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Propane Industry Prepares For An Exceptional Year
Propane Education & Research Council Distributes Materials to Help Marketers Communicate Key Benefits of Propane
February 10, 2000
February 2000-The propane industry is kicking off 2000 with a new themeline that is being introduced to marketers nationwide in an announcement card distributed by the Propane Education & Research Council (the Council) in February. The themeline-Propane. Exceptional Energy-has been developed to communicate propane's unique benefits-clean, efficient, good value, reliable and trusted.
The Council, which developed the themeline as part of its nationwide consumer education initiative, is encouraging all propane marketers to include the logo on marketing materials such as brochures, advertising, presentations and equipment, i.e., tanks, trucks and cylinders. The line is not intended to replace company logos on marketing materials, but to support these logos with an umbrella statement about an extraordinary product-propane gas.
'We believe this line captures the real essence of an exceptional energy source-propane gas,' said Propane Council Chairman Daryl McClendon, president, Platinum Propane, Hinsdale, Illinois. 'It is our sincere hope that the industry will adopt this themeline and use it as a unifying message to elevate the overall image of propane gas with both current and potential customers,' added McClendon. 'It is important for America to see a united propane industry.'
The distribution of the card to launch the themeline is the first in a series of mailings designed to assist marketers in their promotional efforts. Additional materials will be distributed throughout February and March and will include the following:
- Themeline slicks and usage guideline
- Key messages regarding the benefits of propane
- A crisis communications plan
- Fact sheets on propane and propane safety
- Press releases on propane safety and uses
- A video that showcases propane's exceptional image
- State advertising materials - print, radio, billstuffers and billboard artwork
- Materials will be designed to communicate the key benefits of propane as described in the following strategy statement, prepared by the Council with Wirthlin Worldwide, its research partner.
Propane fulfills energy needs by burning cleanly and efficiently, giving consumers more value for their energy dollar. It is a trusted and reliable energy source used by millions of Americans every day-for heating and cooling, cooking, drying clothes, lighting and even gas fireplaces.
Propane has many recreational, industrial, agricultural and commercial applications. It can be taken places no other fuel can reach. It is a leading alternative fuel for automobiles and trucks, and is widely used for forklifts and other special-duty vehicles and engines. Consumers can count on propane wherever and whenever they need it.
PROMOTING THE SAFE, EFFICIENT USE OF PROPANE GAS.
1776 K Street, NW, Suite 204
Washington, DC 20006
TEL: 202-452-8975 FAX: 202-452-9054
The Council has established a toll-free telephone number (1-888-963-7372) to help propane marketers obtain these and other marketing materials developed by the Council.
The Propane Education & Research Council was authorized by the U.S. Congress with the passage of the Public Law 104-284, the Propane Education and Research Act (PERA), signed into law on October 11, 1996. The mission of the Propane Education & Research Council is to promote the safe, efficient use of odorized propane gas as a preferred energy source.