When the Monument Builders of North America (MBNA) partnered with Raybourn Group International (RGI) in 2023, the road ahead was anything but smooth. Years of miscommunication and unaddressed feedback had created a divide between MBNA and one of its most critical audiences of supplier members and tradeshow exhibitors. What was once a thriving relationship had weakened, and the organization faced a crossroads.
While a surface look at the association would tell you that they had been struggling with an underperforming conference, behind this was a much deeper-rooted issue- a relationship with their members and tradeshow exhibitors that was only getting worse with time.
The Challenge: Broken Communication, Eroded Trust
By the time MBNA came to RGI, the issues were clear but complex. Communication with suppliers had broken down. Concerns were going unaddressed. Tradeshow exhibitors felt undervalued and unheard, and tensions were high. The supplier community, who was once a vital partner in MBNA’s mission, had grown skeptical and disengaged. It was time for a new approach grounded in transparency, responsiveness, and true partnership.
The Process: Listening, Responding, and Rebuilding
When the RGI team began looking into revitalizing the association, we made it a priority to hear directly from the supplier community. We invited supplier leaders to attend a board meeting, creating space for candid, two-way dialogue. We followed this with a comprehensive survey to better understand the root of their concerns and committed to sharing the survey results openly.
Based on what we heard, we took swift and meaningful actions to address some of the key concerns:
• Refined the convention schedule to better serve exhibitor’s needs
• Enhanced the tradeshow experience for both attendees and suppliers
• Significantly improved communication channels, ensuring exhibitors felt seen, heard, and supported
The Results: A Clear Shift in Tone and Trust
The 2025 MBNA convention marked a turning point. The once-contentious supplier meeting was transformed into a positive, productive conversation filled with constructive feedback. Exhibitors openly expressed appreciation for the changes and for being included in the process.
Post-convention surveys echoed this shift. Feedback was overwhelmingly more positive, and even one of MBNA’s most vocal critics sent a note of thanks, recognizing both improvements and the partnership that made it possible.
RGI helped MBNA not only recover lost trust but also lay the groundwork for stronger, more resilient relationships moving forward.
The Future: A Stronger Foundation for Long-Term Growth
Trust isn’t rebuilt overnight. But with clear communication, consistent follow-through, and genuine commitment to stakeholder success, it can be restored.
Today, MBNA stands on more solid footing with its supplier community than ever before. With RGI as their ongoing partner, they’re positioned to continue crafting even more impactful conventions and deeper connections in the years ahead.
This collaboration is proof of what’s possible when leadership, service, and integrity come together. And it’s just the beginning.
Listen to the full MBNA Success Story with Executive Vice President Kim Paugh, CAE here: