Driving Public Trust
How Truscott Rossman Secured a Victory for Grand Haven Board of Light and Power
Ensuring the Future of a Vital Community Utility
I. Summary
In 2023, the Grand Haven Board of Light and Power (GHBLP) faced a significant challenge when a ballot proposal threatened to dismantle the utility and eliminate its independently elected board. Truscott Rossman was brought in to develop an educational campaign that informed voters about GHBLP's role and ensured continued trust in its operations. Through a strategic, non-partisan approach, Truscott Rossman successfully engaged the community, leading to a decisive victory at the ballot box.
Key Results
70% voter support to retain GHBLP as an independent entity.
Broad community engagement through direct mail, media relations, and social media.
Increased public awareness of GHBLP’s reliability, sustainability, and affordability.
II. The Challenge
In the lead-up to the November 2023 election, GHBLP faced a critical ballot proposal aimed at dissolving the utility’s governance structure. This posed a significant risk to the continuity of GHBLP’s services, the stability of electricity rates, and community oversight. As a non-partisan public utility, GHBLP needed to educate voters without engaging in political discourse. The key challenge was ensuring that ratepayers and business owners understood the implications of the proposal and the value that GHBLP provided. A failure to effectively communicate this message could have led to the utility’s dissolution, impacting service reliability and local decision-making.
Our Strategic Approach
Truscott Rossman implemented a comprehensive educational campaign focused on clear, fact-based messaging. The goal was to inform, not persuade, ensuring the community knew how to make an informed decision.
Key Tactics
Messaging Development: Created three key messaging frames around GHBLP’s reliability, sustainability, and affordability.
Direct Mail & Bill Inserts: Sent targeted mailers to ratepayers with educational content.
Media Engagement: Partnered with local media outlets, including the Grand Haven Tribune, to ensure widespread coverage.
Internal Discovery: Conducted interviews with GHBLP staff and board members to refine messaging.
Earned Media & Social Media Management: Crafted press releases and managed GHBLP’s social media channels to amplify the campaign’s reach.
III. Implementation and Execution
Truscott Rossman took a multi-pronged approach, ensuring seamless execution across all communication channels.
Key Actions
Community Outreach: Direct engagement with business owners and stakeholders to reinforce messaging.
Content Development: Created and distributed educational materials to counter misinformation.
Strategic Media Placement: Published op-eds and news statements in local publications to maximize visibility.
Digital and Social Media Strategy: Managed GHBLP’s social media presence, responding to public inquiries and ensuring a consistent, fact-based narrative.
Through these efforts, Truscott Rossman maintained an unwavering focus on community education, avoiding partisan debates while highlighting the essential role of GHBLP.
IV. The Results
The campaign resulted in a decisive win for GHBLP, with 70% of voters choosing to retain the utility’s independent governance structure.
Key Outcomes
Strong voter turnout in favor of maintaining GHBLP.
Increased community trust in the utility’s long-term vision.
Enhanced public awareness of GHBLP’s value as a local energy provider.
GHBLP remains a trusted, community-driven entity, delivering reliable and affordable energy services.
Key Takeaways
Community education is crucial for fostering public trust and enabling informed decision-making.
A non-partisan approach can be highly effective in issue-based campaigns.
Integrated media strategies that combine direct mail, digital outreach, and traditional press yield a significant impact.
Truscott Rossman’s Value Proposition
Truscott Rossman’s expertise in bipartisan communication and strategic messaging proved critical in ensuring GHBLP’s continued operation. Our firm remains committed to helping organizations navigate complex public challenges with clarity and effectiveness.