PROTECTING TAXPAYERS AMIDST MAJOR RACINE COUNTY INVESTMENT

Project Overview

Racine County was presented with the opportunity to attract a development from Foxconn Technology Group (Foxconn), a leading global electronics manufacturer. The company would bring significant investment and job opportunities to the region.

The Challenge

While the opportunity was notable, the path forward was challenging. With taxpayer protections a priority, success would require unparalleled collaboration, visionary leadership and clear and consistent communication.

Understanding the scope of the challenges that must be overcome to achieve the region’s great potential, Racine County Economic Development Corporation (RCEDC), in coordination with Racine County and the Village of Mount Pleasant, engaged Mueller Communications to help develop and implement a strategic communications effort to help the region achieve its goals.

The Solution

Site Selection Announcement

Upon engagement, the Mueller team immediately got to work preparing for the announcement that Mount Pleasant would be the future home of Foxconn’s first major North American investment. While navigating the highly confidential news, Mueller laid the groundwork for a successful rollout. Efforts included:

  • Message development: Mueller created a message map containing language that would inform all following communications materials and serve as a resource to leadership – including elected officials – who would be communicating about the project. The message map articulated the positive, proactive opportunity facing the region and mitigated potential issues or areas of concern.
  • Media protocol development: Implementation of a media protocol for individuals and organizations who may receive inquiries from the media ensured all media requests were directed through Mueller and responded to with approved standby media statements.
  • Spokesperson training: In preparation for a media event announcing Foxconn’s site selection, Mueller developed talking points for and helped prepare key spokespeople for rollout.
  • Website creation: Mueller created and launched a website for the project to serve as a key resource for information throughout the process.
  • Media event coordination: Mueller planned and executed a rollout media event, which included drafting and distributing invitations to a targeted list of VIPs, creating the event run of show and conducting outreach to the media.

The rollout media event announcing site selection was highly successful with attendance from hundreds of local stakeholders and dozens of members of the media. The announcement was covered in every major media outlet in the region and also received statewide and national attention.

Local Financing Package:

Following the site announcement, attention turned to the local governmental approvals that would be necessary to move the project forward – including a local financing package. Understanding the complexities of the financing information and the need to highlight the ROI and key taxpayer protections, Mueller arranged for an embargoed media briefing with key media outlets. During the off-the-record briefing, subject matter experts walked media members through the financing plan and addressed key questions.

The embargoed meeting was followed by on-the-record interviews with spokespeople. As a result, media coverage of the local financing package was accurate, balanced and largely positive. The media approach was celebrated by local reporters, who greatly appreciated the transparency and availability of experts.

Information Sessions:

An integral component of the project, Mueller strategized and implemented local information sessions throughout Racine County. The sessions were an opportunity for residents to meet with subject matter experts to learn more about key aspects of the project, ask questions and share feedback.

Mueller promoted the events and created many of the visuals and handouts available at the various stations. In total, the three information sessions were attended by hundreds of local residents.

Ongoing Community Engagement:

Through ongoing website updates and e-newsletter communications, Mueller continued to communicate with the community to keep them informed and engaged about the project. Weekly e-newsletters highlighted upcoming meetings and opportunities for public comment, shared media coverage and included video testimonials from local leaders.

The Results

Through collaboration, intentionality and proactive strategy, Mueller’s work helped frame Foxconn’s investment as an opportunity, made clear the abundant protections in place should the project not come to full fruition and helped keep the community and the media engaged and informed.

The Foxconn project transformed Mount Pleasant, leading to the availability of highly attractive, developable land. Since the original announcement, Mueller Communications has remained a key partner to Racine County and the Village of Mount Pleasant, and has coordinated other major developments in the area, including Microsoft’s data center project.

Site Selection Announcement

Upon engagement, the Mueller team immediately got to work preparing for the announcement that Mount Pleasant would be the future home of Foxconn’s first major North American investment. While navigating the highly confidential news, Mueller laid the groundwork for a successful rollout. Efforts included:

  • Message development: Mueller created a message map containing language that would inform all following communications materials and serve as a resource to leadership – including elected officials – who would be communicating about the project. The message map articulated the positive, proactive opportunity facing the region and mitigated potential issues or areas of concern.
  • Media protocol development: Implementation of a media protocol for individuals and organizations who may receive inquiries from the media ensured all media requests were directed through Mueller and responded to with approved standby media statements.
  • Spokesperson training: In preparation for a media event announcing Foxconn’s site selection, Mueller developed talking points for and helped prepare key spokespeople for rollout.
  • Website creation: Mueller created and launched a website for the project to serve as a key resource for information throughout the process.
  • Media event coordination: Mueller planned and executed a rollout media event, which included drafting and distributing invitations to a targeted list of VIPs, creating the event run of show and conducting outreach to the media.

The rollout media event announcing site selection was highly successful with attendance from hundreds of local stakeholders and dozens of members of the media. The announcement was covered in every major media outlet in the region and also received statewide and national attention.

Local Financing Package:

Following the site announcement, attention turned to the local governmental approvals that would be necessary to move the project forward – including a local financing package. Understanding the complexities of the financing information and the need to highlight the ROI and key taxpayer protections, Mueller arranged for an embargoed media briefing with key media outlets. During the off-the-record briefing, subject matter experts walked media members through the financing plan and addressed key questions.

The embargoed meeting was followed by on-the-record interviews with spokespeople. As a result, media coverage of the local financing package was accurate, balanced and largely positive. The media approach was celebrated by local reporters, who greatly appreciated the transparency and availability of experts.

Information Sessions:

An integral component of the project, Mueller strategized and implemented local information sessions throughout Racine County. The sessions were an opportunity for residents to meet with subject matter experts to learn more about key aspects of the project, ask questions and share feedback.

Mueller promoted the events and created many of the visuals and handouts available at the various stations. In total, the three information sessions were attended by hundreds of local residents.

Ongoing Community Engagement:

Through ongoing website updates and e-newsletter communications, Mueller continued to communicate with the community to keep them informed and engaged about the project. Weekly e-newsletters highlighted upcoming meetings and opportunities for public comment, shared media coverage and included video testimonials from local leaders.