The Print & Visual Communication Association (PVCA) has relaunched itself as Visual Media Association following the strategic members’ review.

The review found that members see the industry as more diverse than it has been historically and seek a broader positioning to reflect their businesses.

The announcement was made following a Special General Meeting, which was unanimously endorsed by the association’s members.

In addition to the name and brand relaunch, the association has committed to four key pillars of focus with supporting programs and services to enrich membership value and serve the industry’s needs.

IVE Group president and CEO Matt Aitken addressed the members saying, “With the merge, a full review of all the programs and services in place, as well as deep engagement with members and industry stakeholders, our purpose is to ensure the long-term prosperity of our industry and our members. 

“Building key pillars to our deliverables and focus communicates to our members and industry what we are committing member funding to, what we will deliver and how we will deliver these for the benefit of our members in the immediate term and the industry on the broader horizon.”

The relaunch includes a strategic plan that will see several initiatives rolled out in the coming 12 months to assist member businesses.

PVCA CEO Kellie Northwood added, “Discussions with members have made it abundantly clear that as a stronger co-operative, we can implement business tools to reduce cost from our members’ businesses, streamline workplace relations for quicker solutions, improve skills shortages and resource accessibility, build and promote industry standards as well as communicate the value of visual media channels to investors and customers”.

Aitken and Northwood spoke at a member webinar today, announcing the relaunch and presenting the organiSation’s refreshed strategic direction.

Aitken said, “Today’s relaunch announcement is about rebuilding the association for a strong future, with a brand and strategic focus to support our members to be the most successful businesses long into the future and how the peak industry body will deliver programs and services to achieve that”.

Following a survey, members described their businesses and the industry rating ‘print’, ‘communication’, ‘visual’ and ‘media’ higher over ‘creative’, ‘marketing’ and ‘industry’. Further defining analysis aligned member feedback across services they deliver to the wording – ‘Visual Media’.

PVCA said the types of visual media include digital and printed images, photography, graphic design, videos, animation, and more. Visual media is regularly viewed on billboards, packaging, smartphones, newspapers, magazines, posters, televisions, brochureware, labels and various other mediums and devices.

“Following member feedback, we were left with four keywords, however when we started delving into member comments, strongest of the four keywords were Visual Media,” Northwood said.

“Adding association to hold our peak industry body status was also important. Now we embrace the definition of Visual Media into our mission and purpose to include all the industry sectors we represent.”

According to the association, the change in name cements the coming together of the two organisations with a single purpose, to drive value for members by helping to grow our diverse industry. 

The relaunch also follows extensive consultation with PVCA members who have provided clear majority support to the new name and focus.

“Having members support the relaunch and the key deliverables is important to the success of the strategy, and I was humbled and delighted to have the opportunity to share the thinking with the members and their ultimate support,” Aitken said.

New programs and initiatives include:

Skills and training:

• National Skills and Training review and alignment with all registered training organisations for all apprentices.
• Emerging Talent Support program to be developed for all talent under 35, including creating a state networking and support group to ensure emerging talent retention and growth.
• Skills Register with seventeen countries’ HR Register to allow members to access skilled labour from overseas supported by an industry-approved immigration solution.
• School Leavers Program developed for year 10 and above students looking for career pathways offered throughout the industry.

IR/HR advisory policy and governance:

• Improved Member Portal with additional programs across Health Checks for business and wellbeing programs.
• Advocacy and government, relaunch of purpose and needs to all levels of government.
• Industry standards to be developed across the environment, quality, terms of trade and more.

Engagement, leadership and growth:

• Marketing and industry promotion.
• Better business tools, including cooperative procurement across energy, auditing and more.
• Small business community network to improve collaboration and support for small businesses.

Environmental social governance:

• Sustainable Green Print certification development to deliver an industry benchmark.
• New programs include wellbeing, social governance, carbon mapping and targeting.

Aitken said, “These initiatives will help shape a new era for the industry and the association with strengthened credentials and value for all members during a period in our history when this has never been more crucial”.

Assets, including a new visual identity for the Visual Media Association with a new website and other brand, marketing and communication materials, will be progressively rolled out over the next 40 days as the Fair Work Commissioner reviews and approves today’s motion.

“To reach this point has required an enormous breadth of work, from member engagement to board support, I would like to thank everyone who has contributed to surveys, discussions, phone calls and general feedback. All of you have been instrumental in building where we land today,” Aitken said.

“To Kellie, Charles and the team, your engagement, collection, research, analysis and dedication to building a strong future for the association and Industry is reflected in this roll-out, and I thank you for your hours of work and efforts across this merge and rebuild.”

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