If we spend $1 million on bragging rights will they come?

THE CAPITOL REPORT
by WisPolitics.com

The state’s first-ever advertising campaign to attract and retain Wisconsin workers is getting a thumbs-up from business and economic development leaders.

Mark Tyler, president for OEM Fabrication, says it’s a good idea given the workforce shortage plaguing Wisconsin manufacturers.

“We’re a state that doesn’t beat its chest and say ‘Look how good we are,’” Tyler told WisBusiness.com, a sister site of WisPolitics.com.

“The problem is, you’ve got to find a way to get the message out.”

OEM Fabrication creates custom components for original equipment manufacturers, offering services in engineering and design, product welding, advanced machining and other areas. The company has three locations in Woodville, Neillsville and Phillips.

Tyler points to the increased web presence and the ads themselves as good ways to spread the word about the opportunities available in Wisconsin.

“We have a lot to offer that people in other states don’t know about,” he said. “Our manufacturing sector in particular ... it’s a sleeping giant.”

Ads of all shapes and sizes are peppering the Chicago area.

The $1 million price tag for the campaign is coming out of the Wisconsin Economic Development Corp.’s fiscal year 2018 budget, covering paid advertisements in a variety of channels. These ads highlight specific advantages of living in Wisconsin compared to a bigger metro area, such as shorter commute times, lower taxes and lower rents.

Aaron Jagdfeld, president and CEO of Generac, says “we look forward to talking to applicants from the Chicago area who are interested in helping us with everything from engineering to operations to finance at more than half a dozen facilities statewide.”

James Otterstein, economic development manager for Rock County, says the Janesville-Beloit region welcomes the opportunity to leverage this initiative as a platform to leverage messaging in the Chicago area.

“Today’s business development environment is increasingly driven by workforce development considerations, which is why a strategic and targeted talent recruitment campaign makes perfect sense,” Otterstein said.

One billboard has an image of cars stuck in busy traffic above a photo of two paddle boarders soaking up the sun. It reads: “Brake pedal, or board paddle? The choice is yours.

“In Wisconsin, the average commute time is less than 22 minutes, so you can spend less time traversing Michigan Ave and more time exploring our 15,000 lakes. Wisconsin. It’s more you.”


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