Case Study
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GO-Live Date
March 31, 2025
Trusted Web Experts
Charlie Stanley
Web Solutions Architect
Leanna Thesken
Project Manager & Marketing
Stacey Horton
Layout Design
Nikki Vanderkooi
Content Strategy & Quality Assurance
Tabi Kashif
Content Integration
Mehran Aziz
Web Developer
Zeeshan Aziz
Web Developer
Kenneth Kimbrell
Web Developer
Beth Leffel
Website Launch
Deanna Frimann
Resource Allocation
Goals
Services
Region
Floor Plan
Blueprint
Overview
A Unified Voice, Reimagined Online
The Washington Rural Electric Cooperative Association (WRECA) exists to advocate for the unique needs of consumer-owned electric utilities in Washington State. Representing rural electric cooperatives and mutual companies, WRECA needed a website that matched the strength and clarity of their mission. With a focus on being modern, transparent, and easy to engage with, they partnered with Powerful to redesign their site—bringing forward-thinking design and intuitive features that reflect their unified legislative voice in Olympia.
Representing a Modern, Forward-Thinking Voice
To communicate their mission more effectively, WRECA implemented Powerful’s Springwater promotional-based blueprint– a flexible design system great for advocacy-driven organizations. The new homepage features prominent promotional sections that pair bold imagery with short, strategic text and clear buttons, guiding visitors toward top-priority content.
These sections make it easy for WRECA to elevate key initiatives like legislative advocacy, youth programs, and how they support members statewide. For example, instead of burying their legislative goals in lengthy paragraphs, a bright promotional section now leads visitors directly to this crucial information with one click. The visual hierarchy and visitor-friendly layout help WRECA present themselves as an approachable and proactive organization prepared to lead.
The result is a homepage that feels current, focused, and intentional– supporting WRECA’s commitment to being a modern voice for rural electric cooperatives in Olympia.
Building Trust Through Transparency
As the collective voice of small mutual and cooperative utilities, WRECA needed a way to visually showcase who they represent. Powerful’s Resource Directory web app made that possible, creating an interactive “Members” page that highlights each organization with its logo.
Clicking into any member reveals a brief description of the utility along with a direct link to their external website. This simple yet effective structure provides a more complete picture of WRECA’s network– and makes it easier for stakeholders to explore the work of each member cooperative firsthand.
By clearly displaying both logos and links, the directory encourages transparency while reinforcing the unity of WRECA’s membership. Legislators, media, and community partners can now engage with member organizations without needing to search elsewhere, creating a stronger bridge between local co-ops and statewide advocacy.
Leadership in the Spotlight
WRECA also aimed to make their leadership more visible and accessible. Utilizing Powerful’s Staff Directory web app, the new “Leadership” page introduces each board member by name, title, and affiliated utility—all arranged in a clean, card-style format.
Each profile includes a LinkedIn icon that links to the leader’s professional page, inviting deeper connection and making it easier for external stakeholders to reach out. This format removes guesswork for visitors who want to understand who’s guiding WRECA’s direction.
By giving leadership a dedicated space with thoughtful design and functional tools, WRECA reinforces its commitment to openness, professionalism, and building relationships at every level.
Challenges
As part of WRECA’s mission to engage more effectively with its members and stakeholders, the organization identified an opportunity to simplify how visitors register for its biggest event of the year— the Energy Summit. WRECA recognized the value in offering a more streamlined, centralized process to support the needs of both longtime participants and first-time guests.Their goal was to make it easier for people to complete registration from start to finish in one place, while ensuring the experience reflected the professionalism and care that goes into the event itself. By lowering barriers to entry and meeting visitors’ expectations for modern convenience, WRECA aimed to boost participation and make their annual summit even more accessible.
Solutions
To support that goal, WRECA partnered with Powerful to build a custom registration form directly on their website using Powerful’s Forms web app. The form includes all the essentials—fields for attendee details, optional vendor booth participation, spouse registration, and even a space for promotional codes. Everything is presented in a clear, organized format that makes the process easy to follow.In addition, Powerful integrated Authorize.net for secure, PCI-compliant credit card processing, allowing visitors to pay for their ticket directly through the form without leaving the site. This one-stop experience keeps the entire process in a single, familiar environment—removing unnecessary steps and making registration as smooth and stress-free as possible. The visitor experience remains smooth and uninterrupted. Visitors are guided through a secure transaction without being redirected or bounced between unfamiliar sites. This approach maintains trust and continuity—giving visitors confidence that they’re still interacting with WRECA throughout the entire process. It also reduces friction by keeping everything—from registration to payment—contained in one clear and familiar workflow.
Results
With registration now hosted entirely on the WRECA website, the Energy Summit experience begins with clarity and convenience. Visitors can sign up, submit payment, and receive confirmation—all in one visit. This new process supports WRECA’s goal of increasing engagement by making it easier for people to take that first step and participate.The streamlined system also reinforces WRECA’s commitment to being a forward-thinking, member-centered organization. By offering a modern, all-in-one solution that’s easy to navigate, the new registration form encourages more interaction, reduces hesitation, and helps WRECA connect with attendees in a more efficient, accessible way.
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Team Comments
It’s great to see WRECA’s new site up and running. I’m excited to see how it helps charge their Energy Summit and future events. It was a privilege to work alongside their team to support their goals and help uplift the cooperative spirit that drives everything they do.
Project Manager
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