Strategic Communication Plan   By Scott Becher, Chief of Staff  Rep. Steve Wieckert  Cord Blood Information Law – Jeremy...
Object of the Cord Blood Information Law <ul><li>2005 Assembly Bill 270/ Senate Bill 127- were designed to provide umbilic...
Branding Goal for Legislation  <ul><li>To have Wisconsin State  Rep. Steve Wieckert  (R-Appleton) (above with a sample cor...
Coalition of Supporters   <ul><li>The Leukemia & Lymphoma Society </li></ul><ul><li>Hunter’s Hope </li></ul><ul><li>Wiscon...
Effective Personal Testimonials <ul><li>Randy and Tanys Thoms </li></ul><ul><li>Valerie Gacek </li></ul><ul><li>Renee Dwye...
Fact Finding Mission <ul><li>I arranged and accompanied Rep. Wieckert on a September 29, 2005 tour of the New York Blood C...
Visible Television Coverage  <ul><li>For the Cord Blood Information Law, I focused on more television coverage, getting  1...
Effective Television Message <ul><li>http://www.channel3000.com/family/4582350/detail.html </li></ul><ul><li>I acted as th...
Extensive Television Coverage <ul><li>WFRV, Green Bay- News Channel 5’s Lisa Malak interviewed  Rep. Wieckert , a physicia...
Nationally Known Advocate   <ul><li>Governor Jim Doyle signed the cord blood donation bill- Assembly Bill 270 in Milwaukee...
How One Station Covered It  <ul><li>Bill Signing Coverage on WGBA, Green Bay </li></ul><ul><li>Voice of NBC 26 Reporter Ke...
State Newspaper Coverage  <ul><li>The Wisconsin State Journal (3)  </li></ul><ul><li>The Capital Times  </li></ul><ul><li>...
Major Newspaper Coverage <ul><li>The Wisconsin State Journal, June 23, 2005  </li></ul><ul><li>The Capital Times, June 10,...
<ul><li>October 11, 2005 -A major story on the Cord Blood Information Law in Appleton, Wisconsin based The Post-Crescent b...
Repeated Radio Coverage Across Wisconsin <ul><li>Wisconsin Radio Network (2)  </li></ul><ul><li>WTDY, Madison  </li></ul><...
Effective Radio Stories  <ul><li>April 20, 2005:  </li></ul><ul><li>Wisconsin Radio Network: Umbilical cord blood underuse...
National Media  <ul><li>Rep. Wieckert  was interviewed by Mary Alice Williams of WCBS News Radio 880, New York for the Jan...
Media Release Issued, May- December 2005 <ul><li>Wisconsin Right to Life- 6 </li></ul><ul><li>Pro Life Wisconsin- 5 </li><...
Each Wieckert Release had a Strategic Value <ul><li>May 20, 2005 - Wieckert talked to major cord blood researcher- Duke Un...
Total Media Hits  <ul><li>Radio -  13  stories  </li></ul><ul><li>Television-  16  stories  </li></ul><ul><li>Newspapers- ...
Continued Promotion of the Issue <ul><li>Rep. Wieckert  and Cryobanks International President and CEO  Dwight Brunoehler  ...
Outcome <ul><li>The significant media impact continued the overall message that  Rep.Wieckert  was a cutting edge healthca...
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Cord Blood Information Law Strategic Media Plan

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Cord Blood Information Law Strategic Media Plan

  1. 1. Strategic Communication Plan By Scott Becher, Chief of Staff Rep. Steve Wieckert Cord Blood Information Law – Jeremy’s Law
  2. 2. Object of the Cord Blood Information Law <ul><li>2005 Assembly Bill 270/ Senate Bill 127- were designed to provide umbilical cord blood banking information to pregnant women at 35 weeks of pregnancy by their prenatal health care provider. </li></ul>
  3. 3. Branding Goal for Legislation <ul><li>To have Wisconsin State Rep. Steve Wieckert (R-Appleton) (above with a sample cord blood banking kit) viewed as an innovative lawmaker in the healthcare field in Wisconsin and the nation as a whole. Respected by his legislative peers for the unique professional healthcare relationships developed and his first hand knowledge of the subjects. </li></ul>
  4. 4. Coalition of Supporters <ul><li>The Leukemia & Lymphoma Society </li></ul><ul><li>Hunter’s Hope </li></ul><ul><li>Wisconsin Right to Life </li></ul><ul><li>Pro-Life Wisconsin </li></ul><ul><li>Cryobanks International </li></ul><ul><li>Illinois State Representative David Leitch </li></ul><ul><li>National Children’s Leukemia Foundation </li></ul><ul><li>Hunter’s Hope founder, former NFL QB Jim Kelly testifying at the Wisconsin State Senate public hearing. </li></ul>
  5. 5. Effective Personal Testimonials <ul><li>Randy and Tanys Thoms </li></ul><ul><li>Valerie Gacek </li></ul><ul><li>Renee Dwyer </li></ul><ul><li>Stacy Leonard </li></ul><ul><li>David and Cindy Cooper </li></ul><ul><li>David and Cindy Cooper testifying at the Wisconsin State Senate public hearing. </li></ul>
  6. 6. Fact Finding Mission <ul><li>I arranged and accompanied Rep. Wieckert on a September 29, 2005 tour of the New York Blood Center and meeting with its director, Dr. Pablo Rubinstein . It enabled him to talk about cord blood banking with first hand knowledge information to his colleagues, constituents and members of the media. </li></ul><ul><li>Dr. Pablo Rubinstein </li></ul>
  7. 7. Visible Television Coverage <ul><li>For the Cord Blood Information Law, I focused on more television coverage, getting 16 television stories done because of the visible nature of the issue with women and parents. </li></ul><ul><li>WITI, Milwaukee </li></ul><ul><li>WTMJ, Milwaukee </li></ul><ul><li>WVTV, Milwaukee </li></ul><ul><li>WISC, Madison </li></ul><ul><li>WMTV, Madison (3) </li></ul><ul><li>WKOW, Madison (3) </li></ul><ul><li>WFRV, Green Bay (3) </li></ul><ul><li>WGBA, Green Bay (3) </li></ul>
  8. 8. Effective Television Message <ul><li>http://www.channel3000.com/family/4582350/detail.html </li></ul><ul><li>I acted as the office spokesperson for a </li></ul><ul><li>WISC-TV Madison story on the bill </li></ul><ul><li>that aired on June 7, 2005. </li></ul>
  9. 9. Extensive Television Coverage <ul><li>WFRV, Green Bay- News Channel 5’s Lisa Malak interviewed Rep. Wieckert , a physician and an expectant mother of twins on the benefits of cord blood banking on July 26, 2005. </li></ul><ul><li>WGBA, Green Bay- NBC 26 Reporter Kendra Oestreich, interviewed Rep. Wieckert and Aurora Bay Care OB/GYN William Morrissey on the cord blood bill on September 27, 2005. </li></ul><ul><li>WGBA, Green Bay- Kendra Oestreich, NBC 26 Reporter interviewed Rep. Wieckert and the Thom’s family (below) for a 6PM piece and a longer 10 PM piece on the signing of the now named Jeremy’s Law on December 15, 2005. </li></ul>
  10. 10. Nationally Known Advocate <ul><li>Governor Jim Doyle signed the cord blood donation bill- Assembly Bill 270 in Milwaukee with Hunter’s Hope founder Jim Kelly via video conference. It was covered by Milwaukee television stations: WITI, WTMJ and WVTV and Green Bay television station- WGBA. </li></ul><ul><li>WVTV ’s News at Nine did a story on the cord blood information law bill signing event that aired December 15 and a follow up story about the Thom’s family for which Jeremy’s Law is named after that aired December 16, 2005. </li></ul>
  11. 11. How One Station Covered It <ul><li>Bill Signing Coverage on WGBA, Green Bay </li></ul><ul><li>Voice of NBC 26 Reporter Kendra Oestreich </li></ul>
  12. 12. State Newspaper Coverage <ul><li>The Wisconsin State Journal (3) </li></ul><ul><li>The Capital Times </li></ul><ul><li>Green Bay Press Gazette </li></ul><ul><li>The Post-Crescent (6) </li></ul><ul><li>Eau Claire Leader-Telegram </li></ul><ul><li>Sheboygan Press </li></ul><ul><li>The Milwaukee Journal Sentinel </li></ul><ul><li>The Associated Press </li></ul>
  13. 13. Major Newspaper Coverage <ul><li>The Wisconsin State Journal, June 23, 2005 </li></ul><ul><li>The Capital Times, June 10, 2005 </li></ul>
  14. 14. <ul><li>October 11, 2005 -A major story on the Cord Blood Information Law in Appleton, Wisconsin based The Post-Crescent by Health Reporter Wendy Harris in the Your Health section. </li></ul>
  15. 15. Repeated Radio Coverage Across Wisconsin <ul><li>Wisconsin Radio Network (2) </li></ul><ul><li>WTDY, Madison </li></ul><ul><li>WIBA, Madison </li></ul><ul><li>WUWM, Milwaukee (2) </li></ul><ul><li>WTAQ, Green Bay </li></ul><ul><li>WHBY, Appleton (2) </li></ul><ul><li>WOSH, Oshkosh </li></ul>
  16. 16. Effective Radio Stories <ul><li>April 20, 2005: </li></ul><ul><li>Wisconsin Radio Network: Umbilical cord blood underused, lawmakers say </li></ul><ul><li>December 19, 2005: </li></ul><ul><li>Wisconsin Radio Network: Wieckert: Umbilical cord blood saves lives </li></ul>
  17. 17. National Media <ul><li>Rep. Wieckert was interviewed by Mary Alice Williams of WCBS News Radio 880, New York for the January 2, 2006 edition of “Closer Look” on the national impact of the Cord Blood Information Law-Jeremy’s Law. </li></ul>
  18. 18. Media Release Issued, May- December 2005 <ul><li>Wisconsin Right to Life- 6 </li></ul><ul><li>Pro Life Wisconsin- 5 </li></ul><ul><li>Rep. Wieckert, author- 6 </li></ul><ul><li>GOP Press-2 </li></ul><ul><li>Total: 19 </li></ul>
  19. 19. Each Wieckert Release had a Strategic Value <ul><li>May 20, 2005 - Wieckert talked to major cord blood researcher- Duke University professor Joanne Kurtzberg </li></ul><ul><li>June 15, 2005 - Wieckert bill advances to Assembly floor </li></ul><ul><li>June 17, 2005 - Wieckert meets national cord blood leader Rep. Chris Smith (R-New Jersey) </li></ul><ul><li>June 24, 2005 - Assembly approval of cord blood information bill </li></ul><ul><li>July 21, 2005 - Senate committee public hearing with Jim Kelly video appearance </li></ul><ul><li>December 29, 2005 - Wieckert to appear on WCBS Radio-New York </li></ul>
  20. 20. Total Media Hits <ul><li>Radio - 13 stories </li></ul><ul><li>Television- 16 stories </li></ul><ul><li>Newspapers- 24 stories </li></ul><ul><li>Web Blog- 11 stories </li></ul><ul><li>Newsletter- 8 stories </li></ul><ul><li>72 Stories Total </li></ul>
  21. 21. Continued Promotion of the Issue <ul><li>Rep. Wieckert and Cryobanks International President and CEO Dwight Brunoehler did a 20 minute presentation on cord blood banking at the November 11, 2006 Aurora 4th Annual Women’s CME conference in Green Bay, Wisconsin. </li></ul>
  22. 22. Outcome <ul><li>The significant media impact continued the overall message that Rep.Wieckert was a cutting edge healthcare lawmaker, who does legislation that helps children and families in the state. </li></ul>

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