THE PROPANE EDUCATION & RESEARCH COUNCIL (PERC)
High-energy content marketing delivers sales in gallons
Challenge: The Propane Education & Research Council (PERC), which promotes the safe, efficient use of propane as a preferred energy source, wanted to strengthen its market position with construction professionals and home builders. The goal: increase propane sales through the delivery of qualified leads to propane marketers and retailers.
Solution: We developed a content marketing program that delivered credible, relevant information our audience valued enough to register for. Registration was key to gathering the information necessary to provide propane retailers with qualified leads. At the heart of the program was buildwithpropane.com, a content-rich website full of certified training and job-site resources for construction professionals.
Results: We increased the number of qualified leads our client was able to deliver to its retail network by more than 50 percent. Audience engagement increased substantially over time, in both the number of unique visits to buildwithpropane.com and the average time spent on site. Propane was able to take market share from other energy sources in several key segments.