Economy
Zekelman Campaign Advocates for U.S. Manufacturing
Written by Tim Triplett
September 3, 2020
Zekelman Industries has launched a national advertising campaign advocating for increasing the level of manufacturing in the United States. Over the course of September and October, the company estimates its campaign will generate an estimated 315 million impressions, reaching decision-makers and policy influencers outside of the brand’s typical target audience of distributors, contractors, building developers and manufacturers. Zekelman Industries is the largest independent manufacturer of Hollow Structural Sections and steel pipe in North America.
The campaign, called “Life Reinforced,” aims to galvanize Americans inside and outside manufacturing sectors to understand the vital role manufacturing has in the economy and community. Increasing the level of domestic manufacturing and reshoring will help reverse unemployment trends, recreate self-sufficiency and repair communities in need. With localized billboards, online and print advertising in mainstream publications, and radio ads on 2,000 stations across 31 states, the “Life Reinforced” voice engages decision-makers directly with its “Make It Here” message, starting with an eight-page address to America’s C-suite in the September issue of Forbes.
“We can make a difference for people and communities in need. We just have to make it here,” says Zekelman Industries CEO Barry Zekelman. “We built this company and operate our 17 manufacturing locations on the belief that we all bear responsibility to ourselves, each other, our families and our local communities. We know from our own experience and economic studies that manufacturing jobs can lead to five or more additional jobs in the community. To make sure life goes on, even in the most challenging times, that’s what ‘Life Reinforced’ is all about.”
Zekelman practices what he preaches. In the last 24 months, Zekelman Industries has opened four factories in Blytheville, Ark.; Birmingham, Ala.; Killeen, Texas; and Chandler, Ariz., representing more than $300 million in investment and creating more than 400 steel-based manufacturing jobs.
Pointing to job losses in the United States over the past two decades, Zekelman has been an outspoken critic of China and the World Trade Organization, arguing that “America is losing manufacturing jobs due not to advancements in technology but to poor trade deals and unfair trading practices.”
As his ads point out in their call to action, we live in a partisan world, but let’s align on this one thing and all join the conversation on reshoring and renewing American manufacturing.
Tim Triplett
Read more from Tim TriplettLatest in Economy
Steel Summit: ITR economist urges execs to prepare for growth, not recession
If the steel industry professionals who made it to the very final presentation of this year’s SMU Steel Summit were expecting another round of cautious forecasting, they were in for a surprise. Because what they got was a wake-up call.
ISM: Manufacturing growth remained down in August
US manufacturing activity remained muted in August despite a marginal gain from July's recent low, according to supply executives contributing to the Institute for Supply Management (ISM)’s latest report.
Steel Summit: Dr. Basu blames tariffs for riskier path ahead
Steel executives packed the main conference hall of the 2025 SMU Steel Summit on Tuesday, Aug. 26, to hear economist Dr. Anirban Basu lay out his blunt view of tariffs, inflation, and demand.
Steel Summit: Schneider sees SDI ‘on the edge of a very good run’
Steel Dynamics Inc. (SDI) President and Chief Operating Officer, Barry Schneider, remains bullish about the Fort Wayne, Ind.-based steelmaker’s position in the current market.
US housing starts gain momentum in July
US housing starts rose in July both month-on-month and year-on-year, according to figures from the US Census Bureau.