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A Common Language for a Shared Cooperative Story
The Lexicon Project A Common Language for a Shared Cooperative Story Jeffrey Connor June 19, 2018
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Speaking the same language matters
when we all communicate about these issues CONSISTENTLY when we all communicate about these issues DIFFERENTLY maximizes the impact of our message amplifies our voice in national conversations builds on each other’s successes makes it easier for consumers everywhere to understand and engage. misses opportunities to educate and engage weakens our ability to speak as an industry Creates potential confusion June 19, 2018
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“It’s not what you say, it’s what they hear.”
Project goals what shared co-op story connects with consumers and explains our benefit? what words and phrases can we all use to bring it to life? “It’s not what you say, it’s what they hear.” June 19, 2018
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How we approached this challenge
collect language and ideas to test today through 8 interviews with NRECA stakeholders and co-op communicators develop a range of messages that capture the different words, approaches, and ideas we need to communicate test the messages using Instant Response dials in three 2-3-hour groups with co-op members, in MT, GA, + PA confirm and refine our findings through a nationwide survey with 500 co-op members strategize to build a clear and actionable language strategy for what language works, what doesn’t, and why June 19, 2018
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+ the co-op story June 19, 2018
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We’re starting from a position of strength
Consumers consistently say the word “utility” sounds old and expensive Lucky for us, the term “electric cooperative” has no such problems—and in fact has remarkably strong positive connotations for consumers Q. Based on the name alone, which would you most want to have deliver your electricity? Q. Who would you rather get your electricity from? June 19, 2018
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Rarely a reason not to say “cooperative”
These positive associations are especially strong for customer service and cost With all the work that “cooperative” does for us, there’s never a reason to say “utility”— or any other term for what we are—unless we absolutely have to Q. Which of the following sounds like it would be the _____? “I have purchased power from a co-op and corporation…the co-op customer service is incomparable.” - Billings, MT “Co-ops are part of the community. They give back by sponsoring sports teams, and hosting holiday toy drives.” - LaGrange, GA June 19, 2018
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Today, we’re telling many different stories
Internal stakeholders focused on four key co-op advantages “So much value of co-ops is in how they’re locally owned and locally governed.” – member co-op communicator “We are not-for-profit, and that’s absolutely core to who we are.” “One big advantage is in how we’re member-driven, and they have a say.” – NRECA communicator “It comes down to our history of making the ethical decision.” democracy nonprofit heritage community June 19, 2018
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Democracy isn’t consistent with experience
Many consumers do know they can vote for their leadership if they want to, and they certainly don’t think of democracy as a bad thing But this isn’t something most take advantage of today And even if they do, they don’t feel like it translates into meaningful control you say they hear “our leadership is democratically elected by the members” “you have a voice” “It’s just not that important to me to use my voice.” - Billings, MT “The only time everyone has a voice is when something’s not working.” Billings, MT “Electing local leaders is important… look at our government officials. If they lived in our communities they couldn’t act the way they do.” Online Group, PA June 19, 2018
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Not-for-profit does not feel credible
Internally, we are proud of our nonprofit status—but consumers react to it with skepticism Members believe someone, somewhere is making money off of them you say they hear “not-for-profit” “members are the only shareholders co-ops answer to” “at-cost electric service to their member-owners” “Sounds nice, but CEOs are getting paid, higher-ups are getting paid.’” - Billings, MT “I just don't believe that you can have a company that is ‘not-for-profit.’” - LaGrange, GA June 19, 2018
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Heritage doesn’t benefit consumers today
Members ultimately only care about things that have a direct impact on them They appreciate our heritage, but it doesn’t carry much power because it doesn’t translate into a meaningful benefit for them you say they hear “As recently as the 1930s, the countryside of the United States had no electric power.” “We turned the lights on.” “The history is a part of the story, but maybe not the most important part.” - LaGrange, GA “I don’t care about the history and they are taking credit for those things that are far reaching.” Billings, MT “It doesn’t say anything to me about my co-op today.” Online Group, PA June 19, 2018
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Community breaks through
Members felt most strongly that co-ops are local, community-focused organizations To them, we are better equipped to do our job because we know, care about, and understand our communities “I like that it comes back to local people.” - Billings, MT “Those in the community are in the same boat as you. When my power goes out so does theirs.” - Online Group, PA “They’re in our community and they’re our neighbors.” - Billings, MT June 19, 2018
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A story consumers care about
Our story is strongest when everything ladders up to… community …and our language is consistent with their experience is credible has a compelling consumer benefit June 19, 2018
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Community messages can tell our story
Not only is a community story a great story to tell—but we have a unique way to tell it We can reframe the other three key messages to reinforce and drive it home democracy nonprofit heritage led by consumers like you belong to the communities we serve built by the communities we serve what makes us GREAT is what makes us part of the COMMUNITY is June 19, 2018
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What bringing that story to life looks like
- use less language like and more language like + democracy you have a voice member-driven town hall meetings elections control leaders are members and consumers just like you listen to the community understand the community nonprofit not-for-profit capital credits belong to the community we serve share excess revenue back with the people we serve heritage turned the lights on 75 years electrified built by the communities we serve no two are exactly alike every co-op is shaped over time by the community it serves, each with specific needs June 19, 2018
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Consumers don’t feel like “owners”
The words “owner” and “member-owner” overstate the way members feel today They think of themselves as consumers first, and terms like “member” or “consumer” are more credible because they meet them halfway Q. How would you describe your relationship with your co-op? you say they hear instead say member-owner owner “I don’t see myself as an owner… I’m just a customer who pays their bill every month” Billings, MT Consumer-member Consumer Member June 19, 2018
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Spell out ownership for maximum value
Similarly, using industry jargon like “consumer-owned” or “member-owned” actually dampens the value of what has the potential to be a powerful concept Spell out plainly that you “belong to the people you serve” to increase the impact Q. I would most want to get my electricity from a company that... Q. Which of the following facts about your electric cooperative makes you feel most confident that it will act in your best interest? It belongs to the consumers it serves The leadership is democratically elected by consumers like you It’s a not-for-profit organization “Co-ops aren’t overcharging like other companies because it is their small-town mindset. - Online Group, PA June 19, 2018
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Touchstone research June 19, 2018
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Co-op storytelling essentials
we are electric cooperatives community-focused organizations who work to efficiently deliver affordable, reliable, and safe energy to our consumer-members. co-op advantage we are led by consumers like you who understand and listen to the community. we belong to the communities we serve so any excess revenue is shared back with the members. we were built by the communities we serve so each cooperative is different depending on its community’s specific needs. and across the country, local cooperatives work together to develop new technologies and infrastructure, learn from each other, and keep the grid secure. June 19, 2018
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electrification + infrastructure
Applying the Lexicon The larger body of work shows how to use these principles to talk about a broad range of frequent communication topics We have tested and recommended language for… co-op 101 cost conversations electrification + infrastructure the co-op advantage renewables cybersecurity June 19, 2018
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