In response to legislative and regulatory initiatives that are changing the landscape of the electric utility industry, cooperatives launched Touchstone Energy® -- a branding initiative -- to join forces with other cooperatives to build customer loyalty and to attract new consumers as conditions permit.
Touchstone Energy is a national alliance of local, consumer-owned
electric cooperatives providing high standards of service
to customers large and small. More than 600 Touchstone Energy
cooperatives in 46 states are delivering energy and energy
solutions to more than 22 million customers every day. Touchstone
Energy cooperatives serve their members with integrity, accountability,
innovation and a longstanding commitment to communities. HWE
is proud to be a Touchstone Energy® Cooperative!
FAQ
ABOUT TOUCHSTONE ENERGY:
1. Is Touchstone
Energy a new company?
No, Touchstone Energy is not a new company nor is it a power
company. Created in 1998, it's an alliance of consumer-owned
electric cooperatives that are dedicated to providing consumers
reliable, high-quality service at competitive prices.
2. I already
get my service from my HWE. Did Touchstone Energy change my
service?
No. HWE still serves you and your local community with the
most dependable, trustworthy service that you have come to
rely on. HWE's participation as a Touchstone Energy cooperative
means that HWE is associated with a nationwide network of
other electric co-ops that are dedicated to bringing added
value and benefit to all consumers.
3. Will
this ever change Hancock-Wood Electric Cooperative's name?
No, our name remains our major identifier. As part of the
Touchstone
Energy program, we are identified in advertising, and in other
materials
as "A Touchstone Energy Cooperative." We have simply
added the new logo to cooperative materials.
4. Why did
electric co-ops do this?
The electric utility market is undergoing many changes on
the state and federal levels. In light of these changes, we
joined forces with other co-ops, through Touchstone Energy,
in order to position ourselves as the power providers of choice.
5. What
is the real difference between Touchstone Energy cooperatives
and other energy providers?
For business and residential customers alike, only Touchstone
Energy cooperatives can offer the advantages of a strong,
local presence, plus the expertise and resources of a nationwide
network of electric utility services. Touchstone Energy cooperatives
operate according to the cooperative principles.
6. What
is the meaning of the name 'Touchstone Energy'?
A 'touchstone' is a measure of quality and value. Touchstone
Energy was selected as the most effective name for communicating
the unique characteristics that convey the special nature
of cooperatives. These include: strength and responsiveness
through a local presence; a genuine commitment to the communities
they serve; a human relationship orientation; innovation and
state-of-the-art technology, and high-quality service with
a true focus on customers.
7. Why the
name "Touchstone Energy"?
Touchstone Energy was one of several names considered. Names
were tested in focus groups of co-op members across the country.
Based on the research results, it was selected as the most
effective name for communicating our brand identity. In ancient
times, a touchstone was used to test for the purity of gold.
Today, it is a standard or a measure by which all others may
be compared. Touchstone Energy Cooperatives will provide customer
service that will set industry standards.
8. Why is
Touchstone Energy important to business and residential customers?
Touchstone Energy cooperatives have made a commitment to provide
reliable, customer-focused service to all customers, large
and small. Touchstone Energy cooperatives have started innovative
programs to better serve their customers -- things like online
energy audits, consolidated billing, energy management services
and energy efficient home programs.
HWE'S
INVOLVEMENT IN TOUCHSTONE ENERGY INCLUDES:
- Implementing the Touchstone Energy logo on all letterhead,
business cards, community ads and sponsorship ads.
- Building a local advertising campaign in Co-op Power News
around the tagline “(Blank) is part of your electric co-op.”
as used in the national Touchstone Energy ad campaign.
- Co-branding and offering education about Touchstone Energy
during special events, particularly fairs and year-round
member bus day-trips.
- Co-branding the Touchstone Energy name on employee uniforms,
hats, promotional items, Web site and phone on-hold message
system.
- Bringing the Touchstone Energy 20' cold air display balloon
to the HWE Annual Meeting and other events.
- Distributing the Discovery Channel Get Charged! education
kits.
- Conducting employee customer service training to better
serve members in the unique and distinct Touchstone Energy
spirit.
- Working with our statewide office in Columbus to conduct
telephone surveys with members concerning advertising awareness
research for Touchstone Energy.
- Distributing Touchstone Energy Extra!, a four-page newspaper,
to employees, who are so vital to growing member loyalty
and building the brand.
- Working with our statewide office in Columbus to place
Touchstone Energy ads on TV and billboards in northwest
Ohio.
- Placing a Touchstone Energy poster and counter card in
the HWE lobby to make the brand and its core values more
visible.
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