CHALLENGE

When the U.S. recession hit, the construction equipment industry was already mired in a depression. Research conducted by IHS Global Insight, a respected economic and financial analysis firm, indicated that eight percent of jobs lost (two out of every 25 lost) during the recession were tied to the construction industry -- over 550,000 jobs. SAFETEA-LU, the federal funding bill providing for highway projects, was set to expire. By ignoring this key piece of legislation, Congress was, in essence, allowing this industry to sink ever further. Without a multi-year highway bill ensuring necessary funding for highway projects, construction companies were reluctant to purchase equipment, creating a domino effect in the industry affecting the manufacturers and distributors down to the operators. The Association of Equipment Manufacturers (AEM) and the Associated Equipment Distributors (AED) joined forces to urge Congress and the administration to proceed quickly on enacting a multi-year highway legislation to create jobs and spur economic recovery.

STRATEGIC APPROACH

In order to bring IHS Global Insight’s data to life, Stratacomm worked with AEM and AED to launch Start Us Up USA!, a comprehensive communications campaign with a striking visual element: an idle equipment caravan that moved across the country – from Las Vegas to Chicago to Washington, DC – showcasing underemployed workers and unused equipment. Managing everything from message development to rally logistics, Stratacomm used these events as the focus for media outreach, grassroots activation, online advocacy and direct lobbying.

The campaign began in Las Vegas just one day prior to the expiration of SAFETEA-LU and culminated with a third rally on the National Mall in Washington, DC. The final event featured remarks by Congressman Jim Oberstar (D-Minnesota, 8^th District), the longest equipment caravan to date, and 5,500 construction orange flags staked in the ground, each representing 100 lost jobs. By bringing together workers, lawmakers and media, these events effectively demonstrated the dire conditions facing the industry and urgent need for Congress to “start up the engines” of this ailing sector. 

Additionally, Stratacomm provided strategic counsel on the format, content and layout of the Start Us Up USA! website, a forum to find updated information, share personal stories about the effect the construction industry depression has had on them, post photos and videos and take direct action by contacting their member of Congress.

RESULTS

The Start Us Up USA! campaign earned significant national media attention, reaching nearly 16 million people through print and online stories, radio interviews and both national and local television stories. Stories appeared in major national print (Investor’s Business Daily and BNA), online (Dow Jones Newswires), radio (ABC News Network) and television (FOX Business) outlets, and reached local newspapers, industry trades and blogs. Traffic to the Start Us Up USA! website received a 600 percent increase in traffic from its launch to the Washington, DC rally. Through the integrated approach of Start Us Up USA!, AEM and AED were able to effectively deliver their message to the media and lawmakers, generate grassroots enthusiasm among members and ultimately inspire political action with new infrastructure spending included in the House jobs bill.