It was 15 years ago next month that the national brand for America’s electric cooperatives was officially launched — and Touchstone Energy Cooperatives have come a long way in that relatively short amount of time.
The hugely-popular Touchstone Energy balloon has made appearances all across the country, including this stop in Loveland, Colo., in May of 2011.
“It truly has been remarkable,” said Jim Bausell, chief operating officer. “Really, 15 years in the brand-building world is basically still in the infancy stage. Yet, when you look at how we’ve grown in that time, it’s almost mind boggling.”
In that short amount of time, the brand has grown to include 741 member co-ops in 46 states — including Tri-State, 43 of its member systems and the statewide associations in Colorado, Nebraska, New Mexico and Wyoming.
“While our membership has experienced steady growth of the years, so have the number of programs, products and services that we have developed for use by the co-ops to educate and communicate with their member-owners — as well as assist them in using electricity more wisely to save them money,” Bausell said.
Newly-appointed NRECA board president Curtis Nolan, who represents an Arizona electric co-op and its G&T, recently voiced his support of the national branding program. “I urge all co-ops to take advantage of this occasion and focus on what the brand has to offer in telling your story and helping your consumer-members learn about energy efficiency and keeping electric bills affordable,” Nolan said.
The Touchstone Energy draft horse hitch has been a part of the National Western Stock Show since the brand’s inception in 1998.
Tri-State serves as the regional representative for 43 of its member systems that are Touchstone Energy Cooperatives. As such, it coordinates regional advertising and sponsorship efforts, communications initiatives and educational opportunities — helping the co-ops to integrate and implement the brand’s core values and characteristics into their day-to-day activities.
Among the most successful regional partnerships that the G&T has coordinated over the years are the sponsorship of the Touchstone Energy draft horse hitch at the annual National Western Stock Show and Rodeo in Denver, as well as the involvement in the annual Country Cares radiothon on KYGO radio that supports the work at St. Jude Children’s Research Hospital.
A number of events are planned across the country throughout 2013 to mark and celebrate the 15th anniversary milestone. You can read more about the birth of the brand in the spring issue of Tri-State’s quarterly magazine, Network, which will be published in early April.
The National Western Stock Show is a 501(c)(3) charitable organization that provides college and graduate level scholarships in agriculture and medicine for practice in rural areas. Its mission also is to serve producers and consumers throughout the world by being the premier stock show, rodeo, horse show and center for year-round events.
Tri-State will consider an alternative route for a transmission project to increase electric system reliability in Colorado’s San Luis Valley.