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Millions of Impressions Garnered in 2023
essions Garner
ed in 2023
Millions of Impr
for the Environmental Grant Program
f or the Envir onment al Gr ant Pr ogr am
By : J ane y W hi t ne y
By: Janey Whitney

he Environmental Grant Program, a joint initia-
tive of the Alabama Propane Gas Association
(APGA) and the Propane Education & Research
TCouncil (PERC), recently wrapped up its 2023
initiatives. Running from May 1 to July 31, with bonus
extensions from August 31 to October 22, 2023.
APGA and PERC aimed to communicate the
importance of propane to multiple generations by em-
ploying diverse platforms such as radio, internet ads, TV
commercials, and YouTube. Internet campaigns helped
to engage younger audiences accustomed to this rapid-
ly expanding digital age. By utilizing this comprehensive
approach, APGA and PERC successfully bridged gener-
ational divides, ensuring widespread awareness of pro-
pane as a sustainable energy solution and emphasized
propane's benefits for households and businesses. The
campaign achieved remarkable outcomes and spread
its message to millions of viewers over these platforms.

National Propane Campaign Garners Impressive Met-
rics and Growth Trends

During the campaign period in 2023, PERC's
national initiative garnered an impressive 338.7 mil- Alabama's Environmental Grant Program: Successes
lion views and 237.8 thousand clicks on its banners and Growth with PERC
across various digital platforms. These metrics stand Alabama's Program achieved resounding
as a testament to the effectiveness of PERC's outreach success through this partnership with PERC, demon-
strategies and the resonance of its messaging within strating the importance of collaborating on outreach
the target audience. efforts. Through use of display banners, audio clips,

Comparing the performance to the metrics re- and online video content, APGA generated over five
corded in 2022, the growth trajectory of PERC's digital million impressions and successfully communicated
footprint becomes even more apparent. The campaign propane’s effectiveness as a sustainable energy source.
witnessed a notable 34% increase in views, indicating This widespread outreach led to 3,853 website visits;
a heightened visibility and exposure of PERC's mes- the noteworthy aspect lies in the fact that 6% of these
saging to a broader audience. Moreover, there was a visitors returned to the website, indicating a high level
remarkable 94% surge in clicks, signifying a substantial of interest and engagement among the audience.
improvement in audience engagement and interaction Moreover, the engagement metrics on the propane.
with PERC's content. Perhaps most impressively, the com/now page have grown, with the supplier button
click-through rate experienced a robust 28% increase, accounting for 17% of the engagements.
highlighting the campaign's ability to effectively compel Alabama's Program, in partnership with PERC,
users to take action and explore further. The propane. stands as a shining example of the transformative pow-
com/now national webpage, which serves as a pivotal er of collaboration in advancing outreach efforts. By
hub for engagement and information dissemination, harnessing the combined strengths of strategic mes-
also observed a remarkable 114% rise in new users. saging and diverse digital channels, the program has

18 Alabama Propane Gas Association | March / April 2024