When a measure to deregulate the electricity system in Nevada was proposed, Wells Rural Electric Co. knew it had to connect with its members. According to Brandon Pomrenke, assistant editor for Ruralite, “Wells Rural Electric Co. took it a step further and used its magazine, social media and other platforms to address its concern about the Energy Choice Initiative.”
WREC was just one of many businesses and organizations urging No on Question 3. Full-page testimonials were published from other organizations, such as AARP and the Nevada Mining Association. Clay Fitch, CEO of WREC, used the back page of the utility’s monthly Ruralite magazine to present its position and urge members to vote. Full pages emphasized the impact of the upcoming choice. Using the pages of Ruralite’s November issue was imperative to getting the message out. “It’s great to see our members making the most of their pages in Ruralite,” says Pomrenke.
Social Media Content
In addition to print, WREC promoted the campaign across its social media channels. Ruralite Services Graphic Designer Duy Mai used the existing WREC color palette for a bold look. “We went with quotes and statistics they felt would resonate with their readers,” says Mai. Cohesively designed graphics were posted on Facebook and Twitter, urging members to “protect the choices that really matter.”
WREC also reached members through another medium – video. Ruralite Services Assistant Editor Ethan Rocke produced a short informational video emphasizing the message used throughout the campaign. “With the stakes as high as they were this election season, Wells understood the value of leveraging video to amplify their message,” Rocke says. “Whether it’s TV, film or easily digestible web vignettes, video is one of the most powerful forms of communication.”
On November 6, the measure was defeated, with about 67 percent voting No. “Given the importance of the issue for our members and consumers statewide, we knew it was essential to find the right partner to help us communicate as effectively as possible,” says Garrett Hylton, director of member communications at WREC. “As always, Ruralite delivered in a big way.”
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