Next week in Nashville, the most innovative, ambitious and successful women in promo will converge for the 20th annual PPAI Women’s Leadership Conference. Having grown into a signature event for the Association, it would be easy to take WLC for granted, but 20 years ago it was just an idea. It took a handful of industry women to advocate for its existence and take things into their own hands to figure out the logistics of creating a new event targeted toward women in promo.
“Twenty years ago, a small group of us were motivated to find a way to bring the women in our industry together, because we knew what women can accomplish when we work together,” recalls Maribeth Sanford, CAS, founder and CEO of BAG MAKERS.
A few of those women – Sanford; Jo-an Lantz, MAS; Dolly Duffy and Carol Aastad, MAS – will be in attendance in Nashville for a panel on the conference’s journey through the years.
Rather than speak for the women responsible for the legacy of WLC, PPAI Media asked some of them to help us tell the story of the event’s origins, from the idea stage to the execution of the first WLC in Philadelphia back in 2005.
An Outgoing Promise: “My pledge to the board…”
The seeds for the idea that became the Women’s Leadership Conference were planted in 1999 as Jo-an Lantz was wrapping up her tenure as chair of the PPAI Board of Directors. Traditionally, the chair’s final address to the Board would include a notion of what they felt is “next” for the it or the industry.
Jo-an Lantz, MAS, president and CEO, Geiger, 2014 PPAI Woman of Achievement recipient and 2009 inductee into the PPAI Hall of Fame: When I ended my chair of the Board term in 1999, my pledge to the Board was somehow to get involved in a program that developed women as leaders in the industry.
Over the next few years [2000 – 2003], I approached several women and a couple of additional companies about the concept of a Women’s Leadership Conference.
Maribeth Sandford, CAS, CEO, Bag Makers, 2014 PPAI Woman of Achievement recipient: Jo-an Lantz and I knew each other from various PPAI committees over the years. At the time, there weren’t many events solely focused on women’s leadership and professional development
Dolly Duffy, CEO, Atchison Products: Jo-an was the driver of this initiative and that’s always a recipe for success.
Mary Ann Farmer, president and CEO, Magna-Tel, 2012 PPAI Woman of Achievement recipient: I recall that we had been in a meeting together probably for the PPAI Board of Directors or at a Presidents Forum or at a Promotional Products Education Foundation meeting, and we began discussing how to assist women to gain positions of leadership within the promotional products industry and bounced around several ideas.
From my perspective as an attendee at numerous industry leadership events like the Presidents’ Forum, I felt it appeared to attract primarily men, and we were tossing around the idea of an event that would help elevate women into leadership roles within the industry.
Lantz: We only gained traction when Carol Aastad was Chair Elect [in 2004].
Funding And Negative Pushback: “There was chatter of a men’s conference…”
Prior to the official greenlighting of an inaugural WLC, there were five influential women in the industry who made the event’s creation a personal goal they shared, bonding them over the possibilities of helping others like them. Those five women were Farmer, Sanford, Duffy, Aastad and Lantz.
With Aastad entering a more prominent position within PPAI’s volunteer leadership and Lantz’ grassroots campaign, the event had potential to become something more than an idea in 2004. But finances would be required.
Lantz: We called ourselves the “Founding Members,” and we would meet every other week via teleconference, and one weekend we traveled together at our own expense to plan out the concept.
Carol approached the PPAI Board, and they agreed to help fund the event and provide some staff support. Margie Lindley was the person on staff at PPAI who helped support the event during the last 10 months before we had our first conference.
Margie Lindley, Manager, Education & Certification, PPAI (2001-2010): I talked to my boss, Rick Merrill, director of education [at the time] after talking to several ladies in the industry at other PPAI programs. We realized that there was a need for women to have an event that focused on women-related topics, connecting and mentoring. Since it was a new idea, no one was sure how well it would be attended. He gave me a small budget and a goal of having 40 women in attendance
Lantz: PPAI agreed to provide $10,000. Geiger pledged $10,000. BagMakers pledged $2,500, and Atchinson pledged $2,500. We approached Halo, and Marc Simon pledged $5,000. AIA and David Woods pledged $5,000.
We had a budget of $35,000 and the rest had to come from participants.
Duffy: The greatest challenge was getting companies to understand the value of educating women in an environment where we all gathered together. As a result, women had to convince their organizations that the ROI on this kind of investment was worth it.
Farmer: For me, the hardest part of the whole process was the fear of how we would be perceived by the men in the industry – anticipating comments about fairness of funding and whether having something for the women could be financially justified.
Lantz: In the beginning there was some pushback. There was chatter about a men’s conference and so on.
Farmer: I do recall questioning remarks being made by a few men in the industry but overall, everyone was very supportive and excited. I believe that collaborating with numerous men in leadership roles in the industry to educate them on the importance of an event like this was how we overcame the potential negative stigma.
Mary Ellen Sokalski, MAS, 2018 PPAI Woman of Achievement Recipient, inductee into the PPAI Hall of Fame and attendee of inaugural WLC: I was very anxious at the inception to hear the men’s perspective of a women’s only group conference in our industry. Some men joking about wanting to crash it, but eventually most accepted the need for women to meet each other in a professional environment.
The Logistics Behind A New Event: “Overly productive and somewhat assertive…”
Eventually it was decided that the first event would take place in Philadelphia. With PPAI’s support behind the event, it was up to that initial group of visionaries and Lindley to figure out how to create an event tailored to women, something that previously didn’t exist in the promo industry. And they had the added pressure of proving that it was a worthy cause.
The women banded together, drawing on each other’s resources, capabilities and contacts.
Sanford: The most difficult thing about getting WLC off the ground was probably just organizing the logistics of the first event and deciding what topics to focus on.
Lantz: We developed our own mailing lists from our friends and contacts in the industry. Margie helped with the hotel bookings.Our goal was to make it affordable and draw upon women that lived in the area.
Lindley: It was my responsibility to find speakers, plan the location, find sponsors and coordinate the event.
Sokalski: Since my company was located in Philadelphia, the site of the first conference, I provided some site assistance, where-to-go advice and offered a factory tour after the sessions, which was wonderful for everyone involved.
Lantz: I believe Mary Ann Farmer had her graphic artist design the logo.
Farmer: I tended to be overly productive and somewhat assertive back in those days. I do recall asking my attorney, Diane Howard with The Limbaugh Law Firm, to come and speak to the WLC about personnel and employment law. (“The Legal Challenges For Today’s Business Leaders”)
The Opening Keynote was professional speaker Marjorie Brody with a session titled “I Am a Woman…Watch Me Lead.” Additionally, the planning committee had wanted since the early stages to book a humorous act for the lunch session and eventually landed on stand-up comedian Rex Havens, whose session was titled, “Everything I Needed To Know, I Learned From My Wife.”
Lindley: The laughter at the luncheon with Rex Havens is one of my most vivid memories.
A 5K walk/run was also booked at 6:15 am on the Thursday of the event for additional bonding opportunities.
Farmer: Somehow, I allowed myself to get talked into running with them. I was totally unprepared and out of shape, and I could barely walk for two days afterwards.
Achieving The Goal: “We Did It”
The first Women’s Leadership Conference was held July 27- 29, 2005 in Philadelphia. Notes from a 2004 planning meeting claim that the event was budgeted for 40 attendees. Lantz says the personal goal for the Founding Members was 60 guests. By the time WLC came around, there were 80 attendees.
Duffy: I remember as women showed up for the first conference thinking “We did it.” The joy of gathering with other women who faced similar challenges is my most enduring memory.
Lindley: I remember the excitement of the women getting to know each other. The ladies developing deep friendships, their desire to grow professionally and willingness to mentor those new to the industry.
Sokalski: It was magic. Things were shared during those few days that would never have been revealed on a trade show floor. Yes, business tips, mentoring, best practices, but far beyond that. How women were juggling careers, personal lives, kids, volunteering. Working with tough employees and employers. Budgeting your time. Wins and losses. Heartbreak and triumphs. Some took place during sessions but most in between; breaks, at dinner, between muffins, over a cocktail or two.
Sanford: My most vivid memory of the first WLC is being so proud and inspired to see so many strong, successful women come together in one place, sharing camaraderie, knowledge and common experiences. It was really uplifting and empowering.
An Enduring Legacy: “The Circle Of WLC Life”
Looking back, the first WLC in Philadelphia was more than just a successful event. It was a spark that ignited a part of the industry that had been looking for opportunities to network and bond over shared experiences. Two decades later, WLC is stronger than ever, selling out again in Nashville.
In 2009, the event launched the PPAI Women of Achievement award. Carol Aastad was the first recipient.
Sanford: Collectively, WLC has done a lot to foster the professional development of women in our industry. Our industry is built on relationships, and the WLC provides an important opportunity for women in all stages of their careers to meet and learn from each other.
Sokalski: Now it is wonderful to see all the new, younger attendees absorbing the magic that happens here with their career and personal development. The circle of WLC life.
Lindsey Davis, Director, Sales and Professional Development, PPAI: The WLC community is one of our most engaged and committed communities in PPAI.
Farmer: We wanted to assist other women in excelling in the industry and to provide them with mentors to help elevate their careers to the highest levels possible. The networking that the WLC provided was invaluable to us all. I have been out of the promotional products industry for 14 years, but I will never forget the people in the industry.
Tina Berres-Filipski, Director, Publications, PPAI (1995-2022): There’s something very special about WLC that no other conference can match. Somehow, WLC strips away all the insignificant layers like titles, companies and experience, and lays bare the things we all have in common and the challenges we face – like striving to be the best version of ourselves and finding balance in our lives. This created a bond that only got stronger at the subsequent conferences. WLC is an experience that will always stay with me.
Jill Begun, Professional Development Manager, PPAI: The passion and excitement of the WLC attendees is evident from the moment they arrive to the end of the conference. They want to support and help each other advance in their careers, both through networking and education.
Sokalski: Nothing like this women’s sisterhood had ever happened in our field. WLC became a must-do experience for serious industry growth for women from day one.
