| Client: | Jo-Carroll Energy |
|---|---|
| Program: | Merger and acquisition communications |
Challenge
Jo-Carroll Energy, an Illinois-based, member-owned electric utility, signed an agreement to acquire territory from Wisconsin-based Alliant Energy in a transaction that nearly tripled its customer base and expanded its services offerings to include natural gas. The deal added urban areas and large commercial and industrial customers to the primarily rural territories already served by Jo-Carroll.
Prior to the acquisition, the cooperative had done little in the way of public relations. Goals included alerting the region to the change in provider, distancing Jo-Carroll Energy from a statewide electric rate crisis, and educating current and future employees and members as to how they would be affected.
Solution
Focus groups were conducted to understand perceptions and drive message development. Based on the findings of that research, the agency executed a integrated communication campaign that included media relations, direct mail, employee relations, and community outreach. Tactics included media tours, regular news releases, frequent CEO interviews with targeted media outlets, customized FAQ sheets for various audiences, public meetings with government agencies and community groups, commentaries in the cooperative’s newsletter, and welcome packets for all members.
Results
Fair and informed reporting followed the announcement of the transaction and its closing. Current and new members and employees were well oriented to the impact of the transaction. The program earned Sturges Word an award at the annual PRISM gala hosted by the Greater Kansas City Chapter of the Public Relations Society of America.
