Southern Minnesota Energy Cooperative 2018-06-26T16:44:03+00:00

Project Description

STRATEGIC PLANNING • PUBLIC RELATIONS •  BRAND STRATEGY • MARKETING MATERIALS • WEBSITE

Challenge

When 12 rural electric distribution cooperatives serving Minnesota decided it was in the best interest of its combined 120,000 members and employees to purchase electric service territory from Alliant Energy, it formed the Southern Minnesota Energy Cooperative (SMEC) as the single point of contact for the proposed purchase to streamline communications and comply with regularity laws.

Each cooperative had to explain why the transaction was in members’ best interests – especially regarding rates.

Solution

To ensure member communications were successful, Sturges Word was engaged to coordinate the communications by conducting research of other multi-party transactions, validating regulatory processes, planning marketing by audiences and working to reach the agreed upon objective to effectively communicate to 120,000 members/employees. Implementation Tactics:

  • Employee and board meetings were held addressing messaging, talking points, leave behinds and more.
  • SMEC logo, letterhead, transaction territory map, public information website, newsletter content, direct mail, community presentations were designed.
  • News release, media outreach and interview coordination was executed throughout the pending transaction.

Results

Vote Passed

The one cooperative requiring a bylaw change passed it with 95 percent in favor

More than 100

newspaper, radio and television accurate stories reported in the five overlapping media markets

Transaction approval

announcement completed on time and budgets

SW Client - SMEC BRAND STRATEGY
SW Client - Energy Cooperative Marketing Communications - resulting in streamline communications
SW Client - Energy Cooperative WEBSITE
SW Client - Energy Cooperative WEBSITE

Related Work

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