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Wisconsin was once a leader in clean energy development, but now ranks near last in clean energy and energy efficiency jobs. To win future races, the GOP needs to have the right messaging that is attractive to younger voters. The Wisconsin Energy Jobs Map aims to demonstrate job creation, investment, and economic growth through a conservative lens. This pilot program is still evolving and seeking improvements in navigation, device compatibility, and data representation. Lessons learned include the need for easier sharing and addressing episodic or one-time jobs. The effectiveness of the map in shaping the CenterRight energy message was evident in meetings with favorable audience reactions. Moving forward, there is a need to distance ourselves from the Energy Atlas and set up our own messaging, potentially utilizing a free dashboard management tool developed by EF.
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Wisconsin “Best Practices”: Wisconsin Energy Jobs Map
Wisconsin was once a leader in the nation for clean energy development • According to a new Clean Jobs Midwest report, Wisconsin ranks near last in clean energy and energy efficiency jobs • Clean energy issues matter to voters – especially independents and a growing number of Republicans (ClearPath) • To win future races, GOP needs to have the right messaging that is attractive to younger voters • Clean energy faces broad opposition in Wisconsin • Wind in particular The Need for a CenterRightClean Energy Narrative in Wisconsin
An Energy Jobs Map can Demonstrate: - Job Creation-Investment- Economic Growth
Partnership with EF: Optics • Need Messaging that is Legitimately Conservative • All of the Above Approach • Jobs & the Economy vs. Health and Climate • Map is “modeled after” Energy Atlas, pilot program in Wisconsin, still evolving
Working with Kevala • Deciding on data layers, I-Frame • Collecting data • Design and Description • “About the Data” section • Google search results Building the Map
Meetings Included: • Congressman Glenn Grothman (R – WI District 6) • Rich Zipperer (Governor Walker’s Chief of Staff) • Rep. Mike Kuglitsch (Chair of the Assembly energy committee) • Congressman Reid Ribble (R – WI District 8) • Senator Rob Cowles (Chair of the Senate energy committee) • Lt. Gov. Rebecca Kleefisch • Senate Majority Leader Scott Fitzgerald *See Wisconsin Presentation Using the Map*
Audience Reaction • Audiences responded favorably, and they want access • Need to have the right message/description when describing data collection and the data sources are extremely important to validate the right messaging • We met less resistance on the accuracy of the data when we described this map as a pilot or a "first-of-its-kind-for-Wisconsin” program Lessons Learned
Lessons Learned Improvements • Address speed and ease of navigation issues • Make the map compatible with all devices (tablets, phones, desktops/laptops) • Need greater distinction between dots/projects, whether this be coloring of the dots or a chloroplast overlay or something else entirely • For easy sharing, a tutorial on usage should be added to the landing page • Make getting rid of the home page pop up easier/simpler (“X” in the top right corner of the landing page or “click here to view the map”) • Address problem of reporting episodic or one-time jobs/investment (e.g. construction jobs). If possible, we recommend adding a time stamp to the episodic or one time jobs
Lessons Learned Effectiveness • The map was very effective in shaping the CenterRight energy message in our meetings • Optics of allowing conservatives a unique brand is extremely important (as opposed to even a hint of perceived collaboration with the Left) • Ease of use is very important for presentations, as is the proficiency of the presenter • Internet speed/connectivity can be a barrier – there is a tendency for the map to load very slowly • Pay attention to how search engines are describing the product. At first the Wisconsin map was described as an MREA energy map and it referenced the Energy Atlas. We were able to change this quickly before our meetings, but audience reaction could have been affected by these search engine descriptions • At the district level, it is important not to overstate the accuracy of the data points – you can get lost over a dispute about individual projects (for instance, we were not able to acquire exact addresses for some installations. As such, the zip code of the project was used to populate data points generally within each district)
Where Do We Go Now? What do we do with the map in terms of open sourcing now? How can we distance ourselves from the Energy Atlas and set up our own messaging? EF is developing a free dashboard management tool to make it easier for their grantees to customize the Energy Atlas, either embedding a map in your existing website or building a customized map as a microsite. What will this look like for conservative grantees?
