Strategic Communication Strategic Communication

PlanPlan By Scott Becher, Chief of Staff By Scott Becher, Chief of Staff Rep. Steve Wieckert Rep. Steve Wieckert

Cord Blood Information Law –Cord Blood Information Law –Jeremy’s LawJeremy’s Law

Object of the Cord Blood Object of the Cord Blood Information LawInformation Law

2005 Assembly Bill 2005 Assembly Bill 270/ Senate Bill 270/ Senate Bill 127- were designed 127- were designed to provide umbilical to provide umbilical cord blood banking cord blood banking information to information to pregnant women at pregnant women at 35 weeks of 35 weeks of pregnancy by their pregnancy by their prenatal health prenatal health care provider.care provider.

Branding Goal for Legislation Branding Goal for Legislation

To have Wisconsin State To have Wisconsin State Rep. Steve WieckertRep. Steve Wieckert (R-Appleton) (R-Appleton) (above with a sample cord blood banking kit) viewed as an (above with a sample cord blood banking kit) viewed as an innovative lawmaker in the healthcare field in Wisconsin and innovative lawmaker in the healthcare field in Wisconsin and the nation as a whole. Respected by his legislative peers for the nation as a whole. Respected by his legislative peers for the unique professional healthcare relationships developed the unique professional healthcare relationships developed and his first hand knowledge of the subjects.and his first hand knowledge of the subjects.

Coalition of SupportersCoalition of Supporters

The Leukemia & The Leukemia & Lymphoma SocietyLymphoma Society

Hunter’s HopeHunter’s Hope Wisconsin Right to Wisconsin Right to

LifeLife Pro-Life WisconsinPro-Life Wisconsin Cryobanks Cryobanks

InternationalInternational Illinois State Illinois State

Representative David Representative David LeitchLeitch

National Children’s National Children’s Leukemia FoundationLeukemia Foundation

Hunter’s Hope founder, former NFL Hunter’s Hope founder, former NFL QB QB Jim KellyJim Kelly testifying at the testifying at the Wisconsin State Senate public hearing.Wisconsin State Senate public hearing.

Effective Personal Effective Personal TestimonialsTestimonials

Randy and Tanys Randy and Tanys ThomsThoms

Valerie GacekValerie Gacek Renee DwyerRenee Dwyer Stacy LeonardStacy Leonard David and Cindy David and Cindy

Cooper Cooper David and Cindy CooperDavid and Cindy Cooper testifying at the Wisconsin State Senate public hearing. testifying at the Wisconsin State Senate public hearing.

Fact Finding MissionFact Finding Mission

I arranged and I arranged and accompanied Rep. Wieckert accompanied Rep. Wieckert on a September 29, 2005 on a September 29, 2005 tour of the New York Blood tour of the New York Blood Center and meeting with its Center and meeting with its director, director, Dr. Pablo Dr. Pablo RubinsteinRubinstein. It enabled him . It enabled him to talk about cord blood to talk about cord blood banking with first hand banking with first hand knowledge information to knowledge information to his colleagues, constituents his colleagues, constituents and members of the media.and members of the media.

Dr. Pablo RubinsteinDr. Pablo Rubinstein

Visible Television Coverage Visible Television Coverage

For the Cord Blood For the Cord Blood Information Law, I Information Law, I focused on more focused on more television coverage, television coverage, getting getting 1616 television stories television stories done because of done because of the visible nature of the visible nature of the issue with the issue with women and women and parents.parents.

WITI, MilwaukeeWITI, Milwaukee WTMJ, Milwaukee WTMJ, Milwaukee WVTV, Milwaukee WVTV, Milwaukee WISC, MadisonWISC, Madison WMTV, Madison (3) WMTV, Madison (3) WKOW, Madison WKOW, Madison

(3) (3) WFRV, Green Bay WFRV, Green Bay

(3) (3) WGBA, Green Bay WGBA, Green Bay

(3) (3)

Effective Television Effective Television MessageMessage

http://www.channel3000.com/familhttp://www.channel3000.com/family/4582350/detail.htmly/4582350/detail.html

I acted as the office spokesperson for a I acted as the office spokesperson for a WISC-TV Madison story on the bill WISC-TV Madison story on the bill that aired on June 7, 2005. that aired on June 7, 2005.

Extensive Television Extensive Television CoverageCoverage

WFRV, Green Bay- News WFRV, Green Bay- News Channel 5’s Lisa Malak Channel 5’s Lisa Malak interviewed interviewed Rep. Rep. WieckertWieckert, a physician , a physician and an expectant mother and an expectant mother of twins on the benefits of of twins on the benefits of cord blood banking on cord blood banking on July 26, 2005. July 26, 2005.

WGBA, Green Bay- NBC WGBA, Green Bay- NBC 26 Reporter Kendra 26 Reporter Kendra Oestreich, interviewed Oestreich, interviewed Rep. WieckertRep. Wieckert and and Aurora Bay Care OB/GYN Aurora Bay Care OB/GYN William Morrissey on the William Morrissey on the cord blood bill on cord blood bill on September 27, 2005. September 27, 2005.

WGBA, Green Bay- WGBA, Green Bay- Kendra Oestreich, NBC 26 Kendra Oestreich, NBC 26 Reporter interviewed Reporter interviewed Rep. WieckertRep. Wieckert and the and the Thom’s familyThom’s family (below) (below) for a 6PM piece and a for a 6PM piece and a longer 10 PM piece on the longer 10 PM piece on the signing of the now named signing of the now named Jeremy’s LawJeremy’s Law on on December 15, 2005. December 15, 2005.

Nationally Known AdvocateNationally Known Advocate

Governor Jim Doyle signed Governor Jim Doyle signed the cord blood donation bill- the cord blood donation bill- Assembly Bill 270 in Assembly Bill 270 in Milwaukee with Hunter’s Milwaukee with Hunter’s Hope founder Hope founder Jim Kelly Jim Kelly via via video conference. It was video conference. It was covered by Milwaukee covered by Milwaukee television stations: WITI, television stations: WITI, WTMJ and WVTV and Green WTMJ and WVTV and Green Bay television station- Bay television station- WGBA. WGBA.

WVTV ’s News at Nine did a WVTV ’s News at Nine did a story on the cord blood story on the cord blood information law bill signing information law bill signing event that aired December event that aired December 15 and a follow up story 15 and a follow up story about the about the Thom’s familyThom’s family for which for which Jeremy’s LawJeremy’s Law is is named after that aired named after that aired December 16, 2005. December 16, 2005.

How One Station Covered It How One Station Covered It

Bill Signing Coverage on Bill Signing Coverage on WGBA, Green BayWGBA, Green Bay

Voice of NBC 26 Reporter Voice of NBC 26 Reporter Kendra Oestreich Kendra Oestreich

State Newspaper Coverage State Newspaper Coverage

The Wisconsin The Wisconsin State Journal (3) State Journal (3)

The Capital The Capital Times Times

Green Bay Press Green Bay Press Gazette Gazette

The Post-The Post-Crescent (6)Crescent (6)

Eau Claire Eau Claire Leader-Leader-Telegram Telegram

Sheboygan Sheboygan PressPress

The Milwaukee The Milwaukee Journal Sentinel Journal Sentinel

The Associated The Associated PressPress

Major Newspaper CoverageMajor Newspaper Coverage

The Wisconsin State Journal, June 23, 2005 The Wisconsin State Journal, June 23, 2005

The Capital Times, June 10, 2005The Capital Times, June 10, 2005

October 11, 2005 -A October 11, 2005 -A major story on the major story on the Cord Blood Cord Blood Information Law in Information Law in Appleton, Wisconsin Appleton, Wisconsin based The Post-based The Post-Crescent by Health Crescent by Health Reporter Wendy Harris Reporter Wendy Harris in the Your Health in the Your Health section.section.

Repeated Radio Coverage Repeated Radio Coverage Across WisconsinAcross Wisconsin

Wisconsin Radio Network (2) Wisconsin Radio Network (2) WTDY, Madison WTDY, Madison WIBA, Madison WIBA, Madison WUWM, Milwaukee (2) WUWM, Milwaukee (2) WTAQ, Green Bay WTAQ, Green Bay WHBY, Appleton (2) WHBY, Appleton (2) WOSH, OshkoshWOSH, Oshkosh

Effective Radio Stories Effective Radio Stories

April 20, 2005: April 20, 2005: Wisconsin Radio NetWisconsin Radio Net

work: Umbilical cord work: Umbilical cord blood underused, lawblood underused, lawmakers saymakers say

December 19, 2005: December 19, 2005: Wisconsin Radio NetWisconsin Radio Net

work: Wieckert: Umbiwork: Wieckert: Umbilical cord blood saveslical cord blood saves lives lives

National Media National Media Rep. WieckertRep. Wieckert

was interviewed by was interviewed by Mary Alice Williams Mary Alice Williams of WCBS News of WCBS News Radio 880, New Radio 880, New York for the January York for the January 2, 2006 edition of 2, 2006 edition of “Closer Look” on “Closer Look” on the national impact the national impact of the Cord Blood of the Cord Blood Information Law-Information Law-Jeremy’s Law. Jeremy’s Law.

Media Release Issued, May- Media Release Issued, May- December 2005December 2005

Wisconsin Right to Life- 6Wisconsin Right to Life- 6 Pro Life Wisconsin- 5Pro Life Wisconsin- 5 Rep. Wieckert, author- 6Rep. Wieckert, author- 6 GOP Press-2GOP Press-2 Total: Total: 1919

Each Wieckert Release had a Strategic ValueEach Wieckert Release had a Strategic Value

May 20, 2005May 20, 2005- Wieckert talked to major cord - Wieckert talked to major cord blood researcher- Duke University professor blood researcher- Duke University professor Joanne KurtzbergJoanne Kurtzberg

June 15, 2005June 15, 2005- Wieckert bill advances to - Wieckert bill advances to Assembly floorAssembly floor

June 17, 2005June 17, 2005- Wieckert meets national cord - Wieckert meets national cord blood leader blood leader Rep. Chris SmithRep. Chris Smith (R-New Jersey) (R-New Jersey)

June 24, 2005June 24, 2005- Assembly approval of cord blood - Assembly approval of cord blood information billinformation bill

July 21, 2005July 21, 2005- Senate committee public hearing - Senate committee public hearing with with Jim KellyJim Kelly video appearance video appearance

December 29, 2005December 29, 2005- Wieckert to appear on - Wieckert to appear on WCBS Radio-New YorkWCBS Radio-New York

Total Media Hits Total Media Hits

Radio - Radio - 1313 stories stories Television- Television- 1616 stories stories Newspapers- Newspapers- 2424 stories stories Web Blog- Web Blog- 1111 stories stories Newsletter-Newsletter-88 stories stories 7272 Stories Total Stories Total

Continued Promotion of the Issue

Rep. WieckertRep. Wieckert and Cryobanks and Cryobanks International President and CEO International President and CEO Dwight BrunoehlerDwight Brunoehler did a 20 did a 20 minute presentation on cord blood minute presentation on cord blood banking at the November 11, 2006 banking at the November 11, 2006 Aurora 4th Annual Women’s CME Aurora 4th Annual Women’s CME conference in Green Bay, conference in Green Bay, Wisconsin.Wisconsin.

OutcomeOutcome

The significant media impact The significant media impact continued the overall message that continued the overall message that Rep.WieckertRep.Wieckert was a cutting edge was a cutting edge healthcare lawmaker, who does healthcare lawmaker, who does legislation that helps children and legislation that helps children and families in the state.families in the state.