Incoming Alliance Chair Brooke Hamilton Discusses Value of Association, Expo

PRINTING United Alliance: Congratulations on becoming chair of PRINTING United Alliance. What does this position mean to you most?

Brooke Hamilton: It’s such an honor that after three generations — my grandmother started the company — I’m able to represent the industry I’ve been in since I was born. The Alliance’s remarkable accomplishments of the past few years, taking all the qualities of print and uniting us and bringing us together, makes us strong. I couldn’t imagine when I became involved with the Alliance board, that this is where the organization would be today. I think it’s bigger and grander than anyone would have expected. The Alliance has given print the magnitude that it truly deserves.

Alliance: What do you see “on deck” for PRINTING United Alliance in the next year, and what would you describe as its biggest opportunity?

Hamilton: Something I’m most passionate about. The Alliance has grown in both scope and membership, and that’s given it an opportunity to represent print in its advocacy efforts. I’m excited about the fact that, as a small industrial printer, I get to have my voice heard in D.C. In fact, I just had a congressman visit my shop. So, from environmental issues to other issues that pop up, having representation is
so valuable.

I also see the Alliance continuing to grow through other partners, and the Expo continuing to expand into areas we haven’t seen in the past. The recent partnership with ASI is huge. The apparel segment is huge. It just gets bigger and better. And it’s the whole printing industry — the Alliance supports all printers. It’s the industry’s biggest source of knowledge.

Alliance: What is really needed today to drive the industry forward?

Hamilton: The things needed to drive the industry forward are resilience and being very passionate about what you do and loving it. As a company, we’re finding new ways of making our products using new technologies. And as an industry, ongoing advancements in technology are making all of us better.

Alliance: What are you looking forward to most at this year’s Expo and why?

Hamilton: I love seeing the camaraderie between people — even with my competitors, whom I truly deem to be friends, colleagues, and mentors — and I enjoy meeting new people. I find the Expo to be a fantastic place to get inspired and to find out what’s next. It helps me build my 3-5-year plan and think about new partnerships or new opportunities. I think that when you get everybody together, the whole thing just ‘sparks,’ and that’s the part that gets me so excited. 

Knowing what’s next and seeing the possibilities out there is an essential part of the Expo. If you don’t see what’s next, you don’t know what’s available, and you just won’t know where the future can take you.

Alliance: Over the past few years, what has changed, and what advantages does the Alliance’s approach bring to printers in a changing environment?

Hamilton: I find that you really need to see new opportunities to fully visualize them, and with the Expo and the Alliance representing all printing segments, and organized to promote convergence, I’m given the chance to check it all out — to see if there are ways I can cross over into new markets. It’s important to go into it with an open mind to really see how an opportunity will fit and feel.

There are other opportunities — like Women in Print, iLEARNING+ training programs, and the Leadership Summit — and other ways to learn. I would encourage other people to step outside their box, look around, and explore. Take your time. There’s so much to see.

Alliance: What is the value of an industry association like PRINTING United Alliance, and why should printers of all stripes be involved? What has it meant for you?

Hamilton: I think there is no greater value you can have for your investment. For the small investment in Alliance dues, you get information on leadership, printing segments, and opportunities. Even for the advocacy work alone — I don’t think you can put a value on it. If you have a problem, you have a place to call, you have somebody bringing issues to light, making people aware – that’s what the Alliance does. Not only can you afford it, you must afford it!