National Rural Electric Cooperative Association: Voices for Cooperative Power
NRECA approached my design team with the challenge of engaging co-op members that could help make the biggest impact in conversations about energy policies. To do so we observed their current base of followers and used data to distinguish 4 different unique groups for outreach, ultimately developing a website and a suite of media to target them where they were most active.
NRECA was unsure of their target audience. We needed to find a way recruit the appropriate users along with ensuring enough diversity for political relevance.
Leveraging industry-leading market research we narrowed down 4 segments that represented the majority of NRECA's follower base.
To generally appeal to multiple audiences, we leveraged friendly, illustrative styling and a grassroots color palette to guide users through the engagement process