| Client: | Tri-County Electric Cooperative |
|---|---|
| Program: | Merger and acquisition communications |
Challenge
Tri-County Electric Cooperative, a member-owned electric utility in Oklahoma, reached an agreement to acquire territory from Minnesota-based Xcel Energy. The acquisition would double its customer base and change the co-op from serving a primarily rural area in one state to a nearly even mix of rural and urban areas with a number of large commercial accounts in three states. With already high customer satisfaction scores, the goal of the communications plan was to preserve those impressions, alert the region to the change, welcome new employees and keep current employees up to date, and assuage any concerns.
Solution
The agency executed an integrated communication campaign that included media relations, advertising, direct mail, employee relations, community outreach, and a redesigned website. Tactics included media tours, regular news releases, frequent CEO interviews with print and broadcast outlets, customized FAQ sheets for various audiences, public meetings with government agencies and community groups, celebrations for employees and community leaders following the close of the transaction, a redesigned newsletter with regular commentaries about important energy issues, and dual-language 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. Community leaders praised the cooperative for its proactive community outreach and communication. The program was honored with a PRISM award from Greater Kansas City Chapter of the Public Relations Society of America and an Award of Excellence from the National Rural Electric Cooperative Association’s annual Spotlight on Excellence program.
