White House Looks for Course Correction with ‘Made in America’ Campaign

Administration looks to refocus attention on agenda with three-week push on manufacturing and jobs

President Donald Trump’s administration will kick off a three-week messaging campaign Monday to put renewed focus on the president’s agenda and try to reclaim the national narrative.

The “Made in America” campaign will begin Monday with Trump showcasing American-made products from all 50 states at the White House. The president plans to highlight his administration’s economic platform and how he has been supporting U.S. manufacturing companies. Trump will issue a proclamation Wednesday promoting American workers and the need to keep production in the U.S. On Saturday, he will visit Newport News, Virginia, to participate in the commissioning ceremony of the $13 billion USS Gerald R. Ford aircraft carrier.

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The second phase of Trump’s three-week rebranding campaign, “American Heroes week,” will lead up to the third week, “American Dream week.”

White House press secretary Sean Spicer said that Trump hopes to use the three-week messaging campaign to demonstrate how his “America First” campaign platform will reap tangible results and boost specific elements of the U.S. economy, The Wall Street Journal reported. The three weeks will also serve to lead up to a White House push for tax reform on Capitol Hill.

“As we get into August, we’ll be talking more specifically about tax reform,” Spicer told The Journal. “This definitely starts that process.”

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Trump introduced the “Made in America” theme for July during his weekly address on July 7, saying, “Here at the White House, we are dedicating the month of July to three of our favorite words: ‘Made in America.’ For more than two centuries, those three beautiful words have been the world standard for quality, craftsmanship and excellence — and they still are today.”

“Since taking the oath of office, our government has adopted a new philosophy: America First — and believe me, it’s about time. The era of economic surrender is over — and a new national pride is sweeping across our land,” Trump added. “And as we continue to fight for American workers and industry, it won’t be long before we see the Made in America label proudly displayed on thousands of new products all across this great land and exported all around the world.”

But while the White House unveils “Made in America” week on Monday, the Trump administration will also anxiously await the fate of the Senate GOP’s partial repeal and replace of Obamacare. Senate Majority Leader Mitch McConnell postponed a vote this week so that Sen. John McCain (R-Ariz.), who just underwent surgery for a blood clot, can return to Washington, D.C. and cast his vote. At least 50 of the Senate’s 52 Republicans must vote “yes” for the bill to pass, and with two senators pledging to vote “no,” McCain’s vote is crucial.

“We have utilized all of the resources of the administration to advance the president’s goal of repealing and replacing Obamacare with a patient-centered health care system,” Spicer said, according to WSJ.

A White House official told the press pool Sunday that “Every day and every week, in a sense, is a health care week. It’s something that enormous White House and administration resources have been devoted to since day one.”

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The idea for the White House to embrace further “theme weeks” was the suggestion of White House chief of staff Reince Priebus and Rick Dearborn, the deputy chief of staff, as the White House officials noted when they briefed reporters Sunday. The Trump administration has attempted to highlight “theme weeks” before, including “infrastructure week,” “energy week,” and “technology week” in June.

But each time the White House attempted to rally around such “theme weeks,” the media’s attention became diverted toward new developments in the ongoing probe of Russian interference in the 2016 U.S. election and hysteria over possible collusion involving Trump associates.

The three-week messaging campaign will commence on the heels of an ABC News-Washington Post poll released Sunday, which revealed that only 38 percent of American voters believe Trump is making significant progress in pushing his goals and fulfilling his legislative agenda. Roughly 55 percent of the poll’s respondents believe that Trump’s efforts have fallen flat.

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