Power Anchorage – Yuit Communications

YUIT COMMUNICATIONS

Power Anchorage - Yes on 10!

For decades, Anchorage had discussed consolidating Municipal Light & Power (ML&P), the city-owned utility, and Chugach Electric Association, a member-owned cooperative. The proposed $1 billion sale of ML&P to Chugach was intended to eliminate duplication, improve efficiency and generate savings for ratepayers.

After the Anchorage Assembly unanimously supported exploring consolidation, voter approval was required to complete the sale. Proposition 10 was placed on the April 2018 ballot, giving Chugach just eight weeks to educate voters and build support.

Chugach launched the independent Power Anchorage campaign on January 30, partnering with Yuit Communications.

Two is not better than One

YUIT produced this video for the Yes on 10 campaign to build public support for Proposition 10 and communicate the benefits of consolidating Anchorage’s electric utilities. The video helped simplify a complex issue and connect the measure to its potential benefits for local ratepayers.

Savings and Efficiency

YUIT produced this video for the Yes on 10 campaign to help explain the benefits of consolidating Anchorage’s two electric utilities. The video breaks down how consolidation could create greater efficiency, eliminate duplication, reduce costs, and generate long-term savings for local ratepayers. It was designed to make a complex issue easier to understand while building support for Proposition 10.

Research & Strategy

A December 2017 baseline poll showed 42 percent of voters supported consolidation, 37 percent opposed it and 24 percent were undecided or neutral.

The challenge was making a complex utility transaction easy to understand in a very short timeframe. Research identified key concerns around transparency, the pace of the deal and political perceptions.

Our strategy focused on three things: simplify the issue, communicate transparently and reinforce that consolidation had been discussed for decades.

A mid-campaign poll and focus groups helped identify priority audiences and refine messaging, particularly among conservative voters in specific areas of Anchorage. Support reached 50 percent midway through the campaign.

Execution

Power Anchorage used an integrated campaign across its website, social media, direct mail, newspaper, radio, television and digital advertising. Creative featured trusted voices from across the community, including business leaders, Assembly members, conservatives, moderates and longtime Alaskans. Messaging combined straightforward information with humor to make the issue more accessible.

Results

Proposition 10 passed with 65.08 percent voting yes and 34.92 percent voting no, one of the largest margins of any race on the ballot. Support increased from 42 percent in December to 65 percent after eight weeks—a 23-point increase.

The campaign demonstrated how focused investment, research and disciplined communications can help voters understand a complex public issue within a highly compressed timeline.