Lane Electric Cooperative:
Helping rural Lane County prepare for wildfire season
Lane Electric Cooperative (LEC) is a member-owned electric utility, dedicated to serving a community of nearly 11,000 members sprawled across 2,600 miles within Lane County, Oregon. In 2020, the Holiday Farm Fire devastated this community, destroying 500 homes and business. As wildfires have become an annual occurrence in this area, community safety hinges on the readiness of residents, private property owners, and local enterprises to safeguard their families, homes, businesses and land. LEC turned to the expertise of Quinn Thomas, entrusting us to craft a comprehensive brand strategy and communication program with the ultimate mission of enhancing public awareness and guiding LEC’s members towards the critical goal of wildfire preparedness.
Quinn Thomas partnered with LEC to gain a deep understanding of its audience. It became evident that LEC’s members predominantly reside in rural areas, with a substantial presence of retirees, often lacking high-speed internet. Of paramount importance was the understanding that wildfire season held a somber and painful significance for members.
This audience research served as the bedrock for crafting a comprehensive marketing strategy. The focus was on selecting communication channels tailored for older demographics and those with limited internet bandwidth. The campaign’s messaging centered around the principle of simplifying and making preparedness achievable. Furthermore, the campaign adopted a trauma-informed communications approach, aiming to educate and guide members through this challenging topic with empathy and sensitivity.
We then built a visually captivating brand that captured attention. The brand’s high-contrast designs were infused with Swiss vector elements, tailored to ensure accessibility while evoking a nostalgic connection to many members’ childhoods. The messaging adhered to a philosophy of simplicity and community, centering around a new tagline: “Get Wildfire Ready Together With Us.” The heart of the campaign was a fresh landing page that provided easily accessible preparedness resources. This page presented information in a user-friendly format, ensuring ease of viewing. To bolster our efforts, we then implemented a comprehensive marketing campaign leveraging paid social, radio and digital video advertising, owned media and earned media outreach.
Services provided for this project:
- Brand strategy
- Creative services
- Digital marketing
- Earned media
- Social media
Awards: PRSA Oregon 2023 – Spotlight Award for Public Service Campaign