Roy Willis, Energy Gumbo: Getting Comfortable with ‘Clean American Energy’

This week I travel to Kansas City where PERC begins filming several videos to support the Consumer Safety Preparedness Campaign that will hit millions of TV and computer screens right after Labor Day.

This is an important campaign for several reasons.

Certainly, the essential safety message is important: replenishing stockpiles of propane in tertiary storage is a top priority, especially after an extraordinary drawdown like we experienced last fall and winter. That’s important for safety because it significantly reduces the risk of running out of gas. That should not happen. America is definitely not running out of propane gas. We simply need to get more of it to where it is used — in millions of homes, businesses, farms, and fleets all across America.

This campaign is also an important milestone: for the first time since its consumer education function was restricted in 2009, PERC will deploy substantial communications assets to reach residential propane consumers. The Consumer Safety Preparedness Campaign message is different from the residential-oriented Energy Guys campaign that ran successfully between 2004 and 2008. Yet the two campaigns have something very important in common — visual images of a family at home with propane, images of comfort and convenience.

Another important aspect of the campaign is the debut of a new propane brand mark and theme line. The blue and red stylized eagle image and the PROPANE Clean American Energy™ theme line were extensively researched, and they resonated with consumers and our industry alike. This brand mark conveys strong messages that are important to homeowners, business leaders, farmers, and fleet managers.

Clean energy is important to all consumers. A naturally low-carbon, nontoxic fuel, propane emits fewer emissions than most motor fuels and electricity in many parts of the country. Yet it delivers comparable or superior performance in all manner of engines and appliances. It’s not a silver bullet; yet every bit helps, and using propane instead of other energy options will get the job done with less impact on our land, air, and water. That’s the very definition of clean, efficient energy.

Propane is truly an American energy resource. We produce more of it than any nation on Earth. In its distinct ways, propane is a valuable contributor to American energy independence.

This week in Kansas City, we begin translating the PROPANE Clean American Energy™ idea into multimedia content that will find its way onto TVs, computers, and mobile devices all across propane country. Consumers will hear and see the call to talk with their propane supplier about early fills and payment plans.

Are you ready? It will only succeed if we’re all in.

All in!

-RWW

Read more here.