WIECKERT WISCONSIN BRANDING EFFORT CASE STUDY-

Television, Radio, Print & Internet Coverage

Legislative Goal Brand the State of Wisconsin like any

other major corporation and create a council to create the brand.

A state branding strategy would continue the Wieckert message of being a leading economic development advocate in the Wisconsin legislature.

How Can Wisconsin Brand Itself?

Research was conducted by bringing in national, regional and local recognized branding firms for insight.

A branding conference series was created in partnership with WisPolitics.

Hundreds of people in Green Bay, Milwaukee and Madison attended these conferences providing opinions.

Green Bay Branding Conference-September 24, 2003

The first event in Curly’s Pub at historic Lambeau Field drew a capacity crowd in attendance.

Moderated by Tom Still, President of the Wisconsin Technology Council.

Panelists include Rep. Steve Wieckert, Department of Tourism Secretary Jim Holperin, Chris Farley Foundation President Tom Farley, Kimberly-Clark Executive Vice President Kathi Seifert, ZD Studios President and Creative Director Mark Schmitz.

Media Coverage for the First Branding Conference Produce in association

with WisPolitics. The conference received

print coverage in The Post-Crescent, Green Bay Press Gazette and Green Bay News Chronicle.

Television news stories on two Green Bay TV stations-WLUK and WFRV.

Green Bay News Chronicle- September 25, 2003Green Bay News Chronicle- September 25, 2003

Branding Wisconsin

The Capital Times, November 10, 2003The Capital Times, November 10, 2003

The Post-Crescent, May 15, 2003The Post-Crescent, May 15, 2003

Editorial Attention Wisconsin State

Journal-May 25, 2003 editorial asked for readers input on branding Wisconsin.

The Post-Crescent- July 9, 2003 business news column discussed the Wieckert branding proposal.

Wisconsin State Journal, May 25, 2003Wisconsin State Journal, May 25, 2003

An Issue at a Crossroads After failing to become law in

both the 2003 and 2005 Wisconsin legislative sessions, a new strategy had to be employed to get final passage for its third legislative session introduction.

The previous media strategy was getting results, but it needed to be more concentrated and higher profiled.

A media plan was created to emphasize print and radio coverage since this was a story that needed time to be explained in further detail.

Wisconsin State Journal, May 29, Wisconsin State Journal, May 29, 2005 2005

Print Media Coverage Milwaukee Journal

Sentinel- May 11, 2007 major front page story on the Wisconsin Branding bill, it was sold by the visuals of the story.

Ryan Foley of the Associated Press wrote a major story on the Wisconsin Branding effort on January 3, 2008.

Over 130 media outlets picked up the January 3, 2008 Associated Press story on the Wisconsin Branding bill on their news websites include the Chicago Tribune, CNBC, Forbes, the Chicago Sun Times, WCBS, CBS News, USA Today, the San Diego Union Tribune and the Houston Chronicle.

Editorial Coverage Milwaukee Journal

Sentinel- Your Opinion column- 2 reader letters on May 16, 2007.

The Wisconsin State Journal-Forum section- 3 letters on June 7, 2007.

The Wisconsin State Journal- A major Sunday editorial endorsement of the Wisconsin Branding bill on October 14, 2007.

The Wisconsin State Journal- 16 letters in the Other View column on October 21, 2007 in response to the editorial endorsement.

Radio Coverage Wisconsin Public Radio- A

full hour discussion on Conversations with Joy Cardin with Rep. Wieckert and Tracey Carson, V-P of integrated marketing, Boelter - Lincoln Marketing Communications on May 10, 2007.

WTMJ (Milwaukee)- Rep. Wieckert was interviewed on the Wisconsin Branding bill for a featured that aired June 22, 2005 and re-aired on May 11, 2007.

Wisconsin Radio Network- Rep. Wieckert was interviewed by Andrew Beckett for a January 5, 2008 story.

WGN (Chicago)- WGN Radio host Spike O’Dell interviewed Rep. Wieckert about the Wisconsin Branding bill on The Spike O’Dell Radio Program on January 4, 2008.

Wisconsin Public Radio-Rep. Wieckert was the featured guest on the February 27, 2008 At Issue with Ben Merens program.

Media Generated From 2003-2008 on Branding Wisconsin

Print Stories-29 Radio Stories: 11 Television Stories: 6 Website Stories: 143 Total Media Hits- 189

Media Generated During 2007-2008 Legislative Session on Branding Wisconsin

Print Stories-14 (48%) Radio Stories: 8 (72%) Television Stories: 4 (66%) Website Stories: 142 (99%) Total Media Hits- 170 (89% of the

Total Media Hits)

Outcome After the bill had been introduced three

times as legislation (2003 AB 240; 2005 AB 389; 2007 AB 265) by Rep. Steve Wieckert, the Wisconsin Department of Tourism administered adopted the idea in 2008.

Its research had demonstrated that branding the state was a valid and worthwhile marketing strategy, backing up previous studies.