This is an experiential marketing campaign I helped develop for the association of equipment manufacturers during my tenure at craft media/digital

The Association of Equipment Manufacturers (AEM) represents the voice of the equipment manufacturing industry, with a mission to amplify the stories of the 2.3 million men and women who build, power, and feed the world. Of the 10 U.S. states with the most equipment manufacturing jobs, 6 played a pivotal role in the outcome of the recent Presidential election. That is why, in a presidential election year, AEM launched its multi-market campaign, the AEM Manufacturing Express, to tell the stories of the people of the industry, celebrate their many accomplishments, highlight the crucial role that equipment manufacturers play in communities across America, and underscore the impact the industry has on our nation’s social and economic well-being. 

The 2.3 million jobs supported by the U.S. equipment manufacturing industry account for 11% of all U.S. manufacturing sector employment, vitally supporting countless American communities. AEM sought to create a campaign that could better tell that story, by meeting manufacturing workers in their communities, inviting elected officials to speak, and creating opportunities for media to cover our industry. That’s where the inspiration for a bus tour came in. By driving cross-country, we could do an event at a different manufacturer every day and spread our message nationwide. To date, the AEM Manufacturing Express has done 103 events across 23 states with more coming soon.

The AEM Manufacturing Express campaign is designed to celebrate the men and women of the industry and the positive impact of their work. The people behind this industry drive our economy, fuel job creation, foster innovation, and lift local communities every single day. The campaign brings these stories to the forefront, ensuring their contributions are recognized and their voices heard.

Being a part of this campaign is one of the greatest privileges of my career, shepherding the development of much of its award winning creative. This included its robust campaign website manufacturingexpress.org, a full length documentary with an accompanying trailer, and much more. Awards included:

• 5 Communicator Awards for 2025

• 5 Telly Awards for 2025

• 5 Davey Awards for 2024

• 4 w3 Awards for 2025

• FINALISTS in the 2025 SABRE Awards North America

• HONORABLE MENTION at the 2025 PRNEWS Platinum Awards

• HONORABLE MENTION at the 2025 Experiential & Events PR Awards

The website is the central hub of the campaign for participating member companies, press, and the general public. At manufacturingexpress.org users can find stories collected from the road, whether that be through testimonials captured from workers, interviews with elected officials, or event recaps captured at every facility the bus visits. I personally have been on the road for 11 weeks since the tour started and wrote many of these recaps myself. Recaps are an avenue for the campaign to not only talk about the day’s events, but highlight the unique story of each company on the tour.

Each of these companies and the people who work there have their own rich histories and stories to tell. Being able to meet them all firsthand, help share their story, and break any misconceptions the general public has about manufacturing has been one of the most personally rewarding things I have ever gotten to do in my personal career. You can see more of the campaign at its full website manufacturingexpress.org