DETAILED SCHEDULE
TUESDAY, MAY 12
8:00 a.m. – 7:00 p.m.
Registration Open
9:00 a.m. – 2:30 p.m.
Wright-Hennepin Community Solar Tour
Touchstone Energy® Cooperatives Fee: $25*
Find out how Wright-Hennepin Electric Cooperative demonstrates its role as a trusted energy
partner by offering solar power to its members. Hear from co-op staff about pricing,
communications and marketing. Plan to gather at 9:00 a.m. in the Marriott hotel lobby for a
9:30 a.m. hotel departure. Lunch is provided.
*If you have already registered for CONNECT and would like to add this tour, send an email to
accountsreceivable@nreca.coop. They can invoice you for the amount.
Pre-Conference Workshops:
9:00 a.m. – 12:00 p.m.
InDesign: Covering the Basics (SOLD OUT)
Are you responsible for creating documents such as ads, flyers, forms, brochures or
newsletters? This hands-on workshop will cover everything you need to know to get started
with InDesign. No need to bring your laptop, one will be provided for you so you can complete
instructor-led exercises and practice. This workshop is geared toward beginners who want to
learn about setting up an InDesign document, working with Master Pages, the primary ways of
inputting and flowing text, threading text frames, working with frames, manipulating content
within those frames, getting graphics and photos into a layout and transforming them to work
within your design, wrapping text around objects, fine-tuning your text using kerning, tracking
and leading, dropping caps, creating color swatches and applying those color choices.
Participants will receive a copy of InDesign Adobe Classroom in a Book. This workshop can be
taken alone or in conjunction with the afternoon workshop: InDesign: Honing Your Skills.
Mark Lehr, Adobe Certified InDesign Instructor, Easel Solutions, St. Paul, MN
9:00 a.m. – 12:00 p.m.
Jumpstart Your Co-op Web Builder Design Fee: $75
Feeling overwhelmed and not sure where to start when building your new website? Then
spend a few hours with the Co-op Web Builder support team and we’ll walk you through our
easy-to-use, 10-step wizard. From building pages to creating web forms to connecting with the
member engagement tools that Touchstone Energy provides, the Co-op Web Builder support
team will guide you through your website build out. This session is for new Co-op Web Builder
users only and requires attendees to bring their laptops.
Sean Walker and Jason McGrade, Touchstone Energy Co-op Web Builder Support Team, Touchstone
Energy Cooperatives, Arlington, VA
9:00 a.m. – 4:00 p.m.
Cell Phone Photography Fee: $525 (CCC/CKAE: $425)
The cell phone is no longer a toy or novelty; it is a very real tool that makes it possible to create
some amazing images, comparable to 35mm SLR. This workshop will teach attendees how to
capture professional-looking photos with your smart phone. Award-winning photographer,
photojournalist, and professor Dave La Belle created a cell phone photography class for Kent
State University in 2012 that has been replicated at universities across the country. He will
cover the basics of smart phone photography, available apps, privacy issues and ethics. Dave
will then lead the group on a photo shoot around Minneapolis. In the afternoon there will be a
review and critique of the photos from the morning shoot. This workshop is intended for all
skill levels from novices to professionals. Bring your fully charged smart phone and
comfortable walking shoes.
Dave LaBelle, Director, Photojournalism Program, Kent State University, Kent, OH
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9:00 a.m. – 4:00 p.m.
Presentation & Storytelling Skills with Famed Second City (SOLD OUT)
The same group that launched the careers of countless comedians, including Bill Murray, Tina
Fey, Stephen Colbert, Amy Poehler and Steve Carrell also provides training to countless regular
people like us! Second City uses a fun approach that provides real world skills and perspectives
to help you become an outstanding presenter, whether you are dealing one-on-one with a coop member or your GM, or presenting to groups of people. This workshop is taught in a fun,
engaging style based around the fundamentals of improvisation and basic theatrical skills that
can augment the delivery of presentations as well as enhance your confidence as a presenter.
You will practice new ways to listen more effectively to colleagues and members, handle
hostile audiences, present via phone, use powerful improv tools to create positive and
productive conversations, recognize how your communication can be perceived by others, and
practice communicating with others quickly to complete a project. Learn the art of storytelling
and the collaboration process through highly interactive exercises that provide experiential
approaches to real-world scenarios. You will leave this workshop with tools and experiences
that will better help you tell your co-op’s story, make presentations and communicate with
your members with confidence.
Mark Sutton, Artistic Director of Training and Development, Second City Works, Chicago, IL
Rebecca Sohn, Facilitator, Second City Works, Chicago, IL
9:00 a.m. – 4:00 p.m.
Jumpstart Your Media Strategy or Re-Energize the One You Have Fee: $250
The vocabulary around media buying keeps expanding: from DRTV to social media to digital to
addressable – there are many options for your cooperative media dollars. How do you know
what’s best for your cooperative? Learn more about the new language of media strategy and
media buying. We’ll share how technology is increasingly important to delivering creative
ideas and what metrics and tradeoffs will help assess the right channel mix for successful
member engagement through advertising. Finally, we’ll get you started with some informal
planning tips and exercises, so you can get back to your cooperative with a plan in mind for
your media next steps. Assembly Inc. is the highly regarded media strategy and buying agency
for Touchstone Energy Cooperatives, AMC, and Expedia. Join the Assembly team and
Touchstone Energy staff members to learn about the integration of digital capabilities,
development of data analytics and ways to spell success for your cooperative.
Alec Cohen, Director of Programmatic Media, Assembly Inc., New York, NY
Emil Panzarino, SVP, Director of Programmatic and Search Marketing, Assembly Inc., New York, NY
Joanna Ruttner, Associate Director, Performance Marketing, Assembly Inc., New York, NY
Josh Mandell, Digital Supervisor, Assembly Inc., New York, NY
1:00 p.m. – 4:00 p.m.
InDesign: Honing Your Skills (SOLD OUT)
This intermediate level workshop will help you expand your production and layout skills with
advanced tips and tricks. No need to bring your laptop, one will be provided for you so you can
complete instructor-led exercises and practice. This session is geared toward people with
intermediate experience with InDesign, or who have taken the InDesign: Covering the Basics
workshop offered in the morning. Some of the topics to be covered include: working with the
Links panel, creating and applying styles, and utilizing InDesign’s Pre-flight function to help you
track down errors in your document before outputting. You’ll learn all about PDF output and
packaging as well as is creating running footers and working with layers. Participants will
receive a copy of InDesign Adobe Classroom in a Book. This workshop can be taken alone or in
conjunction with the morning InDesign: Covering the Basics workshop.
Mark Lehr, Adobe Certified InDesign Instructor, Easel Solutions, St. Paul, MN
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1:00 p.m. – 4:00 p.m.
Jumpstart Your Co-op Connections Card Program Fee: $75
Co-op Connections is a proven program that successfully connects cooperatives with their
member owners. So what are the best ways to promote “The One Card That Does it All” to
your members? Keeping Co-op Connections top of mind for your members starts with a great
marketing plan, a little organization and a consistent stream of messaging. Co-op
communicators who have launched successful programs will be taking you through all the tips
and tricks to get your membership charged up about saving money. Whether your co-op is just
launching the card, you are a new program manager, or you’re just looking to spruce up your
card offerings, this is the ideal workshop for you.
Scott Bialick, Sr. Business Development Specialist, Touchstone Energy Cooperatives, Arlington, VA
Lynn Simmons, CCC, Manager of Communications, South Plains Electric Cooperative, Lubbock, TX
Carrie Law, Director of Communications and Government Relations, Sioux Valley Energy, Colman, SD
Susan Hilmoe, Marketing Specialist, Sioux Valley Energy, Colman, SD
Marti Powles, Chief Operating Officer, New Benefits, Dallas, TX
4:15 p.m. – 5:00 p.m.
Newcomer’s Orientation
Are you a first-time attendee? Join Melissa Newcomer and other CONNECT advisory group
members for a fun, informal session designed to help you make the most out of your CONNECT
experience. You’ll have the opportunity to make some fast friends before you head into the
Spotlight on Excellence Celebration & Welcome Reception that kicks off the conference.
5:00 p.m. – 7:00 p.m.
Spotlight on Excellence Celebration & Welcome Reception
New this year! We’ve combined the Welcome Reception with our Spotlight on Excellence
Celebration to start the conference off with a bang! Come mix and mingle with your old friends
and make new ones. Raise a glass to the 2015 Spotlight on Excellence Awards winners, and
enjoy the paparazzi! You definitely don’t want to miss this!
WEDNESDAY, MAY 13
7:30 a.m. – 5:00 p.m.
7:30 a.m. – 8:30 a.m.
7:30 a.m. – 5:00 p.m.
8:30 a.m. – 10:00 a.m.
Registration Open
Continental Breakfast
Spotlight on Excellence Awards Hub Open
Opening General Session
Welcome Remarks
Jo Ann Emerson, CEO, NRECA
Mel Coleman, CEO, North Arkansas Electric Cooperative and President, NRECA
Darrick Moe, President and CEO, Minnesota Rural Electric Association
Presentation of the Edgar F. Chesnutt Award for Best Total Communication Program
Keynote: Mark Sutton and Rebecca Sohn, Second City Works, Chicago, IL
10:00 a.m. – 10:15 a.m.
Refreshment Break
10:15 a.m. – 11:15 a.m.
Learning Labs
The Power and Ethics of Smartphone Photography
With the absence of editors and filters, "citizen journalists" can post anything, and they do. In
just seconds, images can do a tremendous amount of good or harm. Join award-winning
photojournalist Dave LaBelle as he explores the ethics, landscape and dangers of smartphone
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photography. Along the way, Dave will share valuable tech tips such as ISO control, shooting in
HDR, video and other apps that help with editing, captioning, and more. He will also talk about
ways you can protect your privacy.
Dave LaBelle, Director, Photojournalism Program, Kent State University, Kent, OH
Spotlight Snapchats Part One: Winners' Insight in an Instant
(This is the first of two different sessions. Winning categories featured are: Best Feature &
News Story, Internal News Pub, Annual Reports, Individual Ad & Photos, Event, Use of Digital &
Social Media, and Best Total Communication. In addition, a Spotlight Entry Strategy block will
help you decide what to enter and increase your chances of winning.)
Spotlight Snapchats is a new, fast-paced, power learning experience where attendees speed
through a series of self-selected stations hosted by 2015 Spotlight winners. Participants meet
with multiple winners to explore their successful winning.
Facilitator: Mike Wilson, CCC, Manager of Communication and Community Relations,
Eastern Illini Electric Cooperative, Paxton, IL
It’s Electric! Lineman’s Lingo and How That Stuff Works Together
Volts, amps, watts, kV, kW, kWh – it’s an alphabet soup of technical terms and acronyms! Get
an introduction to basic electrical concepts to help you improve internal and external
communication skills.
Al Haman, PE, CEO, Star Energy Services, Alexandria, MN
One Size Does Not Fit All: Adapting to a Changing Membership
Changing member demographics are leading co-ops to rethink their outreach strategies and
tactics. In some cases, this means starting from scratch! Explore how co-ops are designing and
implementing communication and outreach plans to engage diverse populations.
Chellie Phillips, CCC, Director of Marketing, Member Services and Communications, South Alabama
Electric Cooperative, Troy, AL
Luis Reyes, Communications Coordinator, Magic Valley Electric Cooperative, Mercedes, TX
Moderator: Vince Rodriguez, Director, Member Meetings and Conferences, NRECA, Arlington, VA
Presenting with Power and Passion
Learn how the improv skills of The Second City can make you a more confident and connected
presenter. This fast paced hour of learning will give you skills to help you deliver your message
– whether it is a formal presentation or the “elevator speech” you need to have handy – so it
grabs attention and packs a punch.
Rebecca Sohn, Facilitator, Second City Works, Chicago, IL
Mark Sutton, Artistic Director of Training and Development, Second City Works, Chicago, IL
The World Of Digital Advertising: Engaging. Essential. Efficient.
Touchstone Energy® Cooperatives
Digital is where it’s at. How do we get there? Join this innovative session on the basics of
digital advertising. Learn how to effectively place advertising and maximize your marketing
dollars to reach your target audience.
Alec Cohen, Director of Programmatic Media, Assembly Inc., New York, NY
11:30 a.m. – 12:30 p.m.
Learning Labs
Repeat: The Power and Ethics of Smartphone Photography
With the absence of editors and filters, "citizen journalists" can post anything, and they do. In
just seconds, images can do a tremendous amount of good or harm. Join award-winning
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photojournalist Dave LaBelle as he explores the ethics, landscape and dangers of smartphone
photography. Along the way, Dave will share valuable tech tips such as ISO control, shooting in
HDR, video and other apps that help with editing, captioning, and more. He will also talk about
ways you can protect your privacy.
Dave LaBelle, Director, Photojournalism Program, Kent State University, Kent, OH
Spotlight Snapchats Part Two: Winners' Insight in an Instant
(This is the second of two different sessions. Winning categories featured are: Best Column,
External News Pub, Video, Wild Card, Graphic Design, Use of Digital & Social Media and Best
Total Communication. In addition, a Spotlight Entry Strategy block will help you decide what to
enter and increase your chances of winning.)
Spotlight Snapchats is a new, fast-paced, power learning experience where attendees speed
through a series of self-selected stations hosted by 2015 Spotlight winners.
Facilitator: Mike Birkeland, Director of Member Services & Community, Lake Country Power,
Kettle River, MN
Jammin’ with Jimmy: Commandeer Your Co-op Career
Jimmy Autry will provide secrets to becoming an indispensable communicator, marketing or
member services employee. From a career spanning more than 35 years, Jimmy will share
concrete examples that will help you ascend to the largest role you can play at your
cooperative. This session will focus on actions that will amaze your boss – with and without the
technologies we have come to love.
Jimmy Autry, CCC, Sr. Vice President of Member & Community Relations, Flint Energies, Reynolds, GA
Podcasts are Back! Better! Easy! Cheap!
If you’ve listened to public radio, you’ll recognize the voice of Alex Blumberg. With almost 20
years as a renowned storyteller and producer of shows like This American Life and Planet
Money, he is now building his own podcasting empire by changing the way passionate
audiences consume audio. Alex will share information on producing powerful podcasts with
tips on interviewing, story structure, editing and writing.
Alex Blumberg, Founder and CEO, Gimlet Media, New York, NY
Jessica O’Neal, Director, Digital Strategy, NRECA, Arlington, VA
Repeat: Presenting with Power and Passion
Learn how the improv skills of The Second City can make you a more confident and connected
presenter. This fast paced hour of learning will give you skills to help you deliver your message
– whether it is a formal presentation or the “elevator speech” you need to have handy – so it
grabs attention and packs a punch.
Rebecca Sohn, Facilitator, Second City Works, Chicago, IL
Mark Sutton, Artistic Director of Training and Development, Second City Works, Chicago, IL
Branding With the Stars: Make National Strategies Local
Touchstone Energy Cooperatives
Learn about an effective national brand strategy where local co-op brand managers share what
works – and what doesn’t.
Moderator: Mary Ann Cristiano, Director, Marketing, Advertising & Digital Strategy, Touchstone Energy
Cooperatives, Arlington, VA
H&L Partners:
Tyler Martin, Vice President/Director Client Services, St. Louis Partner
Blake Padberg, Account Director
CONNECT ’15 | Updated: May 7, 2015
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Cass County Electric Cooperative, Inc., Fargo, ND:
Marshal Albright, CEM, Vice President Member & Energy Service
4-County Electric Power Association, Columbus, MS:
Bradley Barr, CCC, Communication Coordinator
12:30 p.m. – 2:00 p.m.
Lunch on Own
2:00 p.m. – 3:15 p.m.
Co-op Case Studies
Sponsored sessions where vendors team up with co-ops to share their stories about successful
collaboration. Each session is 30 minutes.
2:00 – 2:30 p.m.
The New Way Surge Protection Really Works
Ralph Waldo Emerson said that if you build a better mousetrap the world will beat a path to
your door, and a better mousetrap is just what Surge HELP® (Home Electronics Loss Protection)
has been for a growing number of electric co-ops. Faced with increasing claims denial, expiring
warranties and the ongoing inventory and labor expense of a meter based surge protection
program, a number of co-ops have discovered a way to eliminate all of these issues while
expanding coverage and protection for their members. Learn why co-ops such as Jackson EMC,
Coast Electric and more have converted their existing surge protection programs to Surge
HELP®. Also hear the latest on the success and expansion of NOVEC’s home warranty
programs, first revealed at CONNECT ‘14.
Clay Outlaw, Vice President, PSP Products
Russell Hinton, Manager, Marketing & Business Development, Dominion Retail, Inc., Richmond, VA
Promoting Engagement Tools to Your Members
NISC’s SmartHub mobile and web app has enhanced the connection between electric
cooperatives and their members. Linda King from Northwestern RECA will discuss how
implementing this mobile solution has helped not only their consumers, but increased the
efficiency at the cooperative.
Linda King, Vice President, Corporate Services, Northwestern RECA, Inc., Cambridge Springs, PA
Manage Risk, Save Lives & Look Great
Crawford Electric gets rave reviews from members for their outstanding safety programming.
Learn how they save time, money and lives using Safe Electricity videos, social media graphics
and other outreach tools. See how compelling personal stories, images and messages create
safer consumers, and protect your co-op’s bottom line.
Kyla Kruse, Communications Director, Energy Education Council – Safe Electricity
Erin Hollinshead, Assistant Director, Energy Education Council – Safe Electricity
Genifer Cape, Community Relations Representative, Crawford Electric Cooperative, Bourbon, MO
The Future of Electric Water Heating
Learn how Great River Energy’s Gary Connett and Vaughn Thermal Corporation’s Steven Koep
have worked together as co-chairs of the PLMA GIWH Interest Group to raise awareness and
develop market introduction strategies for grid-enabled and grid-interactive electric water
heating technology.
Steven Koep, National Utility Sales Manager, Vaughn Thermal Corporation
Gary Connett, Director, Environmental Stewardship & Member Services, Great River Energy,
Maple Grove, MN
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2:45 – 3:15 p.m.
Experience the Wow Factor with Personalized Video Messaging
Apogee will present a case study about personalized video messaging. This program was first
implemented at Rappahannock REC, a member of Old Dominion Electric Cooperatives. The
videos were viewed over 9,500 times in one billing period showing unprecedented open rates
of 46%. The program will be rolled out to the remaining ODEC members in 2016.
Brian Jackson, Web Solutions Manager, Apogee Interactive, Inc.
Andrew Packett, Public Relations Specialist, Northern Neck Electric Cooperative, Warsaw, VA
Get Out the VOTE: How Two Co-ops Doubled Election Participation
Learn how two cooperatives doubled their election participation! Join Survey & Ballot Systems,
Kootenai Electric and Medina Electric as they share the tips, tactics and practices they used to
improve member engagement in their voting processes.
Tony Hoff, SBS Cooperative Account Manager, Survey & Ballot Systems
Erika Neff, CCC, Communications Coordinator, Kootanai Electric Cooperative, Hayden, ID
Jennifer Olson, Member Relations Specialist, Medina Electric, Hondo, TX
Achieving Member Satisfaction through Collaboration on Energy Efficiency
Our team interviews co-op staff from across the country where we learn about their successful
energy efficiency programs and develop related publications. Working together, co-ops can
increase their interaction with members and improve communication with regulators and
policy makers. This session explores partnerships across a wide range of energy efficiency
programs, functions and marketing. Select co-op staff has been invited to share comments
about their programs and members of the audience will have an opportunity to share their
own experiences.
Patrick Keegan, Principal, Collaborative Efficiency, Spokane, WA
Repeat: The New Way Surge Protection Really Works
Russell Hinton, Manager, Marketing & Business Development, Dominion Retail, Inc., Richmond, VA
2:00 p.m. – 3:15 p.m.
Learning Labs
Repeat: One Size Does Not Fit All: Adapting to a Changing Membership
Changing member demographics are leading co-ops to rethink their outreach strategies and
tactics. In some cases, this means starting from scratch! Explore how co-ops are designing and
implementing communication and outreach plans to engage diverse populations.
Chellie Phillips, CCC, Director of Marketing, Member Services and Communications, South Alabama
Electric Cooperative, Troy, AL
Luis Reyes, Communications Coordinator, Magic Valley Electric Cooperative, Mercedes, TX
Moderator: Vince Rodriguez, Director, Member Meetings and Conferences, NRECA, Arlington, VA
Gaining Valuable Insights from Members through Surveying
This learning lab will cover the basics of surveying co-op members, including identifying the
objectives, choosing the appropriate methodologies, collecting data, analyzing the reliability
and validity of the data, and interpreting and presenting the results of the research. Modern
challenges to survey research will also be discussed, including declining response rates and
reaching younger members. We recognize that survey response rates are falling nationwide
due to call screening, the use of cell phones, and the inundation of telemarketing. Tips to both
improve response rates and keep members at ease will be presented.
Gina Ricci, Market Research Manager, NRECA, Arlington, VA
Mary Kay Brevig, Manager of Communications & Public Relations, Eau Claire Energy Co-op, Fall Creek, WI
CONNECT ’15 | Updated: May 7, 2015
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So You Want to be a Social Media Master
We scoured the listserv, crowdsourced our networks, and connected at CONNECT: You’ve got
social media questions and we’ve got answers. Joined by a Spotlight Winner, statewide social
whiz, and a jury of peers (that’s you), NRECA’s social media editor is ready to tackle your
questions, concerns, and trepidations in this informal interactive session.
Kristie Aldridge, CCC,Manager of Digital Communications , North Carolina EMC, Raleigh, NC
Trent Scott, Director of Corporate Strategy, Tennessee Electric Co-op Association, Nashville, TN
Moderator: Kristen Moorhead, Social Media Editor, NRECA, Arlington, VA
3:15 p.m. – 3:30 p.m.
Afternoon Break
3:30 p.m. – 4:30 p.m.
Learning Labs
Messaging When it Matters: Communicating Through Critical Times
Not all messages are created equal, but being able to effectively communicate your co-op’s
message during a crisis – both in person and online – is essential. This interactive session will
give examples of recent media relations and offer strategies and tips on how to navigate the
stickier issues your co-op may face using both traditional and new media techniques.
Molly McPherson, Executive Communication Coach, The Communication Center, Washington, DC
Debbie Wing, Director of Media and Public Relations, NRECA, Arlington, VA
Making Your Life Easier: NRECA Communication Resources Showcase
Join NRECA staff for this fun, interactive, exhibit-style showcase of communication tools.
Interact with the folks behind some of your most trusted NRECA resources, learn about new
ones, and earn prizes! You’ll go away with fresh contacts, new ideas and new tools to get the
job done. The following NRECA resources will be represented: Media/PR, ACRE and Grassroots,
Market Research, International, RE Magazine, Straight Talk, Business Technology Strategies,
Education & Training, CCC Program, CREC, Cooperative.com, Employee Benefits, Touchstone
Energy and a preview of NRECA’s new communications toolkit coming this summer.
It's All in Your Head: Maintain Your Brain!
We now know that our brains are a lifelong work in progress and the saying “use it or lose it”
has never been more accurate. Think you can multitask with the best of them? Think again!
Join Dr. Mike Perko and explore the neuroplasticity revolution. You’ll learn strategies to
incorporate brain games and tools into your daily and professional life.
Mike Perko, Ph.D., Chief Wellness Advisor, NRECA, University of North Carolina, Greensboro, NC
Repeat: Podcasts are Back! Better! Easy! Cheap!
If you’ve listened to public radio, you’ll recognize the voice of Alex Blumberg. With almost 20
years as a renowned storyteller and producer of shows like This American Life and Planet
Money, he is now building his own podcasting empire by changing the way passionate
audiences consume audio. Alex will share information on producing powerful podcasts with
tips on interviewing, story structure, editing and writing.
Alex Blumberg, Founder and CEO, Gimlet Media, New York, NY
Jessica O’Neal, Director, Digital Strategy, NRECA, Arlington, VA
No Spin Zone: Talking Tech with Your Members and the Public
Jim Spiers, NRECA vice president for Business and Technology Strategies, gets grilled by RE
Magazine editor Scot Hoffman in a one-on-one interview on industry developments that are
changing the way cooperatives do business. From technology to consumer expectations to
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new business models, get the news that’s fit to print (or post), and learn strategies for talking
about complex subjects with members, the press, and the public.
Scot Hoffman, Editor, RE Magazine & ECT.coop, NRECA, Arlington, VA
Jim Spiers, Vice President Business and Technology Strategies, Engineering, Research and Technical
Services, NRECA, Arlington, VA
Engaging Your Members With Energy Efficiency
Touchstone Energy Cooperatives
Co-ops have provided programs for members to manage energy usage, but are they engaged?
Understand how your co-op’s initiatives can influence members’ behavior and increase
engagement.
Janet Rehberg, PMP, CEM, CDSM, Marketing Director, Buckeye Power, Inc., Columbus, OH
Joshua McGhee, Project Coordinator, Touchstone Energy Cooperatives, Arlington, VA
Evening
Explore Minneapolis on your own!
THURSDAY, MAY 14
7:30 a.m. – 5:00 p.m.
7:30 a.m. – 8:30 a.m.
7:30 a.m. – 8:15 a.m.
Registration Open
Continental Breakfast
Breakfast Session: CCC Program Overview
Are you ready to take the next step in your career and become a Certified Cooperative
Communicator? The CCC credential signifies the highest level of professional competence for
communications and marketing electric cooperative employees. Join members of the CCC
board for an informal session to learn about the process for earning this prestigious credential.
Linda Nyberg, CCC, CCC Board Chair, Sangre de Cristo Electric Association, Inc., Buena Vista, CO
7:30 a.m. – 5:00 p.m.
Spotlight on Excellence Awards Hub Open
8:30 a.m. – 10:00 a.m.
Second General Session
Presentation of the Brand Champion Awards
Mary McLaury, COO/CMO, Touchstone Energy Cooperatives, Arlington, VA
The “Newtilities World”
Joe Brannan, CEO, North Carolina EMC, Raleigh, NC
Keynote: Mike Lipkin
Mike Lipkin brings out the best in leaders and communicators. The founder and president of
Environics/Lipkin, and the author of numerous bestselling motivational books, he combines
Environics' trademark “social values research” with his personal expertise to provide attendees
with the confidence and insight to connect with others at the deepest level. He makes the
complex simple.
10:00 a.m. – 10:15 a.m.
Refreshment Break
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10:15 a.m. – 11:45 a.m.
Learning Labs
Mastering Media Relations in the Digital Age
This interactive session will provide the advanced tools needed to master interviews and
media messaging in today’s new digital environment. Explore how the digital environment is
changing how news is created, delivered, and consumed by the public. You’ll walk away with
proven strategies for interviews, message development, body language, and crisis
communication, all with a digital twist.
Molly McPherson, Executive Communication Coach, The Communication Center, Washington, DC
Debbie Wing, Director of Media and Public Relations, NRECA, Arlington, VA
How to Implement an “Always On” Strategic Communication Plan
The co-op of the 21st century must engage in “always on” communication. Professionals skilled
in strategic communication will be able provide mission-critical value. This is increasingly
important in today’s world of technology and social media, when one member complaint can
turn into a media firestorm. Top communicators will share best practices that will help you
strategically prepare for anything, from day-to-day communications to a crisis. There will be
plenty of time for questions from the audience.
Erika Neff, CCC, Communications Coordinator, Kootanai Electric Cooperative, Hayden, ID
Timothy Velder, CCC, Marketing Communications Specialist, Powder River Energy Corp, Sundance, WY
Moderator: Keith Stapleton, Chief Communications Officer, Sam Houston Electric Cooperative,
Livingston, TX
Taking Outage Communications by Storm
Communicating with members during an outage is a no brainer. Whether you are using outage
management software, a program specifically customized for your system, or relying on
information from patrolling linemen, we’ve got your outage communication solutions. Learn
best practices using text messages, detailed maps, social media, phone messages and more so
that your members aren’t left in the dark.
Tim Sullivan, Senior Director of Business Development, Touchstone Energy Cooperatives, Arlington, VA
Melissa Newcomer, CCC, Business Development Coordinator, Kootenai Electric Co-op, Inc, Hayden, ID
Keith Brooks, Member and Information Services Manager, Kootenai Electric Co-op, Inc, Hayden, ID
Ann Harvey, Communications Manager, Pedernales Electric Cooperative, Johnson City, TX
Martin Haught, VP, Communications, United Cooperative Services, Inc. Cleburne, TX
Beyond Youth Tours: Education Programs for New Generations
Over the past half-century, the Washington Youth Tour has been highly effective in teaching
young people about the history, purpose and mission of electric cooperatives. But not every
student has the opportunity to make that annual trek to the Nation's Capital. We'll look at
additional ways electric cooperatives are using camps, conferences, leadership summits and
other avenues to reach young people closer to where they live.
Billy Gibson, CCC, Manager/Director, Communications, Association of Louisiana Electric Co-ops,
Baton Rouge, LA
Mike Marsch, Director, Member Services, Association of Missouri Electric Co-ops, Jefferson City, MO
Shana Read, CCC, Director of Communications, Kansas Electric Cooperatives, Inc., Topeka, KS
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Surviving Rate Change with Aplomb!
Communicators and member services staff are on the front lines when a co-op decides to
change its rate structure. A rate change can be scary but it can also provide valuable
information. Learn strategies, tactics and coping mechanisms from veterans who have lived to
tell the tale.
Jimmy Autry, CCC, Sr. VP of Member and Community Relations, Flint Energies, Reynolds, GA
Tom Laing, Director of Market Research, North Carolina EMC, Raleigh, NC
Carrie Law, Director of Communications and Government Relations, Sioux Valley Energy, Colman, SD
Moderator: Tracy Warren, Communications Manager, Public Relations, NRECA, Arlington, VA
The Road to Member Engagement Workshop
Touchstone Energy Cooperatives
Join us for a journey as we learn to build relationships with co-workers, members, and
community partners. This interactive workshop will empower you to communicate your
message, connect to people and create an energizing experience that brings the Touchstone
Energy tools into the hands of your team and your members!
Lynn Moore, President, Moore Innovative Solutions, Carmel, IN
11:45 a.m. – 1:15 p.m.
Lunch on Own
1:15 p.m. – 2:15 p.m.
Learning Labs
Repeat: Messaging When it Matters: Communicating Through Critical Times
Not all messages are created equal, but being able to effectively communicate your co-op’s
message during a crisis – both in person and online – is essential. This interactive session will
give examples of recent media relations and offer strategies and tips on how to navigate the
stickier issues your co-op may face using both traditional and new media techniques.
Molly McPherson, Executive Communication Coach, The Communication Center, Washington, DC
Debbie Wing, Director of Media and Public Relations, NRECA, Arlington, VA
Dealing with Difficult Members
Do your members think their smart meter is spying on them? Are they afraid of EMF, EMP,
drones and other things that go “bump” in the night? Are they irate about rate increases or
angry because they fell for a utility scam? Learn how to diffuse the anger, de-bunk the myths
and keep your members calm and happy.
Jonathan Martin, Partner, Constangy, Brooks, Smith & Prophete LLP, Macon, GA
Lions and Tigers and Data Breaches: What You Need to Know
Data breaches are not a matter of 'if' but 'when' – and they are becoming more prevalent.
When your breach happens, you need to have a plan in place and know how to effectively
engage your members.
Paul Omodt, Founder & Principal, Omodt & Associates Critical Communications, Minneapolis, MN
®
The Political Power of Grassroots Advocacy and ACRE
®
Want to better understand the role grassroots and ACRE are playing in the electric
®
cooperative network and how to make it a success at your co-op? Learn what ACRE has
accomplished on Capitol Hill and how that relates to your members. Explore tips and get
strategies to keep employees and members engaged in your co-op's political action.
®
Alden Knowlten, ACRE Program Advisor, NRECA, Arlington, VA
Gabriel Snow Sr. Grassroots Advocacy Advisor, NRECA, Arlington, VA
Kirkley Thomas, Vice President – Government Affairs, Electric Cooperatives of Arkansas, Little Rock, AR
Baynard Ward, Community Relations Manager, Suwannee Valley Electric Co-op, Live Oak, FL
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Tired of Bad Infographics? Well Then, Make Good Ones!
When it comes to information graphics, it should always be data and information first,
followed by design. For that to happen, you have to learn where it comes from, how to work
with it, and how it represents your message. Expert designers will share best practices,
technical tips, and valuable insights to help your infographic tell a powerful story.
Joshua Hatch, Senior Editor, Data and Interactives, The Chronicle of Higher Education and the Chronicle of
Philanthropy, Washington, DC
Emily Chow, Emily Chow, Graphics Editor, The Washington Post, Washington, DC
Claire Lehman, Manager, Creative Services, NRECA, Arlington, VA
Moderator: Jessica O’Neal, Director, Digital Strategy, NRECA, Arlington, VA
The Solar Panel: Position Your Co-ops as the Trusted Energy Partner
Touchstone Energy Cooperatives
With third party providers knocking on our members’ doors, now is the time for us to reinforce
our relationship as a trusted energy partner. Come and learn from co-op professionals who
successfully developed materials to reinforce this unique relationship.
Dana Bolwerk, Communications & Events Coordinator, St. Croix Electric Cooperative, Hammond, WI
Jennifer Beaudette, Director of Member Services, Barron Electric Cooperative, Barron, WI
Jeffrey Pratt, Director, Energy Efficiency, Oglethorpe Power Corporation, Tucker, GA
2:30 p.m. – 3:30 p.m.
Learning Labs
See Me. Follow Me: Create the Perfect Visual Content to get Noticed Online
This session gives you the essential tools your co-op crew will need to create engaging video,
graphics, and posts using a smartphone. You’ll get an overview of video platforms as well as
tips for shooting and editing video, user friendly apps and graphic design platforms.
Molly McPherson, Executive Communication Coach, The Communication Center, Washington, DC
Debbie Wing, Director of Media and Public Relations, NRECA, Arlington, VA
Repeat: Dealing with Difficult Members
Do your members think their smart meter is spying on them? Are they afraid of EMF, EMP,
drones and other things that go “bump” in the night? Are they irate about rate increases or
angry because they fell for a utility scam? Learn how to diffuse the anger, de-bunk the myths
and keep your members calm and happy.
Jonathan Martin, Partner, Constangy, Brooks, Smith & Prophete LLP, Macon, GA
Write for Millennials and Connect with All Your Members
Writing for millennials is a style that will resonate with all members. How can this be when
conventional wisdom says that most don’t read much, and worse, traditional channels of
communication are no longer valid? Learn how to challenge these conventional wisdoms with
directed, targeted copy that gets read, regardless of the channel used. Topics covered include
copy structure and tone, distinguishing between features and benefits, using reviews for
credibility, trust and more.
Tom Tate, Wordsmith, WellCraftedCommunications, Inc., Minneapolis, MN
Your Employees are your Best Kept Grassroots Secret
Political engagement is vital to the success of America’s electric cooperatives. As we strive to
grow our grassroots strength, we must look at one of our most valuable resources: our
employees. The Advocate “Ambassador” Program is designed to build a strong community of
CONNECT ’15 | Updated: May 7, 2015
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educated, engaged and empowered cooperative employees who will be active political
advocates on behalf of their cooperative.
Amanda Wolfe, Grassroots Advisor, NRECA, Arlington, VA
Holly Wetzel, Director of Marketing and Member Communication, NRECA, Arlington, VA
Repeat: Tired of Bad Infographics? Well Then, Make Good Ones!
When it comes to information graphics, it should always be data and information first,
followed by design. For that to happen, you have to learn where it comes from, how to work
with it, and how it represents your message. Expert designers will share best practices,
technical tips, and valuable insights to help your infographic tell a powerful story.
Joshua Hatch, Senior Editor, Data and Interactives, The Chronicle of Higher Education and the Chronicle of
Philanthropy, Washington, DC
Emily Chow, Emily Chow, Graphics Editor, The Washington Post, Washington, DC
Claire Lehman, Manager, Creative Services, NRECA, Arlington, VA
Moderator: Jessica O’Neal, Director, Digital Strategy, NRECA, Arlington, VA
Repeat: The Solar Panel: Position Your Co-ops as the Trusted Energy Partner
Touchstone Energy Cooperatives
With third party providers knocking on our members’ doors, now is the time for us to reinforce
our relationship as a trusted energy partner. Come and learn from co-op professionals who
successfully developed materials to reinforce this unique relationship.
Dana Bolwerk, Communications & Events Coordinator, St. Croix Electric Cooperative, WI
Jennifer Beaudette, Director of Member Services, Barron Electric Cooperative, Barron, WI
Jeffrey Pratt, Director, Energy Efficiency, Oglethorpe Power Corporation, Tucker, GA
3:30 p.m. – 3:45 p.m.
Afternoon Break
3:45 p.m. – 4:45 p.m.
Campfire Chats – It’s All About You!
Want to delve deeper into a burning idea? Do you have ideas to share on best practices or
lessons learned? The most knowledgeable experts at CONNECT are you and your fellow
attendees. New this year – crowd-sourced discussion sessions! That’s right – YOU determine the
trending topics for these sessions. Use the mobile app to submit your top three topics no later
than Thursday at 1 p.m. Results will be tabulated and rooms will be assigned on the spot and
announced on the mobile app. Facilitators will be on hand to help lead the discussion. Talk
about being in the moment!
6:00 p.m. – 9:00 p.m.
Touchstone Energy® Cooperatives Reception
th
The Pourhouse, Lumber Exchange Building, 10 South 5 Street
The band will be jamming and refreshments plentiful at The Pourhouse, located just a few
blocks from the hotel. You’ll love this unique Prohibition-era establishment where you will
encounter secret passageways to exposed brick, Edison lightbulbs and vintage embellishments
around every turn. Food, drink, dancing and games will be enjoyed by all.
FRIDAY, MAY 15
7:30 a.m. – 10:30 a.m.
Registration Open
7:30 a.m. – 8:30 a.m.
Continental Breakfast
CONNECT ’15 | Updated: May 7, 2015
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DETAILED SCHEDULE
8:30 a.m. – 10:00 a.m.
Closing General Session
NRECA International – A Lineman’s Journey to Haiti
Andy Ridge, Pedernales Electric Co-op, Inc., Johnson City, TX
Keynote: Larry Smith
Founder and Editor of Smith Magazine and Smith Teens, will ask you to pause for a moment
and imagine the marvelous, complex and ultimately exciting drama that is the circle of your
life. Think you can summarize it into six carefully crafted words? Smith thinks you can, and
created the celebrated Six-Word Memoir® project, that will challenge you to pause, reflect and
even laugh at the result. Larry speaks on the power of storytelling to engage both internal
teams and external audiences. You’ll be inspired to hear how Larry took a simple idea and
turned it into a global phenomenon.
Closing Remarks
Jim Bausell, Senior Vice President, Communications, NRECA
10:00 a.m. – 10:15 a.m.
Refreshment Break
10:15 a.m. – 11:30 a.m.
Learning Labs
CONNECT-ing the Dots: Taking Ideas into Action
You’ve been drinking from a fire hose of information, tools, and resources since you arrived at
CONNECT. Now the challenge: how do you take all those great ideas and put them to use when
you return? In this interactive session, you sort through the valuable information that is in your
brain, in your notes and within your reach to design a simple, straight-forward plan for
maximizing your CONNECT investment.
Lynn Moore, President, Moore Innovative Solutions, Carmel, IN
Diane Rhodes-Michaely, Senior Representative, Education Programs & Strategies, NRECA, Arlington, VA
Bringing Environmentalists to the Table
Arguments over energy issues have become increasingly bitter and contentious, but rather
than engaging in toxic public battles, some co-ops are inviting external stakeholders to the
table – including some of their biggest critics. Three co-ops talk about the why’s and the how’s
of a new “inclusivity.”
Scott Drake, Manager, Corporate Technical Services, East Kentucky Power Cooperative, KY
Dave Markham, CEO, Central Electric Cooperative, Redmond, OR
Kandace Olsen, VP of Communications and HR, Great River Energy, Maple Grove, MN
Mark Vogt, President/CEO, Wright-Hennepin Cooperative Electric Association, Rockford, MN
Moderator: Tracy Warren, Communications Manager, Public Relations, NRECA, Arlington, VA
Repeat: Write for Millennials and Connect with All Your Members
Writing for millennials is a style that will resonate with all members. How can this be when
conventional wisdom says that most don’t read much, and worse, traditional channels of
communication are no longer valid? Learn how to challenge these conventional wisdoms with
directed, targeted copy that gets read, regardless of the channel used. Topics covered include
copy structure and tone, distinguishing between features and benefits, using reviews for
credibility, trust and more.
Tom Tate, Wordsmith, WellCraftedCommunications, Inc., Minneapolis, MN
CONNECT ’15 | Updated: May 7, 2015
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Repeat: So You Want to be a Social Media Master
We scoured the listserv, crowdsourced our networks, and connected at CONNECT: You’ve got
social media questions and we’ve got answers. Joined by a Spotlight Winner, statewide social
whiz, and a jury of peers (that’s you), NRECA’s social media editor is ready to tackle your
questions, concerns, and trepidations in this informal interactive session.
Kristie Aldridge, CCC, Senior Communications Specialist, North Carolina EMC, Raleigh, NC
Trent Scott, Director of Corporate Strategy, Tennessee Electric Co-op Association, Nashville, TN
Moderator: Kristen Moorhead, Social Media Editor, NRECA, Arlington, VA
11:30 a.m.
Adjourn
CONNECT ’15 | Updated: May 7, 2015
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