Electric Co-op Today

LAS VEGAS—Late summer will bring a brand new multi-media, energy-efficiency campaign from Touchstone Energy®.

Jim Bausell, Touchstone Energy COO, said the campaign will kick off with an Aug. 27 ceremony in St. Louis.

Touchstone Energy COO Jim Bausell said a new multi-media campaign will launch late this summer. (Photo By: Michael W. Kahn)

“We will be launching a new revolutionary energy-efficiency campaign that really encompasses all of our communication disciplines,” Bausell said.

Along with traditional aspects including TV, radio and print ads, he promised “a huge interactive component” that will “inspire the members to take action.” One key aspect will be the Touchstone Energy Web TV portal that Bausell said will be stocked with downloadable videos on “any subject on energy efficiency.”

After what he described as a “very competitive battle” among more than 50 advertising firms, Touchstone Energy hired the St. Louis-based Hoffman/Lewis Creative Agency to handle the campaign. Agency president Mark Schaeffer, who counts Toyota and McDonald’s among his clients, said there would be “a strategic difference in how we communicate” to consumer-members.

“It’s not just about feeling good,” Schaeffer said, “but it’s taking it to that next step where we’re challenging every member to change the way they consume energy so that they can save money. And that’s a huge challenge.”

The campaign launch will also be televised live online, free of charge, and Bausell pro­mised that Touchstone Energy member co-ops watching via computer won’t miss out.

“We intend on the morning of Aug. 27 for every TV spot, radio spot, print ad, posters, counter cards, Web applications, print banners—everything—to be available to you for download.”

Tags: Co-op News, CONNECT, Efficiency and Conservation, Energy Efficiency, Touchstone Energy