Challenge Drive message that Alliant Energy is a leader in renewable energy sources, as well as thank the communities of Eden, Wis., and Empire, Wis., for their cooperation in allowing Alliant Energy to build a 12.2-square mile wind farm containing 41 wind turbines that will produce enough energy to power at least 17,000 homes. |
Solution Invite media, residents and DNR to a groundbreaking ceremony on the site of the wind farm; provide tours of the area with vans and a motorcoach; and host a luncheon at the community center with food provided by a local catering service. |
Results Support from the residents is further increased; DNR secretary says the wind farm will position Wisconsin to be a leader in alternative energy; and four newspapers, two radio stations and two television stations report positively on event. |
Challenge Celebrate ERCO Worldwide's 40th anniversary and announcement of a $95 million plant conversion that will eliminate mercury from the operations of the international supplier of products for the pulp, paper, water purification, agriculture and food industries. |
Solution Manage luncheon at local country club for plant workers, executives and state officials; draft and manage talking points and media relations for ERCO staff; distribute 40th anniversary gifts; coordinate Wisconsin DNR secretary participation and speaking role; coordinate radio interviews with company president. |
Results Environmental groups praise the plant conversion, which will extend the life of the plant another 25-30 years; DNR secretary lauds plan; announcement proliferates through many newspaper and radio interviews. |
Challenge Generate media coverage for the announcement of the new Willy Street Co-op grocery store opening at Metropolitan Place condominiums, the best example of downtown living at its finest. Downtown Madison has no full-service grocery store prior to this announcement. Small store across the street could pose as an opponent. |
Solution Host a press conference in front of the new Willy Street Co-op with an unveiling of the store sign; manage media; invite the mayor to speak at the event to increase media attendance; script all speakers, including mayor, with positive messages; create media packets that include info on the condos and the store; and throw a Realtor party at the condo site with catering provided by Willy St. Co-op. |
Results Four newspapers, three television stations and one radio station report on the grand opening; Internet traffic to the Metropolitan Place Web site increases and inquiries for condo tours increase; and speakers ensure media and neighbors that Co-op and store across the street will complement each other. |
Challenge Obtain approval for construction of $80 million ethanol plant on 18 acres of industrial land along the Buffalo River for RiverWright, LLC, an investment company based in Buffalo, N.Y. |
Solution Perform public outreach, discussion and review; parlay key facts (economic impact, creation of jobs, re-use of abandoned facilities, improvement of river quality, etc.) as major reasons for building plant; work extensively with local media and officials; coordinate and manage on-site press conference. |
Results All major political and regulatory hurdles cleared in nine months; Buffalo City Council approves project in 8-1 vote; The Buffalo News labels the project as "one of the most exciting private-sector initiatives to come along in years in this region." |
Challenge Obtain public acknowledgement of historic agreement between Town of Windsor, Wis., and Schwa Development, LLC, to develop 85-acre parcel of land in northern Dane County that will give the area a town center, provide hundreds of new jobs and bring in increased tax revenue to Windsor and surrounding communities. |
Solution Bring together area residents, local leaders and media to a signing event/celebration at Town Hall; have Town of Windsor chairman ceremonially sign agreement with Schwa Development in front of large audience; show digital fly-through animation of proposed project to guests; hand out animation, contacts, timeline, etc. as part of media packet; and enjoy food and beverage and one-on-one conversations between officials and residents. |
Results Increased support from Windsor officials and residents; favorable coverage in four newspapers and two television stations generated; story carried into media for three days; further events of similar nature planned. |
Challenge Coordinate event planning for biannual meeting of Collaboration Council at Monona Terrace in Madison, Wis.; unveil new brand identity Thrive, which is the name of the eight-county region in southern Wisconsin; facilitate methods of increasing brand awareness; unveil Web site. |
Solution Work with MC and key personnel in agenda and meeting logistics; contract with local community television station WYOU to film event for later broadcast and to share among seven other counties; set up stations for Web site demonstrations; create seed packets containing postcards and USB drive for council members to spread message; script and produce video to introduce new brand. |
Results Collaboration Council enthusiastically receive new brand identity; video helped understanding of Thrive's goals and strengths; seed packets considered excellent method of driving brand awareness; front page story in local newspaper and editorial support in local newspaper. |
Challenge Introduce the new executive director of the Wisconsin Transportation Development Association statewide; show need for increased transportation funding in state budget; drive message: Wisconsin has cheapest costs associated with driving in the Midwest. |
Solution Coordinate and manage editorial board meetings and radio interviews statewide; draft and deliver targeted editorials for each region; create and provide media packet featuring CD of graphics and background materials. |
Results Newspapers statewide publish editorial urging increases in transportation budget; relationships are established for TDA and media; messages introduced statewide. |