Client:

Basin Electric

Industries:

Energy

Services:

Strategy and Planning
Audience Engagement
Creative Development

Basin Electric partnered with Paulsen to develop a messaging campaign that connects the importance of energy reliability to everyday life in rural America. The goal: help co-op members understand where their power comes from, why it matters, and how Basin continues to serve as the backbone of their communities.

Focus on Reliability

At the heart of the campaign is a simple truth—reliable energy powers our way of life. Paulsen worked with Basin to craft a message platform that speaks to the people who rely on energy every day to run farms, keep schools open, and fuel small businesses. The campaign doesn’t just talk about reliability—it shows it through real stories, everyday moments, and the people who depend on Basin to keep going when times get tough.

Outcome: Reliable Energy for Our Way of Life

The theme “Reliable Energy for Our Way of Life” communicates the most crucial benefit to members - reliability to every corner of rural America. From portraits of local families and businesses to illustrations showing the strength of the cooperative model, every element reflects Basin’s deep investment in rural places. Additional creative approaches highlight Basin’s innovation, adaptability, and growing renewable portfolio.