanderson is especially proud of the education considering it was one of the reasons the PSDA opted to move forward with SmithBucklin in the first place. The organization pledged an increased focus on training and education when it made the decision last year.
Moving forward with SmithBucklin provided the organization with a new level of flexibility especially in terms of education. For example, Sanderson explained the PSDA had one person responsible for education and training. The new business model allows them to devote three people to an education program that warrants it. There also are full- and part-time members working with the organization.
"This provides flexibility and gives us access to a specialist if it is necessary and that adds value for our members," he noted.
Another change since last year is that the organization is placing more emphasis on its trade magazine Print Solutions. Sanderson said the magazine is attempting to up its quality and relevance.
But is there anything members are asking for that the organization still isn't delivering?
"Members are looking for leadership in the industry," Sanderson explained. "Help in making their businesses stronger and they are looking to us to band together in the industry and the economy, at large. We have a pretty concerted effort underway to deliver the value the members are asking for. We are adapting and delivering."
Sanderson also reminded members to be patient. Though the organization is on the right track and being mindful of members' needs, Sanderson said, "We are not finished and we are always improving. The conference was a real turning point. We still face challenges, but we are focused on moving PSDA forward."
As for the future, the PSDA's goals are to continue to build and grow the organization and serve its members.
"The association is known for delivering value for members and creating learning opportunities from each other," Sanderson concluded. "We will continue to build on what we have started and provide a higher level of engagement."