Case Study 2

ABOUT APGA:

APGA is the only not-for-profit trade organization representing America's publicly owned natural gas local distribution companies (LDCs). APGA represents the interests of public gas before Congress, federal agencies and other energy-related stakeholders by developing regulatory and legislative policies that further the goals of our members. In addition, APGA organizes meetings, seminars, and workshops with a specific goal to improve the safety, reliability, operational efficiency, and regulatory environment in which public gas systems operate.

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Through APGA, public gas systems work together to stay reliably informed about new developments in safety, public policy, operations, technology, and the marketplace that could affect the communities and consumers they serve.

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THE CAMPAIGN:

2019 was a foundation year as it kicked off the Natural Gas Genius campaign; launched the NaturalGasGenius.com microsite; grew our social media presence; amplified through paid media; and, learned about our audience. In its first nine or so months online, the campaign saw 5.9 million paid media impressions; 41,605 click-throughs to the website; and, 14,669 people reached on Facebook.

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Some interesting takeaways of what worked for posts include:

• Usable content, like recipes

• Variety of CTAs

• Natural gas as a lifestyle, not a product (sell feelings, not features)

• Tie into seasonal hashtags, holidays, and “holidays”
   

As for NaturalGasGenius.com, it is the one-stop-shop for everything natural gas including stories that showcase “provide better,” a searchable directory, FAQs, and links to social channels. The website saw:

• 14,045 page views

• 3,097 clicks to member websites via the directory

• 5,943 content interactions

• 1,392 FAQ interactions

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