Harnessing the Energy of Membership with a Marketing Action Plan
Project at a Glance
In one of our longest client relationships, we help OPALCO engage their membership in ongoing conversations about power on the San Juan islands — conversations which have lasting impacts on their way of life.
Orcas Power and Light Co-op
Type of Project
Marketing Action Plan
Like all good member cooperatives, OPALCO has a diverse—and at times vocal—membership base. We sought to improve member communication, address confusion about organizational changes and the critical need to reduce energy consumption.
A new website provided both education and practical member tools:
A connection to online bill pay, outage alerts and access to energy rebates. We now hold quarterly strategic meetings to map out priority initiatives for each year and clear next steps to implement each campaign.
The number of members paying bills online increased; outage alerts via the website and a twitter feed are highly utilized; email signups continue to grow with an above industry average open and click-through rate, and a growing social media following has helped solidify OPALCO’s role in the larger community.
Quarterly Planning Sessions
Our quarterly planning sessions with OPALCO help identify and prioritize the strategies to support overarching goals. We collaborate to create a roadmap for campaigns such as their email marketing initiative.
PixelSpoke developed a series of four welcome autoresponder emails that were sent to new subscribers over the course of four weeks. The idea was to keep new members engaged and excited about joining by delivering a series of digestible benefit-oriented emails. The results were fantastic, based on above industry average open and click through rates.
If the power goes out, sometimes the only means of communication is via cell phone. We designed an optimized mobile version of the OPALCO website in order to bring the critical information to members on the go, or in times of an outage.
An award-winning 75th anniversary microsite celebrating the history of OPALCO through an interactive calendar and storytelling helped deepen the sense of community and identity among members.
How can OPALCO best serve their members? Answering this question in a meaningful way led us to designing an online member survey that will measure member satisfaction and inform future communication efforts.
Working with PixelSpoke was an ideal experience. Not only did they get the project done on time and on budget, but the process was creative, rich and personal – they exceeded our expectations in every way.
— Suzanne Olson, OPALCO Marketing & Communications Director