The Propane Education & Research Council (PERC) announced the rollout of a new consumer education campaign prior to the start of the NPGA Southeastern Convention & International Propane Expo on Friday in Nashville, Tenn.
PERC President and CEO Roy Willis told a propane industry audience at the PERC Update about a campaign that will focus initially on promoting the benefits of propane to residential consumers. It will target consumers 35 to 65 who have limited or no access to natural gas, the council says, and use television, radio, print and digital methods to reach the audience.
The $10 million program, the work of PERC, industry volunteers and branding agency The Richards Group, will feature the banner “Proudly Propane” and a dog named Blue. Blue will help tell propane’s story and work to improve the public’s perceptions of the fuel.
“Blue is going to be a very interesting character for us, traveling with his bobtail driver, a propane man,” Willis says. “In a subtle way, it will help us create a sense of encouragement of young men and women … that maybe this propane business is not a bad one to get into.”
In announcing the new campaign, Willis reflected on PERC’s past consumer outreach initiatives, including its “Exceptional Energy” banner, and how the council overcame a six-year government restriction last year that allowed it to pursue a new program.
“It’s an opportunity for us to work together to make sure our message reaches as many potential customers and existing customers as possible,” Willis says. “Whether Exceptional Energy or Proudly Propane, our ultimate goal is more gallons, more customers.”