safety and market development – gate 3: executive summary · propane autogas market and those who...

Version 7.2018 1

SMD DELIVERABLE TO GATE 3

Safety and Market Development – Gate 3: Executive Summary

Applicant Information Docket Number: 22111 Project Title: 2020 Autogas Integrated Outreach Program Organization: Propane Education & Research Council Amount Requested: $1,200,000 Total Project Cost: $1,200,000 Other Funding Organizations/Amounts: Start Date: 1/1/2020 End Date: 4/30/2021 PERC Team Leader: Michael Taylor Lead Vendor: Swanson Russell

Executive Summary (completed by PERC staff) Project Summary Propane autogas continues to be an important, dependable and sustainable growth source for the propane industry. The markets for all propane vehicle types and fuel systems are increasing as new state of the art technologies are developed, certified and successfully commercialized. Sustainable annual growth in unit and gallon sales is realized in the bus markets, yellow and white, and we see an increase in the truck, van and chassis markets. Recent deliveries include Denali National Park, Acadia National Park, Schwan’s Foods and Nestle Waters. San Diego MTS, DART and many others Also worthy of noting is the continued upgrades in the autogas refueling capabilities at hundreds of U Haul locations around the country. U Haul’s expansion is not only increasing public refueling infrastructure but is providing fleets with competitive, convenient fuel which is helping to drive sales.

More high demand vehicle types and engine options are scheduled for launch in 2019 and 2020 with development, certification, integration, and commercialization almost a certainty for offerings for school bus, medium duty trucks and chassis and aftermarket options for class 1-7 vehicles. The increasing complexity and costs of today’s diesel technology, the high cost of CNG adoption and the uncertainty surrounding electric vehicles is forcing fleet managers to take a closer look at propane autogas as a potential source for the fleet fuel. This is an advantage we can capitalize on. Affordable refueling infrastructure and infrastructure maintenance compared to both conventional fuels and other alternatives strengthen the case for autogas as the option to reduce operating costs for fleets big and small.

The program goals and strategy is to: • Grow the autogas market through industry adoption, development of certified applications, service networkscommercialization support of applications in the market.• Develop, certify and successfully commercialize a new MD crossover vehicle for the propane industry that will

transition to other market vocations and applications.• Increase customer service and support through the development of a national training, service and

maintenance network which will improve customer service and support for all fleets.• Engage OEM's, distributors, dealers and service networks via on site meetings, regional and state propane

events and trade shows.• Educate, engage and encourage propane marketers to purchase propane fueled vehicles for their fleets and

promote propane autogas in their communities.• Engage, educate, train and support propane marketers that are actively and successfully selling into the

propane autogas market and those who want to enter this market.• Identify, track, and benchmark market trends to adjust product development and messaging to meet market

needs.• Target transportation directors, fleet managers in key verticals: propane industry, delivery, beverage,

paratransit, law enforcement, tow/recovery,• Engage key market influencers – CEOs/CFOs, maintenance directors/technicians, Clean Cities and other air

quality management and sustainability organizations.• Continue the education of they key messaging pillars which include environment, health, savings, safety,

efficiency, reliability, innovation and lowest total cost of ownership.• Increase awareness of both OEM and certified bi-fuel conversion options for fleet managers in all markets.

Version 7.2018 2


• ·Maintain key strategic partnerships with NTEA, NAPT, NASDPTS, Clean Cities, national labs includingArgonne and SwRI, among other organizations and agencies.• Educate on safety, innovation and efficiency messaging with a Back to School PR campaign and digital media

targeting influencer audiences such as parents, school board members, school administrators school businessofficials and private contractors.• Continue to utilize tradeshows as a platform to interact and engage with end users, promote propane autogas’

advantages and benefits, intervention and resolution of existing propane issues and support all manufacturingpartners.

There are several market dynamics to consider as the 2020 program is being developed.

Opportunities to capitalize on: • Funding available through the VW Mitigation Trust settlement that started in fall of 2018 with a life span of 10years in most states.• Millions of dollars in new funding available at the state level which has not been aggressively pursued in the

past sales cycles.• Leverage strong real-world emissions research work and findings from WVU showing propane significantly

(96%) reducing NOx in testing against clean diesel.• Leverage the Georgia State University study that links higher student test scores with lower school bus

emission levels.• Higher or uncertain gasoline & diesel prices.

Threats to minimize/attack: • Shifting competition with conventional and alternative fuels in all markets - gasoline, clean diesel and electric

vehicle sales continue to increase as high initial purchase prices for EV's are offset with available federal andstate funding.• Propane industry fleets may elect to not purchase propane vehicles due to lack of confidence in the available

vehicles and fuel systems and support.• The continued downward and affordable pricing trends for gasoline and diesel is a persistent barrier to

adoption by all fleets for all alternative fuels.• The continued increase of funding awards provided for diesel and electric vehicles which are directly related to

a lack of awareness by most VW mitigation and state agencies about the varying level of tailpipe emissionscertifications for different fuel types.

2020 and beyond: • Ensure we have appropriate funding in 2020 to support the potential launch and support of new high demand

engines, fuels systems and hybrid vehicle product development which will supplies propane options for thepropane industry, national parks, transit and para-transit buses as well as the Type D school buses.• Continue to investigate and pursue opportunities to develop and provide incentives for refueling infrastructure

and quick connect nozzle incentive programs and which will expand national refueling capabilities and increaseoverall sales.

The goals will be supported through paid media, public relations, email marketing, direct mail, development of new content – video, info-graphics, newsletter content, photography, case studies to support our digital marketing campaign, and continued partnership with key organizations such as the National Association of Pupil Transportation, National School Board Association, National Truck Equipment Association, and Clean Cities coalitions.

Trade shows and events will continue to be a significant effort of this program. Speaking, sponsoring and exhibiting at events like The Work Truck Show, ACT Expo, Government Fleet Expo, STN News Expo, National Association of Pupil Transportation Annual Conference and Tradeshow, among others, are priorities. In 2018, PERC launched an Autogas Answers program to bring quality propane programming to Clean Cities coalitions and we continued the program in 2019 with increased success over the prior year. The program has produced positive results regarding awareness, education, funding and influenced purchases of a number of vehicles. The program should continue into 2020 to reach more fleet managers on a state and local level. Strategic Importance

Version 7.2018 3


PERC’s consumer awareness and business development efforts in the propane autogas market will utilize the experience and feedback provided by members of the Autogas Project Team to develop a strategic targeted marketing and outreach approach to promote new and existing propane autogas vehicles to fleet decision makers by employing the Total Cost of Ownership (TCO) messaging strategy that showcases the lifetime benefits of propane autogas performance, reduced maintenance, and lower repair costs that are essential to growing market share and combatting low gasoline and diesel prices. EMPHASIS: • Strategic and targeted outreach, product development, training and after sale support, encouraging propane

industry adoption of propane vehicles.• Provide market development resources for propane industry use• Focused school bus market outreach.

PERC Council’s 2020-22 strategic plan aspiration statement places high priority on increasing uses and users. In addition, the strategic has targeted substantial 25% growth within the propane industry by 2022. The propane industry owns and operates a large captive fleet that includes bobtails as well as trucks for cylinder exchange, service, maintenance, tank setting, flatbed transport and pickups, sedans and SUV’s for manager and staff and only a small percentage of the fleet is powered by propane autogas.

Most, if not all, of these vehicles can be replaced by new modern and efficient propane autogas powered engines or converted with state-of-the-art EPA certified fuel systems which consume propane autogas as the primary motor fuel. The replacement or conversion of these vehicles provides a significant opportunity to increase the propane industry’s propane powered vehicle population, increase annual demand for propane consumed by the industry and provide significant fuel and maintenance costs savings for marketers throughout the industry by replacing diesel and gasoline vehicles which equates to millions of dollars.

PERC will engage and utilize the experience of the newly formed Autogas Project Committee to develop a three-year strategy designed to increase uses and users in the propane industry. PERC will create a landing page on the PERC website designed specifically for propane industry companies and fleet managers which will provide a domain for all resources, information and data that is required to make educated and informed purchasing decisions. PERC will continue to actively communicate the benefits and savings that other markets, like school transportation, are realizing through reduced overall fleet ownership and operations costs and the compounded annual savings over the lifecycle of their vehicles. And PERC will continue with our ongoing efforts to develop new modern, efficient, state-of-the-art engines and fuel systems for vehicles specifically designed for the propane industry’s needs

When acquiring vehicles, more fleet managers are performing detailed due diligence and taking a closer look at the total cost of ownership (TCO) that includes not only the cost of the vehicle, but also the cost of fuel, preventative maintenance, warranty coverage, out of warranty repairs, downtime, refueling infrastructure installation and modification and maintenance of facilities. The TCO message is especially attractive to VW mitigation agencies, state transportation and environmental agencies and Clean Cities officials seeking a cost-effective means to secure environmental, social and economic benefits.

Over the years, PERC has made significant investments to develop and certify fuel systems and engines for high demand propane autogas vehicles. The propane autogas B2B campaign will leverage those investments by highlighting the real-world experience of those who have adopted and deployed propane fleets, by addressing challenges and barriers to greater propane autogas adoption, and by supporting the commercial launches of both OEM vehicles and aftermarket fuel systems in the market. PERC will target fleet managers, school transportation directors and private contractors, dealers/ distributors, as well as providing the propane industry with the resources and tools needed to sell more propane autogas and grow demand in their service areas. Budget Impact Category: Autogas Year Total: $1,200,000 YTD Remaining: $1,200,000 Remaining if Funded: $500,000 Three Year Funding History for Similar Dockets Year Docket Budget $ Actual $ Results 2019 21765 $1,200,000 TBD

Version 7.2018 4


2018 20969 $1,303,000 $1,256,000 Monthly PR program, paid media campaign, creation of new video case studies, factsheets, photography, voice of customer research, partnerships with ITA, and market data purchase.

2017 20633 $1,446,800 $1,209,813 Monthly PR program, creation of case studies, factsheets, partnerships with ITA, and market data purchase.

Success Measures Describe the desired outcome of the project / measurement of success.

Ultimately, success in market growth will be determined by the annual increases in uses and users so it is imperative that the business development strategies, tactics and activities must align with and be fully supported by the integrated marketing campaign. Enhanced messaging and education that fully supports and encourages market growth is required in all markets.

The integrated marketing campaign will continue to be a predominantly digital campaign driving traffic and engagement on the new propane.com. This program will support that by development engaging content and offers for the Can Do Journal (blog), new quarterly Autogas Refuel newsletter geared toward fleet/warehouse managers, purchasing agents, and distributors/dealers in the material handling market with the intent to drive engagement with website users to intent to purchase. To support tradeshows and events, creative will need to be developed for show booth, signage and giveaways.

Conferences, tradeshows and events continue to be a key activity in this program – NTEA Work Truck Show, ACT Expo, Government Fleet Expo, BusCon, School Transportation News Expo, National Association of Pupil Transportation Annual Conference, School Bus Connex, School Bus Summit, Work Truck Exchange, as well as our new to 2018 program Autogas Answers – allow the propane industry to get in front of fleet managers, key influencers in the market, provide hands-on experience with vehicles and refueling infrastructure and hear from peers who have successfully implemented propane autogas into their fleet. We follow a speak, sponsor and exhibit strategy for all events and tradeshows. Events and tradeshow also facilitate the opportunity to meet with sales channel partners, key market influencers, government representatives as well as OEM partners.

The majority of the media buy will be digital, with a few print placements in key industry trade publications. That media buy will leverage the integrated marketing campaign creative with a universal call to action of Propane Can Do That, all under the Propane: Clean American Energy brand. All content will be added to propane.com to improve the content available for this market, including content development for the new quarterly e-newsletter. The program will highlight the key propane advantages, customer testimonials, case studies, and clear examples comparing propane to other fuel types operating in the marketplace. Collateral and sales tools will be made available via the propane catalog on propane.com for industry use. Content will also be delivered through propane industry events, engagements with sales channel partners, and end-user targeted local and regional events.

Return to List of Funding Requests (on Councilor Portal)

Return to Table of Contents

https://propane.com/propane-council/funding-requests-for-consideration/

https://propane.com/wp-content/uploads/2019/11/November-2019-Council-Meeting-Notebook-Online.pdf

Version 7.2018 5


Safety and Market Development – Gate 3: Project Details

Project Title: 2020 Autogas Integrated Outreach Program Docket #: 22111

Product Details (Completed by applicant) 1. Market / Audience Rationale Who is the target audience? Why is the target audience important? What is the geographical reach (national, regional)? What input have you received on the project concept from the market/audience? What market research has been done in support of this project? What is the urgency of the project?

This program will provide quality content in this key propane industry market space that can be used by propane marketers, dealers and distributors, OEM’s and certified aftermarket partners. A key will be communicating its availability to the propane industry and dealer/distributor networks for utilization. The program draws on the talent and experience of Autogas Project Committee and PERC project managers working to manage these activities and will work closely with the PERC communications and industry programs team to share information and resources. The main project contractor, Swanson Russell, brings significant expertise in B2B outreach efforts concise communications messages and collateral. This program will need a strong industry champion, task force and industry support to find the right messaging, case studies, and other support materials necessary to protect and grow this market.

Materials, messaging, and all over assets development by this program are used to support customers, both internal (propane industry) and external (school districts, private contractors, public and private fleets) as purchase decisions are being made and for support after sale. 2. Development What content will be created? Who will create the content? How will the content be created? What existing content will be leveraged? What is the level of difficulty to create the content? What are the possible challenges in creating the content?

PERC has years of experience and this reduces or eliminates challenges with content creation. PERC will continue to seek out and act upon the guidance provided by propane industry volunteers to create content for market outreach and communications programs. Outreach and communications activities to the autogas market has been steadily increasing and alignment under the Propane Can Do That call to action will continue to further our efforts. This program will need the support of the Autogas Project Committee which will provide the propane industry champions, subject matter experts, and dedicated industry volunteers needed to continue to develop meaningful and compelling messaging and impactful user testimonial across market stakeholders – both internal and external.

PERC will engage and collaborate with lead agency, Swanson Russell, to support this program. Having been our agency of the last 7 years, Swanson Russell has solid understanding of propane and our organization and programs. They have helped lead a successful school transportation campaign over the last 4 years as well as other targeted campaigns.

Through this program, PERC will continue our ongoing work with multiple OE partners and their equipment dealer and distributor networks as well as our network of aftermarket partners to engage sales reps, educate the market on safety, efficiency and new technology, engage fleets with real-world data, and, ultimately, measure intent to purchase.

Training of existing and new technicians and mechanics needed to maintain and repair propane autogas vehicles and fuel systems continues to be a high priority for the propane industry. The program with NAFTC has provided a solid curriculum and training foundation which leverages efforts to train and educate through marketing to this

Version 7.2018 6


key audience as well as other influencer audiences interested in what the propane industry is doing to address training in a growing market. PERC is examining and pursuing other avenues, including trade schools, community colleges and other automotive training agencies, which will broaden and strengthen propane autogas training efforts. A current example is the PERC funding provided to revamp and update of all FCCC training manuals and videos for their engine families which includes the legacy 8.0L, AFS 8.0L and PSI 8.8L propane engines. With the assistance of Raytheon, FCCC will provide on-line and instructor led training programs for their dealer organization as well as propane marketers and third parties who will diagnose, maintain and repair the FCCC engines. 3. Delivery How will the content be delivered to the market? What existing delivery channels will be used? What training is necessary, and who needs training to deliver this program? What are the possible challenges in delivering the program? What is needed to generate enthusiasm for the program within the propane industry and with partners?

Engagement and communication with the propane industry is a key to success. While the budget dollars in this program do not reflect the priority given to engaging the propane industry in this program, the market effort is supported through other PERC programs – such as Marketer Sales Training, industry communications, and participation in state meetings and propane industry tradeshows and events. Messaging, tools, and materials developed and used in this program are leveraged internally and shared with the propane industry. Propane companies, equipment dealers, salespeople, etc. can use the resources created in this program on sales calls, at events, and in dealerships. Conferences, tradeshows and events continue to be key activities in this program – NTEA Work Truck Show, ACT Expo, Government Fleet Expo, BusCon, School Transportation News Expo, National Association of Pupil Transportation Annual Conference, School Bus Connex, School Bus Summit, Work Truck Exchange, as well as our new to 2018 program Autogas Answers – allow the propane industry to get in front of fleet managers, key influencers in the market, provide hands-on experience with vehicles and refueling infrastructure and hear from peers who have successfully implemented propane autogas into their fleet. We follow a speak, sponsor and exhibit strategy for all events and tradeshows. Events and tradeshow also facilitate the opportunity to meet with sales channel partners, key market influencers, government representatives as well as OEM partners. The majority of the media buy will be digital, with a few print placements in key industry trade publications. That media buy will leverage the integrated marketing campaign creative with a universal call to action of Propane Can Do That, all under the Propane: Clean American Energy brand. All content will be added to propane.com to improve the content available for this market, including content development for the new quarterly e-newsletter. The program will highlight the key propane advantages, customer testimonials, case studies, and clear examples comparing propane to other fuel types operating in the marketplace. Collateral and sales tools will be made available via the propane catalog on propane.com for industry use. Content will also be delivered through propane industry events, engagements with sales channel partners, and end-user targeted local and regional events. 4. Customer Service and Support Needs What are the customer service and support requirements? What service and support resources are required? Are service and support developed through this project?

This program will continue to provide quality content in this key propane industry market space that can be used by propane marketers, dealers and distributors, OEM’s and certified aftermarket partners. A key will be communicating its availability to the propane industry and dealer/distributor networks for utilization. The program draws on the talent and experience of PERC project managers working to manage these activities and will work closely with the PERC communications and industry programs team to share information and resources. The main project contractor, Swanson Russell, brings significant expertise in B2B outreach efforts concise communications messages and collateral. This program will need a strong industry champion, task force and industry support to find the right messaging, case studies, and other support materials necessary to protect and grow this market.

Version 7.2018 7


Materials, messaging, and all over assets development by this program are used to support customers, both internal (propane industry) and external (school districts, private contractors, public and private fleets) as purchase decisions are being made and for support after sale. Reiterating aforementioned points, training of existing and new technicians and mechanics needed to maintain and repair propane autogas vehicles and fuel systems continues to be a high priority for the propane industry. The program with NAFTC has provided a solid curriculum and training foundation which leverages efforts to train and educate through marketing to this key audience as well as other influencer audiences interested in what the propane industry is doing to address training in a growing market. PERC is examining and pursuing other avenues, including trade schools, community colleges and other automotive training agencies, which will broaden and strengthen propane autogas training efforts. A current example is the PERC funding provided to revamp and update of all FCCC training manuals and videos for their engine families which includes the legacy 8.0L, AFS 8.0L and PSI 8.8L propane engines. With the assistance of Raytheon, FCCC will provide on-line and instructor led training programs for their dealer organization as well as propane marketers and third parties who will diagnose, maintain and repair the FCCC engines. Through this program, PERC will continue our ongoing work with multiple OE partners and their equipment dealer and distributor networks as well as our network of aftermarket partners to engage sales reps, educate the market on safety, efficiency and new technology, engage fleets with real-world data, and, ultimately, measure intent to purchase. 5. Leverage and Synergies What are the internal strengths leveraged to develop and deliver this program? How much dependence is on partners to develop and/or deliver the content? How could the content be used by other markets or industry organizations? How could the content be used with other audiences beyond the target audience? What results have been achieved with previous, similar projects?

Engagement and communication with the propane industry is key to success. While the budget dollars in this program do not reflect the priority given to engaging the propane industry in this program, the market effort is supported through other PERC programs – such as Marketer Sales Training, industry communications, and participation in state meetings and propane industry tradeshows and events. Messaging, tools, and materials developed and used in this program are leveraged internally and shared with the propane industry. Propane companies, equipment dealers, sales people, etc. can use the resources created in this program on sales calls, at events, and in dealerships. Training of technicians and mechanics to maintain and repair propane autogas vehicles is another high priority for PERC and the propane industry. While this program does not call out specific budget dollars, it does continue to support the roll-out and integration of training developed by PERC through a partnership with NAFTC. That training will be supported through our PR and tradeshow efforts and supported by a separate project dedicated to the integration of that training into technical and community colleges. 6. Cost/Benefit Analysis What is the expected impact on market? What are measurable success targets, e.g., units sold? What is the estimated quantifiable impact on gallons sold, if applicable? What is the relative cost per gallon and other measurable targets?

The total cost of ownership for propane autogas-fueled vehicles -- including fuel, infrastructure, maintenance facility, infrastructure maintenance costs, and environmental benefits are all favorable as fleets look for solutions to improve the bottom line. PERC has made significant R&D investments in this market. This program is about market growth and increasing year-round demand for propane. It leverages the R&D investments to drive unit sales/gallons, address challenges and barriers to greater propane autogas adoption and support other autogas-fueled vehicles in the market today. This program targets fleet managers, school transportation directors and private contractors, dealers/distributors and provides the propane industry with tools needed to sell more propane autogas and grow the market. 7. Risk Assessment Identify 3-5 potential risks to the successful completion of the project or inability to meet outcome targets,

how likely those are to happen, impact on the project, and how to resolve those risks.

Version 7.2018 8


Indicate low, medium, or high for “Likelihood” and “Impact.” Risk Likelihood Impact Risk Resolution and/or Contingency Plan(s) Impact that having 1 fuel tank manufacturer – Sleeger’s – and how this will affect sales, production and deliveries for Thomas, IC and Collins

High High PERC is working with Sleeger’s to increase manufacturing capabilities and recruiting other potential companies to fill the void.

Threat of gasoline in all markets, especially school transportation.

High High Focus efforts on school bus campaign to support more sales of propane buses, develop more testimonials, PR coverage and get more of our campaign materials to the state and local level and dealers.

The rapid and steady adoption of the “electrify everything” movement in the U. S.

High High Continue to work with technical experts on gathering supporting data points and crafting messaging. Consider renewable angle and positioning.

Lack of receptiveness to messaging on propane autogas advantages and benefits

Medium High Continue to fine-tune lifecycle cost of ownership advantage of propane autogas fueled vehicles and take a deeper look into more specific facts on advantages. Utilize real world customer testimonials and business cases to validate performance.

Continued impact of the VW funding for clean diesel and EV’s into marketplace.

Medium High Fine tune messaging on real world NOx emission benefits and cost effectiveness. Get that information in the hands of state associations, propane marketers, fleet managers, state energy leaders, school bus dealers, and Clean Cities coalitions.

Analyzing the need for new cleaner, efficient, and/or hybrid technologies

Medium High Continue to develop and maintain relationships with gov’t, dealer networks, and OEM partners.

Need to engage the sales channel and influencers to keep propane competitive

Low Medium Continue to develop and maintain relationships with gov’t, dealer networks, and OEM partners.}

8. Budget Outline cost per task, including estimated cost share (cash and in-kind). If applicable, indicate hourly rates, including overhead Highlight contractor vs. pass-through costs.

2020 Autogas Marketing – Budget & Timeline

Version 7.2018 9


9. Timeline Provide a detailed timeline of all activities, tasks, and milestones. Include commencement and completion dates. List most responsible person for each task.

g g p g gDescription Cost

Consumer Outreach Paid media, public relations, email marketing, direct mail, tradeshow/events, development of new content – video, info-graphics, newsletter content, photography, and case studies

$750,000

Influencer Outreach Continued development, recruitment and nurture of dealer/distributor networks for Dealer Locator; point of sale materials and sales support materials, paid media, email marketing, direct mail, tradeshows/events, new content

$225,000

Propane Industry Outreach Communication to propane industry on market trends, sales support materials, safety materials, and opportunities to network/build relationships with dealers/distributors

$50,000

Market Research Purchase annual sales data $75,000Strategic Partnerships Maintain key strategic partnerships with

NTEA, NAPT, Clean Cities, National Labs$100,000

Total $1,200,000

Version 7.2018 10


Measurement and Evaluation (Completed by PERC staff and applicant 10. Project metrics

Version 7.2018 11


Detail how success will be measured for this project overall and by tactic, what the metric is, and when it will be achieved.

Project Deliverable Metrics Metrics By When Creative development and delivery of quarterly Autogas Refuel e-newsletter

Email opens, click throughs, and conversions Quarterly

Digital Media Performance Clicks, conversions Monthly PR Performance against goals Press releases, interviews, bylines, editor events,

contributions Monthly

Successfully speak, sponsor and exhibit at least 6 national trade shows.

Reach nearly 40,000 fleet professionals who attend shows; engage in business development activities with OEMs, key influencers (example, DOE)

Quarterly

Engagement with key market influencers 10+ Autogas Answers events with Clean Cities Coalitions, meetings with national labs, dept of energy.

12:00:00 AM

Engagement with sales channel Meetings with OEM and aftermarket partners, potential partners, and dealer and conversion networks

Quarterly minimum

School Transportation Event Back to School campaign metrics TBD as program is developed for 2019. School bus trade media buy performance metrics. Exhibiting at 3 national school bus shows – STN Expo East & West and NAPT. Sponsorship and support of School Bus Summit and School

Quarterly

Market Outcomes Metrics By When Continued growth in school transportation market.

Increase school bus sales by adding additional 500 units over 2019.

31-Dec-20

Increase propane industry adoption of propane autogas in their fleets.

Increase propane adoption through engagement with propane industry fleet managers to discuss needs, real and perceived barriers to industry adoption of propane-fueled vehicles and the business case for the industry. Engage 100 fleet managers or fleet buyer

December 31, 2020.021

Increase engagement with Markets and Industry

Attend and participate in 4 industry events, 2 industry presentations, 6 market trade shows, 25 sales channel meetings, 8 influencer meetings and 8 market partners downloading & using PERC sales materials. Source: HubSpot Report

1-May-20

Launch Propane Autogas Vehicle service network training program.

Program launched that includes a training program for interested service techs and online directory of all trained service centers. Source: Market team approval. Docket approved.

1-May-20

VW funding success. Propane vehicles awarded 25% of funding from 5/1/2019-20 in eligible states. Source: Funding report.

1-May-20

New medium duty engine project launched New MD engine project approved and started. Source: Project approved and in Fluxx.

1-May-20

Increase propane industry autogas adoption strategy.

Increase industry adoption by 25% growth in propane industry

December 31, 2022

Engage sales channel - OEM's, dealers, distributors and support network

6 visits per year 1-May-21

Propane industry vehicle adoption summits 2 summit meetings in strategic locations to increase aware and promote propane autogas adoption

July 1, 2020

11. Partner Selection What was the basis for selecting the recommended contractor? If the basis for selection is not via a competition, describe the unique qualifications this vendor possesses.

Version 7.2018 12


For time and material work arrangements, list or attach the Principal Hourly Rates and the basis used to determine that the rates are competitive.

How will matching funds be verified? PERC has years of experience creating content for market outreach and communications programs. Outreach and communications activities to the autogas market has been steadily growing and alignment under the Propane Can Do That call to action will further our efforts. This program will need the support of an industry champions, subject matter experts, and dedicated industry volunteers to help develop meaningful and compelling messaging and impactful user testimonial across market stakeholders – both internal and external. PERC will engage lead agency, Swanson Russell, to support this program. Having been our agency of the last 7 years, Swanson Russell has good understanding of propane and our organization and programs and have helped lead a successful school transportation campaign over the last 3+ years. Through this program, PERC will continue our ongoing work with multiple OE partners and their equipment dealer and distributor networks to engage sales reps, educate the market on safety, efficiency and new technology, engage fleets with real-world data, and, ultimately, measure intent to purchase. Training of technicians and mechanics to maintain and repair propane autogas vehicles is another high priority for the propane industry. The program with NAFTC has been growing and this program leverages efforts to train and educate through marketing to this key audience and influencer audiences interested in what the propane industry is doing to address training in a growing market.

safety and market development – gate 3: executive summary · propane autogas market and those who...

Documents