Electric Co-op Today

To promote Touchstone Energy’s® Co-op Connections Card, an Alabama electric cooperative is taking to the tube.

One of the featured businesses in a Pioneer Electric Cooperative TV ad spotlighting the Co-op Connections Card. (Photo By: Pioneer EC)

Pioneer Electric Cooperative created two TV ads to show its more than 13,000 members the benefits of using their cards. (See related video).

“We really wanted to highlight the program,” said Angela Green, communications specialist at the Greenville-based co-op.

After considering different ideas, Pioneer Electric decided the ads should feature some of the more than five dozen local firms participating in the Connections Card program. Being a small community, Green said, few local businesses can afford TV time, “so for them it’s a pretty big deal.”

Pioneer Electric has two 30-second ads featuring appearances from five local business owners talking about the discounts they offer to cardholders.

“I think a lot of them get that hometown celebrity feel,” Green joked. And she knows, having anchored the local news on WAKA-TV, the CBS affiliate where the spots run. Green appears on camera at the beginning of each ad urging, “Pioneer Electric members, listen up!” Her voice is also heard at the end.

Pioneer decided to spotlight businesses offering services members would use frequently, including a bakery, a hair salon and an auto repair shop. But they made an exception for the manufactured home company offering a $2,000 Connections Card discount.

“To me, that was huge to be able to hear her say $2,000,” Green said.

Members have also been making good use of the card’s pharmacy discount. “We’re in an area of Alabama where a lot of our members do not have health insurance,” Green said. “So every aspect of this card is working for our members.”

The co-op periodically hears from businesses that admit to being surprised that people are using their card. Green, however, isn’t surprised.

“Our members,” she said, “are looking for any way to get a financial break.”

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Tags: Business and Finance, Co-op Connections Card, Co-op News, Touchstone Energy