The Richards Group to direct PERC’s new consumer education campaign

December 14, 2015 By    

The Propane Education & Research Council (PERC) has selected The Richards Group of Dallas to lead a multimillion-dollar consumer education campaign that will launch next year.

The firm’s task is to design a campaign that will persuade existing propane customers to buy additional propane-fueled equipment, PERC says. The campaign will also introduce prospective propane customers to a variety of in-home applications. This includes messaging about space heating, water heating, cooking, clothes drying, and fireplace applications.

PERC Chief Marketing Officer Dennis Vegas, whom the council hired this year, is the staff lead for the campaign.

A team of industry leaders headed the agency search. It included Scott Brockelmeyer of Ferrellgas and Kirk McCullick of Growmark, chairman and vice chairman, respectively, of the PERC Advisory Committee’s Market Outreach and Training Working Group. Vegas and PERC Director of Communications Gregg Walker were also instrumental in organizing the agency search, the council says.

The consumer campaign will represent the first major outreach to home-heating customers and other consumers since the U.S. Commerce Department lifted a restriction on PERC activities in April. The restriction, triggered by a Commerce Department analysis of energy prices, had been in place since August 2009.

“We have a great story to tell. Now that the restriction is lifted, it is time to move forward with a consumer education campaign that drives growth and promotes the value of propane applications,” PERC President and CEO Roy Willis says in a press release. “Done right, communicating the benefits of our fuel and the products that use it will change consumer attitudes and behavior toward propane.”

About the Author:

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

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