SCHEDULE (subject to change)
TUESDAY, MAY 2
8:00 am – 7:00 pm
Registration Open
9:00 am – 1:00 pm
Pre-Conference Workshops (Class sizes are limited)
Adobe InDesign – Advanced
Mark Lehr, Adobe Certified Instructor, Easel Solutions
Registration fee: $425 (CCC/CKAE: $325)
Class size limited to 26
Popular instructor Mark Lehr is back again, and ready to take your InDesign skills to the next level.
Attend this workshop if you want to sharpen your skills by learning complex and advanced tips and
tricks. You will walk away with a valuable set of shortcuts and other essentials that will save you
time and enhance your creativity, such as integrating photos, graphics and images, designing
layouts for social media, and using the latest features of InDesign CC 2017 to streamline your
workflow. In addition, you will be introduced to the interactive side of Adobe InDesign including
interactive objects like buttons, adding audio, video, and animation to your designs. Attend this
workshop if you already have a very solid foundation of experience with InDesign and you consider
yourself to be proficient.
No need to worry about pre-loading and lugging your laptop to this workshop. One will be
provided for you so you can follow along and complete the instructor-led exercises and practice. As
an added plus, you'll take home your very own copy of “Adobe InDesign Classroom in a Book,” your
bible for everything Adobe, complete with interactive lesson files for the workshop exercises and
much more.
Adobe Illustrator Fundamentals
Paul Howlett, Adobe Certified Instructor, Easel Solutions
Registration fee: $425 (CCC/CKAE: $325)
Class size limited to 26
Illustrator is a vector based graphics program capable of creating complex and attractive
illustrations and type effects. In this workshop, instructor Paul Howlett will provide you with a
hands-on introduction to basic skills that will allow you to start using Illustrator's powerful
capabilities. In this workshop, you'll learn to create and modify paths to create original vector
artwork using the Pencil, Pen, Erase, and Selection tools. You'll also learn techniques for
transforming existing vector artwork through scaling, reflecting, distorting, rotating and shearing
objects- giving you the confidence to customize and reuse vector art in new and exciting ways. If
you've never used Illustrator or are very new to this powerful tool, this workshop is for you!
No need to worry about pre-loading and lugging your laptop to this workshop. One will be
provided for you so you can follow along and complete the instructor-led exercises and practice. As
an added plus, you'll take home your very own copy of “Adobe Illustrator Classroom in a Book,”
your bible for everything Adobe, complete with interactive lesson files for the workshop exercises
and much more.
Creating a Crisis Ready Culture at Your Co-op
Molly McPherson, PR & Digital Media Strategist, Social Shift Media
Registration fee: $450 (CCC/CKAE: $350)
Class size limited to 30
Electric co-ops are facing a wider spectrum of crises more than ever before. That’s why creating a
crisis ready culture is imperative for managing the next potential incident. Co-ops that are
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unprepared for a crisis can be severely damaged by one. The good co-ops manage to survive, but
the great ones learn the hardest lessons from them and find opportunities to make their co-ops
even better.
This crisis communication workshop will provide participants with the critical communication skills
and the latest digital tools in use today for managing their co-op through a significant crisis or a
controversial issue currently bubbling just above the surface.
With the innovative use of a timeline, this workshop will break down the lessons and insights
gleaned from crises that dominated the headlines in the past year. It will provide examples,
exercises, and material for co-op communicators to use back at their co-ops detailing critical steps
in the following areas:
1) Preparation
2) Response
3) Monitoring
4) Damage Control
5) Reputation Repair
6) After the Crisis Analysis and Evaluation
Participants will gain a stronger ability to prepare and manage a crisis with confidence and learn
strategies to prevent one from happening in the future. Instruction provided via exercises, written
workbook (20 pages), and on-camera filming. Laptops or tablets are encouraged.
The Key to Key Accounts
Presented by Touchstone Energy® Cooperatives
Erick Rheam, VP, Business Development, Automated Energy, Inc.
Registration fee: $250 (CCC/CKAE: $150)
Class size limited to 30
This workshop dives into why key account management is critical to the success of your
cooperative. Content and discussions will focus on the major elements of a strategic key accounts
plan and the skills needed to effectively deliver what key accounts need. Attendees will walk away
with helpful tools to create or improve their co-op's key account business plan and marketing
strategy. Seasoned Certified Key Account Executives will be on hand to present best practices that
have proven effective over time. This workshop is intended as a 'hit the ground running' session
for those with part-time or new key account responsibilities. This workshop is a great introduction
to key account strategies, especially if you are thinking of taking your skills to the next level by
obtaining a Key Accounts Certification.
Road to Member Engagement: Train-the-Trainer
Presented by Touchstone Energy® Cooperatives
Lynn Moore, President, Moore Innovative Solutions
Registration fee: $30
Class size unlimited
Calling all co-op employees who are interested in teaching Road to Member Engagement at their
cooperative!
This interactive pre-conference session will use group activities, videos and open discussions to
teach participants how to facilitate "Road to Member Engagement" workshops at their own sites.
At the end of the training, participants will know how to:


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Educate cooperative employees about the cooperative advantage
Coach cooperative employees about the power of the Touchstone Energy network
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
Motivate cooperative employees on how to be stronger champions for their cooperatives
in their communities
Lynn Moore will lead the program and work one-on-one with attendees to answer their questions,
discuss their expectations and assist with content for their future workshops.
Please note: You will be contacted with pre-session information after you register.
Energy Solutions Training
Presented by Touchstone Energy® Cooperatives
Alan Shedd, Director, Energy Solutions, Touchstone Energy® Cooperatives
Eddie McKnight, McKnight & Associates
Registration fee: $50
Class size limited to 40
Join Touchstone Energy for a deep dive into Energy Solutions. Alan will discuss the latest energy
efficiency trends to help you position yourself as a trusted energy expert in your co-op community.
During the session, participants will take the new Energy Solutions Kick-Start course to understand
the basics about energy efficiency. After receiving your certificate, Alan will host an interactive
discussion that provides a deep dive into additional energy solutions, including solar.
Upon session completion, participants will have the knowledge and skills they need to stand as an
energy ambassador of their co-op.
Please note: Registrants must bring their own laptop to participate in this session.
2:00 pm – 2:45 pm
Newcomer Orientation
Are you a first-time attendee? Has it been a long time since you attended CONNECT? Join Melissa
Newcomer and other CONNECT advisory group members for a fun, informal session designed to
help you make some fast friends before you head into the Opening General Session and Spotlight
on Excellence Celebration & Welcome Reception that kick off the conference.
2:30pm – 3:00 pm
Welcome to Tampa Refreshment Break
Sponsored by TextPower, Inc.
3:00 pm – 4:30 pm
General Session 1

Welcome Remarks
Jeffrey Connor, Chief Operating Officer, NRECA
Tracey Steiner, Senior Vice President, Education & Training, NRECA

Serve Our Co-op, Serve Our County Presentation

Concern for Community Presentation

Keynote: Making Member Connections: kWhs, iPhones and Lattes
Bill LeBlanc, Chief Instigation Agent, E Source, and President, Boulder Energy Group
Members love their iPhones, their Starbucks, and even Alexa. But why do certain products or
marketing campaigns catch on, while others fade into obscurity? And how can utilities become
more relevant, and be perceived as true trusted energy partners for the new energy
consumer? The answers lie in the fickle area of social sciences and consumer behavior.
Discovering insights into the seeming irrational consumer can provide essential guidance in
utilities’ quests to meet evolving member needs while building the co-op’s brand. Through
market research data, stories, and sometimes humorous man-on-the-street videos, you’ll gain
2017 CONNECT | Updated 4/19/17
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fresh perspectives on how to communicate with members and provide that essential
customer experience.
5:00 pm – 7:00 pm

Presentation of the Edgar F. Chesnutt Award for Best Total Communication Program

Presentation of the J.C. Brown CEO Communication Leadership Award
Spotlight on Excellence Celebration & Welcome Reception
Sponsored by CFC and Federated Rural Electric Insurance Exchange
Whether you’re celebrating achievements in communications or making new friends and
reconnecting with familiar colleagues, this is the place to be! Make plans to be part of the
celebration and action at this kick-off for CONNECT ’17!
WEDNESDAY, MAY 3
7:30 am – 5:00 pm
Registration Open
7:30 am – 8:30 am
Breakfast (Sponsored by LogoStore USA)
8:30 am – 10:00 am
General Session 2
Presented and sponsored by Touchstone Energy® Cooperatives

Keynote: Embracing Change to Encourage Creativity and Innovation
Connie Podesta, Motivational Speaker
In an ideal world, we would all embrace change with open arms. But in the real world, we
resist change and repeat our past behaviors, often times without questioning why things are
done the way they are. With laugh-out-loud humor, killer take-away strategies and amazing
insights into ourselves and others, Connie will empower you with the attitude, mindset and
strategies necessary to embrace change so that you can release the creativity and innovation
within. In her presentation, Connie will help you understand WHY it’s important to change
behaviors, re-think attitudes, and re-assess old ideas to help you make things happen when
you get back to the office.

Presentation of the Brand Champion Awards
Mary McLaury, COO/CMO, Touchstone Energy® Cooperatives
The Touchstone Energy Brand Champion award is presented to brand leaders who have made
exceptional contributions to building the brand locally and regionally. The brand wouldn’t be
where it is today without these individuals.
10:15 am – 11:15 am
Breakout Sessions
Trending Now: How to Stay on the Right Side of a Crisis
While a single complaint may not qualify as a crisis, it can quickly escalate if your co-op is being
discussed negatively on social media. Employing a timely response is crucial; maintaining your coop's reputation during the process is critical. This session will provide real-world examples and
communication best practices for leveraging your co-op's strengths during a crisis, both online and
in the press.
Molly McPherson, Principal, Founder, Social Shift Media, Portsmouth, NH
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Your Role in Bridging the Broadband Divide
The decision to build broadband networks and offer service to your members is a big one for
electric cooperatives. As the eyes and ears of your co-op’s members, you could play a major role in
helping your management and board make the best decisions. Several co-ops who’ve deployed
broadband will share what they learned, and you’ll walk away with a better understanding of how
you can help your co-op with things like build-out costs, ROIs, marketing strategies and the
competitive environment.
Moderator: Curtis Wynn, President and CEO, Roanoke Electric Cooperative, Ahoskie, NC
Chris Martin, Vice President, Member & Industry Relations, NRTC, Herndon, VA
Candy Riem, Vice President, Marketing, Member & Information Services, Midwest Energy
Cooperative, Cassopolis, MI
Becky Mashburn, CCC, Marketing and Public Relations Administrator, Delta-Montrose Electric
Association, Montrose, CO
Co-op Solar: Maximizing Member Engagement
Cooperatives have been early leaders in utility solar and community solar development. At the
same time, co-ops are concerned about selling out and maximizing the PR benefit of their projects.
Take a break from panels. Join your peers in this brainstorming session about engaging members in
community solar and other energy services. Questions will include:
 How do we start from zero?
 How do we gauge member interest?
 What can we do to get the greatest public relations benefit out of our solar project?
 What can we do to sell out our community solar program?
 How can we offer solar to key accounts?
Moderator: Deb Roepke, SUNDA Liaison Team Lead, NRECA, Arlington, VA
Cybersecurity in Plain English
What’s the difference between a VPN and a DDoS? Are they nouns, verbs or adjectives? Come
learn basic cyber terminology and how to wield it with more confidence. This session will present
examples of the most likely cyber incidents that your co-op may face and show you how to explain
them to your colleagues and members. You'll walk away with a better understanding of key terms
and scenarios, in addition to potential talking points.
Moderator: Cynthia Hsu, Ph.D., Cybersecurity Program Manager, BTS, NRECA, Arlington, VA
Patrick Engebretson, Ph.D., Chief Information Officer, East River Electric, Madison, SD
Find the Story Beneath the Story
Sponsored by the Statewide Editors Association
You’ve covered them a hundred times – dedication ceremonies, Youth Tour stories, and charitable
donation features. Sometimes it’s hard to find a new angle. In this session, you’ll hear from a
Pulitzer Prize-winning journalist and two respected statewide magazine editors about interviewing
and writing techniques that will bring out the story beneath the story and help you fill your
publications with bright, meaningful copy that readers will seek out.
Moderator: Scot Hoffman, Editor, RE Magazine & NRECA News, NRECA, Arlington, VA
Eric Newhouse, Pulitzer Prize-winning journalist and author
Ryan Hall, Editor, Rural Montana magazine, Great Falls, MT
Billy Gibson, Editor, Louisiana Country magazine, Baton Rouge, LA
A Deep Dive with Connie Podesta: Embracing Your Communication Type to
Encourage Creativity Touchstone Energy® Cooperatives Session
Spend some time with keynote speaker Connie Podesta to learn how to use your communication
type to your advantage to express your needs, implement change and get people thinking
creatively at your co-op. Ask questions, get answers and share in the laughter!
Connie Podesta, Motivational Speaker
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11:15 am – 11:35 am
Refreshment Break
Sponsored by Service Concepts
11:35 am – 12:35 pm
Breakout Sessions
Repeat: Trending Now: How to Stay on the Right Side of a Crisis
While a single complaint may not qualify as a crisis, it can quickly escalate if your co-op is being
discussed negatively on social media. Employing a timely response is crucial; maintaining your coop's reputation during the process is critical. This session will provide real-world examples and
communication best practices for leveraging your co-op's strengths during a crisis, both online and
in the press.
Molly McPherson, Principal, Founder, Social Shift Media, Portsmouth, NH
Repeat: Your Role in Bridging the Broadband Divide
The decision to build broadband networks and offer service to your members is a big one for
electric cooperatives. As the eyes and ears of your co-op’s members, you could play a major role in
helping your management and board make the best decisions. Several co-ops who’ve deployed
broadband will share what they learned, and you’ll walk away with a better understanding of how
you can help your co-op with things like build-out costs, ROIs, marketing strategies and the
competitive environment.
Moderator: Curtis Wynn, President and CEO, Roanoke Electric Cooperative, Ahoskie, NC
Chris Martin, Vice President, Member & Industry Relations, NRTC, Herndon, VA
Candy Riem, Vice President, Marketing, Member & Information Services, Midwest Energy
Cooperative, Cassopolis, MI
Becky Mashburn, CCC, Marketing and Public Relations Administrator, Delta-Montrose Electric
Association, Montrose, CO
Power Players: An Advocacy Game
Join us for an interactive advocacy experience. We will explore a variety of advocacy tactics and
how they can be deployed to achieve legislative success at the state and national levels. Topics
include how and when to deploy grassroots, ACRE®, lobbying, and earned and paid media.
Moderator: Gabe Snow, Grassroots Advocacy Representative, NRECA, Arlington, VA
Internal Communications = External Rewards
When thinking about your approach to strategic communications, it’s easy to lose sight of one of
your key audiences — your very own co-workers! But they are the face of your co-op in the
community, and to truly be successful, you need engaged and informed employees who are
knowledgeable about your co-op’s programs, policies, positions and strategic priorities. In this
session, we’ll hear from two industry leaders who are using internal communication to turn their
employees into ambassadors, strengthen their message and further their mission. You’ll come
away with fresh ideas for how to take your internal communication efforts to the next level.
Moderator: Holly Wetzel, Director of Marketing and Member Communications, NRECA,
Arlington, VA
Keith Stapleton, Chief Communications Officer, Sam Houston Electric Cooperative, Livingston, TX
Joan O'Fallon, Communications Director, Polk-Burnett Electric Cooperative, Centuria, WI
Repeat: Find the Story Beneath the Story
Sponsored by the Statewide Editors Association
You’ve covered them a hundred times – dedication ceremonies, Youth Tour stories, and charitable
donation features. Sometimes it’s hard find a new angle. In this session, you’ll hear from a Pulitzer
Prize-winning journalist and two respected statewide magazine editors about interviewing and
writing techniques that will bring out the story beneath the story and help you fill your
publications with bright, meaningful copy that readers will seek out.
Moderator: Scot Hoffman, Editor, RE Magazine & ECT.coop, NRECA, Arlington, VA
2017 CONNECT | Updated 4/19/17
Page 6
Eric Newhouse, Pulitzer Prize-winning journalist and author
Ryan Hall, Editor, Rural Montana Magazine, Great Falls, MT
Billy Gibson, Editor, Louisiana Country Magazine, Baton Rouge, LA
Reaching Members through Digital Channels
Touchstone Energy® Cooperatives Session
The increase in smartphone usage makes reaching members digitally a must-do in your
communication toolkit. This panel explores how co-ops are transforming their communication with
members. Kristie Aldridge from North Carolina’s Electric Cooperatives will discuss how digital
changed their communication strategy and led to a new marketing platform called Empower. Brad
Gibson from Middle Tennessee EMC shares how social media was a game-changer and using digital
advertising on gas pumps was a new way to increase member engagement. Mary Ann Cristiano
from Touchstone Energy Cooperatives moderates the discussion and shares insights from the
national media buy and social programs.
Moderator: Mary Ann Cristiano, Director, Marketing, Advertising & Digital Strategy, Touchstone
Energy® Cooperatives, Arlington, VA
Kristie Aldridge, Manager, Digital Communications, North Carolina’s Electric Cooperatives,
Raleigh, NC
Brad Gibson, Chief Cooperative Business Officer, Middle Tennessee EMC, Murfreesboro, TN
12:35 pm – 2:00 pm
Lunch On Your Own
2:00 pm – 3:15 pm
General Session 3

Remarks
Scott Peterson, Senior Vice President, Communications, NRECA, Arlington, VA

#CoopsLive: Social-Savvy Tactics to Put a New "Face" on the 7 Co-op Principles
The cameras will be rolling on Facebook Live as we bring the seven cooperative principles to
life – one by one - in this fun, interactive session using live 21st-century communication tools
to revitalize 19th-century co-op ideas. We will showcase the best social media platforms to
help your co-op bridge the generations and encourage active engagement with your
membership. CONNECT attendees in the room are invited to use their personal or co-op
Facebook, Twitter, and Instagram accounts as we project live news feeds during the session
while their colleagues can do the same back at their co-op.
Molly McPherson, Principal, Founder, Social Shift Media, Portsmouth, NH
Adam Schwartz, Founder, The Cooperative Way, Fredericksburg, VA
3:30 pm – 4:00 pm
Breakout Sessions
Beneficial Electrification - A Game Changer!
Technological innovations are creating new ways to use electricity as a substitute for onsite fossil
fuels. Beneficial electrification is now being promoted as a means to reducing greenhouse gases
and helping the environment, beneficial electrification can also be a business strategy that helps
cooperatives adapt to a future landscape that seeks to reduce greenhouse gases. At this session
you’ll hear more about what beneficial electrification is, what technologies benefit from
electrification, and what we should we be communicating to our members.
David Ranallo, Leader, Marketing and Member Services, Great River Energy, Maple Grove, MN
Co-ops Vote 2017 – Next Steps
It is undeniable that rural voter turnout played an outsized role in the 2016 election. Join us for a
panel discussion on what the rural turnout meant in last year’s election. We will also discuss the
future of Co-ops Vote.
Moderator: Gabe Snow, Grassroots Advocacy Representative, NRECA, Arlington, VA
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Crash Course in Cooperative Electric Utilities
What is an IOU, PUD, IPP and ISO and what do they have to do with your electric co-op? You’ve
heard of the “cooperative way” but what exactly does that mean? Are you a bit mystified about
capital credits? Come to this session and learn (or refresh your memory) on the basics you need to
understand the cooperative electric utility business.
Jimmy Autry, CCC, Senior Vice President of Member & Community Relations, Flint Energies,
Reynolds, GA
A Case Study in Telling Your Story (Bolivia)
We all know that stories are the best way to capture attention and imagination. Join Oklahoma
Living Editor and recent Haggard Award-winner Anna Politano and NRECA International
Communications Manager Zuraidah Hoffman to learn how their stories inspired action and
engaged members.
Anna Politano, Editor, Oklahoma Living, Oklahoma Assn of Electric Cooperatives
Zuraidah Hoffman, International Communications Manager, NRECA, Arlington, VA
InDesign Tips + Tricks
This session will help you get started with Adobe InDesign CC and the things beginners need to
know how to do, including: creating a new document; placing graphics; fitting graphics in frames;
adding text; formatting text; working with swatches; adding page numbers; wrapping text; and
creating a PDF.
Mark Lehr, Adobe Certified Instructor, Easel Solutions, Minneapolis, MN
Co-op Web Builder: What's Happening Now?
Touchstone Energy® Cooperatives Session
With several different versions of Co-op Web Builder available do you know the difference? Do you
have questions about which version you should be using or why you should be using it? Have you
been tasked with improving accessibility or obtaining an SSL certificate? This session will cover our
most frequently asked questions in order to empower you with as much knowledge as possible so
you can take control of your website! Discuss new features and look at recent partnerships that
have been added this year. Finally, witness the reveal of CWB 3 and discover how you can
participate in the upcoming closed beta test. With so much happening now, this is not a session
you will want to miss! Be like Beau. Beau is smart. Beau manages his website with Co–op Web
Builder. Beau is coming to this session.
Sean Walker, Senior Web Developer, Touchstone Energy® Cooperatives, Arlington, VA
4:00 pm – 4:20 pm
Networking Break
Sponsored by inLighten
4:20 pm – 4:50 pm
Breakout Sessions
Road Trips and Flash Mobs: Get Connected with Your Members in New Ways
Is your annual meeting your co-op’s flagship member engagement activity? Go beyond tradition to
engage with your members where they live, work and play! Learn from two co-ops with tried and
true methods – from flash mobs to community tours – and leave with ideas to try at your co-op.
Ann Lewis, Director of Communications and Public Relations, Rappahannock EC, Fredericksburg, VA
Marian McLemore, CCC, VP of Cooperative Communications, Flint Energies, Warner Robbins, GA
RUS Limited English Proficiency Obligations: What You Need To Know
This session will provide a general overview of what RUS borrowers (and others receiving federal
financial assistance) should consider when it comes to improving access to services for members
with limited English proficiency. We will discuss generally what RUS recommends and what efforts
NRECA has taken to help members address this issue.
Nick Pascale, Assistant General Counsel, NRECA/Touchstone Energy® Cooperatives, Arlington, VA
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Rate Design for Beginners
This session will explore the process for retail ratemaking at your electric cooperative. Focus on the
science and art of setting rates that ensures the financial stability of your cooperative. Our goal will
be to understand: “Why did the Board do that with rates?” and prepare us to communicate those
issues to our members.
Jimmy Autry, CCC, Senior Vice President of Member & Community Relations, Flint Energies,
Reynolds, GA
Going High-Tech with Energy Audits
Crawl spaces can be dangerous and dirty places to be, but Robbie the Robot makes it a breeze.
Steve Hite from Hendricks Power will tell you about how he developed a way to use a ground
drone to help out with energy audits. You'll learn about this and other technologies (infrared
cameras, apps) that are taking audits to a new level.
Steve Hite, Energy Advisor, Hendricks Power, Avon, IN
Photoshop Basics
Photoshop can be pretty overwhelming when you first start using it. The default interface is so
crammed with buttons, sliders, and other assorted tools, that it’s hard to know where to begin. In
this session, you’ll take a look at some of the features you can dive straight into, even if you have
little or no previous photo editing experience.
Mark Lehr, Adobe Certified Instructor, Easel Solutions, Minneapolis, MN
Be a Brand Champion. Think Like a Member.
Touchstone Energy® Cooperatives Session
The cooperative model allows for deep and local connections between co-ops and their members.
Hear from our national Touchstone Energy brand champions on how they leveraged unique and
local knowledge to increase engagement at their co-ops.
Moderator: Joshua McGhee, Strategic Communications Manager, Touchstone Energy®
Cooperatives, Arlington, VA
Panel of Brand Champion Winners
6:00 pm – 9:00 pm
Touchstone Energy® Cooperatives Reception
Sponsored by Touchstone Energy® Cooperatives
The Florida Aquarium
701 Channelside Drive
The Touchstone Energy reception is making a big splash this year at the Florida Aquarium! Located
just blocks from the CONNECT Conference site, you can privately tour each level of the aquarium
while enjoying great music, food and dancing among fish and friends. Keep your eyes open for
special animal encounters throughout the night. Don’t miss out on the under the sea fun!
Transportation: The Aquarium is less than a mile from the hotel - a 20-minute walk. From the
hotel, turn right on Old Water Street and right again when you reach Channelside Drive. The
Aquarium is on your right. Another option is to take one of the two free trolleys that will operate
loop service between the hotel and the Aquarium throughout the evening. The first trolley departs
from the stop across the street from the hotel at 5:45 p.m.
NOTE: Your badge is required – it is your ticket to use the trolley and get into the reception.
2017 CONNECT | Updated 4/19/17
Page 9
THURSDAY, MAY 4
7:30 am – 1:30 pm
Registration Open
7:30 am – 8:30 am
Breakfast
Sponsored by LogoStore USA
7:30 am – 8:15 am
Overview of the Certified Cooperative Communicator (CCC) Program
Grab your breakfast and join the CCC program board to learn all about how to join the ranks of
Certified Cooperative Communicators. Ample time for Q&A will be provided. Attend this session
and submit your application by May 27 to get your $150 application fee waived!
Erin Campbell, CCC, Communications Manager, Iowa Association of Electric Cooperatives, Des
Moines, IA
8:30 am – 9:00 am
Co-op Case Studies
Sponsored sessions where vendors team up with co-ops to share their stories about successful
collaboration.
The Evolution of Personalized Video in the Energy Industry
Sponsored by Apogee Interactive, Inc
Personal video messaging can help electric cooperatives better educate members on their energy
consumption and support programs and services vital to today’s utility. Learn how personal video
messaging has evolved since the first pilot by Old Dominion Electric Cooperative (ODEC) in 2015.
This pilot was met with overwhelming, positive response from members and garnered
unprecedented member engagement. Today ODEC has expanded personal video messaging to six
of its member cooperatives. The outreach has now grown beyond bill explanation to support
demand response programs like “Beat the Peak” and storm preparedness videos. In this session,
attendees will review the results from 2 years of development, best practices, and lessons learned,
and hear how creating personal video messages has achieved extraordinary member engagement.
Cindy Smallwood, Account Manager, Apogee Interactive, Inc, Tucker, GA
Lauren Irby, Communications Specialist, Southside Electric, Crewe, VA
Realizing the Power of Engagement Through Apps
Sponsored by NISC
With the growing demands of living in a more connected world, today’s utilities are looking for
ways to improve the overall member and employee experience. The landscape that organizations
use to measure and to connect with each other is rapidly changing how we engage with each
other. In this two-part case study focused on increasing engagement, learn how iVUE AppSuite has
transformed how employees use apps to streamline processes and communications. Learn how
tools and features within SmartHub foster a greater, more meaningful connection with your
members.
Valerie Kniffen, Engagement Team Lead, NISC, Lake Saint Louis, MO
Bruce Hough, Energy Solutions Manager, Northwestern RECA, Inc., Cambridge Springs, PA
Mike Wilson, Manager of Communication and Community Relations, Eastern Illini Electric
Cooperative, Paxton, IL
Improving Member Communications using Topaz Form Tracking
Sponsored by Topaz Form Tracking
Do your members have problems? Questions? Requests? Join Iris Levin, Manager of Member
Services at GreyStone Power as she explains how she 'tames the beast' of member
communications using Topaz Form Tracking. Topaz provides accountability and accuracy with tools
such as forms, online signatures, email templates, document tracking, management reports and
more. A Topaz representative will also be on hand to answer your questions.
Michael Kaplan, President, Topaz Form Tracking, Dunwoody, GA
Iris Levin, Manager of Member Services, GreyStone Power, Douglasville, GA
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Maximizing Voter Participation: How One Co-op Convinced Over Half its Members to
Vote
Sponsored by Survey & Ballot Systems
Learn how one cooperative utilized promotion and technology to get out the VOTE! Join MiEnergy
Cooperative and Survey & Ballot Systems as they share the tips, tactics and strategies used to
exceed 60% voter participation in the 2016 Tri-County Electric and Hawkeye REC Merger vote.
Tony Hoff, Cooperative Account Manager, Survey & Ballott Systems, Eden Prairie, MN
Kaye Bernard, Chief Operating Officer, MiEnergy Cooperative, Rushford, MN
Look Great, Reduce Stress, Save Lives
Sponsored by Energy Education Council
Mountain View Electric’s members rave about their outstanding, award-winning safety
programming. Their commitment reflects the priority many cooperatives place on safety education
and risk management, yet few have the time or resources to treat member safety as a
priority. Learn how Mountain View saves 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 — and make you and your
cooperative look like rock stars to your members!
Kyla Kruse, Communications Director, Energy Education Council, Springfield, IL
Sarah Schaefer, Communications Supervisor, Mountain View Electric Cooperative, Limon, CO
Nikki Ricciardi, Communications Specialist, Mountain View Electric Cooperative, Limon, CO
A #RuralElectric Town Hall on Social Media
Sponsored by ARC Media
Join ARC media as we present a social media town hall format panel of your peers and our team
answering your questions, overcoming your obstacles, sharing our successes, and having a good
Tweetable time!
Gus Wagner, Partner, ARC Media, Jefferson City, MO
Melissa Shaw, Manager, ARC Media, Jefferson City, MO
Tonya Sexton, VP of Marketing and Communications, First Electric, Jacksonville, AR
Chasity Anderson, Communications Manager, Farmers Electric, Chillicothe, MO
9:15 am – 10:15 am
Breakout Sessions
Shooting Smart: The Video/Photo Playbook
Today’s digital landscape presents both tremendous opportunity for success and a morass of
products and software to get lost in. This session will help distill that information into winning
photography and video guidelines – from composition basics to iPhone camera secrets to handling
RAW image files. Bonus: Are you considering trying your hand at drone photo/videography? This
session will very briefly cover the basics of getting a license, training to fly a drone, and restrictions
you need to know.
Alexis Matsui, Multimedia Producer, NRECA, Arlington, VA
Denny Gainer, Multimedia Producer, NRECA, Arlington, VA
Stephen Reasonover, Senior Digital Media Advisor, NRECA, Arlington, VA
Who Touched the Thermostat? Turning Demand Management into a Member Benefit
For decades, cooperatives have deployed residential load control programs to manage peak
demand, typically using switches to cycle air conditioners and water heaters. The rapid consumer
adoption of advanced Internet-connected thermostats offers cooperatives a new option for
demand management that can also enhance member satisfaction and engagement. This session
will provide an overview of how smart thermostats can deliver member-centric demand response,
and will showcase a cooperative’s use of innovative marketing and promotional strategies to
launch a thermostat program in the summer of 2016 that surpassed all expectations for success.
Moderator: Dick Martin, Director, Demand Management, NRTC, Herndon, VA
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Brad Davids, Head of Demand Response Partnerships, Nest Labs, Palo Alto, CA
Nancy Matocha, Editorial Supervisor, CoServ Electric, Corinth, TX
Polish Your Presence: Advanced Social Media Tips & Tricks
Zombies, hedgehogs and Oreos… who knew social media could be so much fun? Learn how to
strategically play tag, create videos and gifs on the go, and avoid zombie outage posts. Get the top
five fast fixes for your Facebook page, explore live video pros and cons, add urchin tracking codes
(hello, hedgehogs) to your links, and learn how to cleverly advertise your social media channels in
print, at events and online. We’ll end with a list of reporting statistics you should share with your
boss to prove all this fun has value. This fast-paced advanced social media session will help you
polish your social media presence on Facebook, Twitter and Instagram.
Megan McKoy-Noe, CCC, Content Marketing & Development Manager, Ruralite Services,
Hillsboro, OR
Brianna McBride, Customer Correspondence Lead, CoServ, Corinth, TX
Repeat: Cybersecurity in Plain English
What’s the difference between a VPN and a DDoS? Are they nouns, verbs or adjectives? Come
learn basic cyber terminology and how to wield it with more confidence. This session will present
examples of the most likely cyber incidents that your co-op may face and show you how to explain
them to your colleagues and members. You'll walk away with a better understanding of key terms
and scenarios, in addition to potential talking points.
Moderator: Cynthia Hsu, Ph.D., Cybersecurity Program Manager, BTS, NRECA, Arlington, VA
Patrick Engebretson, Ph.D., Chief Information Officer, East River Electric, Madison, SD
Your Compass for Navigating a Rate Change
Three co-op communicators who have been through the “rate change ringer” talk through the
potential pitfalls of a rate redesign and how to minimize member unhappiness. This panel also
introduces a new rate change guide developed expressly for co-op communicators.
Moderator: Tracy Warren, Communications Manager, Public Relations, NRECA, Arlington, VA
Brian Brockel, Manager, Strategic Products and Services, Bandera Electric, Bandera, TX
Angela Catton, Manager, Member Relations & Development, Northwest Iowa Power Cooperative,
LeMars, IA
Jerri Imgarten, CCC, Manager of Marketing and Communications, The Victory Electric Cooperative
Association, Dodge City, KS
Solar 101: The Basics for Communication and Implementation
Touchstone Energy® Cooperatives Session
Love it or hate it, but don't be afraid of it! Solar energy is here to stay. Join us to learn the basics of
solar technology so that you can effectively understand it and communicate it to your memberowners.
Alan Shedd, Director, Energy Solutions, Touchstone Energy® Cooperatives, Arlington, VA
Michael Carite, Director of Business Development, Touchstone Energy® Cooperatives, Arlington, VA
10:15 am – 10:35 am
Refreshment Break
Sponsored by Pivot Group
10:35 am – 11:35 am
Roundtable Discussion Sessions
Here’s your chance to exchange ideas, strategies and solutions worthy of taking back to your coop. The best part is that YOU get to decide on the topics! Grab a sticker and vote for your favorite
topics by 5:00 p.m. Wednesday. The winning six will be selected and room locations will be
announced on the mobile app. This year’s discussion format will feature smaller group-within-thegroup discussions.
2017 CONNECT | Updated 4/19/17
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11:35 am – 1:00 pm
Lunch on Your Own
1:00 pm – 1:30 pm
Breakout Sessions
Ask an Expert Part 1: Communications Challenges
The 2017 Spotlight on Excellence Awards winners will discuss strategies for their best practices in
these two topic areas: large print projects and social media use in the cooperative world. You’ll
have the opportunity to speak with the experts in small groups and take home ideas and skills you
can apply to your own cooperative's needs. This session will be followed by Part 2, which will cover
two different topics.
Presenters TBD
Power Speak. Weak Speak. What Do You Speak?
A best practices session illustrating the perfect words that communicate confidence. See
interactive examples of the words and phrases that sabotage your authority as a communicator
and which ones give you an authentic voice of leadership.
Molly McPherson, Principal, Founder, Social Shift Media, Portsmouth, NH
Integrating Social Media into Customer Care
CoServ is connecting with current and next generation members across multiple channels every
day. From posting live outage reports and handling account inquiries on Facebook and Twitter to
resolving complaints via private message and blog posts, learn how social media can help
complement your customer service goals and extend your brand.
Brianna McBride, Customer Correspondence Lead, CoServ, Corinth, TX
Kilowatts & Brats: Taking Care of Your Millennials
They can do more than text without looking - learn how to engage the new largest generational
demographic in our country and how to start succession planning outside the walls of your
cooperative. Last year at CONNECT, David Ranallo and Sarah Cron introduced you to your
millennial member, this year they’ll recount how they advanced their millennial engagement
program, tell you about recent research and fun programs like “Kilowatts and Brats”. You’ll leave
with ideas and more information on the generation that you want to keep on your lines.
Sarah Cron, CCC, Marketing Manager, Cooperative Light & Power, Two Harbors, MN
David Ranallo, Leader, Marketing and Member Services, Great River Energy, Maple Grove, MN
It's Not What We Say; It's What Our Members Hear
We work in a highly technical field – one dominated by jargon and engineers. Too often our
consumers don’t understand what we’re trying to say. The Edison Electric Institute (EEI), in
partnership with the language strategy firm maslansky + partners, undertook a major consumerbased research project to help our industry communicate about what we do and the value we
provide in language consumers understand. They’ll lead you through some eye-opening findings
and will help you discover the exact words and phrases to use in order to effectively connect with
your members.
Patrick Buckley, Vice President, maslasnky+partners, Washington DC
Jeff Ostermayer, Senior Director of Media Relations, Edison Electric Institute, Washington DC
Building a Key Accounts Culture: It's Everyone's Job!
Touchstone Energy® Cooperatives Session
Thirty-nine percent of all electric co-op revenue comes from commercial and industrial members.
So why do so many co-ops have one or fewer employees dedicated to serving the unique needs of
those non-residential loads? Serving businesses is a team effort. Regardless of job role, we
encourage you to come see all the tools available to help your cooperative deliver optimum value
to schools, farms, data centers, retailers and more.
Scott Bialick, Sr., Business Development Specialist, Touchstone Energy® Cooperatives, Arlington, VA
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Michael Carite, Director of Business Development, Touchstone Energy® Cooperatives, Arlington, VA
1:45 pm – 2:15 pm
Breakout Sessions
Ask an Expert Part 2: Communications Challenges
The 2017 Spotlight on Excellence Awards winners will discuss strategies for their best practices in
these two topic areas catching your members' attention and taking your communications to the
next level. You’ll have the opportunity to speak with the experts in small groups and take home
ideas and skills you can apply to your own cooperative's needs.
Presenters TBD
Repeat: Power Speak. Weak Speak. What Do You Speak?
A best practices session illustrating the perfect words that communicate confidence. See
interactive examples of the words and phrases that sabotage your authority as a communicator
and which ones give you an authentic voice of leadership.
Molly McPherson, Principal, Founder, Social Shift Media, Portsmouth, NH
Snapchat 101
You know Snapchat is the fastest growing social media network out there, but how do you use it -and can it be leveraged for work? Get the 101 on Snapchat and walk away with strategies to use it
at your co-op without even creating an account.
Kristen Moorhead, Social Media Editor, NRECA, Arlington, VA
Repeat: Kilowatts & Brats: Taking Care of Your Millennials
They can do more than text without looking - learn how to engage the new largest generational
demographic in our country and how to start succession planning outside the walls of your
cooperative. Last year at CONNECT, David Ranallo and Sarah Cron introduced you to your
millennial member, this year they’ll recount how they advanced their millennial engagement
program, tell you about recent research and fun programs like “Kilowatts and Brats”. You’ll leave
with ideas and more information on the generation that you want to keep on your lines.
Sarah Cron, CCC, Marketing Manager, Cooperative Light & Power, Two Harbors, MN
David Ranallo, Leader, Marketing and Member Services, Great River Energy, Maple Grove, MN
Robocall Dos and Don’ts: Understanding the Telephone Consumer Protection Act
This session will provide a general review of the federal laws and regulations controlling robocalls
and texts. The technology can be great for communicating with members, but failing to follow the
law and regulations leaves your co-op with significant legal exposure. We will discuss recent
developments in the law and some practical considerations so you can avoid being called into
court.
Nick Pascale, Assistant General Counsel, NRECA/Touchstone Energy® Cooperatives, Arlington, VA
Let Touchstone Energy Make Your Job Easier
Touchstone Energy® Cooperatives Session
We know you are busy and don't always have the bandwidth, time or money to develop
advertising, marketing, HR or educational resources and training tools for your team. But not to
worry! We are here to help. Come join Touchstone Energy to find out how we can make your job
easier.
Ainsley Decker, Program Manager, Communications & Member Relations, Touchstone Energy®
Cooperatives, Arlington, VA
Anne Harvey, Director, Member Relations & Communications, Touchstone Energy® Cooperatives,
Arlington, VA
2:15 pm – 2:45 pm
Networking Break
2017 CONNECT | Updated 4/19/17
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2:45 pm – 4:30 pm
General Session 4

Closing Remarks
Phil Carson, President, NRECA

Concern for Community Presentation

The Promise of the Engagement Experience
Jason Hewlett, Hall of Fame Keynote Speaker
Is your brain spilling out of your ears? Are you bursting with great ideas? A little bit
exhausted? You’ve just spent several intensive days drinking from the firehose of new
knowledge, skills, resources, best practices and new contacts from across co-op nation. You
are excited and full of promises! Promises you are making to yourself, your co-op, your
members, your family. The real challenge is before you: how do you keep these promises? Let
Jason Hewlett show you a new perspective on goal setting and the engagement experience
with his keynote: The Promise. He’ll take you on a very unique and wildly entertaining journey
with popular music, comedy, characters, amazing impressions and stories that will lift your
spirit, make you laugh out loud, and most importantly, inspire and motivate you to fully
embrace the engagement experience.
Jason has delivered thousands of presentations around the world and performed in every
major casino in Las Vegas. One of the youngest inductees into the Speakers Hall of Fame, he is
also one of the 5% of speakers who have received the prestigious Certified Speaking
Professional Award from the National Speakers Association. Jason is the author of “Signature
Moves: How to Stand Out in a Sit Down World” and he is also known for his 2015 Facebook
post “I Saw My Wife at Target,” that has been viewed by more than 100 million people. He is a
one-of-a-kind keynote speaker and entertainer with a powerful message. Don’t miss this!
6:00 pm – 8:00 pm
Closing Celebration at Splitsville Luxury Lanes
Sponsored by NEST and NRTC
Channelside Bay Plaza
615 Channelside Drive
Best practices, tips of the trade, industry updates, new skills – your brain is bursting with great
ideas and new inspirations! Now it’s time to relax and enjoy your new friends before you head
back to your co-ops. Did you know that bowling is a sport for people who have talent to spare?
Join us at Splitsville, a cool vintage retro-style alley with a fresh spin on music, dining and
entertainment. It’s not your grandpa’s bowling alley! Enjoy great food, classy cocktails, excellent
food and fun times. We’ve got the place to ourselves!
Splitsville is located in Channelside Bay Plaza, a 15-minute walk from the hotel. Turn right outside
of the hotel and take Channelside Drive to Channelside Bay Plaza.
FRIDAY, MAY 5
9:00 am – 1:00 pm
Optional Post-Conference Tours (registration and fee required)
A note about timing: We are not able to guarantee the exact time we will return to the hotel as
Tampa area traffic is unpredictable. We will try to have you back by 1:00 pm, but it may be later. If
you are planning to catch a flight or do something else in the afternoon, it is important for you to
give yourself plenty of breathing room.
2017 CONNECT | Updated 4/19/17
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Seminole Electric Cooperative Solar Facility Tour
Note: this tour begins with a 30 minute breakout session that is open to all, even if you are not
going on the tour.
One of the largest G&T cooperatives in the country, Seminole just completed a 2.2-megawatt solar
facility under the Cooperative Solar Initiative. The Cooperative Solar Program started in Georgia
and provides a unique approach/roadmap for cooperatives who are interested in adding solar to
their energy portfolios. The tour will begin with a presentation at the Marriott by Ryan Hart,
Seminole’s Manager of Corporate Communications and Energy Policy, who will provide
background information about the project, including the Cooperative Solar Initiative marketing.
Participants will then go to Seminole’s Cooperative Solar field to tour the 8,000-paneled solar
facility. An engineer will be on hand to talk about some of the unique aspects of the system and its
grounds. There will be plenty of opportunities for photos, questions, and answers. Box lunches will
be provided.
Florida’s Natural Growers Cooperative
Florida’s Natural Growers cooperative was formed in 1933 by a group of citrus farmers. Its slogan:
“We own the land, we own the trees, we own the company” has prevailed for more than 80 years.
Florida’s Natural Growers is now the largest citrus cooperative in Florida and the second largest
orange juice producer in the country, representing more than 1,000 grower-members. In addition
to getting a tour of Florida’s Natural and visiting the Grove House and gift shop, you’ll get to spend
time with a member of Florida’s Natural Growers marketing team for an informal chat about how
another major co-op develops their messaging, handles social media, deals with devastating
weather events (sound familiar?) and more. Box lunches will be provided.
2017 CONNECT | Updated 4/19/17
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