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Tips for Conducting Virtual Job Interviews

As many associations settle into the “new normal,” hirings that had been on hold are picking back up. This pandemic has shown us that, in many cases, virtual communications are a viable way of operating. Some businesses are even finding benefits to the work-from-home model that are making it an appealing long-term option for employees—which opens up a whole new set of possible candidates who can telecommute from anywhere for a given position.

Regardless of whether or not the position you’re looking to fill is fully remote, you may want to consider using video interviews to meet candidates, rather than requiring an in-person meeting during this time of gradual reopening. Below are some basic guidelines for hosting a successful virtual job interview, so you can have an effective hiring experience.

Types of Video Interviews

There are two basic types of video interviews: 

  1. The two-way video chat – This kind of video interview happens in real time via a platform like Skype, Zoom, or Microsoft Teams. It gives hiring managers and job candidates an opportunity to talk back and forth, ask questions in the moment, and have an experience similar to the traditional in-person interview. This style makes it easier to get a real sense of the candidate’s personality, because there’s more room for small talk and insight into natural reactions.
  2. The pre-recorded video submission – Video submission interviews are not as common as the two-way chat, but they are a great exercise for the early stages of the interview process. When conducting this kind of interview, managers send questions for the candidate to answer in a self-recorded video that’s submitted for review at a later time. This is a great option if schedules are tight or candidates reside in a different time zone.

You may find that the use of both video-interview styles at different stages in the interview process will be most beneficial.

How to Prepare for a Virtual Interview

Preparing for a virtual interview is very similar to in-person interview prep. You’ll need to prepare a list of questions, schedule a time with the candidate, and communicate any expectations you may have. But there are a few key differences you’ll need to address:

  1. Test the Tech – The biggest difference you’ll find with a virtual interview involves setting up and testing the technology. Whatever platform you choose, make sure it’s compatible with the technology that’s available to the candidate, and do everything you can to ensure a good-quality connection on your end.
  2. Clarify the Time – If the candidate is in a different time zone, make sure there’s no confusion about the time you’ve scheduled for the interview.
  3. Keep Groups Small – If multiple members of your team need to interview the candidate, create a schedule that staggers their presence to ensure you have no more than four people on the call at any given time. Too many people on a call at once often causes confusion in a virtual setting, so make sure every member of your team has a clearly defined role for the meeting and everyone knows what to expect going in.

Don’t Forget: The Candidate Is Interviewing You Too

During any kind of interview, candidates will be assessing whether or not your association is a place they’d like to work. Make sure you present yourself and your association in a professional manner. Take every precaution to avoid interruptions or technical glitches that could disrupt the flow of your interview or waste the candidate’s time.

The importance of video conference technology is rising in prominence now more than ever. So, embrace it! With proper preparation and a little luck, you’ll find the perfect match for the role you’re seeking to fill.

5 Ways Podcasts Can Empower Your Association

Previously considered by many to be a mere fad, podcast popularity has yet to dwindle. In fact, forecasts from recent data suggest the number of podcast listeners in America will surpass 160 million by 2023. These numbers are no surprise, given the medium’s easy-to-consume format. If done right, podcasts can be integral to your association’s communication, marketing, and membership strategies. 

If your association has yet to launch a podcast, don’t rush to hit record, but do consider these five direct benefits.

1. Podcasts strengthen your status as an information resource

You already provide content in print and online, host conferences, and fund research to help professionals in your industry do their jobs better. Podcasting is another opportunity to share information with members and grant them access to expert insights that they may not be able to get through other means. Increasing your contributions to the business and social landscape of your industry will foster member engagement and loyalty while expanding your association’s mission, audience, and reputation.

2. Podcasts enhance non-dues revenue through advertising opportunities

According to the Interactive Advertising Bureau, podcast listeners continue to respond well to ads, scoring high marks in engagement with ads as well as responsiveness. Association podcasts may garner fewer listeners than mainstream varieties, but your audience reflects a captive target market of quality leads for industry brands. Edison Research reports 54% of podcast listeners are more willing to consider products and services they hear about during a podcast. This makes your podcasts highly desirable opportunities for advertisers and highly monetizable for you. 

3. Podcasts are cost-effective and relatively easy to produce

According to Craig Sorrell, marketing manager at Results Direct, associations can get a podcast started with a mixer, a USB mic, and podcasting software for as little as $200. Sorrell estimates that a weekly 30-minute podcast will take beginners about 45 minutes to record and an hour to edit. He also notes that planning out the shows and devising an outline of the discussions should take upwards of an hour a month. 

4. Podcasts can market your association to younger, more diverse crowds 

Millennials are the largest and increasingly influential population segment, and they represent the majority of the workforce. What’s more? Millennials listen to podcasts regularly. 60% of Generation Z is also listening. According to PR Newswire, a study conducted by EX-IQ reveals millennials and Gen Z are also 5% more likely to listen to podcasts for professional reasons compared to older generations. Insider Radio reports that nearly two thirds of new podcast listeners (65%) are female, versus the 49% of podcast audiences who have been listening for a year or more. 30% of new listeners are non-white. So, clearly, developing a podcast could create an opportunity for your association to expand reach and appeal to a new group of prospective members, which will help grow your mission and your bottom line.

5. Podcasts increase your association’s impact

Convenience of content is essential when marketing to a modern audience. Listeners can enjoy podcasts through smartphones, tablets, or other mobile devices. The ease of this medium means you can reach audiences that would otherwise be off limits—as they exercise, make meals, fold laundry, commute, etc. Increasing the accessibility of your message could increase its reach and impression, which will boost the overall effect of your association.

You and your members likely listen to podcasts, and statistics evidence the medium is one with staying power. Considering the heightened desire to feel connected, along with the ability to create a podcast remotely, now is an opportune time to consider expanding your association’s communication, marketing, and membership strategies through this channel. We hope this outline of benefits helps you determine if doing so makes the most sense for your association.

Already have an association podcast? We’d love to hear the effect digital audio files are having on your strategy and revenue. Share your story by emailing [email protected]!

How to Be Heard in the Marketplace

At YGS, our goal is to be a trusted advisor for your top priorities, not just during this challenging time, but well into the future. In an ever-evolving marketplace, we are equipped with the resources, the tools, and the people to support your needs. 

YGS has a bevy of digital and print assets to help you manage and grow your business, even if your budget has seen better days. Whether through our unique marketing automation solution or one of our many other strategy-driven services, we can bolster your marketing efforts while boosting your ROI. 

So if you’re looking for a better way to communicate, connect with me. I’d be happy to hear more about your needs and to discuss how we can address them together.

Sincerely,

Stephen Kodrich

Vice President, Corporate Sales 
p: 717.430.2237 c: 610.331.4888 
Email: stephen.kodrich@theYGSgroup.com

5 Pros and 5 Cons of Permanent Work-From-Home Policies

While remote work has trended over recent years, many employees were thrust into the great work-from-home experiment for the first time by COVID-19 stay-at-home orders. As these orders lift, CEOs are making news for extending the option for continual teleworking—but is that the right decision for your association? Consider the following benefits and drawbacks:

Pros

  • Reduced costs

From a financial perspective, telecommuting benefits everyone. USA Todayreports working from home will typically save your employees about $4,000 a year. Remote workers will also save you money on office supplies, snacks, and overhead. According to Global Workplace Analytics, employers can actually save over $11,000 per half-time telecommuter per year

  • Increased productivity

One Stanford study found that employees who work from home exhibit a productivity boost equivalent to a full day’s work compared with in-office counterparts. Time spent commuting is reallocated to business, and employees who are mildly sick are more likely to continue working at home, rather than taking a sick day (which begets another especially timely bonus: no sharing illnesses).

  • Increased talent

Offering the ability to work from home presents the potential for you to work with anyone in the world. This not only increases the likelihood for you to recruit the very best, it also benefits your association by strengthening cultural diversity.  

  • Reduced turnover

Work-from-home policies are effective in recruiting and retaining employees. Allowing employees to telecommute can increase job satisfaction and loyalty, which result in a long-term staff that develops an increasing degree of knowledge about your business. In addition, less time and money are spent advertising for open positions, screening, interviewing, and hiring new staffers, and bringing them up to speed on job responsibilities.

  • Increased happiness

In addition to the cost savings listed previously, moods of employees and employers are prime for a boosting by the lack of commute and office distractions (like the kind of gossip that can creep into traditional work settings). Attesting to the utility of happiness, an extensive study into happiness and productivity by Oxford University’s Saïd Business School, in collaboration with British multinational telecoms firm BT,  found that workers are 13% more productive when happy.

Cons

  • Decreased camaraderie

Team building plays a critical role in company culture, and it can be harder to establish bonds with remote employees. A Harvard Business Review study shows that a lack of close contact with people inhibits the formation of trust, connection, and mutual purpose. If you do decide to extend your work-from-home policy, you will want to do everything you can to keep your employees engaged while they work remotely

  • Security concerns

You will need to address the risks involved in connecting remotely if you want to extend the option to work from home to your employees. Sivan Tehila, director of solution architecture at Perimeter 81 and founder of Cyber Ladies NYC, lists the following concerns and hazards of remote work:

  1. Home Wi-Fi security
  2. Phishing scams
  3. Insecure passwords
  • Difficulty separating work life from family life

A clear distinction between work life and personal time exists when going into an office. Working from home includes the potential for this line to blur, which could compromise focus and set your employees up for burnout.

  • Inability to extend option to everyone 

Not every type of business can ask its employees to work from home, and not every job position can be performed remotely. In addition to caveats of operations and roles, employers should be mindful of disparities in access to office equipment and internet. 

  • Risk of personal and professional isolation

It may be more difficult to gauge the emotions, morale, and well-being of teleworkers, so you will need to prioritize checking in with any remote workers to ensure they aren’t feeling disconnected. Of course, the presence of people doesn’t eliminate the possibility of loneliness, so supporting your staff’s mental health should be part of your leadership approach, regardless of whether or not your employees are working from home.

As your association continues to deal with the ongoing disruptions from COVID-19, permanent remote work could complement necessary cost-cutting measures. However, you may determine the obstacles of telecommuting outweigh the benefits. Either way, there’s no better time than now to thoughtfully evaluate your work-from-home policy. Determining what makes sense for your association and your employees deserves thoughtful consideration, and we hope this breakdown helps.  

We’d love to hear your valuable association perspective. Share your position for or against permanent work-from-home policies by emailing [email protected].

Nurturing Diversity to Benefit Your Association

Your association and its members are facing a lot right now: cancelled events, budget cuts, resource allocation, policy updates, the constant struggle to stay relevant in a ceaselessly changing landscape. It’s a lot to think about and work through. Because of all that, it can be almost too easy to let diversity efforts fall by the wayside. However, studies have shown that having a diverse, inclusive workforce pays dividends for any business or association. As working from home becomes the new normal and geographical barriers are removed, there is more opportunity than ever to cultivate diversity. 

Why Focus on Diversity Now? 

Aside from the obvious moral reasons for making a diverse workforce a priority, the COVID-19 pandemic is truly a crisis the likes of which the world has never before seen. Everyone, your association included, is navigating uncharted waters. It is paramount to embrace and encourage cognitive diversity to help your association through this time of uncertainty. A range of perspectives from employees of widely different backgrounds will be invaluable in coming out on the other side of this crisis strong and ready to move forward. 

How to Promote a More Diverse Workforce 

  1. Educate your leadership on the benefits of diversity. It all starts at the top. If your recruiters and managers are unaware of how valuable a diverse workforce can be, take the time to elucidate the advantages. To get the ball rolling, have them take an online course for cultural or other sensitivity training
  2. Reexamine your current recruitment practices. Take a close look at your recent job postings. Is the language tailored to reach the broadest audience possible? Are you culturally sensitive in describing what makes your company or association a good place to work? Have you had a presence at a wide range of job fairs at different locales? Do your recruitment materials (brochures, webpage, etc.) accurately represent a diverse group of employees? Is your company in compliance with Federal EEOC guidelines
  3. Tap into existing employees. Encourage your associates to provide testimonials that cover the ways your organization values diversity. This can be a great tool for recruiters and a source of reassurance for prospective candidates. And, while you’re at it, ask your team if they know any great candidates from diverse backgrounds. Yes, there is the potential for employees to suggest people who are very similar to themselves, so to encourage more diversity, consider offering a referral bonus specifically for underrepresented minorities. This study suggests that paying a bonus for diverse referrals made a significant difference in decreasing unfair treatment and increasing employee retention. 
  4. Tap into community resources. To cultivate a truly diverse workforce, you may need to consider recruiting from more nonconventional sources. Look for community groups, staffing firms, and adult education centers that match job seekers such as refugees, immigrants, and other minority groups with employers. Churches, cultural institutions, and colleges can also help you connect with candidates. 
  5. Offer benefits and workplace flexibility. On-site daycare and a flexible work schedule make you attractive to just about any prospective candidate. However, there are other things to consider, such as allowing paid time off for cultural and religious holidays not observed companywide or amending the dress code to accommodate diversity-friendly (but still office appropriate) clothing. Perks attract employees. It’s that simple. 

The shift to remote work has opened up new and exciting opportunities to expand your existing talent pool by hiring amazing and unique individuals—regardless of where they reside. Gone are the days where it was necessary to have a physical office in cities with diverse populations. As working from home becomes a mainstay, efforts can shift to recruiting and nurturing talented people from all over—and that spells success for 2020 and beyond.

Our Teams, Our Strength

This letter originally appeared in the May/June 2020 issue of BoxScore magazine.

By Michael D’Angelo, President, AICC, The Independent Packaging Association

“My head is spinning.” I must have received more than 50 emails in the past month that included that phrase or something similar. Phone calls, too. COVID-19 has created such a period of uncertainty, and AICC members want to know the latest, share what they’ve learned, and interact with their friends and colleagues. Multiple government agencies have come out with a dizzying number of orders, limitations, programs, and directives. Some of these change from day to day, and there is no end in sight.

AICC’s great staff has responded by creating forums and new media to bring our member companies together in ways we had never before been considered. Canceling the Spring Meeting and postponing SuperCorrExpo to August 2021 are unprecedented decisions that had to necessarily be taken. Videoconferencing with nearly 400 AICC members attending is certainly a new experience, as are AICC webinars with more than 150 attendees. Effective as they are for providing vital information, they will never replace what former AICC President Steve Young has so accurately termed the “handshake” nature of our business.

I have a favorite saying that I use from time to time: Know Your Why. We know our why—it’s you.

We have to tip our hats to AICC’s member companies. You are essential businesses—shockingly, it takes a state to declare you so—that have magnificently responded to the demands on supply chains brought on by the coronavirus pandemic. I have seen and heard firsthand the concern that you have for your employees, your customers, your business partners, and each other. We have to tip our hats to the employees who show up for work on the production lines that keep everything going. We have to tip our hats also to their office colleagues, who have to navigate through challenges that come from working out of a home office that doubles as the kitchen table, with the kids in the next room. Graphic Packaging, although an integrated company, posted an image on social media with the following message that, I believe, encapsulates what the independent converter and their suppliers have done and are doing: “Not all heroes wear capes. Some wear hairnets and safety glasses—the dedicated men and women at our mills and plants who are working tirelessly to ensure food gets into homes.”

Heroes for doing their job under conditions we could not have imagined six months ago. Heroes before we even consider the masks, PPE, hand sanitizer, and other products AICC member companies are producing for their employees and for the health care workers and first responders in their communities.

I’ve been thinking a lot about teams since this crisis began. Your teams, the AICC team, the team that we all become on a video conference, a webinar, or an in-person meeting—the industrywide independent printing and converting team. Vala Afshar once wrote, “We are not a team because we work together. We are a team because we trust, respect, and care for each other.”

That is the strength of AICC.

Michael D’Angelo

AICC President

Staying Healthy on the Job—at Home

This article originally appeared in the May 2020 issue of Worldwide ERC®’s Mobility magazine. Read the full issue here. Shared with permission.

By Heather Larson

Whether you view stay-at-home orders as the “Great Pause” or the longest intermission ever, many of you and your employees have been working from home. For many of us, this is new. The worldwide COVID-19 pandemic has revolutionized how we spend our time. Long commutes are distant memories along with gym visits, water-cooler chats, medical appointments, and salon visits.

As the leader of your workforce, you must help them navigate the current challenges, whatever those may be. They may well be different for each individual.

“The goal is to help at-home workers understand that staying physically and emotionally healthy benefits them, and not just the company’s ‘bottom line,’” says James Jackson, Psy.D., psychologist and professor of medicine at Vanderbilt University Medical Center. “If people understand that health-promoting programs and policies are actually for their growth, they will experience them as positive. They will find that adherence to them—far from being demanding—is desirable.”

It is extremely important for employers to strive to maintain as much normalcy as possible for their employees at this time, says Brian Wind, Ph.D., founder and CEO of NOVOS Behavioral Health Solutions. No matter where everyone is working from, continuing to encourage deadlines, conference calls, and an overall sense of stability can be tremendously beneficial. People can easily become unmotivated, especially if they aren’t used to working from home, he says. Giving them specific responsibilities can help.

In other words, even though there’s physical distance between you and your staff, it’s still important that all of you spend time together.

Connect With Your Employees

Jackson explains that although regular technology-enabled meetings keep teams connected, the most important way to promote community and connections is to assist employees in finding shared meaning in the work they do. Help staff embrace the idea that they are working together for a larger purpose; they all have a role to play, and the team suffers if they don’t play that role.

Even for teams that were remote prior to the pandemic, it is common to see companies not placing enough effort into making their staff feel connected, says Brittany Ferri, an occupational therapist in Rochester, New York. 

“Planning group video calls to hear and see co-workers can really help lighten the mood,” notes Ferri. “This can also calm some employees worried that other staff are mad at them, etc., since reading text and email conversations all day can easily be misinterpreted, especially if we are feeling tired or sensitive.”

Not everything has to be focused on work. Take time to share good news such as births, birthdays, anniversaries, and milestones. Encourage employees to show off their pets or reveal their home offices to give others tips and inspiration, Ferri says. Staff might plan fun group activities for short breaks throughout the day, such as group yoga, guided meditation, or playing a short game together. Also encourage your staff to get up and move around frequently during working hours.

Support Your Team’s Well-being

Jackson says promoting both physical health and mental health is vitally important but perhaps never more than now.

“Optimal physical and mental health contributes to better stress management, greater levels of resilience, better cognitive functioning, and ultimately more productivity,” explains Jackson. “Creating a climate where employees can attend to and honor physical and mental health isn’t just a feature of the manager’s job during difficult times—in many ways it isthe job.” 

This can be accomplished by employers being intentional—creating resources that employees can access, modeling the importance of this in your own life, and incentivizing participation in programs that promote wellness, Jackson says. 

Ferri cautions employers to be cognizant of employees who are taking excessive time off, displaying drastic changes in productivity, expressing significant dissatisfaction with working at home, and are increasingly unreachable throughout the workday. Take extra measures to reach out to them to talk about their workspace, health activities, and the state of their emotional health. All of this should be done individually through one-on-one check-ins via phone or video calls, she says.

Remind them of available resources such as counseling through employee assistance programs (EAPs), insurance benefits, or personal days, suggests Ferri. Ensure that workers are taking the time they need to rest and recover from the stresses of the current situation.

Reassure Your Staff

It’s quite common for emotional issues to come to the forefront during times like these.“Anxiety, depression—or for that matter, more generic mental health difficulties—are certainly on the rise during the COVID-19 pandemic,” says Jackson. “Some of these symptoms are typical right now—really, to be expected—but they shouldn’t be ignored.”

Key things to look for, says Jackson, include marked changes in productivity, behavior, or attitudes that reflect deviations from the baseline. Red flags are increased irritability, problems focusing, reactivity, addictive behaviors, and not maintaining the suggested work schedule, just to name a few.

Supervisors or managers may be psychologically sophisticated, but they aren’t psychologists. They can encourage, support, empathize, and listen, but often the most helpful thing they can do is facilitate referrals to mental health providers and work to create climates in which mental health is valued and mental health treatment is not a source of shame, says Jackson. “Refer these individuals to mental health professionals in their community available through your EAP,” she says.

Suggesting simple at-home tips and tricks such as going for walks and practicing mindfulness can also help, says Wind. Employers should also be open to the fact that some of their workforce may need to take a break to preserve their own well-being. This can be accommodated, he says, by providing a lighter workload temporarily or even encouraging them to take some time off in order to regroup.

Follow a Cadence

One vital way to help maintain both mental and physical well-being is to encourage employees to adopt a regular routine.

The key to determining a schedule for your day, says Jackson, is to prioritize the right things and lean into them with great intentionality. Try, for example, to get up at the same time every morning and go to bed at the same time every night. Strive to eat three healthy meals a day, exercise regularly, and set up consistent times to interact with other people in the context of self-care.

Ferri adds her own tips: Make coffee or tea in the morning, listen to a podcast, and get dressed as though you were going into the office. Attempt to dedicate a separate area of your home for work. This may be difficult for those who don’t already have a home office, but do separate where you work from the space where you relax, so you can “turn off” your brain at the end of the day.

Keep your water intake up, step outside for fresh air and sunlight several times a day, keep all work out of your bedroom—since this can affect how you sleep—and log off work at the assigned time and leave it alone until the next day, recommends Ferri.

Take Regular Breaks 

Sometimes you get into a rhythm and don’t want to stop working, but you must. This is applicable to both employer and employees.

“Quite literally, give yourself a break,” says Ferri. “Stretch and take walks throughout the day; don’t chain yourself to your computer.”

Physician and Ayurveda specialist Rachna Gadhok, M.D., suggests doing yoga to break away from work.

“It has been proven to help in stress management, lowering anxiety, and cortisone levels,” Gadhok says. “If new to yoga, practice balancing poses, belly breathing or yogic breath, and alternate nostril breathing to calm the mind and relax.” Instructions for doing these can easily be found through a Google search or on YouTube.

Create Quality Time 

It’s also helpful to make the most of the time we have with our loved ones. Use family time to relax and maybe learn something new. Try a new recipe and give everyone a task, attempt new dance moves with your kids, paint, or learn a different language. All this helps to calm down the overall environment, says Gadhok. 

Call those you miss, or write them letters. Tell them you’re grateful for the roles they play in your life. FaceTime and Zoom also make excellent tools for connecting with those you can’t visit during this time.

We all should try and make the most of our current situation, because none of us knows how long this will last, and the least we can do for ourselves is to try to create a setup and structure that we are somewhat comfortable with for the time being, suggests Ferri.

Final Thoughts

Wind says employers can play a major role in helping their employees stay healthy all around, during a pandemic or not. Employers should continue to remind employees of physical and mental health benefits offered through their insurance so that they can feel comfortable getting care when they need it.

At press time, nobody knows for sure how long they and their employees may be working from home. Although some states and countries now show signs of gradually reopening, that may or may not become permanent. By refining routines and adopting coping tactics, employers and their staff have the best chance of maintaining health and wellness in this time of COVID-19, no matter how long it may last.

Publication Promotion Videos Can Boost Readership and Nondues Revenue

“By 2022, online videos will make up more than 82% of all consumer internet traffic—15 times higher than it was in 2017.”

Cisco

“72% of customers would rather learn about a product or service by way of video.”

HubSpot

Publication promotion videos are the perfect opportunity to capitalize on already compelling magazine content to deliver a brand-new experience to existing readers, while casting a wider net to gain new ones. In addition, there are many sponsorship and advertising opportunities that can be included to not only offset the costs, but to also generate revenue.

A publication promotion video offers a look into the upcoming issue—including a guided tour through feature articles and departments with voiceover narration and on-screen text—and can promote special features of the digital edition or publication microsite. 

Want to See a Sample?

We recently created a publication promotion video for the Flexible Packaging Association to announce the launch of their premier issue of FlexPack VOICE. The video was featured in an eblast sent out three days prior to the release of the print and digital edition.

Some of the Benefits

  • Brings the value of the magazine to life through customizable animation 
  • Can direct viewers to other association content that complements the print magazine, including the digital edition, association website, blog posts, social media, and publication microsite
  • Promotes different sections of the magazine so readers know all the information they are receiving
  • Made easily sharable so existing readers can pass along to colleagues and other potential new readers
  • Shows advertisers the context in which their ads will appear and the power of advertising in the publication
  • Creates multiple new advertising opportunities in the video itself and in the video distribution email

How to Get Started

We recommend the creation of a 60–90-second video to promote each issue of your magazine. It could be featured in eblasts, on social media, in newsletters, and could also appear right on your website or the publication microsite’s homepage, updated prior to the release of each magazine issue.

A voiceover can add personality and can be supplied by YGS or recorded by a member of your association you would like to feature prominently, with YGS writing or assisting with the writing of the script. Closed captioning can be added if desired, or key points can be called out with on-screen text in case listening to the audio isn’t convenient for the viewer. 

Video content doesn’t need to be limited exclusively to the magazine. It can include up-to-the-moment information regarding the current crisis, words of encouragement and recognition to members, and thank-you messages to advertisers and supporters. It’s adaptable, delivering a wide range of information in an engaging format. 

Some of the Customizable Options

  • A peek into the current issue with page-flipping animation and text-based callouts of important elements
  • Optional voiceover narration to guide the experience
  • An opportunity for your president, CEO, or other VIP to provide the voiceover, either on-screen or off-screen
  • Sponsorships and advertising opportunities, including pre-roll or a callout of an ad in the magazine

Let’s Explore the Possibilities

We’d love the chance to discuss how a publication promotion video could benefit your association. Get in touch, and let’s schedule a brief consultation at your convenience!

Reducing Print Publication Frequency Can Be Costly

While we’ve seen the immediate impact of social distancing on the event side of our business, we have not seen a comparable decrease in advertising sales. At this point, year-to-date sales are behind somewhere between 15%–20% from last year, but faring better than many had predicted. 

Part of the reason for the better-than-expected outcomes is that a number of our advertisers recognize the need to maintain their market and brand presence to be best positioned for recovery, and we have had largely positive responses in our dialog with advertisers.

Going Digital-Only Could Be Counterproductive

In the past several months, we’ve had discussions with some clients about the possibility of taking their publications into a digital-only environment (digital communications being one of YGS’ areas of expertise). A very small number did elect to go all digital, willing to accept a reduction in ad revenue. Others recognized the benefit of a compromise, such as reduced frequency supplemented with digital editions or publication microsites, which allow for timely, content-rich additions to the print editions. 

But in all cases—and we want to stress this point—when print publication frequency was temporarily reduced or cut completely, ad revenue never reached the same level as when the print editions were at full frequency and distribution.

Some Items to Consider Before Reducing Print

1. Are you willing to accept that ad sales will go down by going all digital? Rates for digital advertising are generally 20%–40% that of print. We have one client, in fact, that has ended up spending more for their digital-only publication because of the reduction in ad sales coupled with the expense to produce the publication.

2. Have you done a realistic assessment of production costs versus revenue? This should include the resource time to write, design, manage, print, and mail. We find that some of our clients don’t include the resource expense, just the print and postage savings. Going digital often means as much (if not more) time spent on the writing and design. So, while the print costs go down, other costs remain constant or even increase.

3. Are you are aware of the risk of losing members? With most of our association clients, their print publication is considered one of their top three member benefits, if not number one. Perceived value of a digital-only version is definitely lower in the minds of members.

4. Is your readership a true consumer of digital content? Digital can be an excellent way for consuming some types of content, but have you done a thorough reader analysis to determine if this is true of your audience and the type of content they are expecting you to provide?

5. Does your content lend itself to being read in digital environments? In other words, is it or can it be short, succinct, and compelling enough to be read on a tablet or smartphone? Do you have the resources to adapt and optimize your content for reading on portable devices?

Now May Not Be the Time for Dramatic Changes

If ad revenue is temporarily down for your print publication, one approach, certainly, is for you to consider decreased frequency for a defined and limited time. We have a few clients who have deployed this tactic, understanding that these are unprecedented circumstances. 

We have worked with these clients to consider existing or expanded digital properties for distribution of critical content between issues. This approach can allow you to address costs—recognizing the potential of lost ad revenue—yet not commit to a scenario that could result in unfavorable longer-term implications once we recover.

Want to Learn More? 

There are numerous options for sustaining revenue during this crisis. If you have questions or would like to discuss the possibilities, I welcome the chance to chat.

Many thanks, 

Jack Davidson, YGS President 

Essential ILMA

BY HOLLY ALFANO, CEO, INDEPENDENT LUBRICANT MANUFACTURERS ASSOCIATION

This letter originally appeared in the May 2020 issue of Compoundings magazine.

I’m writing this month’s letter from my home office. We are about 12 days into the 15 that President Donald Trump says are needed to “flatten the curve” of the COVID-19 pandemic. The governor of Virginia has closed all nonessential businesses, requiring the ILMA staff and me to work remotely.

A lot changed very quickly. Oil prices plunged to new lows. The stock market tanked. And a new phrase—“social distancing”—entered our vocabulary.

The cancellation of ILMA Engage was a major disappointment to our staff, with 90% of the work having been already completed. But we soon embraced a new challenge: to ramp up the flow of information and resources to members, anticipating what issues would emerge. As the staff began meeting over video chats, we agreed that as a team, this is our opportunity to shine and to reinforce the value of ILMA to members.

As states began to issue stay-at-home or shelter-in-place orders, ILMA wasted no time reaching out to the National Governors Association requesting that lubricant manufacturers be designated as “essential businesses.” Thankfully, the governors came through, and ILMA quickly developed information to help our members in their new role as an essential business, while most other businesses were shut.

We quickly developed a COVID-19 Resources webpage, which has been updated daily. We provided guidance on how members could manage employee issues that would inevitably occur during a pandemic. What happens if an employee becomes ill? What happens if an employee refuses to work? ILMA developed a “Frequently Asked Questions” document on employment issues.

The slowdown and closure of businesses resulting from the pandemic had many effects on ILMA members, and ILMA was there to assist:

  • As Congress reacted to the crisis with a relief package, ILMA gathered critical information for members on Small Business Administration loans and other business assistance included in the legislative package.
  • As members began preparing to apply for American Petroleum Institute (API) licensing for GF-6, ILMA learned they were having issues with the availability of the Romaszewski Oil Bench Oxidation (ROBO) test. ILMA reached out to API, and on April 1, API invoked Provisional Licensing, giving members needed leeway to submit ROBO results. When API lifts its Provisional Licensing, oil marketers with provisionally licensed formulations will have six months to obtain and submit a passing ROBO result.
  • Grease manufacturers and the National Lubricating Grease Institute (NLGI) approached ILMA about the shutdown of the castor industry in India resulting from the pandemic and how without access to that product, the grease industry would be effectively halted around the world. ILMA, NLGI and the Society of Tribologists and Lubrication Engineers developed a letter outlining the issue, which was delivered to Trump administration officials and the Indian Embassy. The letter asked for outreach to the Indian government to reopen the essential castor industry and nearby ports.

We lost our much-anticipated meeting, our chance to connect and network with friends and colleagues. But the work of ILMA never stopped. Rather, it intensified. It is my hope that, as we helped to make the case that lubricant manufacturers are essential, our members also recognized ILMA in that light.

Signature

Holly Alfano

Chief Executive Officer

ILMA

Onward and Upward

BY JASON GAMEL, PRESIDENT AND CEO, AMERICAN RESORT DEVELOPMENT ASSOCIATION

This letter originally appeared in the May 2020 issue of Developments magazine.

I’m as disappointed as anyone that we won’t be able to hold ARDA World 2020 as planned and showcase the fantastic work that ARDA and its member companies have been dynamically engaged in all year. It was absolutely the right decision to cancel the meeting and to do all we can, as an industry and as good corporate citizens, to help slow the spread of this awful coronavirus.

Although the event will not happen this year, I’d still like to thank all those who planned for the annual gathering of our maturing, evolving, increasingly tight-knit timeshare industry.

This starts with our volunteers, from speakers and moderators to the meetings committee and the awards committee. We have for years enjoyed the high production values brought by Mike Kinder Productions, who will be missed greatly as this would have been his last waltz with us. Finally, our board, executive committee, and staff all had been working vigilantly and creatively, and they were ready to pitch in wherever needed, as they always are.

But our work will go on, and this community will continue to stand strong together in the face of the headwinds of adversity brought about by the COVID-19 disruptions to our economy in general and to the travel industry specifically.

ARDA’s leadership team and volunteer members already have continued that work by making absolutely certain that we’re in the forefront of the conversation, and at the right place at the right time, when Congress and policymakers in the White House are making key decisions.

In fact, our industry literally had a seat at the table in a key meeting with the president himself about federal stimulus package considerations, along with representatives of hospitality brand leaders like Marriott, Hilton, and Hyatt. Our advocacy efforts with public officials are stronger than ever right now in Washington, D.C., and at the state level.

We have overcome economic obstacles like the 2008–2009 Great Recession and national tragedies like the terror attacks of Sept. 11, and we’ve always rebounded quickly. Resilience is part of our DNA. Thanks to our product, our community, and our commitment to putting people on vacation with their families, our timeshare owners always have been ready to go back at the first safe opportunity. They share our commitment!

This unusual time has strengthened my resolve to be proactive and strategic and to communicate with our staff and all of you based on our current Focus Five mantra, which prioritizes: (1) moving forward on federal and state legislative work; (2) maintaining the organizational health of ARDA; (3) strengthening our communications efforts, including launches of the newly revamped ARDA.org and ARDAROC.org websites; (4) fighting fraudulent players in the secondary market; and (5) ensuring that ARDA is essential to you and your business.

We are committed and as focused as ever on the tasks at hand, and with our skilled staff, experienced volunteer members, and highly qualified consultants, the future is bright for the timeshare industry.

Jason Gamel

President and CEO

ARDA

4 Tips for Creating Online Course Content

Online courses are valuable opportunities to showcase your association’s expertise and resources to your members and the industry as a whole. While many components are involved in the development of a successful online course, content plays a critical role. Ensure your course is successful by keeping the following content tips in mind:

1. Pick your course topic wisely.

If you are searching for a course topic, employ “What would you be interested in learning?” surveys on social media using twtpoll and/or in an email to your members using Google Forms. Once your course topic is decided, conduct market research while considering these questions about your idea, posed by Jonathan Chan of Foundr

  • Are people talking about it?
  • Are people asking questions about it?
  • Is there a gap in what the competition is offering?

Market demand can make or break the success of your online course. If you can answer yes to the above questions and still offer something unique, your course is on track for a favorable outcome.

2. Establish effective learning outcomes.

People enroll in courses they believe will help them accomplish something, so think about your desired audience as you consider the following:

  • What skills will they be able to demonstrate after taking your course?
  • What new knowledge will they gain?
  • What feelings will they have moved away from or to?

Identify a transformation through transparent, student-centered learning outcomes to attract an appropriate audience and increase satisfaction rates. 

3. Determine, select, and gather course content.

With your market research and learning outcomes in mind, do the following: 

  • Examine preexisting content you have created, and evaluate if any can be repurposed for your course.
  • Eliminate any content that does not directly relate to achieving a learning outcome.
  • Vet information available from other sources on your topic to see if any is suitable for incorporation.

4. Assemble your content thoughtfully and cohesively.

Your audience is coming to your course to learn, and it’s important your course structure makes them feel as though they are succeeding. Including too much content is bound to overwhelm, so if you have a lot to teach, be sure to break your content up into multiple courses. Once you’ve homed in on what you’re including, create sections and lessons—complete with exercises, assignments, and quizzes when appropriate—based upon the different stages your students will experience. Help your students transition from beginners to experts while including a variety of aids in the form of text, audio, visuals, and video to attract a larger audience.

In addition to providing a sought-after benefit to your members, online courses have the potential to draw interest from outside of your industry. Keep this content advice in mind as your build your course to open up the possibility for a new market and a new source of nondues revenue.

Keeping Employees Engaged While Working Remotely

At the time of this writing, many of us are well into our third straight month of working from our homes. Although some states are beginning to show signs that reopening is not far off, it is probable the situation for many will not be changing any time soon. Here are some tips for keeping your employees engaged as they continue to work remotely. 

1. Create a sense of community. It’s likely your employees are feeling isolated during this time of … well, isolation. A great way to combat feelings of detachment is to create a strong sense of community. Even though you can’t be in the same building, virtual happy hours and coffee breaksmultiplayer games, contests, karaoke parties, and other team-building activities are wonderful ways to break up the monotony and give your associates the connection they are currently lacking. 

2. Communicate, communicate, communicate. Yes, we said it three times—that’s how important it is. Your leadership team should be as transparent as possible when it comes to advice, policies, crisis response, and protocols by holding companywide meetings. Associates should also be given ample opportunities to ask questions and should be able to expect clear, concise answers to their inquiries in a timely fashion. They should also feel free to provide feedback without punitive consequences. Wherever possible, encourage the use of video for meetings. While hearing voices is definitely better than reading words on a screen, being able to look someone in the eye or see them smile can really make a positive difference.

3. Be flexible. It can be tempting to micromanage your employees while they’re working off-site. However, checking in constantly to ensure they are on task and demanding a detailed list of the work they’ve done during the day will do nothing for morale. In fact, it will only enforce the feeling that you do not trust them, and that is completely counter to good employee engagement.  

Here’s an idea: Let workers control their schedules. Trusting employees to have the agency to meet deadlines, show up on time for conference calls, and get their work done slightly outside the confines of 8 a.m. to 5 p.m. can go a long way. Remember, working from home comes with unavoidable interruptions, whether a child needs attention, something in the kitchen is burning, or you get an unexpected (but always welcome, of course) call from your mother-in-law. Cut your employees some slack; it will make them a lot happier, which should make them a lot more productive

4. Explore some PD. With most of us being confined to our homes, we suddenly have some extra time on our hands. This is a great opportunity to invest in professional development for your associates. Online seminars and workshops can hone existing skill sets while online learning platforms or classes can allow employees to grow into new roles and responsibilities. This will illustrate that despite these uncertain times, you still care about your associates and their professional progression. Plus, you come away with a more skilled workforce. Win-win.

5. Recognize and celebrate successes. Acknowledgment of a job well done has always been important, even before this global crisis. However, it’s especially important now as with each day comes the struggle to fight feelings of seclusion and depression. According to a recent report by Achievers.com, recognition has the biggest impact on employee engagement. In short, recognizing employees for outstanding work will motivate them to keep it up and excel even further. Here are some tips from SHRM to get you started. 

Building a Brand-New Magazine (During a Pandemic)

It’s always exciting to develop a brand-new magazine. And when the Flexible Packaging Association (FPA) asked us to build their magazine from the ground up, we were more than up for the challenge.

What Goes into Developing a New Magazine?

Any time you’ve leafed through a magazine, you probably haven’t thought about all the moving parts that go into bringing that book to life. While many publishing companies rely on outside vendors to assist in one or more areas of development, YGS is a one-stop-shop. Having all the players within the same company makes for a more collaborative internal culture and a smoother client experience. From start to finish, the steps that brought the new magazine to life were:

  1. Discovery meeting. The first step is always to get a better understanding of the client’s needs and industry. FPA visited our office in November to meet with each YGS team and provide insights about their challenges and goals.
  2. Publication architecture and naming. With the client’s needs in mind, the content team developed a framework outlining what topics each section of the magazine would cover. A list of publication name options was developed and presented to the client. And the personality of the publication began to take shape.
  3. Design concepts. With the names and sections nailed down, content handed it over to the design team to create an overall look and feel for the publication. This included font options, color pallets, page layout, and treatment of pull quotes, folios, and other components. Two different options were developed and presented to the client.
  4. Content development. Once a concept was approved, it was time to produce the written content and images. Using a combination of member-supplied content, photos and information from the association’s annual awards, and articles researched by our team of writers, the pages started filling up.
  5. Media sales. A healthy magazine has relevant ads. Our media sales team reached out to companies in the industry to purchase advertisements that would interest readers.
  6. Layout and review. All the components came together beautifully as our designer flowed content onto the pages and our editors worked to ensure perfection.
  7. Printing. After the design and copy were approved, our productions solutions team transformed the magazine from files on a computer to a publication you can hold in your hands.
  8. Promotion. To build the excitement around this new publication (for readers and advertisers alike), our marketing and technology teams developed a video and eblast to introduce the magazine and show what the issue was all about.
  9. Distribution. Did you know that YGS has our very own post office? Print magazines were sent to association members and other industry leaders. In addition to the print version, YGS launched a digital flipbook version for readers to access on their digital device … from anywhere.

To ensure that all the teams worked together seamlessly, our account managers and production managers oversaw every step to keep everything moving according to schedule, while maintaining clear communications both internally and with the client. Just like raising a child, building a magazine truly does take a village. And watching it develop, grow, and ultimately go out into the world is immensely satisfying.

Developing a Magazine During the COVID-19 Pandemic

When the project began, nobody could have predicted that we’d be faced with the biggest pandemic of the century. But we didn’t let that stand in the way of putting out a high-quality, relevant magazine—while staying safe in the process.

Keeping Up With the Times

As COVID-19 shook the whole world, some of the content we’d planned months in advance needed to shift. Some quick work from the client and some nimble editing from the content team allowed us to include vital information about the pandemic’s impact on the flexible packaging industry, without compromising quality or delaying the mail date.

Safety in the Print Shop

A strong communications strategy is important all the time. During a pandemic, it’s vital. High-quality printed materials offer readers a neat package of information that is directly relevant to them. For this reason, YGS is an essential business in the state of Pennsylvania.

Safety of YGS associates is the number one priority. In compliance with CDC guidelines, print shop associates work at least six feet apart—as most of the presses are positioned at such a distance anyway. Thorough cleaning and disinfecting measures have been implemented. YGS also provided two washable cloth masks per person, which are to be worn throughout the workday.

Additionally, any associates who are able to work remotely have been instructed to do so—which greatly reduces the amount of people going in and out of the building.

YGS also hosts frequent virtual town hall style meetings to give all associates an opportunity to anonymously ask any questions or voice any concerns. Detailed safety instructions are also offered during these virtual meetings to ensure that all associates understand new protocols. 

Convenience for Readers

Because FPA opted to offer their members both the printed and digital versions of their new publication, readers will be able to access their issues from anywhere. The CDC and WHO have confirmed that printed publications are a safe vehicle for information. So the print editions will be a valuable resource for readers who prefer to consume information via a hard copy format.

A Success? We Think So.

It’s often during the most challenging times that strengths and weaknesses reveal themselves or become more apparent. In the case of FPA’s new publication, everyone’s strengths shined through beautifully. 

Focus and determination were maintained by all teams while adapting to the “new normal.” Changes were made as needed, deadlines were adhered to, and we ultimately produced a beautiful publication that will be valuable to FPA’s members and readers during these challenging times and beyond.

Of course, we couldn’t have done any of it without our new client (and new friends), FPA, who were a joy to work with every step of the way. And who we look forward to serving for many years to come.

Deliver Sought-After Stability to Your Members

Your association has always been committed to distributing content to inform, entertain, and benefit your members. In the current landscape, you may have increased the digital means of delivering some communications, which is a logical decision. That said, there are still plenty of props to give to the medium of print amid a pandemic.

First and foremost, it’s important to note that while digital misinformation surges as a worldwide health crisis spreads, consumers continue to consider print a trustworthy source, and there currently is no evidence that COVID-19 is being spread through mail or printed materials. Print should also be celebrated for being:

  • Aesthetically Pleasing

Art serves as a salve in this time of need, and binding, font type and size, paper weight, and thoughtful finishes allow your message to be presented as art in the form of a publication.

  • Collectible

The current crisis is historic, and any content focused on it will serve as a cultural touchpoint for your association and industry. 

  • Permanent

Publications possess a longevity that cannot be encoded into their digital counterparts.

  • Nostalgic

As we continue to adapt to evolving circumstances, who isn’t yearning for at least one thing to be as it was before? When recurrent publications remain uninterrupted through trying times, comfort is delivered in addition to hard copies.    

  • Tangible

The physicality of a publication is what allows a lived experience to develop out of a special connection with the reader.

  • Possessable

In addition to being felt, a publication is seen and smelled, which creates a sense of ownership. At an emotional level, one possesses a publication as their own. Even when a publication is mass-produced, the publication you receive in your mailbox is your copy, and as such, it starts developing unique features—spots, tears, dogears, annotations. Together, all these tangible tidbits create your ultimate individual experience that cannot be replicated by digital platforms.

YGS knows how important it is for associations to be able to communicate with their members without interruption—especially in such an unusual time. Rather than an either/or argument wherein print and digital media compete, honoring print reminds us of its extraordinary impact in a time when so much of our professional and personal relations have moved online.We have all had to abandon so many of our established routines as a result of COVID-19. Receiving a publication in the mail renders a coveted semblance of normalcy, but to maximize your association’s reach and impact, you will want to continue to combine the best of both print and digital media. After all, they complement each other. So,bridge both by ensuring websites, social media, videos, and infographics work in conjunction with your printed content, and start a conversation with us to see how we can help! 

Animals Aid Us Amid a Crisis

Our pets provide consistency and companionship in the cutest form. In normal circumstances, the Centers for Disease Control and Prevention lists some of the health benefits of having a pet as:

  • Decreased blood pressure
  • Decreased cholesterol levels
  • Decreased triglyceride levels
  • Decreased feelings of loneliness
  • Increased opportunities for exercise and outdoor activities
  • Increased opportunities for socialization

In a time as unusual as this, pets are a godsend. Because many of us share a special relationship with our pets, YGS decided to celebrate National Pet Week, taking place May 3–9 this year, and we’re excited to share our furry friends with you:

Megan and Chunk keeping active
Stella grinning from ear to ear as Kim returns from the workday
Barky begging Rob to share some coffee
Emma warning Emmanuel all work and no play makes his dog a dull girl
Zoey Snoop Dog listening to a YGS Town Hall meeting with Liz
Murphy offering a helping paw as Dave processes invoices
Blue chasing the cursor arrow as Sheila oversees payroll and benefits
Shug and Dahlia keeping cozy while warming Casey’s heart
Ike reminding Robin to take a break
Oscar showing Michelle how social distancing works with four legs
Winnie sitting pretty as she oversees Rachel R. managing sales and marketing
Dave and Maya getting in a cuddle as they get things done
Dorian striking a pose so Cindi can reflect on beauty
Samson advising Rebecca it’s all in the eyes when video conferencing
Dame spreading cheer as she visits the office
Sheldon and Tucker championing Chris’ prepress prowess
Zack and Buster exemplifying teamwork (and splitting commission 60/40 in Buster’s favor)
Brooklyn showing he’s ready for Craig to go back to the office
Riggs ensuring Rachel M. and family take time to enjoy the outdoors
Miska curled up on her favorite blanket while she keeps an eye on Yvonne working at home
Willy and Winny offering Jennifer double the comfort and companionship
Charlie offering Stephen an out-of-the-box perspective
Tucker enjoying the plush life as Jess takes care of business
Scooter implying it’s time for Charity to sign off
Jackson showing Serena how good it feels to crawl into bed (almost completely) at the end of a long day

Some of our pets are relishing more time with us as we work from home, while others are providing ineffable comfort as we walk through the door at the end of a workday in a weird world. This may be an uncertain time, but the human-animal bond perseveres!

Sustaining Member Dues Revenue

During this period, some members are struggling with strained budgets and are being forced to make tough decisions about what expenses to prioritize. Thoughtful, empathetic tactics for encouraging and assisting members to renew can help your association maintain a healthy membership base, ensuring you are there for them when they need you most. While non-dues revenue strategies are as critical as ever, sustaining member dues during the COVID-19 crisis can make the difference between being able to deliver on your mission and falling short. 

Accept Installment Payments

If you don’t already offer an option for members to pay in installments, they might welcome and appreciate the option. It’s also an opportunity to demonstrate that you are in touch with their financial challenges. 

Extend Grace Periods

Giving members the option of taking an extension on paying their dues is another way to show support—and to keep members you could otherwise lose. Consider language such as: 

If you renew now, it will help us to continue delivering all the benefits that are so critical. If you need an extension, we can work with you. 

  • I am ready to renew now and pay my membership dues to help sustain the association’s critical mission.
  • I am ready to renew now but would deeply benefit from a three-month grace period.

Craft Sensitive Member Renewal Notifications

Let members know you understand the hurdles they are currently facing. More than ever, how you communicate a renewal needs to be understanding—yet persuasive. It can help for you to celebrate your members’ achievements and determination during this crisis. Connect these success stories to the value they receive from membership in your association.

Consider a Digital-Only Membership

Among the many options for tiered membership, a digital-only membership can entice members  who otherwise might find membership out of reach. In addition to keeping members you could otherwise lose, it could attract new members.

Offer Free Incentives for Renewing

Whether it’s a free gift, such as branded merchandise, or something as simple as a plaque, award, or callout in your publication, an incentive will encourage renewed membership. Now might also be the time to consider a reduced renewal rate or a lower price for a multi-year renewal. 

Adapt and Communicate Your Value to Members

Distribute regular communications, such as enewsletters, and increase engagement on your social media. Send out a survey to determine what members really need right now. Then adapt your offerings based on member feedback and clearly communicate those changes.

Share Your Ideas

Have other ideas for how to encourage members to renew during challenging times? We’d love to hear them.

Mental Health: A Necessary Priority for Your Team

Stress, anxiety, depression, grief, trauma—these are unfortunately becoming more common as we attempt to break through to the other side of the COVID-19 pandemic. As fear, death, and economic uncertainties continue to affect the lives of many, your employees may be among the hundreds of thousands of people trying to cope during this emotionally challenging time.

While many people hope to manage these effects and fight the fear themselves, everybody deals with trauma uniquely. Sadly, the natural response for many is to internalize these feelings and/or turn to substance abuse. And although there are viable resources (see below) that provide advice and consolation, the stigma surrounding depression, anxiety, and grief leaves many feeling like they have nowhere to turn.

Because the crisis has also had a financial impact on businesses, there has been a downstream impact on employees. In times like these, employees begin to experience high levels of anxiety and uncertainty around job security. Some may suffer an immediate financial impact, which can lead to an even higher level of insecurity. Such stressors can result in a strain on relationships and families, which adds to the emotional difficulties these folks are already facing. Employees may be worried about their ability to provide even the basics for their families. Individually, they may worry about their safety and security due to the risk and continued spread of the virus.

Reduced hours at work or social restrictions can lead to a sense of isolation from coworkers, friends, and family. When feelings of safety and security are lost, the ability to function optimally becomes compromised.The American Psychiatric Association Foundation’s (APAF) Center for Workplace Mental Health offers these key tips to help you measure and improve the well-being of your workforce:

  • Show empathy and be available. Simply being open to and making the time to talk about employees’ anxiety can make them more willing to discuss it. Check in routinely.
  • Stay connected with communication and meeting tools. Virtual meetings and internal events can offer valuable face-to-face time with colleagues.
  • Recognize the impact of isolation and loneliness. Pinpoint signs of mental and emotional struggle by looking for changes in communication style and productivity.
  • Encourage online training. This can be a welcome distraction while bolstering your employees’ skills.
  • Check in with your Employee Assistance Program and health plan. Look into what support and availability these programs can provide, and communicate any viable options.

All leaders—whether they’re HR professionals, executives, or team leaders—must go to work to provide the necessary resources for employees and routinely share these updates. And to elaborate on the APAF’s first point above, be mindful in the moment and listen in a way that allows employees to speak without being interrupted or judged for what they may be sharing. Employees should be able to feel open to sharing their feelings when they’re at their most vulnerable.

Resources

If you do find that your employees are already or becoming anxious, fearful, depressed, or worse, they have to know that they’re not alone and that it’s truly OK to talk about these feelings. Be ready to offer guidance on resources outside of your organization. Here are several that can help:

Are Your Email Messages CAN-SPAM Compliant?

During this unique time when just about everyone is in front of a screen for most of the day, email marketing campaigns can be extremely effective in reaching your target audience and furthering your goals. However, your association should avoid sending out emails all willy-nilly. The Controlling the Assault of Nonsolicited Pornography and Marketing (CAN-SPAM) Act, signed into law in 2003, established the United States’ first national standards for the sending of commercial emails. To ensure the emails you’re sending are in compliance, review this list of CAN-SPAM’s main requirements, courtesy of the Federal Trade Commission

1. Don’t use false or misleading header information. Your recipient should be able to easily see who the email is from, such as the original domain name, email address, and the name of the person or business that originally sent the message. 

2. Don’t use deceptive subject lines. The recipient should see a subject line that clearly indicates what the email is about. 

3. Identify the message as an ad. There is no one set way to do this, but it’s important to be transparent in sharing the email is an advertisement.

4. Tell recipients where you’re located. Your email must include your valid, physical postal address.

5. Tell recipients how to opt out of receiving future emails. Your email has to include directions on how the recipient can remove themselves from your distribution list. You can link to a menu that lets the recipient choose which specific communications to opt out of, but you must also include the option to opt out of all commercial messages.

6. Promptly honor those opt-out requests. You must honor opt-out requests within 10 business days.

7. Monitor what others are doing on your behalf. Even if your association isn’t the one to directly send the email, you are still responsible for the actions of those who are sending emails on your behalf. Both you and the entity hired to handle your email marketing could legally be on the hook if guidelines are not adhered to.

8. Think before you send. If you’re unsure of whether the CAN-SPAM act will apply to the email you’re sending, consider the primary purpose of the message. Typically, most communications fall within three buckets:

  • Commercial content, which advertises or promotes a product or service.
  • Transactional or relationship content, which facilitates an already agreed-upon transaction or updates a customer about an ongoing one.
  • Other content, which doesn’t fit either of the above descriptors. 

According to the FTC: “If the message contains only commercial content, its primary purpose is commercial, and it must comply with the requirements of CAN-SPAM. If it contains only transactional or relationship content, its primary purpose is transactional or relationship. In that case, it may not contain false or misleading routing information, but is otherwise exempt from most provisions of the CAN-SPAM Act.”

However, it is not always the case that your email message will contain only one type of content. For example, there could be an instance in which the content is both commercial and transactional. In those cases, go back to the primary purpose of the email. If the recipient would automatically assume from the subject line that the email is an advertisement, or if the transactional messaging doesn’t appear near the top of the communication, it’s still considered a commercial email and must adhere to CAN-SPAM guidelines. 

If you’d like to share your thoughts on the CAN-SPAM Act, small businesses may do so without fear of reprisal by calling 1-888-REGFAIR (1-888-734-3247) or visiting www.sba.gov/ombudsman.

See YGS Production in Action

The YGS Group remains open and is here to help you continue serving your many audiences. And we are doing so with a constant eye toward protecting our associates’ safety.

At a time like this, people are seeking trustworthy content. Our content & copy, design, and production solutions teams are available to help with any of your communication needs. Please get in touch if you have any questions or we can assist you in any way!


A Strong, Rewarding Accolade Program

Following a thorough analysis, we launched several award programs for PEOPLE, including the Beauty Awards and Companies That Care. We also revamped its overall accolade licensing strategy, connecting with honorees through multiple channels to garner maximum results.

Challenge

PEOPLE is a cultural force, reaching 1 in 3 adult consumers, 1 in 2 moms, and more affluent adults than any other magazine. From red carpet to retail, PEOPLE provides unparalleled access to consumers and tastemakers. So, PEOPLE turned to YGS for new ideas and best practices for leveraging PEOPLE’s unmatched brand power in order to grow its accolade licensing revenue.

Results

Following an analysis of the program, industry, and brand, YGS met with PEOPLE licensing contacts as well as editorial and marketing staff to lay the groundwork, brainstorm ideas, and share best practices. Out of all this, the Beauty Awards program was born. Working to ensure a collaborative approach, YGS executed a strategic marketing campaign that enabled us to grow the PEOPLE Beauty Awards and launch the Companies That Care accolade program with impressive results.

173% Increase

YGS successfully showed three-year growth for the PEOPLE Beauty Awards

36% Close Ratio

PEOPLE Beauty Awards had a 36% close ratio; Companies That Care had a 26% close ratio

A Better Vendor for Better Results

Adweek was looking for a new vendor to take over its current sales and licensing program, with the goal of generating more revenue and building a more collaborative relationship. YGS delivered by creating an ecommerce storefront and marketing materials that helped multiply Adweek’s revenue.

Challenge

Adweek is the most trusted source of news and insights for the marketing and advertising community, reaching an elite audience of brand marketers, as well as the agency leaders and decision-makers behind the industry’s biggest accounts. The publisher needed a vendor that would help bolster its current sales and licensing program, including logo licensing, accolades, content licensing, eprints, and reprints. While the goal of this program is to generate revenue, on which Adweek’s previous vendor was simply falling short, the need for a collaborative, more communicative partner was also evident.

YGS is a valued strategic partner. It’s been a great collaborative effort between our teams to successfully achieve our goals. It’s a pleasure working with the whole team.

—Jessica Sejeck, Vice President,
Audience Development and Marketing, Adweek

Results

YGS stepped in to be that collaborative vendor and huge results followed. First, working hand-in-hand with Adweek, we reviewed the publisher’s editorial and events calendar and offered suggestions that would prove successful, including creating an ecommerce storefront and helping to develop marketing materials. In just 7 months, royalty revenue from this program saw a 132% increase in royalty revenue compared to combined 2 years royalty revenue with the previous vendor. YGS and Adweek are building upon this successful relationship, by continuing to share new ideas to grow revenue.

132% Increase

in royalty revenue compared to combined 2 years royalty revenue with the previous vendor

Investing Our Licensing Expertise

IBD’s Best Online Brokers award program needed a new strategic partner, and YGS delivered. In addition to creating compelling marketing materials, we developed an ecommerce storefront where users can purchase awards, logo and video licensing, reprints, and eprints.

Challenge

IBD needed to promote and benefit from its Best Online Brokers award program, so it came to YGS for marketing help with designing deliverables. Additionally, IBD was seeking a way to better manage and track accolade licensing.

Results

YGS created the Best Online Brokers mailers promoting the award-licensing program. To help support efficient program management and successful delivery of award merchandise, YGS built an online storefront, where award honorees can purchase logos, custom awards, reprints, eprints, and more. In only four months, YGS surpassed the total sales amount provided by the previous accolade-licensing and reprint service. As the program continued, we moved forward with assisting IBD with its video licensing program. Accompanied by multichannel outreach strategies, all programs have proven effective.

Engineering a Storefront for Higher Revenues

ENR’s top lists, such as the Best Projects Awards and Top 500 Design Firms, are the most notable in engineering, and our job is to help them drive revenue. Beyond generating new revenue, we developed a custom online storefront for ENR that offers logo licensing, awards, reprints, eprints, and signage.

Challenge

ENR wanted to increase its content sales and licensing revenue but it was also not leveraging all of its award and list content. By providing the award logo free for the Best Projects Award lists as well as giving out plaque awards at all award events, ENR was missing out on a way to capitalize on those valuable items.

Results

YGS developed a custom award-licensing program to overcome the challenge of charging for a product that was previously given away for free. This program included an ecommerce tool created and hosted by YGS, as well as a coordinated delivery and a follow-up sales approach for award plaques. YGS’s multichannel marketing strategies rounded out support for the program. ENR saw a huge boost in revenue, and through a growing relationship with YGS, ENR now also increased revenue for its Top 500 Design Firms program.

29% Increase

Growth in sales increased by 29% in the first year for an established Best Projects Award program

33% Increase

YGS showed an additional 33% increase in the second year

Down to the Wire: A Relationship-Driven Success Story

As the COVID-19 pandemic continues to change the way associations are communicating to their audiences, the YGS content team has taken on several time-critical challenges with its clients to help deliver the most pertinent, informative messaging possible.

One of the platforms through which we are helping to drive these messages is publications, and a perfect example of adjusting content in a compact timeframe came in the final days of producing the Independent Lubricant Manufacturers Association’s May issue of Compoundings magazine.

Compoundings is ILMA’s member magazine that covers developments in the lubricants manufacturing industry, such as market trends, scientific breakthroughs, regulatory and legislative affairs, and one area that’s affected nearly every industry during this time: transportation and logistics.

In the early stages of the content cycle for the May issue, YGS and ILMA aimed to dive deeply into the top disruptors of transportation—including the driver shortage, new hours-of-service regulations, and shifting freight rates—as the cover feature. Within weeks, the COVID-19 situation began to take hold globally, and as we neared the end of our cycle—just four days until the issue was released for digital publishing—significant revisions to the piece had to be made.

After a quick phone call between YGS and ILMA, we reached out to the freelance writer who wrote the original piece and asked if she could revise it to cover several top-of-mind issues that could not be ignored. That meant re-interviewing all subject-matter experts, getting their quotes approved, completely reworking the copy, and delivering it to the YGS content team for editing and to ILMA for approval. The writer thankfully agreed to give it a shot.

Through a bevy of coordination and communication—and a bit of luck with reaching the article’s sources—we pulled it off. In just two business days, we had a completely rewritten piece, complete with fresh approved quotes and a new angle that is sure to be much more relevant and valuable to ILMA’s members than the original.

Although YGS does not suggest this type of down-to-the-wire rework, we knew it was crucial to ILMA and its members that this article be germane to the evolving global situation. It’s not every day or every issue that we are equipped to completely rewrite a huge feature story, but in this time of crisis, we hunkered down and got it done, delivering an engaging piece of content for ILMA. 

Keeping your association’s content relevant is more important than ever in today’s environment. It’s a collaborative effort that requires the team players and communication know-how fit for hitting last-minute deadlines. The driving force behind this success story was the relationship we’ve built over years through producing quality content to ILMA’s audiences—a true differentiator.

This is just one story of how YGS has worked hand-in-hand with a client to create compelling, engaging content for its audience. Connect with us to learn how we could shape your messaging to help members navigate this challenging time.

There’s Never Been a Better Time to Educate

Your association has no doubt worked very hard to position itself as the go-to resource for myriad aspects of your industry. And although we have all suffered through our share of bad news lately related to COVID-19, there is a silver lining: With much of the country under stay-at-home orders, you now have an especially attentive audience. There has never been a better time to educate your members and further position your association as an invaluable asset. Here are some ways you can do that.

1. Start a video seriesVideos are a very effective way to get your message out to your members, and with the ubiquity of modern smartphones with very decent cameras, you’d be hard pressed to find someone without the capability to make one. To ensure your video is most effective:

  • Plan for a clear, concise message. Writing a script before filming is never a bad idea. 
  • Film in a professional setting. You don’t want members to see that pile of laundry that’s been stacking up. 
  • Invest in a ring light or find a location that has lots of good natural light, and use a tripod.
  • Keep the runtime to a reasonable length for the subject matter you’re discussing. 

2. Do an AMA. If you’re unfamiliar with the term, AMA stands for “ask me anything.” Though the concept originally appeared on Reddit, there are many ways you can go about hosting a live Q&A session with your members. Host a GoToMeeting during which members can anonymously submit questions and answer them on camera. Make a social media post soliciting questions from your followers and selectively choose which ones to address in a video shared to the platform you choose. Or, do it the old-fashioned way and hop on Reddit, but be warned: This format is completely open to the public and can quickly go south if you’re not careful. 

3. Host a webinar. We know—it seems like just about everyone is hosting a webinar these days. But they are popular for a reason. Webinars are a cost-effective alternative to in-person meetings and give associations a great opportunity to deliver their message to a wide swath of people. According to readytalk.com, here are some best practices to keep in mind: 

  • Keep the event relevant and deliver what you promised.
  • Make the event interactive by actively navigating through presentations or websites, organizing moderated panels with many voices, and allowing participants to ask questions throughout.
  • End the presentation with key takeaways and actionable advice, and provide contact information to key players within your association for those who wish to follow up. 

4. Update your website. Now more than ever, your members are looking to you for guidance on how to survive this crisis. Relevant advice on how to do that and how you’re working to support them should be front and center on your website’s homepage. You should take care to be very transparent and communicative during this difficult time so your members are always in the know about your efforts on their behalf. Your website can be a sort of “hub” for educational materials and useful tools to aid your membership. 

5. Use your magazine to communicate. Many associations have a magazine that is sent to their members as a benefit of being part of the organization. Use your magazine as an educational vehicle. Take stock of your current content plan and adjust where necessary so the articles are an accurate reflection of the subject areas your members care most about during this pandemic. Now that everyone is getting positively inundated with digital content, a physical printed piece can be a very welcome change of pace. And don’t worry—both the CDC and WHO have indicated that the risk of contracting COVID-19 through the mail is extremely low

If you don’t currently publish a magazine as a member benefit, there’s never been a better time to get started

Navigating Government Financial Aid

By now, you’ve likely heard of the 880-page bill known as the Coronavirus Aid, Relief, and Economic Security (CARES) Act, the financial relief package signed into law to combat the negative impact COVID-19 has had on the economy, businesses, and individuals. If you have the time, by all means read it for yourself and try to glean what benefits might work best for your association during this crisis. For the rest of us, here are the highlights: 

Support for Small to Midsized Businesses

This bill highlights a new emergency Paycheck Protection Program (PPP), which establishes a Small Business Administration loan (SBA 7(a)) for businesses with 500 or fewer employees. To qualify, your association must have been in existence on February 15, 2020 or earlier. Incentivizing companies to keep workers on the payroll, the biggest thing to note is this loan is forgivable if the business keeps staff on the payroll between March 1 and June 30—therefore, this loan basically turns into a grant. The forgivable loan can be taken out for as much as $10 million (or 2.5 times the average total monthly payroll costs from the one-year prior to the date of the application) and can be used to cover payroll, health insurance, and facilities costs, in addition to debt service. Look to your local financial institutions to process this loan, but do be cautious. If you haven’t already applied, do so here.

Support for Larger Businesses

If your association is on the larger side, say between 501–10,000 employees, there’s something in the CARES Act for you, too. The less than great news is that through this new Industry Stabilization Fund, the loans for these larger entities will not be forgivable like the one described above. However, these loans will not have an interest rate higher than 2% and will not accrue interest or require repayment for the first six months of the loan term. 

Economic Injury Disaster Loans

EIDL creates emergency grants for eligible nonprofits and other applicants with 500 or fewer employees, enabling them to receive checks for $10,000 within three days. According to sba.gov, businesses in certain industries may have more than 500 employees and be eligible if they meet the SBA’s size standards for those industries. To apply, you must have been in operation prior to January 31, 2020. There is an interest rate of 2.75% with this one, however. Also worth noting is that the $10,000 advance is forgiven, even if the borrower is denied further EIDL loans. Apply here for emergency EIDL funds.  

Reimbursable Payroll Tax Credits

Sections 5102 and 3102 of CARES outline expansions to paid sick leave and family and medical leave, respectively. Employers paying for this mandated paid leave are entitled to claim a refundable tax credit for any paid leave costs that exceed the amount of payroll taxes owed. In other words, the government will cover some or all of the costs of these paid leave mandates. 

Here is a breakdown of those payouts, according to councilofnonprofits.org:

  • Under the Paid Sick Leave Mandate: Employers paying for employees who must self-isolate, obtain a diagnosis, or comply with self-isolation recommendation with respect to coronavirus may receive tax credits of up to $511 per day. Payments to employees caring for a family member or for a child whose school or child care center is closed, qualified sick leave wages are capped at $200 per day. Both types of wages are capped at 10 days in the aggregate. (Section 7001)
  • Paid Family and Medical Leave Mandate: The refundable tax credit for qualified family leave provision is capped at $200 per day and $10,000 each quarter. (Section 7003)    

And speaking of taxes, employers are now allowed to delay payment of the employer portion payroll taxes; they are payable in equal halves at the end of 2021 and 2022. 

Note: This post is purely informational and is not meant to serve as legal advice. 

9 Key Questions to Ask When Considering a Virtual Event

While virtual events and conferences aren’t a new concept, they are certainly attracting newfound interest. Whether or not the COVID-19 crisis is over by fall, considering a shift to a virtual event, or offering a supplemental virtual alternative, might be a smart strategy. And contrary to what many believe, virtual events can actually offer enhanced opportunities for member engagement and sponsorships.

When considering a virtual event, these questions can help you set out on the right foot. 

1. Will you be charging a registration fee?

A registration fee is a great way to generate revenue, but virtual events can also potentially cost less to produce than a live event (i.e., no event space rental, no caterers, no hotel fees for speakers). Can any of those savings be passed along to increase attendance? 

2. How will you present speaker sessions?

It’s tough to hold viewers’ attention with just a PowerPoint slideshow when going virtual, so full video of the speaker is much more engaging and, therefore, more likely to attract sponsors. Poor audio quality is another pitfall that can lose viewers. Be sure to test different options, and offer attendees guidance for maximizing their experience. In addition, audience interaction options during a speaker session—such as a live chat and live audience questions—are a great ways to stimulate collective enthusiasm.

3. Will there be virtual exhibitor booths or an exhibitor section? 

You might want to consider what features will be available to vendors. Can they upload videos? Offer downloadable brochures? Allow for virtual appointments to be scheduled? Answer questions by chat? All of these are great opportunities to enhance engagement.

4. What key features will your virtual conference have?

Some of the possibilities include:

  • Dedicated event website
  • Event schedule
  • Single-click sign-on 
  • Registration
  • Educational tracks
  • Speaker presentations
  • FAQ for speakers and presenters
  • Gamification/raffles to increase leads
  • Display ads
  • Social media
  • Event mobile app
  • Search
  • Chat
  • Surveys
  • Sponsor spaces
  • Exhibitor spaces
  • Breakout sessions
  • Closed captioning

5. Will your sessions/presentations be live, on-demand, or a mix?

Live sessions create excitement and most closely mirror an in-person experience. Offering the sessions after the fact can be an effective way to widen your audience and increase value to potential sponsors.

6. Will your event have a host?

In many cases, a host can lead to a much more successful event. In our experience, a host can add personality, and if there happen to be any technical glitches, a good host can help to smooth things over and create a greater sense of connection among attendees and exhibitors.

7. What platform will you be using to broadcast the conference?  

There are many effective platforms. Some research and a test drive can help you make the right decision.

8. What networking opportunities can you offer?

Just because attendees can’t meet physically doesn’t mean there aren’t solid opportunities for networking. Consider providing dedicated networking times and an online platform to encourage attendees to meet. 

9. Did you consider all your options for maximizing sponsorships?

There might be more opportunities than you think! Do you have 30 minutes? We would be happy to give you a free discovery session to explore untapped possibilities.

If you had to cancel a conference, a lot can be done to retain 2020 event revenue—and we’re here to help!

Every Day Is Bring Your Child to Work Day!

Developed by the Take Our Daughters and Sons to Work Foundation as a means to introduce children to future job possibilities, Take Our Daughters and Sons to Work Day falls on the fourth Thursday in April each year. This year was obviously a little different as many of us have brought our work home with us because of stay-at-home orders. And with all the school and childcare closures, more than one day has become take your child to work day!

As a way to commemorate this program, we asked the kids of YGSers to submit pictures of what they want to be when they grow up. Here are some of the highlights:

If you’re worried you’ve missed out on sharing this experience with your little one(s), fret not. In recognition of these unprecedented times, the Take Our Daughters and Sons to Work Foundation has invited participants to choose their own date to celebrate in 2020. We hope you enjoyed a glimpse into some of our youngsters’ dreams.

5 Tips to Maintain Advertisers During COVID-19

1. Urge advertisers to resist the impulse to pull ads

While you want to be understanding of an advertiser’s impulse to cancel in light of the current situation, it’s wise and fair to counter that impulse with a few initial tactics. Remind them that “when times are good, you should advertise, and when times are bad. you must advertise.” They may be under the impression that everyone is canceling, so give an honest account of your advertisers who are maintaining their schedules. If they see others pushing forward, it may alter their decision. 

If they do decide to pull, work to provide advertising credit rather than a cancellation to maintain revenue in the current budget cycle. If their decision to pull is based on a cancelled event or perception that print advertising is landing in empty offices, emphasize the current spike in online traffic, and:

  • Illustrate the impact of your publication’s digital edition 
  • Work to move them into a digital platform
  • Work to redirect budget marked for event exhibit and sponsorship into advertising with a message centered on the expanded reach potential

If they must cancel due to pulled budget, handle the situation with understanding and let them know that you will follow up with a proposal to establish visibility again in the market as soon as it makes sense to do so.

2. Encourage advertisers to adjust their messaging

Reinforce how their audience might perceive them disappearing in the face adversity versus pivoting into messaging that acknowledges the crisis and demonstrates that they’re still present and engaged. Let them know that their audience will likely appreciate it and that it could better position them for recovery.

3. Be sensitive to advertisers’ needs

This is perhaps the most important item on this list. You maintain and build advertiser trust and solid relationships by providing real solutions, and now it’s more important than ever to do so with empathy and a positive eye on the future.  

Listen to your advertiser or prospect. If their actions are based on a fear of appearing callous or a perception that advertising is wasted, then help them recalibrate their messaging and understand the benefits and impact of maintaining a presence in a market where the audience is consuming more content.

4. Offer support through this period

In addition to being sensitive to your contact’s needs, it’s a good idea to practice what you preach in terms of maintaining engagement. Stay in front of your advertisers, sponsors, and prospects with messaging not meant to close a deal but instead to check in. Let them know you understand that things have changed and new challenges have come up, but that you are flexible in the face of adversity and can provide new solutions to meet those challenges.

5. Attract them back after the crisis is over

While remaining proactive and thorough, track your losses and understand the optimal timing to reengage. Have a proposal ready. Use examples of the competition getting back in the game. Above all, be ready to come back—and to help your advertisers come back—stronger than ever.

Want to discuss additional tips? I’m here to help.

How to Hold a Virtual Fly-In

Spring is a time to bask in warmer weather, enjoy the sight of plants in bloom, and perhaps tackle some long-overdue house cleaning. It is also typically a time for Washington fly-ins—gatherings of hundreds of chambers and associations from around the country to get the lowdown on and advocate for issues and policies affecting their businesses. With COVID-19 and many states under stay-at-home orders, a visit to D.C. is no longer an option. But that doesn’t mean you can’t reach your representatives during this crucial time. Here are some best practices we found via fiscalnote.com on how to hold a virtual fly-in. 

Lay the groundwork. Before you schedule meetings for your participants to connect with their representatives, make sure they are fully prepared. Educate your members and employees on the issues that mean the most to your association. Familiarize them with policies that are currently in place and form a unified front on what changes would most benefit the industry. To get the word out, consider holding a virtual conference or webinar, sending an eblast that clearly defines the issues and what’s at stake, or conducting a virtual town hall where participants can anonymously ask questions they may have about the goals and focus of the meeting. But don’t stop there. Once the message is clear, you must educate advocates on how to craft it well

Figure out your approach. There are a couple of ways to go about getting some face time with your lawmakers. One way is to schedule a ZoomGoToWebinar, or Google Hangout with your members and the officials you’re trying to reach. You could also explore hosting a Tele-Town Hall. Find out when they’re happening and home in on those that are specific to your industry. Prepare some specific questions to ask your representative(s) and nail down who will ask them. 

Another method could be to hold a “virtual advocacy day,” during which all your members and stakeholders attend a virtual meeting and take to social media, the phone, and email to contact lawmakers on a designated day and time. Be sure to inform the legislative staff so they are prepared for a flood of communication during the specified window. Another tip is to create sample messages for outreach specific to the social media platforms members are using that they can simply copy and paste on their channels, complete with hashtags. Sample emails and phone scripts could also be great tools. 

Whatever you choose, ensure your attendees are comfortable with the software by providing them with clear instructions. It is strongly recommended you do a practice run or two to ensure the meeting goes off without a hitch! 

Hash out details. What exactly do you intend to ask for during the meeting to most benefit your industry and members? How many “asks” should you be prepared with? How many people do you wish to be in attendance? Should there be only one meeting or several? Who will own technology issues should they arise? Who will be the primary speaker(s)? What does the meeting agenda look like? Be sure all these questions are answered prior to the meeting to ensure everything runs smoothly and you’re making the most of your time. 

A Powerful Association Strategy

As the world continues to adapt to the challenging economic landscape, associations find themselves as leading voices to their members more than ever—not to mention the unrelenting advocacy they demonstrate on behalf of their industries.

In the box manufacturing world, that voice has been AICC, the Independent Packaging Association. Industry aside, if you’re looking for some insight into communicating and sharing information with your members, allow AICC to inspire you.

A longtime YGS content, technology, and print client, AICC has stood out during the COVID-19 pandemic by delivering messaging to its members—often multiple times per day, mostly in the form of eblasts—promoting its offerings, such as:

  • Updates on postponed or cancelled in-person events
  • Upcoming webinars, led by staff, industry thought leaders, and members, as well as follow-ups noting attendance and post-webinar resources
  • Ongoing training and development courses through the AICC Packaging School, which is offered for free to all members (not a new benefit)

Webinars

One of the most effective ways of connecting with your audience, particularly during a time in which many association staff and members are working remotely, is by hosting webinars. 

Whether including video, through Zoom, GoToMeeting, Join.me, or some other video conferencing software that allows the audience to interact, or simply an audio presentation complete with a Microsoft PowerPoint slide deck, AICC has put on informative sessions to keep its members engaged and on top of a bevy of business-related topics. AICC has run the gamut, covering business continuity plans, employment/unemployment issue developments (both from both general HR and legal perspectives), plant safety, supply chain updates and expectations, and more.

Keeping the Ball Rolling

Beyond continuing to educate its members through webinars, AICC fills its weekly enewsletter AICC InBox with updates to events, general industry news, economic reports, and most importantly, its ongoing free online educational offerings for members. So, although the focus right now is on ensuring success and persevering through these uncertain times, AICC understands the importance of keeping members at their peak performance and providing opportunities for them and their staffs to improve.

How YGS Can Help

Your association may need help navigating the situation. YGS is here for you. As an essential business, YGS remains operational, so whether it’s content, technology, event and ad sales, design, print, or any other necessary solutions, we have the tools and resources to help you break through to the other side of this crisis.

View our list of services for associations and reach out to discuss the myriad ways YGS can support you.

A Letter to Members From the Executive Director of NASSP

By JoAnn Bartoletti, Executive Director, National Association of Secondary School Principals

This letter originally appeared in the May 2020 issue of Principal Leadership magazine

I’m sure none of us would have imagined we would be closing out the 2019–20 school year this way. As we look back on spring 2020 and the impact COVID-19 has had on our schools and communities, I hope you are always reminded that your efforts have been nothing short of heroic.

In this time of crisis, you looked for the opportunity. You are working tirelessly to ensure the success and well-being of each student and adult in your school communities. Since schools have closed, you have distributed millions of meals; led your faculty through the massive shift to remote learning; and sustained the spirits of your students, teachers, and the local community. This year, your success as a school leader won’t be measured in the number of work packets distributed or how much material was covered. It will be measured by how well your schools cared for the community and how you made them feel.

While COVID-19 has tempered the excitement and anticipation of the typical end of a school year, this extended school closure reminds us just how valuable face-to-face engagement with students is on a daily basis. It will likely provide us some clues on how to make the best use of the time we have with them. NASSP looks forward to engaging you in that discussion once we all come out on the other side of this crisis stronger and wiser.

As you continue to navigate these uncharted waters and a path for the 2020–21 school year, I encourage you to take care of yourself and stay connected. Current conditions can punctuate the isolation many principals already feel. Reach out to a colleague, activate your network, and maintain communication. Please remember that you are not enduring this crisis alone.

While your heroic efforts continue, NASSP is committed to reminding you of just this. We are here to provide you with the connections, discussion, and resources you need, while also advocating for the resources and conditions that will allow you to lead your school through these unfamiliar days.

Finally, thank you. Thank you for your leadership, your dedication, and your relentless efforts during these trying times. And thank you for allowing us to be a small part of your extraordinary work.

Sincerely,

JoAnn Bartoletti
Executive Director, NASSP

Social Distancing, Innovative Connecting

By Karen Cygal, Worldwide ERC Senior Vice President, Product Development

This letter originally appeared in the April 2020 issue of Mobility magazine.

The global COVID-19 pandemic has been testing policymakers, disrupting markets, stressing health care systems, and placing unprecedented demands on human resources and crisis management teams in all parts of the world. 

But it’s not all bad news. There’s something else happening, too: People are coming together to volunteer their time, talents, and resources to support individuals who are at greatest risk. Quarantined Italians took to singing and sharing music from their balconies to boost their collective spirits. Internet service providers are offering free or reduced access so schoolchildren can continue to learn remotely. Artists are conducting virtual creative sessions on social media channels, and entrepreneurial businesses are finding ways to put their core capabilities to work differently, creating the products and solutions that will help us meet our most immediate needs.

Challenging times bring us together in new and different ways, and that’s at the very core of what Worldwide ERC®is all about: serving as the continuously evolving center for our industry’s connectivity. We are delivering trusted information, tools, and research to help you navigate the difficulties, and we are hosting a variety of opportunities to keep us in touch with—and learning from—one another. We are urging lawmakers to implement financial relief packages to support you and your businesses’ continuity. We are shifting our in-person events to virtual summits for now, and we are giving you ways to boost your career and professional development via live, proctored sites for the Certified Relocation Professional (CRP)®exam, online courses in the Learning Portal, or discussions in the Community. We are here for you.

It’s impossible to say today just how long this current situation will last or predict the full impact it will have on our people, our businesses, and our global economies. What we doknow is that we’re an industry that comes together in the face of challenges. We share what we know and work together to weather the storms, develop creative solutions, and adapt to changing needs. These past few months have reminded all of us just how inherently social humans are—and how vitally important it is for us to stay connected to each other in whatever ways we can. I think professor, lecturer, author, and speakerBrené Brown sums up well what we as an industry have always known: “We don’t have to do all of it alone. We were never meant to.” 

Continue to stay well—and connected,

Karen Cygal

Senior Vice President, Product Development

Worldwide ERC

Taking Care of Yourself Is Essential to Taking Care of Business

The COVID-19 outbreak and its socio-economic ramifications have resulted in elevated stress and anxiety for many. As the CDC notes, “coping with stress will make you, the people you care about, and your community stronger.” Here are some strategies you can employ to mitigate an understandably strong emotional response to an infectious disease outbreak. 

1. Accept that there are circumstances outside of your control.

You can’t control if someone cuts you off in traffic, and you certainly can’t control the outbreak of a pandemic. What you cando is spend your time on more productive and satisfying pursuits. Where should you start? Create an individualized plan to manage your stress and develop positive, yet realistic affirmations to aid you in developing a productive inner dialogue during and beyond this unprecedented crisis.

2. Get moving. 

It’s called a runner’s high for a reason, though according to the Mayo Clinic, virtually any form of exercise, from aerobics to yoga, can act as a stress reliever. How? Physical activity not only strengthens our bodies, it stimulates the release of feel-good brain chemicals such as endorphins dopamine, norepinephrine, and serotonin.Regular exercise also helps balance your body’s level of stress hormones, such as adrenaline. You can stay fit during quarantine by streaming workout videosor going outside if the opportunity exists—just keep in mind the do’s and don’ts of exercising outside during stay-at-home orders. 

3. Practice relaxation techniques.

From  focused breathingto guided imagery, The National Center for Complementary and Integrative Health notes the goal of all relaxation techniques is to produce the body’s natural relaxation response, characterized by slower breathing, lower blood pressure, and a feeling of increased well-being. Begin improving your emotional, mental, and physical health by exploring Verywell Mind’s list of the top 4 relaxation strategies for anxiety, selecting a technique that suits you and your lifestyle best, and practicing daily.

4. Eat healthy foods.

As Aetna notes, “eating healthy food promotes the growth of ‘good’ bacteria, which in turn positively affects neurotransmitter production.” So, consider adding 10 stress-busting pantry staples to your arsenal as you combat additional stressors brought about by the novel coronavirus, and turn to Eating Wellfor an array of healthy recipes and instructional videos to stay creative as you stay at home. Your happiness will increase as your overall well-being improves, and you’ll be happy to know you can still enjoy snacks

5. Get a good night’s sleep.

While you may have tossed and turned before, you may be finding it even harder to fall asleep during these times of uncertainty. Anxiety causes sleeping problems, and according to the Anxiety and Depression Association of America, new research suggests sleep deprivation can cause an anxiety disorder. So, it’s especially critical to address this vital component of your overall health. You can feel rested and recharged when you combine the following healthy sleep tips from the National Sleep Foundation with other self-care measures in this blog. 

6. Say no when you need to.

As social beings, we’re all striving to strengthen our relationships, so obliging a request seems natural. That said, our good intentions have the potential to exhaust our capacities (and then what use are we to ourselves or anyone else?). COVID-19 has created heightened stress, so it’s especially important to keep your bandwidth in perspective in order to avoid burning out. We all need to be mindful of our own limits and the limits of others in order to preserve mental health. Not used to saying no? Follow Grammerly’s guidance on how to say no politely

7. Spend time with those who bring you joy.

Social ties play a beneficial role in the maintenance of psychological well-being, so don’t let COVID-19 stand in the way of human connection. If you have access to a device, Harvard Health explains the features of various apps so you can determine which meet your needs in order to stay in touch with those you care for and love. 

8. Exercise empathy.

While social distancing guidelines prevent us from literally putting ourselves in other people’s shoes, it’s critical to try to understand what others are feeling in the midst of a pandemic. Don’t rush to judge someone who’s struggling to navigate this new normal, and don’t beat yourself up over any challenges you’re facing. We’re all in this together, but we’re all experiencing this unprecedented crisis uniquely. Keep conversations with your family, friends, and coworkers open and honest, and foster feelings of fellowship by exercising empathy.

9. Recognize that it’s okay to not feel okay.

The pandemic has led to a series of losses, from our sense of safety to our social connections to our financial security. It’s no wonder we are collectively and individually mourning our lives of yesteryear, as well as the future as we had envisioned that is now forever altered. George Bonanno, PhD, a psychologist who heads the Loss, Trauma, and Emotion Lab at Teachers College, Columbia University, notes,“It’s okay to feel grief over what we’re losing. When we do that, it allows us to let grief do its job, so that we can move on.” Familiarize yourself with the five common stages of grief so as not to deny your own grief or that of others. Keep in mind the grieving cycle is not necessarily linear, and these emotions are natural.

10. Seek professional support.

Managing the stress brought about by the COVID-19 outbreak is a lot to handle, but thankfully there’s truth in the talking cure. If you do not have an established relationship with a mental health professional who is readily available to assist you, the Substance Abuse and Mental Health Services Administration (SAMHSA) Treatment Referral Hotline (1-877-726-4727) is a trusted source for general information on mental health and local treatment services. Those living with a mental health condition, their family members and caregivers, mental health providers, and the general public can receive support by calling or emailing the National Alliance on Mental Illness (NAMI) for free at 1-800-950-NAMI (6264) or [email protected]. You’ll be able to speak to an actual person when you call either number, but keep in mind helplines are only an initial support system for people in emotional distress.

We’ve adjusted our personal and professional roles, all while coming to grips with the surrealism of life during a pandemic. While uncertainty is intimidating, it is also endurable if we don’t lose sight of what matters most. Try not to get too busy or overwhelmed to take care of your emotions with the same diligence offered to your body. Be safe, be well, and be good to yourself.

Know of a self-care technique you haven’t read about here? Contribute to the conversation by emailing [email protected].

YGS Managers Support Parents Working From Home

Around the globe, most office employees are learning how to work from home. While the transition to remote operations involves a change of routine, a new setup, and a lot of technology, probably the biggest challenge that comes with a home office is juggling work and parenting.

Even parents who are accustomed to working from home are having to face the new frontier of closed schools and shut-down daycares. And aside from the structure of mealtimes, naptimes, and homework, a lot of hours exist in which kids are looking for something to do. While it may seem tempting to plop your tot in front of the TV, the American Academy of Pediatrics recommends limiting screen time to 1 hour for children ages 2–5 and recommends avoiding screen time altogether for children younger than 18 months. Studies have shown that too much screen time can get in the way of hands-on learning that is vital to a child’s development, and it can also have a negative impact on sleep patterns.

So, the question becomes: How should parents working remotely keep kids occupied during work hours? Some parents at YGS started a group chat to stay connected and share ideas. Here are some of the solutions we exchanged:

  • Wide Open School – This website offers daily schedules with suggested activities, organized by age group. Many of these activities are designed to get kids moving, to use their minds, and stay away from screens.
  • Mystery Science – Is there anything better than free science lessons? This great resource offers ideas for hands-on activities and mini lessons, all organized by age group and each segment details the estimated time allotment, to help you plan your day and keep kids engaged.
  • Audible – What kid doesn’t love story time? In response to school closures, Audible is offering free stories you can stream through your laptop or mobile device. Just as reading helps kids use their imaginations, listening to audio books is another great screen-free way to keep kids thinking.

Even though parenting while working may be unchartered territory, sharing this experience with colleagues certainly makes it easier to navigate. We are fortunate at YGS to share a culture of comradery. Exchanging ideas to keep our kids occupied and engaged is just one way we can help each other through these uncertain times. We hope you find these resources helpful too!

If you’ve found a great website or idea for managing work while entertaining children, share it in the comments section below.

Cheers to Being #AloneTogether

With nearly the entire nonproduction YGS staff now working remotely, it’s paramount to maintain a collaborative workflow as much as possible. We currently don’t have the luxury of simply stopping by a co-worker’s desk to ask a question, chitchat, or offer a doughnut. As a result, I’ve found that working remotely can create a sense of isolation that can take a toll on team morale.

In my search for valuable insights on how to help our clients during this challenging time, I came across a few webinars that mentioned virtual happy hours as a way to maintain a sense of connection with colleagues. Then I thought of our team, and despite initial thoughts such as “it just wouldn’t be the same,” it became apparent that we could do it in a fun way. (Have you met the personalities we have at YGS?)

After a little planning with YGS Vice President Serena Spiezio, I set up our first virtual happy hour to be hosted through Zoom—and the team responded with a resounding “Yes!” 

Twenty-plus YGSers joined the video conference, and it was just what we needed. We commiserated, bantered, shared stories, met some pets and babies, and, most importantly, laughed together (and imbibed a bit, of course). The event created that sense of family and togetherness that we so dearly missed—the morale boost was huge, and attendees are eagerly awaiting the next one.

So, if you’re looking for ways to bring your team together in a laid-back, positive format, spend some time #alonetogether and set up a virtual happy hour. And if you’re worried about awkward silences (luckily, YGS has plenty of talkers) or filling the time, check out some games and activities to engage your whole team.

In a world where so much is measured by numbers, revenue, sales, and time spent, it’s the immeasurable, human moments that can make the most powerful difference.

Cheers!

Leadership in a Crisis

By Sheriff Daron Hall, 2019–2020 National Sheriffs’ Association President

This article first appeared in the 2020 May/June issue of Sheriff & Deputy magazine.

Our Nashville community—devastated by the March 3 tornado—hadn’t yet caught its breath before the fear and impact of the coronavirus hit. Balancing multiple crisis situations at the same time, however, is what sheriffs do on an almost daily basis. Our job is to handle what’s in front of us, look ahead at what may come, and humanize the circumstances so we can bring reassurance to our neighbors, employees, and inmate populations.

Sheriffs are in a unique position: We make decisions that impact many people and sometimes, those decisions aren’t very popular—but they’re the right thing to do. During the current national public health emergency, Nashville-Davidson County is releasing qualifying inmates early, granting furloughs for the first time in decades, and suspending service of most civil warrants. We are facing staff shortages while ensuring that essential operations continue. 

It is imperative for sheriffs to continue to work closely with federal agencies to ensure that our longstanding partnerships can help heighten public safety—especially now, as every sheriff and deputy in the nation has assumed the role of first responder to a global health crisis. 

I appreciate the opportunity to serve as NSA president, and I’m proud to have met so many of you along the way. Over the past year, I have strived to make decisions that separate sheriffs from any particular political party and organize the association’s leadership in a way that brought thoughtful and impactful decision-making to its Management Subcommittee, Executive Committee, and Board of Directors.

Although I will soon end my term as your NSA president in unprecedented times, I will leave you in the capable hands of Dane County (Wisconsin) Sheriff Dave Mahoney. He and I have worked closely over the past few months to ensure a smooth transition, and I wish him a safe and productive tenure. 

As county sheriffs, we bring leadership and authority to our offices and communities. In these times of incredible crisis, let’s serve them with integrity and decisiveness. As Theodore Roosevelt once said, “In any moment of decision, the best thing you can do is the right thing, the next-best thing is the wrong thing, and the worst thing you can do is nothing.” 

Godspeed. 

Sheriff Daron Hall

Davidson County (Tennessee) Sheriff’s Office

Use a CMS to Deliver the Right Message to Your Audiences

Right now may not seem like the time for change, but if your members or customers aren’t hearing your message, they may look for information elsewhere. Changing or adding a CMS to your communications platform will ensure your ability to remain connected and deliver the right message to the groups you serve. 

YGS can help you select the CMS that’s right for you, so you’re ready to get back to business—now and long into the future.

Using Social Media to Fight the Good Fight

Your association has no doubt felt the effects this global pandemic is having on our economy. It is imperative that you use all the tools at your disposal to let policymakers know about your story and all the challenges you’re facing right now. Here are some ways to use social media to amplify the voice of your association. 

  1. TweetCongress.orgClick the link and you’ll be able to easily select your state on the interactive map and find the Twitter handles of your representatives. According to the founders of the site, “Twitter enables real conversation between lawmakers and voters in real time.” 
  2. Always be tagging. Tweeting or posting on Facebook is great, but if you’re not tagging the right handles (e.g.,@insertnamehere), your post is most likely going unnoticed. Visit your representatives’ social pages to find their handles and discover their habits (when they are usually online, what hashtags they are using, etc.). When you make your own post, include the appropriate tags, hashtags, and a relevant image to gain additional attention. Be sure to include your location as well—representatives are more likely to engage with their own constituents. 
  3. Extend the conversation. It’s possible you may have more luck by directly responding to a tweet or post from your congress member with a follow-up question that directly pertains to the issues you’re facing. It is harder for them to ignore comments on something they have shared themselves. By posing a question, they can’t get away with a simple “like”—they will need to take the time to address it. 
  4. Be persistent. Don’t get discouraged if you didn’t get through to them on your first try. Keep posting, keep sharing, keep trying. The more efforts you make to be heard, the better the chance you will be. As the saying goes, the squeaky wheel gets the grease. 
  5. Track your efforts. You or someone on your staff should be taking the time to track the number of engagements you’ve had to determine whether your current efforts have been effective. (For example, you can use Facebook Insights or Twitter Analytics to view your engagement rates.) If you’ve seen an uptick, great! You’re doing something right. If your attempts have been less than fruitful, it may be time to reassess your tactics. 

Retain Revenue and Relationships When Event Plans Change

If you’re looking at converting a summer—or even a fall—show to a virtual event or must cancel altogether as a result of COVID-19, this video shares useful tips to consider.

One tip? Overcommunicate! Not just to your attendees, but to your exhibitors and sponsors. Have a plan in place before announcements are made if possible.

An Employee Tests Positive for COVID-19—Now What?

As an essential organization during the COVID-19 pandemic, particularly one that requires employees to work on site, leaders have a responsibility to maintain a safe working environment. That being noted, as more tests for the virus are conducted, more tests will come through positive, and businesses must be prepared with a plan to minimize the impact of an employee being infected.

When an employee on your team notifies you that they’ve tested positive, you much first ask that person which other employees they have been in “close contact” with. According to the Centers for Disease Control and Prevention (CDC), “a person who has been within 6 feet of the infected employee for a prolonged period of time” constitutes “close contact.” Even if the infected employee has been working from home, it’s important to still ask if they’ve had any contact with co-workers, just in case. If the infected person has, in fact, had any close contact with a co-worker, those other employees must be notified without exposing the identity of the infected employee. That guidance is in accordance with confidentiality requirements laid out in the Americans with Disabilities Act and some state laws.

After communicating to employees who have been in close contact with the infected individual, leaders should be prepared for responses of fear and uncertainty about next steps. Chances are, leaders and HR professionals are not medical doctors, so instruct them to connect with their own physicians and to consult the CDC website’s COVID-19 resources.

It is at this point that leadership may decide to notify the entire company staff that somebody within the company has contracted COVID-19. Again, it’s very important to not identify the infected individual orany of the individuals who have come in close contact. Transparency can have a positive impact while maintaining confidentiality.

For more information on taking the right measures the ensure the safety and confidentiality of your employees, several HR and legal resources are available from the CDC, the U.S. Equal Employment Opportunity Commission, and the U.S. Department of Labor, which extends to the Occupational Safety and Health Administration. Beyond those sources, several leading HR-focused organizations—Littler Mendelson, the Society of Human Resource Management, and Nonprofit HR—are providing up-to-date FAQ pages, hosting webinars, and offering other invaluable resources during this time. 

COVID-19 Not Transmitted Through Print Materials

In our efforts to adhere to social distancing guidelines, many of us have turned to online shopping and food delivery services to obtain the items we need. In addition, one of the most common concerns we’re facing right now relates to the potential of the coronavirus spreading through the mail. This concern is especially relevant to many of you who send printed materials to your members or clients, such as trade publications, marketing brochures, or other direct mail pieces.

Thankfully, both the CDC and WHO have indicated that the risk of contracting COVID-19 through the mail is extremely low. This specific concern is directly addressed on both of their FAQ pages.

CDC: “Although the virus can survive for a short period of time on some surfaces, it is unlikely to be spread from products or packaging that are shipped over a period of days or weeks at ambient temperatures.”

WHO: “The likelihood of an infected person contaminating commercial goods is low and the risk of catching the virus that causes COVID-19 from a package that has been moved, travelled, and exposed to different conditions and temperature is also low.”

At this stage in the pandemic, it has become clear that the spread of false information can be just as dangerous as the spread of the disease itself. The notion that COVID-19 can be transmitted through the mail is one of the most common myths circulating at the moment, so it’s important to refer to reputable sources (like the CDC and WHO) to stay up to date on all the most recent developments surrounding the virus and to only share information that has been vetted by a reputable source.

The good news is that there currently is no evidence that COVID-19 is being spread through mail or printed materials, so you can continue to share your valuable printed communications without worry. Now more than ever, it’s important to maintain a sense of connection with your members or clients. By continuing to send your communication pieces through the mail, you can reach your audiences and nurture that sense of connection during this isolating time.

Staying Creative in a Time of Uncertainty

In this time of unprecedented peril and isolation, it can be difficult to stay engaged in your work and keep those creative juices flowing. To discuss this issue, we convened a virtual roundtable with our design team—Reynaldo Alvarado, Zon Buckley, Deborah Burgess, Megan Hacker, Tara Roth, and Mike Vucic—to get an inside look at how they’re staying fresh and collaborative, despite the changes in scenery and workflow. 

Q. What methods have you utilized to stay in contact with other team members for brainstorming and sharing your work? What are your preferred platforms for team collaboration?

Deborah Burgess: We’ve been using Microsoft Teams a ton. Through it we are able to chat, call, do video conferencing, and share files so that we can keep the collaboration going while working from different locations.

Megan Hacker: Agreed. Teams is great. It’s always helpful to send PDFs and screenshots throughout the creative process to get a second (or third) set of eyes on something. 

Tara Roth: Gotta go with Teams as well. I love that we can easily share documents back and forth and it keeps everything in one place, which proactively eliminates a lot of communication breakdown that could otherwise occur. 

Zon Buckley: In addition to Teams, we recently used Zoom to have a virtual happy hour, which was so much fun. It was great to actually see my coworkers rather than an IM or voice over the phone.

Q. Have you found your creative drive is waning since the quarantine? How so?

Reynaldo Alvarado: A little bit. Having a 6-month-old baby can be pretty distracting every now and then.

MH: A feeling I know all too well, Rey. It’s not easy to feel creative when you have a 1-year-old clawing at your leg, so yes, my creative drive does take a hit from that sometimes. I find it easiest to work on more mundane design tasks (flowing and formatting text, creating PDFs and Word docs, doing text edits, etc.) during the day when she’s awake and occupied and to save projects that require creative focus for while she is napping or after she goes to bed. 

DB: I think the creative hype you get from physically being around other creatives is different now. Being in the same room with other creatives trying to problem solve is always a melting pot for good ideas, so I definitely think the energy has dwindled a bit.

MV: I disagree! Having a creative mind isn’t something I can turn off. It doesn’t matter if I’m in the office or at home. Where I pull inspiration from certainly has changed (typically out and about at stores, art galleries, concerts, etc.), but the emotional component of what is going on today is definitely fueling my creative drive.

ZB: I’m with Mike on this one. I’m approaching each project the same and finding creative process to be the same in or out of the office.

Q. For those of you who are feeling it, how are you combatting that lack of inspiration or creative drive?

DB: Like I said before, Teams is a good solution. Even though we are physically separate, we are still finding ways to collaborate. Another thing I’ve loved is that Adobe has been doing live streams with different creatives constantly throughout the day during this time. You can tune into the them working from their homes and watch them discuss their industries and various areas of expertise. Really great.

RA: I am going for walks and exercising at home. It’s good to step away every once in a while and come back with a fresh mind. Also looking at Pinterest, Behance, and Dribbble.

TR: I’ve been trying to take more breaks. Physically standing up and walking away from my computer helps, or if I have reached a roadblock with one project, I will start working on a different project. I find that when I take a break it gives me the time or space to resolve the issues I was experiencing faster than if I try to power through.

MH: When I’m experiencing a lack of inspiration or just wanting something to jump-start my creative juices for a new project, I often utilize Pinterest, Dribbble, and Behance, as Rey suggested. They are three well-established platforms that showcase every kind of designer and project you can imagine. I pull inspiration for my projects from a wide breadth of sources on those platforms so that none of my end products look too similar to something that already exists. For example, I may pull a color palette from a packaging design project, a typography style from an editorial layout, a texture from some signage, a photographic effect from some environmental design, etc. 

ZB: Ditto for me. I’m using the same methods I used before the quarantine—sites like Pinterest and Behance are go-tos for inspiration and to ignite the spark.

Q. Have you found inspiration at home in unlikely places? 

TR: I would say the kitchen. During my personal time, I really enjoy cooking and baking, so I’ve been challenging myself to try out new recipes that I haven’t had time to try before. Sometimes it’s a success, others it’s a complete failure. Either way, it’s been fun experimenting and learning new things. 

MV: It’s lawn-and-garden season. How can you not be inspired this time of year?

DB: Agreed, Mike. One of the things I’ve noticed is that my awareness of nature has increased. Simple things like flowers, trees, grass, and the smell of fresh air have all been so inspiring. We’ve thrown almost all the windows open in our apartment and are just pausing to breathe in the outside, and that has been invigorating. 

I’ve also been taking a page from Tara’s book and playing around in the kitchen and baking more. It feels like another form of art to me and allows me to create in a more hands-on, tactile way while working remotely. 

Q. What is the best piece of advice you’d like to share with fellow creatives to keep the ideas flowing?

DB: Creative community is important! Having other creatives around you to bounce ideas off of keeps you fresh and prevents you from getting stuck in a creative silo. Even though we aren’t physically with each other, the ability to ask questions, get opinions, and collaborate with each other is vital to our growth as individuals and as a team.

RA: I agree with Deb. Communicate and share your work with other team members. And look at those creative websites we mentioned before—Behance, Pintrest, and Dribbble.

MV: Get up and move around. Nothing is stopping you from taking a walk outside to get fresh air and clear your head. It’s easy to let the day get away from you when working from home. I find myself starting work earlier and ending later, but I have been forcing myself to take a walk outside to clear my mind.

MH: Totally, Mike. I can’t say I’ve ever designed anything that hasn’t benefited from me walking away from it for at least an hour or two, maybe even a day or more. I know there are always deadlines to adhere to, but if I can spare the time, it’s always worth it in the end. After staring at something and “pushing pixels” for hours on end, it’s always helpful to get a fresh set of eyes on a project, whether it be my own, a fellow designer’s, or even the objectivity of someone who isn’t a designer. I’ve experienced many design epiphanies when I sit back down to something after taking a break from it. My favorite thing to do while taking a break is to walk my dog, because it gets my mind focused on something else for a bit.

ZB: Keep the mind going. I find myself always thinking through creative problems. Whether it’s a home renovation, a fun way to rearrange a room, or even making up songs that include my cats’ names (my favorite). The point is to keep the mind moving and exercise the creative muscles in any way possible. A rolling stone gathers no moss, as they say.

 TR: Keep an open mind because even though we are stuck indoors, sometimes the tiniest of things can spark a huge idea. 

Communicating With Members During a Crisis

In times of crisis, when anxiety is running high, clear communications are essential. Maintaining a calm, clear voice and keeping open channels of communication with members and stakeholders—both internal and external—is critical. It’s time to consider what you are communicating, how you are communicating it, and where you are communicating with members and stakeholders.

What to Communicate

Prioritize what members need from you right now. You’re likely feeling an impact to your bottom line, and members probably are, too. Consider a survey to understand their needs. Consider a forum or virtual town hall to gather feedback. What you learn will help you maximize the impact of your communications, focusing the message on what matters and eliminating everything that doesn’t support or align with it. 

Show true leadership. If the goal of a communication is to let members know how your association is supporting them through the COVID-19 crisis, be clear about how you are doing it. Direct them to the appropriate resources, such as a page on your website or relevant content on another site.

Offer words of hope. In addition to information, people need encouragement and inspiration. Don’t hesitate to send meaningful messages of support to your teams, members, and all stakeholders.

Audit your existing messaging. Is anything out of touch with the current reality? As important as it is to send updated communications that are relevant to these times, be sure your existing messaging doesn’t send the wrong message or make you look insensitive.

How to Communicate

Be clear and explicit. Don’t create more noise and confusion by sending unclear or contradictory information, which can happen when different people are communicating with members and stakeholders and not working from a standardized messaging platform

Use the right tone. While the tone of your communications should align with your existing brand and voice, it needs to fit the current context. Use your communications to align with member concerns, including how you will support them through this crisis, and how appreciative you are of their support. Be positive, thoughtful, relevant, and constructive. 

Communicate often. In times of stress, with information coming from everywhere, people don’t always process information the first time they hear it. If it’s critical, share it across a variety of platforms in more than one message.

Where to Communicate

Meet people where they currently work. Members are doing their part and participating in social distancing, which means they’re home a lot more than normal. Deliver content in ways that accommodate their current work patterns, including the platforms listed in this section. It can help you stay in touch with members, allow them to stay in touch with each other, reinforce relationships for a long time to come, and potentially entice new members.

Update your existing website. Your website should serve as a source of helpful updates for members. If you haven’t already updated it, now is the time. 

Capitalize on social media. Social media is one of your most useful channels for connecting with members and is relatively easy to update. One possible challenge in these times is that you are needing to do more with less, and social media can be a high-impact/low-cost way to engage. 

Send enewsletters and emails. If you already have an enewsletter, you are likely using it to share COVID-19 content. If you don’t have one, consider creating one so fast-breaking news can be shared with your audiences, who can, in turn, share it with others. Even during this time, enewsletters can offer sponsorship opportunities to generate much-needed nondues revenue.

Create a dedicated microsite. A dedicated microsite that is connected to your primary website but stands on its own enables you to share information but not confuse the broader messaging of your association. A strong microsite will demonstrate leadership and offer members a reliable go-to source that can make a massive difference in their lives and livelihood—one that will clearly demonstrate the ever-increasing importance of your association. 

Remain nimble. Things are changing fast and what you say today might not be the right thing to say next week. Continue to audit your content as you regularly deliver more. Write with authority, compassion, and clarity. And always put yourself in your audience’s shoes. As you write, ask yourself, “How will this actually help them? What will this really mean to them?”

Your Members Are Looking for Guidance 

Be sure you are there to help. If you are struggling to communicate in the right way, contact us to discuss your challenges.

Associations Who Come Together Stay Together

Staying connected to your community is especially important in times of uncertainty. While this makes sense, figuring out how to maintain communication and overall unity can be challenging when social distancing guidelines are in place and you and your members are abruptly thrown into a work-from-home scenario. Here are some ways to combat feelings of isolation and invigorate your mission’s vitality in this brave new world. 

  1. Keep up the good (net)work. Your members are undoubtedly your most valuable asset, and you’ll be flattered to know the feeling is often mutual. Across all industries, joining a trade association affords businesses and entrepreneurs the opportunity to network with potential clients, partners, employees, customers, and friends. While COVID-19 is impeding in-person opportunities to shake hands and swap business cards, online networking is a viable alternative. If your association doesn’t have one already, now is an optimal time to instate an online messaging board to support your members. Not sure where to start? Hostinger Tutorials breaks down and compares the best forum software options, and Your Membership by Community Brands provides information on how to launch your online community. Once you’re up and running like The Alzheimer’s Association, keep Higher Logic’s online community tips top of mind and marvel at the member connections made. Make sure to grow your association’s grid too. Participating in LinkedIn Groups is also a great way to build valuable relationships, share your expertise, and find solutions to your industry-specific challenges. 
  2. The best laid plans often go astray, but persistence pays off. Your association knows member gatherings of grand scale create unrivaled camaraderie and increased trust. You’re likely also aware even the most calculated conferences and meetings tend to involve unforeseen challenges of some sort (from understaffing to thwarted insight resulting from incomplete data collection). While nothing compares to the unprecedented hurdle of a pandemic, your innovative thinking has equipped you to overcome obstacles of the past and will allow you to surmount the COVID-19 outbreak. Even though your in-person event is no longer an option, transforming your original intention into a virtual alternative maintains your ability to host an event capable of offering members educational and networking opportunities while driving both revenue and growth. Always on the cutting edge, Salesforce explains  how to turn an in-person event into a compelling virtual experience, and Capterra compares features and ratings so  your association can find the right event management software
  3. Don’t confuse the cost of something with its value. Your association likely already offers resources at reduced rates to members, but now is the time to consider offering products and services at significantly discounted rates or for free. The National Association of REALTORS®has a history of curbing the cost of member benefits during difficult times, and the Right Tools, Right Now initiative exemplifies the association’s approach to customized assistance in response to a pandemic. It might be difficult to stomach the idea of a loss of revenue of any size right now, no matter how small. But rest assured discounts like these will not be detrimental to your bottom line; rather, they will  enhance your reputation and promote the kind of word-of-mouth marketing Time notes can be, “as effective as traditional advertising.” What you do now to put your members first in this uncertain economy will enhance your identity and strengthen your industry’s solidarity.

As YGS President Jack Davidson notes, “It’s critical to maintain communications not only with your customers and members but with your own teams, as many are adjusting to extended remote work scenarios.” Strengthening connections is essential to your association’s perseverance amid the novel coronavirus crisis. The digital dexterity you develop today to keep in touch with members and keep members informed and in contact with each other can continue to serve as a savvy cornerstone to your success in the calm after this unparalleled storm.

Use a Messaging Platform to Manage Crisis Communications

As we’ve been working with our association clients during this challenging time, we know that you—like us—are being asked many critical questions. You’re responding as quickly and accurately as possible, trying to keep everyone informed while communicating a consistent message. You’re even trying to get ahead of the onslaught of questions by sending out proactive communications. 

It’s a real challenge. And it’s essential that we rise to it.

One solution is to use a messaging platform, created with input from a representative group of key stakeholders and then distributed to everyone communicating on behalf of your association. A truly powerful tool, a messaging platform helps a group succinctly explain key messages to various audiences in a consistent way, regardless of the context. 

Serving as a solid foundation for all communications, a messaging platform is the verbal expression of a clear set of key points. It informs and enhances communications to make them collectively stronger, easier to create, and much more unified. Its goal is to offer a concise and effective starting point, along with talking points backed up by evidence, for those challenged with communicating to members, the media, policymakers, the public, and other audiences. 

A solid messaging platform:

  • Expresses a central idea
  • Articulates key supporting ideas and messages 
  • Supports those ideas and messages with evidence
  • Serves as a starting point by offering a repository of reliable, credible phrases
  • Simplifies creating effective messages for all communicators
  • Ensures consistent communications that resonate with your target audiences

How to Build a Messaging Platform

Start by answering these four questions: 

1. What is the central idea you need to communicate? 

Yes, you’ll want to communicate numerous things, and a good messaging platform will let you do just that, but at the very core, what is the central message you need to communicate? Is it that your members are currently facing real challenges and your association is there for them? Is it that you can offer tools to help them through tough times? Is it that you need members to rally together to support each other or advocate with policymakers for assistance? Determine a single theme (and remember that you can create more than one messaging platform for different purposes if necessary). 

2. Who are the people charged with communicating this message?

List all the people and teams—your board of directors, your marketing team, your president—who need to communicate during this crisis. A single messaging platform will work for all communicators.

3. Who are the audiences with whom you need to communicate?

Likely, you are trying to offer guidance to members, communicate with advertisers and sponsors, reach out to the media, and urge advocacy with policymakers. With so much happening so quickly, it’s difficult for all those responsible for communicating to represent your association with a consistent voice—and consistency is a big part of what establishes credibility and reassurance.

4. What are the methods through which you communicate?

Is it your website, social media, a newsletter, your magazine, webinars, or all of the above? A strong messaging platform works for all communication platforms. 

Next Steps

After you establish your core idea and answer the questions above, write out the key words, phrases, and proof points that you want the audience to understand every time you communicate. All of them need to support the single, core idea. 

Instead of being a precise script—which would grow stale quickly and not be convincing—these words, phrases, and proof points can be contextualized into communications in a natural way and will help all communicators remain on message to reinforce your core theme during a difficult time.

While messaging platforms aren’t simple to create, they offer tremendous time efficiencies and ROI by speeding up and improving the creation of communications among a diverse group of people. 

How YGS Can Help

We have created numerous messaging platforms for a wide range of associations. Please get in touch if you would like to discuss further the benefits of a messaging platform or how we could assist you in creating an effective one. 

Keeping Your Organization Healthy

This is the second in our video series as YGS focuses on helping your organization to persevere during challenging times.
 
As many of you may be faced with making cuts in marketing and communication activities, and possibly even staff, we recognize that your resources might be strained and need additional support. During this time, it’s critical for you to maintain communication, not only with your customers and members, but with your own teams as many are adjusting to remote work scenarios.
 
YGS remains fully operational, safely and responsibly, and we are here to help. If you’d like to brainstorm marketing opportunities or discuss communication challenges, please get in touch with me.

Association Revenue Strategy During COVID-19 Pandemic

Every organization is feeling the impact of COVID-19. Associations are no different. But, just as with any challenge, COVID-19’s upheaval is temporary. Now is the time to ban together and share ideas and opportunities for making up for lost revenue in your association and start laying the groundwork for a strong future. Let’s take a look at some of the best ways you can start making up for lost revenue.

Make Up for Revenue Lost Due to Event Cancellations

Every association knows the importance of trade shows and conferences as part of their non-dues revenue (NDR) strategy. But with the federal restrictions on gatherings of 50 or more, probably the biggest hit to your bottom line right now is event cancellations. While nothing can make up for the time and effort you’ve put into a canceled event, there are some ways you can compensate for the loss of event-based revenue.

  • Event Insurance: Review your contracts and event cancellation policies to determine if you’re entitled to a refund of your deposit or if you could owe a cancellation fee. Every contract is different, but most include language relating to Acts of God, which should cover COVID-19.
  • Go Virtual: You may not need to issue refunds to event attendees if you shift your event to a virtual format. Webinars, podcasts, or other virtual platforms are all great options, just make sure that your virtual event is set up so it can only be accessed by people who have registered and paid their event fee. You can send a registration link or code via email to registrants to grant them access.

Even though canceling that annual meeting you’ve been planning since last year may feel like a devastating blow, we’re fortunate to live in a time when technology is available to help you continue making valuable connections with your members; and you can still offer virtual sponsored workshops for accreditations, which are, of course, an important revenue stream.

Focus on Non-Dues Revenue

With events temporarily tabled, it might seem necessary to raise member dues and increase recruiting efforts. But now is not the time to pursue those actions, as it’s more important than ever to support and appreciate your current members.

Aside from meetings and trade shows, there are countless other forms of non-dues revenue your association can lean on right now. Many associations are seeing success with sponsored emails, for example. If that’s not a product you currently offer, now is a great time to consider adding sponsored emails to your repertoire.

Other NDR tactics to add to your association revenue strategy include: 

  • Sell digital ads on your website
  • Offer ad space on your organization’s mobile app
  • Leverage your social media platforms, offering different advertising options as well as sponsored posts
  • Sell a member directory or event attendee list
  • Develop podcasts and sell banner ads or mentions in the podcast itself

You may already offer these products as part of your NDR, but if you don’t, now is the time to start.

Lay the Groundwork for Life After COVID-19

We all need to remember the COVID-19 pandemic will not last forever, and planning for the future is as essential now as it’s always been. It’s important to set the stage for your association to bounce back stronger than ever once the pandemic ends. Some proactive ideas include:

  • Review new event sponsorship opportunities possibly at a lower price point
  • Develop a campaign to recruit new members once the pandemic ends

These unprecedented times may seem overwhelming, but we must remember to have hope. Calmly assess your revenue streams to find areas of opportunity. Take advantage of digital platforms wherever possible, and continue to offer valuable resources and services to your members. Exercising smart decisions now will ensure your association comes out on the other side of COVID-19 stronger than ever. 

Strengthening Solidarity Reinforces Resiliency

Amid the spread of COVID-19, organizations and their members are adjusting to a new normal of working from home (WFH). Humans are nothing if not adaptable, but a rapid change to remote work causes us to scramble for productivity solutions. In the spirit of being #alonetogether, we’re sharing encouragement and advice on the WFH life in which many of us now find ourselves:

  1. Challenges exist, but your work can and will still thrive. You and your organization’s members may be feeling overwhelmed by your new work environment or exploring ways to optimize it. From managing expectations to knowing your WFH weaknesses, NPR’s Yuki Noguchi provides “8 Tips to Make Working From Home Work for You.” Lest we forget the importance of remaining comfortable and satiated, The Verge has our backs and bellies for all in need of WFH furniture and gadgets or concerned with how to order takeout safely and ethically. With your creature comforts in check, you can invest in your team’s success through  16 learning courses from LinkedIn focused on enhancing working remotely. Parents are part of your organization’s workforce, and you may have kids of your own. WFH while caring for children is as hard as it sounds; that said, tailored tips from  CNN and USA Today can support succeeding at this balancing act.
  2. Your collaborative potential is limitless. At face value, social distancing may seem like the end of teamwork, but as Workable details, tools exist for every aspect of the virtual workplace, from communication to project management. Unsure of which to choose? TechRadarranks the best online collaboration tools of 2020, and Creative Bloq reveals 12 free tools for sending large files smoothly and worry-free. Do your research and rest assured technology will keep your organization’s synergy unscathed. 
  3. Mental health advocacy will empower your connections. The introduction of a pandemic and a sudden switch to WFH may accentuate anxieties for you and your members. As Forbes relays, “leaders understand … that promoting mental health and overall organizational health are the same fight.” Don’t hesitate to touch base with your coworkers and members about how they are emotionally, psychologically, and socially managing the impact of the novel coronavirus, and make them aware a guide exists from the National Alliance on Mental Health to help mitigate mounting stress. As always, be mindful of the multidimensional existence of your members and open up discussions to topics outside of work. Psychology Today’s article addressing the difference between isolation and solitude can serve as a catalyst for those hoping to curate a timely philosophical conversation. 

Unemployment Update and HR Sources

As the COVID-19 pandemic continues to affect employers in the U.S., the federal government has continued to issue guidance pertaining to unemployment, the latest of which relating to state-level unemployment insurance (UI) flexibilities.

Under this most recent guidance, according to the U.S. Department of Labor (DOL), federal law now permits states to amend their UI benefits laws and to pay benefits in scenarios including:

  1. An employer temporarily ceases operations due to COVID-19, preventing employees from coming to work
  2. An individual is quarantined with the expectation of returning to work after the quarantine is over
  3. An individual leaves employment due to a risk of exposure of infection or to care for a family member

Important note: Federal law does not require an employee to quit in order to receive benefits due to COVID-19’s impact.

To learn more details regarding your area’s specific legal standards, plus other valuable employment-related information regarding the COVID-19 pandemic, visit the suggested resources below.

Top Resources

To find specific information regarding your area’s UI benefits laws, CareerOneStop hosts a searchable portal through which you can access links to general information, links to claim-filing resources, and links to resources noting legal updates pertaining to state benefits.

Another valuable resource is the DOL’s COVID-19 and the American Workplace webpage, which includes various employment-related fact sheets, Q&As, posters, and a Field Assistance Bulletin on the Temporary Non-Enforcement Period Applicable to the Families First Coronavirus Response Act.

The Society for Human Resource Management (SHRM) has a COVID-19 resources page on its website that HR professionals can reference as they navigate through this busy time. SHRM’s communications include e-learning and a daily newsletter to help keep you informed and part of the evolving conversation.

Finally, Nonprofit HR, a firm focused on talent management needs and human resources for nonprofit organizations, has populated a Coronavirus Digital Information Portal on its website. The webpage includes information on COVID-19 and how nonprofits and HR professionals can best go about serving their organizations and communities effectively. Plus, they host a weekly town hall webinar series for speakers and attendees to virtually discuss any issues related to working through this pandemic.

Taking the Pulse of Your Membership

In this rapidly changing landscape, it can be tough to decipher the best course of action when it comes to learning about the needs of your members and how to address them in a timely and efficient manner. Consider the following: 

  1. Stay informed. Keep up with developments as they unfold by checking reputable news sources. You can also use aggregators such as Google News or Flipboard. The CDC also has a list of updates that is refreshed frequently, in addition to guidance for businesses and employers
  2. Create a survey. Five-minute surveys are a great way for your members to share their input so you are in the best position to provide them with assistance during their time of need. Use tools such as surveymonkey.com or Google Forms to get started. 
  3. Communicate and make yourself available. Regular communication with your members during times of uncertainty is crucial. Use publications, email blasts, social media, webinars, or phone calls to assure them that you’re here and you’re ready to listen. 
  4. Form a united front. Strongly encourage your members to reach out to their government representatives for aid and provide them with all the tools to do so with minimal effort. Consider making a template similar to the one the American Bus Association has created for its members. Information on how to contact elected officials can easily be found on usa.gov/elected-officials. Reassure members that you are fighting for them, but you are always stronger together. 
  5. Get some press. Both you and especially your members should be reaching out to local news organizations and other media outlets to share the story about your industry, their businesses, their employees, and their impact on the community as a whole. The more voices that are being heard, the easier the fight for support.  

YGS Remains Fully Operational

Empowering You to Persevere

At YGS, we have always maintained a robust disaster recovery and continuity plan, which has allowed us to respond quickly to these circumstances. As a full-service communications company, providing essential services to help associations, corporations, and publishers communicate with their audiences, we remain fully operational—safely and responsibly. 

On behalf of our 156 valued associates, we appreciate your continued support. Stay safe, stay healthy, and stay in touch. We are always here to help.

Meet Mark Ploucha, VP of Production Solutions

With well over 25 years of experience in the print world, Mark has seen a whole revolution of predigital printing. Mark is now contributing his print expertise to YGS to further deliver groundbreaking print solutions to our clients.

Before joining YGS, Mark spent seven years at Dexter Solutions in Memphis, TN, where the printing technology was similar to what we use here at YGS, but the verticals included hospitality (menus, do-not-disturb signs, and room key cards) and faith-based organizations (bulletins for churches across the country). Mark brings a deep understanding of the print world to his role as VP of production solutions.

While searching for a new opportunity, Mark felt drawn to YGS because of the business model. “Print is a component of the total sale, so there’s less margin pressure. We bring this beautiful package together for you—that’s a huge part of what I like about YGS,” says Mark.

During the interview process, he was impressed by the people here. “It seemed like a great culture fit,” says Mark, “and I really believe I can help. I want to grow and develop opportunities for other people. The chance to work with Brad Altman in my first months has been hugely valuable, and I’m thrilled to be able to continue my collaboration with Jack on process refinements and even more improvements for customers since he became president.”

In his role, Mark is responsible for overseeing pre-production, pre-planning, print account management/customer service, pre-press, offset/conventional printing, binding/finishing, mailing/shipping, and fulfillment.

“Keep it simple. Break apart workflows to eliminate unnecessary steps in the process and add value while saving time to improve efficiency.”

—Mark Ploucha

Throughout his career, Mark has always advocated for customer service. “I’m a big supporter of brands for clients. I try to be cognizant of customer needs, especially color matching,” says Mark. “I try to mention customers in just about every conversation I’m having on the floor.”

Mark’s goals for moving production solutions forward are largely focused on finding ways to improve processes and ensuring customers are always at the center of everything we do.

Bring more automation to production processes. 

Mark plans to achieve this by looking at new software and technology that can create a shorter cycle time and a consistent quality, especially for color reproduction, which is important for branding. He hopes to work with the teams to reduce touchpoints and bring ideas to continue incorporating automation into processes.

Keep customers top of mind and enhance the customer experience.

Mark always tries to help managers and people on the floor remember the customer as they’re completing their work.

“The industry is changing. My vision is to ensure that we are up-to-date with technology that allows us to grow the business. I want to maximize the print production portion of the business by finding efficient processes.”

Brad Altman Retires as President, Passes Torch to Jack Davidson

“Change is the law of life and those who look only to the past or present are certain to miss the future.”

John F. Kennedy

It is appropriate to begin with a quote from a U.S. president. After all, Brad Altman piloted two of them aboard Marine One from 1986 to 1990. His long and distinguished service as a marine, followed by time spent as director of operations for a major printing operation in Baltimore, assured CEO and owner Jim Kell that no one could be better suited than Brad to bring discipline and rigor to YGS.

As YGS president, Brad instilled a number of mission-critical skills during his 11 years with the company: routine, impeccable ethics, character, and trustworthiness, to name just a few. Through his leadership, Brad established an undeniably solid systematic foundation, without which we would not be able to embark on our next journey of growth as an organization.

Remarking on Brad’s leadership, Jim says, “It allowed us to prioritize what we could do, why we would do it, and how we could do it best. In his time here, Brad has helped to build discipline into the bones of the organization, which we can now foster into future success over the coming years.”

Since 2008—the year Brad became president—the organization has doubled its revenue, its number of associates, and its number of service offerings. Amid this evolution is the continual expansion of technology as a solution to make our business more efficient and competitive. 2020 will also be a year of significant change, and the fact that former Executive Vice President Jack Davidson became president on Jan. 1 after a long-planned tactical transition of leadership ensures this one will be seamless.

Prior to joining YGS (also in 2008), Jack ran his own agency with a partner in Washington, D.C. His many responsibilities there ranged from account management, creative, and sales. Jack was also heavily involved with print production vendors, executing press inspections, and bringing in millions of dollars of print business.

Noting the stability of this transition of leadership, Brad says, “We came here at the same time, so I’ve known Jack for all these years. We’ve worked together, and we’ve had hundreds of one-to-one meetings. I’ve seen him operate. I see how he interacts with people. I have in-depth knowledge of him and how he functions, so it wasn’t difficult for me to realize long before now that Jack certainly would be the right person.” Brad further explains, “The next 10 years are going to be different than the last 10 years. We doubled in size in the last 10 years, but for us to double in size again, it’s going to take a different approach with some different ideas. I think Jack certainly thinks differently than I do, and I wouldn’t want him to do otherwise.”

The respect these two leaders feel for each other is palpable.

“I’ve benefited from the fact that I’ve been here for pretty much the same journey, the same timeframe that Brad’s been here,” Jack says. “What allows for a seamless transition is so much of what Brad has successfully brought to bear here. I’ve been able to learn from him. It’s prepped me very well to transition into the role that he plays with little shock to the system.”

Jim commends Brad and Jack for working in concert to foster YGS’ tremendous growth. “The combination of these two has allowed us to navigate tough markets. It’s allowed us to evolve as an organization because there was such a great balance between the two of them. Brad’s legacy is going to be that he was a major architect of what YGS has become.”

When Jack joined YGS, his charge was to lead an expanding team in broadening our creative services while working intimately with print production to create a truly collaborative approach. This calculated and creative cultivation earned him respect and trust, instilling the confidence that he now is the right person to lead the organization.

“Jack has proven that he has the financial skills, the leadership skills, the core skills that are required to be president of the organization,” Jim says. “He checks all those boxes. With potential changes in the economy, in the world, and in the products and services around us in the foreseeable future, we want to position ourselves for dynamic growth. Jack brings that vision, flexibility, and knowledge.”

An Executive Decision to Make a Big Impact

TEI needed to make a head-turning splash at several conferences to highlight and introduce a membership campaign and a major rebranding initiative. YGS came up big with several wide-format deliverables designed and printed in house, with the design and specialty graphics teams collaborating closely to deliver truly captivating results.

Challenge

To draw attention to its YGS-created membership campaign, Access Granted, TEI was looking for items to deploy at an international spring conference. Not long after, as part of a full rebrand developed by YGS, TEI again looked to us to support the new brand launch at yet another flagship conference. Both projects would include several unique specialty graphics deliverables and require diligent team effort.

Results

For Access Granted, YGS designed and printed retractable banners, elevator clings, a backdrop, and other signage to help drive the campaign message—Connect. Engage. Impact.—at TEI’s Midyear Conference. For the rebrand, a project that YGS executed flawlessly from discovery through launch, we created a registration desk cling, retractable banners, elevator clings, a backdrop for attendee photos, and column wraps to be displayed at another Institute-level event. YGS continues our strong ongoing relationship with TEI through various projects that benefit from numerous YGS services.

Erickson Living Discovers the Advantage of YGS Total Solutions

Erickson Living, a network of communities serving 25,000 members of the senior population in 11 states for more than 35 years, has partnered with YGS for its printing needs for several years. As the senior living market grew, so did Erickson’s desire to empower its community marketers to make their own materials—ones that would be seamlessly customizable yet always on brand. Through a lot of careful planning, hard work, and ingenuity, YGS became the vendor partner that made that wish a reality.

YGS Web Design Services Provide New Possibilities

After listening to Erickson and getting a clear idea of its vision for growth, YGS soon realized that a virtual storefront would be the solution Erickson was looking for. The YGS team used the knowledge gained from delivering a similar solution for another client to inform a path forward for Erickson.

“This was by far the biggest site we’ve ever done,” says Amy LaPorte, PMO director. “Another storefront we do currently has maybe 500 products, but we didn’t start off with that many. The Erickson storefront launched with about 900 products, and more get added daily. As you can imagine, the complexity of the site was tremendous.”

YGS Is Never Afraid to Take on New Challenges

To begin this ambitious undertaking, YGS worked to ensure a smooth transition for existing users from their original storefront to the new one provided by YGS. Erickson required a personalized experience for each user, clear navigation and robust search capabilities, seamless integration with fulfillment and production teams, and several quality-assurance measures before the site was to go live.

“We were and continue to be in constant communication with the client to ensure their needs are being met,” says Charity Fox, account manager. “Erickson has a high standard for quality, and YGS has to work together diligently to meet that standard.”

LaPorte echoes this sentiment. “Technology worked very collaboratively with account management, design, prepress, estimating, and fulfillment. We really worked as a team to bring this product to fruition,” she says.

Part of that team effort included the visual design of all items, starting with two overall concepts that evolved into much more: all site pages, the user interface, all icons, and more than 1,500 product thumbnails. “When technology and design collaborate,” says creative director Serena Spiezio, “the end product becomes a more refined, navigable site that effectively extends the client’s brand.”

Erickson’s New Storefront Is Convenient for Users

With the virtual storefront now live, the client could not be more pleased with the result. Tim Eller at Erickson says, “The site is going viral. Word is spreading, and we continue to field daily calls from individuals and business lines requesting access. As a national company, we’ve been able to better enable users through direct access to the branded materials they need, in a more modern and streamlined fashion, all without sacrifice to our high-quality standards. This site will prove critical as we grow and continue finding new ways to leverage its potential.”

A Lasting Partnership

That’s not to suggest that YGS’s involvement with Erickson is over—far from it. The foundation of trust and proof of capabilities has earned YGS more projects for this client, including a rebranding initiative to be completed by summer 2020. There is tremendous potential to grow the relationship and expand the offerings provided to Erickson.

“This is the model of an ideal YGS client,” says Jack Davidson, executive vice president. “Our consistent and stellar performance on the print side led us to even more opportunities to expand our reach and grow with this client. Erickson has come to rely on us for strategic forward thinking and guidance; we’re a true extension of their marketing team and a valued partner.”

Discover the New YGS Website: Personalization, Engagement, Results

The new YGS website offers our clients—and potential clients—a seamless experience that combines customized navigation, compelling communication, and thoughtful design to smoothly guide the user through every menu and page.

When we took on the task of building a revamped website, our goal was to not only update the look and feel, but also to create a more personalized user experience for each of our three client verticals: associations, corporations, and publishers. Essentially, each of those verticals has its own site within the new website. With the bevy of solutions we offer, we tailored each listing of services for each client vertical, showing only the most relevant services and case studies for each.

“With our last site, we were showing these overwhelming lists of services, and as our capabilities grew, it became unclear which of our services were best-suited to which clients,” says YGS Development Director Matt Roy. “This new site resolves that issue. We now have a more customized experience for each of our three audiences that’s truly intuitive and far more user-friendly—and more mobile-friendly to boot. The clean, considerate design and concise, informative content really support all of that, too.”

On the design side, choices for color, typography, imagery—you name it—were all made with the user top of mind, and our team absolutely nailed it when aiming to support the idea of acceleration and momentum. As for content, which itself marries considerately with the design, we consciously looked to engage visitors with succinct, clear language and just the right amount of playful wordsmithing. Together, along with guidance from our development group, we were able to highlight our offerings intelligibly and explicitly.

Our work pages are also customized to show the vertical-specific projects that are most relevant for our audiences. From publications and strategic marketing campaigns to accolade licensing and award programs, we showcase some of our best work for associations, corporations, and publishers.

Another new and improved facet of the YGS website is our team page. We now feature every full-time YGS associate’s photo (try hovering over them with your cursor for some extra fun), so putting faces to names is easier for clients than ever before. Among those photos, we have two time-lapse videos showcasing our open office spaces upstairs and our full production operation downstairs. Website visitors can feel as though they are a part of the YGS action.

For YGS CEO Jim Kell, all the work we put into the new website was absolutely necessary. “A lot of our clients would come to our old site, and while it was fine for showing our capabilities, it was easy to get lost,” he says. “We’re a forward-thinking marketing and communications company, so we had to fully refresh our site to maintain that cutting-edge presence. I think when it comes to brand recognition, accessibility, site navigation, and serving our clients, we secured that status—and then some.”

YGS welcomes all of its current and future clients to explore the new website and dive into a user experience that’s second to none. Whether you’re an association, corporation, or publisher, this website makes one thing abundantly clear: YGS is committed to being your true partner, and we have the solutions to drive results now and far into the future.

YGS Launches FIRST Values Award Program

Recently, we launched our FIRST Values Award program, which recognizes up to one recipient each quarter for their outstanding contributions to the YGS culture of flexibility, integrity, responsibility, service, and trust. More than just words, our FIRST Values inform our choices, both internally and with our clients. We live them every day in everything we do.

To nominate a peer, a YGS associate is asked to write a letter on behalf of another employee who represents these values. To show how important the program is to the organization, the recipient receives $500 and other benefits, along with the pride of knowing they are helping to champion a culture that benefits us all.

To kick off the program, we wrote a sample letter for associates, to guide them in writing their own letter on behalf of a colleague they feel is deserving of the award. We wrote the sample letter nominating CEO Jim Kell. He didn’t ask us to do write this letter, but we knew that it would be an easy letter to write, as our FIRST Values were developed by Jim, and Jim lives them in everything he does.

Here is the letter, to give you some insights into our FIRST Values Award program, and to share just a small glimpse of Jim Kell, CEO.


Dear FIRST Values Award Selection Committee,

I am writing to nominate Jim Kell to receive the FIRST Values Award. In his role as CEO, Jim recognizes the importance of staying committed to our FIRST Values and exemplifies them in everything he does. This nomination letter outlines just some of Jim’s attributes that demonstrate his deep commitment to our FIRST Values.

Flexibility

  • We are flexible and accountable in the face of inevitable change.
  • We are innovative in accommodating everyone’s needs.

In 2002, Jim’s pioneering nature led him to purchase YGS and begin transforming the organization from a small print operation to a highly regarded commercial printing, marketing, and communication business partner. Jim’s willingness to take this risk not only provides a livelihood for all YGS team members, but offers us all an opportunity to learn and grow professionally and to contribute to our local community.

Shortly after purchasing YGS, Jim established the foundation for the company’s identity by creating the FIRST Values. Our FIRST Values—fundamentally important to Jim—originated from many of the principles Jim learned from his parents and others along the way who have guided his life. Although Jim regularly looks to the future and challenges business norms, these values ensure that he never sacrifices his integrity or dismisses his responsibilities for profit or other gains.

Integrity

  • We are honest, straightforward, and respectful of our customers’ needs, suggestions, and expectations.
  • We are responsible for our own actions.

Jim stands up in front of the company and shares both his aspirations and his disappointments. He is honest with associates about the course of the company, good or bad.

Jim has remained committed to our FIRST Values by assessing and understanding the competitive market, anticipating economic challenges, leveraging predictive analytics, and monitoring dashboard measures to right the business. Doing so proactively has allowed us to remain strong.

Service

  • We deliver excellence backed by sound business judgment.
  • We lead through competence, creativity, and teamwork.
  • We aid in community service outreach.

Jim fosters an environment that focuses on the needs of clients as well as YGS associates. He has encouraged programs and offerings that support the clients and their business challenges. He also champions the development and implementation of benefit programs that target the needs of our associates and their families, help to improve the quality of the work environment, and encourage deeper engagement. In addition, Jim personally participates in local community events, provides service and support for nonprofits, and contributes to local causes.

Trust

  • We have confidence and trust in each other’s capabilities and intentions.
  • We do what we say we will do.

When asked, a group of longtime YGS associates described the culture of YGS as agile, innovative, authentic, risk tolerant, collaborative, generous, caring, committed, and safe. It was no surprise that when asked to describe Jim’s behaviors, many of these same descriptors were used. Additionally, they said that in his actions each day, we all can see examples of Jim’s respect for the team, his open-mindedness, his creativity, and his flexibility.

Jim continuously strengthens the entire YGS team by encouraging collaboration, innovation, and creativity across the organization. By leveraging the talent and knowledge of our associates and our technology, YGS continues to take on new challenges, do the unexpected, land new business, and deliver results. These successes would not be possible without Jim.

With profound appreciation of all that he does, I nominate Jim Kell to receive our FIRST Values Award.

Sincerely,

Yvonne DeSalle, VP, Associate Engagement & Talent Development

And the 2019 AM&P Emerging Leader Award Goes to …

“If your actions inspire others to dream more, learn more, do more, and become more, you are a leader.”

John Quincy Adams

When Yvonne DeSalle, vice president of associate engagement and talent development, nominated Senior Managing Editor Ashley Reid for an Association Media & Publishing (AM&P) Emerging Leader Award, many of us at YGS thought it was a no-brainer. We hoped AM&P would agree.

They did!

Ashley received the award at the 39th Annual AM&P EXCEL Gala Awards, thanking YGS for enabling her to achieve this level of recognition.

Accompanied by her fiancé, Kevin Kraynak, and four YGSers proud to show their support, Ashley’s most poignant statement in her speech was when she thanked her 12th-grade English teacher for igniting her passion for the written word and instilling an “always be learning” mindset.

AM&P’s Emerging Leader Award program honors rising stars in our industry. It recognizes up-and-coming association publishing and communications professionals 35 years and younger. Recipients are individuals who are making a clear impact on their organizations and our industry.

“We were delighted to hear that Ashley was recognized for her outstanding leadership skills,” says Yvonne. “Her work, both with YGS and the community through our partnerships with local schools, is truly inspiring.”

In his letter of support for the nomination, Craig Lauer, YGS Content & Copy Director, stated, “Ashley’s ability to adapt and embrace the many changes her department has gone through with eagerness proves her adaptability and commitment to collaboration and leadership.”

Jack Davidson, EVP, had this to say of Ashley’s win: “This award is a perfect testament to Ashley’s contribution to YGS. Since the beginning of her tenure here, Ashley delivers on our corporate mission, which is to exceed customer expectations every day. She personifies ambition with purpose, and that purpose is to produce quality content for the organizations we serve and to uphold the highest standards of our industry.”

Owner and CEO Jim Kell agrees wholeheartedly. “Our company is very fortunate to have Ashley on our team. Her ability to work with our valued customers to deliver editorial excellence and exceptional service is paramount to our continued success. We are all very proud of Ashley’s accomplishments and well-deserved recognition with the prestigious AM&P Excel award,” he says.

We applaud Ashley for receiving this distinguished honor!

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And the 2019 AM&P Emerging Leader Award Goes to …

“If your actions inspire others to dream more, learn more, do more, and become more, you are a leader.”

John Quincy Adams

When Yvonne DeSalle, vice president of associate engagement and talent development, nominated Senior Managing Editor Ashley Reid for an Association Media & Publishing (AM&P) Emerging Leader Award, many of us at YGS thought it was a no-brainer. We hoped AM&P would agree.

They did!

Ashley received the award at the 39th Annual AM&P EXCEL Gala Awards, thanking YGS for enabling her to achieve this level of recognition.

Accompanied by her fiancé, Kevin Kraynak, and four YGSers proud to show their support, Ashley’s most poignant statement in her speech was when she thanked her 12th-grade English teacher for igniting her passion for the written word and instilling an “always be learning” mindset.

AM&P’s Emerging Leader Award program honors rising stars in our industry. It recognizes up-and-coming association publishing and communications professionals 35 years and younger. Recipients are individuals who are making a clear impact on their organizations and our industry.

“We were delighted to hear that Ashley was recognized for her outstanding leadership skills,” says Yvonne. “Her work, both with YGS and the community through our partnerships with local schools, is truly inspiring.”

In his letter of support for the nomination, Craig Lauer, YGS Content & Copy Director, stated, “Ashley’s ability to adapt and embrace the many changes her department has gone through with eagerness proves her adaptability and commitment to collaboration and leadership.”

Jack Davidson, EVP, had this to say of Ashley’s win: “This award is a perfect testament to Ashley’s contribution to YGS. Since the beginning of her tenure here, Ashley delivers on our corporate mission, which is to exceed customer expectations every day. She personifies ambition with purpose, and that purpose is to produce quality content for the organizations we serve and to uphold the highest standards of our industry.”

Owner and CEO Jim Kell agrees wholeheartedly. “Our company is very fortunate to have Ashley on our team. Her ability to work with our valued customers to deliver editorial excellence and exceptional service is paramount to our continued success. We are all very proud of Ashley’s accomplishments and well-deserved recognition with the prestigious AM&P Excel award,” he says.

We applaud Ashley for receiving this distinguished honor!

Together We Grow

When Yvonne DeSalle, vice president, associate engagement and talent development, first joined The YGS Group, the company mainly relied upon recruiters and temp agencies to find appropriately skilled individuals to fulfill its labor needs. Although this method is viable, it is expensive and often unsustainable long term. It occurred to Yvonne that there was real potential for positive change in this area; there had to be a better means of procuring talent.

Yvonne began reaching out to local schools and soon came to learn that there was very little community awareness about YGS. Before YGS could begin building its talent pipeline, schools needed to be made aware of what the company is and the myriad things it has to offer their students. Thus, a strategic initiative to secure YGS’ presence as an employer and a local brand was born.

By continuing outreach and participating in school board meetings and work-readiness initiatives, YGS now partners with several local schools such as York College of Pennsylvania, Millersville University, Thaddeus Stevens College of Technology, and Susquehannock High School for valuable experiences including internship programs, company tours, workshops, mentoring opportunities, and more. By investing in these symbiotic relationships, YGS is proud to report it has already begun reaping the benefits: Three former interns have been offered full-time positions, and they are absolutely thriving in their new roles.

Are you interested in launching a similar program at your company? Follow these recommendations:

  1. Identify your needs. Clearly define the areas of discipline for which you wish to recruit talent. Are you looking for accountants? Programmers? Machinists?
  2. Do your homework. Research local schools and their academic offerings. Are their programs in line with your needs? Be sure you’re going to hit your target group.
  3. Begin outreach. Pick up the phone and call some career centers and academic advisers. Draft an outreach letter to different establishments such as high schools, technical schools, and colleges explaining who you are, what your company is, and how this partnership will benefit both parties.
  4. Get some face time. Visit schools and explore the campuses. Observe classes. Be a guest speaker. Be a presence in front of the advisers, instructors, and students.
  5. Be consistent. Hosting a job fair once a year is not enough to continue attracting top talent to your company. Make direct connections and forge strong, continuous partnerships.

Internships

We believe in developing talent, which is why we offer paid internships in our creative, technology solutions, and printing departments.

Freelance Opportunities

We’re always looking to deepen our pool of talent. If you have skills in design, writing, marketing, web development, brand strategy, or anything else you think we might benefit from, we want to hear from you.

Total Principal Strategy

To engage secondary school principals, we produce Principal Leadership and Advise magazines in their entirety, including content, media sales, design, printing, and distribution. That’s in addition to managing the exhibit and sponsorship program for NASSP’s National Principals Conference.

Challenge

Beyond the end-to-end development of Principal Leadership and Advise, YGS manages the association’s media and event sales. To support both NASSP and the National Association of Elementary School Principals (another YGS client), YGS was tasked with developing the joint National Principals Conference and its exhibit and sponsorship program.

Results

Upon finding an agreeable structure for both associations for exhibit booth pricing, YGS developed the sponsorship program based on past sales history, while considering long-standing event sponsors to ensure revenue opportunities remained. Through managing the floorplan, aiding exhibitors in selecting booth space, and providing complete back-end exhibitor and sponsor support, booth personnel registration, and exhibitor enewsletter development, sales came in above preset budgets by 136% and exceeded the total budget prior to the event.

136% Increase

YGS placed 136% over its preset budget for both exhibit and sponsorship sales

“Our partnership with YGS has been very beneficial in serving the needs of the National Association of Secondary School Principals. Working with YGS on content, design, print, and media sales has helped streamline the development of the association’s two magazines, and it is a collaborative effort to ensure the success of the important messaging to our education audience that is distributed via the publications.”

⁠—Jennifer Jones, Account Strategist and Director of Communications, mdg


Something’s Brewing in Chocolatetown

To provide Hershey’s internal staff with a cool, rejuvenating coffee bar, we designed, produced, and installed the interior of the new Factory Grounds café. YGS also created collateral to support the café’s launch and upcoming events.

Challenge

Hershey was looking to open an internal café for its employees, with a branded look and feel while aligning with the Starbucks brand. The chocolatemaker came to YGS to design, produce, and install interior wall graphics, as well as branded collateral to promote the café’s launch and subsequent events. That collateral included tabletop boxes, menus, and promotional postcards.

Results

YGS design experts pulled together branded eye-catching wall graphics that now line the store. Our specialty graphics team not only ensured perfect printing of the graphics, but also completed the install themselves. Promotional collateral then came together flawlessly through design focused on the café’s identity, with a little help from the content team, who was able to step in with some wordsmithing.

Next Stop: Strategic Engagement

From ad sales, content development, and design through printing and fulfillment, we produce three publications for ABA: Destinations, a bimonthly magazine; Motorcoach Marketer, an annual membership directory; and ABA Today, a show daily distributed at ABA’s annual Marketplace event.

Challenge

ABA was looking for a vendor that could take over sales, content, design, production, and printing of its publications. To support the publications, everything from a sales team and media kit development to author assignments, editing, photo selections, layout, printing, and distribution was needed.

Results

Working collaboratively with ABA, YGS delivers the seamless end-to-end development of ABA’s publications. All deliverables are done in-house by YGS, allowing for more streamlined communication and increased efficiency. While the production of the publications is the basis of the original scope of work, because of our additional capabilities, ABA has awarded nonpublication projects to YGS, and the partnership continues to evolve.

“ABA’s relationship with YGS is truly a partnership. We continually add more projects into the relationship as they are a trusted resource. Working with the whole YGS team is a pleasure as we are all invested in ensuring our mutual success.”

—Melanie Hinton, Director of Communications & Media Relations, American Bus Association

Owning the Booth Space

To engage salespeople at a health care event, we designed and printed materials for an Aetna-branded booth. Using “Own it” as the campaign, we created a tower of branded cubes, a giant pin drop, and an interactive tablet game.

Challenge

Aetna came to YGS with a need to wow attendees at a health care-focused event. It was looking for a full campaign approach, including branded booth pieces and something special to captivate event attendees, all with a theme of “Own it.”

Results

YGS came through in a big way—literally—with design and specialty graphics working collaboratively. We designed and produced a tower of Aetna-branded cubes and a giant pin drop in Aetna’s signature purple to enliven the booth display. To top it all off, our technology team created a fun, interactive tablet game to engage visitors. Aetna was thrilled with the results, and our partnership continues with great success.

An Astounding Enchaînement

From strategy and design through printing and fulfillment, we helped The Perform Group to promote its A Business Duet online storefront, which features value-priced student apparel.

Challenge

The Perform Group, a dance and gymnastics performance apparel provider, was looking to promote Curtain Call for Class® program. Within that program, the company wanted to highlight its A Business Duet storefront platform for studios seeking to deliver apparel to students efficiently and cost-effectively.

Results

YGS delivered a full campaign, including strategy, conceptualization, design, specialty graphics, printing, and fulfillment. Through this approach, we developed an overall theme and style guide. We created marketing collateral—brochures and their envelopes as well as promotional boxes that contained free tights—to effectively reach The Perform Group’s targets. Working closely with The Perform Group from concept through delivery, YGS created and printed all materials in-house and executed the campaign seamlessly.

Redefining a 70-Year-Old Brand

We completely rebranded TEI by redesigning its logo, creating a full brand guide, and launching the new brand at TEI’s Annual Conference, which included specialty event signage.

Challenge

TEI, a leading voice of the in-house tax professional world, was looking to move away from a brand and logo that had been in use for upwards of 70 years. The Institute was in need of a complete rebranding initiative, including logo redesign, an accompanying tagline, and a brand guide to be used across its chapters—all to be presented at TEI’s 73rd Annual Conference.

Results

YGS worked hand in hand with TEI on a full rebranding initiative. Spearheaded by the conceptualization and design of a new TEI logo and tagline—a process during which we were in constant communication with the client—the rebrand extended to include variations of the new logo at TEI’s regional and chapter levels, as well as a full brand guide to be used Institute-wide. YGS continues to work with TEI as further necessary elements of the rebrand come to the table.

A Campaign for the Building PROs

We created several Wolf-branded direct mail pieces to help Wolf Home Products reduce the need to call certified and trained contractors—or “preferred vendors”—to recertify their Wolf PRO status every year.

Challenge

Wolf Home Products, a building materials supplier, came to YGS to strategize and deliver a direct mail campaign for its PRO certification. The ultimate goal was to allow for Wolf’s preferred vendors, or PRO-status contractors, to recertify their status through mail, rather than Wolf’s representatives prompting recertification by calling vendors.

Results

YGS delivered a decked-out campaign, complete with several Wolf-branded direct mail pieces, including the PRO certificates themselves, envelopes, letters from a Wolf executive, decking tally sheets, product sheets, and two separate postcards. This was a highly collaborative project to ensure we were meeting Wolf’s needs, and we did just that.

Eventful Educator Engagement

TESOL, an international association focused on advancing the English-teaching profession, needed YGS to create several eye-catching pieces to promote the ever-popular TESOL 2020 conference in Denver.

Challenge

TESOL came to YGS to promote its TESOL 2020 event, the latest installment of the organization’s annual conference. It needed deliverables in a variety of formats that not only touted TESOL’s position as the leader in its industry, but also stayed on brand and captivated potential exhibitors and attendees.

Results

YGS provided expertly designed, brand-consistent deliverables for both print and digital applications, including a poster, social media images, an event prospectus, and a full conference-centric style guide. This was yet another successful campaign in an ongoing, close relationship between TESOL and YGS.

Crystal Clear Strategy

YGS worked with WEF, an association for water and wastewater resource management professionals, to create a full campaign strategy and materials, driving home “The Value of Water.”

Challenge

WEF needed myriad collateral to promote its “The Value of Water” campaign, which aimed to educate the general public on the importance of water, wastewater, and stormwater resources in the United States and Canada. The campaign called for a poster, bill stuffers, public service announcements, and social media graphics.

Results

YGS came through swimmingly, designing all strategic deliverables and producing all print materials in-house. With WEF-provided statistics, the campaign materials were informative and used throughout WEF platforms, with some targeting a Canadian audience specifically. This was yet another effective effort through the hand-in-hand relationship between WEF and YGS.

Access Granted, Membership Boosted

Beyond the end-to-end production of TEI’s Tax Executive magazine, YGS engaged TEI members with an extensive membership campaign to not only boost membership, but also emphasize the importance of staying a member.

Challenge

TEI was looking to further engage its membership and recruit new members with a full campaign, so it came to YGS to get the job done. It was also looking for assistance in how to do so strategically, while meeting an aggressive timeline and staying within budget. TEI needed a set of recruitment tools for each of its 57 chapters.

Results

After much collaboration, discovery, and strategizing, YGS developed a collection of strategic marketing materials, including a marketing automation portal and campaign how-to guide. These materials can be used by TEI chapter leaders to successfully execute the campaign and optimize results. All materials—which were brand consistent and complaint—provided TEI and its chapter officials with a useful set of tools to recruit new members.

“YGS brought together outstanding creative and editorial talent to help scope out our vision for a global membership recruitment strategy; they accurately translated that vision into a comprehensive campaign, which met both our aggressive implementation timetable and budget. YGS’ collaborative approach made every interaction a positive one. We rely heavily on our chapters to recruit new members, and they are very enthusiastic to have this flexible set of tools ready for them to implement.”

— Eli Dicker, Executive Director, Tax Executives Institute

A Storefront, MAPped

YGS provided Erickson Living’s 20-plus retirement community representatives with the Erickson Branded Solutions storefront showcasing over 700 available products—with more to come.

Challenge

Erickson Living, which manages continuing care retirement communities for more than 24,000 senior residents nationwide, came to YGS with a need to upgrade its online storefront to a more scalable, customizable solution that would fit the company’s future business needs and improve user experience.

Results

YGS took the Erickson Living storefront to the next level with its MAP solution, sending users beyond the typical experience by launching additional time- and cost-saving functionalities. Upgrades to the site included a branded look and feel, mobile responsiveness, integration with fulfillment and production, real-time previews of variable content, and customized inventory and budget reporting.

Thoughtful, Resourceful Campaigns

WEF, an association for water and wastewater resource management professionals, needed YGS to highlight a couple of its water and wastewater management and recovery resource guides. YGS strategized and came through in a big way.

Challenge

WEF was looking to promote two of its regularly updated resource guides for its audiences, MOP8 and MOP11. Both campaigns needed guidance on conceptualization and tactics, as well as all complimentary deliverables, which included everything from print and digital ads to email blasts.

Results

YGS provided several engaging materials and helped WEF executive the campaigns flawlessly, first delivering the MOP8 pieces: print ads, digital ads, an email blast, a direct mailer, and a sign. Next, for the MOP11 campaign, YGS produced a print ad, a direct mailer, and two email blasts. All items were conceptualized, designed, and produced or printed in-house. This continued a successful relationship between YGS and WEF, leading to further collaborative campaigns in the future.

New Product Strategy? I’ll Take S’more

In conjunction with Hershey’s launch of its new S’mores experience, we designed and printed signage and a large-format window graphic, as well as created social media posts and a digital screen describing the product to support the oh-so-sweet launch.

Challenge

Leading up to the launch of Hershey’s S’mores, YGS was tasked with delivering a visual and digital experience that not only implemented S’mores into the iconic Hershey brand family, but also prompted audiences to want to dig into its take on a sweet and smoky American favorite.

Results

Working hand in hand with Hershey, YGS designed and printed signage and a window graphic—all in-house. To help promote the new initiative, YGS pulled together social media posts and designed a digital screen that described the product, exemplifying the theme of “Smoosh Your S’mores.”

Meet Our Forty Under 40 Honoree: Erica Reed

One of our Copy & Content team members, Erica Reed, was recently named a Forty Under 40 honoree by the Central Penn Business Journal. The award winners were chosen based on their professional accomplishments, leadership, vision, and community service.

Erica joined The YGS Group in May 2017 as a senior managing editor, bringing 15 years of publishing and marketing communications experience to a growing team of content experts. She has a bachelor’s degree from the University of Delaware and a master’s degree from Syracuse University, and she is a graduate of Leadership Harrisburg Area’s Community Leadership Series.

Here are a few more details about Erica in her own words:

What is your hometown?

Mechanicsburg, Pennsylvania, although I was raised in the suburbs of Harrisburg (on the other side of the Susquehanna River).

What would most people be surprised to learn about you?

I’m trilingual. I’m fluent in Italian, as my mom is native Italian. French was my minor in college, although I’d say I’m only conversational in French rather than fluent. I also run a local French conversation group through Meetup.com.

As a kid, what did you want to be when you grew up?

I’m not sure I actually knew that I wanted to be an editor or work in publishing, but I can remember spending hours in my room writing and illustrating “books” when I was as young as 10. I would even type them up on our ancient typewriter and then draw illustrations.

What are your top three favorite activities to do in your free time?

1. Baking, especially cupcakes and cake pops. It’s a creative outlet that combines my love of baking and arts/crafts.
2. Traveling with my husband to places near and far. My favorites include Kauai, Seattle, New England in the fall, Italy, and Switzerland.
3. Hanging out with our rescue pup, Penny, who bears a striking resemblance to the Target dog.

What’s the best mistake you’ve ever made?

The Harrisburg Cupcake Cup. What started as a baking challenge between three friends on Twitter has “accidentally” become a community cupcake competition that I run as a benefit for the Central Pennsylvania Food Bank. The 10th annual event was held on Oct. 14, featuring 40 contestants and 300-plus attendees. To date, the event has collected donations of more than $18,000 and 1.5 tons of nonperishable food items.

What is one piece of advice that you would like to pass on to others?

There are no wrong turns in life. Sure, you might get to where you’re going via an unusual or indirect path, but the journey is all part of the fun, and everything you do leads you to where you’re supposed to be. It might not be what you were planning—it might actually be better!

5 Often-Forgotten SEO Tips

Are you looking to optimize your SEO? It can be done without having to dig into the metadata. Here are five ways to do so.

Headlines (Ironic, isn’t it?)

Keeping headlines on your site to under 55 characters ensures they will be fully viewable in search engine results pages (SERPs). The more concise, sensational and descriptive the headline, the better. Misleading headlines, however, will certainly affect the site’s SEO negatively, as well as create a whole slew of other problems.

Publish only original content

If a search engine determines that your site includes content that is identical to content on another site—or even on a different page on your own website—that search engine is much less likely to list all occurrences in its results. At best, your site will be competing with other occurrences online. You do not want either of those consequences to be the fate of your site.

Comments

In the age of online trolling, the following tip may seem a bit reckless, but if monitored correctly it can certainly improve your SEO: encourage comments. That’s right. Do not remove the ability for site viewers to engage and comment on your site. By regular site viewers commenting and engaging in dialogue within your site, it becomes much more attractive to SERPs because it implies that viewers find your site valuable enough to engage with.

Our only disclaimer is that you must be vigilant for spam, fake profiles and other illegitimate comments. Remove these from the comment system in your site immediately.

Internal linking

Interconnecting your website by pointing visitors to other relevant pages within your site is a good way to wave down SEOs. Also, if you expected us to make it through this section without inserting our own internal link—say, perhaps, a link to a previous blog about microsites (a great tool in which you might implement these SEO tips, by the way)—you’d be poorly mistaken.

Backlinks, inbound links or incoming links

Backlinks, sometimes referred to as “inbound links” or “incoming links,” are hyperlinks to your website/content strategically placed on others’ websites in a coordinated effort to link back and forth between each other’s content. Backlinks let SEOs know that other credible sites are willing to connect themselves to you, and you to them, proving evidence of your site’s legitimacy and verification.

Requesting that other, reputable sites backlink to your site also opens the door to many other useful marketing benefits through possible relationships with other sites in your industry. You might plan to include a backlink to Site X’s content twice this week if they agree to also backlink to your content twice next week.

Check out our previous posts for more SEO tips where we cover everything from keyword optimization to backlinks and textual conciseness.

Do you ever find you don’t have enough time to optimize your website or microsite or SEO? Are you hoping someone else can write engaging, shareable, SEO-friendly content for your site? The YGS Group has an entire team of creatives ready to help. Just send Executive Vice President Jack Davidson a quick note and we’ll be in touch.

MAP: 10 Marketing Automation Questions Answered

Automation is becoming exponentially more prominent in today’s fast-paced marketing world. Basically, marketing automation is a set of technological tools utilized to manage multichannel and multifunctional marketing processes and campaigns. This often includes automating repetitive tasks or workflows that are designed to reduce human error and boost efficiency—and lead to increased revenue.

The YGS Group is no stranger to this here-to-stay phenomenon, and its MAP solution takes marketing automation to the next level. The simple explanation above does not begin to detail the capabilities and benefits MAP offers. So, let’s break this down by answering some questions.

  1. What is MAP?

To put it simply, MAP stands for marketing automation portal. It’s The YGS Group’s web-to-print solution for the development and deployment of marketing communications materials. Think of it as made-to-order marketing.

  1. What kind of businesses is MAP best suited for?

Any business that wants to boost their bottom line by making their marketing more efficient.

That includes businesses that want to better manage their marketing budget, corporations that want to increase efficiencies and control their brand, and companies that want to keep better track of their marketing inventory.

  1. What marketing materials can be deployed?

The most popular item is stationery—but that’s just scratching the surface. MAP can be used to produce business cards, mailers, flyers, brochures and any other collateral you could dream of, including billboards!

  1. How can users stay within their budgets?

Specific budgets can be set up and monitored for each office or department, and managers can control those budgets—as well as product offerings and approvals. With a streamlined and centralized process, users can more effectively allocate financial resources and track spending.

  1. What separates MAP from other marketing automation offerings?

Efficiency. It’s one central, password-protected location that teams can access from anywhere. With templates tailored to each customer’s needs, team members can easily select and insert data needed for each piece of collateral. Materials are offered in both print and electronic formats.

  1. Can those materials be branded?

Yes, and we understand the importance of that. Pre-established design templates with customer branding rules in place allow for ultimate brand consistency. Any changes or updates to a brand are centrally controlled, ensuring timely, legally compliant collateral and securing a time-to-market competitive edge.

  1. What kind of customization options are available?

Sites are customized to each user, allowing for a variable look and feel. From any location, users can personalize marketing materials to match their specific audiences. Through the use of variable data printing, that personalization extends to location information, mailing addresses, custom copy, choice of available brand mark and more.

  1. How can users keep track of all of this?

All collateral, campaign materials and related digital assets are all built into the offering, making it super easy to access and track activity, format selections, ordering frequency, volume and average spend.

  1. What kind of human support is available?

YGS has unmatched in-house MAP and technology solutions teams, dedicated specifically to making your experience as painless as possible. Starting at the initial demo, continuing through development and at any roadblock, these people are there for you and your team whenever you need them.

  1. How can marketing professionals request a demo?

Amy LaPorte, PMO director, is our go-to expert on all things MAP. She can guide you through how to best utilize this solution for your business. Contact Amy today to learn more about how YGS can MAP your marketing journey.

Amy LaPorte

PMO Director

717.430.2335

[email protected]

EXCEL Awards: Anatomy of a Gold-Winning Entry

Every year, Association Media & Publishing (AM&P) hosts the EXCEL Awards, which recognize excellence and leadership in nonprofit association media, publishing, marketing and communications. Since that is exactly what The YGS Group strives to do every day, earning an EXCEL Award is our version of acquiring the Holy Grail.

In the recent 2018 EXCEL Awards, YGS proudly won Gold for Promotional Content in the Special Report (Print) category. The winning project was the 5 Technology Trends to Watch book, which we created for our client, the Consumer Technology Association (CTA), a standards and trade organization for the U.S. consumer electronics industry.

With 5 Technology Trends to Watch being CTA’s most popular annual supplement, the organization was looking for a total visual transformation. In general, the supplement aims to engage CTA’s target audiences—technology media, entrepreneurs and consumers—with a strong emphasis on making it an easy-to-use resource for the media. This supplement was distributed as part of the 5 Technology Trends to Watch unveiling in October 2017 at the Innovate! and Celebrate global conference in San Francisco, and it was greeted by an immensely positive reception.

So, why did our revamped version win Gold? Let’s break it down:

  1. Bright, eye-catching colors and a geometric pattern-based design were used to breathe new life into the previously black-and-white publication of years past.
  2. Raised spot UV ink printed on the cover and interior pages gave the book a tactile and almost holographic feel that pushed beyond the design to emphasize the idea that this was a truly special piece. Bonus: We applied the spot UV coating in-house using our specialty graphics capabilities.
  3. A horizontal orientation and pocket sleeve were introduced to make the whole package feel special and worthy of holding onto.
  4. The angled pocket sleeve showcased the precision needed to print two separate pieces—the cover and the pocket—that needed to align with a detailed, pattern-based “5.”
  5. Clean and contemporary charts and infographics strategically placed throughout the book served to both inform readers and add engaging visual elements.

And that’s how it’s done! (Sorry, we just had to toot our own horn a tiny bit.) Obviously, we love what we do.

Do you need something redesigned? We have a whole slew of creatives on staff ready to help. Just contact [email protected] and we’ll be in touch.

Finding Out What It Takes to Work in the Industry

This post was written by Sara Mooney (pictured above at left), a secondary English teacher and digital media adviser at Susquehannock High School who participates in the York County Alliance for Learning’s Educator in the Workplace program. As part of The YGS Group’s continued community outreach efforts, we hosted Mooney for three days this summer to help her learn about all things content, digital, creative and media sales. Here are thoughts from her time at YGS.

As a secondary English teacher, I hear a lot of things from family members and students, especially complaints like: “High school is a joke. It doesn’t prepare you for the real world.” and “Why does this matter? I bet I’ll never use this again.”

Letting go of the insinuation from those comments that what I do “doesn’t matter” (I’m just molding and preparing the future of our nation and its workforce—la-de-da, I know), my response usually comes with a grain of salt and the understanding that not everyone has had a fulfilling high school experience.

My three-day experience at The YGS Group highlighted and pinpointed many traits and skills that students should to take with them into the workplace—no matter their future careers. It also provided me with sufficient  and valuable ammunition for my lessons. I boiled down this information into the following ideas:

  1. Communication skills are essential. If you are unable to send a respectable email back to a client, explain your actions on a certain project or sell your ideas to your boss, you will most likely not be successful in some area of your job. I suppose this is why English classes focus so much on written language and discussion communications. Perhaps.
  2. Time management and deadlines are part of everyday life. Whether writing freelance, finishing a printing job with saddle stitching, or giving an estimate or bid on a marketing plan, you need to be able to plan ahead, chunk tasks, organize tasks by priority and complete the given project by a deadline—or suffer the repercussions (money, reputation, etc.). Sounds familiar regarding essays, group projects and even reading deadlines, right? Hmm.
  3. An entrepreneurial spirit is key to standing out from the masses. Being able to assert yourself to acquire extra opportunities, modern knowledge or the latest training on your own shows grit and a stellar work ethic. You are not going to be held by the hand as you push yourself—you have to want it. I tell my students all the time that the best story or the best grades are not going to just walk up to you and beg to be written about or naturally occur just because you want them to; it takes initiative and effort. Then again, this is coming from “Looney-Mooney” (a nickname that some students have bestowed upon me), who is known for wanting “too much.”
  4. The best results come when you fall in love with the process. You have to find your own personal way to love the hunt, so to speak. If you are invigorated by the steps it takes to create a wireframe for a microsite or if InDesign gets you “in the zone” as you revamp a client’s branding, it’s obvious that you truly love your job. I have to say that I saw this natural passion at YGS in every department I interacted with. This comes down to knowing your strengths and honing them or simply investigating what is out there—inside and outside of your range of strengths and interests. If you are assigned a task that you aren’t crazy about, you have to be able to persevere and focus on the positives of accomplishing it. That is life.

Overall, I truly appreciate the time YGS took to host me, and I am ecstatic to speak with students about my experience and to further embed these traits and skills into my lessons. I want them to feel as if what they are doing “actually matters.”

Digital Ad Strategies Aimed at Reaching Consumers in 2018

Digital marketing strategies have been top-of-mind for a lot of consumers lately. Google just nixed pop-ups (including ads), Chrome got rid of auto-play and Cambridge Analytica’s discovered actions with Facebook users’ data ignited a global debate about privacy. 2018 has seen consumers—and businesses, by extension—questioning digital advertising in a way that might make you think the latest digital marketing trends are closer to mind control than a business approach. So, how do businesses connect consumers and clients in a way that actually reaches their intended viewers in 2018 without scaring off business? Below we dive into some digital marketing and advertising trends that have already been working wonders with our marketing agency in the new frontier of marketing and advertising in 2018.

Omni-channel Marketing

Omni-channel marketing is simply planning a buying experience for the modern consumer across multiple mediums—the way most consumers find it convenient to shop in 2018. It’s an experience that looks something like this: customer is introduced to product, usually via visual media (TV, YouTube, Facebook, etc.); customer researches product using desktop/laptop device; customer orders product on mobile device, customer has product waiting at brick-and-mortar store for pick-up. For instance, the office supply retailer Staples recently created an omni-channel strategy they refer to as BOPIS (buy online, pick up in store). The strategy allows their customers to shop on their mobile or desktop devices, purchase any item available in a store near them, choose to pay online or in-store, and then guarantee to pick up the product in a brick-and-mortar store as early as an hour from placing the order.

That harmonious transition the customer makes between desktop, mobile and their in-store experience isn’t something for marketers and agencies to steer customers away from and into a more singular platform of buying. Although past trends have seen businesses meeting customers on a single platform to begin and end a purchase all in one place via the same medium, recent years have shown that the today’s customer isn’t planning on ditching their mobile device, laptop or brick-and-mortar stores for a single platform just yet.

Chatbots

WhatsApp, LINE, WeChat, Telegram and Facebook Messenger are already outpacing, or quickly catching up to, the world’s biggest social networks. So, it makes sense that advertisers and digital marketing strategists are focusing their attention away from Facebook’s home page and sliding into your standalone DM (direct messaging) apps.

Customer service agents were recently introduced to Facebook’s standalone messaging platform, “Messenger.” In the first six months after Messenger was launched, there were approximately 30,000 chatbots connecting directly with consumers to do everything from solving customer service-related matters to suggesting and ordering Ubers for users, and even booking travel plans via Aeromexico and Expedia’s own chatbots.

Outstream Videos

If you’ve ever read an article on the internet, chances are you’ve seen an outstream video ad. Now that Google has narrowed the tools available to marketers and advertisers on their web browser, Chrome, utilizing outstream video in desktop web browsers has really been rising. As explained by AppNexus, outstream video, sometimes referred to as “in-read” or “native video,” is “a new video advertising unit that autoplays in a large format player whenever a user navigates to it within text content—even if the publisher doesn’t have their own video content.”

Since users can’t typically interact with outstream videos by clicking on them or engaging in the traditional sense, outstream video advertising ROI is difficult to track. Users simply pass by the video and watch the ad like a commercial intermission between paragraphs in an article. But, advertisers need not worry about whether their video ad is actually able to be seen when using outstream video, as was the problem with pop-ups and banner videos. Outstream videos only play when they are 100 percent viewable. When the user scrolls past the ad, the video pauses until the user brings the ad back into full-view.

Geofencing

Virtually all mobile devices used by consumers on a daily basis (i.e. cell phones, laptops, tablets, smart watches, etc.) are tracking and sharing the consumer’s location. This provides a new opportunity for digital marketers and advertisers by way of geofencing. Those using geofencing to market and advertise are able to capture the attention of mobile consumers near their business. This trend has been especially popular at trade events and publicized meetings where known thought leaders are flocking around a similar location and inevitably using their mobile devices.

Want to learn more about what our digital marketing and strategy teams can do for your company? Contact [email protected] for more information and insight, and as always, check back in for insights into the latest and greatest happenings in the marketing and advertising industry!

Conference Advice: Maximizing Your Booth Presence

Conference season can be a combination of exciting, arduous and expensive. Companies must be prepared to get the best return and leave a lasting impression, while making a plethora of critical decisions in what never seems to be enough time or enough budget. In this post, we’ve tapped into a YGS event expert to highlight the most crucial factors to consider when planning and executing your next event appearance.

First thing’s first: “There’s no ‘cobbling together’ an exhibit presence,” said Megan Brodbeck, account manager in Media Sales & Events for YGS. “It takes a significant amount of time to plan the strategies, goals and execution of an event presence.”

In planning, Brodbeck believes it’s vital to read your exhibit contract very carefully, as oversights can—and probably will—lead to last-minute or inflated rental costs or stress that could have been avoided. Take note of any rules and regulations set forth by the venue and exhibit hall, too, and as a rule of thumb, it’s never a bad idea to review the International Association of Exhibitions and Events guidelines.

As you continue to plan, it’s important to reserve your exhibit space as early as you can, according to Brodbeck. “Reserving your booth space as soon as possible will ensure a high-visibility position within the exhibit hall,” she said. “It will also ensure that your profile appears in all available digital and printed properties.”

And if your space comes with logo exposure, make sure your event manager has your logo prepared in a high-resolution format, Brodbeck added.

Another key planning step is ensuring that any representatives that will occupy your exhibit space are well-versed in your product or service offerings. Brodbeck strongly advises briefing your team with elevator pitches for those products or services, noting that your booth and team must be alluring, as well. “Ensure the booth staff looks the part in well-fitting branded garb or business attire. Your booth setup has to be clean and inviting, too,” she said. “Both are easy ways to make your brand look polished.”

As for your booth display itself, some low-cost, creative options can be utilized to easily attract attention to your booth space. Unique printed items, whether it’s interchangeable ad boxes that replicate a banner or backdrop, or cubes, either stacked or simply placed on a table top. These can add physical dimension and really capture the attention of attendees. For an even lower-cost option, consider going digital to engage your audience and draw in passersby. Something as simple as a tablet with a game, video or photo gallery can promote interactivity with your brand. Be sure to always take on-site photos of your booth and create social posts, not forgetting to include the event hashtag, your booth number and certainly, any branded booth materials.

Creative_Booth_Displays
YGS’s Agency Solutions team designed a push-to-booth strategy and on-site engagement, including an interactive trivia game, a brochure and other takeaway items.

Keeping cost in mind, what low-cost handout options are available to generate high exposure? Conferences often offer low-price point marketing exposure opportunities, such as registration bag inserts and general session chair drops, Brodbeck said. While these may cost a little bit out of pocket, they can yield valuable ROI when executed correctly. “When designing your marketing pieces, make sure to include some sort of call to action,” she noted. “That could be anything from a freebie at your booth to an invitation to your workshop or presentation, or even a coupon for a future purchase.”

Here’s one specific example: “Recently, we conducted a chair drop at an opening general session, which included a coupon for a free demo-sized product,” Brodbeck said. For the cost of approximately half of their contracted exhibit space, they exhausted their inventory of giveaways before the event was halfway over. Through smart spending and marketing strategy, they were able to maximize their ROI, boost traffic to their booth and generate a higher volume of leads.”

Cost aside, Brodbeck has seen some unique handouts through the years: a mini first-aid kit, Creole seasoning packets, mobile power banks and collector-series mugs, just to name a few. But what are some more cost-effective options? She believes a great way to stand out without breaking the bank is to give out a flyer that isn’t standard. “Think along creative lines. Something as simple as a cardstock flyer that doubles as a paper craft that attendees can sit on their desks or give to their children can be very effective,” she said, reiterating to always brand the handout with your logo, slogan and website.

With all of these factors to consider, there’s no question that the process of preparing for a conference can be strenuous. But taking the time to evaluate what works best for your company—and your budget—can save you stress and provide substantial return. In the end, it’s all about growing your business through building new relationships. “Ultimately, any opportunity to increase your odds of having worthwhile conversations with attendees will be an effective way to succeed with in-person events,” Brodbeck added.


YGS’s Agency Solutions team designed Samson’s trade show booth for ICUEE.

The YGS Agency Solutions team can support any of your company’s brand, print and marketing needs at its next event. To learn more, visit www.theYGSgroup.com/foryou.

Big Ideas in Printing, Personalized Marketing

Let’s face it, we live in a digital world, and that has spoiled us when it comes to personalized options. Case in point: When you order lunch from Panera via their website or mobile app, it’s ready for you on the pick-up shelf—with your name on it. When you move, you’ll start receiving special offers from many retailers, such as Lowes or your local pizza shop. And when you’re about to get married or have children, the retail floodgates seem to unleash a sea of coupons, samples and gifts from the likes of Target, Gerber, Pottery Barn and more.

Surely, these retailers must be psychic, right? What’s more likely is that they’re mining your data and using it to create an integrated shopping experience across all touchpoints, whether online or in store. Why? Personalization creates a more human connection—which we inherently enjoy. The added bonus is increased brand awareness and purchasing. In fact, a recent Infosys study found that 59 percent of shoppers who have experienced personalization believe it has a noticeable influence on their buying patterns.

The types of marketing collateral mentioned above are the very things that keep us busy 24/7—at YGS. You don’t think about it every day, but every envelope, poster, sticker, magazine and piece of product packaging is printed somewhere.

To support this demand, YGS recently made further investments in our digital printing technology by purchasing an HP Indigo 12000 digital press. As one of only a few companies in our region to have this type of equipment, we believe it illustrates our continued commitment to improvement, and it opens up a whole new world of personalized print possibilities for you.

How is it different? This new press can run a larger sheet size—20 inches by 29 inches—on a thicker stock and in seven colors. This will help us be more cost effective while producing award-winning quality pieces such as pocket folders, packaging, publications and posters—all with a personalized message. In other words, every piece that comes off the press has the ability to say, look at me with personalization and custom messaging. The impact is amazing, and regardless of your desired message and outcome, it’s a proven method that will differentiate you from your competitors and drive your customers to take action.

Want to learn more about what our new equipment can do for your company? Contact [email protected].

Cheers to TEI’s Midyear Conference!

YGS teamed up with Tax Executives Institute (TEI) for another great Midyear Conference. YGS is currently working on a strategic rebrand for TEI, so this time around at the conference, we captured man-on-the-street footage and wrote and directed member testimonials to integrate into brand launch activities planned for later this year. YGS was also able to leverage the captive audience at the conference party with a “Cheers to TEI” activity during which members could express how they feel about TEI with words collected during brand discovery sessions conducted earlier this year. TEI is an incredible strategic partner, and through our various projects with the Institute, YGS has forged great relationships with our key TEI contacts and institute members.


Greetings from Central PA: 12 Last-Minute Gift Ideas

The pressure’s on: Time is running out to find a thoughtful gift for your most beloved people! Luckily, we’re here to present you with a few of our favorite things—12, to be exact. These items also happen to be produced locally in either York County or neighboring areas of Central Pennsylvania. From all of us here at The YGS Group, we wish you a happy holiday and a fruitful new year!

1. Handcrafted Pickles

EPIC Pickles, Yoe

More than the ordinary pickle, these dills are kicked up with flavors like garlic and even ghost peppers. Plus, EPIC is pickling veggies, like asparagus, okra, string beans, and cauliflower.

2. Spice Blends
Calicutts Spice Co., Lemoyne

From an adorable shop in Lemoyne, these spice blends are handcrafted using responsibly sourced spices from around the world.

3. Gourmet Popcorn
The Popcorn Loft, York

This gourmet popcorn is made fresh on-site in any flavor you can imagine—from kettle corn and sea salt caramel to bacon cheddar and s’mores.

4. Decorative Signs & Gifts
Primitives By Kathy, Lancaster

Whether purchasing online or from the wholesale store in Lancaster, Primitives By Kathy’s decorative signs and gifts feature witty sayings and whimsical artistry.

5. Cooking Classes
Caputo Brothers Creamery, Spring Grove

This local creamery makes Italian cheeses that are distributed in stores and restaurants all across the U.S. Give the gift of a cheese-making class or cooking class to learn all the delicious secrets.

6. Artisan Nut Butters
Blind Spot Nutbutters, York

These all-natural peanut and nut butter blends are bursting with flavors such as Gingerbread Cookie and Coconut Macaroon. All varieties are gluten-free and many even fit the Paleo diet.

7. Magazine Subscriptions
Susquehanna Style, East Petersburg

Gift the Susquehanna Valley’s lifestyle magazine to share the best of what the region has to offer, including dining, shopping, arts, and culture.

8. Sauces & Salsas
Torchbearer Sauces, Mechanicsburg

A collection of all-natural sauces—such as Oh My Garlic! and Zombie Apocalypse—will cater to all palates. They’re available online or at locations throughout Central Pennsylvania.

9. French Macarons
Bistro Barberet & Bakery, Lancaster

From apricot and blackberry-violet to pistachio and coffee, these colorful and delicate handmade macarons are as much art as they are dessert.

10. Specialty Soaps
Sunrise Soap Co., Gettysburg; Lancaster; York

Sunrise offers small-batch soaps made with high-quality fragrance oils and butters, as well as eye-catching artisan soaps created with only natural colorants.

11. Pretzel’s & More Homemade Baking Mix
Auntie Anne’s, Lancaster

Bring Auntie Anne’s pretzels to your kitchen with this step-by-step baking kit. It’s available at many retailers, including Amazon, craft stores, and select grocery chains.

12. Craft Beverages
Wyndridge Farm, Dallastown

What started as a cidery now offers hard cider, beer, and farm sodas. With favorites like Crafty Cranberry cider, Barn Dog imperial porter, and Crafty Cream soda, Wyndridge has all your bases covered.

YGS Customer Service: It’s All Gravy

Thanksgiving is one of the most celebrated holidays in the United States, with millions of people gathering with family and diving into the pit of shameless gluttony that is the turkey day feast. Another benefit of the holiday not often overlooked is the opportunity to leave work on the preceding Wednesday and not return to the office until the following Monday. At least, that’s how it works for most associates at The YGS Group.

During the five-day weekend, print operations run as if Thanksgiving week were any other, and hard at work are the people who put in the time to make sure orders are completed on schedule. But how are things moving to print without the other associates in the building? How are orders supposed to continue on time and finish cleanly? That’s where customer service comes in.

YGS Customer Service Representative (CSR) Ethel Dietzler says the fourth quarter, in general, is the busiest time of year. Add on top of that the holidays that fall within that quarter, and the challenges loom inevitable. “For customer service, and production overall, the holidays aren’t any different than the rest of the year,” Dietzler says. “Some clients may be out of their offices before Thanksgiving. … However, there are many who are not, and we do not lack work this time of year.”

Because of the increased workload, no two CSRs are allowed to take weeklong vacations at the same time. Dietzler knows this is needed to keep things moving for clients: “This is necessary to give our clients the service they’ve come to expect, and keep the work moving,” Dietzler says. “If one of us is on vacation, our work must still be processed efficiently and on time.”

Amber Nalls, another veteran CSR at YGS, agrees. She, like all effective CSRs, makes sure she is on the same page with clients, as well. “Reduction in manpower can significantly alter production schedules,” Nalls says. “Review those projects with your customer and production leads to have all items buttoned up prior to vacations.”

Preparation and communication to the covering representative are also key when one of the them is out. Nalls stresses that importance, too: “In leaving notes for a covering CSR, you could neglect to leave a vital instruction, resulting in a missed schedule or incorrect finishing of a product.”

Dietzler adds that it goes beyond just the covering CSRs. “Not discussing a project that may require special print or finishing with the production and manufacturing staff could be disastrous,” she says. “Reviewing the job before it’s processed for proofs and making a plan are the best ways to approach the project and the only ways to guarantee a great outcome.”

That’s the attitude all CSRs at YGS need to have, and surely, they do. It can undoubtedly be stressful at times, particularly during large holiday breaks, such as Thanksgiving. But when it’s all said and done and 2018’s knocking on the door, you know the CSRs at YGS will have made it all work with as few bumps in the road as possible. So, while most of us will be bearing food babies and napping away the turkey, stuffing, and pie, be thankful that YGS CSRs are there to make it all gravy for you.

Thaddeus Stevens Students Get a Glimpse of Work Life at YGS

On Nov. 1, five students from Thaddeus Stevens College of Technology’s Graphic Design and Printing Technology program visited The YGS Group’s York location. It was an opportunity for the students to learn about our collaborative services and witness the inner workings of our print operations.

In an ongoing effort to connect with the community and prepare the next generation of employment, YGS opened its doors to the student group and program instructor Michael Brady.  YGS Preproduction Manager Steve Kahley facilitated the tour, guiding students through each print department to view the equipment and interact directly with YGS associates. Yvonne DeSalle, vice president of associate engagement and talent development, was also along to answer questions.

Guests even met Abigail Martin, a Thaddeus Stevens graduate and the first participant in the YGS apprenticeship program. Abigail has been with YGS since May, and she was able to tell the group what the experience has done for her personally and professionally.

“When I came out of school, I had so much knowledge, but I’ve learned so much more here than I ever thought I could,” Martin said. “Being under YGS’ wing has been super-beneficial for me.”

After the tour, the group sat down with a few director-level associates, who explained a bit more about the other services offered by YGS. The students’ response to the visit was beyond positive.

“My experience today was amazing,” said Devante Pugh, a student who practices screen printing and started his own clothing line. He particularly enjoyed the Specialty Graphics department: “I’m more of a creative, and I was glad to hear that they get the opportunity to really create stuff for customers.”

Nate Weidinger, a second-year student and marketing intern at Thaddeus Stevens, also expressed enthusiasm regarding the visit: “All in all, I learned a lot of new stuff today. … I even got to see the system and inside one of the machines. It was definitely a lot of fun.”

While the students clearly learned a lot on the visit, Thaddeus Stevens has been building a foundation of knowledge. When asked if what they saw on their visit was reflective of what they’re learning at Thaddeus Stevens, the students simultaneously answered, “Yes!”

For more information on The YGS Group’s efforts in education and the community, and to see how you can get in involved, please contact Yvonne DeSalle, vice president of associate engagement and talent development, at [email protected].

11 Ghoulish Grammatical Errors That Give Us Terrors

Not everyone is a writer or editor, but we all have to string a few sentences together from time to time—whether for work or in our personal lives. So, we asked our Content & Copy team members for grammar boo-boos that make them want to scream, and how to avoid them. Think of these tips as our Halloween treat to you.

1. Referring to a Company or Entity as “They”
Simply put, “they” is a plural pronoun, but a company is not a plural entity. In other words, the company is “it,” not “they.” For example:
Incorrect: Company XYZ announced they are launching a new product.
Correct: Company XYZ announced it is launching a new product.

2. They’re / Their / There
These three words each serve a purpose:
“They’re” is a contraction of the words “they are.”
“Their” is possessive, indicating that something belongs to them.
“There” is a location.

3. You’re / Your
Likewise, make it a point to use these two correctly:
“You’re” is a contraction of the words “you are.”
“Your” is possessive, indicating that something belongs to you.

4. It’s / Its
And here’s another similar one:
“It’s” is a contraction of the words “it is.”
“Its” is possessive, indicating that something belongs to it.

5. i.e. / e.g
Many people tend to use “i.e.” and “e.g.” interchangeably, but in reality, they have very different meanings: “i.e.” means “that is” and is used to clarify or elaborate on something, while “e.g.” means “for example” and is used to state an example.

6. Two Spaces After a Period
While this one might not be truly grammatical, it’s definitely a pet peeve of many editors. In school, you may have been taught to use two spaces after a period—something that stems from the days of typewriters—but don’t do it! It’s an outdated practice and just plain doesn’t look good.

7. Need + Passive Participle
This one seems to be painfully common in Pennsylvania, although I’m sure it’s found in other parts of the country as well. Please don’t leave out “to be.”
Incorrect: “My car needs washed.”
Correct: “My car needs to be washed.”

8. On Accident
Just for the record, something never happens “on accident,” but rather, “by accident.”

9. Incorrect Use of Common Phrases
To maintain the utmost respect, make sure your popular sayings are correct. Here are some commons ones that are often misused:
Incorrect: “Nip it in the butt” / Correct: “Nip it in the bud”
Incorrect: “I could care less” / Correct: “I couldn’t care less”
Incorrect: “For all intensive purposes” / Correct: “For all intents and purposes”

10. Misusing Ellipses
Ellipses—those three little dots—are intended to indicate omissions in a quote or text. That’s it. They’re not supposed to double as commas, periods, question marks, or any other punctuation.

11. Affect / Effect
Both of these deal with one thing changing something else. However, keep this in mind:
“Affect” is a verb, which shows the act of changing.
“Effect” is a noun, which can be used to talk about the actual change.

Reflections From the YGS Design Team

At The YGS Group, the Marketing Services department comprises multiple teams of talented associates who deliver quality—often artful—solutions to its clients. Behind the scenes, there is a team of assiduous creatives, often working from a simple concept to realize the visual aspects of those solutions. These art directors are consistently innovative and versatile, which speaks volumes within the results. The YGS design team is truly above and beyond.

But as artists, it’s unfair to lump all creatives together as one. Each designer has a thought process of his or her own that separates one from another. Each has differing strengths and weaknesses, and each draws from various inspirations in their own unique way. So, let’s get inside the brains of a few of these professionals to see what drives them and makes them the individual artists they are:

“I look at good and bad design for inspiration—what works and doesn’t work. Whether it’s leafing through a design magazine or Pinterest, or walking through a department store, I’m always aware of what’s around me. It’s good to look current, but trends change so fast. So, I always incorporate good design fundamentals as a foundation, include something that is timeless so it won’t become dated, then if appropriate, pepper something trendy within the design.” — Michael Vucic, Senior Art Director

“I really enjoy the moments when you are working through a design and it starts to click. Whether it’s a cool type treatment or a fun infographic, the point at which it all starts to become clear is what I strive for in every design. … I try to be open to all styles. I feel the project dictates the design and style. What works for one, might not work for another. So, I try to go into each project with an open mind, ready to listen to the details to determine the style. That being said, I try to follow the ‘less is more’ philosophy.” — Zon Buckley, Art Director

“I love when I’m presented with a challenge to do something new, or to figure out something complex. As art directors, we’re often tasked with putting visuals to complex ideas or thoughts, and making sense of them so that they communicate clearly to the end user. I especially love when we need to take something that doesn’t seem super interesting, and after adding art or illustration to it, the project morphs into something fun or unexpectedly clever.” — Jason Deller, Art Director

“I find that my personal design style usually leans heavily on typography. When I search for inspiration, I am most drawn to those pieces that utilize type that marries well to an image, rather than just being used on top of a nice image. I think finding the right visuals is a great first step, but typography can take a project across the finish line. I remember sitting in a critique attending college, and one of my peers commented that one project looked like the designer ‘just typed the type out in Word.’ It made me realize that if I leave type looking unfinished, there is nothing that separates me from someone who may have the computer programs, but doesn’t have the eye and knowledge to really use them to their fullest potential like a well-rounded designer might.” — Megan Meckley Hacker, Art Director

This team is led by Creative Director Serena Spiezio, who is proud to head a group of such talented individuals:

“It’s always exciting to see what the designers come up with after our concept discussions. We spend hours discussing how to tackle marketing projects, and then they go and work their magic,” Spiezio said. “Each designer has a unique style and process, almost like a fingerprint. I am always impressed and constantly wowed by what they come up with. So, in short, my favorite aspect is witnessing their unique creations.”

Apprentice Spotlight: Abigail Martin

Last month, we introduced our budding apprenticeship program, which is a means of recruiting fresh talent to The YGS Group. Now, we want to introduce our newest apprentice: Abigail Martin. She started in May—just one week after college graduation—as an apprentice mail list processor in the Client Services department. Abigail kicked off her three years here by shadowing various jobs in the company, allowing her to learn the business firsthand from the ground up.

Name: Abigail (Abby) Martin

Hometown: Lititz—America’s coolest small town

College: Thaddeus Stevens College of Technology, class of 2017

Major: Graphic Communications & Printing Technology

Hobbies: I love collecting and listening to vinyl records. I’m just starting to do this, so right now I mostly have ’80s stuff. Newer records are usually more expensive, but I plan to grow my collection.

Favorite movie: I can’t talk about it. (Fight Club)

Favorite font: Helvetica or Futura

Best advice ever received: My brother once told me, “Every good person will learn from the mistakes that they make.”

Professional/community affiliations: I’m not really involved in much yet, since I just graduated. But I would like to join the Susquehanna Litho Club, an organization for local printing professionals.

Favorite job/task at YGS: My favorite area so far in the company has been shadowing the pressmen.

How she got here:
I took the only two photography classes that my high school offered. I was also introduced to graphic communications there, so I took both courses they offered as well. I really enjoyed screen printing in high school, so my teacher told me I should further my education at Thaddeus Stevens. One of my college professors let me know about this position, so I went for it!

Professional goal: My current ultimate career goal is to be a pressman—or presswoman, I guess. I hope to achieve that here at YGS within a couple years or so.

The Positioning Power of Agency Accolades

As soon as we leave the womb, we’re being conditioned to win praise—it’s a basic tenet of American culture. From collecting gold stars to making honor roll, these accolades begin to shape your “worth” as a student and an individual. Heck, even the family dog gets a report card with commendations (and a treat) after a stay at the kennel.

Now let’s move to the business sector. While shopping on Amazon, products with four- and five-star ratings—and lots of them—can make or break your purchase decision. When seeking a new dining experience, you might be won over by a restaurant with an off-the-chart Zagat score or a Michelin star status. And Broadway shows that rack up Tony Awards seem to become irresistibly popular. (Just try to buy tickets for Hamilton and you’ll see what I mean.)

This phenomenon is no different in the marketing world. Given the choice of two equally talented advertising agencies, wouldn’t you choose the one with a collection of Clio Awards or American Advertising Awards (formerly the ADDYs) under its belt? Of course you would. But the question is, “Why?”

For one, awards provide instant credibility. The fact that a longstanding, highly revered organization, such as the Clios or the American Advertising Federation, would choose to recognize an agency for its work is huge. It can help you win new business and it can reassure current clients that they have indeed made the right choice by partnering with your agency. Happy clients talk, and that word of mouth can also lead to new business.

That leads to the next point: differentiation in the marketplace. The advertising and marketing industry has a seemingly endless number of players, all of them trying to win a finite amount of business. They’re essentially in survival of the fittest mode. Awards set your agency apart from the pack and, therefore, help drive business to your agency.

Along with fame comes the press, which is a good thing. You absolutely want to soak in the free press for your agency, especially because it raises client visibility, too. If you want to take it one step further, make the most of this opportunity by distributing press releases—touting both your agency’s and your clients’ achievements. Making your clients look good will make you look good.

Speaking of looking good, our YGS design team recently won several awards—two Excel Awards from the Association of Media & Publishing and an Azbee Award of Excellence from the American Society for Business Publication Editors. Congrats to our clients, the Tax Executives Institute, the Water Environment Federation and American Collectors Association International, for these honors!

The YGS Group Earns National Recognition at EXCEL and Azbee Awards

YORK, PA — The YGS Group, Inc. is proud to announce the recent award recognitions, received for excellence and innovation in association media publishing and design.

The company earned two EXCEL Awards at the Association Media & Publishing’s (AM&P) 37th annual gala on June 26 in Arlington, Virginia. The EXCEL Awards program is the largest and most prestigious in the nonprofit association sector, recognizing excellence and leadership in media, publishing, marketing and communications. More than 200 awards were presented in both print and digital categories.

In May, The YGS Group was recognized in the American Society for Business Publication Editors’ (ASBPE) Azbee Awards of Excellence. The Azbees spotlight editorial, online and design excellence in magazines, newsletters and digital media.

“In everything we do, our client organizations come first—we want them to have the absolute best service and best results. Satisfied customers resulting in sustained relationships is our livelihood,” said Jack Davidson, vice president of marketing services. “The fact that we’re being recognized for doing a job well done is simply icing on the cake. It’s the ultimate validation for our team and our company.”

The YGS Group’s recent awards include:

Silver – AM&P EXCEL Awards
Category: Promotional Content: Integrated Mixed Media (Membership)
Association: Tax Executives Institute
Item: Membership Campaign

Silver – AM&P EXCEL Awards
Category: Promotional Content: Direct Mail – Single Piece (Other)
Association: Water Environment Federation
Item: MOP 11 Direct Mail Piece

Regional Bronze Award – ASBPE Azbee Awards of Excellence
Category: Magazine Design, Upper Midwest
Association: American Collectors Association International
Publication: Collector, “How to Win Clients” (April 2016 issue), “Is Your Head in the Cloud?” (May 2016 issue)

About The YGS Group
The YGS Group, Inc. is an integrated communications firm focused on marketing strategy and implementation. Our primary areas of focus are marketing services, publishing solutions and print operations. YGS services include brand strategy, communication, social media, and content strategy, design, digital and mobile marketing, content marketing, audience analysis, editorial, event marketing, media sales, content sales and licensing, mailing and fulfillment, as well as the continuing full range of digital, offset and large format print services. YGS has offices in York, Pennsylvania; Seattle, Washington; and Hershey, Pennsylvania.

More Information
The YGS Group: theYGSgroup.com
EXCEL Awards: amp17.org/excel
Azbee Awards: asbpe.org/azbee-awards

YGS as a Content Leader at the MM&C Conference

The Marketing, Membership and Communications (MM&C) conference, a program of the American Society of Association Executives (ASAE), was held May 2 – 3, 2017 at the Walter E. Washington Convention Center in Washington, D.C.

If you’re not familiar, the ASAE is the association that supports those who lead associations that support specific industries. Attending members came together, as they do annually, to learn, network and re-energize in their pursuit of best practices and new ideas for promoting their organizations. Growing their organizations and feeding the communication and content stream to their members is a high-on-the-radar focus for the association sector, and content was the topic that our own group from The YGS Group addressed.

As content leaders of one of the conference’s learning labs, Jack Davidson, Annette Gray, Matt Roy and Susan Welter formed the panel that covered the multi-angled story about how to optimize digital content properties for revenue.

Content—a requirement for every company and organization today—is a tricky thing for nonprofit organizations. Needed and required to sustain their information-seeking audiences, content in various forms is at the core of membership-benefit platforms. It requires dedicated monetary and human resources to produce original content worthy of readers’ notice. Pair this with the ongoing and consistent effort it takes to sustain the content pool, and this often proves to be overtaxing on the stretched-thin, nonprofit staffs, which are often already wearing multiple hats.

The group from YGS approached the topic in a systematic fashion, with each panelist speaking respectively to some component on how to go about planning, constructing and filling up your house of content. And once filled up with objets d’art and content sustenance, how to get the house party started and increase traffic in and throughout digital properties. With the packed party in place and visitors returning regularly, the final step and key component—how to sell around the ongoing party—showed conference attendees that it is achievable as a sustainable and scalable plan for filling and refilling the content pool and generating revenue for the organization. Highlighting a website as the example, the group also conveyed how the same approach could be applied across digital newsletters, publication microsites or any regularly distributed content asset.

Although each step is equally essential to success, the core is obviously the content, and if approached haphazardly, it can produce little or no impact. It can even be detrimental to an organization if the content does not effectively represent the group and what it stands for. Just as carefully as you would curate and decorate your own home, your organization’s digital home should represent the values, ideals and brand-supporting messaging that will keep your visitors engaged, returning and inviting their friends to come along.

It starts with a plan for the party. And just like any good party, you’ll feel it when your strategic planning has paid off, and the room is buzzing with the energy of well-fed, happy guests.

For a copy of the full presentation click here.

Net Neutrality Explained

Conversations around net neutrality have cropped up periodically since the proliferation of the internet. Lately, these conversations have once again wiggled themselves back into focus, sparking debate on the implications of amendments to current law.

For some, net neutrality brings about confusion, as it’s not always made clear exactly what the term means. To use an analogy, let’s replace the word “net” with the word “electricity”— electricity neutrality. Your home power provider sells you electrical service at a monthly cost. As long as you continue to pay that bill, you are free to do whatever you would like with the power provided. The power company is not allowed to dictate how you use your power, what you use it for and the rate at which you consume that power—the power company is neutral to your usage. So, there are typically two options available to you—have a home with electricity or have one without.

Now, re-insert “net” in place of “electricity” and you have the basic concept of net neutrality. As it stands right now, internet service providers (ISPs) are like the power companies in that they are not allowed to dictate what websites you access, from what device you use the internet or the amount you use the service. On top of that, no ISP can alter any website’s accessibility, based on your connection. And just like your electric bill, if you pay your internet bill, you are free to use your internet service as you wish to use it.

Enter the current discussion surrounding net neutrality. If there were legislation eliminating the requirement for ISPs to be net neutral, companies could agree with ISPs to have their web content accessible at a certain speed, depending on the level of subscription. To clarify, the ISPs would be able to offer different tiers of internet connectivity, with certain websites available at varying speeds, depending on the subscription. Theoretically, lower-level subscribers would not receive optimal access to certain websites at optimal speeds, and higher-level subscribers would be able to access more at high speeds.

But it’s not just individual subscribers that would be affected. ISPs could also throttle access to companies that do not pay for higher performance. For instance, an association website would potentially be slower than an enterprise-level site that pays an ISP for higher connectivity and performance. Companies would be faced with the option of having to pay for users to access content at high speeds or the option of keeping users at a level of accessibility with inferior performance.

Companies such as Google and Facebook oppose any legislation eliminating net neutrality, while AT&T, Comcast and IBM have been detractors. As these large corporations have been and will continue to be on the frontlines of the debate, it’s important for all of us to be aware of potential legislative adjustments, regardless of the side they would favor. As the consumers of internet service and customers of the ISPs, it’s site owners, content providers and individuals who will feel the effects.

Fostering Future Talent With Apprenticeships

Do you know your employer brand? Does it accurately portray your company in the career marketplace? Is it maximizing your ability to recruit talented individuals? If not, how do you bridge that gap?

These are some of the things we asked ourselves during a recent strategic planning session. What we realized right away is that many people in the community didn’t truly know and understand The YGS Group and everything we do. Sure, we had a longstanding reputation for print operations, but over the years we’ve expanded to include much more in terms of marketing services and publishing solutions. However, when it came to bringing new talent to our workplace, we didn’t feel as if we were necessarily seen as the integrated communications firm that we are today.

Even more, we wanted to ensure that we developed multiple channels for recruiting talented professionals. Essentially, we were looking to create a widespread network for continuous recruitment.

“We faced many challenges in our previous approach to recruitment that left us with a significant talent gap,” said Yvonne DeSalle, vice president of associate engagement and talent development at YGS. “We now focus on forecasting our needs for talent, increasing our visibility in the local markets, and continuing to foster awareness through targeted outreach efforts and program offerings, such as apprenticeship initiatives.”

As part of this push, DeSalle has been leading YGS’ community outreach, particularly with regional colleges. Currently, YGS has relationships with Thaddeus Stevens College of Technology in Lancaster, Pennsylvania College of Technology in Williamsport and Millersville University in Millersville. These academic partnerships go beyond simply attending career days, to include connecting with lead professors on campus, and contributing to programs of study.

Where do apprenticeships come into play? The hope is to eventually integrate our company into the colleges’ curriculums such that YGS can provide the applied field experience as a complement to classroom instruction. Naturally, the three colleges mentioned above are just a starting point for this growing initiative.

“Apprenticeships are not new,” DeSalle said. “They are a tried and tested approach to attracting new associates, as well as a supportive structure for developing existing associates.”

But let’s rewind. Right now, YGS has a pilot apprenticeship program for the areas of press, bindery and mail list processing. There are four employees (We’ll introduce them to you in later posts.) who have three- to four-year commitments for career paths in those areas, although these apprenticeships are not yet affiliated with college programs—that’s in the works for future apprenticeships.

Meanwhile, we are working with the Pennsylvania Department of Labor (DOL) to approve our pilot program. DOL approval would allow YGS to apply for grant dollars to offset program-related costs. For the candidates, it would enable them to receive DOL journeyman certifications. We are also in the process of registering our apprenticeships with the Pennsylvania Apprenticeship and Training Council.

It’s a win-win scenario: We are able to attract and personally train talent, and the skills they learn will be a match to the company’s future needs. Apprentices earn money while they work toward a viable career path at a company that values its employees and works to create a happy and rewarding culture.

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