Built for this moment
Manufacturing, Public relations, Media relations
A tariff story with a different ending
New trade policies sent many manufacturers scrambling. Excel Dryer didn’t have to. Its commitment to American-made products goes back decades, so the tariff shake-up didn’t force a pivot. It proved a point.
Excel’s made-in-the-USA ethos was never a reaction. It was the foundation, and it gave the company a rare story to tell in a tense news cycle.
A pitch with perfect timing
Tariff anxiety filled the news cycle, which left room for a different angle. Market Mentors launched the Tariff Talk campaign to position Excel Dryer as a model of resilient, reshored manufacturing.
We pitched outlets from local to national and international, top-tier to regional. The message stayed simple: Excel Dryer wasn’t weathering the storm. It was built for it.
From the Sunday paper to the White House
Media outlets took notice. Features in The Boston Globe, Boston Herald and Reuters paved the way for a full-page Washington Post Sunday story. Within 24 hours, the White House reached out, and the article was republished on its website.
In a time of uncertainty, Excel Dryer became a national example of tariff-proof success and a testament to foresight and steady values. It didn’t merely survive. It helped lead the way.
