November 2006
New Print Ads Thank Co-op Members for ‘High Marks’
Barnes&Noble.com Booked as Latest Co-op Connections Deal
NET2007 to Bring Top-Notch Speakers, Expertise to Orlando
Connect 2007 Features High-Caliber Branding Experts
Texas Co-op Gains a New Brand Champion
Kootenai Electric Joins Touchstone Energy
Regional Representatives Elect New Chair
Web Conference to Discuss Ethanol Industry Trends
Call for Nominations: 2007 Distinguished Service Award
Customizable Print Ad Helps Promote Online Audit to Co-op Members
Share Your Brand-Building Success Stories
New Print Ads Thank Co-op Members for ‘High Marks’
Thanks for the High Marks. That’s the eye-catching headline in one of a series of customizable print ads available to Touchstone Energy co-ops who have received a score from the American Customer Satisfaction Index (ACSI). The ads are intended to help co-ops promote a high ACSI score while thanking their members for delivering the score and pledging to continue to provide superior service.
The ads emphasize cooperatives’ unique relationships with their members and allow co-ops to insert their name and ACSI score into the text of the ad, which compares that score to the utility industry average.
“Our new ACSI print campaign keeps the focus squarely on a co-op’s members, but also provides a great avenue for the co-op to announce its ACSI score and express gratitude to its members for delivering that score,” said Jim Bausell, COO of Touchstone Energy Cooperatives. “It’s another effective way for co-ops to distinguish themselves from the rest of the utility industry,” he added.
Touchstone Energy has offered ACSI scoring to all members as part of their national investment fee since 2002. In addition to providing this service on a co-op by co-op basis, Touchstone Energy receives a quarterly national score based on a survey of a random sampling of co-ops. Recent results give Touchstone Energy co-ops, in aggregate, a score of 81 out of a possible 100. This score places Touchstone Energy at the top of the electric utility industry and confirms that co-ops provide unmatched customer service.
Four reference ads will be available online in the coming weeks. One of the ads, along with guidelines for local customization, is available immediately.
For more information, contact Erin Keogh at 703.907.5572 or erin.keogh@nreca.coop.
Barnes&Noble.com Booked as Latest Co-op Connections Deal
Special 'Double Discount' available Until Dec. 15
Just in time for holiday shopping, the Co-op Connections member benefit card has added Barnes&Noble.com to its list of 35 national discount deals.
Barnes&Noble.com will offer an additional 5 percent off their already discounted pricing to Co-op Connections participants who order from an online bookstore specially customized for the program. The deal also includes free shipping on any order $25 or more. Shopping Barnes&Noble.com is a quick and easy way to choose from a wide selection of books, music, DVDs, games and toys.
To kick off the new partnership, Barnes&Noble.com will offer a special double discount at the Co-op Connections online bookstore. When cardholders shop from Dec. 1 to midnight on Dec. 15, they’ll save 10 percent off their entire order, along with free shipping on an order $25 or more.
Logos and Commitments due Jan. 26 for First Quarter Print Run
The growing tally of national discount deals makes this a perfect time to join the 88 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 first print run of 2007, register by Jan. 26 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.
NET2007 to Bring Top-Notch Speakers, Expertise to Orlando
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The eighth annual New & Emerging Technologies (NET) Conference has something for everyone. NET2007 will feature a unique blend of information related to both commercial/industrial and residential energy management and efficiency. The conference will be held Feb. 7-8, 2007, at the Double Tree Hotel in Orlando, Florida. Pre-conference events take place Feb. 5-6.
Attendees will hear about the latest technology trends from speakers like Peter Diamandis, chairman and CEO of the X PRIZE Foundation. Diamandis’ foundation fosters innovation in space travel, medicine, energy, education and other arenas by sponsoring prestigious global competitions to achieve defined goals. Speakers representing NASA, the Pacific Northwest Laboratory and Disney/EPCOT will also share their insights into cutting-edge technologies in the electric utility industry.
After NET2007 wraps up, conference attendees are encouraged to head to the Orlando Convention Center to take in the International Home Builders Expo, slated for Feb. 9-10. The event showcases the latest building products and services the industry has to offer. NET2007 attendees will receive discounted registration at the event.
To get more program details and to register online, visit the NET2007 Web site or contact Kathryn Momot at 703.907.5702 or kathryn.momot@nreca.coop.
Connect 2007 Features High-Caliber Branding Experts
Excitement is building for Connect 2007, which will take place May 15-18, 2007, at the Miami Hyatt Regency in
Miami, Fla. Connect 2007 promises to offer big learning opportunities and a chance to network with hundreds of co-op communicators, member services and marketing professionals.
Touchstone Energy will once again sponsor a pre-conference Brand Leadership Summit and an entire conference track that will help attendees maximize brand resources and develop new strategies for building member loyalty and satisfaction. Building on enthusiasm for the brand, attendees will hear from speakers with impressive experience in branding and marketing.
Scott Davis will speak during a general session at the conference. Scott is a senior partner at Prophet, a consulting firm that specializes in helping clients effectively marry their brand, marketing, and business strategies. Scott has shared his brand and marketing strategy with clients such as GE, The Carlson Companies, Johnson and Johnson, Boeing, Payless ShoeSource, and Allstate. Scott has authored two highly acclaimed books on branding and is frequently cited in publications such as The Wall Street Journal, USA Today and BusinessWeek. He’s also an editorial writer for Point, an Advertising Age publication.
Richard Costello will address the Touchstone Energy Brand Leadership Summit on May 15. Richard worked for 22 years as the “brand guru” for GE and led the development and implementation of the long running “We Bring Good Things to Life” advertising campaign. He was part of the business team that transformed the culture of GE from a sleepy bureaucracy to a lean, aggressive growth machine. During his career Richard provided marketing counsel to every GE business, including light bulbs, jet engines, plastics and appliances, NBC, financial services and medical systems. This has given him an extraordinary diversity of business and marketing experience.
For more information on Connect 2007, visit the conference Web site. Online registration opens in January 2007.
Texas Co-op Gains a New Brand Champion
The Touchstone Energy staff recently said farewell to Marty Haught, director of communications and brand education. Marty served on the national staff for more than four years. Happily, Marty will remain within the cooperative network and continue to champion the Touchstone Energy brand as vice president of communications at United Cooperative Services (Cleburne, Texas). He assumes his new role Dec. 4.
Congratulations, Marty!
Get Charged! Kits On Sale
Effective now through Jan. 31, 2007, discounted pricing will be applied to all Get Charged! kits and 10-pack student activity book orders.
The comprehensive Discovery Channel School Get Charged! kits are filled with high-quality educational materials that help teachers educate students about electricity and fulfill a requirement of the National Science Education Standards. The kits also provide a great opportunity for Touchstone Energy cooperatives to boost their connection to schools and parents and highlight their commitment to community. To date, more than 6,000 kits have been distributed in classrooms (grades 5-9) nationwide.
Now through Jan. 31, 2007:
- Get Charged! Kits are available at $10 apiece, shipping and customization fees included
- Additional 10-Pack Student Activity Books are available at $20 per pack, shipping and customization fees included
All orders can be placed online.
For more information, please contact Scott Bialick at scott.bialick@nreca.coop or 703.907.5627.
Kootenai Electric Joins Touchstone Energy
Touchstone Energy welcomed its 635th member cooperative this month, Kootenai Electric Co-op (Hayden, Idaho). With the addition of Kootenai, Idaho became the 46th state served by Touchstone Energy cooperatives.
Kootenai is anxious to take advantage of the many resources available through the Touchstone Energy brand to continue educating its members about the cooperative difference.
“We see so much value in the tools that are available to us as a Touchstone Energy cooperative,” said Larry Bryant, marketing manager at Kootenai. “We’re constantly trying to make sure that our members see themselves as just that- members. Utilizing these new resources will help us further that goal and more effectively communicate the cooperative difference,” he said.
Regional Representatives Elect New Chair
The Touchstone Energy Regional Representatives recently elected a new chair, Scott Parsley. Scott is assistant general manager, member services at East River Electric Power (Madison, SD). Scott previously served on the Touchstone Energy board of directors and received the national Touchstone Energy Distinguished Service Award in 2005.
Special thanks to Floyd Robb, who ably has led the Regional Representatives since the brand's inception. Floyd will continue his service as a member of the Touchstone Energy board of directors.
Web Conference to Discuss Ethanol Industry Trends
Over the past several years, the ethanol industry has expanded quickly. Electric cooperatives now serve a majority of more than 100 ethanol plants in most Midwestern states. With national interest in ethanol continuing to grow, commercial development opportunities exist for co-ops nationwide.
Learn more about ethanol’s challenges and opportunities in a free Web conference Tuesday, December 5, 2006 from 1:00 p.m. to 2:00 p.m. EDT.
Leading experts in the ethanol industry will discuss:
- Growth Trends in the Ethanol Industry – The American Coalition for Ethanol
- Ethanol Plant Siting Requirements – CSX Transportation
- Plant Design & Service Requirements – Broin Companies
- Integrated Biofuels Center – Sunflower Electric Power Corporation
- Ethanol “Tool Kit” – NRECA C&I Business Development
Scott Parsley of East River Electric Power (Madison, S.D.) will moderate.
Register now to be part of this interactive dialogue with leading experts in the ethanol industry and hear about new opportunities for electric cooperatives.
Questions:
Contact: Kris Jackson at kristine.jackson@nreca.coop or 703.907.5633
or Jerry Bingold at jerry.bingold@nreca.coop or 281.360.9116
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 Erin Keogh, Touchstone Energy communications and PR advisor, 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 Erin Keogh at erin.keogh@nreca.coop or 703.907.5572.
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 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.
Branding Snapshot
Touchstone Energy Balloon Lights Up Illinois Festival
The Touchstone Energy hot-air balloon makes dozens of appearances nationwide throughout the year and is one of the brand’s most visible ambassadors. Pictured at left, the balloon glows alongside other participants in the Galena Halloween Balloon Festival in Galena, Ill. The balloon to its right belongs to Dave Champion, president and CEO of Eastern Illini Electric Cooperative.
Editor, Erin Keogh
erin.keogh@nreca.coop
703.907.5572