October 2006
New “Straight Talk” Print Ads Offer Unique Options
"Straight Talk" TV Spots Win Top National Honors
Co-op Connections Ropes In Another New Deal
Home Energy Saver Offers Student-Teacher Lesson Plans
Hot-Air Balloon Hits Events in Ohio, New Mexico
Call for Nominations: 2007 Distinguished Service Award
Colorado Co-ops Boost Junior Livestock Auction
Maryland Co-op “Drives” Home the Brand
Share Your Brand-Building Success Stories
New “Straight Talk” Print Ads Offer Unique Options
The award-winning “Straight Talk” campaign now includes a stable of print options to complement the TV and radio spots. The print campaign offers a new opportunity for co-ops to add local flavor to the ads. In addition to five customizable, print-ready reference images, co-ops can also download images of the campaign’s spokesman and place them into background photography from their communities.
The print ads correspond with the messages presented in the TV spots and reinforce the
“looking out for you” theme, which was revealed as a key driver of member satisfaction and loyalty in the 2005 National Survey on the Cooperative Difference.
"One of the hallmarks of the ‘Straight Talk’ campaign has been the flexibility it offers co-ops for local customization,” said Jim Bausell, COO of Touchstone Energy Cooperatives. “That capability has now been extended to the print campaign. The use of local photography that members recognize will make the campaign even more effective in demonstrating that electric cooperatives look out for their members,” he said.
For more information on the “Straight Talk” print images, check them out online or contact Cynthia Henthorn at cynthia.henthorn@nreca.coop or at 703.905.5575.
"Straight Talk" TV Spots Win Top National Honors
Touchstone Energy’s new “Straight Talk” Campaign received high honors this month at the 2006 Silver Inkwell Awards ceremony, hosted annually by the Washington, D.C., chapter of the International Association of Business Communicators. The Silver Inkwell Awards recognize excellence and leadership in the field of business communications.
Hundreds of submissions were considered, and judges ultimately granted recognition to 50 entries. Of the 50 winning entries, 16 were given special recognition with an award of excellence, including all five of the “Straight Talk” TV spots.
Pictured at left are Touchstone Energy staff members Scott Bialick, Charlie Gloeckner, Erin Keogh and Marty Haught accepting the awards.
Co-op Connections Ropes In Another New Deal
Co-op Connections cardholders have another valuable national discount at their fingertips. Sheplers, the world’s largest retailer of western wear, now offers cardholders a 20 percent discount off all purchases made online, through the catalog or at any Shepler’s store location.
Sheplers has an extensive selection of cowboy boots, cowboy hats, mens’ and ladies' jeans, western shirts, western suits, western belts and buckles, western decor, as well as all other western clothing items. The store has locations in Arizona, Colorado, Florida, Kansas, Nevada, Oklahoma and Texas, as well as a complete selection of products online and in its catalog.
To take advantage of the 20 percent discount in any Sheplers store, cardholders should simply present their card. For information on how to access the discount online or through the catalog, go to the Co-op Connections Web site.
Web conference planned for Nov. 14
On Wednesday, Nov. 14, Touchstone Energy members can log on to a Co-op Connections Web Conference to hear about the many benefits to launching the card. Attendees will hear from co-op peers who have already established successful Co-op Connections programs and can help them identify strategies to roll out the program and get co-op boards, local businesses, employees and members excited about the card.
Date/Time: Wednesday, Nov. 14 2-3:30 p.m. EST
Speakers:
- Charlie Gloeckner, Senior Director of Business Development at Touchstone Energy Cooperatives
- Bob Dickey, Marketing Manager at Eastern Illini Electric Cooperative (IL)
- Mark Faulkenberry, C&I Marketing Manager at Western Farmers Electric Co-op (OK)
- Lynn Simmons, Manager of Communications at South Plains Electric Cooperative (TX)
Register Online at cooperative.com.
Questions? Contact Cynthia Henthorn at 703.907.5575 or Scott Bialick at 703.907.5627.
Home Energy Saver Offers Student-Teacher Lesson Plans
Touchstone Energy’s new online home energy audit, The Home Energy Saver, provides more than recommendations on how to manage home energy consumption. An entire section of the site is dedicated to teaching middle and high school students more about energy. The section, called Energized Learning, includes lessons applicable to college-level courses. It can be accessed by clicking on the “Students and Teachers” section on the Home Energy Saver site.
As students work through the lessons they will be exposed to the following concepts:
- How quality of life can be increased without increasing energy use — Students analyze the effects of energy efficient options for services, such as lighting and heating that provide for conveniences, comfort, and entertainment.
- Energy and the environment— Students compare the amount of carbon dioxide emitted to the atmosphere as a result of energy use choices in their homes.
- Achieving energy efficiency is an investment, not an expenditure — Students analyze the effect of energy efficient investments on their annual energy costs.
- Understanding and managing energy use — Students will learn that planning for an energy efficient future involves knowledge of science, mathematics, economics and social science.
Touchstone Energy co-ops can provide a customized version of the free Home Energy Saver by linking directly to it.
Hot-Air Balloon Hits Events in Ohio, New Mexico
The Touchstone Energy hot-air balloon team continues to maintain a busy schedule. The brand’s floating ambassador made recent appearances at the All Ohio Balloon Fest and the Albuquerque International Balloon Fiesta.
At the All Ohio Balloon Fest, held Aug. 18-19 near Marysville, Ohio, more than 3,000 people turned out to watch dozens of balloons launch. Many of those spectators were there as guests of Union Rural Electric Cooperative (Marysville), which was a sponsor of the event. The co-op distributed free tickets to all of its members.
For the third consecutive year, Continental Divide Electric Cooperative (Grant, N.M.) and Central New Mexico Cooperative (Moriarty) sponsored the Touchstone Energy hot-air balloon at the Albuquerque International Balloon Fiesta. Over the 10 days of the event, more than 900,000 people saw the Touchstone Energy balloon fly over the Rio Grande or past the Sandia Mountains.
“These events provide a great opportunity to showcase the balloon as a goodwill ambassador for the brand,” said Jim Coleman, president and CEO of Shelby Electric Cooperative (Shelbyville, Ill.) and a member of the Cooperative Balloon Associates. “The balloon is a fun and easy way to get the brand in front of the public,” he added.
To find out more about the Touchstone Energy balloon and how you can book it for an event in your state, check out the Web site at www.cbaballoon.com.
Call for Nominations: 2007 Distinguished Service Award
Nominations are being accepted for Touchstone Energy Cooperatives' highest honor, the Touchstone Energy Distinguished Service Award. The award is presented annually to individuals who have made outstanding contributions to the Touchstone Energy brand on a national level.
Nominations must be submitted to Marty Haught, Touchstone Energy director of communications and brand education, by Jan. 12, 2007. Up to two awards will be presented at the Touchstone Energy Annual Meeting in Las Vegas, Nev., which will be held in conjunction with the NRECA Annual Meeting March 20-22, 2007.
To request a nomination form and learn more about award criteria, please contact Marty Haught at marty.haught@nreca.coop or 703.907.5986.
Colorado Co-ops Boost Junior Livestock Auction
The Junior Livestock Auction is one of the most popular events at the Colorado State Fair. This year, San Isabel Electric Association (Pueblo West), Mountain View Electric Association (Limon) and Tri-State G & T (Denver) pooled their resources to sponsor the festivities.
The auction, which attracted area business leaders and Colorado Gov. Bill Owens, raised more the $285,000 for Colorado 4-H and Future Farmers of America students. Students entered steers, hogs, lambs and goats. A grand and reserve champion was selected in each category.
“We jumped at the sponsorship opportunity when it became available,” said Patsy Tompkins, communications assistant at Mountain View Electric. “The auction supports the future of the state’s agribusiness and offers incredibly valuable experience to these kids – many of whom come from families that are members of a Touchstone Energy cooperative.”
Pictured at left is William Wood, CEO of San Isabel Electric Association, addressing the crowd prior to the start of the auction.
Registration Open for NET2007
Online registration is now available for the eighth annual New & Emerging Technologies Conference (NET).
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NET2007 will be held Feb. 7-8 at the Double Tree Hotel near Universal Studios in Orlando, Fla. Pre-conference events will be held Feb. 5-6.
In addition to its traditional focus on key accounts and co-ops’ relationships with business customers, NET2007 will present sessions on residential building technologies and energy efficiency. The conference also offers discounted registration at the International Builders’ Show, the largest annual light construction show in the world, which will be held Feb. 9-10 in Orlando. The show features cutting-edge building products and services and attendees are encouraged to attend as part of their NET experience. Check out the NET2007 Web site for more conference details.
Maryland Co-op “Drives” Home the Brand
Choptank Electric Co-op (Denton, Md.) found a creative new use for a co-op minivan that was scheduled for
retirement. With the help of a special design company, the co-op “shrink-wrapped” the white minivan with the Choptank and Touchstone Energy logos and photography of co-op linemen in action. The van now makes appearances at parades, festival, fairs and school.
Pictured at left with the van is Bob Behlke, vice president of consumer affairs at Choptank.
Editor, Erin Keogh
erin.keogh@nreca.coop
703.907.5572