The Professional Photographers of America, Inc. (PPA) faced the challenge of how to help members grow their businesses and generate new customer leads. To resolve this, they created a new print advertising campaign, “World’s Greatest Storytellers” in an attempt to create a worldwide brand identity. As a result of this campaign, the organization formed valuable partnerships with Universal Studios as well as TheKnot.com, an online wedding site, and generated over 1000 business leads per month for members.