August 2006

Customizable Print Ad Helps Promote Online Audit to Co-op Members

Gibson EMC Becomes a Touchstone Energy Co-op

‘Straight Talk’ Radio Spots Ready for the Airwaves

Co-op Connections Card Debuts Three New Deals

At Palmetto Electric, Every Employee Counts

Michigan Co-ops Put the Brand, Kids on Parade

Touchstone Energy Balloon Floats Through Busy Summer

Sept. 12 Web Event Will Focus on Utility Market Trends

Don’t Miss Touchstone Energy at NRECA’s Regional Meetings

Share Your Brand-Building Success Stories

Customizable Print Ad Helps Promote Online Audit to Co-op Members

Touchstone Energy’s new residential energy management tool, the online Home Energy Saver, has generated a buzz among member cooperatives. It’s recorded thousands of hits and prompted many cooperatives to place a link on their Web sites that sends their members directly to a customized frame for the online audit. 

Now co-ops have an additional tool to help them promote this free service to their residential members. A customizable print ad, perfect for bill stuffers, posters or magazines, is now available for download on the Touchstone Energy Web site. Print-ready images in varying sizes are provided.

The Home Energy Saver is a comprehensive, user-friendly online energy audit that helps consumers pinpoint ways to control their home energy use based on a detailed description of a home, its appliances and geographic location. The online tool is offered in cooperation with Lawrence Berkeley National Laboratory and is sponsored by the U.S. Department of Energy as part of the national ENERGY STAR Program for improving energy efficiency in homes.

Gibson EMC Becomes a Touchstone Energy Co-op

On Monday, August 28, the Gibson EMC (Trenton, Tenn.) board of directors voted unanimously to join Touchstone Energy Cooperatives. Gibson EMC becomes the ninth cooperative in Tennessee, Kentucky and Alabama that purchases power from the Tennessee Valley Authority (TVA) to become a Touchstone Energy  cooperative. 

“We’re very excited to be a part of the Touchstone Energy family,” said Dan Rodamaker, President and CEO of Gibson EMC, pictured at right. “We are anxious to utilize the full menu of tools and services available through the brand so that we can establish brand recognition, build member loyalty and educate the next generation of electric cooperative members.”

Other Touchstone Energy cooperatives that purchase power from TVA include:

Pennyrile RECC (Hopkinsville, Ky.)
Hickman-Fulton Counties RECC (Hickman, Ky.)
Warren RECC (Bowling Green, Ky.)
West Kentucky RECC (Mayfield, Ky.)
Joe Wheeler EMC (Trinity, Ala.)
Cullman Electric Cooperative (Cullman, Ala.)
Meriwether Lewis Electric Cooperative (Centerville, Tenn.)
Duck River EMC (Shelbyville, Tenn.)

“We’re thrilled to have Gibson EMC on board,” said Jim Bausell, COO of Touchstone Energy Cooperatives. “As the membership base in our network continues to grow and diversify, we’re constantly looking for ways to maximize the strength of the Touchstone Energy brand and help Touchstone Energy co-ops drive home the ‘looking out for you theme’ that has resonated so strongly,” he added.

Touchstone Energy membership now stands at 634 cooperatives in 45 states. 

‘Straight Talk’ Radio Spots Ready for the Airwaves

Touchstone Energy’s new “Straight Talk” advertising and communications campaign has expanded to include five radio spots that complement the five TV spots that premiered earlier this summer. The radio spots touch on the same themes reflected in the TV spots, including energy efficiency, investing in technologies that will ensure a brighter future for America, safety and the strength of the co-op network. The spots can be easily customized for local use.

The radio spots can be sampled and downloaded on the Touchstone Energy Web site. CD copies of the spots are also available. To order a CD or for general questions about the new media, contact Scott Bialick at 703.907.5627 or scott.bialick@nreca.coop.

Co-op Connections Card Debuts Three New Deals

With the recent addition of three new national discount deals, the Co-op Connections member benefit card offers co-op members an even greater variety of savings opportunities through national vendors.

Co-op Connections has teamed up with TiVo to offer members a free 80-hour Digital Video Recorder when they sign up for one year of TiVo service at a specially discounted rate of $16.95 per month, a 25 percent savings.

Cardholders can also save big when they place an online order with Omaha Steaks. The Omaha Steaks Flavor Pack, which includes top sirloins, risotto cakes, burgers and a cutlery set and retails for $100, is available for just $34 to Co-op Connections members.

For co-op members with home decorating needs, Next Day Blinds now offers cardholders incremental savings on top of its standard low prices:

• An additional $25 off any order of $300 or more
• An additional $75 off any order of $750 or more
• An additional $150 off any order of $1,500 or more
• An additional $300 off any order of $3,000 or more

Co-op Connections cardholders can visit any of the Next Day Blinds store locations or can make an appointment to use their free Shop At Home service. The offer is also available online and includes free measuring and installation.

The addition of TiVo, Omaha Steaks and Next Day Blinds brings the total number of Co-op Connections national discounts on the roster to 33. For complete details on how to access these deals, visit the Co-op Connections Web site or contact Scott Bialick at 703.907.5627 or scott.bialick@nreca.coop.

Logos and Commitments due Oct. 13 for Third Quarter Print Run
The growing tally of national discount deals makes this a perfect time to join the 79 Touchstone Energy co-ops building member loyalty and demonstrating the cooperative difference with the Co-op Connections member benefit card. With more than 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 Oct. 13 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, or Scott Bialick at scott.bialick@nreca.coop, 703.907.5627.

At Palmetto Electric, Every Employee Counts

Palmetto Electric employees were in for a surprise as they opened their mail one recent summer day. After the co-op’s 2006 American Customer Satisfaction Index (ACSI) score came in, each employee at the South Carolina co-op received a letter and a $50 bill from President and CEO Tom Upshaw. The letter thanked employees for their contributions to the co-op’s high score of 87 and emphasized that every employee played a part in achieving the score. The score was especially remarkable because it reflected a 3-point improvement from 2005, when the co-op notched an 84.

“Everything, and I do mean everything, that we do affects the perception that our owners have of us. From how we answer the phone to responding to an outage to what they think when they see one of our vehicles in traffic has a lot to do with how they feel about all of us,” said Upshaw in his letter to employees.

The letter didn’t stop there. Upshaw challenged employees to improve their ACSI score yet again, setting the bar at a score of 88 for 2007. Taking a cue from the popular TV game show “Deal or No Deal,” Upshaw promised a $100 bill to each employee who agreed to take on the challenge. The money is only awarded if the score improves in 2007. If the score does not improve, participating employees will contribute $5 to the co-op’s Operation Roundup activities.

Touchstone Energy cooperatives receive ACSI scoring as part of their national investment fee. An ACSI score is generated by incorporating four standard questions into any member survey. Responses to these questions should be e-mailed to Touchstone Energy’s Erin Keogh at erin.keogh@nreca.coop, who will submit the data to ACSI and return a score within 10 business days. All scores are kept strictly confidential.

For more information on how to implement the ACSI locally, contact Erin Keogh at 703.907.5572 or erin.keogh@nreca.coop. All necessary documents and instructions can also be found on the Touchstone Energy Web site in the member resources section.

Michigan Co-ops Put the Brand, Kids on Parade

The Touchstone Energy brand was well-represented at the National Cherry Festival, held in July in Traverse City, Mich. For the eighth straight year, Michigan’s Touchstone Energy cooperatives sponsored the festival’s Junior Royale Parade, which is one of the largest children's parades in the country and draws crowds numbering in the hundreds of thousands.

Employees and their families from Cherryland Electric Cooperative (Grawn), Great Lakes Energy (Boyne City), HomeWorks Tri-County Electric Cooperative (Portland), Presque Isle Electric & Gas Co-op (Onaway), and Wolverine Power Cooperative (Cadillac), dressed in Touchstone Energy shirts, gather to accompany the Touchstone Energy float down the parade route.

Keeping with the theme of the parade, children of co-op employees ride on the float and wave to the crowds. Another group of co-op volunteers heads down the street ahead of the float, handing out programs and American flags to spectators.

“It’s one of the highlights of the year for our Michigan Touchstone Energy co-ops,” said Nancy Tanner, director of communications and member relations for Wolverine Power Cooperative. “Everyone gets involved and has a lot of fun. It’s also a perfect occasion to showcase our support of the young people in our region and of the National Cherry Festival, which is an important event for our state,” she added. The Touchstone Energy hot-air balloon was also featured at the festival, generating great media coverage of the co-ops’ involvement.

Touchstone Energy Balloon Floats Through Busy Summer

The summer of 2006 was a busy one for the Touchstone Energy hot-air balloon.  The balloon made stops at annual meetings, expos, state fairs and festivals across the country, serving as a floating brand ambassador and generating plenty of attention for the brand among co-op members and local media.

The Missouri State Fair was one of the many appearances the balloon made this summer. Missouri’s Touchstone Energy co-ops, which sponsored the appearance for the third year, held a drawing through their statewide magazine for members to win a ride in the balloon. Pictured at right are the lucky winners, hailing from United Electric Cooperative (Maryville) and Boone Electric Co-op (Columbia) with pilot Cheri White and her balloon crew.

To find out more about the balloon and how to book it for events, as well as purchase balloon logo gear, visit www.cbaballoon.com.

Sept. 12 Web Event Will Focus on Utility Market Trends

The energy utility market is saturated with conflicting messages that can cause confusion among customers. NRECA’s C&I Business Development Team will host a Web conference, E Source Industry and Technology Update, that will examine the trends and issues in the market today and what cooperatives can do to assist their large business customers with these issues, especially energy management.

Topics to be covered include: 

-Issues affecting large customers from rising fuel costs and utility rates to climate change issues
-Key findings from the E Source spring 2006 survey of corporate energy managers
-Top energy management practices corporate energy managers are undertaking
-New technologies for commercial, industrial, and institutional customers

Date: Tuesday, September 12, 2006; 1 p.m. EDT
Speaker: Ken Black, Executive Vice President, Member Services, E SOURCE
Registration:  Please register by close of business on Monday, Sept. 11. Call-in and Web access details for participants to follow.

Computer Requirements: This Web conference is accessible from any Internet location. The only items you will need are:

PC Computer (the Web conference will not work on Apple Macintosh computers)
Internet Access (56k or higher)
Computer or Projector Screen
Speaker Phone

Questions:
Registration-related, please contact Kathryn Momot at 703.907.5707 or at kathryn.momot@nreca.coop. 
Content-related, please contact Pete Schmutz at 919.562.7213 or at Pete.Schmutz@nreca.coop

Don’t Miss Touchstone Energy at NRECA’s Regional Meetings

Touchstone Energy will be on the scene at this year's NRECA Regional Meetings. Be sure to stop by the Touchstone Energy booth to get the most current information on member benefits, advertising and communications materials, and upcoming conferences. Staff will be on hand to answer questions.

Touchstone Energy Extra Newspaper to all Co-ops in September
The Fall 2006 edition of the Touchstone Energy Extra newspaper will soon roll off the presses. The newspaper will be distributed at all NRECA Regional Meetings over the next few months. Copies will also be distributed in September to the brand manager at each member co-op. Brand managers are encouraged to distribute a copy to each employee (each co-op will receive the proper quantity).
 
The Extra is a great tool to help motivate and engage employees. Distributing it is a good occasion for CEOs and brand managers to strongly communicate how vital employees are to building the brand locally and to helping member-owners make the link between their local co-op and the Touchstone Energy brand.

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