Southern Minnesota Energy Cooperative
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
BRAND STRATEGY • MARKETING STRATEGY • PUBLIC RELATIONS • WEBSITE
STRATEGIC PLANNING • MARKETING MATERIALS
