Kaua'i "Electric Idol" Winner to Sing Island Version of "We Shine As One"

Paula, Simon and Randy didn't make the trip last month to Kaua'i Island in Hawaii for Kaua'i Island Utility Cooperative's "Electric Idol" competition. But that didn't stop more than 20 contestants from competing for the opportunity to be the melodic voice of the cooperative. When votes had been tallied, Alan Van Zee of Lawa'i was named KIUC's first "Electric Idol," and will record the Touchstone Energy theme song, "We Shine As One," with an island sound applied to it.
 
Van Zee performed "Your Song," which became popular decades ago after Elton John recorded it. Van Zee wins a trip to Honolulu and a professional recording session to record his version of "We Shine As One," which will be used in KIUC TV and radio spots.

July 14 Web Conference to Provide Guidance on "Co-op Connections" Card Program

Save the date! Touchstone Energy Director of Business Development Charlie Gloeckner will lead an informative Web conference July 14 on the Co-op Connections program--a member benefits card designed to build member loyalty for your electric co-op.

The Web conference is slated for 3 p.m. (EST) and should last about one hour. More details will be sent next week under separate cover. For more information, contact Gloeckner at charlie.gloeckner@nreca.coop.

Build the Brand With a Variety of Resources

Remember that an array of brand-building tools can be ordered from Touchstone Energy to help you with your efforts. These include:

 -One Nation posters
 -Our Story videos
 -Fireman posters
 -Earning Your Trust father-son posters and counter cards
 -Our Members are the Most Important Part of Our Electric Co-op posters
 -Coloring books

Please contact Marie Jepson at 703.907.5627 or marie.jepson@nreca.coop.

Brand Manager Tip of the Month

A recently created video featuring new and existing Touchstone Energy images is available to all Touchstone Energy cooperatives to show at annual meetings and other events. The 3 1/2-minute video, "We Shine as One," is accompanied by the Touchstone Energy theme song. It's available by contacting Marie Jepson at marie.jepson@nreca.coop.

Marketing-Communications Tools Focus on Reinvesting in the Community

A new series of marketing materials that emphasizes electric cooperatives' commitment to reinvest in their communities will be available in the coming weeks to help Touchstone Energy co-ops advance the brand. This will be the third installment of the Cooperative Difference strategic communications program. The first focused on trust, and the second on co-op employees' local ties. 

The series includes print ads in various sizes for co-op newsletters and local newspapers, bill stuffers, posters, counter cards, a newsletter article, and a CEO's column, all of which support the messages and visual images presented in Touchstone Energy television and radio advertising.

These materials can be obtained by logging on to www.advancingthebrand.coop. For more information, contact Marie Jepson at 703.907.5627 or at marie.jepson@nreca.coop.

Web Sites That Wow

The Web Sites That Wow monthly feature is intended to demonstrate how a Touchstone Energy cooperative effectively uses its Web site in its brand-building efforts. This month's site belongs to East Central Energy (www.eastcentralenergy.com), which uses the Touchstone Energy brand images throughout its site.

North Dakota Electric Co-ops Build Touchstone Energy Center

Volunteers from North Dakota's electric cooperatives gathered on the shores of Lake Isabel in early April to begin building the Touchstone Energy Center, a dormitory for camp counselors, at Elks Camp Grassick---a camp that helps children and adults with physical and mental challenges.

Electric cooperative employees and directors worked together to complete the 1,100-square-foot Touchstone Energy Center before camp began June 1. The Elks of North Dakota own and operate the camp. Campers benefit from a range of activities, including crafts, swimming and professional instruction in the areas of speech and language, occupational therapy and reading. The Touchstone Energy Center replaces one of the first buildings ever built at the camp in the 1930s.

"When Sen. Dave Nething (Jamestown) told us about the camp and asked for our help, the board saw this as an opportunity to live up to the Touchstone Energy core values," said Dennis Hill, North Dakota Statewide general manager. The board approved funding $35,000 and promised to build the Touchstone Energy Center. Nething is project director of the North Dakota Elks Charitable Trust

During the first two weeks, each day a crew of about six volunteers worked to raise the building, shingle the roof and install doors and windows that lead to a large wrap-around deck overlooking the lake. In that time, about 30 volunteers donated more than 600 hours of labor to the project.

A Dakota Valley Electric Cooperative crew installed electrical and plumbing materials, the cost of which were covered by a $5,000 donation from Basin Electric Cooperative.

Kansas Co-ops Sponsor Electric Car Rally

The Kansas Touchstone Energy co-ops last month sponsored an event that promotes electric vehicles and gets high school students engaged in the subject. The Touchstone Energy Electro-Rally involved teams from 20 high schools across Kansas who have spent the year designing and building single-driver, electric race cars.

The cars are lightweight, aerodynamic, and highly efficient, powered by deep-cycle lead acid battery packs and solar power. The teams raced on a two-mile track to see which car could do the most laps. The winner completed 18 laps. Employees of Kansas' Touchstone Energy co-ops showed their community commitment by volunteering at the race.

NRECA Marketing & Communication Excellence Conference July 18-21

NRECA's Marketing & Communication Excellence Conference will be held July 18-21 at the Hyatt Regency in Columbus, Ohio. This conference will offer information on topics important to electric co-op marketers, communicators and member services staff. The conference will include a Touchstone Energy roundtable to provide attendees with information on how to build the brand at the local level. For more information on the conference, go to: http://www.nxtbook.net/live/nreca/mce2004/index.html, or contact NRECA's Jane Hoge at 703.907.5617.

Touchstone Energy Co-ops to Sponsor Directories at Iowa State Fair

Thanks to a new project sponsored by the 32 Touchstone Energy cooperatives in Iowa, the million-plus visitors to the Iowa State Fair Aug. 12-22 will be able to navigate the fairgrounds easily and quickly check event time and locations.

The eight-foot map directories will be placed at six locations of the fairgrounds. They will include a schedule of events and a sponsor logo area announcing the support of the service by the Touchstone Energy cooperatives of Iowa. The signs will be permanent fixtures at the fairgrounds and will display information during the 200-plus events held year round.

Quotable Quotes

Several weeks ago, I attended a career fair in which about 17 people representing various industries presented five to seven minutes about their career/company to a high school.  Two presenters ahead of me was the head of the local division of Montana Dakota Utilities (an investor-owned utility).  His first question:  "Who here is familiar with MDU, Montana Dakota Utilities?" Nobody raised a hand.
 
Then I got up and asked if anyone knew what Touchstone Energy was.  Virtually every kid raised his hand!  This is the future.
 
Connie Krapp
Director of Marketing & Public Relations
Northern Plains Electric
Cando, N.D.

Editor, Marty Haught
marty.haught@nreca.coop
703-907-5986