Kicking off The PPAI Expo 2026, PPAI President and CEO Drew Holmgreen, CAS, unveiled the organization’s 2026–2030 Strategic Plan, a five-year framework designed to sharpen the industry’s positioning, strengthen its sense of community and equip members for sustained success in an increasingly competitive marketing landscape.
The plan, developed through a months-long process involving PPAI’s Board of Directors, staff and member input, is intended to be both aspirational and operational – articulating where the branded merchandise industry should be headed, while outlining how PPAI will help get it there.
The framework for the new plan was developed with support from strategy and change consultancy Coraggio Group. Visually, its structure takes the form of a pyramid, with PPAI’s new vision statement as its apex, and supported by a strong association at the foundation.
Clarifying PPAI’s Mission
The plan also reaffirms PPAI’s mission, grounding the broader vision in the Association’s day-to-day purpose:
“Elevate the industry by strengthening our community, advocating for our members and providing them the tools to grow and succeed.”
PPAI’s mission statement isn’t just a slogan – it’s part of the PPAI Board’s job description, says Danny Rosin, CAS, PPAI Board Chair. “I will work to ensure PPAI stays true to its purpose and does not drift from its focus,” says Rosin, co-founder and co-president of Brand Fuel, PPAI 100’s No. 29 distributor.
Danny Rosin, CAS
PPAI Board Chair
“The board will bump decisions up against it, and the new mission will mediate where disagreement in the 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, 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.
Melissa Ralston
Chief Marketing Officer, PPAI
- 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.”
