Validating the Accuracy of Propane Marketing Claims

Client: The Propane Education & Research Council
propane tanks claims handbook cover market area icons used in handbook agriculture handbook section with technology categories

Project Overview

Nexight Group validated nearly 200 propane marketing claims for the Propane Education & Research Council (PERC) to ensure the accurate and consistent messaging in propane industry-wide communications and designed a handbook to make these claims more accessible to PERC’s communications partners.

Need

PERC strives to provide impactful statements that make the benefits of propane resonate with its audiences. PERC needed to ensure the accuracy of their marketing claims and the consistency of their range of communications materials from the different communications firms that write content on PERC’s behalf.

Our Solution

We validated more than 200 quantitative and qualitative claims for PERC and organized them in a visually appealing, easy-to use claims handbook. Starting with a list of PERC’s existing claims, we conducted research to find authoritative sources to support the accuracy of each claim and ensure that they are up-to-date. We documented any necessary assumptions or notes and performed calculations to make the claims more meaningful to the propane industry. To make it easier to navigate through the claims, we designed a handbook that subdivides the marketing claims by technology area (i.e., general propane claims and claims specific to the agriculture, propane autogas, off-road engine fuel, and residential and commercial sectors). The handbook design uses icons and color coding to increase scannability, includes bookmarks that enable users to quickly jump from the list of claims to the section with detailed calculations, and indexes each claim by relevant keywords to allow users to search for claims related to a specific topic.

Impact

PERC distributed the Usable Claims Handbook to all of its communications partners and has used it to standardize and increase the accuracy of messaging across the propane industry.