Situation

In 2002, the Federal Energy Regulatory Commission (FERC) proposed to restructure energy markets throughout the United States. A coalition of Northwest electric utilities hired Cocker Fennessy to assist them in opposing FERC’s proposals, which would have increased costs and risks for the region’s electricity system.

Cocker Fennessy helped the utilities organize a campaign called “Northwest Power Works” that involved civic, consumer, labor, business and senior groups. The campaign strategy was to inform congressional decision-makers and the public about the risks associated with electricity restructuring, with the goal of having FERC exempt the Bonneville Power Administration and the Northwest energy market from its proposals. A second coalition, of public utility regulators throughout the country, grew out of this effort.

Cocker Fennessy's Work

• Developed grassroots strategy including outreach to utility and non-utility groups, government and media relations, advertising and other public information activities.
• Created campaign identity, tagline and logo.
• Wrote and produced key messages, talking points, mission statement, newsletter articles, FAQs, position papers, sample resolution, op-ed, news releases and letters to industry leaders and congressional delegations.
• Oversaw the development of the project's web site.
• Coordinated logistics, conducted media outreach, produced materials and prepared speakers for news conference to launch campaign.
• Reached out to more than 60 utility groups and more than 25 statewide and umbrella stakeholder and special interest organizations to inform them about the issue and recruit them to participate in the coalition.
• Enlisted organizations representing more than 1.3 million ratepayers in the Northwest region.
• Placed op-eds in local newspapers throughout Washington and Oregon.
• Coordinated communications with FERC and federal legislators.

Outcome

The campaign gained the support of utility customers, the Northwest congressional delegation and many leading organizations and individuals in the region. The issue received widespread coverage in the media, and nearly every daily newspaper in Washington and Oregon published editorials critical of FERC’s restructuring proposal. The Northwest campaign galvanized opposition to restructuring in other regions of the country. FERC eventually abandoned its proposal.

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Updated 12-21-07