Discover Free Charter of Benefits Toolkit From World LPG Association

After months of research, focus groups, and strategizing sessions about how to increase the propane industry’s ability to speak with one unified voice and strengthen its position globally, the World LPG Association (WLPGA) has completed a three-year strategic plan. Headed by the WLPGA secretariat, in collaboration with the association’s Strategic Review Committee, and led by WLPGA’s marketing and communications director Alison Abbott, the strategic review identifies the association’s mission, goals, and objectives, and puts in motion strategies and tactics that will guide the work of WLPGA over the next three years. The plan will be updated when appropriate to ensure continuing clarity, relevance, and feasibility.

The theme of the WLPGA 2017-2019 Strategic Review is “Growing Influence, Increasing Impact,” which illustrates the association’s principal strategic objective — to provide a more effective and powerful voice that creates greater opportunities for the propane industry, and specifically, its members. One of the key elements of WLPGA’s vision is to promote the use of LPG worldwide. It was determined that leveraging external communications was the single biggest opportunity for WLPGA to add value and further strengthen the industry. One very important outcome identified by the strategic review process was the need for improvement in overall external communications and increasing the awareness globally of propane’s key benefit messages.

The strategic review process identified the need to adopt a back-to-basics external communications campaign that began with WLPGA working to define the core benefits of LPG. Marketing and communications director Abbott, along with a five-member association team and a WLPGA-member focus group, began to develop a Charter of Benefits that highlights six key benefits of LPG.

Each of the six benefit areas identified by WLPGA is supported by a full toolkit of resources, including a suite of validated proof points in the form of infographics. Included in the toolkit for each of the six key benefits are statistics relevant to the LPG industry — wherever you are in the world, and whatever sector of the industry. Guided by the vision of its “Exceptional Energy” brand message that promotes propane as a portable, clean, and efficient energy source readily available to consumers around the world, and that propane is a unique and versatile energy source which can be used in more than 1000 different applications, the LPG Charter of Benefits is now available for the entire LPG community to adopt.

According to Abbott, “In order for our industry to speak with one unified voice and strengthen our global position, it is vital that we promote common messages and reliable, consistent statistics wherever we are in the world, and whatever the business sector. To support this, WLPGA is pleased to launch this Charter of Benefits to benefit the global industry.”

The six essential areas of focus outlined in the Charter of Benefits were identified by the focus group as providing the most value and benefit to furthering propane’s global position and include: health, climate, economic growth and social progress, resource efficiency, efficiency, and energy future. Each of these benefits provides industry members infographic resources, as well as numerous facts and statistics for adoption and use in their own communications.

Industry members are invited to freely access the full toolkit online at the WLPGA website, www.wlpga.org, under Resources/Charter of Benefits Toolkit. The following suite of elements can be adopted in communication efforts:
• The Charter of Benefits in PDF format

• A jpeg of each of the six key benefits in an infographic format

• A jpeg of every proof point (great for using in social media snippets)

• The Charter of Benefits in a PowerPoint presentation version

• The full script of the Charter in a Word document for ease of translation

WLPGA can also supply source files should companies wish to produce their own translated version. —Andrea Young