THE WISCONSIN WAY

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public, inclusive, innovative, fair, effective
THE WISCONSIN WAY
A public conversation about lowering property
taxes and ensuring
excellence in public services
2
public, inclusive, innovative, fair, effective
THE WISCONSIN WAY
Site Team Training Session OBJECTIVES, TASKS AND
TIMELINES
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Phase 1 Strategic Objectives

• Energize and positively focus
• public frustration with the current tax system
• public appreciation for local services and public
  education
• public interest in real solutions that work for
  everyone and
• public willingness to change.
• Help the public identify priorities and policy
  recommendations that can guide the Wisconsin Way
  search for a more fair, more effective system of
  public finance.
• Persuade the news media, elected officials and
  other opinion leaders and the public that there
  is a need for change and that there is broad
  public support for the Wisconsin Way.

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Phase 1 Tactical Objectives

• Confirm the validity of the Wisconsin Ways basic
  conclusions and tenets.
• Generate significant, visible institutional and
  expert support for the Wisconsin Way basic
  conclusions and tenets.
• Heighten media awareness of, and engagement with,
  the Wisconsin Ways basic conclusions and tenets
  and the Wisconsin Way Public Conversations.
• Engage large audiences in a series of
  high-profile public conversations about
  Wisconsins challenges, issues and potential
  approaches.
• Build and sustain broad public support for the
  Wisconsin Way.
• Regular media coverage
• Interactive WEB

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Phase 1 Community Team Tasks

• Primary Tasks
• Recruitment
• Turnout
• Secondary (but important) tasks
• Local acceptance Media and opinion leaders
• Expansion of the Wisconsin Way Web site population

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Phase 1 Community Team Timelines

• Each Community Teams timelines are tied to their
  particular public conversation.

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A statewide public conversation
SUPERIOR
Oct. 2
WAUSAU
Nov. 1
Oct. 4
APPLETON
Oct. 30
GREEN BAY
EAU CLAIRE
Nov.15
OSHKOSH
Oct. 18
Nov.13
MADISON
LA CROSSE
Nov. 8
WAUKESHA
SEP. 27
Nov. 29
MILWAUKEE
JANESVILLE
Dec. 4
KENOSHA
Oct. 15
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RECRUIT
ENROLL
TURNOUT
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15
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PUBLIC CONVERSATION
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Assess and adjust your team assignments and plans
Coordinate with supporting organizations
Finalize your team assignments and plans
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public, inclusive, innovative, fair, effective
THE WISCONSIN WAY
Site Team Training Session BREAK
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public, inclusive, innovative, fair, effective
THE WISCONSIN WAY
Site Team Training Session RECRUITMENT
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Infrastructure Support

• Each Community Team has been assigned a WCG
  Coordinator who will
• make sure you have the materials you need
• find answers to your inquiries
• track your recruitment and turnout activities
  and
• provide the majority of the logistical support
  for the conversation in your area.

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A statewide public conversation
SUPERIOR
Sarah Ruben
WAUSAU
Julie Buss
Julie Buss
APPLETON
Lynn Wood
GREEN BAY
EAU CLAIRE
Sarah Ruben
OSHKOSH
Kristin Dollhopf
Lynn Wood
MADISON
LA CROSSE
WAUKESHA
Kristin Dollhopf
Kristin Dollhopf
MILWAUKEE
JANESVILLE
Kristin Dollhopf
KENOSHA
Julie Buss
Julie Buss
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Infrastructure Materials

• For general use
• Wisconsin Way brochure
• Wisconsin Way FAQs
• Wisconsin at the Cross Roads Whitepaper
• Wisconsin at the Cross Roads PowerPoint
• Wisconsin Way DVD
• Source materials and bibliographies

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Infrastructure Materials

• Available to Community Team Leaders
• Wisconsin Way Training Session Materials
  (PowerPoint)
• Public Sensitivity to Rising Prices, Taxes and
  the Economy And what it may mean for how we pay
  for public services (PowerPoint)
• Roster of all Community Team Leaders
• Contact information for Wisconsin Way sponsors
• Sample recruitment and turnout letters and
  postcards
• Tips for media and community relations
• All materials are accessible to Community Team
  Leaders and can be downloaded for printing if
  desired.

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Materials for download and print available
http//www.wcgpr.com/Wisconsin_Way/materials.html
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Wisconsin Way Web site available
atwww.wisconsinway.org

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Meetings and Reporting

• Community Teams should meet weekly (by phone if
  not in person). Please include your WCG Team
  Coordinator.
• Review recruitment numbers assist each other
• Review community feedback
• Review progress of supporting organizations and
  individuals
• You will be asked to use two reporting
  mechanisms.
• As you recruit people
• Ask the individuals you recruit to register at
  the Wisconsin Way Web site.
• Go to the Web site yourself and enter each
  recruits name and contact information at your
  Community Teams password protected location.
• At your weekly Community Team meeting, report
  your weekly numbers to your WCG Team Coordinator.

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Recruitment Objectives

• Numbers
• Minimum objective 200-300
• Good turnout 300-400
• A win gt500
• Balance
• Institutional representation is fine, but we need
  a population that reflects the community in terms
  of philosophy, employment, etc.
• Diversity
• Make an effort to recruit women and minorities.
• Make an effort to recruit the young and the old.

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Who to recruit

• Primary Focus (Personal)
• Family and relatives
• Friends
• Institutional members
• Colleagues
• Neighbors

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Who to recruit

• Secondary Focus (Organizational)
• Political
• Sports
• Church
• Business
• Neighborhood
• Issue (e.g., environmental)

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Who to recruit

• Tertiary Focus (Desperation)
• Secondary market ask your personal contacts for
  names you can contact.
• Vendors you see on a regular basis (e.g., store
  clerks, mechanics, bartenders, etc.)
• Fellow team members ask the folks who have met
  their quotas to help you.

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Ten Steps to Successful Recruitment

• Develop a detailed recruitment plan.
• Create a market for your product.
• Bring the product to your target audience.
• Personalize the product for your target
  audience.
• Recruit.
• Recruit.
• Recruit.
• Follow-up.
• Follow-up.
• Follow-up.

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Develop a detailed recruitment plan.

• Create a list of potential recruits.
• Check your extended family birthday card list.
• Use holiday card lists.
• Make a list of the people you have dined,
  vacationed or partied with.
• Ask your spouse/significant other to add names.

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Develop a detailed recruitment plan.
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Develop a detailed recruitment plan.

• Create a list of potential recruits.
• Avoid duplication of effort.
• Share your targeted list with your fellow team
  members.
• Spend an hour with your team coming up with and
  assigning additional names.

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Develop a detailed recruitment plan.

• Create a list of potential recruits.
• Avoid duplication of effort.
• Develop a recruitment calendar.
• Set a reasonable weekly goal (5).
• Coordinate your team activities with other
  project visibility efforts.

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RECRUIT
ENROLL
TURNOUT
7

6

5
5
5

5
5
4

5
5
3
2

5
5
1

5
5
15
5
5
PUBLIC CONVERSATION
20
5
5
Assess and adjust your team assignments and plans
Coordinate with supporting organizations
Finalize your team assignments and plans
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Develop a detailed recruitment plan.

• Create a list of potential recruits.
• Avoid duplication of effort.
• Develop a recruitment calendar.
• Develop a follow-up calendar.
• Develop a recruitment strategy and approach that
  fits your target audiences.

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• Develop a detailed recruitment plan.
• Develop a market for your product.

• Generate media coverage of the Wisconsin Way and
  planned public conversation date.
• Pre-event news coverage
• Editorial support
• PSAs
• Ads

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• Develop a detailed recruitment plan.
• Develop a market for your product.
• Bring the product to your market.

• Direct mail to opinion leaders and potential
  recruits.
• Informational
• Testimonials
• Meetings with opinion leaders and potential
  recruits.

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• Develop a detailed recruitment plan.
• Develop a market for your product.
• Bring the product to your market.
• Personalize the product for your market.

• Make the appeal personal.
• You are asking that they attend.
• Highlight the issue that makes a difference to
  each audience.
• Follow-up with a personal note of thanks.

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• Develop a detailed recruitment plan.
• Develop a market for your product.
• Bring the product to your market.
• Personalize the product for your market.
• RECRUIT.

• Meet
• Call
• Send postcards
• Call again

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Working with state and local organizations

• WCG will identify state organizations who have
  agreed to help turnout people and provide local
  contact names where available.
• Community Teams should convene a meeting with
  local representatives of these organizations to
  discuss how best to coordinate efforts.
• Please be sure to convey your conclusions and
  agreements to WCG.
• If possible the Community Team should touch base
  at least once a week with these organizations to
  obtain numbers (and names if possible) of
  recruits and make sure no problems have arisen.
• Community Teams should also identify and seek
  help from local organizations that might have an
  interest in attending and recruiting people to
  attend. (e.g., Kiwanis, Chamber of Commerce, etc.)

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public, inclusive, innovative, fair, effective
THE WISCONSIN WAY
Site Team Training Session TURNOUT
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Objectives

• Maximize the number of people recruited who
  actually come toand participate inthe public
  conversation.
• Enhance the nature and content of the public
  conversation.
• Advance the strategic and tactical goals of the
  Wisconsin Way initiative.

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10 steps to enhancing turnout

• Run a successful recruitment drive.
• Make your recruits feel special and obligated.
• Inform and educate your recruits.
• Maintain contact and confirm attendance on a
  regular basis.
• Make being a recruit/attendee fun.
• Make being a recruit/attendee easy.
• Call them.
• Call them.
• Call them.
• Call them.

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Make your recruits feel special and obligated.

• Necessary
• Confirm their agreement to attend with a personal
  thank you note.
• Make sure they enroll at the Web site so that
  they get regular electronic up-dates and
  information.
• Send looking forward to seeing you there notes
  two weeks and one week before the event.
• Call them the day before the event.
• Send them a thank you note the day after the
  event.
• Recommended
• Host a Lets get ready gathering a few days
  before the event.
• Organize a pizza and beer post-event gathering.

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Inform and educate your recruits.

• Necessary
• Make sure they enroll at the Web site so that
  they get regular electronic up-dates and
  information.
• Send them one or two issue fact sheets before
  the event.
• E-mail them web links before the event.
• Recommended
• Mail them a copy of the Wisconsin at the Cross
  Roads paper.
• Send them copies of the local media coverage.

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Maintain contact and confirm attendance on a
regular basis.

• All of the above.

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Make being a recruit/attendee easy/fun.

• Necessary
• Make sure everyone has clear directions to the
  event.
• Make sure everyone knows what to expect at the
  event.
• Make sure that people who need special help get
  the assistance they need (e.g., transportation).
• Recommended
• Host a Lets get ready gathering a few days
  before the event.
• Organize a pizza and beer post-event gathering.

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Call them.

• Necessary
• Call everyone at least once within 48 hours of
  the event.

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Infrastructure Materials

• Available to Community Team Leaders
• Sample recruitment and turnout letters and
  postcards
• All materials are accessible to Community Team
  Leaders and can be downloaded for printing if
  desired.

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public, inclusive, innovative, fair, effective
THE WISCONSIN WAY
Site Team Training Session COMMUNICATIONS
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When communicating

• Make it relevant.
• Keep it brief.
• Stay on message.
• Dont answer questions you were not asked.

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Wisconsin Way Core Messages

• Wisconsins current tax system, particularly its
  property tax system, is out of alignment with
  contemporary economic realities and must be
  changed to improve efficiency, progressivity and
  fairness.
• Wisconsins ability to compete and to grow
  economically is dependent upon our governments
  ability to maintain the infrastructure and
  achieve a level of excellence in public service
  that ensures our special quality of life.
• Discussions about what is and is not working must
  involve the public and must identify specific
  initiatives that address the publics needs,
  concerns and interests as well as the critical
  issues at hand.

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public, inclusive, innovative, fair, effective
THE WISCONSIN WAY
A public conversation about lowering property
taxes and ensuring
excellence in public services