Touchstone Energy Update

Touchstone Energy was presented with three Awards of Merit at the Silver Inkwell Awards ceremony last month. The awards, given annually by the Washington, D.C., chapter of the International Association of Business Communicators, recognize excellence and leadership in the field of business communications.

The "Turning on the Lights" and "Under Control" television campaigns each received Awards of Merit in the photos/audiovisuals category, while the Co-op Connections member benefit card program was recognized with an Award of Merit in the special event-special purpose category.

This year's contest drew more than 260 entries in eight different communications categories. Judges ultimately granted 63 Awards of Merit, placing Touchstone Energy with elite company.

Distinguished Service Award Nominations Accepted Until Dec. 9

Time is running out to nominate brand leaders for the 2006 Touchstone Energy Distinguished Service Award. The Distinguished Service Award is presented to individuals who have made exceptional contributions to the development, growth and success of the Touchstone Energy brand on a national level.

Nominations must be sumbitted to Marty Haught, Touchstone Energy director of communcations and brand education, no later than Dec. 9., 2005, an extension from the previous deadline of Dec. 1. Up to two winners will be recognized at the Touchstone Energy Annual Meeting in Orlando, Fla., which will be held in conjunction with the NRECA Annual Meeting Feb. 20-22, 2006.

To request a nomination form and for more information about award criteria, please contact Marty Haught at marty.haught@nreca.coop or 703.907.5986

Help Re-name Update and Win an iPod Nano!

The Touchstone Energy Update will receive a facelift in early 2006 and needs a creative and catchy new name to kick off the process. Touchstone Energy cooperatives are invited to submit ideas for the new name for a chance at winning a great prize--a 4 GB iPod Nano. The winning name will be selected by Touchstone Energy’s Cooperative Relations Advisory Committee and introduced with the redesigned newsletter in early 2006. Please submit ideas to Erin Keogh at erin.keogh@nreca.coop no later than Dec. 9, 2005.

Co-op Connections Unveils New National Discount Deals, Announces 2006 Print Schedule

In addition to valuable savings they already receive at the local level, Co-op Connections cardholders can now take advantage of seven new national discounts. New businesses include BCI Barn Builders, Kentucky State Parks, Husky Liners, Proflowers.com, Cherry Moon Farms, Uptown Prime Steaks and Meineke Car Care Center. The addition of these businesses brings the total number of national discount deals to 22.

Husky Liners, a manufacturer of automotive accessories such as cargo and floor liners, offers Co-op Connections cardholders up to 40 percent savings on its products. Cherry Moon Farms delivers high-quality fresh fruit and gift baskets and now offers 15 percent savings to cardholders.

For complete details on the discounts offered and for information on how to take advantage of them, go to www.connections.coop.

Logos and Commitments due Jan. 27 for First Quarter Print Run

The start of a new year and the addition of new national discount deals make this a perfect time to join the 61 Touchstone Energy co-ops building member loyalty and demonstrating the cooperative difference with the Co-op Connections member benefit card. With nearly 5 million cards and key fobs in circulation, Co-op Connections is delivering savings to co-ops and members nationwide. To participate in the next print run, register by Jan. 27 on www.advancingthebrand.coop.

For more information on the next print run and Co-op Connections, contact Cynthia Henthorn at cynthia.henthorn@nreca.coop, 703.907.5575.

Sun Belt Ag Expo: Co-op Collaboration and Education Thrive in Touchstone Energy Exhibit

When the more than 200,000 attendees at last month’s Sun Belt Agricultural Expo (Moultrie, Ga.) searched for the American flag during the national anthem, they didn’t have to look too hard. Soaring directly over the expo grounds, the Touchstone Energy hot-air balloon prominently draped Old Glory for all to see. And that wasn’t the only brush with the brand during the three-day event.

Pooling resources, Touchstone Energy cooperatives from Georgia, Florida and Alabama hosted an eye-catching exhibit as a means of educating thousands of expo-goers on the advantages of being a member of an electric cooperative.

“Hosting this exhibit with the co-ops from Georgia, Alabama and Florida is another classic example of how Touchstone Energy co-ops transcend state lines and territorial boundaries to come together under the Touchstone Energy brand,” said Mark Bolton, vice president of marketing and member services at Coastal Electric Cooperative (Midway, Ga.). “Together, we put on a hugely successful event that individually we could not do.”

Interactive presentations were highlights of the Touchstone Energy exhibit, including electricity safety magic shows and pole-climbing simulations for kids. Employees from the participating co-ops handed out Touchstone Energy-branded bottles of water to thirsty crowds. They also used the opportunities to speak about the merits of the electric cooperative business model and the power of the Touchstone Energy national network.

“Participating and appearing at the Sunbelt Expo provided cooperatives in Alabama, Florida and Georgia an opportunity to communicate with hundreds of thousands attendees about the Touchstone Energy brand, its core values, and programs and services offered by the 620-plus Touchstone Energy cooperatives nationwide,” said Mark Ingram, marketing products & services coordinator/regional brand manager at Alabama Electric Cooperative (Andalusia, Ala.). “Farmers and ranchers made up more than 67 percent of the attendees, so cooperative personnel were able to talk one-on-one with members who are served by Touchstone Energy cooperatives,” said Ingram.

Materials and conversations within the massive Touchstone Energy tent provided an education about the brand’s values of integrity, innovation, accountability and commitment to community.

“We wanted to make sure that our visitors understood what their Touchstone Energy co-op stands for, and I think we did that,” said Bolton.

Submit Photos by Dec. 5 for 2006 “Tribute to Co-op Heroes”

Touchstone Energy will pay tribute to the cooperative network’s men and women serving in the U.S. military around the world. A video, dubbed "Tribute to Co-op Heroes," will be shown at the Touchstone Energy Annual Meeting Feb. 21, 2006, in Orlando. It will honor co-op members, employees, family and friends serving our country in uniform. Co-ops are encouraged to contribute photos for use in the video, which will be offered to all Touchstone Energy co-ops nationwide to use at their discretion.

Touchstone Energy's advertising agency, White & Partners, will assist in the production of the video and has provided two methods for contributing photographs:

Upload photos at ftp.whiteandpartners.com. Username: Tribute Password: Touchstone
E-mail photographs to Touchstone@whiteandpartners.com.

The preferred file fomats for photographs are .tif, .jpg, or .eps at a resolution of 300dpi. All photos should be saved with the name(s) of the person(s) in the photograph and which co-op they represent in the file name (example: TomSmith_IrwinEMC.tif). Please submit all photos by Monday, Dec. 5, 2005.

Please contact Megan Bowen, White & Partners, with any questions regarding this process at 703.793.3435.

Entry Deadline Approaches for Spotlight on Excellence Awards

"Best Touchstone Energy Program" to Receive Award

Don't miss out on the chance to enter the 2006 Spotlight on Excellence Awards. The program recognizes outstanding work produced by electric co-op communicators throughout the country. The deadline for entries in the 2006 competition is December 2, 2005.

Awards will be given in 18 categories, including "Best Touchstone Energy Program," which will honor a local campaign that builds brand awareness and effectively communicates the cooperative difference and the brand’s four core values of integrity, accountability, innovation and commitment to community. Please review the Spotlight on Excellence brochure for details on eligibility, award categories, how to enter, fees and deadlines.

Winners will be notified by March 28, and The Council of Rural Electric Communicators will recognize the winners during the Connect 2006 Conference, May 16-19, in San Antonio, Texas.

For more information on the awards, visit Cooperative.com or contact Spotlight Administrator Maggie Tilley at spotlightonexcellence@nreca.coop or at 828.773.0282.

Connect 2006: Big Learning Opportunities in the Lone Star State

The 2006 Connect Conference will once again offer co-ops valuable information on marketing, communications, member services and branding. Connect 2006 takes place May 16-19 at the Marriott River Center in San Antonio, Texas.

30 informative sessions and an array of expert speakers will educate attendees on:

The state of the U.S. and global energy picture
Communicating about rate increases and other tough subjects
What members value about cooperatives
Using innovative technology to enhance member services and maximize efficiency
Powerful branding for communicating the cooperative difference

In addition to in-depth sessions, Connect 2006 gives attendees a chance to network with their co-op peers, hear about outstanding communications and branding efforts in the Spotlight on Excellence Awards, get the latest on products and services at the Connect Expo, and applaud recipients of the second annual Touchstone Energy Brand Champion Award.

Stay tuned for more program details. For information on hotel reservations and conference registration, visit www.cooperative.com.

Ohio Co-ops Draw Crowds, Build Brand at Farm Science Review

More than 130,000 spectators turned out and received a dose of the cooperative advantage at the Farm Science Review held in September in London, Ohio. The Ohio Rural Electric Cooperatives and the Touchstone Energy brand were hard to miss, offering the crowds plenty of reasons to stop by the co-ops’ large Touchstone Energy tent, which beckoned spectators with the Touchstone Energy logo on the big top and a 20-foot cold-air balloon. The annual Farm Science Review draws crowds from Ohio and around the country. The Ohio Rural Electric Cooperatives have exhibited at the event for more than 25 years.

"The Farm Science Review is a great opportunity for Ohio's Touchstone Energy cooperatives to reach out to our members with innovations in electrical applications," said Darrel Cubbison, member services manager of Guernsey-Muskingum Electric Cooperative in New Concord, Ohio, and chairman of the Farm Science Review Committee.

Cooking demonstrations, games, and nearly 20 exhibits featuring innovations in energy efficiency, insulation, generators and more, were available to spectators throughout the three-day event. One of the most popular activities was a game in which participants won prizes for correctly answering questions about electric co-ops, Touchstone Energy or electric safety.

"The event gives us a unique opportunity to educate people about Touchstone Energy and what being a member of their electric co-op is all about," added Cubbison.

Future of Power Supply Takes Center Stage at NET2006

The seventh annual New & Emerging Technologies Conference (NET), slated for Jan. 18-19 at the Pointe South Mountain Resort in Phoenix, Ariz., kicks off with a general session aimed at giving attendees a national perspective on the future of power supply.

A panel of G&T chief executives will discuss the changing energy environment and answer vital questions on how it will affect co-ops’ resource planning. Writer Michael Parfit will share extensive research gathered as he prepared his recent National Geographic Magazine feature, “Powering the Future.” Attendees will get a glimpse of what’s in store for global energy supply as Parfit addresses power generation with the aid of hydrogen, solar power, wind, ocean waves and nuclear fusion.

The closing general session offers an interesting and off-beat look at human nature as Dr. William Rathje discusses “The Truth About Our Garbage.” Dr. Rathje is the author of the popular book, Rubbish, and the head of the University of Arizona’s Garbage Project, a massive program aimed at understanding human behavior by studying landfills around the world.

For more details on NET2006 and complete registration instructions, visit the Web site, or contact Kathryn Momot at 703.907.5707, or kathryn.momot@nreca.coop.

Quotable Quote

"I am a lobbyist and I see the power of the Touchstone Energy brand when I meet with our legislature. The lawmakers recognize the logo and know that we're with the electric cooperatives. And they respect us."

-Barry Mayfield, vice president, Government Affairs, East Kentucky Power Co-op

Editor, Erin Keogh
erin.keogh@nreca.coop
703.907.5572