New Ad Campaign, Tribute to Heroes are Hits at Annual Meeting

Fresh out of the editing studio, two new television spots debuted at the Touchstone Energy Annual Meeting March 1, held in conjunction with the NRECA Annual Meeting.

The first new ad features a mother in her frenetically paced life, rushing her kids off to practice and moving on to her next task. She talks about how life isn't always predictable, but tells viewers that the one thing she doesn't have to worry about in her hectic day-to-day ordeals---the one stable force in her life--- is her local electric co-op, which will always be there for her.

The second spot features a father walking through his house, turning on lights while touching on the reliability of his co-op. He knows that when he hits the switch, the lights will turn on. Ultimately, viewers see the lights in the community come on in a cascading sequence. These spots will be delivered to all Touchstone Energy co-ops in the next two weeks. The spots are designed to be customized with co-op names and voiceover tags.

In introducing the new ads, Del Crandall, director from Randolph EMC in North Carolina, explained how the ads reinforce the messages co-ops are seeking to deliver based on the findings in the Cooperative Difference Research. A report on the research, performed by TSE Services, will be distributed to all Touchstone Energy co-ops, along with an invitation to a Web conference on the findings, in the next two weeks.

Membership on the Rise
Now in its seventh year, Touchstone Energy has reached an all-time membership high of 620 systems, COO Jim Bausell told attendees. Membership continues to grow, he said, because co-ops recognize the value in the brand. And co-op members are showing their pleasure with the cooperatives, too, as evidenced in each American Customer Satisfaction Index Touchstone Energy has participated in over the last two years, said Bausell.

"Touchstone Energy Cooperatives should stand for a standard of excellence unmatched in the electric utility industry. Our national score this year - 80 - is the highest score of any utility in the country. For the second quarter in a row, we have been number one on the industry," Bausell added.

Co-op Connections Helps Educate New Members
Following the spots, the focus turned to the Co-op Connections member benefits card and how United Power in Brighton, Colo., is succeeding with this new program. Heidi Belohrad, marketing and communications coordinator at United Power, explained how Co-op Connections has helped meet the challenge of reaching out to her co-op's membership, which has grown at a 10 percent clip for the past five years.

"I was charged with finding a way to build customer loyalty and getting the message out about how United Power is more than just an electric company. When I first saw the guidelines for Co-op Connections, I knew it would be a great way to reach out to these new members," said Belohrad. "We became more than just an electric company; we became a partner for businesses and families in our territory," said Belohrad.

A Tribute to Co-op Heroes
The meeting wrapped up with a tribute to the heroic efforts of employees at Touchstone Energy cooperatives at home and abroad. Peace River Electric Co-op (Wauchula, Fla.) CEO Bill Mulcay gave a touching account of how Touchstone Energy co-ops across the country came to his co-op's aid after Hurricane Charley decimated his community.

"'The Power of Human Connection's' is truly more than a slogan," Mulcay told attendees. "It is more than a national organization. It is more than cooperative to cooperative. It is simply one individual helping one individual. It is the 'one helping one' that is the building block, or foundation, that enables one cooperative to help another and one organization to reach across to another," said Mulcay.

Mulcay introduced a video featuring co-op heroes on the job and in active duty overseas. The "Tribute to Co-op Heroes" is available free of charge to any Touchstone Energy co-op. It would be good for use with any co-op audience. To order, contact Erin Keogh at erin.keogh@nreca.coop.

Scott Parsley, Cooperative Balloon Associates Receive Touchstone Energy's Top Award

Touchstone Energy's highest honor was awarded to two recipients who have been instrumental in the success of the Touchstone Energy brand. Scott Parsley, assistant general manager of member services at East River Electric Power Cooperative (Madison, S.D.), and Cooperative Balloon Associates, a consortium of Illinois-based cooperatives that own and operate the Touchstone Energy hot- and cold-air balloons, were presented the 2005 Touchstone Energy Distinguished Service Award in San Diego, Calif.

Both were honored at the Touchstone Energy Annual Meeting. The Distinguished Service Award is presented to individuals who have made exceptional contributions to the development, growth and success of the Touchstone Energy brand.

Parsley was an original member of the Touchstone Energy board of directors, guiding the brand's development with his vision and leadership. For the presentation of the award, a video was shown of several co-op leaders from across the country speaking to the important role Parsley played--and continues to play--in the creation and evolution of the Touchstone Energy brand.

"From serving on the first Brand Steering Committee and guiding and shaping the early development of Touchstone Energy, to his board service, Scott's hand, voice and vision are deeply embedded in the brand," said Mickey Miller, CEO of Nolin RECC in Elizabethtown, Ky.

"During the development, rollout and growth of the Touchstone Energy brand, Scott was the individual who continually focused the brand development on the needs of the ultimate consumer, the cooperative member," said Dennis Criswell, vice president of marketing and strategic ventures at Sierra Southwest Cooperative Services in Benson, Ariz.

Pilot Cheri White and 10 innovative Illinois Touchstone Energy co-ops make up CBA. They are Shelby Electric Cooperative, Coles-Moultrie Electric Cooperative, Eastern Illini Electric Cooperative; Norris Electric Cooperative; Rural Electric Convenience Cooperative; McDonough Power Cooperative; Corn Belt Energy Corporation; Southern Illinois Power Cooperative; Jo-Carroll Energy; and Soyland Power Cooperative/CCS.

From the Kentucky Derby Festival to the Sunbelt Ag Expo in Georgia to the Cherry Festival in Michigan to individual co-op annual meetings, CBA has helped brand recognition to soar. More than 200 Touchstone Energy co-ops in 23 states have used the balloon, reaching 11.5 million people.

"The leaders and founders of CBA and General Manager Cheri White have been tireless advocates for the Touchstone Energy program since the first balloon took flight five years ago," said Roger Clark, CEO of Boone Electric Cooperative in Columbia, Mo., and chair of the Touchstone Energy board of directors. "Their professional image and outstanding work in promoting the brand and its values make Touchstone Energy cooperatives across the country proud to feature the hot-air balloon at their events, in their publications, and on apparel and billboards. This, coupled with the balloon's media coverage, has generated more than 68.5 million impressions for the Touchstone Energy brand since 1999," added Clark, who presented the awards.

The Beach Boys Relive Teen Idol Days at Entertainment Night

There was dancing in the aisles, teens rushing the stage, and co-op staff and directors grooving to some old favorites as The Beach Boys energized more than 6,300 concert-goers at NRECA's Annual Meeting Entertainment Night, sponsored by Touchstone Energy Cooperatives.

With a record number of tickets sold for this event, the band did not disappoint, belting out familiar tunes, "Fun, Fun, Fun," "Surfin' USA," and "California Girls," and charging up the crowd for a night to remember.

"I don't know what might be next, but this show likely raised the level of recognition of Touchstone Energy at this event," said Wayne Retzlaff, general manager of Navopache Electric Co-op in Lakeside, Ariz. "The entertainment nights have always been good, but with Touchstone Energy it really added a lot," he added.

New Members Bring Touchstone Energy Participation to Record High

Touchstone Energy Cooperatives' membership continues to soar, reaching an all-time high of 620 systems. With Touchstone Energy co-ops in 44 states, the brand grows even stronger. First-time members include:

-Crawford Electric Cooperative, Bourbon, Mo.
-Southwest Louisiana EMC, Lafayette, La.
-Hickman-Fulton Counties RECC, Hickman, Ky.
-Bandera Electric Cooperative, Bandera, Texas
-Western Illinois Electrical Cooperative, Carthage, Ill.
-Navarro County Electric Co-op, Corsicana, Texas
-Lynches River Electric Cooperative, Pageland, S.C.
-East-Central Iowa REC, Urbana, Iowa
-Chariton Valley Electric Co-op, Albia, Iowa
-Dixie Electric Membership Corp., Baton Rouge, La.
-Mid-South Synergy, Navasota, Texas
-Farmers Electric Co-op, Greenville, Texas

New commitments are expected to continue to come in throughout 2005.

Connect 2005: Experts to Offer Insight on Crisis Management and Brand Relationships

You never know when it will happen, but crises can sting a co-op when it least expects it. Be prepared for the unexpected. Richard Hyde, senior visiting fellow with the Center for Risk Communication, leads a general session, called "A Series of Unfortunate Events - Managing Communications During A Crisis," at the Connect 2005 conference May 16-18 in New Orleans. During the Tuesday morning session, Hyde will educate attendees on how co-ops can better deal with and prepare for crises and the best communications approaches. Joining Hyde will be a panel of co-op communicators who coped with crises brought on by the 2004 hurricanes.

Other speakers will offer insights into strengthening the bond between companies and consumers. Andrew Zolli, Futurist & Founder of Z+ Partners, will give attendees a look at how consumers' relationships to brands are changing. Zolli, futurist-in-residence at Popular Science and American Demographics, explores the complex relationship between companies and culture.

Connect 2005 also boasts a battery of informative sessions that will arm co-op professionals with cutting edge communications, marketing, and member services tools. Take a quick glance at Connect 2005 session themes:
Lost In Translation
These breakouts are designed to help improve communication strategies, tactics and media relations.

A Brand for All Seasons
Perfect for Touchstone Energy brand managers, or those who want to learn more about branding, these sessions will help connect with members and improve loyalty.

Are You Being Served?
Member service pros will get ideas to increase productivity, improve service quality and boost member satisfaction and loyalty.

Home Improvement
The energy services marketplace is transforming. Here's a chance to learn about new technologies as well as marketing, product, and service strategies.

Potpourri for $1000
Here's an assortment of gems here - fresh ideas that will engage co-op members.

Analyze This
These sessions prove that marketing is more science than art.  Take home tools to accurately measure customer satisfaction and learn how to use the right medium with the right message to connect with the right audience.

Let's Make A Deal
Re-think how to retain, expand and cultivate business vital to communities' futures. Get the latest information, trends and proven tools to move community & economic development programs forward.

To learn more about conference offerings and to register, click Connect 2005. A limited number of hotel rooms have been set aside at the Hyatt Regency New Orleans, with a special conference rate of $135 single/double for conference attendees. To receive this special rate, reservations must be made by April 1, 2005. Reservations made after this date will not be guaranteed the special conference rate and are subject to availability.

Quotoable Quote

"You have the strongest brand going in a market where everyone is having a difficult time maintaining a market brand."

-Bob Heller, director of energy solutions for Johnson Controls (Milwaukee), speaking about Touchstone Energy at an NRECA Annual Meeting forum

Gauging Member Satisfaction: Web Conference to Answer Questions

Attend Touchstone Energy Cooperatives' free Web conference, "A Treasure of a Measure -- Using the Customer Satisfaction Index (ACSI) to Drive Cooperative Performance," to learn how to use the ACSI. Find out what members think of your cooperative and how you can improve their views. The conference, Wednesday, March 30 at 1 p.m. EST, will also teach how to benchmark a co-op's performance against other cooperatives, utilities and Fortune 500 businesses; motivate and energize co-op boards, management and employees; improve cooperative programs and operations, and more.

Visit the Web conferences section on Cooperative.com for more information and to register.

Web Sites That Wow

The Web Sites That Wow monthly feature is intended to demonstrate how a Touchstone Energy cooperative effectively uses the brand on its Web site. This month's site belongs to West Central Electric (Murdo, S.D.):  http://www.wcenet.com.

April 22 Web Conference Delves into Cooperative Difference Research Findings

Research into the key drivers of member satisfaction and loyalty will be reviewed during the Cooperative Difference Research Web Conference on Friday, April 22, at 1 p.m. Eastern Standard Time.
 
The 2004 National Survey on the Cooperative Difference report, conducted by Touchstone Energy Cooperatives, is hot off the presses. The Web conference will share powerful insights about cooperatives from close to 6,000 cooperative members from across the country who participated in the Touchstone Energy research project. The conference will look at:
 
-What features of the cooperative model resonate most strongly with members?
-How can we tailor messages to bridge the generational communications gap?
-Where can our marketing and communications dollars earn the highest rate of return?
-What cooperative value segments are most important to various age groups?
-What drives member satisfaction and loyalty?
-How can targeted messages be developed for various demographic segment?

Hosted by Touchstone Energy Chief Operating Officer Jim Bausell, the Web conference will feature Tom Laing, with TSE Services of Raleigh, N.C, the firm that conducted the research project.

Registration information will be issued in the coming weeks.

Shelby Electric's Touchstone Energy Cookbook Helps Charities

Shelby Electric Cooperative in Shelbyville, Ill., has prepared a cookbook to raise funds for its annual "Christmas Year Round Fund," a program developed to benefit local charitable organizations throughout the year.  In addition to a few recipes from the cooperative family, there is a section on Touchstone Energy.

Cookbooks can be ordered for $10 plus $2 shipping, with all proceeds going to the co-op's "Christmas Year Round Fund." Contact Kevin Bernson at Shelby Electric Cooperative at 800.677.2612 ext 239, or kbernson@shelbyelectric.com.

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