COMMUNICATING IN A COMPLEX WORLDThe New Rules for Being

Heard in a Mult i -P latform,Mult i -Generat ional Era

Wait, what is Pioneer?

• Leading provider of communication and marketing services to public utilities

• Magazines• Social media support• Web hosting and development … and more

• A cooperative, owned by public power• Other, non-communications interests

• Efficiency Services Group• General Pacific• NewsData, LLC

With an increasingly diverse consumer base and a rapidly changing industry, we must boost focus on communication

Key #1

• 76 strategic planning facilitations; No. 1 strategic concern emerged as: External communications and marketing plans

• Leaders are realizing the need to help members understand the value of public power utilities and what they bring to the community

• Increasing complexity of the industry ecosystem

• Changing generational mix

How do we know?

“... more Co-ops are elevating the role of the communicator to a seniorstaff position …”

“I would encourage (communicators) who feel that they don’t have a seat at the table to schedule some time to speak with their manager.” – Jennifer Meason, Cotton Electric Cooperative, OK

Consumers have choices now, “(the) hope is that the consumer recognizes there is a trusted partner: their electric co-op.” – Jim Matheson

“Communications is a skill we have to have.” – Curtis Wynn

Our leaders tell us so! (at CONNECT ‘19)

Focus strategies on being consumers’ trusted energy services provider andpartner

Key #2

Driving home the cooperative/public power message

Constantly reminding consumers that your utility is the place to get objective, factual information

Knowing the issues important to your customers;listen to what they’re telling you, even if it might not make immediate financial sense

This means…

It can look like…

A multi-platform or “omni-channel” approach is no longer optional

Key #3

Modern marketing isomni-channel

• Boomers are still very influential, and are moved by traditional forms of communication

• Millennials are taking over, but slowly• Not digital natives, but are influenced by social media

• Alphabet generations are digital natives, and they drive the social world

• Digital offers a real opportunity to differentiate• Allows inexpensive testing/adjustment

Modern marketing isomni-channel (continued)

• Millennials (born between 1981 and 2000)• A quarter of the population, 77 million• Characteristics:

• Value authenticity• Look for causes• Don’t trust advertising• Wield $1.3 trillion in annual buying power• Touch their smartphones 45x/day

Modern marketing isomni-channel (takeaways)

What this means for marketing communications:• Educate – don’t sell• Give away more than you think you should• Focus on customer pain points and NOT on your brand• Long-term campaigns build trust• Consider outside help … it’s affordable

What social “flavors” are important?

Facebook 57%YouTube 42%Pinterest 21%Instagram 11%LinkedIn 7%Twitter 3%* Used in past month

Modern marketing isomni-channel (Example)

A simple thing leads to big results for a small cooperativeMEC Video

• 1.6 million views• 1,700 comments• 26,472 shares

Modern marketing isomni-channel (Example)

Hurricane Irma and Suwannee Valley EC• 1,101 new page followers• 309 Facebook conversations with members

via messaging • 36 posts (4 videos)• 637,662 impressions • 350,085 individuals reached

Invest in your ancient website even if nobody is complaining

Key #4

Would it be OK for your utility’s landscaping to look like this?

Overton Power Website(before)

Overton Power Website(after)

Elmhurst Mutual P&L (before)

Elmhurst Mutual P&L (after)

Lakeview L&P (before)

Lakeview L&P (after)

Big Bend (before)

Big Bend (after)

Hood River Electric Cooperative

Even in a “digital world”print remains ferociously strong

Key #5

Print is here to stay• Close to 2/3 of respondents to recent TSE Cooperative Difference

Research prefer co-op communications in print• About 1/3 prefer digital (growing)• Remainder: Want both• It is not one or the other, it is “yes”

Ruralite’s 2018 Readership Survey

Ruralite magazine readers read the publication voraciously and had a very strong preference for the printed magazine as their preferred format for receiving utility information

Print is here to stay• Almost all readers find information relevant (96.5%), informative

(94.3%), and inspiring (86.2%)• Almost all readers thought content was modern/engaging (84.8%) and

offered new perspectives (90.1%) • The majority of readers across all magazines want print format (89.5%)• 81.9% of Ruralite their magazine as the go-to place for information

about their utility• Half of readers spend more than 30 minutes with the average edition

Print is here to stay• 94.3% - Energy efficiency tips• 92.3% - Local interest• 92.1% - Home improvement/safety• 86.7% - News from Utility• 85.3% - perspectives on energy issues• 85.0% - Calendar of Events• 84.1% - Outdoors coverage• 83.8% - Recipes/food articles

Print is here to stay

You need to invest in communication, but it costs a fraction of what it costs to run your utility

Key #6

What are challenges for WRECA members?

• Avg. Google rating: 2.96; with avg. of 14 reviews• Instragram is No. 2 on social media. How many are there?• Web aesthetic: 6 = F; 1 = D 9 (half) • Half don’t have Facebook ratings• Facebook followers: Average 1,192 but one util. has 7,900, others - 635 • Only 9 have any Twitter followers• Total LinkedIn followers for WRECA members: 714

Any Questions?

LET’S STAY IN TOUCH.

MICHAEL SHEPARDCEO, Pioneer Utility Resources

(503) 718-3725

michaels@ruralite.org

@cougshep

THANK YOU!