• 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.