Leading an Industry-wide Movement
The Association of Equipment Manufacturers (AEM) wanted to significantly increase involvement and advocacy on key issues among its more than 800 member companies. In response, Qorvis MSLGROUP developed the “I Make America” campaign, a combination of traditional and new media tactics, targeted grassroots activities, and member company outreach with the goal of significantly increasing campaign members and converting interested supporters to active advocates. After thorough national research to determine the most effective messages to drive this campaign, Qorvis MSLGROUP created the name, look and communication strategy for “I Make America.”
Not only did Qorvis MSLGROUP develop all of the messaging for the campaign, our digital and creative teams also produced key campaign collateral, including the campaign’s website, branded social media channels, fact sheets, print advertisements, etc. In addition, Qorvis MSLGROUP implemented outreach and recruitment efforts such as encouraging supporters to send letter or make phone calls to their representatives on behalf of AEM and its policy efforts.
“I Make America” started from scratch – no supporters, no online presence and no followers on social media. Since the launch of the campaign, there have been more than 30,000 campaign sign-ups. Efforts like the “Picture A Better America” photo contest garnered 375 submissions and the "Virtual March on Washington" succeeded in engaging 509 supporters to reach out to Congress, generating a staggering 4,000 letters. The campaign has secured nearly 5,000 Facebook friends and 7,800 followers on Twitter.
When “I Make America” launched in September 2010, there were three reporters in Washington dedicated to writing on the highway bill. Today, every major publication has at least one dedicated reporter, and three major outlets have begun daily transportation newsletters. Congress is using AEM’s researched export language, and some even refer to it in their bios.