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SCEC Logo update
8
Branding & Marketing
Sumner-Cowley Electric Cooperative
to meet the
Expectations & Interest of our Members
Intro
Who do you picture when think about cooperative members?
Member Demographics
A new generation of members
Not thinking about it (indifferent)
- 56% are under 45 years old
- 44% are 45 years or older
Topic
NRECA Research
Because of these changing demographics, NRECA, conducted national research with co-op members to find out their interest, values and expectations of the co-op.
It is important to note that many of the interests, values and expectations are consistent across all age groups.
The Question
So the question becomes:
How does Sumner-Cowley Electric prepare for and communicate with this new member demographic about an industry that is being transformed by technology and innovation.
INTERESTS of a Co-op member
1
INTERESTS
Research for NRECA revelations
Members value family and community involvement. Co-op members want a sense of belonging to something bigger than themselves. They want to be involved in the community and give back.
They are busy people and their time is valuable. they want the co-op- to meet them where they are and add value to their lives
Saving Money & Energy Efficiency
Sumner-Electric Cooperative needs to be an educational resource for members We need to remind them and teach them how to create energy efficiency in their homes
Youth & Education Programs
- Engaging younger members with safety training
- Youth Leadership & DC Camps
- Scholarship Opportunities
Innovative Technology
Traditional concerns like safety, power reliability and cost remain as important as ever, but the new generation of members are looking for more.
Electricity is a means to an end - members are looking for solutions that take advantage of the latest in technology and services to make their lives better.
Renewable Energy
New Generation of cooperative members are concerned about the environmental impact on their community.
- Reduce green house emissions
- Diversify energy supply
- Reduce dependence on imported fuels
Promote the fact 60% of the cooperative energy is produced with non greenhouse gas emissions from fossil fuels.
Mobile Optimized digital communication
- SOCIAL MEDIA
- Linked-In
- Website
- SUCOCOOP.COM
- SCEC.COOP
- SUCO.COOP
- Smarthub
- Flowcodes
What Members VALUE
2
What Co-Op Members Value
The Cooperative is a reflection of its members
Honesty
Members value local, community-focused aspects of co-ops. some members are not as interested in our history and want to know that the co-op is doing for them today and how it's preparing for the future.
- Authentic
- Convenient
Reliability
Keeping the lights on in members' homes and businesses
Getting the lights back on quickly when an outage happens
Offering programs and solutions to preserve system reliability
Responsiveness
Respond quickly and delivering solutions when members contact the co-op with concerns
Encouraging dialogue and responding to feedback
Communicating early and often about the status of service interruptions
Responding quickly and delivering solutions when members contact the co-op with concerns or challenges
Communicating early and often about the status of service interruptions
Encouraging dialogue and responding to feedback
Transparency
- Practicing good governance of co-op resources and policies
- Communicating openly with members about co-op business, especially when there is a big change or unplanned service interruption
HONESTY
- Provide current straight-forward information
- Engaging openly with members to help them resolve challenges or issues.
Convenience
Giving members easy-to-use payment options
Using social media to share important co-op news and information
Providing online tools to help members manage their energy use
3
Co-op members want options to:
Topic
Expectations
Co-op members want options to:
PAY THEIR BILLS
RECEIVE COMMUNICATIONS
MANAGE ENERGY USE
EXPECTATIONS
FIND INFORMATION
SAVE MONEY
ACCESS RENEWABLE ENERGY
Ways to Pay
Topic
- Smarthub
- Auto-Pay
- Pay in person
- Pay by Phone
- Budget Billing
- Drop Box
https://www.tcec.coop/payment-options
How members RECEIVE
Communication
Topic
Topic
Website should be our epicenter
Topic
Topic
Topic
Build
4
Build
a communication infrastructure to meet the interests, values and expectations of members
Social Media:
- Continuous feed of relevant information to engage members and increase followers
Website:
- Add value to the site / central hub
Smarthub:
Underutilized communication tool
- New Member/Onboarding Booklet
- Internal Communications
- Crisis Communications Procedure
Secondary to establishing effective lines of communication
Secondary
- Safety Education in schools
- All things Grant related
- Town Halls - EV Demonstrations
- Operation Round-Up
- "Keeping Current with Jordan"
https://www.freestate.coop/AskMatt_September2020
MARKETING is the story YOU tell about YOURSELF.
Your BRAND is the story OTHER people tell about YOU.
Branding vs
Marketing
You
Member
GAP
What you want to project
What they perceive
Re-establish brand identity
Who are we?
Sumner-Cowley Electric Cooperative
Sumner-Cowley Electric Coop., Inc
Sumner-Cowley
SUCO
SCEC
WWW.SUCOCOOP.COM
WWW.SCEC.COOP
WWW.SUCO.COOP
OUR Brand
What's in a name
So what makes a great logo? These are the basic truths for a long lasting identity.
- Unique
- Scalable to any size
- Simple
- Timeless
- Works well in monochrome or black and white
- Use just 2 to 3 colors
- Structurally sound - adaptable for all platforms from social media to signage
Proposed
Logo/Branding
LOGOS
Branding with your logo - tells your story
Branding
Examples
Signage
Branding your boils down to the visual and written way we communicate who we are and what we do. It’s a way to communicate the cause we work towards, and the approach we take towards this cause.
Non-Profit
PRICE TAG?
Topic
Offer rebates for energy efficient equipment
Member Engagement
Members value family and community involvement. Co-op members want a sense of belonging to something bigger than themselves. They want to be involved in the community and give back
https://www.freestate.coop/AskMatt_September2020
Support local charities
Youth Tour
Marketing our Cooperative
Deliver electricity generated from renewable sources
Marketing & Communicating with Members
Use technology send updates outages
Provide info:
Electronic vehicles
battery storage
Renewable energy
Mobile Access to bill pay tools
Consider updating url - simplify
https://www.sucocoop.com/
WEBSITE
https://www.freestate.coop/applyforservice
https://www.victoryelectric.net/open-account-and-connect-service
https://bluestemelectric.com/products
https://www.freestate.coop/rebates
https://tcec.coop/start-stop-or-transfer-service
https://tcec.coop/ways-save
https://www.facebook.com/oxfordksffa/
https://www.facebook.com/SumnerCowleyElectric/insights/?referrer=page_insights_tab_button
https://business.facebook.com/latest/insights/overview?asset_id=222858537784944&nav_ref=page_insights_overview_tab
SOCIAL MEDIA
- Always use a photo and link
- Don't be too vague, explain why that post is important/relevant
- Use 2-3 hashtags
- Tag businesses or groups
- Have a call to action
- Make it relatable
https://hootsuite.com/dashboard#/analytics/board?id=9274456
https://www.facebook.com/SumnerCowleyElectric
Smarthub
https://sucocoop.smarthub.coop/#VVNFUl9JRDp0anR1cmVrQGthbm9rbGEubmV0Og==
Kansas Country Living
Radio
Direct Mail
Smarthub
72 new subscribers
169 Auto pay