Association of Equipment Manufacturers (AEM)
AEM needed help showing its impact beyond the beltway.
When the Association of Equipment Manufacturers (AEM) launched its Manufacturing Bus Tour, it needed help getting the right influencers to attend the event — and remember it. By bringing the story of manufacturing into policymakers’ backyards, the tour aimed to elevate AEM’s voice in Washington — showing local communities how the industry fuels jobs and prosperity.
ISSUE
SOLUTION
THG launched a multi-stage advertising campaign.
AEM partnered with THG to design and execute a campaign built around two pillars: generating pre-event buzz at each of the 80+ stops across 22 states, and conducting post-event retargeting to reinforce the message and keep the conversation going.
Pre-event:
Journalists were contacted at the local level to gain coverage of the event.
Dynamic digital ads were created with location-specific details.
Post-Event:
Using geotargeting data, attendee lists were retargeted through paid social ads + content syndication campaigns.
News outlet coverage was boosted to amplify organic social posts.
RESULTS
People showed up – and remembered.
AEM showcased its strength as a job creator and driving economic force. Coverage of the event continued well beyond each date, with 22 earned media placements in trusted local publications and retargeting ads.
AEM generated 4.9 million impressions, and members of its target list attended its event.
KEY METRICS:
22 earned media placements
4.9 million impressions
11.24% engagement rate
36% lift in engagement
Events attended by elected officials, national business leaders, and grassroots activists
SERVICES PROVIDED:
Paid Media
Geolocation Targeting
Event Promotion & Support
Content Syndication Campaigns
Earned Media Placements