4 minute read
PERC Adopts New “Energy for Everyone” Brand & Campaign
Seven years into promoting propane’s value as clean and American made, a fresh industry brand identity has been launched nationally to reflect the values that align it with heightened environmental concerns among millennial and Gen Z consumers, who represent a new generation of home buyers. These two generations represent growth opportunities.
In 2014, after a historically challenging winter choked supply, triggered price spikes and planted doubt about the reliability of propane, the industry responded by refreshing its identity to the PROPANE Clean American Energy® brand. Complete with patriotic red, white and blue eagle logo, the previous brand (now retired) reflected the fact that the United States was well on its way to becoming the world’s leading producer and exporter of propane and made more than enough to meet domestic demand. It also reinforced the idea that clean propane could help Americans meet their emissions reduction goals, stem climate change, and keep air, water, and soil clean for generations to come.
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As today’s worldwide quest for clean energy mounts, the movement to electrify everything threatens the viability of our industry.
Municipalities nationwide are banning traditional fossil fuels in homes and commercial buildings in response to global warming. Billions of private and public dollars are being pledged to electrify school buses, forklifts, vehicles, homes, and supporting infrastructure.
“The need to establish propane’s role in a low-carbon future has never been more critical. Propane must increase its voice in the national energy conversation and assert its commitment to reducing emissions as well as to energy equity to remain a viable energy option,” explains Erin Hatcher, senior vice president of communications and marketing for the Propane Education & Research Council (PERC).
A new brand, PROPANE Energy for Everyone™, launched on July 1, 2021. Don’t think you have gone to the wrong website for PERC. Even PERC’s website has a new brand image. “We need our brand identity to reflect the values that propane has always delivered but never promoted – the growing consumer preference for energy that is environmentally responsible, widely available, and affordable for all,” Hatcher emphasized. “PROPANE Energy for Everyone™ does just that.” Elements of the brand identity, including the logo, the tag line, and colors, emphasize propane’s eco-friendly benefits rather than its American source.
Hatcher said the new messages and identity resonated well among existing and prospective consumers in propane country as well as B2B audiences tested over the last several months. Those B2B audiences include construction professionals, fleet managers, agriculture producers and environmental thought leaders.
A second round of testing confirmed the new identity makes our audiences more interested in using propane or learning more about propane.
“The new messaging will help tell propane’s story of energy affordability and its role in reducing carbon emissions now and in the future. It also will make your customers feel even better about their energy choice,” she said. The retired logo.
Resources
PERC has created explainer videos, one-page summaries, onhold phone message scripts and a host of other materials available to download from propane.com.
Some of the initial resources developed include: • Energy for Everyone logos to add to your website, trucks and other own company marketing materials. • Energy for Everyone Card for CSRs & Drivers. Use the Energy for Everyone brand card to help strengthen the industry’s voice and assert our commitment to reducing emissions and ensuring energy equity. • Environmental Talking Points for Marketers. These talking points are for propane marketers to use when talking to homeowners and commercial customers. • Fact sheet for consumers on propane with highlighting ecofriendliness of propane. • Four on-hold phone message scripts for propane marketers that share new brand message - propane. energy for everyone.
As more creative and marketing materials are created as the campaign commences, more will be uploaded to PERC’s resource catalog at https://propane.com/resource-catalog/.
Request New Swags
To promote the new brand, just fill out the form at https:// propane.com/energyforeveryone/energy-for-everyone-swag/ and they’ll get a package of swag together, especially for you, while supplies last. New Phase
The next phase of the PERC campaign is developing digital ads, social media ads, radio scripts and other assets that propane marketers as well as state councils, foundations, associations can use.
Upcoming Webinars
PERC is hosting webinars on how to use these new assets digitally including social media.
cial Media. Social media platforms continue to be an inexpensive platform to reach consumers and influencers in your local community and across the country.
Wed, Sep 15, 2021 10:00 AM - 11:00 AM CDT Part 2
Digital Marketing. PERC will cover the basics of purchasing and measuring digital advertising and deploying your own website content to support the new brand and messaging efforts.
Propane marketers can register for these important webinars at https://propane.com/newsroom/events/.
For more information on this campaign or download materials, visit propane.com/energyforeveryone.
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