Full media strategy for Taste of Emerge, Emerge Wisconsin, Brown County recruitment

1. Taste of
Emerge
Brown County
Adaptable Plan
Wendy Stallings

2. Taste of Emerge
Brown County Adaptable Plan
Wendy Stallings
Research Section
Client Research
Emerge Wisconsin is part of the larger organization Emerge America. Tasked with training
Democratic women for political offices, Emerge Wisconsin opened in 2007. 1 Emerge exists to
correct gender disparity in elected positions. The Emerge Wisconsin website states the United
States is 90th in the world for elected women. Contrary to a belief that publics resist women in
politics, “leading theorists believe women simply are not running for office”2. Emerge works
toward understanding that phenomena, changing the outlook by training democratic women
and empowering them with tools and resources to win political campaigns.
In 2012, Emerge Wisconsin celebrated the graduation of its sixth class, increasing the alumnae
number to 100 women. The Emerge Wisconsin webpage highlights its success of 56% of
alumnae campaigning for local, state and federal offices; of that number 59% have won their
elections.
Emerge Wisconsin Leadership
Emerge Wisconsin is staffed by Executive Director, Wendy Strout and Program Coordinator,
Kimberly Wilke. Ms. Strout has extensive experience politically having worked on Congressional
races in three states in various roles, as a gubernatorial fundraiser, labor union political
organizer and as a labor coalition coordinator. Ms. Strout also “served as the Director for the
Wisconsin Civic Engagement Project (now Wisconsin Voices).”3
Ms. Wilke is a dual-degree alumna of the University of Wisconsin-Madison. Ms. Wilke “served a
term as an AmeriCorps volunteer, working with AgrAbility of Wisconsin” then worked as
Constituent Relations Liaison for Wisconsin Senator Lena Taylor. Ms. Wilke’s role with Emerge
Wisconsin focuses on recruitment, outreach and alumnae training.
Emerge Wisconsin has a 12-member board and a 20-member advisory board. Both boards
consist of women elected to political office and local and national organization women leaders.
Training
The Emerge Wisconsin training program is seven months long, with classes based in both
Milwaukee and Madison. Additionally, La Crosse and Eau Claire have been added as training
locations emphasizing the extended reach to democratic women in the northwest and west
regions of Wisconsin. Beyond training on the policy, procedures and intricacies of running for
pg. 1
1 http://www.emergewi.org/press/emerge-wisconsin-graduates-class-2012
2 http://www.emergewi.org/training/why
3 http://www.emergewi.org/about/staff

3. Taste of Emerge
Brown County Adaptable Plan
Wendy Stallings
political office, Emerge Wisconsin provides opportunities to network, build sponsor and support
bases and encourage volunteerism in local and political organizations and events.
Training topics covered:
pg. 2
 Public Speaking and Communication
 Fundraising
 Media and Messaging
 Networking
 Campaign Strategy
 Field Operations
 Labor and Endorsements
 Technology and New Media
 Cultural Competency
 Ethical Leadership4
Target population
Emerge Wisconsin welcomes democratic women in the state of Wisconsin to apply each fall.
Optimum class size ranges between 20-25 women. Emerge America and Wisconsin strive for
diversity, an essay requirement on the application. Diversity outreach categories include: “age,
race, color, national or ethnic origin, marital status, religious affiliation, sexual orientation or
physical abilities”.5
Criteria for democratic women seeking to apply for Emerge Wisconsin are below:
 Commitment to effective political leadership through demonstration and involvement
with community or workplace
 Desire and commitment to campaign for elective office
 Demonstrate social interaction excellence: networking, influencing others, garnering
consensus and working with diverse publics to achieve goals
 Demonstrate communication skill excellence: articulate a personal political vision
 Commit to full participation and attendance requirements of the trainings6
PR target population
Emerge Wisconsin seeks to extend reach to counties north, northwest and west of Milwaukee
and Dane counties. Additionally, Emerge Wisconsin wants to increase both awareness for its
program and training application numbers from democratic women diverse geographically and
economically. Emerge Wisconsin does not consider post-secondary educational attainment,
4 http://www.emergewi.org/training/curriculum
5 http://www.emergewi.org/training/application
6 Adopted from http://www.emergewi.org/training/application

4. Taste of Emerge
Brown County Adaptable Plan
Wendy Stallings
marital status, employment status or sector or family-size as part of its applicant selection.
Specific elected offices have restrictions on age, and residency.
Competition
Emerge Wisconsin is the only program exclusively serving democratic women in the state of
Wisconsin. Other programs that vie for candidates and financial support in Wisconsin include7:
pg. 3
Democratic Leadership Institute (Democratic Party of Wisconsin), two-day
training in Madison for men and women ages 18-25.
Progressive Majority Candidate Recruitment and Development Program
(Progressive Majority) ten year old Madison-based program, focused on local and
state elected offices. Skills training, support and networking provided in group
and one-on-one atmosphere.
NEW Leadership Wisconsin (The Women's Leadership Institute, Mount Mary
College)
Six-day, non-partisan program in Milwaukee addressing disparity of women in
local, regional, state and national political levels. NEW Leadership Wisconsin
encourages political involvement “up to and including elective office”.
Center for Progressive Leadership - Wisconsin
Two training types offered nationally:
Nine-month, State Political Leaders Fellowship for promising political leaders and
future candidates in battleground states. The Fellowship program includes
political training, coaching, mentorship, and networking events.
Single session, Springboard Trainings build regional, long-term political power for
activists, political staff, and future candidates
Leadership Wisconsin
31 year old fellowship program for Wisconsin residents develops state leaders in
communities, businesses, and government. Program consists of three-day
seminars in-state, one-week seminar in Washington, DC, two-week seminar in
7 http://www.cawp.rutgers.edu/education_training/trainingresources/Wisconsin_resources.php

5. Taste of Emerge
Brown County Adaptable Plan
Wendy Stallings
pg. 4
another country, and a one-week seminar in another state outside of the
Midwest.
Wisconsin NOW (National Organization for Women)
Long established (1966) organization of feminist activists; also the largest. NOW
participates in education and advocacy activities to bring about equality for all
women.
Audience Research
This PR plan focuses on Brown County, Wisconsin; however the template created may be
adapted for similar municipalities and counties. Brown County consists of two major cities:
Green Bay and DePere; 9 Villages and 13 towns8.
County demographics
The US Census Bureau estimates the 2012 population of Brown County at 253,032. The county
predominately self-identifies as White, non-Hispanic and non-Latino (Racial demographics
shown in Figure 1). Brown County is predominately male; females, 15 and older, account for
39.3% of the population in the county.
Brown County
Racial Demographics
83.0%
3.0%
2.9%
2.5%
2.0%
7.6%
Figure 1: QuickFacts from the US Census Bureau
8 http://www.co.brown.wi.us/municipalities/
White, Non-Hispanic
Black
American Indian/Alaska Native
Asian
Bi-Racial
Hispanic/Latino

6. Taste of Emerge
Brown County Adaptable Plan
Wendy Stallings
90.2% of residents have completed high school and 25.8% of the Brown County population has
attained a Bachelor’s degree of higher.9 The homeownership rate in Brown County is 67%,
inferring a commitment to community. Median household income is $53,419 and less than
11% of the residents are below poverty level versus the State of Wisconsin rate of 12.5%.
As of the February 1, 2014 Government Accountability Board report, Brown County has 141,164
registered voters, a drop from the 2012 Presidential Election number of 151,493.10 Brown
County historically votes with Republican Party interest. In the 2012 Presidential Election the
majority of Brown County voted for republican candidate Mitt Romney (50.4%11 per
Politico.com and 50.29% per Brown County official canvass summary12).
Emerge audience
Although not racially diverse, Brown County’s 17% minority population represents just over
43,000 residents. Brown County should have age diversity considering that within its
boundaries are three major post-secondary educational institutions: University of Wisconsin-
Green Bay, St. Norbert College and Northeastern Wisconsin Technical College. Each of these
allow for dependent and independent student enrollment.
Although post-secondary education is not a requirement of Emerge Wisconsin, education may
be one small indicator of greater political involvement, (other factors include family background
and/or cognitive skills).13 Additionally, the University of Wisconsin-Green Bay and St. Norbert
College have CollegeDems chapters on campus14. CollegeDems refers to College Democrats of
America.
City-Data.com identifies seven of the most common occupations for female residents. Ranking
highest, as a percentage of the population in Brown County are office support, administrative
assistants, and teacher, each rounded to 5%.15 The US Bureau of Labor Statistics compiles wage
data by occupation and county. Using Green Bay as the geographical location, median annual
wages for each of the above occupations are as follows: $32,760, $41,683 and (average of all
grade levels, non-special education) $48,514, respectively.16 This range in income
demonstrates the economic diversity Emerge Wisconsin seeks.
9 QuickFacts from the US Census Bureau
10 http://gab.wi.gov/sites/default/files/publication/65/registeredvotersbycounty_pdf_57166.pdf
11 http://www.politico.com/2012-election/results/president/wisconsin/
12 http://www.co.brown.wi.us/i_brown/d/county_clerk/2012novel45.htm?t=1364503839
13 Berinsky, A. J., & Lenz, G. S. (2010, August 19). Education and political participation: Exploring the causal link.
Retrieved from http://web.mit.edu/berinsky/www/files/edu.pdf DOI: 10.1007/s11109-010-9134-9
14 http://collegedems.com/footer-links/listing/?state=Wisconsin
15 http://www.city-data.com/county/Brown_County-WI.html
16 http://www.bls.gov/oes/current/oes_24580.htm#00-0000
pg. 5

7. Taste of Emerge
Brown County Adaptable Plan
Wendy Stallings
pg. 6
Based on attendance at Emerge Wisconsin’s Taste of Emerge, excluding Dane, Milwaukee,
Kenosha and Racine counties, target reach is 50-100 Democratic women resulting in event
attendance, as a maximum, 10 to 12 participants or 5-10%.
Campaign theme
Emerge Wisconsin currently uses Taste of Emerge as the title of its condensed training program.
The purpose of this plan is to increase awareness and participation for both Taste of Emerge
and the Emerge Wisconsin annual training program by building on existing name recognition.
Objectives
Taste of Emerge events had taken place in Brown County twice before with little success;
however Emerge Wisconsin does host alternate events in the Green Bay area, which is located
in Brown County. The sole objective is to increase reach and awareness of Emerge Wisconsin
for the purpose of increased participation in both Taste of Emerge and Emerge Wisconsin
training for Democratic women in untapped areas of Wisconsin, i.e. Washburn, Pierce, Vernon,
Trempealeau, Iowa. Five areas of focus have been identified to reach the objective of this
media kit:
 An increase in Emerge Wisconsin referrals
 An increase in Taste of Emerge attendance
 An increase in Emerge Wisconsin applications from Brown County
 An increase in social media traffic as a result of Taste of Emerge attendance
 An increase in Emerge Wisconsin contributions from new donors in Brown County
Activities
Media Relations
Objective: Increase awareness through print and radio.
A specific radio station has not been identified for the Green Bay area. However, 10, 20 and 30
second service announcements have been provided as part of this plan. The Green Bay Gazette
has been targeted for print media because of its wide circulation in the county. Print subscriber
numbers range as of April 30, 2014: Monday – Friday 55,987 / Saturday – 66,003 / Sunday –
80,870. Doug Schneider is the Brown County, government writer for the Green Bay Press
Gazette and a pitch email and press release have been created for release within 4 weeks of the
Taste of Emerge event.

8. Taste of Emerge
Brown County Adaptable Plan
Wendy Stallings
pg. 7
Social Media
Objective: Increase awareness demonstrated by increased Facebook likes and friends.
Emerge Wisconsin’s Facebook page is maintained by a paid third party and is regularly updated
with content and events. Proposed activities can be posted to Emerge Wisconsin’s Facebook
page:
 Use page to post basic exercises from Taste of Emerge or Emerge class
o Win Number
o What I would campaign for…
o Why I want to run…
o What women leaders inspire me
 Selfie tag campaign:
o Upload selfies from Taste of Emerge on participant Facebook page.
o Within 1 week, participant with most shares wins prize.

9. Taste of Emerge
Brown County Adaptable Plan
Wendy Stallings
pg. 8
Direct Promotions
Objective: Distribute flyers to six union organizations in the city of Green Bay. Additionally
leave postcard invites and flyers at women’s organizations and area Wisconsin Democratic
Party office. Collaborate with each organization to receive email lists to send html of flyer.
In-house printing costs are limited to ink, paper and time. Union print costs were not
researched.
Postcard size flyer
Postcard layout:
Avery 8387
Measurements:
5 ½ x 4 ¼ in
First-Class Mailing
costs:
$0.34 each
Maximum size:
6 x 4 ¼ in x 0.016 in
thick

10. Taste of Emerge
Brown County Adaptable Plan
Wendy Stallings
pg. 9
Full page flyer
Flyer Measurement:
8 ½ x 11 in

11. Taste of Emerge
Brown County Adaptable Plan
Wendy Stallings
pg. 10
Timeline
6 wks 4 wks 2 wks 5 days 4 days 3 days Post Event
SM Invite X X
Gazette pitch email X
Flyer circulation X X
Alumnae Referral
emails
X X
Radio Announcement X X X
SM Class selfies X X
Reminder emails X
Thank you emails w/in 72 hrs
1SM = Social Media
Evaluation
Public relation plan success will be measured by increases in the five areas of focus.
 Increase Emerge Wisconsin referrals from Brown County area to include at least one
referral from a Taste of Emerge participant.
 Increase Taste of Emerge attendance by at least one from 2013. Not to exceed
maximum class size of 12.
 Increase Emerge Wisconsin Brown County applications from 2013 by having at least one
Taste of Emerge participant apply.
 Increase Facebook traffic as a result of Taste of Emerge attendance and after event
exercises, measured by shares and likes.
 Increase Emerge Wisconsin contributions from new donors in Brown County by at least
10% from 2013 after event contributions.

12. Emerge WI Wendy Strout
PO Box 599 Executive Director
Milwaukee, WI 53201 (414) 461-8805 contact@emergewi.org
TASTE OF EMERGE
Fact Sheet
DESCRIPTION: In Wisconsin, Emerge is the only program dedicated to training
Democratic women for elective offices. Emerge offers a seven-month
intensive program, graduating one class annually. The Emerge
program provides the tools, network and support required in running
and winning elections. Taste of Emerge, a half-day condensed version,
provides potential applicants, sponsors, advocates and allies an
overview of the full training program.
MISSION: Emerge’s mission is to, “increase the number of Democratic women in
all levels of Public office”.17 “We inspire women to run, we hone their
skills to win”.18
The Taste of Emerge experience serves as a recruiting and fundraising
event for future Emerge Wisconsin classes.
EXECUTIVE DIRECTOR: Wendy Strout has extensive experience politically having worked on
Congressional races in various roles, as a gubernatorial fundraiser,
labor union political organizer and as a labor coalition coordinator.
Ms. Stout also “served as the Director for the Wisconsin Civic
Engagement Project (now Wisconsin Voices)”.19
TRAINING: Beyond training on the policies, procedures and intricacies of running
for political office, Emerge Wisconsin provides opportunities to
network, build sponsor and support bases, and encourage
participation in political organizations and at events. Emerge trainers
have expertise in specific topic areas. Emerge alumnae master:
Communication, Fundraising, Technology, Media and Messaging,
Networking, Campaign Strategy, Field Operations, Diversity and
Cultural Competency, and Ethical Leadership.
-more-
17 www.emergeamerica.org
18 www.emergewi.org
19 www.emergewi.org/about
Sample fact sheet

13. Page 2 – Taste of Emerge (Emerge Wisconsin)
SUCCESSES: 56% of Emerge Wisconsin Alumnae have run for elective office20
59% of Alumnae that campaigned won elections21
15 Emerge Wisconsin Alumnae or current class members were on
2014 Spring election ballots
Since 2007, Emerge has been the premier training program for Democratic women in Wisconsin.
Emerge recruits and trains women from across the state to run for office on a local, state, and national
level and provides them with the tools and network support needed to succeed in the world of politics.
Emerge graduates have gone on to win races ranging from Village Trustee to State Senate. Nationally,
Emerge has expanded to thirteen states to train the next generation of female Democratic leaders
across the country. Emerge is located in Arizona, California, Colorado, Kentucky, Maine, Massachusetts,
Maryland, New Jersey, New Mexico, Nevada, Oregon, Vermont, Virginia and Wisconsin.
###
April 2014
20 www.emergewi.org
21 www.emergewi.org

14. To: dschneid@greenbaypressgazette.com
Subject: Taste of Emerge arrives in Green Bay - It’s not too late to experience Emerge
Wisconsin!
Message: Your online and print readers pay close attention to local opportunities to weigh in
on the political arena. Emerge Wisconsin is specifically inviting your Democratic women
readership to the Taste of Emerge event in Green Bay. Through their one-of-a-kind training
program, Emerge Wisconsin recruits and trains Democratic women to run and win elective
office.
This event is an excellent fit for the politics section of the Green Bay Press Gazette. A news
release is attached. For women who have given even a passing thought to running for office,
this event cultivates that thought into action! If you’d like more information on the training
topics, trainers or the organization, I’d be happy to arrange a phone call or meeting.
Photographs of elected Emerge Wisconsin alumnae, Class of 2014 members or other Taste of
Emerge events are also available.
I’ll call to follow up. Thanks for your consideration.
Sample pitch email

15. NEWS RELEASE
For release: July 2, 2014
For more information: Wendy Strout, Executive Director
Emerge Wisconsin
Office: (414) 461-8805 or Cell: (608) 692-7556
Wendy@emergewi.org
TASTE OF EMERGE ARRIVES IN GREEN BAY
(Green Bay, Wis) It’s not too late to experience Emerge Wisconsin!
Although the Emerge Wisconsin application cycle for 2014 is closed, we are offering Taste of
Emerge, a half-day training session for potential candidates, allies and advocates, for Brown and
surrounding counties in the city of Green Bay.
Feminist icon Gloria Feldt suggests: "We're at unique place in history-where we've blown open
the glass ceiling but not yet swept away all the treacherous shards. Though we can find data to
support many explanations about why we aren't at parity in elected office and boardrooms, we
simply no longer have compelling justifications not to be taking responsibility to get ourselves
there."22
Experience a sample of the Emerge Wisconsin program through Taste of Emerge. Training
topics include Public Speaking and Communication, Fundraising, Media and Messaging,
Networking, Campaign Strategy, Field Operations, Technology and New Media, Diversity and
Cultural Competency, and Ethical Leadership.
Don’t miss your opportunity to attend Taste of Emerge – Green Bay. Help build the bench!
Register today at www.emergewi.org/tasteofemerge or call the Emerge Wisconsin office at
(414) 461-8805. Attendance is limited to insure participants get the most of the experience.
Since 2007, Emerge has been the premier training program for Democratic women in Wisconsin.
Emerge recruits and trains women from across the state to run for office on a local, state, and national
level and provides them with the tools and network support needed to succeed in the world of politics.
Emerge graduates have gone on to win races ranging from Village Trustee to State Senate. Nationally,
Emerge has expanded to thirteen states to train the next generation of female Democratic leaders
across the country. Emerge is located in Arizona, California, Colorado, Kentucky, Maine, Massachusetts,
Maryland, New Jersey, New Mexico, Nevada, Oregon, Vermont, Virginia and Wisconsin.
###
22 http://www.emergewi.org/training/why
Sample news release

16. FOR IMMEDIATE RELEASE
Contact: Wendy Strout, Executive Director
(414) 461-8805 contact@emergewi.org
Sample radio announcements
RADIO ANNOUNCEMENT for TASTE OF EMERGE FROM EMERGE WISCONSIN
Taste of Emerge – Inspiring Women, Training to Win
10 seconds:
Emerge’s 2014 class was selected, but don’t miss the opportunity to sample the training. Taste
of Emerge is coming to Green Bay. Register at emergewi.org
###
20 seconds:
Emerge Wisconsin’s 2014 class has been selected, but you still have the opportunity to sample
the training. Emerge Wisconsin welcomes Brown and surrounding counties to their Green Bay
Taste of Emerge event. When women run, women win. Register today at emergewi.org
###
30 seconds:
Emerge Wisconsin is the only program of its kind dedicated to training Democratic women for
elective offices. Although the 2014 class has been selected, you still have the opportunity to
train during a condensed half day session. Emerge Wisconsin welcomes Brown and
surrounding counties to their Green Bay Taste of Emerge event. When women run, women win.
Register today at emergewi.org or contact the Emerge Wisconsin office at (414) 461-8805.
###