Connect 2005 Forecast: "No Bad Days"

He's not a motivational speaker. He's a motivated speaker. Bruce Hamilton headlines the final day of the Connect 2005 conference May 16-18. He believes that those who allow themselves to have a bad day wind up on the losing end of most situations. In his fast-paced, humorous style, Hamilton will strive to help attendees take control of their lives and their destinies by taking control of their attitudes.

Hamilton is just one of the many presenters that attendees at this year's Connect 2005 will have the opportunity to learn from. This new conference for co-op communications, marketing, and member relations professionals is loaded with useful information. In all, more than thirty breakout sessions will offer tools, insight, resources, best practices, and lessons learned that can be immediately applied on the job once attendees return to their cooperatives.

To learn more about conference offerings and to register, click Connect 2005.

New TV Spots Spend Four Weeks on Range of Channels

The two new Touchstone Energy Cooperatives television spots, "Under Control" and "Turning on the Lights," aired March 28 through April 18 on a number of cable and satellite TV stations. The four-week media buy included a blend of 30- and 60-second versions of the new ads.

"Under Control" features a mother (shown in photo below) in her hectic day-to-day life, rushing kids off to practice, moving on to her next task, and seeking that ever-elusive moment to catch her breath. In a life that's never predictable, she tells viewers that the one thing she doesn't have to worry about--- one of the most stable elements in her life---is her local electric co-op, which will always be there, reliably providing power to her and her family.

"Turning on the Lights" reveals a father strolling through his house at dusk, turning on the lights. He emphasizes his co-op's investment in technology that provides reliable power. He knows that his co-op is committed to providing the best service to his community.

Viewed by millions, the spots were broadcast on Discovery Channel, ESPN, Lifetime, USA, The Weather Channel, HGTV and Fox Sports Network. The spots will air again in May and June, then again in the fall and winter.

"Under Control" and "Turning on the Lights" will be released to Touchstone Energy co-ops in May. For co-ops needing to make special requests for fast-track copies, please contact Cynthia Henthorn at cynthia.henthorn@nreca.coop.

Cooperative Career Center Launched on TouchstoneEnergy.coop

TouchstoneEnergy.coop this month became the public's portal to a new hub for career opportunities across the cooperative network. The Cooperative Career Center, a Web resource originally made available on Cooperative.com, and now accessible on the Touchstone Energy Web site, gives those looking for jobs in cooperatives a seamless access point to the many opportunities available.

So now when someone sees a Touchstone Energy TV spot, becomes intrigued to see if there are employment opportunities at Touchstone Energy co-ops, he or she can simply go to www.touchstoneenergy.coop (the Web address is on the final slate of the TV spots) and click "Careers at Co-ops."

Using the power of Touchstone Energy's national marketing brand, the Cooperative Career Center can help cooperatives attract the talent they need to be successful in future.

Touchstone Energy Board Elects New Officers

The 2005 officers were elected by the Touchstone Energy board of directors March 21 in Charleston, S.C. They are:

Chair- E.E. "Skip" Strickland, CEO, Berkeley Electric Co-op, Moncks Corner, S.C.
Vice Chair-Alan Edwards, senior vice president of external relations and communications, Basin Electric Power Co-op, Bismarck, N.D.
Secretary Treasurer-Tom Jones, CEO, Grand Canyon State Electric Co-op, Phoenix, Ariz. 
At-Large Position on Executive Committee-Doug Pryce, director, United Power Co-op, Brighton, Colo.

"The new slate of Touchstone Energy board officers carries on the tradition of strong leadership dedicated to strengthening the brand," said Strickland. "With Touchstone Energy at an all-time high of 619 member systems, we will continue to pursue excellence in all of the many areas where the brand helps communicate the advantages of being part of an electric cooperative," he added.

Steve Healy, president and CEO of Pierce-Pepin Cooperative Services in Ellsworth, Wis., is the sole newly elected director to the Touchstone Energy board.

The board recognized one outgoing member, Roger Clark, CEO of Boone Electric Co-op in Columbia, Mo., and past-chair of the Touchstone Energy board of directors.  Clark was applauded for his dedication to the brand and his service on the board.

"Roger worked tirelessly to ensure the brand was integrated throughout our nation's electric cooperatives," said Strickland. "His leadership has been, and will continue to be, an asset to Touchstone Energy and all electric cooperatives," Strickland added.

April 22 Web Conference Reveals Cooperative Difference Research Findings

Discover key drivers of member satisfaction and loyalty during the Cooperative Difference Research Web Conference on Friday, April 22, at 1 p.m. Eastern 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 segments?

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

To register or for more information, click here.

Several TV Spots Head to the Retirement Rack

At its March meeting, the Touchstone Energy board of directors voted on the following changes to the slate of TV spots available to member cooperatives.

Effective immediately, the following TV spots have been retired and are no longer available for airing:

Dairy Farmer :30
Hobby Shop :30
Factory :30
Teacher :60
Get Charged :30

In addition to the two new TV spots, "Under Control" and "Turning on the Lights," the following TV spots are still available for airing:

Ownership :30/:60
Teacher :30
Line Tech :30/:60

Co-op Connections Gears Up for 2nd Quarter

Touchstone Energy is gearing up for the second quarter 2005 Co-op Connections card and key fob print production.  Along with important dates for submitting information for this next run, there is also a new pricing formula.

2nd Quarter 2005 Card & Key Fob Print Run Deadlines
May 10: Due date for card/key fob quantity commitments, distribution deadline requirements and logo submission
Co-ops must send an e-mail to lauraj@cardsource.com and cynthia.henthorn@nreca.coop confirming quantities for the print run. Co-ops should include the anticipated date they intend to distribute the cards to their membership.  Co-ops must also submit their logo at this time. It is preferred to receive logos as an .eps file.

May 31- Card order w/customized text
Co-ops must submit orders by this date on www.advancingthebrand.coop.  Submit finalized customized copy for the card and key fob for final card design and proof approval.

June 17- All card and key fob layouts approved as final

Card production completes July 31 and delivery and card distribution will take place in early August.

For more information on this production cycle and Co-op Connections, contact Cynthia Henthorn at cynthia.henthorn@nreca.coop.

SitesAcrossAmerica Passes 3,000 Properties

Launched less than eight months ago, SitesAcrossAmerica (www.sitesacrossamerica.com) boasts more than 3,100 properties in 23 states. This Web-based resource is targeted at real estate and site selection professionals who make the decisions about where companies locate. In essence, this online clearinghouse of properties, sites and buildings in communities served by electric co-ops across the country provides a one-stop tool for matching co-op communities and commercial customers.

Attendees of the Connect 2005 Conference (May 16-18 in New Orleans) can stop by the SitesAcrossAmerica booth and take a virtual tour of this resource. Staff will be available to help with questions on listing properties on www.sitesacrossamerica.com, as well as provide information on site selection opportunities.  All cooperatives that post two or more properties on SitesAcrossAmerica by Connect 2005 (May 16) will be eligible to win a new digital camera. 

Posting available properties on SitesAcrossAmerica is a snap. Cooperatives can post, update and edit site and building listings in three easy steps.
1. Sign on to www.sitesacrossamerica.com
2. Click the "Submit Site Info" button located at the top of the page.  
3. Username:  coopsites  Password:  buildings
4. If your cooperative doesn't already have a profile in the system, a new one can be created by filling out the form. Then fill out either the building or site submission form, depending on the type of property.  

For more information about SitesAcrossAmerica, contact Kristine Jackson, 703-907-5633 or kristine.jackson@nreca.coop.

Brand Managers' Tip of the Month: Learn From the Co-op Network

Learning how others have succeeded in their brand-building efforts is one of the best ways to map out a communications, advertising and marketing plan. There will be no better place to gather best practices, fresh ideas and concepts that deliver big-time results than the Connect 2005 Conference May 16-18 in New Orleans. Many successful branding stories will be shared with attendees, who are encouraged to take them back to their co-ops and implement those that are likely to realize the same success.

Energy Managers Reveal Utility Best Practices: Results of the 2005 Business Advisory Council (BAC)

See what some of the nation's top national energy managers believe are utility best practices in rates, communications, outage procedures and more during a Web conference May 9 from 1 p.m. - 2 p.m. Eastern Standard Time.
 
This Web conference, offered exclusively to Touchstone Energy cooperatives, will focus on the results of the 2005 Business Advisory Council (BAC), a roundtable of energy decision-makers from Fortune 1000 companies like Wal-Mart, Dow Chemical, and Food Lion, among others.
 
This year, BAC members considered what utility best practices look like in rates, service, technology, outage response, and customer-utility communications.  Which cooperative business practices make the grade and which fall flat?  How important is rate flexibility?  Do key accounts newsletters have any value?  Can you have too much or too little contact?  Is it possible to earn approval from the nation's top customers even when the lights go out?
 
Please join:
 
Presenters:        Jim Bausell, Chief Operating Officer, Touchstone Energy Cooperatives
                        Rick Heithold, Strategic Sourcing Manager, Food Lion
 
There is a limited number of seats for this free Web conference so it is advised to register as soon as possible.

Onlne Registration

Tracking the Touchstone Energy Balloon

No other Touchstone Energy brand vehicle is more visible to more people than the Touchstone Energy hot-air balloons. The team that travels across the country, whether tethering the massive balloons or conducting night glows, is a hit at the wide range of events it attends. Just recently, the balloon, with Pilot Cheri White, finished four days in South Texas at a Livestock Show, another few days at a kite festival in Utah, and next week will head to East Kentucky Power Cooperative's Kentucky Derby festivities.

For more information on the balloon or to book it for your event, go to www.cbaballoon.com. 

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