NEW – CPA and PERC collaborate on propane industry initiatives

The CPA and the U.S.-based Propane Energy Research Council (PERC) recently met to discuss communications approaches. Of specific focus were those PERC messages that were resonating with their U.S. audience. 

They noted that their most successful campaigns are those based on testimony from the consumer – check out PERC’s Can-do-journal web page. 

However, PERC emphasized that it is not enough for national associations to market and advocate for propane. Individual companies within the propane industry must increase their voices in the national energy conversation and assert their commitment to reducing emissions to ensure energy equity and remain a viable energy option – with both business audiences and consumers. 

It is interesting to note that both PERC and the CPA unveiled new logos approximately at the same time, with very similar results. 

With the CPA’s new logo and approach to branding, the association's marketing strategies are also linking to the consumer. This includes the CPA’s recent social media campaigns, sponsorship of HGTV Canada’s Rock Solid Builds, which airs Jan. 27, and a revamping of the CPA website (while the current website has been modified to incorporate a more consumer-focus, a new website will be unveiled in late winter/early spring). The spring issue of Energized will also be focused on consumers' personal stories and how they are using propane in their everyday lives to reduce emissions and save. 

The CPA and PERC have a longstanding history of collaboration, sharing relevant information and research on communications tactics for the propane sector. 

The CPA will continue to work with industry coalitions, to adopt best practices and lessons learned.