This column was originally published in Sign Builder Illustrated‘s July 2024 edition.
After returning from Sign Association Canada’s (SAC) Young Professionals Network (YPN) conference in Montreal, I was reminded of the importance of networking in the signage industry. Over three days of team-building activities, roundtable sessions, panel discussions and sign shop tours, nearly 20 up-and-coming industry leaders learned strategies for improving communication, workflow and personal development.
Connections were immediately formed as Canadian (and two American) sign professionals shared their wins, pain points and needs—from the projects they’re most proud of to challenges with finding installers, getting permits and sourcing products.
We often consider cost the top variable in selecting materials and equipment. But the sign shop owners we visited all emphasized that when choosing their suppliers, trusting relationships trump price. Beyond that, quality installers are gold—and hard to find. Stacking your contacts with suppliers and installers in different locations can help expand your sign business.
Several times throughout the event, I heard someone say, “I’ll be calling you for X, Y, Z.” A new WhatsApp group chat ensures YPN 2024 members can tap one another when they need a resource or advice. In terms of networking, the YPN gathering was truly invaluable.
If you’re under 35, I strongly encourage you to apply to the International Sign Association’s similar program, ISA Elite, which will host its class of up-and-coming sign, graphics and visual communications leaders at ISA International Sign Expo 2025. Submissions are open now through September 30.
Beyond networking, the crucial importance of proactive communication and transparency with clients, team members and between departments was another recurring theme during the YPN event. This industry is a team sport; each successful sign project has a series of steps, requiring everyone involved to be on the same page. As projects progress through sales, design, permitting, purchasing, supply/distribution, production, installation, accounting and maintenance, messages often break down. This can result in unrealistic client expectations and mega delays.
When it comes to success in signage, it’s all about who you know, who knows you and how well you communicate with one another. Get involved in associations, visit other shops, keep customers updated, regularly reach out to your coworkers and collaborators. Every brick-and-mortar business needs a sign; there’s enough work for all of us. Supporting one another only propels the industry forward.
