Xenophon Strategies

Midwest Independent Transmission System Operator

Midwest ISO: Rebranding a Non-Profit Organization

Rebranding effort recharged organization that rallied around its new image.

Project Highlights

• Facilitated messaging session
• Graphic design and rebranding
• Collateral materials development
• Editorial outreach

Background

Xenophon Strategies is the Agency of Record for Midwest ISO, a non-profit organization which operates the electric grid in 15 Midwestern states and Manitoba, Canada to ensure the reliable transmission of power. Xenophon works closely with Midwest ISO’s communications team to help build its reputation as a trusted and independent resource representing the electric power industry.

The plan created a foundation for Midwest ISO to have strong relationships with the national press and among its stakeholder audiences.

After initially developing clear messaging and a streamlined internal communications process, we worked with our client to create a strategic communications plan that positioned Midwest ISO as an independent authority. The plan created a foundation for Midwest ISO to have strong relationships with the national press and among its stakeholder audiences.

Much of Xenophon’s work involves developing outreach strategies, creating messaging and story ideas. In addition, Xenophon Strategies provides strategic counsel on communications issues and round-the-clock crisis support. We have begun the process of establishing the Midwest ISO as an industry-thought leader by placing articles in both national publications such as The New York Times and The Wall Street Journal and throughout regional outlets. We also have worked to establish relationships with non-trade media, offering trainings to executives and company spokespersons in order to maximize their effectiveness as voices for the company.

Tactics

In 2007, Xenophon worked with Midwest ISO and its strategic partner, The Stevens and Schriefer Group (SSG), to help define, reposition and build the Midwest ISO brand. This effort resulted in a new tagline, logo and lexicon used to discuss the organization.

Xenophon, in close collaboration with Midwest ISO, led a brand development process that included facilitated employee brainstorming sessions, integration of existing work into the brand, creation of an internal roll out and usage plan, creation of an external rollout plan, presentation of the brand materials to Midwest ISO officers, development of the brand promise and integration with existing key messages.

Xenophon partnered with Midwest ISO to create, debut and incorporate the new brand, tagline and logo into the organization’s corporate culture. This was accomplished quickly and effectively through a multi-faceted public relations campaign featuring brand-specific messaging and targeted marketing using non-traditional advertising. This effort led to a recharged organization that rallied around its new image.

Once Midwest ISO’s new brand and tagline, “Energizing the Heartland,” was developed, Xenophon worked with the organization to develop a targeted public relations campaign aimed at introducing the new image to stakeholders and employees. The initial step involved creating brand-specific messages that conveyed the organization’s pride in its Midwestern roots and embodiment of Midwestern values. Because of this, messaging made it clear that Midwest ISO’s employees are dedicated to their work; driven to provide the best product and innovative ways to improve; and inspired to create the most efficient and fair system possible for all of its stakeholders.

The created messages were then used during our proactive public relations initiative to develop supporting marketing and advertising. Our targeted marketing effort featured an all-hands meeting during which an in-house produced video was shown that introduced the new branding, its background and its meaning. Midwest ISO’s Chief Executive Officer also addressed the employees to emphasize the importance of the new brand. Brand ambassadors, strategically picked and high-visibility employees, were also tapped to answer employee and stakeholder questions on the new brand.

Once the new brand was introduced, Xenophon assisted Midwest ISO in incorporating the logo and tagline in all existing materials, creating a proper usage manual and ensuring that all employees were well versed in the brand’s meaning and importance.