| Client: | Cloverland Electric Cooperative |
|---|---|
| Program: | Merger and acquisition communications and corporate rebranding |
Challenge
In 2009, Cloverland Electric Cooperative in Dafter, Mich., reached an agreement to acquire Edison Sault Electric Company in Sault Ste. Marie, Mich., from its parent company, Wisconsin Energy Corporation. The transaction required member approval, along with regulatory approval from the Michigan Public Service Commission (MPSC), Federal Energy Regulatory Commission and the USDA Rural Utilities Service. If/when the transaction was approved and successfully completed, the two companies would need to unite under a common brand.
Solution
Sturges Word worked with Cloverland Electric management to develop a proactive communication program that addressed all stakeholders. The program included media relations, member meetings, community outreach, direct mail, social media, key accounts meetings, paid media, government relations, website updates, employee communications, and regular updates in the monthly magazine published by the Michigan Electric Cooperative Association.
As the PR team worked to secure member approval, the design team was busy developing a new look for the merged utility. The cooperative boasts a rich history and enjoys strong brand equity, so the Cloverland name was retained. The logo, however, was dated, and received a makeover to reflect the combination of two great local companies. The new logo added a fourth leaf to symbolize the addition of Edison Sault. To honor to the old Edison Sault logo and its historic hydroelectric plant, a subtle wave was incorporated into the mark as well.
Results
In November 2009, the acquisition was overwhelmingly approved at a special member meeting, with 96 percent of votes in favor. As a result of proactive community outreach, the city of Sault Ste. Marie adopted a resolution that was sent to the MPSC formally endorsing the transaction. The MPSC fast-tracked approval, and the transaction closed in May 2010.
The day after the closing, a rebranding team that included SWC staff, Cloverland employees and local sign contractors, fanned out across the region to change logos on trucks, install new signs, and update websites so the community could clearly see the new Cloverland Electric.
