The Lexicon Project

Jeffrey Connor The Lexicon Project A Common Language for a Shared Cooperative Story

Speaking the same language matters

“It’s not what you say, it’s what they hear.” Project goals what sharedco-opstory connects with consumers and explains our benefit?what words and phrases can we all use to bring it to life?

How we approached this challenge develop a range of messages that capture the different words, approaches, and ideas we need to communicate test the messages using Instant Response dialsin three 2-3-hour groups with co-op members, in MT, GA, + PA confirmand refine our findings through a nationwide survey with 500 co-op members strategizeto build a clear and actionable language strategy for what language works, what doesn’t, and why collectlanguage and ideas to test today through 8 interviews with NRECA stakeholders and co-op communicators

+ the co-op story

We’re starting from a position of strength • Consumers consistently say the word “utility” sounds old and expensive • Lucky for us, the term “electric cooperative” has no such problems—and in fact has remarkably strong positive connotations for consumers Q.Based on the name alone, which would you most want to have deliver your electricity? Q.Who would you rather get your electricity from?

Rarely a reason not to say “cooperative” • These positive associations are especially strong for customer service and cost • With all the work that “cooperative” does for us, there’s never a reason to say “utility”—or any other term for what we are—unless we absolutely have to Q. Which of the following sounds like it would be the _____? “I have purchased power from a co-op and corporation…the co-op customer service is incomparable.” - Billings, MT “Co-ops are part of the community. They give back by sponsoring sports teams, and hosting holiday toy drives.” - LaGrange, GA

Today, we’re telling many different stories • Internal stakeholders focused on four key co-op advantages “One big advantage is in how we’re member-driven, and they have a say.” – NRECA communicator democracy nonprofit “We are not-for-profit, and that’s absolutely core to who we are.” – member co-op communicator heritage “It comes down to our history of making the ethical decision.” – member co-op communicator community “So much value of co-ops is in how they’re locally owned and locally governed.” – member co-op communicator

Democracy isn’t consistent with experience • Many consumers do know they can vote for their leadership if they want to, and they certainly don’t think of democracy as a bad thing • But this isn’t something most take advantage of today • And even if they do, they don’t feel like it translates into meaningful control

Not-for-profit does not feel credible • Internally, we are proud of our nonprofit status—but consumers react to it with skepticism • Members believe someone, somewhere is making money off of them

Heritage doesn’t benefit consumers today • Members ultimately only care about things that have a direct impact on them • They appreciate our heritage, but it doesn’t carry much power because it doesn’t translate into a meaningful benefitforthem

Community breaks through • Members felt most strongly that co-ops are local, community-focused organizations • To them, we are better equipped to do our job because we know, care about, and understandour communities “I like that it comes back to local people.” - Billings, MT “Those in the community are in the same boat as you. When my power goes out so does theirs.” - Online Group, PA “They’re in our community and they’re our neighbors.” - Billings, MT

A story consumers care about • Our story is strongest when everything ladders up to… community …and our language • is consistent with their experience • is credible • has a compelling consumerbenefit

Community messages can tell our story • Not only is a community story a great story to tell—butwe have a unique way to tell it • We can reframe the other three key messagesto reinforce and drive it home what makes us GREAT is what makes us part of the COMMUNITY is democracy led by consumers like you nonprofit belong to the communities we serve heritage built by the communities we serve

What bringing that story to life looks like

Consumers don’t feel like “owners” • The words “owner” and “member-owner” overstate the way members feel today • They think of themselves as consumers first, and terms like “member” or “consumer” are more credible because they meet them halfway Q.How would you describe your relationship with your co-op?

Spell out ownership for maximum value • Similarly, using industry jargon like “consumer-owned” or “member-owned” actually dampens the value of what has the potential to be a powerful concept • Spell out plainly that you “belong to the people you serve” to increase the impact Q.Which of the following facts about your electric cooperative makes you feel most confident that it will act in your best interest? Q.I would most want to get my electricity from a company that... It belongs to the consumers it serves The leadership is democratically elected by consumers like you It’s a not-for-profit organization “Co-ops aren’t overcharging like other companies because it is their small-town mindset. - Online Group, PA

Touchstone research

Co-op storytelling essentials co-op 101 we are electric cooperatives community-focusedorganizations who work to efficiently deliver affordable, reliable, and safe energy to our consumer-members. we belong to the communities we serveso any excess revenue is shared back with the members. co-op advantage we are led by consumers like youwho understand and listen to the community. we werebuilt by the communities we serveso each cooperative is different depending on its community’s specific needs. and across the country, local cooperatives work together to developnew technologies and infrastructure, learn from each other, and keep the grid secure.

Applying the Lexicon • The larger body of work shows how to use these principlesto talk about a broad range of frequent communication topics • We have tested and recommended languagefor…

The Lexicon Project