CHALLENGE

Stratacomm helped the Association of Equipment Manufacturers (AEM) and Associated Equipment Distributors (AED) launch the Start Us Up USA! campaign to bring attention to the critical economic situation facing the construction equipment industry and to urge Congress and the administration to quickly enact a multi-year highway bill to create jobs and spur economic recovery. After two successful media events in Las Vegas, NV and Chicago, IL, Stratacomm strived to maintain the campaign’s momentum as it rolled into the nation’s capital by holding a third press conference on the National Mall accompanied by a caravan of construction equipment through the streets of Washington, DC, to send a direct message to lawmakers.

STRATEGIC APPROACH

Stratacomm worked closely with AEM and AED to plan and execute this media event in the heart of Washington, DC, with the U.S. Capitol Building as the backdrop flanked by flatbeds of idle construction equipment. Headliners of the press conference included House Transportation & Infrastructure Committee Chairman Jim Oberstar (D-MN) – who amidst his supportive remarks raised his fist with enthusiasm as the first of 15 tractor trailers hauling unused construction equipment passed by the stage in a convoy that circled the U.S. Capitol and White House no less than six times. Each truck was adorned with giant banners that read “Don’t delay. Our jobs depend on it!” and “It’s time to Start Us Up USA!” The stunning visuals were punctuated by a sea of 5,500 orange flags that enveloped the stage on the Mall – each flag representing 100 jobs lost in the industry.

Logistical challenges included obtaining a permit from the National Parks Service to hold the press conference on the Mall and to insert 5,500 flags into the ground. Stratacomm’s events team also secured permission and permits from the District Department of Transportation to park multiple oversized vehicles on key streets typically restricted to truck traffic, and a police escort for the caravan of 15 tractor-trailers.

RESULTS

The complex press conference and vehicle caravan ran perfectly smoothly on event day. More than a dozen media outlets attended the rally including two national television outlets (ABC and FOX Business News) and all four local network affiliates: ABC, CBS, FOX and NBC. Major print outlets such as Reuters, Dow Jones Newswires and Investor’s Business Daily, along with influential Inside-the-Beltway publications Bureau of National Affairs (BNA) and Energy & Environment Daily/Greenwire were among the print outlets that covered the event. In addition, AEM and AED leadership conducted 22 radio interviews nationwide in the days surrounding the rally. Media impressions from all three events in Las Vegas, Chicago and Washington, DC reached nearly 16 million Americans.

In addition to handling event logistics and media outreach, Stratacomm produced a video capturing DC event highlights.

CLIENT QUOTE

“Many thanks for a beautifully-run event today.”

Anne Forristall Luke, Vice President, Government Affairs, Association of Equipment Manufacturers