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Wisconsin Branding Media Case Study


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Published in: Business, News & Politics
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Wisconsin Branding Media Case Study

  1. 1. WIECKERT WISCONSIN BRANDING EFFORT CASE STUDY- <ul><li>Television, Radio, Print & Internet Coverage </li></ul>
  2. 2. Legislative Goal <ul><li>Brand the State of Wisconsin like any other major corporation and create a council to create the brand. </li></ul><ul><li>A state branding strategy would continue the Wieckert message of being a leading economic development advocate in the Wisconsin legislature. </li></ul>
  3. 3. How Can Wisconsin Brand Itself? <ul><li>Research was conducted by bringing in national, regional and local recognized branding firms for insight. </li></ul><ul><li>A branding conference series was created in partnership with WisPolitics. </li></ul><ul><li>Hundreds of people in Green Bay, Milwaukee and Madison attended these conferences providing opinions. </li></ul>
  4. 4. Green Bay Branding Conference- September 24, 2003 <ul><li>The first event in Curly’s Pub at historic Lambeau Field drew a capacity crowd in attendance. </li></ul><ul><li>Moderated by Tom Still , President of the Wisconsin Technology Council. </li></ul><ul><li>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. </li></ul>
  5. 5. Media Coverage for the First Branding Conference <ul><li>Produce in association with WisPolitics . </li></ul><ul><li>The conference received print coverage in The Post-Crescent, Green Bay Press Gazette and Green Bay News Chronicle. </li></ul><ul><li>Television news stories on two Green Bay TV stations -WLUK and WFRV. </li></ul>Green Bay News Chronicle- September 25, 2003
  6. 6. Branding Wisconsin The Capital Times, November 10, 2003 The Post-Crescent, May 15, 2003
  7. 7. Editorial Attention <ul><li>Wisconsin State Journal- May 25, 2003 editorial asked for readers input on branding Wisconsin. </li></ul><ul><li>The Post-Crescent- July 9, 2003 business news column discussed the Wieckert branding proposal. </li></ul>Wisconsin State Journal, May 25, 2003
  8. 8. An Issue at a Crossroads <ul><li>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. </li></ul><ul><li>The previous media strategy was getting results, but it needed to be more concentrated and higher profiled . </li></ul><ul><li>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. </li></ul>Wisconsin State Journal, May 29, 2005
  9. 9. Print Media Coverage <ul><li>Milwaukee Journal Sentinel- May 11, 2007 major front page story on the Wisconsin Branding bill, it was sold by the visuals of the story. </li></ul>
  10. 10. <ul><li>Ryan Foley of the Associated Press wrote a major story on the Wisconsin Branding effort on January 3, 2008. </li></ul><ul><li>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 . </li></ul>
  11. 11. Editorial Coverage <ul><li>Milwaukee Journal Sentinel- Your Opinion column- 2 reader letters on May 16, 2007. </li></ul><ul><li>The Wisconsin State Journal- Forum section- 3 letters on June 7, 2007. </li></ul><ul><li>The Wisconsin State Journal- A major Sunday editorial endorsement of the Wisconsin Branding bill on October 14, 2007. </li></ul><ul><li>The Wisconsin State Journal- 16 letters in the Other View column on October 21, 2007 in response to the editorial endorsement. </li></ul>
  12. 12. Radio Coverage <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Wisconsin Radio Network- Rep. Wieckert was interviewed by Andrew Beckett for a January 5, 2008 story. </li></ul><ul><li>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. </li></ul><ul><li>Wisconsin Public Radio- Rep. Wieckert was the featured guest on the February 27, 2008 At Issue with Ben Merens program. </li></ul>
  13. 13. Media Generated From 2003-2008 on Branding Wisconsin <ul><li>Print Stories- 29 </li></ul><ul><li>Radio Stories: 11 </li></ul><ul><li>Television Stories: 6 </li></ul><ul><li>Website Stories: 143 </li></ul><ul><li>Total Media Hits- 189 </li></ul>
  14. 14. Media Generated During 2007-2008 Legislative Session on Branding Wisconsin <ul><li>Print Stories- 14 (48%) </li></ul><ul><li>Radio Stories: 8 (72%) </li></ul><ul><li>Television Stories: 4 (66%) </li></ul><ul><li>Website Stories: 142 (99%) </li></ul><ul><li>Total Media Hits- 170 (89% of the Total Media Hits) </li></ul>
  15. 15. Outcome <ul><li>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. </li></ul><ul><li>Its research had demonstrated that branding the state was a valid and worthwhile marketing strategy, backing up previous studies. </li></ul>