The Propane Education & Research Council (PERC) is asking the industry to comment on a proposed $10 million consumer education campaign scheduled to launch in April at the NPGA Southeastern Convention & International Propane Expo in Nashville, Tenn.
The council will hold a special meeting Feb. 18 in Dallas to consider the new program. The program is designed in the first stage to familiarize and ultimately sell residential consumers on the benefits of propane-fueled appliances in new and existing households. PERC selected The Richard Group, a Dallas-based branding agency, in December as the project’s lead vendor.
According to project information, officials are looking to launch a three-year campaign that implements a multimedia strategy and also offers materials for use by propane marketers and state propane associations. The campaign would help strengthen consumer perceptions of propane, which have slipped in the years since PERC’s last consumer education campaign in 2008 and the federal government’s six-year restriction of its consumer outreach activities beginning in 2009, PERC’s project description states.
PERC acknowledges a tight timeline for the campaign in its project description. The rollout is planned just 16 weeks after The Richards Group came on board and the Nielsen Group was chosen to carry out a national research study on consumer trends.