Driving Long-Term Advocacy: The Manufacturing Express Tour
THG has partnered with the Association of Equipment Manufacturers (AEM) since 2023 to strengthen their advocacy efforts. We started with a full audit of all AEM messaging and built a strategic framework to guide tone, imagery, and content. Over time, our role expanded to include social amplification, digital engagement for a major fly-in campaign, and real time content promotion to boost visibility and impact. Throughout, our work has been underpinned by the larger goals of supporting AEM’s grassroots program as one of the strongest in the nation.
In 2024, we took our partnership to the next level, supercharging the Manufacturing Express Bus Tour — a nationwide campaign spotlighting U.S. manufacturing in 22 states and 80+ stops. Our innovative digital strategy helped drive sustained engagement and was honored with two national awards. But the goal was always bigger than accolades.
Core Objectives
The core objective was to build a lasting, engaged advocacy movement fueled by the excitement of the bus tour with local and national businesses, media outlets, industry leaders, grassroots activists, community members, and elected officials. To achieve this, THG layered on a digital strategy composed of dynamic, geo-targeted ads customized to each stop’s date, city, and state. These ads created pre-event buzz, especially among local media, by appearing in trusted outlets.
We captured attendee data at each of the 80+ stops to keep audiences engaged long after the tour. After each event, we amplified social media content, earned media, and blog coverage coming out of that stop utilizing a specific layered targeting matrix to reach media contacts, event attendees, advocates, and legislators. All of this was executed on an efficient budget using precise, data-driven tactics to maximize reach and impact.
Successful Results
The digital campaign delivered a 5X ad frequency with key audiences and a click-through rate of 0.46% (triplethe industry average). It resulted in 22 earned media placements directly tied to media outreach and ad exposure.
After the tour, our digital content continued to perform, with more than 1.7 million impressions and 74,000 social engagements at an impressive 11.24% engagement rate. Exposure to the campaign led to a 36% lift in engagement with AEM content.
The Manufacturing Express Bus Tour campaign created a durable and informed advocacy community aligned with AEM’s goals. It established a strong digital foundation for future efforts and turned a single event into a lasting digital movement.
This campaign became a benchmark for advocacy success, demonstrating that even on a modest budget, large scale results are possible.
Campaign Recognition
While we’ve always known the value of our work with AEM, it’s gratifying to see the broader political and public affairs community taking notice. The Manufacturing Express Bus Tour campaign has already captured national attention for its strategic impact and creativity, earning Honorable Mention for Best Advocacy Advertising Campaign at the Reed Awards presented by Campaigns & Elections, a top publication in the political and public affairs world that highlights excellence in advocacy and communications.
The campaign was also named a Finalist for Community Engagement at Ragan PR Daily’s Social Media & Digital Awards, a major recognition of the campaign’s ability to mobilize audiences and foster meaningful connections both online and on the ground. With the Ragan results still pending, the nominations alone speak volumes about the campaign’s reach — and the potential for even more recognition to come.
THG’s Role In Strategic Advocacy
AEM is a model partner in innovative, impactful engagement, always thinking about the next steps beyond initial success. This case study is the perfect example of how THG takes clients’ bold ideas and turns them into measurable, lasting movements. The Manufacturing Express Bus Tour campaign proved what’s possible when strategy, creativity, and data analysis work in sync.
And we’re not stopping there. We’re already applying insights from the Manufacturing Express Bus Tour campaign across the firm, helping teams future-proof their advocacy with smarter, more innovative digital strategies.