Feature
Texas Launches New Propane Advertising Campaign
pane Energy for Everyone campaign on a state level for Texas. PERC is offering states that participate a 2-for-1 match. For every dollar Texas invests, PERC invests $2 more for a state media buy with a maximum of $100,000 in matching funds for Texas. ProCOT will invest $50,000 and get $100,000 from PERC for a total media buy of $150,000. Campaign Timeline
The digital campaign will span 12 weeks and cover all 254 counties. October 1 -31, 2021 November 1-30, 2021 December 1-24, 2021 About the Campaign
ProCOT in partnership with PERC will place programmatic web ads, social media, and digital radio to reach consumers with this propane awareness campaign. Our programmatic ads will target up to 9 million Texans. These web ads will “In the long list of benefits propane has over its competitors, the most critical may be its availability to all who deserve access to energy: Everyone.” This message from the Propane Education & Research Council (PERC), which recently launched the Propane Energy for Everyone brand, will be at the center as it kicks off a national advertising campaign this month with the help of its state counterparts. PERC has invited the Propane Council of Texas (ProCOT) to participate in advertising efforts by joining in a media campaign to augment the national Pro-
14
Texas Propane • www.txpropane.com
follow web users in Texas homeowners on top-tier sites across the internet, optimized to users who engage with the ad. The site does not matter, it’s based on where they live (their IP address). The ads will drive Texans to www.procot. org/energyforeveryone where they can learn more about propane. Digital audio is cost-effective with a better return on investment than traditional radio or Sirius satellite radio that you think of listening to when you are in your car. People listen to music and radio in a variety of ways, from running to working to cooking and cleaning. According to Audiencex.com, digital radio boasts more focused and engaged listeners. There is no dead air with digital radio. It is not limited to airing drive times/peak listening time and hoping someone hears it. Ad served per Texas user, triggered by pressing play on Pandora or commands like: “HeySiri”play96.7FM/1310AMTheTicket “Hey Google” play 99.7FM KCBY “Hey Alexa” play 97.1FM Country Legends
