The Challenge
In 2012, the Fabricators and Manufacturers Association, the Manufacturing Extension Partnership, the National Association of Manufacturers, and the Manufacturing Institute created Manufacturing Day, an annual celebration of modern manufacturing meant to inspire the next generation of manufacturers. The basic idea: Encourage manufacturers across the U.S. to open their doors to demonstrate what modern manufacturing really looks like. To transform the annual event into a national movement, they would need a new, B2B event marketing strategy.
Two million manufacturing jobs will go unfilled by 2025. Manufacturing Day seeks to narrow that skills gap by inspiring the next generation through first-hand contact with manufacturing. The first step: Motivate manufacturers to open their doors.
Solution
INDUSTRIAL joined Manufacturing Day in 2013 as its marketing arm, creating foundational elements — including a visual identity and high-level messaging — to launch a strategic marketing campaign to drive event host and attendee participation. Every year since then, INDUSTRIAL has adjusted the campaign strategy to grow the movement and strengthen the event's B2B identity across the country.
INDUSTRIAL developed the MFG Day brand, created resources for hosts to mount successful events, developed a website where hosts and attendees could connect, and ran integrated communications and media programs to stoke participation.
Results
1,000+%
increase in manufacturer participation since 2012.
