Legacy Of A Lifetime
PPAI Hall of Fame inductee Joel Schaffer, MAS, is an icon of the industry.
By James Khattak
The PPAI Hall of Fame has, since 1977, honored leaders in the promotional products industry who have made a lasting impact on the field and their communities. And through his advocacy and support at both the regional and national levels, in areas as diverse as professional education and government relations, Joel Schaffer, MAS, president of Soundline, LLC, in Randolph, New Jersey, has left an indelible mark on the promotional products industry and the companies and organizations that serve it. 
“When you enjoy the work you do for others and then get recognized for it, that’s fulfillment,” says Schaffer. “I am so very proud and thankful to join so many marvelous people who are in the Hall of Fame. It is even better when the award is pre-posthumous.”
Schaffer has worked in the promotional products industry for 47 years, beginning his career with positions at companies including Jostens and Leathersmith of London. In 1986 he started his own business, publishing an audio magazine for the promotional products industry, which ultimately became Soundline in 1991.
With almost half a century in the industry under his belt, Schaffer has an extensive history of involvement in its regional and national organizations. And his contributions have been recognized. The Specialty Advertising Association of Greater New York (SAAGNY) inducted Schaffer into its Hall of Fame in 2002 and he was inducted into the SAAGNY Foundation Hall of Fame in 2005. ASI presented him with its Marvin Spike Professional Lifetime Achievement Award in 2002 and PPAI recognized his accomplishments with the Distinguished Service Award in 2011.
“Joel is the most passionately creative advocate for promotional products, for the industry and for our Association that I have ever known,” says Paul A. Kiewiet, MAS+, executive director of the Michigan Promotional Professionals Association and Schaffer’s nominator for the PPAI Hall of Fame. “I have learned so much from this man from his educational sessions. I had the privilege of serving with Joel on the board of PPAI and witnessed his leadership and work ethic.”
Schaffer’s volunteerism in the industry began in the ’70s, with the Association of Metropolitan Advertising Specialty Suppliers (AMASS)—he served on the merger committee that brought it together with SAAGNY in 1976—and he knows first-hand the value of dedicating time and energy to causes and organizations that one believes in.
“Volunteer service has done more for my professional and business life than any ad, any email, trade show or online posting,” says Schaffer. “Soundline has benefited from my exposure to thousands of industry professionals throughout the world. This serendipitous exposure has built new and loyal clients. People want to do business with those of us who understand what they do for a living and who reflect a high level of professionalism. They gain trust in you and your company.”
Joel Schaffer, MAS, pictured on the back row, was an engaged and outspoken volunteer during his service on the PPAI Board of Directors from 2004 to 2008.
His volunteer service has included a term on the PPAI Board of Directors from 2004 to 2008 and he has participated in several of the Association’s committees, taskforces and work groups, most recently the Certification Committee from 2014 to 2015. He served on the SAAGNY board from 1992 to 2000, including a term as its president, and as a SAAGNY Foundation trustee from 1995 to 2007.
His accomplishments during that time were extensive, including helping set the foundation for today’s Regional Association Council (RAC), at a 1998 summit of regional associations in Chicago.
Looking back at them, Schaffer says, “I have been (rightfully) accused by those I served with of being too creative, too much an agent of change and great at starting projects, but letting others complete them. Guilty, your Honor.
“There are many things I am proud of in my service. Having helped raise the bar on professionalism for thousands of suppliers and distributors over the years may be my proudest accomplishment. It is followed closely by having a significant role in reshaping what is RAC today. Beyond that, there are little things that have endured—the ‘invention’ of the first Valet Express at trade shows, being the first to donate my speaker honorarium to PPEF. However, every step of the way there were fantastic volunteers with me. Indeed, it takes a team.”
Beyond the business advantages and professional milestones, volunteerism has brought Schaffer strong bonds and turned colleagues and acquaintances into friends. He notes, “I have rubbed elbows with the best of the best. Their knowledge was willingly shared. Their viewpoints helped me understand areas I had little or no expertise in. The takeaway transcends business. Volunteerism builds lifelong personal friendships with those who serve with you. I have many, many personal friendships lasting decades with people with whom I served. It is a priceless benefit you simply know is coming when you first raise your hand to volunteer.”
“Volunteerism must be inherited as both my children, Allison and Brett, have and continue to volunteer for this industry,” Schaffer adds. “Without the endless support of your family, volunteerism is more difficult. The number one enabler in my life is my wife and partner, Elyse. In turn, all of my family has satisfaction in knowing it was a job well done by us all.”
Kiewiet adds, “Joel has challenged and changed many people and has made the industry a stronger one and the Association more engaged and alive. His influence on this Association will continue for many, many years and I can think of no one more deserving than him to receive our highest honor.”
Reflecting on his induction into the PPAI Hall of Fame, Schaffer concludes, “Above all, being inducted into the Hall of Fame means … ‘Thank you, job well done.’ That is the ultimate paycheck one can get from volunteer service. I am honored to take my place next to an impressive list of people who have built this fantastic industry.”
James Khattak is news editor for PPB.
