May 2007
Five Honored as 2007 Brand Champs
Connect 2007 Hits the Mark with Attendees
Customization Feature Now Available with Light Bulb Calculator
"Welcome Home" Seen by Millions During Memorial Day Run
Kentucky Motorcycle Charity Run Prepares for Eighth Annual Ride
National ACSI Score Again Tops Utility Average, Other Industries
Co-op Connections Offering Big Savings on New and Reprinted Cards
Spotlight on Excellence Recognizes Co-op Connections Card Programs
Gibson EMC Honors Lineworkers with Power & Hope Award
ACSI Web Conference Set for June 28
Date and Location Announced for NET2008
Share Your Brand-Building Success Stories
Five Honored as 2007 Brand Champs
Touchstone Energy Cooperatives awarded five Brand Champion Awards at the Connect 2007 conference in Miami. This honor recognizes dedicated employees in various job roles who have shown exceptional leadership, effectiveness, innovation and consistency while locally or regionally building the brand.
Aaron Ridenour, Manager of Marketing & Business Development, Soyland Power Cooperative, Jacksonville, Ill; Eileen Tuttle, Manager of Marketing & Communications, Union Rural Electric Cooperative, Marysville, Ohio; Ray Beavers, CEO, United Cooperatives Services, Cleburne, Texas; Claire Vigesaa, VP of Development and Energy Services for Cass County Electric Cooperative, Fargo, N.D.; and Michael Schaefer, CEO, Taylor EC, Medford, Wisc. (pictured right to left in photo), were all recognized for their individual achievements that together help drive the cooperative difference and build the Touchstone Energy brand.
Ridenour’s efforts were critical to the development of SitesAcrossAmerica.com, Touchstone Energy’s Web-based site selection clearinghouse, as well as to the hot-air balloon program. Tuttle’s efforts resulted in the co-op’s continuing sponsorship of the Town Square Community Portal, which gives citizens access to a variety of information. Tuttle has also been an active member of the Touchstone Energy Standards & Best Practices Committee.
Beavers implemented the American Customer Satisfaction Index (ACSI) as one of the nine performance objectives tied to an annual employee performance bonus at his co-op that has improved both member and employee satisfaction. Vigesaa listened when his ND community when they approached with “an idea” that seemed out of reach. He and mobilized support from other co-ops across the region to build the Touchstone Energy Playland, an enjoyable and educational energy experience in a large area mall.
Under Schaefer’s leadership, his small Wisconsin co-op has recruited more than 60 local merchants to participate in the Co-op Connections program, supporting both the community and the membership.
“Our 2007 Brand Champions personify our four core values, and truly ‘live the brand’ in their various roles at their co-ops. We depend on co-op employees such as these winners to build our brand at the grassroots level,” said Jim Bausell, COO of Touchstone Energy Cooperatives.
Connect 2007 Hits the Mark with Attendees
A high-quality lineup of keynote speakers, a diverse mix of 36 learning labs and unique networking
opportunities made for a successful and information-packed Connect 2007. Nearly 500 attendees gathered in Miami May 15-18 for the conference, which offered learning opportunities on everything from business etiquette to energy efficiency to effective customer service.
Touchstone Energy Cooperatives sponsored a general session on May 17, during which five co-op employees were honored with the 2007 Touchstone Energy Brand Champion Award (see story above) and keynote speaker Scott McKain earned a standing ovation for his presentation on “what customers really want.” McKain, an author, entrepreneur and broadcaster, recently authored a book by the same title. According to McKain, successful businesses should understand how to create and manage customer experiences that are so compelling that loyalty is assured. In addition to those compelling experiences, customers want reciprocal loyalty from the business, differentiation, coordination, innovation and a personal focus, said McKain.
Mauri Montgomery, communications manager at United Cooperative Services (Cleburne, Texas), attended the Connect conference for the first time this year and felt the event offered tanbible returns that will be applicable to his work.
Touchstone Energy Sessions, Brand Leadership Summit Highlight Brand Resources
“Any time a communicator can parlay a professional networking experience and some fun into a meaningful discussion of real events and issues that affect each of our individual communications and marketing efforts, it is a boon. From my perspective, both as a former newspaperman and as newcomer to the cooperative program, the 2007 Connect Conference had a lot to offer. I appreciated the scope and caliber of the various breakout sessions I attended. My only regret was that I couldn’t attend them all,” he said.
There was no shortage of Touchstone Energy information on the Connect agenda, as brand programs and initiatives were featured in six learning labs and a pre-conference Brand Leadership Summit. The learning labs focused on topics such as energy efficiency and site selection resources available through the brand, the Co-op Connections member benefit program, the 2006 Cooperative Difference research, and customizable advertising and communications materials.
The one-day Touchstone Energy Brand Leadership Summit attracted nearly 150 brand leaders. Attendees heard from keynote speakers Mitch Gooze´ and Don Neal, as well as a panel made up of Touchstone Energy national staff. Gooze´ spoke of the importance of exceptional customer service and effective co-branding, and how it can build loyal customers and a successful brand, while Neal addressed the essentials of managing customers' relationships with their brands. National staff answered questions on various brand resources and explained the strategic goals of the four Touchstone Energy advisory committees.
“The Touchstone Energy sessions at this year's Connect conference were outstanding, and provided many good ideas that could be taken home and implemented immediately,” said Shana Holsteen, director of communications at Kansas Electric Cooperatives. “In addition to the educational components, there was also time to network with other cooperative communications and marketing professionals. There is no other training opportunity that is so on target in meeting the needs of electric cooperative communicators in our changing industry,” she added.
Presentations from the Brand Leadership Summit and Connect 2007 conference will be posted next week at on the conference Web site.
Customization Feature Now Available with Light Bulb Calculator
Ability to Input Co-ops' Rates Provides More Accuarate Savings Calculation
Touchstone Energy’s newest energy efficiency resource, the Light Bulb Energy Saver, now includes a customization feature that allows co-ops to input their individual rates, allowing for a more accurate savings calculation. The Light Bulb Energy Saver is an interactive calculator that co-ops can link to their Web site, similar to the online Home Energy Saver. Co-op members can enter the number of light bulbs in their home, click “calculate”, and within seconds, animated bags of gold will appear representing the amount of savings from switching from standard incandescent light bulbs to compact fluorescent ones. The light bulb calculator is the first of a planned series of interactive energy efficiency applications that co-ops can link to their Web sites.
To download the neccesary files to customize the Light Bulb Energy Saver, click here. For more information on this resource, contact Kristine Jackson-DeJarnette at 703.907.5633, or Kristine.Jackson-DeJarnette@nreca.coop.
"Welcome Home" Seen by Millions During Memorial Day Run
YouTube.com views near 10,000
Welcome Home, Touchstone Energy’s special tribute to the men and women of America’s military serving overseas, aired on the History Channel during the station’s Band of Brothers marathon on Memorial Day. This run is part of a May 21-June 3 national media buy, during which the two-minute video will be aired on CNN, CNN Headline News, the Military Channel and History Channel. The tribute has also been viewed nearly 10,000 times through YouTube.com, the popular video-sharing Web site.
Introduced in March at Touchstone Energy’s 2007 Annual Meeting, Welcome Home delivers a message of
gratitude to the men and women of America's military, and their families, from the members of their Touchstone Energy cooperatives. The tribute is available as a two-minute video, perfect for co-op annual meetings and community events, and as a 60-second TV spot, perfect for use in local and regional media buys.
The story line in the video and 60-second spot comes to life through the recent homecoming of the 1st Marine Expeditionary Force from its one year tour of duty in Iraq. The spot captures the emotional reunions of the soldiers and their families at Camp Pendleton, California. No actors or actresses are employed in the video, which was shot in "real time" as the homecoming event occurred.
To view Welcome Home, click on the following YouTube link: http://www.youtube.com/watch?v=TbmwPyx7Wrs
Kentucky Motorcycle Charity Run Prepares for Eighth Annual Ride
Kentucky’s Touchstone Energy co-ops are gearing up for the ‘Kentucky Motorcycle Charity Run VIII,’ an annual tradition that benefits the WHAS Crusade for Children, which raises money for schools, agencies and hospitals to better the lives of special needs children. Over the past seven years, the ride, which has two different legs that finish at an Elizabethtown, Ky., high school, has raised more the $27,000 for the charity.
Founder Frank Owen Brockman, Safety & Loss Coordinator at Farmers RECC (Glasgow, Ky.) and a 2006 Touchstone Energy Brand Champion, is proud of the success of his event. “We have had more than 2500 registered riders and co-riders from 18 different states and have been through 35 towns in our journeys. Every electric co-op in the state has been involved. It’s a true demonstration of our commitment to community,” he said.
This year’s event takes place on August 25. For more information, contact Frank Owen Brockman at 270.651.2191 or fbrockman@farmersrecc.com.
National ACSI Score Again Tops Utility Average, Other Industries
Scores from the first quarter 2007 American Customer Satisfaction Index (ACSI) again place Touchstone Energy Cooperatives well ahead of the utility industry average. Touchstone Energy received a score of 80, while the industry score lagged behind at 73. Touchstone Energy receives a national aggregate score each quarter that consistently falls between 80 and 82.
In addition to topping the utility industry average, Touchstone Energy’s score also bested other industries, in some cases by significant margins. An article in the May 15 edition of USA Today announced that the airline industry score (63) had dropped below that of the IRS (65) for the first time. A breakdown of scores by individual airlines revealed that United Airlines fared the worst among the seven airlines mentioned in the survey, notching a score of just 56. Southwest Airlines led the pack with a score of 76.
Among other industries, wireless telephone service came in at 68, the U.S. Postal Service at 73, and the hotel industry at 71. Popular brands such as Nike (68) and McDonald’s (72) also lagged behind Touchstone Energy’s score.
To find out more about national ACSI scores by industry and brand, visit the ACSI Web site at www.theacsi.org. For information on how an individual cooperative can participate in ACSI and receive its own score, contact Erin Keogh at 703.907.5572 or erin.keogh@nreca.coop.
Co-op Connections Offering Big Savings on New and Reprinted Cards
Order Deadline is June 8
For co-ops that have been considering participation in the Co-op Connections member benefit program, the time couldn’t be better for signing on. Due to a high quantity of cards and key fobs scheduled to be produced, more than 4.7 million pieces, the cost of printing is at an all-time low. The total price per set (one card and two key fobs) will be approximately $.12.
The Co-op Connections member benefit program has a new feature – pharmacy discounts for co-op
members at more than 48,000 national and regional pharmacy chain stores, including Wal-Mart, CVS, Walgreens, Target and many more—thanks to a deal with New Benefits, a nationally recognized provider of noninsured health benefits.
As a result, current and future Co-op Connections cards and key fobs will need to include additional information to allow the attending pharmacist to process the discount and cardholders to take full advantage of this new national discount. Co-ops that already participate in the program and have distributed cards to their members now have the option to have their cards reprinted with the pharmacy discount information. To place an order for reprinted cards, updated with the new pharmacy discount information, submit the attached form by June 8.
To place an order for first-time cards, use the attached form and submit it by June 8.
Please note that separate forms are required for reprint orders and first-time orders. Both forms should be faxed to Dan Prijatel at 480.287.8871.
Both forms can also be found on the Touchstone Energy Web site, along with a press release announcing the new pharmacy discount. Note: Cards and key fobs must be ordered in increments of 2,500 pieces. (For example, 2500; 5,000; 7,500; 10,000, etc.).
For questions on the new pharmacy discount and card printing, contact Cynthia Henthorn at cynthia.henthorn@nreca.coop, 703.907.5575, or Scott Bialick at scott.bialick@nreca.coop, 703.907.5627.
Spotlight on Excellence Recognizes Co-op Connections Card Programs
Two Touchstone Energy Cooperatives, Crawford EC (Bourbon, Mo.) and Coastal EC (Midway, Ga.), were honored during the Connect 2007 Conference in Miami with Spotlight on Excellence Awards for their launches of the Co-op Connections Card. Both were recognized in Best Marketing Communication Program category.
Crawford’s campaign, led by Laura Hengstenberg, manager of administration & communications, received an Award of Excellence, the top honor. The planning for the member benefit card launch, designed to support three specific board strategy goals, was driven by co-op member-attitude research. With a variety of communication and marketing tools, employee training, business development, creativity, and board support, the Co-op Connections Card is continuing to measurably enhance the relationship of each member to the cooperative.
Anne Cordeiro, Coastal’s director of communications, championed her co-op's efforts, and was acknowledged by an Award of Merit. Developing their plan around a "Discover the Value of Membership" slogan, the card has successfully reached 32,000 members and their families and built new business relationships. CEO Whit Hollowell hosted a TV program to introduce the card, while Cordeiro produced other communication and marketing tools to educate businesses and employees. This June, reprinted cards will be available to all members with the new pharmacy discount through New Benefits, Inc.
Each year the Council of Rural Electric Communicators and NRECA use the Spotlight on Excellence program to recognize outstanding work produced by electric co-op communication and marketing professionals throughout the country.
Gibson EMC Honors Lineworkers with Power & Hope Award
Apprentice Lineworker Justin Weaver of Dyer, Tenn., and Line Crew Leader J.J. Whitwell of Trenton, Tenn., were recently awarded Gibson Electric Membership Corporation’s first Touchstone Energy Power & Hope award after they came to the rescue of a trapped co-worker.
“When a tornado buried Gibson EMC Underground Technician David Clark beneath the rubble of his Rutherford home, co-workers came to his rescue,” said Gibson EMC President and CEO Dan Rodamaker, who presented the awards at an employee training session.
Pictured above from left to right are Whitwell, Weaver, Rodamaker, and Clark.
“We are so grateful that David survived this terrible ordeal and that Justin and J.J. were able to help him on that fateful evening," said Rodamaker. "In appreciation for their heroic efforts, I was honored to present Justin and J.J.
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with the Power and Hope award. They are outstanding employees and great role models; it is fitting that they receive this recognition.”
Gibson EMC is a 35,000 member distribution co-op in Trenton, Tenn., and joined Touchstone Energy in late 2006. The Power & Hope Employee Recognition Program is designed for individual co-ops to recognize employees who go above and beyond to help fellow cooperatives, as well their own co-op, as challenges arise. While the award is national, the program is administered and honorees selected at the local co-op level.
ACSI Web Conference Set for June 28
Touchstone Energy will host a Web conference on Thursday, June 28, that will highlight the American Customer Satisfaction Index (ACSI) and explain how two CEOs from top-scoring co-ops use it to drive organizational performance and boost member satisfaction. By employing the ACSI as a strategic measure, they have successfully raised their member satisfaction scores and the efficiency and reliability of their operations.
This hour-long web conference will demonstrate how the national brand is helping co-ops not just communicate, but achieve, the co-op difference.
Date: Thursday, June 28th, 2007
Time: 1:00 p.m. Eastern (12:00 p.m. Central, 11:00 a.m. Mountain, 10:00 a.m. Pacific)
Speakers:
* Tim Sullivan, Director of C&I Business Development, Touchstone Energy Cooperatives
* Mark Vogt, CEO, Wright-Hennepin Co-op Electric Association (MN)
* Doug Johnson, CEO, Blue Ridge EMC (NC)
Cost: FREE for Touchstone Energy Members
Registration: Registration will be available soon on cooperative.com.
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 Nancy Runge at 703.907.5742 or at Nancy.Runge@nreca.coop. Content-related: please contact Tim Sullivan at 651.686.7477 or at Tim.Sullivan@nreca.coop.
Date and Location Announced for NET2008
Teaser here
Mark your calendars! Touchstone Energy Cooperatives’ ninth annual NET (New & Emerging Technologies) Conference will be held Jan. 29-31, 2008 at the Westin Resort on Hilton Head Island, S.C. A Key Accounts Summit will take place on Jan. 29, and pre-conference technical training will be held Jan. 28.
Stay tuned to the NET2008 Web site for more details, or contact Kathryn Momot at 703.907.5707 or kathryn.momot@nreca.coop, for more information.
Editor, Erin Keogh
erin.keogh@nreca.coop
703.907.5572