press-releases / March 30, 2023

MSM Inc. Named Top Workplace for Ninth Year

MSM Inc. Named Top Workplace for Ninth Year

For Small Businesses in Rochester, MSM Ranked Sixth of 54

(Webster, NY) (March 30, 2023) – MSM Inc. has received recognition by the Democrat and Chronicle as a Top Workplace in the Rochester area, which marks nine years for the company.

white logo with Top Workplaces 2023 Democrat & Chronicle

Top Workplaces collects and processes surveys from company employees across the country and serves as the leading employer recognition program. The title of Top Workplace is awarded according to feedback shared by the company’s employees.

Shelly Heberger, an Account Executive nearing 30 years at MSM shares, “It’s no surprise our people love working here. The MSM team is made up of creative, hardworking, and team-oriented individuals; the fast-paced environment of the events industry fits well with a team like ours.”


Dedication to both clients and each other is just one way MSM sets itself apart. In fact, the six core values help the team define an ideal workplace, and how those within it aim to operate:

  • Expresses gratitude for others and co-workers
  • Will do anything for our customers
  • Is a positive person and always finds a way
  • Thrives in a demanding environment
  • Always does the right thing, even when no one is looking
  • Values others with timely responses

Carla Ramos, Project Manager, commented, “MSM is such a collaborative environment and I really enjoy working with my teammates on projects! It truly is an exciting time for MSM.”

This award falls on a particularly special year for this agency, as MSM plans to celebrate 30 years in May.


Learn more about MSM and current career opportunities here.  Learn more about Top Workplaces criteria here.


MSM Inc. is a woman-owned live + digital experience agency based in Rochester, NY. Known for exceptional service and innovation in bringing brand stories to life, MSM is strategic partner to B2B and B2C clients in the design and execution of live and
virtual experiences, as well as corporate and retail environments. MSM is a nine-time Top Workplace, was the first agency RFP-certified by the Experiential Designers and Producers Association (EDPA), and is ranked as a top supplier in the exhibit and events industry year-over-year. In 2020, MSM expanded its offerings in online experiences by launching proprietary virtual engagement solution, LiVi, honored with “Best Pivot” Award. Learn more about MSM by visiting, or contacting

resources / February 14, 2023

The Importance of Measuring Attendee Engagement

Written by Joe Reazor, CIO.

As an IT professional, I understand the importance of data and metrics in decision making – especially as it relates to trade shows.  Measuring attendee engagement at trade shows is crucial to determining the success of your booth and maximizing your investment.

Why is it so important to measure attendee engagement?

Data-driven insights: Gathering data on attendee engagement provides valuable insights into the performance of your booth- including layout, use of space, and audience engagement with content. This information can help you identify areas for improvement and make data-driven decisions to enhance your booth’s effectiveness.

Maximizing ROI: By measuring attendee engagement, you can calculate the return on investment (ROI) for your trade show booth. This data will help you optimize your budget and ensure that you are getting the most out of your investment. It can also help determine which shows are the best fit for your brand and can help with the allocation of funds for different shows.

Improving attendee experience: Measuring attendee engagement helps you understand what attendees like and dislike about your booth. With this information, you can make improvements to the attendee experience to create a more effective and impactful booth.

Building stronger relationships: Understanding attendee preferences and engagement allows you to build stronger relationships with your audience. This information can be used to create a more personalized experience and establish a long-term connection with your clients.

Driving lead generation: By measuring attendee engagement, you can improve lead generation and drive sales. With a better understanding of what resonates with attendees, you can create a more effective lead generation strategy and increase the chances of converting leads into sales.

Measuring attendee engagement is a critical component in determining the success of your trade show booth.  The days of building and hoping people come spend time in your booth are long over.  Exhibitors need to spend just as much time investing in measuring the performance of their booth as they do in determining design, layout, and content.  MSM can help with more than just the booth design- we can also provide data with our attendee engagement measurement system to help our clients realize all of the benefits noted above.

Contact us today to learn more.

Devon Mannix | Marketing & Sales Enablement Specialist
p. 585.232.4020 e.

MSM Inc. Announces New Vice President of Client Services

(Rochester, NY) (January 17th, 2023) – MSM founder and CEO, Donna Shultz, along with Laurie Kamal, President & CFO, are proud to announce the promotion of Mary Ellen Hall to Vice President of Client Services.

Mary Ellen began her career with MSM Inc. nearly twenty-nine years ago and has been a leader in Client Services throughout her entire time with the company, most recently serving as the Director of Client Relationships. With over thirty-five years of experience in the tradeshow and events industry, she consistently brings a vast amount of knowledge and expertise to the MSM team and the clients she serves.

As the leader of the Client Services department, Mary Ellen fosters great relationships and creates amazing experiences for each of the clients she works with. Internally, Mary Ellen is an excellent mentor to all members of her team and ensures that everyone has the necessary skills and support they need to thrive in a client-facing role.

MSM Founder, Donna Shultz, explains, “Simply put, Mary Ellen loves people!  Her warm personality paired with her strong work ethic, vast knowledge of the industry and passion for serving others has served her well in her career with MSM Inc. and she is already thriving in her new strategic role”.

As the events industry continues to ramp up and return to normalcy in a post-pandemic world, Mary Ellen will continue to lead the MSM Client Services department and support the growing list of clients, projects, and employees.

If you would like additional information on MSM Inc. or have questions regarding this press release, please contact Devon Mannix at

MSM Inc. is a woman-owned experience agency based in Rochester, NY focused on delivering quality, service, and innovation in bringing brand stories to life for live and virtual events, as well as temporary and permanent installations.  MSM was the first agency RFP-certified by the Experiential Designers and Producers Association (EDPA), is a top industry fabricator with recurring placement on Exhibitor Magazine’s Find It Top 40 List and Event Marketer’s Fab 50 List, and opened sister agency The Experience Shop in 2018 to expand its offerings in non-traditional event marketing experiences. Visit for more details.

employee-news / September 1, 2022

The MSM Family: Shelly & Beth

We’re one big family at MSM Inc. and lately that statement’s proving to be truer than ever! Over the last few months, we have had several employees whose siblings, children, and other family members have joined the MSM team.

Meet Shelly & Beth!

Shelly has been with MSM for nearly 29 years and currently serves as an Account Executive. Her daughter, Beth, recently joined the MSM family as a Regional Account Coordinator. On working with her mom, Beth says “although she’s my mom, I truly feel like she’s just my coworker who is helping bring me up to speed. So far, each day has brought something different, and I couldn’t be happier.”

(Rochester, NY) (December 13th, 2021) – MSM founder and CEO, Donna Shultz, is proud to announce the promotion of Gary Collins to Vice President of Operational Excellence.
Gary Collins began his career with MSM nearly 17 years ago in the warehouse, where he focused on shipping and receiving, including inventory control and barcode management. Since then, he has gained invaluable experience in multiple departments including procurement, production, project management and operations. In his new role, Gary is looking forward to continuing to collaborate and create great things with multiple teams across MSM.

President & CFO, Laurie Kamal explains, “There is simply no one better for the job. Gary is a strategic thinker and effortlessly moves any project forward. He embodies each and every one of our company’s core values.” These core values include five principles our employees live & work by. We strive to find employees who:
• Expresses gratitude for others and co-workers
• Will do anything for our customers
• Is a positive person and always finds a way
• Thrives in a demanding environment
• Always does the right thing, even when no one is looking

“Gary lives these core values both in his work life and in his personal life. He is a great role model for all employees, and we are thrilled to have him in this new role!” continued Kamal. “He brings a can-do attitude coupled with proven ability to develop and meet company goals.”

This promotion comes after a period of uncertainty, brought about by the COVID-19 pandemic. While this may have been a trying time, it also proved to be a time of change and reinvention for MSM Inc. The company was able to pivot and expand upon our previous offerings to include a collection of digital and virtual solutions. Gary played a large role in this pivot, proving adaptability and resilience as some of his key skills.

If you would like additional information on MSM Inc. or have questions regarding this press release, please contact Devon Donatello at

(Webster, NY) (September 9, 2021) – MSM, a leading brand experiential agency specializing in face-to-face tradeshows and events, announced today that after asking all employees to be fully vaccinated, they were able to become 100% VAX’d in no time! “Our core values make us a family that cares about one another. To this end we do whatever is necessary to ensure the health of our team members, their families, our clients and all of those we come in contact with,” says MSM’s Founder/CEO Donna Shultz.

Given the nature of our industry and the impact of the Delta variant, we are taking additional steps to continue to prioritize the health and safety of our employees. We have always followed recommendations provided by the New York State Health Commissioner and other state and federal health experts. We need to do more. We must now act again to stop the spread.

With NYS strongly urging private businesses to implement vaccinated-only policies, MSM initially started by incenting all employees who were vaccinated with a gift card. After a few months and being so close to that 100% participation, the Leadership team made the decision to require all employees to be fully COVID-19 vaccinated by October 1st (unless they have an approved exemption). Since our core values talk about our family and the industry, it was an easy discussion. This new mandate includes all new hires and vendors that are entering the building.
“Our industry is shutting down again due to the Delta Variant and we need to do everything we can to encourage others to get the vaccine – as it is in the best interest of all of us” adds Laurie Kamal, President/CFO.

We encourage others in our industry to follow our lead, and maybe together we can all move the needle.