Integrated Communications Planning

Pedernales Electric Cooperative (PEC) leaders needed to reverse the effects of negative perceptions created when high-profile court cases hit the news. Internal morale was at an all-time low. The company was perceived as “antiquated, behind-the-times, even untrustworthy.” PR nightmares had overshadowed the story of PEC’s long history of responsibly serving customers. 

Refresh an Underperforming Brand & Message

Thought leadership and strategic partnership

As PEC’s strategic partner, Tocquigny crafted an awareness strategy based on these insights:

• PEC employees were concerned. The company, which was like family to them, had been the subject of litigation and negative media reports that attacked PEC’s core values and generated public mistrust. Employees were determined to set the record straight. Their passion and loyalty were a major force Tocquigny could tap to restore trust and confidence.

• An epidemic of misinformation generated online had confused and alienated stakeholders. The upside: Using social media, Tocquigny could correct perceptions without heavy mainstream media spending.

• PEC’s website was cumbersome and member usage was low, with costly results.

Breakthrough, engaging, and relevant creative

Tocquigny’s arsenal of creative weapons included:

• A creative strategy grounded in findings from primary research Tocquigny conducted.

• A new visual brand identity with templates and guidelines to ensure consistent cross-media communication and promotion.

• A revamped online presence and Conservation Blog, which gave members an additional voice through an active online forum.

• An updated and relevant set of brand messages that target all audiences.

Effective and efficient media planning and purchasing

Recommendations for the most efficient and effective vehicles to reach and motivate multiple audiences were based on measurable data, including frequency and cost-per-thousand (CPM) impressions.

Establish metrics and analyze results

Tocquigny’s measurement framework determines key performance indicators (KPIs) that tie back to PEC’s business goals and objectives. These include measuring user interaction and site satisfaction, brand perceptions and return on investment identified through operational cost savings. A monthly report reflects results, insights and recommendations for optimization.

Eighteen months after the campaign launch, 50 percent of the membership had registered online and 15 percent were paying bills online, which saves substantially on printing and postage costs and also helps prevent account lapses. Morale continues to climb at a record high rate.