harnessing the web's marketing power - Madison Magazine

The role of the GMCC is to lead enlightened economic growth, positioning the greater
Madison area as a globally competitive place to live, work, play and do business.
NOVEMBER 2005 / Media
BUSINESSBEAT
www.greatermadisonchamber.com Volume 35, Issue 11
WHAT’SINSIDE
08
GMCC Feature:
Green Printing—far
more than a color choice
10
In Person:
Ray Allen,
Madison Times publisher
11
11
Got the Beat:
LaMovida
Peer to Peer:
PR Etc.’s Rebecca Kopf
on writing a successful
news release
Coming in December:
Nonprofit Groups
HARNESSING THE WEB’S MARKETING POWER
By Sharyn Alden
How do you draw the media to your Web site and help them experience your company’s new products and
services? Dan Merfeld, Web manager with Malcolm Marketing Communications, says his company helped one of
its clients accomplish this by providing the information in a new and exciting way.
“The goal was to encourage the media to visit the site by offering them an entire library of information related
to the company, while making it exciting for them to want to return,” he explains.
Merfeld says Malcolm Marketing achieved this by
constructing an extranet as an extension to its client’s existing
Web site. The addition is solely dedicated to servicing the
media: The client provides media members credentials
allowing them secure access to the extranet system.
“Once logged in, the media can tap into an entire Web site
dedicated to providing news and information related to the
company,” he says. “The content can be ever-changing, and
the client manages it completely.”
How has the media responded? Merfeld says, “The response
has been extraordinary. The client received so much positive
feedback from the media that they contracted with Malcolm
to develop a second extranet with the same purpose for their
sister company.”
Continued on Page 15 Malcolm Marketing’s staff brainstorms an online marketing strategy
MAKE THE MOST OF YOUR
ADVERTISING DOLLAR
by Judy Dahl
“Creating successful advertising isn’t rocket science,” says
Wayne Glowac, president, Glowac, Harris, Madison, Inc.
“With a little common sense and some simple research most
businesses can create an effective advertising program.” He
and other area advertising experts offer tips for successful, costeffective
advertising that resonates in greater Madison.
“Madison loves originals and Madison loves a great story.
Madison also loves to have a conversation, so when you’re
creating your messages, keep those things in mind,” advises
Laura Geisking, president, The Creative Company. “Tell a
story that shows how original you are in a way that involves
the listener, reader or viewer.”
She continues: “With that being said, if you’re going to
advertise and invest even $30,000 a year, you should be
consistent and have a plan. The advertisers who get the
lowest ROI (return on investment) are those that advertise at
the last minute with the salesperson who offers the most at any
given moment.”
Continued on Page 9
GMCC’S ANNUAL DINNER:
THE PLACE TO BE
by Fran Zaugg, Resultz Marketing, LLC,
franzaugg@resultzmarketing.com
If you do business of any type in the greater
Madison area, there’s only one place to see and be
seen by the most prominent leaders in the market:
The GMCC Annual Dinner. This can’t-miss event,
celebrating its 53rd
anniversary on
September 12 at the
Madison Marriott
West, brought top
political and corporate
influentials together
for the amazing
evening of socializing
they’ve come to
expect from the
GMCC.
Part of the sold-out
Bud Selig (left) and Mayor Thomas
Continued on Page 15 Clauder of Fitchburg

GREATER MADISON CHAMBER OF COMMERCE
615 E. Washington Ave., P.O. Box 71
Madison, WI 53701-0071
Phone: 608-256-8348 – Fax: 608-256-0333
E-mail: beat@greatermadisonchamber.com
Web: www.greatermadisonchamber.com
Business Beat provides a forum where members and partner
organizations can share their views on a variety of topics.
Opinions expressed are the authors’ own, and do not
necessarily reflect the views held by GMCC management,
staff, or board members.
OUR MISSION – The role of the GMCC is to lead enlightened
economic growth, positioning the greater Madison area as a
globally competitive place to live, work, play and do business.
2005 BOARD OF DIRECTORS
Chair – Gary Wolter, Madison Gas and Electric Co.
Immediate Past Chair – Londa Dewey, U.S. Bankcorp
Vice Chair – Lon Sprecher, CUNA Mutual Group
Treasurer – Robert T. Barnard, Stratatech Corp.
Secretary – James Hopson, Wisconsin State Journal
BOARD MEMBERS
Dave Anderson, American Family Mutual Insurance Group
George E. Austin, Overture Foundation
Bettsey Barhorst, Madison Area Technical College
Gladis Benavides, Benavides Enterprises, Inc.
Ian Biggs, ABS Global
Byron Bishop, APA of Madison
Robert A. Blettner, The Blettner Group Ltd.
Mark Bugher, University Research Park
Timothy B. Erdman, Marshall Erdman & Associates
A. Scott Faulkner, The Edgewater Hotel
John J. Flad, Flad Development & Investment Corp.
Clayton Frink, The Capital Times
James D. Garner, Sergenian’s Floor Coverings, MNBC Rep.
Kevin Hayden, Dean Health System
William D. Harvey, Alliant Energy
James R. Imhoff Jr., FirstWeber Group Inc.
George Kamperschroer, Neider & Boucher, SC
Marsha Lindsay, Lindsay, Stone & Briggs
Tod B. Linstroth, Michael, Best & Friedrich
Jay Loewi, The QTI Group
George Nelson, Evening Telegram Co.
D. Thomas Oakley, Covance Laboratories Inc.
Terri L. Potter, Meriter Health Services
Rebecca Ryan, Next Generation Consulting, Inc.
Douglas G. Reuhl, American TV & Appliance of Madison Inc.
James R. Riordan, WPS Health Insurance
Robert A. Schlicht, M&I Bank
Rick Searer, Oscar Mayer Foods-Division of Kraft Foods
Robert Smith, WMTV-TV Channel 15
David G. Walsh, Foley & Lardner
John Wiley, Chancellor, UW-Madison
CHAMBER STAFF
Jennifer Alexander, president
Sarah Breckenridge, program & event coordinator
Pattie Fowler, office manager
Jennifer Leavitt-Moy, public policy assistant
Lisa Loniello, executive assistant
Amy Olson, vice president membership & marketing
Rafael Mayor Carbonell, economic development coordinator
Laura President-Brown, information coordinator
Henry Sanders, Jr., vice president public policy & economic
development
Rick Sheridan, membership development executive
Connie Shomberg, LGM director
Katy Skarlatos, public policy & economic development coordinator
Tracy Smull, director of finance & operations
Amy Torgeson, membership coordinator
BUSINESS BEAT STAFF
Publisher – Jennifer Alexander, GMCC
Associate publisher – Tracy Smull, GMCC, 608-443-1950,
tsmull@greatermadisonchamber.com
Editor – Judy Dahl, JKD Communications LLC,
608-271-2107, judydahl@charter.net
Designer – Tara Ingalls, Tingalls Dzyn LLC, 608-268-5525,
tara@tingalls.com, www.tingalls.com
Advertising and Sales – Madison Magazine, 608-270-3600
Business Beat is published 12 times a year for the Greater
Madison Chamber of Commerce, which holds the copyright
to all content, by Madison Magazine, 7025 Raymond Road,
Madison, WI 53719.
Subscription included in GMCC membership.
Submit all member news items by the 15th to be considered
for the next issue, which will publish two months later.
Items will be published as space permits. E-mail items to
beat@greatermadisonchamber.com.
BEHIND
PRESIDENT’SLETTER
Dear Valued Chamber
Member:
THE
The GMCC continually
strives to offer innovative
programs that meet our
members’ needs, including
the needs of unique member segments, such as
small business members. Those of you who are
small business members have expressed your
needs to us, and we’ve listened.
You’ve named the need for affordable health
care as your biggest concern, and in response,
we’re revamping our health care insurance
program, currently known as A-CHIP, to better
meet your needs. We’re also offering two health
care seminars to inform you about the new
program and to help you cut costs with your
existing insurance plan.
In the last issue of Business Beat, one of our
cover stories discussed the GMCC Small
Business Advisory Group Health Care Task
Force’s initiative to enhance our member
health care insurance program, to offer you
more choices. Recognizing that today’s rising
health care costs make it difficult for small
businesses to continue offering employee health
care coverage, the group recommended adding
a second insurance carrier, among other
changes. Look for details about the unveiling of
our new program via e-mail, by the week of
October 24.
“
DOOR
We’ll hold two member health care
seminars on November 14 to fully inform you
about our improved health care insurance
program—which is still designed for and
available exclusively to GMCC members. The
seminars will be held at the Hilton Garden
Inn; the first from 8 – 10 a.m., with registration
beginning at 7:30 a.m.; the second from 4:30 –
6 p.m., with registration at 4 p.m. You can
contact our program and events coordinator,
Sarah Breckenridge, at 443-1954 or at
sbreckenridge@greatermadisonchamber.com, to
reserve your spot.
The seminars will also provide advice for
saving money on your current health insurance
premiums. For example, the sessions will advise
talking with your insurance provider about
alternatives you may not be familiar with, such
as health savings accounts (HSA), and health
reimbursement accounts (HRA).
In an environment of rising costs, it’s
increasingly important that businesses have
affordable options—and effective means for
voicing their needs at the local and state
governmental levels. The GMCC is your
advocate in both of these arenas, and we’re
committed to continued efforts on your behalf.
We thank you for your support.
Sincerely,
Jennifer Alexander, GMCC president
“YOU’VE NAMED THE NEED FOR AFFORDABLE
HEALTH CARE AS YOUR BIGGEST CONCERN,
AND IN RESPONSE, WE’RE REVAMPING OUR HEALTH CARE
INSURANCE PROGRAM, CURRENTLY KNOWN AS A-CHIP, TO
BETTER MEET YOUR NEEDS.
INSIDE THIS ISSUE:
Behind the Door @ GMCC
GMCC Update............................................4
Member Matters
Member News & Events ............................5
Membership Matters ..................................6
Member Spotlights ......................................7
GMCC Feature ............................................8
Front & Center
In Person: Ray Allen ................................10
Ambassador Action ..................................10
Got the Beat: LaMovida..............................11
Peer to Peer................................................11
Leaders @ Work
LGM Update ............................................12
Magnet Update..........................................12
Initiatives and Insights
Economic Development............................13
Public Policy ..............................................14
New Member List ..................................14
Calendar & Conventions ........back page
NOVEMBER 2005 PAGE 02

BEHINDTHEDOORCONTINUED
GMCCUPDATE
Autumn business card
exchange a roaring success!
The October 6 Autumn Business Card
Exchange, hosted by Brocach Irish Pub and
sponsored by M&I Bank, was a roaring
success. We were treated to a spread of
delicious appetizers and a beautiful view of
the State Capitol building from Brocach’s
second floor bar. Members enjoyed seeing old
friends and meeting new ones, as well as the
prize giveaway.
October Chamber Café
On October 19, GMCC members
gathered at the Comfort Inn and Suites on
East Washington Avenue to listen to
Edgewood College Professor Ken Macur’s
engaging talk on something that affects
almost every business: Generational
Differences in the Workplace. Professor
Macur discussed the characteristics of each
generation working today and what motivates
and unmotivates each one, as well as how to
develop an environment where productivity
is maximized because of these differences.
Afterward Professor Macur opened the floor
to questions, allowing members to get specific
feedback. Thanks to the Comfort Inn and
Suites for the delicious continental breakfast!
November Issues Roundtable:
Attack your marketing worries
Marketing is something every businessperson worries
about. Attack your worries head on—sign up now for
the November 1 Issues Roundtable! You can sign up for
three short small-group discussions facilitated by
industry experts. Choose from six different marketing
topics: Direct Mail Marketing, Internet Marketing,
PR/Marketing, Outdoor Marketing, Databases &
Research, and Branding. Each session is 30 minutes
long, with 15-minute breaks for networking. The cost is
$20, and you can print registration forms from the
Events Calendar on the GMCC Web site. For more
information, contact Sarah Breckenridge, program and
events coordinator, at 443-1954 or at
sbreckenridge@greatermadisonchamber.com.
Secretary Roberta Gassman to
speak at inaugural CEO Forum
November 8, 2005 hails the launch of another
fantastic GMCC program the CEO Forum! This new
series is designed to bring together leaders from our
largest business members to engage in discussion about
topics of interest to businesses in greater Madison. The
CEO Forum is a quarterly event that invites CEOs to
network with peers from a variety of industries. We’re
pleased to have Roberta Gassman, Secretary of
Workforce Development, as our speaker at the Forum,
to be held at the Madison Club. Secretary Gassman will
discuss how Governor Doyle’s Grow Wisconsin
initiative affects business in our state. For more
information, contact Sarah Breckenridge, program and
events coordinator, at 443-1954 or
sbreckenridge@greatermadisonchamber.com.
12@12
On the first Wednesday of October, 12 of our
GMCC small business members came together to
discuss the art of Cash Flow. Joining us to facilitate a
very eye-opening and engaging discussion was our Cash
Flow Coach, Mark McNally of Wipfli, LLC.
Our November session will cover “Top 10 HR
Mistakes Made by Small Business Owners,” on
Wednesday, November 2, from noon to 1 p.m. at the
GMCC office. Mila Stahl, Human Resources Group,
will facilitate.
On Wednesday, December 7, from noon to 1 p.m. at
the GMCC office, the topic will be “Issues Facing the
Small Family-Owned Business,” facilitated by Ann
Kinkade, UW- Madison Family Business Center.
12@12 programs are open to GMCC members with
15 or fewer employees and are limited to 12
participants. We send invitations via e-mail three weeks
prior to each meeting and hold a semi-random drawing
from responses sent within 48 hours.
Giving up because your name hasn’t been picked?
We take into consideration those who have been
unsuccessful in getting into past sessions. ◆
Thank you
Special thanks to Wipfli LLC,
annual underwriters for the
12@12 program and official
sponsor for the CEO Forum, and
to Two Men and A Truck,
quarterly 12@12 sponsor.
PAGE 04 NOVEMBER 2005

MEMBERMATTERS
MEMBERNEWS&EVENTS
New construction and office
moves
Cascade Asset Management, LLC, has moved
its national headquarters to 6701 Manufacturers
Drive in Madison, 53704. The phone number is
608-222-4800; the fax 608-222-6208. The tollfree
number is 888-222-8399; the email address:
info@cascade-assets.com. Please, no drop-offs at
the Seiferth Road location. Residential
computers and TVs will be accepted for
recycling at the November 12 Madison Area
Round-up at the City Transfer Station on Olin
Avenue. Call or visit our Web site for more
details: www.cascade-assets.com.
The Madison Symphony Orchestra (MSO)
administrative office has moved from the west
side of Madison to the Network 222 building in
downtown Madison, just steps from its
performance home, Overture Hall. Effective
immediately, the MSO’s new address is: 222 W.
Washington Avenue Suite 460. Free visitor
parking is available in the basement of the
building. Enter visitor parking on Henry Street.
The general office phone number, fax number
and e-mail address remain the same.
Innovations and new business
To commemorate Madison’s 150th anniversary,
Ascentives Corporate Specialty Solutions has
released a limited
edition, custom
medallion that
highlights some of
the most
recognizable
architecture of
Madison’s skyline.
For clients that
choose to
customize the
medallions by adding either their building
profile to the skyline or a corporate logo on the
back, a portion of the sales will benefit the
charity of that company’s choice.
GenTel BioSurfaces, Inc. has announced the
launch of PATH(tm) HTS, a new platform for
high-throughput quantitative immunoassays.
The PATH HTS system includes accessories to
enable use with existing microarray
instrumentation, including microarray spotters
and scanners.
The hiring of full-time accounting and finance
professionals is expected to increase slightly in
the fourth quarter, according to the Robert
Half International Inc. Financial Hiring Index.
Seven percent of 1,400 chief financial officers
polled expect to add staff and three percent
anticipate personnel reductions; 89 percent of
executives forecast no changes.
Park Bank has introduced a new logo and is in
the process of enhancing its marketing messages
to better reflect the driving forces behind the
financial institution’s continued development.
Strand Associates, Inc.® and JJR are pleased
to announce that their combined team has been
selected for the planning and design of the
Monona Drive Reconstruction. The project,
planned for completion in 2008, will span from
Broadway to Nichols Road. An environmental
document will address a broader area planned
for future construction between Broadway and
Cottage Grove Road.
Awards and recognition
The prestigious national publication “The Best
Lawyers in America®” has named 23 lawyers
from DeWitt Ross & Stevens to its 2006 list.
Selected by peers, the 23 Best Lawyers at
DeWitt Ross & Stevens represent 14 areas of
law. Six attorneys are named Best Lawyers in
real estate law, the most listed at any one law
firm in Wisconsin.
Durrant has been ranked as one of the top
architectural and engineering firms in the state
of Wisconsin. Wisconsin Builder magazine’s 2004
A List ranked Durrant as second among
architectural firms and tenth among
engineering firms. The company has also been
ranked as one of the top engineering firms in
the Midwest. Consulting Specifying Engineer
magazine ranked Durrant as 56 in their 2005
Giants Report.
Comfortable rooms, thoughtful amenities and
attentive service are what the readers of
Successful Meetings Magazine said makes the
Hilton Madison Monona Terrace one of the
best Midwest hotels for meetings and
conventions. The hotel recently received its
first-ever Pinnacle Award, the symbol of
excellence among meeting planners and
hoteliers now in its 21st year.
Inacom Information Systems, a leading
Microsoft Gold Certified partner, was specially
selected to present at the Microsoft
“midmarket” Business Summit in Redmond,
Wash., on September 7. The sessions were
broadcast live to 55 customer events in the U.S.
and Europe, and the content will be repurposed
at many other MS “midmarket” events
throughout the year.
The statewide Building Owners and Manager’s
Association has named Madison’s City Center
West “Office Building of the Year” in the
suburban mid-rise category. The award was just
presented to T. Wall Properties at the
association’s annual meeting in Milwaukee.
The award-winning City Center West
Stratatech Corporation has received a $154,000
Phase I STTR Grant from the National
Institute of Aging. Under this Grant, Stratatech
will continue its work to develop cell-based
gene therapy products for the use in the
treatment of chronic skin ulcers, such as venous
stasis and pressure ulcers, which are particularly
problematic for the aged population.
Philanthropy
White Jasmine owner
Huma Siddiqui is garnering
rave reviews for her book,
“Jasmine in her Hair.”
Among them, Tracy
Farnsworth,
www.roundtable
reviews.com, says: Siddiqui
creates a magical blend of
Pakistani culture, traditions,
and cuisine in this tribute
to the author’s mother.
In response to the tragedy of Hurricane Katrina,
United Way of Dane County is providing
survivors the long-term support necessary for
them to recover from this catastrophe and
rebuild their lives. United Way donors are
already supporting disaster relief efforts both
locally and nationally. United Way partners,
including the local chapters of the American
Red Cross and Salvation Army, have been and
continue to provide immediate relief to people
affected by this disaster, as has the United Way
2-1-1 call center.
Continued on Page 6
NOVEMBER 2005 PAGE 05

MEMBERMATTERSCONTINUED
MEMBERNEWS&EVENTSCONTINUED
Janelle Waterman,
the inspiration for
the fundraiser
Kneaded Relief Day Spa was
proud to honor one of its
beloved staff members with a
fundraiser. Janelle Waterman,
spa coordinator, passed away
in April at the young age of
27, from a rare kidney disease.
The National Kidney
Foundation fundraiser, held
on her birthday, August 11,
was a huge success. The event attracted
approximately 100 visitors, despite the rainy
weather, and raised over $3,000.
Catholic Charities organizations.
Shortly after Hurricane Katrina hit, Two Men
and a Truck teamed up with radio station Z104
to collect relief supplies for those in need. The
response was overwhelming—nearly 80 tons of
supplies were donated. Two Men and a Truck
loaded the supplies on a 10-truck convey and
headed down South.
Monona State Bank staff members joined
together to support the Alzheimer’s Association,
raising over $900 for the organization and
participating for the first time in the Memory
Walk 2005 on Saturday, September 17 along
with their families.
To commemorate Breast Cancer Awareness
Month, during the first week in October,
Wisconsinmade.com donated 10 percent of its
Internet sales to the Wisconsin Breast Cancer
Coalition. During the last week in October
Wisconsinmade.com donated 10 percent of
Internet sales to The Wisconsin Breast Cancer
Recovery Foundation.
Events
Want to advance your
career or increase contacts
in Madison? Wisconsin
Communicators Council
Inc. (WCCI) is now
taking membership applications for its 2006
season. WCCI is an affordable networking and
professional development organization designed
for communicators in all types of industries,
including marketing, public relations, sales,
nonprofit and more. Visit www.wccionline.org or
call Janna Lenz, president, at 277-1467 for more
information.
Kneaded Relief’s silent auction
Madison-based engineering firm BT2 recently
capped off its environmental work at the site of
St. Vincent De Paul’s relocated food pantry and
service center at 1309 Culmen Street. BT2
delivered $2,150 in pro-bono services to the
charitable organization as part of its “Give Back
Campaign.”
Hawks Landing Golf Club contributed 100
percent of green fees from Saturday, September
10 golf rounds to the Hurricane Katrina relief
efforts through the American Red Cross and
Monona State Bank’s Mary Goodavish, Mark Mohr,
president and CEO, Sue Maloney and Jane Triggs
United Way of Dane County has announced
that the Madison Gas and Electric Company’s
MGE Foundation donated $10,000 to help
Hurricane Katrina evacuees in the Madison area
and to strengthen United Way’s ability to
continue to address local issues.
On Saturday, December 10
from 10 a.m. to 3 p.m.,
Kneaded Relief Day Spa
will hold an Eight-Year
Anniversary/Annual Open
House celebration featuring
complimentary services; spa
tours; staff presentations;
discounted products, gift certificates
and appointments; hourly door prizes and a
grand prize giveaway! Kneaded Relief is located
at 651 S. Park Street (at the corner of Erin and
Park Streets, in the same building as The Curve
restaurant). For more information, contact
Nichol Schumacher at 255-0070. ◆
MEMBERSHIPMATTERS
REINFORCE YOUR BRAND:
BECOME A GMCC SPONSOR
You’d be hard pressed to find a sporting event
that didn’t involve some form of sponsorship.
Even a baseball game’s seventh-inning stretch is
sponsored. Companies that pursue sponsorships
understand the value of associative marketing.
Sponsorships reinforce a company’s brand by
keeping their products top of mind when
consumers make purchases. Business-to-business
sponsorships can be just as effective.
GMCC members have a great opportunity to
reinforce their marketing messages by sponsoring
events throughout the year. Large-venue events
like the GMCC Mardi Gras & Expo and the
GMCC Annual Dinner draw over 1,000
attendees and have several levels of sponsorship
available.
Mardi Gras sponsors will be included in the
invitation mailing in November and will get
tremendous exposure before, during and after
the event. The time to act on these sponsorships
is now!
The cost for sponsorships of other GMCC
programs and events (12@12, Chamber Café,
Business Card Exchanges) is nominal, and
entitles the sponsoring organization to such
benefits as greeting attendees, displaying
information at the event, and having their
name/logo in the invitation, listed in the
Business Beat and on the GMCC Web site.
To further enhance your marketing efforts
within the GMCC and the greater Madison
community, check out the GMCC Advertising
and Sponsorship kit. Whether it’s print/Web ads
or sponsorships, with this comprehensive media
kit, you’ll find out how to strengthen your
marketing message. Special thanks to Glowac-
Harris and Resultz Marketing for their creative
input, direction and design in producing the kit.
Don’t miss out on these great opportunities!
Contact Rick Sheridan, membership
development executive, at 443-1951 or
rsheridan@greatermadisonchamber.com to find
out more about sponsorships and ad
opportunities, or to request a kit. ◆
PAGE 06 NOVEMBER 2005

MEMBERSPOTLIGHTS
Badger Ventures of Wisconsin
(BV) is a venture-capital firm providing earlystage
venture capital (Series A) and
management services to entrepreneurs starting
new businesses in Information Technology (IT).
We use IT in its broad sense, including network
and user-premise based equipment, software, and
services.
BV management services include assistance
in staff recruiting, provision of interim staff from
the BV team, fine-tuning the business plan, and
long-term participation in management as
directors on the start-up corporations’ boards.
Investment funds are provided by
individuals, and institutional, corporate, and
private funds worldwide. Our focus is on startups
that will be based in Wisconsin. Our
investors are rewarded by exit strategies that
produce value and liquidity via an IPO (initial
MEMBERMATTERSCONTINUED
DIS is excited to announce that we’re open for
business at our new 52,000 square-foot facility
in Windsor. Located at 6167 Pepsi Way are
distribution, a state-of-the-art diesel fuelinjection
rebuild center, and ten drive-in service
bays providing on-vehicle diagnosis and repair.
Forward Dental has Madison covered,
with nationally accredited locations on the west
and east sides of town. Both practices offer
general family dentistry and a full spectrum of
cosmetic dental care services in a relaxed and
caring atmosphere. Our Forward Dental
Madison – West clinic is conveniently located
at 2 Science Court in Research Park on
Madison’s near-west side, east of the intersection
of Mineral Point Road and Whitney Way.
Forward Dental Madison – East is located at
1734 Thierer Road just south of East
Washington Avenue (Hwy 51).
Forward Dental is nationally recognized for
quality, having attained accreditation through
the Accreditation Association of Ambulatory
Health Care (AAAHC), and maintains the
more information, visit our Web site at
www.haverdesign.com.
Madison Coffee and Vending,
Inc. is a locally-owned and operated company
that’s been servicing Madison and the
surrounding communities with coffee and
vending service for over 33 years. We bring our
customers the best coffee flavors in the industry,
with everything from the basics like Folgers and
Hills Bros. to gourmet coffees such as Starbucks
and Victor Allen. Along with coffee products,
we also provide our customers with hot
chocolate, tea, apple cider, creamers, sugars, and
a variety of other allied products. Our vending
service is a true source of pride to us, as we
strive to customize our service based on
customers’ needs to bring them the best vending
options available. Whether it’s certain snack or
soda choices, or our fresh sandwiches, we aim to
please. From our outstanding route drivers to
our service techs, we’re there for our customers.
Call Jason at 608-240-1090 for your free trial.
BV
Badger Ventures
of Wisconsin
Madison
Coffee and
Vending, Inc.
public offering), or acquisition by a publicly
traded company.
For more information, contact: David
Redick, managing partner and founder, at 608-
274-4344, cell phone 608-469-8922; or
dave@badgerventures.com; or Camille Haney,
advisor, 608-223-3191, cell phone 608-209-
6779, or camille@camillehaney.com.
Diesel Injection Service was
founded in 1961 as a diesel fuel-injection
rebuild center, occupying a small building in
Madison. In 1972, DIS ventured into
distribution, covering three states. Today DIS
supports 74 service dealers in 12 states for a
multitude of manufacturers.
Also a key distributor for heavy-duty
electrical products—starters, alternators,
switches, wiper systems—DIS serves Original
Equipment Manufacturers (OEMs), fleets and
electrical rebuilders.
In 2002, DIS partnered with an OEM to
become the Master Distributor for Alliant
Power, marketing injectors for the popular Ford
Power Stroke“ and International 444E, DT466E
and I530E vehicles.
Now, forty-four years and four addresses later,
highest standards of service. We are proud to be
one of the few dental groups in the country to
have achieved AAAHC accreditation.
We accept most traditional dental insurance
plans and participate in a variety of prepaid
plans as well as other financing options.
Haver Design & Construction,
Inc. is a design/build firm that specializes in
turning houses into dream homes. Whether
they’re adding an addition, renovating a porch,
or building you a new custom home,
management of your project is their number one
priority.
With 15-plus years experience in the
Madison area, their friendly and talented crew is
dedicated to finishing projects on time and
within budget. They often receive multiple
referrals from satisfied customers.
Since they bill on a time- and materialsbasis,
you only pay for services and goods that
are actually used. Contact Tom Haver for a free
consultation on how to make your house more
comfortable for you. We’re located at 212 S.
Baldwin Street in Madison; you can contact us
by phone at 608-241-4297, by fax at 608-661-
3612, or by e-mail at haverdesign@tds.net. For
YMCA of the USA, the national resource office
for the nation’s 2,595 YMCAs, has announced
the YMCA of Dane County as one of
twenty community offices nationally to
continue working on “YMCA Activate
America” bringing the total of YMCAs
participating nationally to 34.
Through this initiative, the YMCA of Dane
County is serving as a “connector,” bringing
together high-level representatives from the
government, public health and private sectors to
drive meaningful change.
The community development efforts of
YMCAs over the years have initiated important
community programming and interactions, such
as the YMCA’s commitment to parent-child
programs, youth in government programs, day
and summer camps, and child care and after
school care. The YMCA is a major player in
the health-promotion revolution that’s saving
lives, improving health, and reducing healthcare
costs. YMCAs every day lead community
efforts to build understanding and respect for
others by mixing people of diverse ages, races,
religion, abilities and incomes. For more
information visit www.ymcadanecounty.org. ◆
NOVEMBER 2005 PAGE 07

GMCCFEATURE
GREEN PRINTING: FAR MORE THAN A COLOR CHOICE
by Judy Dahl
“While the common perception has always
been, ‘a lot of trees died to make that brochure,’
that’s not necessarily the case any more,” says
Paul Gradian, sales and marketing consultant,
Woodward Printing Services. Gradian also
contributed the title for this article.
“Because it has depended upon renewable
resources for so many decades, the printing
industry, perhaps more than most, is sensitive to
the impact it can have on the environment,” he
continues. Green printing, the production of
printed materials with the least impact on the
environment, is the result.
Many printers use recycled paper whenever
possible, look for ways to reduce waste, and use
The pressroom at Woodward Printing Services
environmentally-friendly inks. “The use of soybased
inks has become commonplace,” says
Gradian. “These inks reduce our dependence on
petroleum-based products, and also result in
fewer pollutants when the printed piece has
served its purpose and is disposed of.”
“The volatile organic compound (VOC)
content of the vegetable- and mineral-based
inks is almost zero,” adds Shawn Welch, vice
president of operations, American Printing
Company. “Even though our company has
tripled in size, we’re emitting fewer VOCs than
we were 15 years ago.
“And the cost of disposing of a compound
that’s high in VOCs or hazardous waste is very
high,” he continues. “It’s about $400 for a 55
gallon drum—it’s cheaper to do business if you
don’t use them.”
Technology’s role
Technological advances over the last 15
years have made it much easier—and more
cost-effective—to use environmentally-friendly
printing techniques, according to Welch. “In
every case possible, we try to use recycled
materials, use VOC-free or low-VOC materials
such as solvents, inks and cleaning products,
and to recover used materials,” he says.
“Press technology has come to a point where
we don’t need to use harmful, high-VOC
compounds like isopropyl alcohol—15 years ago
the low-VOC compounds didn’t perform very
well and printers couldn’t afford to use them,”
says Welch. “We also have solvent-recovery
systems that weren’t available 15 years ago.”
These are filtration
systems that let
printers use the same
printing “fountain
solution” longer. “You
used to use it for a few
days, it would become
contaminated, and
you’d send it to a
waste disposal
company,” Welch
explains. “Now we
filter out
contaminants 24/7,
and we never have to
dump it. You just keep
changing filters. We
use fewer volatile
compounds and we
use smaller amounts
because we recover
them.”
Rico Goedjen,
marketing director at Econoprint, adds that,
“Great advances in the making of a printing
plate have reduced the amount of chemistry
necessary to get the image on the plate. In some
cases you image the plate right on the press and
there’s no chemistry at all except a little carbon
residue. Years ago there was lead, mercury, and
other heavy metal byproducts.”
“And there are coming advances that will
eliminate fountain solutions completely,” says
Welch. “Some day we’ll be printing as good a
quality as today with no developer on the plates
and no fountain solution on the press.”
Improvements to recycled paper stock have
helped too. “As recycled papers have become
available in more weights with more finishes,
they’ve gained in favor with our customers, to
the point where many Woodward customers
specify the use of recycled paper in all their
jobs,” says Gradian . “And where specific paper
isn’t requested, Woodward automatically uses
recycled paper whenever possible—we regularly
use papers made up of anywhere from 30 to 100
percent recycled fibers.”
More recycling options
Today’s recycling options also help printers
and other businesses operate “green.” “With
area recycling companies, we’re recycling the
plastic wrappers and metal bands off skids, the
wooden skids themselves, inks, even waste rags
shipped off-site have solvents recovered off
them,” says Welch. “Our waste paper is
shredded and recycled—almost nothing in our
process goes to a landfill any more.”
And the best news? “It’s not a detriment
financially. We get paid for our recycling; why
would we landfill it? We get a check from the
recycling center,” Welch says.
Shorter, targeted print runs
Print customers can help too, by not
printing more pieces than they need. “We try to
educate clients about the benefits of using printon-demand
solutions when appropriate,” says
Goedjen. They monitor stored materials, and
reorder only when supplies fall below a set
minimum level. “They’re not printing a lot just
to get a lower unit price, and it reduces the
chance that the materials will become
obsolete—it’s more cost-effective overall.”
Goedjen says with today’s printers, printing
short runs is a better value than in the past.
“Printing was always dependent on a fair
amount of set-up to get one sheet that’s
perfectly aligned. Now each job has a shorter
set-up time,” he notes.
“The overall trend in the industry we service
is for shorter runs and more customized pieces,
targeted directly to specific audiences,” Goedjen
continues. “If you target, you’ll eliminate wasted
messages and get better results. Helping
customers understand that more isn’t always
better is part of the process.”
He recommends businesses break their
audience down into separate groups and send
different messages to each, or only to those that
have the greatest potential. “Maintaining clean
databases so they don’t waste postage and
materials is important too. Now businesses can
get almost immediate access to the national
change- of-address database. Changes can be
made very quickly and cost-effectively,” says
Goedjen. ◆
PAGE 08 NOVEMBER 2005

COVERSTORYCONTINUED – ADVERTISING DOLLAR
A plan is essential, agrees Glowac, and “every
advertising plan should begin with a budget based on a
company’s revenue projections. We recommend using a
percentage of sales. Most industries have averages
(advertising percentage to gross sales) that you can use as
a starting point, and you can talk to your peers and see
what they spend. If you’re a new business you may have
to advertise more to get the momentum going.
“Although it’s important to advertise with the right
media, it’s more important to stick with a decision and
invest enough to be effective,” continues Glowac. “Too
often, small companies advertise for a few weeks, only to
be disappointed by the lack of response. Remember,
generating awareness and getting a response takes time.”
He says it’s better to invest heavily in one medium
than to spread yourself too thin and never be noticed or
heard. “But if you can afford a ‘media mix,’ a
combination of two or more media, your investment will
be even
more
effective.
A mentor
of mine
often said
‘One sight,
one sound
and one
sell.’ ”
“One
thing I’ve
Wayne Glowac makes a key point about
branding in advertising in his “BrandWise”
workshop.
learned is
that bigger
is not
always
better,”
says Dana Zurbuchen, president, Media Plus, LLC. “The
biggest budgets don’t necessarily garner the biggest
results.”
Advertising is just one aspect of marketing,
Zurbuchen reminds; “it also includes personal selling,
sales promotion, and public relations, to name a few. The
best way to make the most of your advertising dollar is to
focus on the combination of all these categories, creating
brand consistency and exceeding customer expectations
on all levels.”
Glowac notes, “The most you can expect of your
advertising is to generate a lead. From that point on, it’s
up to you. On average, U.S. retail companies spend
between $50 and $75 to bring in one qualified candidate.
The next time a new potential customer walks into your
store, remember that you may have just spent $50 to
bring them across the threshold.” ◆
How does a city
Madison’s size support
so many successful ad
agencies?
“I’ve often wondered the same thing,
but what it means is that businesses really
benefit because they have choices,” says
Geisking. “And for the agencies—well—
there are perfect clients for each agency.
Dane County is a great place to do
business, with a very strong and vibrant
business community, so if you’re willing to
ask for the business and you can execute
on the ideas you come up with, you’ll be
very successful.”
“Madison is ‘bigger’ than most people
realize, with so many dynamic businesses
and high-tech companies,” adds Lindsay.
“And the work done by Madison-based
advertising firms attracts clients from all
over the country.”
“We’ve been successful not because of
our Madison location, but because we
target clients in specific industries located
throughout the country,” agrees Jim
Sendecke, principal, Reed Sendecke,
Krebsbach, Inc. “I believe the key to
sustaining growth as a Madison agency is
very dependent on your ability to attract
business on a more national level.”
“I think the key is our overall business
community,” says Zurbuchen. “Madison is
booming with small businesses started by
local entrepreneurs who appreciate hard
work and personal service. These are a
perfect match for the small agencies in
town, while the larger agencies can serve
the needs of corporations that generate
significant workload, which can be too
much for a smaller agency.”
Lindsay says the presence of
tremendously talented people is another
factor. “We have a number of employees
with years of experience at large
companies in major markets. They’ve
decided to practice their craft in a smaller,
more entrepreneurial environment where
the quality of life is so much better.” ◆
NOVEMBER 2005 PAGE 09

FRONT&CENTER
INPERSON
RAY
ALLEN
Publisher, Madison Times
weekly newspaper
Hometown: Milwaukee
Education: BA Journalism, UW- Madison; MS-
Management Cardinal Stritch University
Family: Wife Linda; two daughters, both
residing in Louisville, Kentucky
What led you to purchase the Madison Times?
I have always felt the Madison Times, from its
inception, held a special place in presenting
positive news about our communities of color
while also reporting on events that didn’t get
coverage in the mainstream press. When Dave
Hammonds indicated to me that he would
entertain the possibility of selling the paper, I
viewed it as not only a unique business
opportunity but as a vehicle to make a
contribution to our community on a continuing
basis.
How does your background and your position
as Wisconsin’s deputy administrator, Division
of Corporate and Consumer Services,
Department of Financial Institutions, help you
lead the publication forward?
I think it’s a collection of life experiences that
will help me move the paper forward,
government service being just a small part. I
worked my way through college as a reporter for
the Wisconsin State Journal and I currently serve
on the UW Board of Visitors for the Journalism
School. My roots are based in journalism and I
maintain a deep respect for and appreciation of
newspapers as an information source to both
educate and inform the public.
What is your vision for the Madison Times?
To continue the excellence of the paper’s awardwinning
past, while also building the readership
by expanding the topic focus into areas of
education, housing and employment.
How would you describe your philosophy for
doing business?
I believe a business must have a strong focus on
product quality and on its services. Those are
things we emphasis at my other business
venture, as a co-owner of the retail stores at the
Dane County Regional Airport. For the Madison
Times I would add a third focus: ethics and
accuracy in our reporting.
What do you see as the biggest challenges and
opportunities for minority businesses today?
There are two main challenges for minority
businesses: access to capital and access to
opportunity. The ability to gain financing is a
process that the minority community needs
additional education in. Unfortunately, for the
minority community there exist some barriers
which do not exist for the majority community.
However, there also exist many opportunities
just waiting for an informed entrepreneur to
seize the moment. ◆
AMBASSADORACTION
GMCC AMBASSADORS
HELP LOCAL HABITAT
FOR HUMANITY WITH
HOME BUILD
On August 27, the GMCC ambassadors
helped with the construction of a Habitat for
Humanity house in Dane County’s Twin Oaks
neighborhood. The day’s task was to install most
of the home’s interior insulation and secure the
work with large rolls of plastic.
Habitat for Humanity of Dane County is part
of a worldwide network of similar organizations,
under the umbrella of Habitat for Humanity
International (HFHI). Habitat has built more
than 175,000 homes worldwide, providing homes
for more than 750,000 people. On September 17,
the organization celebrated its 100th build in
Dane County.
Interested volunteers can reach Habitat for
Humanity of Dane County at 608-255-1549; via
e-mail at hfh@chorus.net; by mail at P.O. Box
258128, Madison, WI 53725-8128; or can find
more information at www.habitatdane.org. ◆
Ambassador Neil
Diffenbaugh hard at
work. Other
ambassadors
participating were:
Kelly Dewey, Tammy
Rozek, Brian
Soderling, and Jane
Lindner.
Thank yous
We thank Outback Steak House for hosting the
September ambassador meeting.
The GMCC sends
heartfelt thanks to
Land’s End Business
Outfitters for its
generous sponsorship
of the ambassador program.
PAGE 10 NOVEMBER 2005

GOT THEBEAT
PEERTOPEER
Responsoes by Tom Walker, president;
Luis Montoto; program director
Address: 730 Rayovac Drive,
Madison
Phone: 608-273-1000
Fax: 608-271-8182
Web:
midwestfamilybroadcasting.com
Current owners: Phil Fisher, Tom
Walker, Pat O’Neill, Ted Waldbillig,
Jolene Neis
Year established: Mid-West Family
Broadcasting – 1959; LaMovida - 2002
Number of employees:
Mid-West Family Broadcasting – 100;
LaMovida – 4
Your customer is: We serve two
communities of customers: our listeners
and our advertisers.
Something interesting people probably
don’t know about your business: All
of our music and programming is
produced locally in Madison.
What business achievements are you
most proud of? We built Madison’s and
Wisconsin’s first 100 percent Latino
radio station.
What are your 2006 goals for La
Movida? Our goals are to grow in
audience, revenues and community
service activities.
What are the key issues affecting
your industry and the Latino business
community today? Misconceptions!
Misconception 1: The number of
Latinos in the greater Madison – Dane
County area. My guestimate is it’s
about 40,000 to 45,000 and growing.
Misconception 2: The language barrier.
The Latino community understands
that to prosper in this great country we
need to learn the language to
communicate—60 percent to 70
percent of Latinos are bi-lingual.
Misconception 3: Buying power. The
Latino community does what the rest
of mainstream America does—we buy
cars, gas, home furniture, and clothing
for our kids. We buy groceries, and not
just at the Latino stores. We also think
that part of the American dream is
owning our own home, so this means
the Latino community does have
buying power.
Misconception 4: Permanence. We
Latinos are here to stay!
Favorite GMCC benefit? Business
representation to government and
networking opportunities. ◆
GUIDELINES FOR
WRITING SUCCESSFUL
NEWS RELEASES
by Rebecca Kopf, president, PR Etc.,
Inc.
One of the most common things
we’re asked to do in public relations
is to develop news releases that tout
our clients’ products or services.
Too many times our clients want to
boast what I consider “fluff”—
information and verbiage that would be excellent in
novels, but definitely not in a news release.
So how can you make media take notice of your
news releases? Here are some general tips:
Make it “news”worthy. Think of it from the
perspective of the media, who receives, depending on
the market, hundreds of press releases each day and
has to sort out which ones are worthy of covering.
Make it worth their time to read and cover—give
them dates, times and specific details.
Take out the fluff. Provide the media with the most
important information at the top of the release. Many
times organizations feel they must “build up” to the
essentials of the topic, but media don’t have that
much time to search through the entire release to find
the real news.
Stay away from over-used words. Eliminate words or
terms such as “end-to-end solution,” “unique,” or
“only”; these words are used in almost every press
release out there. Instead, tell the media—in simple
terms—what’s different about your organization or its
offerings.
Don’t forget the essentials. Most media people will
tell you that the biggest problems with news releases
are within the basics. Getting the day and date
correct, the time an event starts and/or the location,
are quite often the areas with the most inaccuracies in
a release.
Make it local. Think of the audience you’re trying to
reach. If you’re developing a news release for
Madison-area media, include how the story relates to
their local audience. In a similar vein, look at how a
national story might have local angles in which the
media would be interested.
Provide the Facts. Don’t misrepresent your event or
data. Don’t tell the media to expect hundreds or even
thousands of people at an event if only ten people are
realistically going to show up. Additionally, don’t use
numbers that cannot be documented and confirmed.
These few ideas can be extremely helpful in
garnering the media’s interest and coverage for your
business or organization. ◆
PR Etc., Inc. is a full-service public relations and
communications firm with offices in Madison and
Rockford.
NOVEMBER 2005 PAGE 11

LEADERS@WORK
LGM UPDATE
LGM13 KICKS OFF
ITS PROGRAM YEAR
by Amy Lensing, LGM13,
associate director, Henry Vilas
Park Zoological Society
What do the tooth fairy,
Ghandi, and Barry Manilow
have in common? Well,
admittedly not much, but they
did make for an entertaining guessing game as
part of an initial ice-breaking exercise for myself
and my 35 new classmates in LGM13. As we
settled in for our first session, at CUNA Mutual
Group, we were unsure of what lay in store for
the next nine months of the program.
After breaking the ice, local media and
political figure Stuart Levitan joined us to share
an interesting glimpse into the history of
Madison. We were all surprised that we didn’t
know the history behind many of the names
that grace our city’s beautiful parks and streets.
The brief but captivating historical overview
drove home one major theme: that throughout
Madison’s history small groups of committed,
”LEADERSHIP GREATER MADISON
PREPARING TOMORROW’S COMMUNITY LEADERS TODAY.”
community-minded individuals have had a huge
impact.
Following a short break, graduates of LGM
joined us to share testimonials of their
experiences with the program. The zeal that
past participants still hold for the program was
palpable, with phrases like eye-opening,
informative and even life-changing, peppering
the discussions. They encouraged us to make
the most of the LGM experience. They also
assured us the investment of time will bring
ample reward in terms of how we view issues
affecting our community, as well as in
relationships that will last long past graduation
day.
Mike Slavney, a leader in community
planning and growth management at
Vandewalle and Associates, addressed some of
the specific goals and areas of focus for the
coming months. A member of the LGM
curriculum committee, Mike introduced the key
focus areas for the program, which will include
economic development, public health and
safety, environment and quality of life, public
finance, growth management, and child
equity/education. He challenged our class, as we
go through the program year, to think about
how what we learn intersects with the various
levels of our region, community, neighborhood,
and families.
After a delicious lunch in the CUNA
Mutual cafeteria, Buck Joseph, UW-Madison
School of Business Executive Education, treated
us to a unique team-building exercise that gave
us a chance to get to know our fellow LGM’ers
a little better and set some guidelines for
communication throughout the rest of the
program year.
Next month we’ll choose our team projects.
After some preliminary discussion meant to get
us thinking about project ideas, with a glance
around the room, you could see that ideas were
already ruminating for many of the participants.
I was reminded of a quote Stuart Levitan
referenced earlier in the day by Margaret Mean:
“Never doubt that a small group of thoughtful,
committed citizens can change the world;
indeed, it’s the only thing that ever has.” ◆
Leadership Greater Madison is a nonprofit, nonpartisan,
educational program of the Greater Madison Chamber of
Commerce. For more information please visit the LGM page
of the GMCC Web site at www.greatermadisonchamber.com,
or contact Connie Shomberg, LGM director, at
cshomberg@greatermadisonchamber.com or 443-1953.
Tips from the GenXer’s
themselves for managing
their generation
Generation X is loosely defined as young
adults currently between the ages of 24 and 40.
While the age range is rather large, many of
the worker traits are similar. Generation X has
a unique set of skills and abilities, in addition
to a very different set of wants and (perceived)
needs from their baby boomer supervisors.
MAGNET’s close relationship to
Generation X provides insight regarding the
preferred working conditions and management
styles for this generation of employees and
leaders.
Here are a few pointers:
• Invest in the GenXer and the GenXer
will invest in you (and your company).
Many GenXer’s were born into a “fend for
yourself” world during a spate of corporate
downsizing and economic recession. As a
result, they saw many age-old, stable
institutions falling apart. Therefore, these
employees have a natural inclination to
invest in themselves, not a company. If a
company offers training, room for
advancement and individual professional
development, it will appeal to the
GenXer’s tendency toward selfpreservation.
• Appreciate, accept and (gasp) encourage
individuality—GenXers provide a fresh
perspective. One of the greatest assets
GenXers bring to a company is their
ability to provide a unique perspective.
They’re not entrenched in the bureaucracy
of the organization (due to their careful
avoidance of such things) and as a result
are able to provide suggestions, feedback
and very constructive criticism.
• Realize that GenXers are goal-oriented
and flexible—they don’t “punch the
clock,” but measure success by achieving
tangible goals. Unlike many of their
predecessors, GenXers do not feel
obligated to “punch the clock.” Instead,
they prefer to have their accomplishments
measured based on mutually agreed-upon
benchmark goals. Goal setting can be one
of the most effective methods for working
with GenXer employees.
As the baby-boomer population ages and
retires, these seemingly cutting-edge
managerial styles will become more pervasive,
and eventually commonplace. In order to
maintain relevancy and to be on the cutting
edge of employee relations, try implementing
some of the above suggestions before they
become common, and your workplace will be
more attractive to the next generation of
leaders . . . the GenXers. ◆
PAGE 12 NOVEMBER 2005

INITIATIVES&INSIGHT
ECONOMICDEVELOPMENT
COLLABORATION COUNCIL
UPDATE—PHASE II
The Collaboration Council is a regional economic
development effort comprised of a cross-section of
leaders from Dane County’s business, government,
education and non-profit communities. The goal is to
grow the Dane County economy in ways that preserve
and advance the quality of life.
Toward this end, we’ll create a Regional
Economic Development & Stewardship Entity that
will help create, expand, retain and do highly
targeted recruitment of businesses and
entrepreneurs. Research by Terri Potter and Rob
Gottschalk’s Quality of Life team will anchor these
efforts to identify Dane County assets and values
and determine how to leverage and preserve them.
Economic vitality and quality of life are not
mutually exclusive. They must both be part of the
equation when we formulate and implement our
strategy.
In the interim
We’re transitioning from the five design teams
to implementation teams that will
implement the Phase I
recommendations along with the
input from throughout the county.
The implementation teams chairs are:
• Education & Outreach (new): Paul Fanlund,
vice president of operations, Capital Newspapers
• Assets & Opportunities (formerly Quality of
Life): Terri Potter, president/CEO, Meriter
Health Services
• Workforce Development: Dave Boyer, CEO &
managing partner, MCD, Inc.
• Regional Economic Development &
Stewardship Entity (formerly Business Retention
& Recruitment team): Tom Spitz,
president/CEO, DMB Community Bank,
DeForest
• Intergovernmental Cooperation: Kristine
Euclide, vice president and general counsel,
Madison Gas and Electric Company
Together with a staff lead, the chairs are forming
teams comprised of Phase I participants plus some
new faces. The teams will define a strategy for
beginning to implement the design teams’
recommendations in Phase III (Jan. – June 2006).
Education & Outreach team
This new team drafted the following purpose
statement: “Implement a short-term education and
communication strategy to generate awareness and
understanding of the Collaboration Council and its
unique mission. This will ensure support and prevent
misunderstandings among internal and external
audiences and assist investment and the future of
the effort.”
Of note
Milwaukee has announced a seven-county, $12
million, regional economic development effort of
five years. Many have asked if this will compete
with the Collaboration Council. It will not
compete with, but will complement our efforts here.
Milwaukee has different needs, different sectors and
a different focus than the Madison area.
It’s fantastic to see that Milwaukee has begun a
regional approach to economic development. As
the Collaboration Council moves forward, we’ll
clearly need to look beyond Dane County’s borders
to include surrounding counties, Milwaukee,
Chicago and the Twin Cities, and find collaborative
ways to promote the broader region.
For more information, contact
Rafael Carbonell at 443-1955 or email
rcarbonell@greatermadisonchamber.com. ◆
Save the date: The next Collaboration
Council meeting will be held Tuesday, January 24
from 2 - 5 p.m. at Monona Terrace.
NOVEMBER 2005 PAGE 13

INITIATIVES&INSIGHTSCONTINUED
PUBLICPOLICY
LOBBYING ORDINANCE
VICTORY!
“Our current lobbying ordinance does not
work,” Jennifer Alexander said. "We need one
that does." And that’s exactly what we got at
the Madison Common Council meeting on
September 20. With a vote of 15-4, the council
passed a new lobbying ordinance into law. After
months of hard work on this issue, the
ordinance that passed has the GMCC’s support
and endorsement. This is a victory for the small
business community that has worked so hard to
ensure access to local government for all
businesses.
Despite attempts to change the ordinance on
the council floor, the fourth substitute version of
the ordinance, adopted by the Common
Council Organizational Committee (CCOC),
along with an additional amendment to protect
design professionals, made up the final
ordinance.
Voting in favor of this version were: Alders
Sanborn, Cnare, Verveer, Brandon, Skidmore,
Gruber, Olson, Knox, Bruer, Palm, Compton,
Rosas, Van Rooy, Radomski, and Thomas.
Voting against this version were: Alders Konkel,
King, Benford, and Webber. Alder Golden was
absent.
This compromise ordinance created
exemptions for Madison business owners and
employees, allowing them equal access to local
government officials. It allows business owners
and employees to discuss their needs and
concerns with elected officials without the
paperwork involved in the registration process.
We believe this ordinance will promote open
government and encourage civic involvement
and participation in the public process.
Working in collaboration with other
community organizations is a value the GMCC
embraces. Cooperation is a foundation on which
we can build a vision, gain credibility, and
successfully execute strategies to influence public
policy issues that affect the environment in
which businesses operate and residents live. This
outcome is an example of the forward progress a
unified business community can make. Our
voices were heard, and policies were changed
according to our needs and concerns.
Thanks to all of our partners that deserve
credit for this victory: Downtown Madison, Inc.,
the Small Business Advisory Council, Smart
Growth Madison, and the REALTORS. And
thanks to all of you who attended public
meetings, wrote letters, and talked to your
elected officials, helping us fight for business
rights to open access to government. ◆
NEWMEMBERLIST
We are happy to list contact information for new members of the Greater Madison Chamber of
Commerce, and we encourage members to do business with each other. The new members are in
alphabetical order, with their business category listed last. Unless noted, all addresses are in Madison.
Members are also listed on our Web site under “Member Directory.”
Bliss Flow Yoga & Wellness Center
Angela Gargano
2981 Cahill Main, Suite 3
Fitchburg WI 53711
608-273-3569
blissflowyoga@yahoo.com
www.blissflowyoga.com
Health & Wellness Services
Catholic Knights Financial Group
Richard Haffele
620 Grand Canyon Drive, 53719
608-833-7077 FAX: 608-833-8163
rhaffele@catholicknights.com
www.catholicknights.com
Financial Services
Devillier Communications, Inc.
Merri Oxley
1032 Sundt Lane, Stoughton WI 53589
608-877-0528 FAX: 608-877-0528
info@devillier.com
www.devillier.com
Public Relations Consultants
Forward Dental
Carrie Canter
2 Science Court, Madison WI 53711
414-357-2040 FAX: 414-354-3177
lschmidt@forwarddental.com
www.forwarddental.com
Dentists
Geek Squad
Precinct Chief
2803 University Avenue, 53705
608-231-1227
www.geeksquad.com
Computers - Software & Services
Greenway Station
Corey Ferk
1620 Deming Way, Suite 104
Middleton WI 53562
608-824-9111 FAX: 608-824-9144
cferk@greenwayshopping.com
www.greenwayshopping.com
Retail Shopping Centers
Habitat for Humanity
Brian Miller
1014 Fiedler Lane #29, 53713
608-255-1549
FAX: 608-255-1823
hfhoffice@tds.net
www.habitatdane.org
Non-Profit Organizations
Hair Today Gone Tomorrow
Sue Bostrom
516 River Place, Monona WI 53716
877-664-2477 FAX: 708-460-9741
sbostrom@veinclinics.net
www.hairtodaygonetomorrow.com
Hair Removal Services
Heartland Benefits Group, LLC
Steven Schwartzer
PO Box 70727, Madison WI 53707
608-235-4241 FAX: 608-318-0127
steve@heartlandbenefits.net
www.heartlandbenefits.net
Insurance
Holmes, Murphy & Associates, Inc.
Wendy Bettermann
10 E Doty Street, Suite 800, 53703
608-204-5934 FAX: 800-233-4951
wbettermann@holmesmurphy.com
www.holmesmurphy.com
Insurance Counselors
INI Global, Inc.
Gregory Wilkinson
5940 Seminole Centre Ct, Suite 230,
53711
608-274-3515 FAX: 608-227-0118
gwilkinson@iniglobal.com
www.iniglobal.com
Consultants - Business
Jin’s Chicken & Fish
Maxine Okafo
213 Sunny Meade Lane, #3, 53713
608-217-3342
Restaurants
Magnum Radio Group (Portage Office)
Doug Steele
1420 E Wisconsin, Portage WI 53901
608-745-0959 FAX: 608-745-5771
dougsteele@magnumradiogroup.net
www.magnumradiogroup.net
Radio Stations & Broadcasting
Companies
Mary Kay - Amy Ammon
Amy Ammon
845 Hemlock Drive, Verona WI 53593
608-219-0775
amyammon@marykay.com
www.marykay.com/amyammon
Cosmetics & Beauty Products
Randall Hopkins Art and Antiques
Randall Hopkins
807 E Johnson Street, 53703
608-255-6222
rhopkinsantiques@sbcglobal.net
Antiques
Resident Services, Inc.
Kasia Zalewska
7602 Mid Town Road, 53719
608-848-1178 FAX: 608-848-8385
info@residentservices.com
www.residentservices.com
Real Estate - Management
Simplified Staffing Inc.
Todd Willman
2317 International Lane, Suite 210,
53704
608-240-0039 FAX: 608-240-0045
katie@simplifiedstaffing.biz
www.simplifiedstaffing.biz
Employment Agencies
SIMTEC Silicone Parts, LLC
Enrique Camacho
1902 Wright Street, 53704
608-278-8880
enrique.camacho@simtec-silicone.com
www.simtec-silicone.com
Technology Companies
Successful Organizing Solutions (S.O.S.)
Nancy Kruschke McKinney
406 Shato Lane, 53716
608-441-6767
nancy@sosorganize.net
www.sosorganize.net
Organizing Services - Household &
Business
UnumProvident
Peter Krahn
500 Elm Grove Road, Suite 201
Elm Grove WI 53122
(262) 641-4164 FAX: 262-641-4150
pkrahn@unumprovident.com
www.unumprovident.com
Insurance
Westside Family Pet Clinic
Karin Schei
5712 Raymond Road, 53711
608-271-5277 FAX: 608-271-8533
kschei@westsidefamilypet.com
www.westsidefamilypet.com
Veterinarians ◆
PAGE 14 NOVEMBER 2005

COVERSTORYCONTINUED – INTERNET MARKETING
In addition to helping clients create
awareness via the Internet, Malcolm Marketing
uses the Web to market special events and
business changes. “We use the Internet in
conjunction with more traditional media outlets,
but the effectiveness is really dependent on the
content and purpose of the announcement,” says
Merfeld.
What tips does he have for online marketing?
• “Know your audience.
• Consider the fact that Internet audience
members typically have a shorter attention
span than you might think. Make your
message thought-provoking and concise.
• Repetition of your message is essential, but if
overdone, it can easily work against you.
Consider your frustration when you receive
spam e-mail. Message content and frequency
is a balancing act.”
One way Malcolm achieves that balance is
by delivering its message in a monthly electronic
newsletter. “It’s a great non-invasive way for us
to share examples of our work with the
surrounding community,” Merfeld says.
Web sites and PR
Joan Collins, owner and president of Joan
Collins Publicity, Inc., says her firm encourages
the media to check out her clients’ Web sites.
“We also use e-mail extensively when providing
news releases and story ideas to the media.”
Here’s something to consider if you’re
sending out press releases over the Internet
without making follow-up phone calls. Collins
says, “We’ve found that many, but not all, media
like to communicate via e-mail.” A phone call
might be needed to get attention from some
media members.
Collins says her firm doesn’t automatically
include Web site addresses on news releases.
“Before we include the client’s Web site on the
last line of a news release, we review the site to
make sure it’s up-to-date. Once we’ve reviewed
the site, we encourage our clients to post news
releases we prepare on their Web site.”
She adds, “We always include phone numbers
as well. The media wants their audience to have
this information in case they use it for
publication on air or for a graphic on TV.”
How effective is the Internet for creating
awareness of special events or business changes?
Collins says the big concern today is that the
media is inundated with news releases, so how
do you draw attention to clients on an ongoing
basis? Collins offers these tips: “In the subject
line of the e-mail, state what you’re sending …
mention the client and idea. If you’re sending a
news release, summarize the news release; don’t
just type ‘news release.’ ”
Interestingly, Collins says her firm doesn’t use
the Internet to promote her own company’s
services. “We rely on the old standby method of
promotion … word of mouth. Happy clients tell
others.”
Creating good Web sites
Creating a new or improved site that can
create the most buzz involves a lot more insight
than you might think. Mark Schmitz, president
and creative director of ZD Studios says it pays
to hire a Web designer who not only has graphic
design experience, but who understands
infrastructure and can program the site. “The
designer should talk to you up front about who
will host the site, what features you want and
about future enhancements,” he advises.
The next step is to identify the business goals
for the site. “A Web site is more than an
electronic bulletin board,” says Schmitz. “It’s a
tool for establishing a one-to-one connection
with visitors. The designer should you ask
questions like: Who do you want to reach?
What do you want to say to them? How will you
COVERSTORYCONTINUED – ANNUAL DINNER
measure their response?”
Next, spend time navigating your
competitors’ sites to see how they’re positioning
their business. Schmitz agrees that time spent
looking at other business sites is time well spent.
“The best way for a business to start building its
identify on the Web is to look at its competitor’s
sites.”
What are some of the biggest mistakes
businesses make when setting up an Internet site?
“They view it as an expense, not an investment,”
says Schmitz, “and they don’t update it as often.”
Another common mistake is not explaining what
you want to accomplish with the site to the
designer. If one of the purposes of the site is for it
to be a media resource, that should be established
long before the design gets underway. “A lot of
lost time and redevelopment occurs, at great cost
to the business, if you don’t define your needs at
the outset.”
Does Internet marketing
pay off?
Web sites offer a good way to showcase your
business and create an image, but that image
needs to be consistent with your other
marketing materials. Once you have your site
up, it’s less expensive to update when compared
to the cost of reprinting a brochure or mailing
out flyers.
Schmitz says that in the hotel industry, his
clients find that a well-designed site can pay off
handsomely in terms of online reservations. “A
well-designed Web site should be helpful, and
provide solutions to questions customers are
searching for,” he says.
“Good Web sites also pay off in expanded
business when there’s a ’wow factor,’ ” Schmitz
adds. He says media visiting your site—as well as
other visitors—should “be able to see it, smell it
and taste it.” ◆
Jay Loewi of QTI and Amy Olson
from the GMCC
crowd of almost
1,200, Randy
Hackbarth, partner,
Smith & Gesteland,
LLP commented,
“This event is one of
the best, if not the
best networking
opportunity of the
year.” This remark,
based on
Hackbarth’s 15-plus years of attending the dinner,
seemed to be the widespread feeling among
attendees.
Kathryne Auerback, director of marketing at
Physicians Plus Insurance, added, “The annual
dinner provided many opportunities—before,
during and after dinner—to connect with people
from our diverse business community.” Auerback
praised, “Being part of this event was a tremendous
opportunity to reach out to our friends and
colleagues who share our commitment to a vibrant
greater Madison business community.” She noted
that keynote speaker Bud Selig, a University of
Wisconsin graduate, was “absolutely inspiring in his
dedication to the great American institution of
baseball.”
Chamber members also heard from Gary
Wolter, GMCC board chair and president/CEO,
Madison Gas and Electric Company, who thanked
GMCC members for their support during his term
as chair. “It’s been an honor serving in this position
and working with all of you,” he said.
Hackbarth complimented the chamber’s
progress under the leadership of President Jennifer
Alexander, and the strong GMCC board of
directors and advisory groups. “The chamber has
really transitioned
into an advocate for
business. It’s not just
a resource anymore.”
He continued,
“Jennifer really
knows Madison, and
she’s done a fantastic
job of obtaining
Donna & Dave Gray of Awards
Mall-Total Promotions
information from
the business sector
(L to R) Master of Ceremonies Jody
Glynn Patrick from In Business
Magazine, GMCC Ambassador
Tammy Rozek and Kris Ashe of
Park Bank
to support all the
wonderful things our
city has done.”
“We’re pleased to
offer numerous
opportunities to
learn, network and
develop careers,”
said Alexander.
That’s definitely
what area businesses
are looking for, as is
evidenced by this
year’s GMCC
membership numbers—1,724 business members—a
25 percent increase over last year.
A dessert reception finished out the evening—
one last reminder that the GMCC Annual Dinner
is the place to be. Wayne Glowac, president,
Glowac + Harris, Madison, Inc. deemed the
evening, “the best chance to chat with more clients
and friends than any other local business event. It’s
an occasion for amazing networking for anyone in
business,” he said. ◆
NOVEMBER 2005 PAGE 15

UPCOMING CONVENTIONS
& EVENTS
The Greater Madison Convention & Visitors Bureau is pleased to welcome
these great conventions, tradeshows and events to the Madison area in
November. [EA = Expected Attendance]
November 3-6 World Fantasy Convention, Madison Concourse
Hotel, EA: 1,000
November 6-11 North American Lake Management Society
International Symposium 2005, Monona Terrace®,
EA: 800
November 9-11 WI Evangelical Lutheran Church & Change
Conference, Marriott Madison West,
EA: 500
November 11-13 Methodist Senior High Convocation, Exhibition Hall,
Alliant Energy Center, EA: 2,500
November 12-13 Winter Art Festival, Monona Terrace®, EA: 7,500
November 12 UW Football vs. Iowa, Camp Randall, EA: 77,500
November 17-18 WIAA Football State Tournament, Camp Randall,
EA: 30,000
November 18-20 One of a Kind Rubber Stamp & Scrapbook Show,
Exhibition Hall, Alliant Energy Center,
EA: 3,000
November 19-20 Anew Women’s Expo, Exhibition Hall, Alliant Energy
Center, EA: 9,000
GMCCCALENDAR
NOVEMBER
Tuesday, Nov. 1 – GMCC Issues Roundtable 4 – 6:30 p.m.
Location: Edgewood College Corp. Learning Center, 1255 Deming Way
Topic: Marketing Fee: $20
Contact: Sarah Breckenridge at 443-1954 or
sbreckenridge@greatermadisonchamber.com
Wednesday, Nov. 2 – 12@12
Noon – 1 p.m.
Location: GMCC office, 615 E. Washington Avenue
Topic: Top 10 HR Mistakes Made by Small Business Owners Today – Mila
Stahl, Human Resources Group
Annual underwriter: Wipfli, LLC
Contact: Connie Shomberg at 443-1953 or
cshomberg@greatermadisonchamber.com
Monday, Nov. 14 – 2 Sessions: 7:30 – 10 a.m. & 4 – 6 p.m.
GMCC Member Health Care Seminars
Location: Hilton Garden Inn, 1801 Deming Way, Middleton
Contact: Sarah Breckenridge at 443-1954 or
sbreckenridge@greatermadisonchamber.com
DECEMBER
Wednesday, Dec. 7 – 12@12
Noon – 1 p.m.
Location: GMCC office, 615 E. Washington Avenue
Topic: Issues Facing the Small Family-Owned Business – Ann Kinkade,
UW- Madison Family Business Center
Annual underwriter: Wipfli, LLC
Contact: Connie Shomberg at 443-1953 or
cshomberg@greatermadisonchamber.com
Thursday, Dec. 15 –
4:30 – 6:30 p.m.
Holiday Business Card Exchange
Location Wingate Inn – 3510 Mill Pond Road - Madison
Contact: Sarah Breckenridge at 443-1954 or
sbreckenridge@greatermadisonchamber.com
THISMONTH’SFEATURE
Green Printing: Far more
than a color choice
BUSINESS BEAT
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