I-39/90 NOW Coalition

PRW made the steps to get positive results

Traffic for the 45-mile stretch of Interstate 39/90 between Madison and Beloit is increasing yearly, and with it comes more accidents and an adverse effect on Wisconsin’s economy.
To have Gov. Doyle call the Transportation Projects Commission to meet so it can recommend the project, which then can receive enumeration with the Legislature.
Target Audiences:
Residents, elected officials, businesses and media along the corridor.
Putnam Roby Williamson Communications interviewed Dan Cunningham, vice president Forward Janesville (an economic development group that had started the process) to learn about the corridor, what had previously been done on the public/community relations front and what the public and legislative sentiment was. PRW then proceeded to research the media’s take on the situation, analyzing previous stories and editorials.
1 PRW built a website — congestioncorridor.com — to provide information to all target audiences and to sign up members for the newly formed I-39/90 NOW Coalition. The reasoning was that a larger coalition would put more pressure on the area’s elected officials and the media to call for action.
2 PRW also created messages and talking points based on safety, strengthening the economy and creating jobs. They were presented in a press conference announcing the creation of the coalition on April 12, 2010 at a local business in Janesville. Assembly Speaker Mike Sheridan (D-Janesville) was a featured speaker, and PRW invited other elected officials, construction workers and other prominent business professionals.
3 The next step was to set up editorial board meetings with newspapers in the corridor. PRW talked to or met with (along with Cunningham) the Beloit Daily News, the Janesville Gazette, the Wisconsin State Journal, the Milton Courier, the Edgerton Reporter and the Stoughton Courier Hub. An op-ed also was distributed to several newspapers along I-39/90/94 north of Madison, as their communities are affected as well.
4 Speaker Sheridan played host to his own press conference two months later, and PRW assisted Forward Janesville in its speaking role.
5 On Aug. 17, Gov. Doyle announced he would be calling the TPC to meet before the end of the year. PRW distributed a press release applauding the decision.


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PRW won an international award for our efforts

2011-Hermes Award_small The PRW team won an international award – the Hermes Creative Award – for their successfully implemented campaign: I-39/90 NOW Coalition.