PRINTING United Alliance, a comprehensive member-based printing and graphic arts association in North America, has announced a strategic partnership with the Advertising Specialty Institute (ASI), a technology, marketing, and information provider in the $26.1 billion promotional products industry. The mutually beneficial partnership between the Alliance and ASI paves the way for members of both organizations to benefit from the increasing convergence of promotional products and print distributors, printing, and apparel and promo decoration.

“The collaboration with ASI demonstrates the Alliance’s mission-driven focus to equip members and the industry with the very best opportunities in the ever-evolving print and promo segment,” says Ford Bowers, CEO, PRINTING United Alliance. “For the many printers and print distributors evaluating promo products or interested in expanding their business, this partnership offers them multiple access points to ASI, the leading promo industry service provider.

“For ASI suppliers and distributors who decorate in-house, this relationship with the Alliance delivers invaluable support, education, research, events, and expert guidance on the best techniques and technology to help them more effectively and efficiently decorate promo products.”

A co-marketing agreement encompassing events, print, social, email, and digital media will provide members of both organizations with a clear understanding of where promo and various segments of printing overlap, identify opportunities, and promote membership offers.

“To drive growth in the promo industry, collaboration is imperative,” says Timothy Andrews, ASI president and chief executive officer. “Considering that 20% of ASI distributors have ties to the print sector and a similar proportion of screen printers have expanded into promo, the potential for synergy is clear. By pooling talents across promo, screen printing, print and decorating, we’ll create a dynamic marketplace unparalleled in its scope and potential, while bringing together ASI suppliers, decorators, and distributors at more relationship-building events than ever before.

“ASI members will have direct access to join the Alliance and their leading tools, research, events, subject matter experts, and affinity partners that will help them more effectively and efficiently decorate promotional products. Alliance members and printers who are looking to improve their decoration services and expand into promotional products will now have the prime opportunity to do so. We are excited for this partnership and the countless benefits it provides to the industry.”

As part of the agreement, ASI will assume ownership of the following programs and events: Five Power Meetings and Power House hosted-buyer events strategically located across key markets. The Coeur d’Alene, ID, Power Meeting was held March 25-27. Upcoming Power Meeting and Power House events include Austin, TX, May 20-22; Napa, CA, August 19-21; Chicago, IL, September 23-25; and Park City, UT, October 28-30.