PERC approves funding for national energy conversation initiative

February 20, 2009 By    

PERC has approved details of a $6.2 million plan designed to raise propane’s profile in the national energy conversation. The funding will go toward establishing a strong brand position for propane as a clean fuel that is readily available to reduce greenhouse gas emissions while meeting basic energy needs.

Reviewed and recommended by an industry task force earlier this month, the national energy conversation initiative consists of four elements: advertising, public relations and media outreach, public education and industry engagement. The initiative includes the umbrella message about propane (being clean, reliable and available now) that should help the entire industry and complement PERC’s marketing plans.

In December, the council authorized PERC and its lead communications agency, Colle+McVoy, to begin the research, measurement and planning elements of the national energy conversation initiative. This latest action authorizes the rest of the plan.

Meeting by conference call, the council also approved funding for the following grants:

• $183,662 to PERC for the API survey, which determines the 20 percent allocation to states.

• $155,000 to PERC for a U.S. propane infrastructure and deliverability study.

• $75,000 to PERC for research and development of a state appliance rebate protocol.

The council next meets on April 2-3 in Atlanta.

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