It’s no secret that the cooperative business model is unique. Rural electric cooperatives are member-owned and democratically governed by the members they serve. In early 2019, NIPCO members gathered to discuss ways that co-ops could tell their story that was personal and relevant to their members and would educate the general public’s perception of what makes an electric cooperative unique. It was from this meeting that the advertising campaign, “Powering Communities, Improving Lives” was hatched.
Member distribution co-ops wished to promote and educate members about the cooperative principles of innovation, commitment to community, and the cooperative business model. NIPCO members feel it is important to connect, engage and build lasting relationships with member-owners in a modern and interactive way in order to elevate communities and uplift future generations. When the member-owner understands their relationship with their cooperative, they have stronger member identities and increased satisfaction levels.
NIPCO Communications Specialist Rachel Rogers facilitated the campaign centered around the development of four, custom-produced, fifteen-second videos for each of NIPCO’s six distribution cooperatives. Videos feature employees, directors, and member-owners sharing localized messages proclaiming examples of their co-op’s efforts to support innovation, commitment to community, accountability, and member-owned cooperative principles.
“Our ‘Powering Communities, Improving Lives’ campaign is a great way for our distribution cooperatives to engage with their member-owners, as well as educate the public about the cooperative difference. This is a great way to visually demonstrate how each co-op upholds those cooperative values.” -Rachel Rogers, NIPCO Communications Specialist
Co-branded with each cooperative’s logo and Touchstone Energy®, “Powering Communities, Improving Lives” features the capstone video series and a series of photos taken during video production for each member. Additional creative was developed that can be used on social media, in cooperative newsletters and bill stuffers, and on websites. The videos, themselves, will also be integrated into digital, pre-roll video that NIPCO purchases on behalf of co-op members. Below is just one example of a member video, highlighting the importance of being member-owned.
Woodbury County REC showcases its commitment to their members in their video, below. This video is just one example of the videos produced for NIPCO's Touchstone Energy branded rural electric cooperatives.