Slide 1: Cord Blood Information Law – Jeremy’s Law
Strategic Communication Plan
By Scott Becher, Chief of Staff Rep. Steve Wieckert
Slide 2: Object of the Cord Blood Information Law
2005 Assembly Bill 270/ Senate Bill 127were designed to provide umbilical cord blood banking information to pregnant women at 35 weeks of pregnancy by their prenatal health care provider.
Slide 3: Branding Goal for Legislation
To have Wisconsin State Rep. Steve Wieckert (R-Appleton) (above with a sample cord blood banking kit) viewed as an innovative lawmaker in the healthcare field in Wisconsin and the nation as a whole. Respected by his legislative peers for the unique professional healthcare relationships developed and his first hand knowledge of the subjects.
Slide 4: Coalition of Supporters
The Leukemia & Lymphoma Society Hunter’s Hope Wisconsin Right to Life Pro-Life Wisconsin Cryobanks International Illinois State Representative David Leitch National Children’s Leukemia Foundation
Hunter’s Hope founder, former NFL
QB Jim Kelly testifying at the Wisconsin State Senate public hearing.
Slide 5: Effective Personal Testimonials
Randy and Tanys Thoms Valerie Gacek Renee Dwyer Stacy Leonard David and Cindy Cooper
David
and Cindy Cooper testifying at the Wisconsin State Senate public hearing.
Slide 6: Fact Finding Mission
I arranged and accompanied Rep. Wieckert on a September 29, 2005 tour of the New York Blood Center and meeting with its director, Dr. Pablo Rubinstein. It enabled him to talk about cord blood banking with first hand knowledge information to his colleagues, constituents and members of the media.
Dr. Pablo
Rubinstein
Slide 7: Visible Television Coverage
For the Cord Blood Information Law, I focused on more television coverage, getting 16 television stories done because of the visible nature of the issue with women and parents.
WITI, Milwaukee WTMJ, Milwaukee WVTV, Milwaukee WISC, Madison WMTV, Madison (3) WKOW, Madison (3) WFRV, Green Bay (3) WGBA, Green Bay (3)
Slide 8: Effective Television Message
http://www.channel3000.com/family/
I acted as the office spokesperson for a
WISC-TV Madison story on the bill that aired on June 7, 2005.
Slide 9: Extensive Television Coverage
WFRV, Green Bay- News Channel 5’s Lisa Malak interviewed Rep. Wieckert, a physician and an expectant mother of twins on the benefits of cord blood banking on July 26, 2005. WGBA, Green Bay- NBC 26 Reporter Kendra Oestreich, interviewed Rep. Wieckert and Aurora Bay Care OB/GYN William Morrissey on the cord blood bill on September 27, 2005.
WGBA, Green Bay- Kendra Oestreich, NBC 26 Reporter interviewed Rep. Wieckert and the Thom’s family (below) for a 6PM piece and a longer 10 PM piece on the signing of the now named Jeremy’s Law on December 15, 2005.
Slide 10: Nationally Known Advocate
Governor Jim Doyle signed the cord blood donation billAssembly Bill 270 in Milwaukee with Hunter’s Hope founder Jim Kelly via video conference. It was covered by Milwaukee television stations: WITI, WTMJ and WVTV and Green Bay television station- WGBA. WVTV ’s News at Nine did a story on the cord blood information law bill signing event that aired December 15 and a follow up story about the Thom’s family for which Jeremy’s Law is named after that aired December 16, 2005.
Slide 11: How One Station Covered It
Bill Signing Coverage on WGBA, Green Bay Voice of NBC 26 Reporter Kendra Oestreich
Slide 12: State Newspaper Coverage
The Wisconsin State Journal (3) The Capital Times Green Bay Press Gazette The Post-Crescent (6)
Eau Claire LeaderTelegram Sheboygan Press The Milwaukee Journal Sentinel The Associated Press
Slide 13: Major Newspaper Coverage
The Capital Times, June 10, 2005
The Wisconsin State Journal, June 23, 2005
Slide 14:
October 11, 2005 -A major story on the Cord Blood Information Law in Appleton, Wisconsin based The Post-Crescent by Health Reporter Wendy Harris in the Your Health section.
Slide 15: Repeated Radio Coverage Across Wisconsin
Wisconsin Radio Network (2) WTDY, Madison WIBA, Madison WUWM, Milwaukee (2) WTAQ, Green Bay WHBY, Appleton (2) WOSH, Oshkosh
Slide 16: Effective Radio Stories
April 20, 2005: Wisconsin Radio Network: Umbilical cord blood underused,
December 19, 2005: Wisconsin Radio Network: Wieckert: Umbilical cord blood sa
Slide 17: National Media
Rep. Wieckert was interviewed by Mary Alice Williams of WCBS News Radio 880, New York for the January 2, 2006 edition of “Closer Look” on the national impact of the Cord Blood Information Law-Jeremy’s Law.
Slide 18: Media Release Issued, MayDecember 2005
Wisconsin Right to Life- 6 Pro Life Wisconsin- 5 Rep. Wieckert, author- 6 GOP Press-2 Total: 19
Slide 19: Each Wieckert Release had a Strategic Value
May 20, 2005- Wieckert talked to major cord blood researcher- Duke University professor Joanne Kurtzberg June 15, 2005- Wieckert bill advances to Assembly floor June 17, 2005- Wieckert meets national cord blood leader Rep. Chris Smith (R-New Jersey) June 24, 2005- Assembly approval of cord blood information bill July 21, 2005- Senate committee public hearing with Jim Kelly video appearance December 29, 2005- Wieckert to appear on WCBS Radio-New York
Slide 20: Total Media Hits
Radio - 13 stories Television- 16 stories Newspapers- 24 stories Web Blog- 11 stories Newsletter-8 stories 72 Stories Total
Slide 21: Continued Promotion of the Issue
Rep. Wieckert and Cryobanks International President and CEO Dwight Brunoehler did a 20 minute presentation on cord blood banking at the November 11, 2006 Aurora 4th Annual Women’s CME conference in Green Bay, Wisconsin.
Slide 22: Outcome
The significant media impact continued the overall message that Rep.Wieckert was a cutting edge healthcare lawmaker, who does legislation that helps children and families in the state.
