Powering the Future: A Multi-Channel Campaign to Protect Local Utility Independence
Powering the Future: A Multi-Channel Campaign to Protect Local Utility Independence
Grand Haven Board of Light and Power
The
Challenge
In 2023, Truscott Rossman faced a significant task with the Grand Haven Board of Light and Power (GHBLP). A local ballot proposal sought to dismantle the GHBLP and abolish its independently elected board. The proposal, set for a November vote, generated considerable public debate. Our mission was clear: create an educational campaign to ensure ratepayers knew what a phenomenal job the GHBLP does on a daily basis.
The
Response
Our approach centered on increasing educational outreach for ratepayers, local business owners, and the broader region. Given the GHBLP’s apolitical nature, it was crucial to avoid political debates or engage in partisan discussions. This is a fine line Truscott Rossman is familiar with walking, as Michigan’s only bipartisan communications firm. Instead, we focused on conveying factual, non-partisan information about GHBLP’s role as a world-class utility provider.
- Key Messaging Development: The creation of three key messaging frames that perfectly illustrated the GHBLP’s impressive record of reliability, sustainability and affordability.
- Direct Mail: The use of direct mail pieces and bill inserts with targeted messaging.
- Media Engagement: Collaborating with local media, including the Grand Haven Tribune, to disseminate key messages.
- Internal Discovery: Interviews with GHBLP staff and board members to tailor our messaging strategy.
- Earned Media Opportunities: Utilizing news statements, press releases, and social media posts to amplify our narrative.
- Social Media Management: Direct involvement in GHBLP’s social media accounts.
The
Results
The campaign culminated in a resounding victory: the initiative was defeated with 70% of the vote! Voters decisively chose to retain the GHBLP as an independent entity. This outcome not only underscored the effectiveness of our integrated communications strategy, but also reaffirmed the community’s trust in GHBLP’s governance and operational excellence.
Adult-use applications accepted starting Friday
WKZO
Revitalizing a Legacy and Transforming Impact Through Creative Branding
Greater Lansing Food Bank
The
Challenge
The Greater Lansing Food Bank has fed people in need in mid-Michigan for over 30 years. Having recently merged with another local food bank and become a member of Feeding America, the GLFB knew the time was right to create an updated, cohesive brand that positioned it as THE food bank serving the mid-Michigan region. As with any long-established organization, however, there was concern that a change in visual identity, coupled with the merger and new affiliation, might cause confusion in the marketplace and adversely affect donations.
The
Response
Truscott Rossman’s creative team first created a fresh, vibrant logo. While sometimes logos “evolve” from previous iterations, the GLFB team agreed that a brand new look was needed. In addition, the old familiar logo was fine-lined and detailed and did not read well at a distance—a distinct liability for outdoor advertising, one of the cornerstones of GLFB’s annual envelope campaign, its single largest fundraising event each year.
Once the logo was developed, our team dove into restructuring and redesigning the website. In addition to incorporating the new brand, the site needed streamlining, simplifying, and, above all, needed to make it easy for people to donate. The new look and website were launched in time for the 2013/2014 holiday envelope campaign, capitalizing on the high-volume, high-visibility promotion surrounding the campaign. Not only did the campaign top $1 million, but the new ease and prominent call to action of donating via the website greatly increased the percentage of online donations.
Adult-use applications accepted starting Friday
WKZO