Did you know 17 different sign industry trade association cover all of the USA and Canada? The associations are made up of directors, board members and spectacular volunteers. Our industry is equipped with this fantastic collection of talented people who hold endless meetings, plan and host creative events and pour back into its members each year.
It’s key to understand what your potential membership to a trade association could bring to your company and personal growth. Recently, I had the pleasure of gaining some insight from several of our associations’ directors. If you’re on the fence about joining, continue reading below to understand the plethora of benefits that was waiting for you with a membership.
Here’s a quick introduction of the associations and directors represented in this article:
Mid-South Sign Association (MSSA): Annie Nabors
Nabors: “I joined the Mid-South Sign Association staff in 2018, starting as the Marketing and Membership Director. In the fall of 2021, I transitioned into my current role as Executive Director, continuing to support and grow our incredible membership.”
Sign Association of Canada (SAC): Karin Eaton
Eaton: “I started in this role in January of 2020. However, I have been with the association since December of 2014. I began as the Director of Government Relations and then became the Executive Director of the Ontario Sign Association.”
Southern States Sign Association (SSSA): Christina Welty
Welty: “I have served as the Executive Director of the Southern States Sign Association since 2018. Additionally, I have been in the association management field since 2003.“
Many join an association for the sole purpose of attending the local and national events but consider what other key benefits you might be missing out on.
“While networking is a big part of any association, access to resources is a close second,” says Welty. “There are so many benefits open to our members including an HR hotline, social media member spotlights and a membership directory (searchable by location, name with over 40 different products and services). We encourage members to support other members using this vital tool.”
Expanding on this, Sign Association of Canada’s Eaton continued.
“Education, professional development, advocacy, various discount benefits, promotion, job boards and leadership opportunities are just a few of the benefits we offer. I could even go on. We have built a community. Our events, which are tailored specifically for the sign industry, allow our members to get to genuinely know each other,” says Eaton. “It’s not one and done. And you see when you arrive at one of our events, be it in Canada or the US, I see members be sincerely happy to reconnect and catch up. They will ask about each other’s family members and then they talk shop. I love it!”
The communities built and maintained by these associations are fortified by the associations’ directors and board members.
“I believe the relationships built through MSSA membership is our most valuable benefit. While often framed as networking, it goes far beyond that,” says Nabors. “In an industry that is both niche and expansive, our members consistently find support, solutions and camaraderie as they navigate common challenges.”
All of the associations are uniquely different. This is achieved by the various boards to support and make the most impact for its members.
“SSSA was the first affiliate association to offer a Signage Bootcamp in conjunction with our fall conference,” says Welty. “We had approximately 30 members participate and even those who have been in the business for 25+ years learned from the experience.”
Our friends to the North have “coast to coast membership,” which is truly a beautiful thing. However, there is an added benefit to joining an association with a regional focus, like MSSA.
“Our southern roots are the key to our hospitality, but I’ve realized it’s simply the MSSA way,” says Nabors. “No matter where they’re from, our members share the same welcoming spirit—ensuring that everyone is welcomed into the fold!”
In writing this, my hope is to show the immediate, impactful benefits that are available at these associations. In the ever-changing sign industry, we all must prepare for the future. Nabors and MSSA believe in the power of in-person connections to drive business forward.
In order to adapt to the time, SAC is making a significant shift in this coming year’s event. Eaton admits it’s a bit scary.
“We are completely changing the status quo for us. Because, what worked for decades before, is simply not meeting the demands of our members today. As we celebrate the 70th anniversary of the Sign Association of Canada in 2025, this event will mark a significant moment in our history, underscoring our commitment to innovation, growth and sustainable standards for our industry,” she says. “Sign Experience Canada will feature interactive workshops, product showcases, and immersive networking opportunities to help attendees build stronger connections and grow their businesses.”
While you prepare for your business’ evolution, know that the associations are walking in step with you. We can all agree that engagement from you, the shop owner or team member (finger point included) is crucial. Take the time to fill out surveys, get involved by attending events and support other members. The participation of vendors and members alike makes the financial wheels of all the organizations turn.
It’s imperative that everyone is aware that joining your local sign association gives you access to the International Sign Association (ISA). The yearly ISA Expo that brings all sign vendors, makers, educators and more is happing this month in Vegas! I was able to speak with Lori Anderson, president and CEO of ISA, about the big signage industry event.
“The cost to attend ISA Sign Expo is minor compared to how your company will grow because you went,” says Anderson. “Don’t believe me? Jason Buxton of Midwest Light and Sign said this: ‘You need to go to ISA Sign Expo because you’re going to find the newest trends, you’re going to find your suppliers there. You’re going to strengthen those relationships with suppliers, maybe even get better deals. And you might even get business, because there’s hundreds of sign companies here and we all need to share the work. So, it’s been nothing but a benefit.’”
And that is the sentiment of many who attend. 2025 will by my eleventh time attending. The excitement of seeing the anticipation build across all social platforms if always exciting. I enjoy the sneak peaks of equipment, new technologies and wrapping/installation challenges that make it a must-attend event.
It’s hard for Anderson to contain her excitement.
“It’s my favorite week of the year. I love the people I meet and it’s great to reconnect with friends from around the world. The innovations on the tradeshow floor are inspiring. Meeting the new ISA Elite class of young industry leaders gives me hope for the future,” she says. “I always enjoy hearing how attendees will apply what they learn from the show floor or educational sessions to their own companies. And, of course, ISA Sign Expo is also so much fun! From watching the competitions at the Sign Shop Spectacular event or hanging out with folks at ISA Rocks at the House of Blues, I’m pretty excited about every minute between April 22 and April 25.”
The value of trade associations extends far beyond mere membership fees. They serve as a lifeline for businesses, offering advocacy, education, networking and resources that contribute to the success and growth of their members. The collaborative spirit fostered by these organizations leads to a stronger industry. This empowers businesses to innovate, adapt and thrive in an ever-changing marketplace. As they continue to evolve with innovations and the changing economic environments, trade associations remain a cornerstone for fostering a competitive and vibrant business landscape.
So, what are you waiting for? Jump online and join today. Remember: you get back what you give. Give of your time, resources and finances then watch it all blossom in the form of new relationships and innovation. We are in this together!
