JSR did an incredible job pulling together Pioneer’s first Strategic Plan. From facilitating group discussions with the Board to delivering a finished product, it was a truly efficient and well run process!
Strengthening Digital Engagement for Electrification Programs
Pioneer Community Energy
Social Media
Problem Statement
Pioneer Community Energy is a locally owned electricity provider serving parts of Northeastern California, offering competitive rates, reliable service, and a not-for-profit alternative to investor-owned PG&E. As the most affordable Community Choice Aggregator (CCA) in California (as of 2023), Pioneer provided customers with 15-20% savings over PG&E. Despite these advantages, public participation and brand recognition remained lower than desired.
Residents lacked awareness of Pioneer’s cost savings and benefits, and the organization needed a stronger digital presence to better engage with the community. Pioneer sought a strategic approach to improve public perception, increase participation, and establish itself as a trusted local energy provider.
Goal
Pioneer Community Energy engaged JSR Strategies to:
- Gain insights into public perception and sentiment.
- Raise public awareness of Pioneer’s value and differentiate it from investor-owned utilities.
- Publicly prioritize local engagement by actively listening to customers and fostering relationships with residents and businesses.
Social Media
Results
JSR Strategies developed a comprehensive digital engagement strategy, which included:
- A tailored social media strategy guide with best practices for content creation and audience engagement.
- An annual editorial calendar to align messaging with key milestones, seasonal trends, and customer concerns.
- Defined key performance indicators (KPIs) to measure engagement, reach, and impact.
- A suite of branded graphic templates to maintain visual consistency and enhance content appeal.
- Sample social media posts designed to educate, inform, and encourage community participation.
JSR Strategies provided Pioneer Community Energy with the tools and framework needed to elevate its digital presence, strengthen community relationships, and drive greater awareness of its value proposition. By leveraging strategic content planning and visually compelling graphics, Pioneer now effectively communicates its mission and engages its audience more meaningfully.
Sam Kang
Chief Operating Officer, Pioneer Community Energy