Touchstone Energy Co-ops Deliver Hurricane Relief

The power of human connections brought a glimmer of happiness in a time of frustration and exhaustion to the employees at Peace River Electric Cooperative (PRECO) in Wauchula, Fla. Hurricane Charley tore through central Florida Aug.13, leaving in its wake hundreds of destroyed or damaged homes, battered businesses and immense challenges--personal and professional--for the employees at PRECO.

Thousands of PRECO members were left powerless after Charley ripped down many of the co-op's distribution poles and wires. Several employees' homes sustained major damage that requires significant restoration and, in some cases, total rebuild. Despite these challenges, the cooperative spirit across the country proves to be a beacon of hope for the folks at Peace River. Touchstone Energy cooperatives pooled together to help those in need, delivering goods and much-needed funds to the PRECO family.

"You really see the beauty and strength of a national network in disaster situations such as this," said Brad Kimbro, vice president of marketing and member services for PRECO.

Leading the relief effort, Coastal Electric Cooperative (Midway, Ga.), Palmetto Electric Cooperative (Hilton Head, S.C.) and Canoochee EMC (Reidsville, Ga.) came through for PRECO Sept. 1 by delivering a truckload of water, non-perishable food and other essentials. In addition to donating goods, Jefferson Energy Cooperative (Wrens, Ga.) provided the truck and driver for this relief effort. Planters EMC (Millen, Ga.) also contributed to this relief effort.

Palmetto Electric Vice President of Marketing Jimmy Baker presented PRECO CEO Bill Mulcay with a check for more than $2,200--donations from Palmetto Electric employees and directors for the employees and children of Peace River. Coastal Electric is following up the initial relief effort with a truckload of school supplies for students in the Peace River Electric community.

Touchstone Energy co-ops from across the country have also provided funds and clothing, including the national partners. NRECA and its employees donated more than $4,000 for the children and employees of Peace River. Employees of the National Rural Utilities Cooperative Finance Corporation and the National Rural Telecommunications Cooperative donated more than $4,800 for hurricane relief efforts.

"I guess we just really bask in the blessing of what the Touchstone Energy co-ops have done and in the others who have responded to us," said PRECO CEO Bill Mulcay. "There's no family like the Touchstone Energy family," said Mulcay.

Connect 2005 - New Conference - New Strategies - New Orleans!

Since it was launched more than two years ago, the Touchstone Energy Brand Leadership Summit has been the can't-miss event for electric cooperative professionals tasked with communicating the co-op advantage. Co-op communications, marketing, member services and key accounts staff descend on this summit knowing they'll leave armed with tools and resources to help them with their cooperative objectives. This annual meeting continues to evolve and in 2005 bears a new name - Connect 2005. The conference takes place May 16-18, 2005, in New Orleans.

Connect 2005 will not only continue to include the best of the Touchstone Energy Brand Leadership Summit, but will offer the finest elements of the NRECA Marketing, Member Services and Communications Conference, resulting in more powerful ideas, cutting edge information and innovative solutions for your electric co-op. 

Connect 2005 will provide:
- Unparalleled Learning Opportunities - Discover new strategies and tactics for communicating the cooperative advantage and providing products and services that build loyalty with younger members.

- Touchstone Energy Branding Tactics - Take advantage of the latest strategic advertising, targeted communications and programs that demonstrate your cooperative's commitment to its member-owners.

- Marketing Expo - Plug into the latest products and services that will make your members' lives easier and your co-op more successful.

- Spotlight on Excellence Awards - Get charged by the groundbreaking campaigns of your colleagues. (And steal some ideas!)

- Prime Networking - Connect with your peers from co-ops across the country.

- New Orleans - Get jazzed by all the Big Easy has to offer - the world's best jazz, bayou tours, Bourbon Street, and much more!

Clear your calendar and join your colleagues in the Big Easy for Connect 2005, May 16-18, 2005, in New Orleans for the premier co-op marketing and communications event.

SitesAcrossAmerica.com is Live!

SitesAcrossAmerica.com is up and running! The Web-based tool created by Touchstone Energy Cooperatives helps electric co-ops draw commercial and industrial customers to the communities they serve. The SitesAcrossAmerica.com Web site (http://www.sitesacrossamerica.com) makes it easy for co-ops to get their community's sites and locations noticed by expanding businesses. The site is targeted at real estate and site selection professionals who make the decisions about where companies locate.

"In SitesAcrossAmerica, electric cooperatives now have an added tool to assist real estate professionals, developers, and corporations of all sizes locate properties in cooperative areas," said Buckeye Power (Ohio) Director of Economic Development Bob Forsblom.  "We now have a vehicle that provides national exposure for community properties located in the exurban areas. Cooperatives and the communities they serve now have the opportunity to compete on a more level playing field," he said. "This program shows we are committed to helping our communities."

If you have sites and buildings you would like to market, e-mail Kristine Jackson at kristine.jackson@nreca.coop for data submission information.

Pool Together to Reduce Co-op Connections Printing Costs

The Touchstone Energy network provides opportunities for electric co-ops to pool together, take advantage of economies of scale and enjoy significant savings. Printing the Co-op Connections member benefits card is an excellent opportunity for co-ops to utilize the power of the network.

The first print run of cards and key fobs is slated for October. Planning is pivotal to take advantage of the lower costs of large print runs. Coordinate with other participating co-ops in your state and region to make the process easy, inexpensive and effective.

To order key fobs and cards and obtain pricing info, go to http://www.advancingthebrand.coop/.  The Web site allows participating Touchstone Energy co-ops to order cards from Plastic Products--the Co-op Connections print vendor---and collateral materials from JPG Group Inc.

In order to participate in the first print run, your co-op must submit a credit application (fax or online submission) and artwork via the www.advancingthebrand.coop site by Sept. 30.  If your order is not submitted by Sept. 30, your co-op's order will be processed with the next run in the near future.

Co-op Connections Program Agreement
If your co-op is ready to participate in the program, please contact your regional partner for a copy of the Co-op Connections Program Agreement. Your co-op will be invoiced for a $100 Program Participation Fee to defray the costs and expenses of the program.

For more information about printing Co-op Connections cards, contact Cynthia Henthorn at  cynthia.henthorn@nreca.coop.

Brand Manager Tip of the Month

Communicating the cooperative advantage just got easier. Touchstone Energy Cooperatives this month created a 30-minute video loop that explains many of the benefits of Touchstone Energy Cooperatives. The video features Touchstone Energy TV and radio spots, the Our Story video, Winning With Business Customers video, Value of Membership video, and coverage of the Co-op Connections card.

The video is an excellent tool to run in cooperative lobbies, at trade shows and during other events. It's available in VHS and DVD formats at no charge. Contact Marie Jepson at marie.jepson@nreca.coop to obtain a copy.

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 Southern Maryland Electric Cooperative (http://www.smeco.com/), which uses the Touchstone Energy brand images on its site.

Holiday Cards Help to Build Brand

As the holiday season nears, many cooperatives are preparing to send co-branded Touchstone Energy Cooperatives holiday cards to key accounts, local business leaders and other members of their communities.

Touchstone Energy members can tailor the artwork for a holiday card and envelope to their particular cooperatives. The artwork can be downloaded from the co-ops' only section of www.touchstoneenergy.coop. Go to "Programs and Tools," then click "Holiday Cards" under the "Advertising Tools" button. For more information, contact Marie Jepson at 703.907.5627 or marie.jepson@nreca.coop.

Quotable Quotes

"I think the Co-op Connections card is great. We're helping two important groups. All our customers will get great discounts from businesses right in their own community, and we're helping the businesses promote themselves and it's not costing them anything."

Heidi Belohrad, marketing and communications coordinator, United Power, Brighton, Colo.

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