PPB March 2020

PPAI Introduces Second Generation Of Its Get In Touch! Campaign PPAI launched the next generation of its Get In Touch! industry branding campaign in January at The PPAI Expo 2020. Originally introduced in 2016, the multiyear, multimillion-dollar industry-wide initiative targets advertising buyers and is designed to increase awareness, educate buyers, and improve and enhance the overall perception of the promotional products industry while communicating the benefits of working with promotional consultants. The overall goal of the campaign is to direct a larger share of advertising dollars to the promotional products industry. The Get In Touch! campaign was launched to educate advertisers on promotional products as a medium that, while containing fun and useful “stuff,” also offers proven value and strength. Its messaging is a call to action for buyers to get in touch with promotional products professionals, clients and consumers. On social media, the campaign is supported with the #GetInTouch! hashtag to source use cases, trends and research demonstrating the power of promotional products. The campaign’s new tagline is “ADVERTISING YOU CAN FEEL” and is intended to remind viewers that the tactile effect of promotional products makes it superior to other media. Get In Touch! is an integrated campaign built upon the paid, earned, shared and owned (PESO) strategy—including major media buys in publications like Ad Age , programmatic and social, buyer-outreach events and even a broadcast commercial. The campaign tools communicate the effectiveness and value of promotional products. The next-generation campaign features a campaign toolkit for download and customization. It includes a variety of communications assets, including print advertisements with several versions of copy, along with various digital, social, promotional products, public relations and collateral elements that promotional companies and professionals will be able to immediately incorporate into their own marketing efforts. A free toolkit is available to all PPAI members. Download it by visiting ppai.org/GetInTouch. PPAI’s Anne Stone Earns Certified Association Executive Credential The American Society of Association Executives (ASAE) has announced that PPAI Director of Advocacy and Member Engagement Anne Stone has earned the Certified Association Executive (CAE) designation. The CAE is the highest professional credential in the association industry. To be designated as a Certified Association Executive, an applicant must have experience with nonprofit organization management, complete a minimum of 100 hours of specialized professional development, pass a stringent examination in association management and pledge to uphold a code of ethics. To maintain the certification, individuals must undertake ongoing professional development and activities in association and nonprofit management. More than 4,400 association professionals currently hold the CAE credential. The CAE Program is accredited by the National Commission for Certifying Agencies (NCCA). Stone joins President and CEO Paul Bellantone and Executive Vice President Bob McLean as another member of PPAI’s leadership team who has earned the CAE designation, furthering the Association’s dedication and commitment to serving the membership with organizational excellence. | MARCH 2020 | 113 CONNECT