Association of Equipment Manufacturers
Transforming an industry association into a national advocacy movement
Situation Summary
Situation Summary
The Association of Equipment Manufacturers represented more than 800 companies across America’s construction and agricultural sectors. As critical trade agreements and infrastructure legislation moved through Washington, the industry’s collective voice lacked coordination and sustained visibility.
AEM needed more than policy engagement. It needed a unifying narrative, national attention, and grassroots activation capable of influencing federal decision-making at scale.
Qorvis Solution
Qorvis Solution
Qorvis created and launched “I Make America” — a national advocacy platform built from the ground up. We developed the campaign’s name, identity, and messaging architecture, positioning manufacturers as central to American economic growth and job creation.
We built the campaign’s digital ecosystem, launched branded social channels, and executed an integrated media strategy featuring opinion editorials, executive interviews, and coordinated outreach across national and local outlets. To expand reach and credibility, we recruited Mike Rowe as a spokesperson.
We synchronized media outreach, grassroots mobilization, and direct member engagement into a sustained campaign designed to generate measurable pressure in Washington and elevate manufacturing as a national priority.
Within 18 months, the campaign generated more than 30,000 supporters and achieved sustained national visibility for the manufacturing sector. Thousands of letters and calls reached Congress, contributing to the passage of three import agreements and the extension of the federal highway bill supporting long-term infrastructure investment.
The campaign shifted manufacturing from an industry conversation to a national policy issue.