Our Work - Marketing
Public Affairs | Public Relations | Marketing | Creative Services
Client: Tennessee Propane Gas Association
Project: Comprehensive communications campaign
Awards:
The Challenge:
The Tennessee Propane Gas Association (TNPGA) turned to Peritus to raise awareness of propane as a home energy source. Preliminary research revealed that consumers had many misconceptions about propane while contractors didn’t receive enough contact from propane marketers to create a sense of loyalty to the product.
Realizing that the people who knew TNPGA and their product best were the retailers who dealt with it on a daily basis, we were tasked with providing TNPGA members with the proper tools to market their product.
The Solution:
Services used:
Peritus developed a three-pronged approach to effectively raise awareness of propane and its benefits.
Media Relations — Peritus developed an ongoing media strategy that secured a steady stream of media hits throughout the state on topics including safe grilling tips, the annual bobtail rodeo and how to use propane effectively in the home, raising overall awareness of propane and its benefits for consumers.
Internal Communications—Peritus created a step-by-step PR/Marketing 101 handbook. This handbook was delivered to TNGPA members during their annual meeting along side a presentation by Peritus that gave further details and examples for promoting TNPGA members’ businesses. The presentation also served as a workshop, allowing audience members to ask questions specific to their businesses. Following the workshop, members attended one-on-one breakout sessions with the Peritus team to develop marketing and media ideas to meet their individual needs.
Peritus also provided members with media angles and themes for the months following the meeting. These ideas were sent on a monthly basis to TNPGA member to keep them engaged in statewide efforts and provide ideas for their own local efforts. A website, complete with a refreshed logo, was developed for members to use in their outreach. We created a trade show display that members could use at community events.
B2B communications— Peritus designed and created a unique trade show booth that tied into the campaign themes and caught contractors’ attention, while showcasing specific benefits of using propane versus other energy sources through a creative visual. Once a trade show attendee stopped at the TNPGA booth, our client was able to engage in a conversation about propane benefits and capture their information.
The Result:
Since the inception of the communications campaign, TNPGA members have said they feel more confident contacting and working with the media and more informed of association happenings. Several members have also gone on to develop or redesign their websites.
Media hits were secured in outlets throughout the state that contained messaging that resonated with the public and addressed misconceptions. Additionally, a trade show booth was created for use at community events and trade shows.
Ginger Raffield, Executive Director of TNPGA said “Peritus did a wonderful job promoting the TNPGA message. Their knowledge of the state of Tennessee and skillful media relations exceeded our expectations for a propane awareness campaign.”
