Case Study:
Print Services & Distribution Association (PSDA)
Brand Strategy and Marketing
Plan to Adapt to a Changing Industry
CHALLENGE 
Technological innovations have had a dramatic impact on the print services industry over the last several years. While businesses in the industry focused almost entirely on form development in the past, changing business models resulted in a strong shift toward distribution and comprehensive printing solutions. That changing business environment left the Document Management Industries Association (DMIA) in a precarious market position. As a trade association that saw itself as an industry leader and an authoritative resource for its members, DMIA felt that its name no longer resonated in this new era of printing services. To accompany a new name, the association also felt that it needed a new brand identity to help clearly define its position in this evolving market.
DMIA sought McKinley’s expertise in developing a branding strategy and marketing plan that would:
- Establish an appropriate and powerful name that would resonate with members and prospects;
- Distinguish the organization’s primary brand attributes;
- Instruct the rollout of the new brand identity, including detailing audiences, timing, messages, channels and collateral quantities.
APPROACH
McKinley conducted a comprehensive research study consisting of telephone interviews with volunteer leaders and non-members, four focus groups with members, and an electronic survey of both members and non-members. McKinley also collaborated extensively with DMIA staff, including facilitating a branding exercise and internal SWOT (strengths, weaknesses, opportunities and threats) analysis.
McKinley used the information to not only determine DMIA’s strongest assets based on market perceptions, but also to help pinpoint the traits that help distinguish the organization’s brand identity. McKinley developed a list of brand attributes–both current and aspirational–and developed recommendations for defining DMIA’s core purpose and organizational goals based on this new identity.
Finally, McKinley recommended ways to verbally communicate its identity through a new name and marketing strategy. In addition to a detailed marketing plan that included an implementation schedule, McKinley made a number of suggestions for a new organizational name. The top suggestion was the Print Services & Distribution Association (PSDA), based on member and non-member feedback.
RESULTS
The organization agreed with McKinley’s suggestion and changed its name in 2007. PSDA unveiled its new organizational identity to attendees of the 2007 Print Solutions Conference & Expo. The association also revamped its website and created a launch video to roll out the new identity and display its dynamic, future-focused brand and commitment to members and the print services industry.
"McKinley Marketing helped PSDA develop a comprehensive plan to identify and rollout our new brand. Additionally, McKinley’s Jay Younger worked with the PSDA Board of Directors to ensure there was proper due-diligence and consensus. McKinley did an excellent job.”
Peter A. Colaianni, CAE
Executive Vice President, PSDA