boardroom appears. I’ll be asking myself, ‘Did our work within the mission leave the industry stronger, more respected and more future-ready than when we started?’ The mission is about relevance five years from now.” The Association’s mission statement has remained consistent over the years because it’s our core purpose, how we deliver value and who we serve, according to Melissa Ralston, CAS, chief marketing officer at PPAI. Looking at the strategic pillars and priority lanes of the plan, here are the tactical ways that PPAI will carry out this mission: • Research will continue to support our vision and advocacy efforts. (PPAI has already collaborated with other industry associations on a carbon intensity study, as well as a soon-to-be-released global economic impact study.) • Building out a marketing campaign that can be transadapted by geography to improve the perception, awareness and ultimately, usage of branded merch as an essential marketing medium. • Expanding PPAI Advance to include more educational opportunities based on emerging topics or roles within organizations. • Building more communities around shared interests, verticals and international connections. The goal is to deepen those connections through additional experiences at PPAI events. • Developing a formalized guidance model to expand and grow the volunteer and regional association experience. “We want to make sure that the time our volunteers invest is utilized to the fullest potential,” Ralston says, “and this type of playbook will help provide a framework around these efforts.” Melissa Ralston, CAS 56 • MAY 2026 • PPAI Community | Inside PPAI PPAI Industry Vision The PPAI Mission Strategic Foundation Organizational Excellence Organizational Values Growth | Integrity | Community | Joy Strategic Pillars Strengthen Community Elevate The Industry Member Success Priority Lane Sustainability & Responsibility Champion a sustainable, responsible future, guiding industry with stewardship, ethical governance and responsibility practices. Priority Lane 2 Intentional Partnerships and Advocacy Develop partnerships to distribute a global voice and establish a more connected community. Strengthen Community Unite Industry movement through shared purpose, connection and leadership to shape the industry's future. Elevate The Industry Strengthen perception and long-term viability of the industry. Member Success Empower members to achieve success through research, education, advocacy, and connections. Elevate the Industry by strengthening our community, advocating for our members, and providing them the tools to grow and succeed. Invest in the systems, culture and capabilities to serve members and strategic priorities with excellence. Branded merchandise is the premier marketing channel that Powers Lasting Connections
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