PERC prepares to fund 2017 consumer education campaign

October 9, 2016 By    

The Propane Education & Research Council (PERC) is seeking comments on three funding requests, including more than $8 million for the second year of its consumer education campaign, ahead of its Nov. 2-3 meeting in Naples, Florida.

According to its project description, the 2017 campaign is designed to continue raising consumers’ awareness of propane, improving their perceptions of the fuel and making them more receptive to propane marketer sales messages. PERC is working again with branding agency The Richards Group, which created a multimedia campaign based on a dog named Blue. PERC spent $10 million to launch the campaign this year.

The council is also accepting comments on a residential and commercial market outreach program (totaling about $1.9 million) and its Partnership with States program ($1.5 million).

The residential and commercial market outreach program, with Swanson Russell as the lead vendor, will target individuals and organizations that are critical to the specification of propane and propane applications in homes, commercial facilities and on job sites, including builders, general contractors, architects, engineers and building owners.

Earlier this year, the future of Partnership with States, which historically has provided $1.8 million annually to fund programs that target external audiences, appeared in doubt as the council faced budgetary challenges coinciding with the launch of its new consumer education campaign. But after receiving feedback from a number of states, PERC left the program intact for 2017, albeit at $1.5 million. The program supports joint efforts with the states by providing funding for consumer education, consumer safety, end-user training and market development projects. It targets audiences such as residential consumers, builders, farmers, landscapers, fleet managers and fire service personnel.

PERC is accepting comments by mail (1140 Connecticut Ave. NW, Suite 1075, Washington, D.C. 20036) or email (info@propane.com) through Oct. 31.

Brian Richesson

About the Author:

Brian Richesson is the editor in chief of LP Gas Magazine. Contact him at brichesson@northcoastmedia.net or 216-706-3748.

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