Phase 2 of the large-scale communications initiative that APGA has taken the lead on developing is now complete. This phase began early this past summer once the initial Phase 1 was complete. APGA has been working with the public relations firm Porter Novelli for over a year on this initiative; and there were several partners for Phase 2 including Florida Natural Gas Association, Municipal Gas Authority of Georgia, Natural Gas Association of Georgia, Oak Ridge Utility District, Southeast Gas and Tennessee Gas Association. APGA would like to thank our partners for their support of this important endeavor for our industry.
This initiative that APGA has been working on with Porter Novelli has the goal of improving consumer perception of natural gas and increasing their consideration of natural gas use in the home. Phase 1 included such things as identifying a goal, audience and message map, in-person focus groups, and development of three campaign concepts. Phase 2, which was recently completed, included surveying of membership to know what marketing assets they needed, online consumer research to see which of the three campaign concepts resonated the most with people and what their media habits entail, and creation of a final campaign concept with style guide. The final campaign concept is called “Genius” and it is a new type of look and message for our industry to promote. Porter Novelli will be presenting the work done on Phase 2 during a webinar on November 15 at 3pm EST. Members can register at www.apga.org/webinars
The APGA Board of Directors approved funding for Phase 3 at the recent meeting in Chattanooga, Tenn. APGA will now work with Porter Novelli to deploy the Genius campaign. We plan on continuing to work with our partners and hopefully adding more partners for this next phase, which will be a three-year commitment. More information on Phase 3 will be made available in the coming months.
For questions on this article, please contact Audrey Anderson of APGA staff by phone at 202-464-2742 or by email at email@example.com