THE SOURCE - Summer 2017 - 27

marketing matters

Look Closer: One Year of Service
to Natural Gas Utilities

O

n February 3, 2016, APGA
launched its first-ever marketing
campaign called Look Closer.
For years, the APGA Marketing & Sales
Committee discussed the need to
supply APGA members and the natural
gas industry as a whole with a unified,
national-level marketing campaign. The
idea was to have a wealth of resources
that utilities could access and use. These
resources would all have the same
branding, look and feel, but also allow
systems to personalize with their own
logos and information. This unified
brand would be a way for the industry to
unite and inform American consumers of
natural gas benefits.
Then in 2015, with the increased work
of APGA's Direct-Use Task Group, the
Look Closer campaign was developed.
The APGA Marketing & Sales Committee
has representation on this task group
and works closely with them to ensure
appropriate messaging. The task group
more so works to deliver the natural gas
direct-use message in an advocacy forum
to policymakers in Washington, D.C.,
and they have done so very effectively.
Yet, there was still a need to deliver
that natural gas direct-use message to
American consumers across the country.
The message would be slightly different
from what is used to communicate with
policymakers, but the underlying notes
would be the same. So over the course of
2015, the Marketing & Sales Committee

along with the Direct-Use Task Group
endeavored to create the Look Closer
market campaign aimed at providing
APGA members with free resources to
marketing natural gas. This would also
help achieve long-term goals of tying
in the direct-use messages used for
advocacy purposes, and allow us to have
that unified national-level marketing
campaign that had been discussed for
a while.
APGA worked with Crabtree Ink to
create the look and feel of the campaign
along with material development, such
as brochures, a PSA, and advertisements,
and the Look Closer campaign was
finalized and launched in February

A winning move.

2016. All of the materials and branding
information became housed at
www.apgalookcloser.com. In the first
day of the campaign launch, about 70
users registered for the materials. A few
months after the Look Closer launch, we
made the materials available industrywide meaning that non-members
including investor owned utilities and
other associations could download and
distribute the Look Closer materials.
Since then, about 130 organizations
have accessed the materials. New
materials including a 2017 calendar
and billboard ads have been made and
added to the collection.
continued on page 28

Game time is the perfect time to look
closer at the future of American energy.
Tomorrow's fuel is here today...at home in
abundance. America's natural gas is the
cleaner, more reliable, more affordable
and more efficient energy alternative,
offering a local solution to a national
challenge.
It's time to look closer at a resource that
provides greater stability and versatility
while delivering lower costs and emissions.
Contact your natural gas provider to look
closer at a local resource that can serve
your family and community for generations
to come.

Company Name
Contact number 000.000.0000
web address

THE SOURCE | SUMMER 2017, VOL. 9, ISSUE 4 27


http://www.apgalookcloser.com

Table of Contents for the Digital Edition of THE SOURCE - Summer 2017

First Person
APGA Events
Q&A: Representative Walden
A Conversation with an APGA Member
Look Out Your Window
Winning Insight into Gas Losses
Electrify, Electrify
Furnace Rule Update
Legislative Outlook
The Pipeline
Marketing Matters
At Last
THE SOURCE - Summer 2017 - bellyband1
THE SOURCE - Summer 2017 - bellyband2
THE SOURCE - Summer 2017 - cover1
THE SOURCE - Summer 2017 - cover2
THE SOURCE - Summer 2017 - 3
THE SOURCE - Summer 2017 - 4
THE SOURCE - Summer 2017 - 5
THE SOURCE - Summer 2017 - 6
THE SOURCE - Summer 2017 - 7
THE SOURCE - Summer 2017 - 8
THE SOURCE - Summer 2017 - First Person
THE SOURCE - Summer 2017 - APGA Events
THE SOURCE - Summer 2017 - 11
THE SOURCE - Summer 2017 - Q&A: Representative Walden
THE SOURCE - Summer 2017 - A Conversation with an APGA Member
THE SOURCE - Summer 2017 - 14
THE SOURCE - Summer 2017 - 15
THE SOURCE - Summer 2017 - Look Out Your Window
THE SOURCE - Summer 2017 - 17
THE SOURCE - Summer 2017 - Winning Insight into Gas Losses
THE SOURCE - Summer 2017 - 19
THE SOURCE - Summer 2017 - Electrify, Electrify
THE SOURCE - Summer 2017 - 21
THE SOURCE - Summer 2017 - Furnace Rule Update
THE SOURCE - Summer 2017 - Legislative Outlook
THE SOURCE - Summer 2017 - 24
THE SOURCE - Summer 2017 - 25
THE SOURCE - Summer 2017 - The Pipeline
THE SOURCE - Summer 2017 - Marketing Matters
THE SOURCE - Summer 2017 - 28
THE SOURCE - Summer 2017 - At Last
THE SOURCE - Summer 2017 - 30
THE SOURCE - Summer 2017 - cover3
THE SOURCE - Summer 2017 - cover4
THE SOURCE - Summer 2017 - outsert1
THE SOURCE - Summer 2017 - outsert2
THE SOURCE - Summer 2017 - outsert3
THE SOURCE - Summer 2017 - outsert4
THE SOURCE - Summer 2017 - outsert5
THE SOURCE - Summer 2017 - outsert6
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