1. REBRANDING

2. PREPARED FOR: Twin Lakes

3. Three Brands

4. Keep the current TLTC logo, remove “telephone” Update the logo for the Cooperative only Brand all three companies under one umbrella name Change the Cooperative and Communications logos only, and keep OnWav as it appears now Branding Options

5. Option 1 Keep the current TLTC logo, remove “telephone” PROsCONs Familiarity – Customers know the Twin Lakes Logo Just removing “Telephone” is not a big enough change for customers to notice the wide scope of services Twin Lakes has to offer Get rid of undesirable associations – Telephone does not reflect our current service offerings and future development Cost being spent on removing “Telephone” only would not be efficient spending Not taking advantage of updating our positioning of the company by just removing Telephone

6. Option 2 Update the logo for the Cooperative only PROsCONs Functional Brand Name and Logo – Important to reflect the service offerings in the brand name and logo as well Cost Good timing – New building, service rollouts, taking telephone out already Time consuming Opening ourselves to new services and markets – this is the moment to give us a New Direction as a company Negative Reaction at First

7. Option 2 (cont.) Update the logo for the Cooperative only PROsCONs Adds motivation and jump start to employees – showing another way of how we are moving forward as a company with our services Customer and Employee Confusion (long term) to only change the Cooperative logo and not address any further logo changes for OnWav and Communications Company has technologically changed since logo was created and we will have continued service growth Only changing the Cooperative logo will result in higher advertising cost in the long run due to Communications and OnWav logo staying the same Tree and Water do not reflect the current services

8. Option 3 Brand all three companies under one umbrella name PROsCONs The word cooperative is perceived to be more negative than positive. It is not synonymous with technology, growth or the latest and greatest services we have to offer. Overall Cost Good timing – New building, service rollouts, taking telephone out already Time consuming Gives distinct representation of the services offered with a sub-name under Twin Lakes Negative Reaction & Confusion at First, but in the Long run it would grow

9. Option 3 (cont.) Brand all three companies under one umbrella name PROs Twin Lakes is the name customers recognize – not the telephone cooperative name – important if you change the name under Twin Lakes – the logo must be changed to see the development. Added motivation and jump start to employees – showing another way of how we are moving forward as a company with our services Company has technologically changed since logo was created and we will have continued service growth Avoids brand confusion for Employees and customers if logo is universal Functional Brand Name and Logo – Important to reflect the service offerings in the brand name and logo as well The current logos do not reflect the high tech services we offer. There would be greater flexibility for marketing and advertising – allowing advertising and marketing dollars to be maximized. Aids in Marketing to the younger generation – who are beginning to make financial decisions

10. Option 4 Change Cooperative and Communications, keep OnWav the same PROsCONs It is important to maintain a universal image for the logo of Twin Lakes to reduce confusion Overall Cost – 95% Of Respondents from the Survey Pivot conducted were unaware of the OnWav brand. This will result in heavy advertising costs and trying to develop the perception of a brand new company. Ability to branch out with appearance of new company Time consuming Brand Confusion for employees and customers

11. Option 4 (cont.) Change Cooperative and Communications, keep OnWav the same CONs Customers will eventually find out OnWav is a Twin Lakes Service Customers would like more information on OnWav before switching, according to the Survey Pivot conducted. The Twin Lakes name has a better familiarity then OnWav.

12. Examples of companies that have decided to make the switch to a new, updated logo and name change. Canby Telephone Association rebranded to Canby Telecom

13. The company began as Canby Telephone Association. Add subsidiary “DirectLink” for TV, LD, VM and Internet Added “Web-ster” for Internet only. Consolidated down to CTA and Web-ster when closed TV. Added TV back (2005) and needed to consolidate brands – chose new name and brand CanbyTelcom to represent all services.

14. Multiple companies – phone, Internet, wireless Five Oregon locations, “Cascade Telephone”, “Cascade Access” etc. One Arizona location “Mesquite Telephone” etc. Changed to one name and brand for all “Reliance Connects”

15. Examples of companies that have decided to make the switch to a new, updated logo and name change. UBTA-UBET Communications Rebranded to Strata Networks

16. The company began in 1948. They changed their brand name in 2009. Their website lists the legal name of the company is still UBTA-UBET Communications. They do business under the STRATA Networks name for advertising purposes. They describe how they have moved forward for their customers – adding layer upon layer, strengthening and building upon the cooperative’s original foundation.

17. It allows Starbucks to branch off of its core brand and sell additional branded product lines such as tea, pastries, and not just stand alone coffee.

18. After 25 Years, Microsoft made headlines when it changed its italicized logo and changed to a more updated, colorful look. Microsoft is an example of a functional brand name – Microsoft – for the software they create. Microsoft took its inspiration from their products offered and created the new design. 1987 2012

19. Comcast changed its logo to look like the NBC logo since it acquired 51% in 2011.

20. After comparing the pros and cons of the 4 options for rebranding and researching other company rebrands – It is recommended to follow through with option 3: Change logo to be universal under one umbrella name for all 3 companies – Cooperative, Communications and OnWav. There are many companies who have gone through various logo changes through their decade’s long histories. The question is, “Why?” When companies have changes in their organization, sometimes it is the clear choice to reflect those changes with an updated look to their company. Recommendations

21. Each brand and company evolves at its own pace through the years. Not every specific change should be reflected in one logo, however, creating a logo that reflects the overall services of the company is important. It is also important to evaluate the company brand and image when introducing multiple new company products and services, which Twin Lakes is currently doing just that. The timing is perfect for this switch that we believe is essential to Marketing Campaign Success and the success of the Company as a whole. Recommendations

22. The older demographic is the majority of our current customer base according to our recent survey conducted by Pivot. While we agree Twin Lakes should stay a part of the name and logo, we feel a much more modern, high-tech logo and marketing campaigns are needed to attract the younger generation, which is the most technologically driven. Whether someone new is coming into our service area or our current customers become interested in additional services, we want to ensure those individuals understand what we have to offer and can visually see our growth.

23. Recommendations Marketing and Advertising will be much simpler financially and technically. Campaigns will have that updated feel to them as well. The benefits gained from rebranding to one unified logo with functional brand names attached highly outweigh the cost and as we make these changes and it will create a positive reinforcement to our company culture. Now is the time to make the rebranding change.

24. Discussion

25. Next Steps

26. THANK YOU