Page 19 - November 2019 Council Meeting Notebook Online

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The 2019 Propane Market Analysis program fulfills the Propane Education & Research
Council's core management goals in the following ways: Provides the council staff with
adequate, reliable, and independent data for programmatic decision-making; provides
the annual and long-term planning process with market knowledge and insights,
Project Summary: business analysis, and information for effective planning; provides the measurement
and evaluation and Portfolio review processes with metrics by which to judge the
performance of programs and tools, as well as business outcomes.

These goals are accomplished by collecting market data followed by an assessment of
the data, plans, plan performance, and business processes.

PERC Project Grace Willis Working Group: Market Development and Outreach
Leader:

Outdoor Power Equipment
2020 Budget: $1,350,000 Remaining as of 10/2019: $1,350,000

22086: 2020 OPE Market Integrated
Project Title: Outreach Program View Executive Summary

Applicant / Swanson Russell
Primary Partner:

Funding Requested: $950,000 Total Project Cost: $950,000

The outdoor power equipment, or OPE, markets (e.g., commercial landscape, golf/turf,
utility vehicle, concrete finishing, light duty construction, etc.) are an important source of
new gallon growth for the propane industry independent of degree days. The industry
has successfully developed a diverse portfolio of small engine-based products that are
now commercially available. While the portfolio of equipment and market opportunities
continues to grow, many propane options have not yet achieved a substantial market
share in their respective markets. To continue market growth in all OPE segments, PERC
Project Summary: will focus on the continued pursuit and engagement of OEM and aftermarket equipment
manufacturers, as well as market and technical research partners to find new uses and
technology improvements. Also, in 2020, PERC will continue targeting new and existing
customers in the OPE markets through direct engagement and aggressive campaigns
utilizing new branding, messaging, and data-driven direct comparisons of propane
technology to traditional and other alternative fuels. The program is designed to capitalize
on the momentum of the prior year’s efforts to reach audiences nationwide through a
high-energy outreach effort utilizing insights from market research, data, and fact-driven
messaging campaigns, and a PR effort designed to get our messages and products in
front of the entire material handling market sales channel.

PERC Project Jeremy Wishart Working Group:
Leader: Market Development and Outreach

November 2019 Council Meeting
(Revised Oct. 30, 2019) Page 7