How Tri-State Generation and Transmission’s massive marketing blitz heightened awareness and cemented partnerships

Power companies often operate under the radar, quietly providing and maintaining the electricity that sustains our lives and livelihoods. 

Tri-State Generation and Transmission, a not-for-profit power supply cooperative of 46 members that delivers electricity to more than a million consumers across the West, wanted to learn how it was perceived and how it might better communicate with its target audiences. So, Tri-State’s creative team launched its “Brighter, Stronger, Better Together” marketing campaign.

With goals of generating 50 million impressions and boosting website traffic by 100%–not to mention including distinct, location-specific branding for scores of its co-op members—the campaign began with a thorough, four-phases analysis including:

1. An audit of media mentions occurring over the last three months.
2. A competitive analysis designed to analyze how other utilities are positioned.
3. Research examining its current share of voice.
4. A measurement of social media sentiment scores.

Flush with fresh data-fueled direction, Tri-State went on to create more than 350 print ads, 120 versions of broadcast commercials for television and the web, more than 40 radio spots, and 39 custom, location-specific landing pages for 39 of its co-op members. The 12-week campaign also included editorials, earned media coverage, community outreach events and sponsorships.

In addition to successfully collaborating with more than 90% of its members, Tri-State soared past its goal for impressions in digital, broadcast, radio, print and on social media. Social media engagement rose by 61%, positive sentiment shot up by 25% and negative sentiment dropped by more than 300%. Tri-State also reports that the company has doubled the amount of events it co-brands with co-op members.