Public Relations Strategy

Taste of Emerge

Brown County Adaptable Plan

Wendy Stallings

Taste of Emerge

Brown County Adaptable Plan

Wendy Stallings

Research Section

Client ResearchEmerge 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

1 http://www.emergewi.org/press/emerge-wisconsin-graduates-class-20122 http://www.emergewi.org/training/why3 http://www.emergewi.org/about/staff

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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:

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, marital status, employment status or sector or family-size as part of its applicant selection. Specific elected offices have restrictions on age, and residency.

4 http://www.emergewi.org/training/curriculum5 http://www.emergewi.org/training/application6 Adopted from http://www.emergewi.org/training/application

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Taste of Emerge

Brown County Adaptable Plan

Wendy Stallings

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:

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 - WisconsinTwo 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 Wisconsin31 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 another country, and a one-week seminar in another state outside of the Midwest.

Wisconsin NOW (National Organization for Women)

7 http://www.cawp.rutgers.edu/education_training/trainingresources/Wisconsin_resources.php

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Taste of Emerge

Brown County Adaptable Plan

Wendy Stallings

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 ResearchThis 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.

83.0%

2.5%2.9%

3.0%2.0%

7.6%

Brown County Racial Demographics

White, Non-HispanicBlackAmerican Indian/Alaska NativeAsianBi-RacialHispanic/Latino

Figure 1: QuickFacts from the US Census Bureau

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%,

8 http://www.co.brown.wi.us/municipalities/9 QuickFacts from the US Census Bureau

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Taste of Emerge

Brown County Adaptable Plan

Wendy Stallings

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.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%.

10 http://gab.wi.gov/sites/default/files/publication/65/registeredvotersbycounty_pdf_57166.pdf11 http://www.politico.com/2012-election/results/president/wisconsin/12 http://www.co.brown.wi.us/i_brown/d/county_clerk/2012novel45.htm?t=136450383913 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/s11109-010-9134-914 http://collegedems.com/footer-links/listing/?state=Wisconsin15 http://www.city-data.com/county/Brown_County-WI.html16 http://www.bls.gov/oes/current/oes_24580.htm#00-0000

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Taste of Emerge

Brown County Adaptable Plan

Wendy Stallings

Campaign themeEmerge 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.

ObjectivesTaste 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.

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Taste of Emerge

Brown County Adaptable Plan

Wendy Stallings

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 classo Win Numbero 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.

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Taste of Emerge

Brown County Adaptable Plan

Wendy Stallings

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

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Postcard layout: Avery 8387

Measurements:5 ½ x 4 ¼ in

First-Class Mailing costs:$0.34 eachMaximum size: 6 x 4 ¼ in x 0.016 in thick

Taste of Emerge

Brown County Adaptable Plan

Wendy Stallings

Full page flyer

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Taste of Emerge

Brown County Adaptable Plan

Wendy Stallings

Timeline6 wks 4 wks 2 wks 5 days 4 days 3 days Post Event

SM Invite X XGazette pitch email XFlyer circulation X XAlumnae Referral emails

X X

Radio Announcement X X XSM Class selfies X XReminder emails XThank you emails w/in 72 hrs1SM = 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.

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Emerge WI Wendy StroutPO Box 599 Executive DirectorMilwaukee, WI 53201 (414) 461-8805 [email protected]

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.org18 www.emergewi.org19 www.emergewi.org/about

Sample fact sheet

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.

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April 2014

20 www.emergewi.org21 www.emergewi.org

To: [email protected]

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

NEWS RELEASEFor release: July 2, 2014For more information: Wendy Strout, Executive Director

Emerge WisconsinOffice: (414) 461-8805 or Cell: (608) [email protected]

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.

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22 http://www.emergewi.org/training/why

Sample news release

FOR IMMEDIATE RELEASEContact: Wendy Strout, Executive Director

(414) 461-8805 [email protected]

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

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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

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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.

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Sample radio announcements