Fueling a movement

The American Public Gas Association, the only not-for-profit trade organization representing America's publicly owned natural gas local distribution companies, represents the interests of public gas before government agencies and other key stakeholders while also organizing meetings, seminars and workshops aimed at maximizing the safety, reliability and efficiency of public gas systems, and improving the regulatory environment in which they operate.

APGA members sought to have a consistent, unified marketing campaign with materials that they could use in their own communities.  APGA challenged Crabtree Ink to develop a cohesive campaign that could be easily adopted by its members and would clearly communicate to consumers the benefits of natural gas.

After a discovery phase that included interviews with subject matter experts, Crabtree Ink developed a campaign under the intriguing headline: “America’s Natural Gas – Look Closer.”

The campaign invited consumers to more closely examine the benefits of natural gas.

The resulting campaign assets, including a unifying logo, clear messaging, crisp print ads, eye-catching outdoor displays, video content for traditional and social media, a printed brochure and an easy-to-use style guide, the campaign was accessible to all member companies through a user-friendly media site, allowing each company to download templates, customize content and quickly produce marketing materials.