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Apr\u00e8s plusieurs discussions, nous avons recommand\u00e9 \u00e0 ses dirigeants d\u2019assurer la pertinence de l\u2019AQP en leur sugg\u00e9rant de faire de celle-ci une organisation dont le but premier est de faire la promotion de l\u2019\u00e9nergie propane. Trois piliers strat\u00e9giques fondamentaux ont \u00e9t\u00e9 d\u00e9finis pour lui permettre d\u2019accomplir cette t\u00e2che : la reconnaissance publique du propane, l\u2019engagement des membres et les relations avec les gouvernements.<\/p>\n<p>Pour les mettre en \u0153uvre, nous avons repositionn\u00e9 le propane au Qu\u00e9bec, d\u00e9velopp\u00e9 une image de marque qui le rapproche du march\u00e9 qu\u00e9b\u00e9cois et professionnalis\u00e9 l\u2019approche de communication afin d\u2019am\u00e9liorer sa position concurrentielle.<\/p>\n<p>La nouvelle image a \u00e9t\u00e9 cr\u00e9\u00e9e pour transformer la perception du propane dans l\u2019espace public. Elle positionne le propane comme une \u00e9nergie essentielle occupant une place primordiale dans le fonctionnement de plusieurs industries importantes du Qu\u00e9bec et met de l\u2019avant ses avantages comme \u00e9nergie pouvant contribuer \u00e0 la r\u00e9duction des gaz \u00e0 effet de serre (GES).<\/p>\n<p>Ainsi, le nouveau logotype pr\u00e9sente une flamme bleue en forme de fleur de lys accompagn\u00e9e du mot propane et du slogan de positionnement \u00abUne \u00e9nergie vitale\u00bb. L\u2019ensemble exprime l\u2019appartenance de l\u2019industrie au Qu\u00e9bec et d\u00e9finit le propane comme une forme d\u2019\u00e9nergie indispensable dans notre portefeuille \u00e9nerg\u00e9tique. L\u2019ensemble graphique int\u00e8gre l\u2019adresse du site Internet propanequebec.com.<br \/>\nLe slogan se d\u00e9cline de mani\u00e8re \u00e0 proposer les diff\u00e9rents arguments soutenant la notion de vitalit\u00e9 en utilisant des formulations inclusives : \u00abUne \u00e9nergie vitale pour le Qu\u00e9bec\u00bb, \u00abUne \u00e9nergie vitale pour nos agriculteurs\u00bb, \u00abUne \u00e9nergie vitale pour nos restaurateurs\u00bb, \u00abUne \u00e9nergie vitale pour nos r\u00e9gions\u00bb, etc. Ainsi, l\u2019approche de communication est faite pour int\u00e9grer l\u2019\u00e9nergie propane et les entreprises qui la distribuent dans l\u2019ensemble \u00e9conomique du Qu\u00e9bec.<\/p>\n<p>Enfin, le nouveau positionnement et la nouvelle image servent \u00e9galement \u00e0 rallier sous une m\u00eame banni\u00e8re les membres de l\u2019AQP en leur permettant de s\u2019identifier \u00e0 une marque dont ils peuvent \u00eatre fiers.<\/p>\n<p>Toute l\u2019approche a \u00e9t\u00e9 pens\u00e9e en vue d\u2019int\u00e9grer de fa\u00e7on coh\u00e9rente des outils de communication servant aux relations publiques, \u00e0 la publicit\u00e9, au marketing Web, au marketing Web entrant (inbound) et au marketing relationnel. Le tout a \u00e9t\u00e9 r\u00e9pertori\u00e9 dans un livre de 130 pages qui incorpore les volets strat\u00e9gique, cr\u00e9atif et technique de la marque. Ainsi, la vision de la marque a \u00e9t\u00e9 consign\u00e9e pour assurer la coh\u00e9rence des communications au cours des prochaines ann\u00e9es.<\/p>\n<p>Le site Web a \u00e9t\u00e9 cr\u00e9\u00e9 pour positionner et pr\u00e9senter une image moderne de l\u2019\u00e9nergie propane, expliciter les arguments relatifs \u00e0 son importance, promouvoir ses nombreuses applications et renforcer les aspects associatifs de l\u2019AQP. Il constitue le plus grand r\u00e9servoir d\u2019information en ligne au Qu\u00e9bec concernant les avantages et les utilisations de cette forme d\u2019\u00e9nergie. Les membres peuvent ainsi partager \u00e0 leur tour les contenus dans leurs propres communications et r\u00e9seaux sociaux. Un site intranet exhaustif a \u00e9galement \u00e9t\u00e9 cr\u00e9\u00e9 pour les membres afin de r\u00e9pertorier et d\u2019archiver l\u2019ensemble des informations relatives au volet associatif de l\u2019AQP.<\/p>\n<p>Toute l\u2019approche est enti\u00e8rement int\u00e9gr\u00e9e pour permettre \u00e0 l\u2019AQP de jouer un r\u00f4le vital dans la vie de ses membres \u00e0 court, moyen et long terme.<\/p>\n","en":"<p>The Association qu\u00e9b\u00e9coise du propane (AQP) asked us to rethink its mandate and look into its mission and role. After several discussions, we recommended that its directors ensure the relevance of the Association, making it an organization whose primary objective is to promote propane energy. Three basic strategic pillars were defined to achieve this goal: public recognition of propane, the commitment of members, and government relations.  <\/p>\n<p>To do so, we repositioned propane in Qu\u00e9bec, developed branding that brings it closer to the Qu\u00e9bec market, and came up with a professional communication approach designed to increase its competitive edge.<\/p>\n<p>The new image was created to transform the public perception of propane (gas used in barbecues). It positions propane as an essential form of energy that is key to the operations of a number of major Qu\u00e9bec industries and showcases its advantages as a source of energy that can help reduce greenhouse gases.  <\/p>\n<p>Further to this, the new logo features a blue flame in the shape of a fleur-de-lys along with the word \u201cpropane\u201d and the positioning slogan \u201cUne \u00e9nergie vitale\u201d (Vital Energy). Together, these elements express the industry\u2019s ties to Qu\u00e9bec and define propane as an essential component of our energy portfolio. Graphically, it also integrates the address of the website\u201cpropanequebec.com\u201d.<br \/>\nThe slogan serves to present various rationales supporting the notion of vitality, using inclusive statements:  \u201cEnergy vital to Qu\u00e9bec\u201d, \u201cEnergy vital to agriculture\u201d, \u201cEnergy vital to the restaurant sector\u201d, \u201cEnergy vital to our regions\u201d, etc.   Indeed, the communication approach has been developed to include propane energy and the companies that distribute it within the Qu\u00e9bec economy.  <\/p>\n<p>Finally, the new positioning and the new image also serve to rally all members of the Association under a single banner, allowing them to identify with a brand of which they can be proud.   <\/p>\n<p>The entire approach has been developed to integrate, in a coherent manner, communication tools used in public relations, advertising, web marketing, inbound web marketing and relationship marketing. All elements have been compiled in a 130-page book that covers the brand\u2019s strategic, creative and technical components. Documenting the brand\u2019s vision in this manner ensures coherent communications over the coming years.<\/p>\n<p>The website \u201cpropanequebec.com\u201d was created to position and present a modern image of propane energy, explicitly state the reasons for its importance, promote its many applications, and strengthen the associative aspects of the AQP. It is the largest repository of online information in Qu\u00e9bec on both the advantages and uses of this form of energy. Members can, in turn, share its contents in their own communications and social networks. An exhaustive intranet site has also been created for members to record and archive all information relating to the associative component of the AQP.<br \/>\nThe entire approach has been fully integrated, allowing the Association to play a vital role in the life of its members, in the near, mid and long term.  <\/p>\n","original":""},"jury_text":[{"category":2623,"fr":"<p>L\u2019Association qu\u00e9b\u00e9coise du propane (AQP) nous a demand\u00e9 de repenser son mandat et de nous pencher sur sa mission et son r\u00f4le. Apr\u00e8s plusieurs discussions, nous avons recommand\u00e9 \u00e0 ses dirigeants d\u2019assurer la pertinence de l\u2019AQP en leur sugg\u00e9rant de faire de celle-ci une organisation dont le but premier est de faire la promotion de l\u2019\u00e9nergie propane. Trois piliers strat\u00e9giques fondamentaux ont \u00e9t\u00e9 d\u00e9finis pour lui permettre d\u2019accomplir cette t\u00e2che : la reconnaissance publique du propane, l\u2019engagement des membres et les relations avec les gouvernements.<\/p>\n<p>Pour les mettre en \u0153uvre, nous avons repositionn\u00e9 le propane au Qu\u00e9bec, d\u00e9velopp\u00e9 une image de marque qui le rapproche du march\u00e9 qu\u00e9b\u00e9cois et professionnalis\u00e9 l\u2019approche de communication afin d\u2019am\u00e9liorer sa position concurrentielle.<\/p>\n<p>La nouvelle image a \u00e9t\u00e9 cr\u00e9\u00e9e pour transformer la perception du propane dans l\u2019espace public. Elle positionne le propane comme une \u00e9nergie essentielle occupant une place primordiale dans le fonctionnement de plusieurs industries importantes du Qu\u00e9bec et met de l\u2019avant ses avantages comme \u00e9nergie pouvant contribuer \u00e0 la r\u00e9duction des gaz \u00e0 effet de serre (GES).<\/p>\n<p>Ainsi, le nouveau logotype pr\u00e9sente une flamme bleue en forme de fleur de lys accompagn\u00e9e du mot propane et du slogan de positionnement \u00abUne \u00e9nergie vitale\u00bb. L\u2019ensemble exprime l\u2019appartenance de l\u2019industrie au Qu\u00e9bec et d\u00e9finit le propane comme une forme d\u2019\u00e9nergie indispensable dans notre portefeuille \u00e9nerg\u00e9tique. L\u2019ensemble graphique int\u00e8gre l\u2019adresse du site Internet propanequebec.com.<br \/>\nLe slogan se d\u00e9cline de mani\u00e8re \u00e0 proposer les diff\u00e9rents arguments soutenant la notion de vitalit\u00e9 en utilisant des formulations inclusives : \u00abUne \u00e9nergie vitale pour le Qu\u00e9bec\u00bb, \u00abUne \u00e9nergie vitale pour nos agriculteurs\u00bb, \u00abUne \u00e9nergie vitale pour nos restaurateurs\u00bb, \u00abUne \u00e9nergie vitale pour nos r\u00e9gions\u00bb, etc. Ainsi, l\u2019approche de communication est faite pour int\u00e9grer l\u2019\u00e9nergie propane et les entreprises qui la distribuent dans l\u2019ensemble \u00e9conomique du Qu\u00e9bec.<\/p>\n<p>Enfin, le nouveau positionnement et la nouvelle image servent \u00e9galement \u00e0 rallier sous une m\u00eame banni\u00e8re les membres de l\u2019AQP en leur permettant de s\u2019identifier \u00e0 une marque dont ils peuvent \u00eatre fiers.<\/p>\n<p>Toute l\u2019approche a \u00e9t\u00e9 pens\u00e9e en vue d\u2019int\u00e9grer de fa\u00e7on coh\u00e9rente des outils de communication servant aux relations publiques, \u00e0 la publicit\u00e9, au marketing Web, au marketing Web entrant (inbound) et au marketing relationnel. Le tout a \u00e9t\u00e9 r\u00e9pertori\u00e9 dans un livre de 130 pages qui incorpore les volets strat\u00e9gique, cr\u00e9atif et technique de la marque. Ainsi, la vision de la marque a \u00e9t\u00e9 consign\u00e9e pour assurer la coh\u00e9rence des communications au cours des prochaines ann\u00e9es.<\/p>\n<p>Le site Web a \u00e9t\u00e9 cr\u00e9\u00e9 pour positionner et pr\u00e9senter une image moderne de l\u2019\u00e9nergie propane, expliciter les arguments relatifs \u00e0 son importance, promouvoir ses nombreuses applications et renforcer les aspects associatifs de l\u2019AQP. Il constitue le plus grand r\u00e9servoir d\u2019information en ligne au Qu\u00e9bec concernant les avantages et les utilisations de cette forme d\u2019\u00e9nergie. Les membres peuvent ainsi partager \u00e0 leur tour les contenus dans leurs propres communications et r\u00e9seaux sociaux. Un site intranet exhaustif a \u00e9galement \u00e9t\u00e9 cr\u00e9\u00e9 pour les membres afin de r\u00e9pertorier et d\u2019archiver l\u2019ensemble des informations relatives au volet associatif de l\u2019AQP.<\/p>\n<p>Toute l\u2019approche est enti\u00e8rement int\u00e9gr\u00e9e pour permettre \u00e0 l\u2019AQP de jouer un r\u00f4le vital dans la vie de ses membres \u00e0 court, moyen et long terme.<\/p>\n","en":"<p>The Association qu\u00e9b\u00e9coise du propane (AQP) asked us to rethink its mandate and look into its mission and role. After several discussions, we recommended that its directors ensure the relevance of the Association, making it an organization whose primary objective is to promote propane energy. Three basic strategic pillars were defined to achieve this goal: public recognition of propane, the commitment of members, and government relations.  <\/p>\n<p>To do so, we repositioned propane in Qu\u00e9bec, developed branding that brings it closer to the Qu\u00e9bec market, and came up with a professional communication approach designed to increase its competitive edge.<\/p>\n<p>The new image was created to transform the public perception of propane (gas used in barbecues). It positions propane as an essential form of energy that is key to the operations of a number of major Qu\u00e9bec industries and showcases its advantages as a source of energy that can help reduce greenhouse gases.  <\/p>\n<p>Further to this, the new logo features a blue flame in the shape of a fleur-de-lys along with the word \u201cpropane\u201d and the positioning slogan \u201cUne \u00e9nergie vitale\u201d (Vital Energy). Together, these elements express the industry\u2019s ties to Qu\u00e9bec and define propane as an essential component of our energy portfolio. Graphically, it also integrates the address of the website\u201cpropanequebec.com\u201d.<br \/>\nThe slogan serves to present various rationales supporting the notion of vitality, using inclusive statements:  \u201cEnergy vital to Qu\u00e9bec\u201d, \u201cEnergy vital to agriculture\u201d, \u201cEnergy vital to the restaurant sector\u201d, \u201cEnergy vital to our regions\u201d, etc.   Indeed, the communication approach has been developed to include propane energy and the companies that distribute it within the Qu\u00e9bec economy.  <\/p>\n<p>Finally, the new positioning and the new image also serve to rally all members of the Association under a single banner, allowing them to identify with a brand of which they can be proud.   <\/p>\n<p>The entire approach has been developed to integrate, in a coherent manner, communication tools used in public relations, advertising, web marketing, inbound web marketing and relationship marketing. All elements have been compiled in a 130-page book that covers the brand\u2019s strategic, creative and technical components. Documenting the brand\u2019s vision in this manner ensures coherent communications over the coming years.<\/p>\n<p>The website \u201cpropanequebec.com\u201d was created to position and present a modern image of propane energy, explicitly state the reasons for its importance, promote its many applications, and strengthen the associative aspects of the AQP. It is the largest repository of online information in Qu\u00e9bec on both the advantages and uses of this form of energy. Members can, in turn, share its contents in their own communications and social networks. An exhaustive intranet site has also been created for members to record and archive all information relating to the associative component of the AQP.<br \/>\nThe entire approach has been fully integrated, allowing the Association to play a vital role in the life of its members, in the near, mid and long term.  <\/p>\n","original":""},{"category":2624,"fr":"<p>L\u2019Association qu\u00e9b\u00e9coise du propane (AQP) nous a demand\u00e9 de repenser son mandat et de nous pencher sur sa mission et son r\u00f4le. Apr\u00e8s plusieurs discussions, nous avons recommand\u00e9 \u00e0 ses dirigeants d\u2019assurer la pertinence de l\u2019AQP en leur sugg\u00e9rant de faire de celle-ci une organisation dont le but premier est de faire la promotion de l\u2019\u00e9nergie propane. Trois piliers strat\u00e9giques fondamentaux ont \u00e9t\u00e9 d\u00e9finis pour lui permettre d\u2019accomplir cette t\u00e2che : la reconnaissance publique du propane, l\u2019engagement des membres et les relations avec les gouvernements.<\/p>\n<p>Pour les mettre en \u0153uvre, nous avons repositionn\u00e9 le propane au Qu\u00e9bec, d\u00e9velopp\u00e9 une image de marque qui le rapproche du march\u00e9 qu\u00e9b\u00e9cois et professionnalis\u00e9 l\u2019approche de communication afin d\u2019am\u00e9liorer sa position concurrentielle.<\/p>\n<p>La nouvelle image a \u00e9t\u00e9 cr\u00e9\u00e9e pour transformer la perception du propane dans l\u2019espace public. Elle positionne le propane comme une \u00e9nergie essentielle occupant une place primordiale dans le fonctionnement de plusieurs industries importantes du Qu\u00e9bec et met de l\u2019avant ses avantages comme \u00e9nergie pouvant contribuer \u00e0 la r\u00e9duction des gaz \u00e0 effet de serre (GES).<\/p>\n<p>Ainsi, le nouveau logotype pr\u00e9sente une flamme bleue en forme de fleur de lys accompagn\u00e9e du mot propane et du slogan de positionnement \u00abUne \u00e9nergie vitale\u00bb. L\u2019ensemble exprime l\u2019appartenance de l\u2019industrie au Qu\u00e9bec et d\u00e9finit le propane comme une forme d\u2019\u00e9nergie indispensable dans notre portefeuille \u00e9nerg\u00e9tique. L\u2019ensemble graphique int\u00e8gre l\u2019adresse du site Internet propanequebec.com.<br \/>\nLe slogan se d\u00e9cline de mani\u00e8re \u00e0 proposer les diff\u00e9rents arguments soutenant la notion de vitalit\u00e9 en utilisant des formulations inclusives : \u00abUne \u00e9nergie vitale pour le Qu\u00e9bec\u00bb, \u00abUne \u00e9nergie vitale pour nos agriculteurs\u00bb, \u00abUne \u00e9nergie vitale pour nos restaurateurs\u00bb, \u00abUne \u00e9nergie vitale pour nos r\u00e9gions\u00bb, etc. Ainsi, l\u2019approche de communication est faite pour int\u00e9grer l\u2019\u00e9nergie propane et les entreprises qui la distribuent dans l\u2019ensemble \u00e9conomique du Qu\u00e9bec.<\/p>\n<p>Enfin, le nouveau positionnement et la nouvelle image servent \u00e9galement \u00e0 rallier sous une m\u00eame banni\u00e8re les membres de l\u2019AQP en leur permettant de s\u2019identifier \u00e0 une marque dont ils peuvent \u00eatre fiers.<\/p>\n<p>Toute l\u2019approche a \u00e9t\u00e9 pens\u00e9e en vue d\u2019int\u00e9grer de fa\u00e7on coh\u00e9rente des outils de communication servant aux relations publiques, \u00e0 la publicit\u00e9, au marketing Web, au marketing Web entrant (inbound) et au marketing relationnel. Le tout a \u00e9t\u00e9 r\u00e9pertori\u00e9 dans un livre de 130 pages qui incorpore les volets strat\u00e9gique, cr\u00e9atif et technique de la marque. Ainsi, la vision de la marque a \u00e9t\u00e9 consign\u00e9e pour assurer la coh\u00e9rence des communications au cours des prochaines ann\u00e9es.<\/p>\n<p>Le site Web a \u00e9t\u00e9 cr\u00e9\u00e9 pour positionner et pr\u00e9senter une image moderne de l\u2019\u00e9nergie propane, expliciter les arguments relatifs \u00e0 son importance, promouvoir ses nombreuses applications et renforcer les aspects associatifs de l\u2019AQP. Il constitue le plus grand r\u00e9servoir d\u2019information en ligne au Qu\u00e9bec concernant les avantages et les utilisations de cette forme d\u2019\u00e9nergie. Les membres peuvent ainsi partager \u00e0 leur tour les contenus dans leurs propres communications et r\u00e9seaux sociaux. Un site intranet exhaustif a \u00e9galement \u00e9t\u00e9 cr\u00e9\u00e9 pour les membres afin de r\u00e9pertorier et d\u2019archiver l\u2019ensemble des informations relatives au volet associatif de l\u2019AQP.<\/p>\n<p>Toute l\u2019approche est enti\u00e8rement int\u00e9gr\u00e9e pour permettre \u00e0 l\u2019AQP de jouer un r\u00f4le vital dans la vie de ses membres \u00e0 court, moyen et long terme.<\/p>\n","en":"<p>The Association qu\u00e9b\u00e9coise du propane (AQP) asked us to rethink its mandate and look into its mission and role. After several discussions, we recommended that its directors ensure the relevance of the Association, making it an organization whose primary objective is to promote propane energy. Three basic strategic pillars were defined to achieve this goal: public recognition of propane, the commitment of members, and government relations.  <\/p>\n<p>To do so, we repositioned propane in Qu\u00e9bec, developed branding that brings it closer to the Qu\u00e9bec market, and came up with a professional communication approach designed to increase its competitive edge.<\/p>\n<p>The new image was created to transform the public perception of propane (gas used in barbecues). It positions propane as an essential form of energy that is key to the operations of a number of major Qu\u00e9bec industries and showcases its advantages as a source of energy that can help reduce greenhouse gases.  <\/p>\n<p>Further to this, the new logo features a blue flame in the shape of a fleur-de-lys along with the word \u201cpropane\u201d and the positioning slogan \u201cUne \u00e9nergie vitale\u201d (Vital Energy). Together, these elements express the industry\u2019s ties to Qu\u00e9bec and define propane as an essential component of our energy portfolio. Graphically, it also integrates the address of the website\u201cpropanequebec.com\u201d.<br \/>\nThe slogan serves to present various rationales supporting the notion of vitality, using inclusive statements:  \u201cEnergy vital to Qu\u00e9bec\u201d, \u201cEnergy vital to agriculture\u201d, \u201cEnergy vital to the restaurant sector\u201d, \u201cEnergy vital to our regions\u201d, etc.   Indeed, the communication approach has been developed to include propane energy and the companies that distribute it within the Qu\u00e9bec economy.  <\/p>\n<p>Finally, the new positioning and the new image also serve to rally all members of the Association under a single banner, allowing them to identify with a brand of which they can be proud.   <\/p>\n<p>The entire approach has been developed to integrate, in a coherent manner, communication tools used in public relations, advertising, web marketing, inbound web marketing and relationship marketing. All elements have been compiled in a 130-page book that covers the brand\u2019s strategic, creative and technical components. Documenting the brand\u2019s vision in this manner ensures coherent communications over the coming years.<\/p>\n<p>The website \u201cpropanequebec.com\u201d was created to position and present a modern image of propane energy, explicitly state the reasons for its importance, promote its many applications, and strengthen the associative aspects of the AQP. It is the largest repository of online information in Qu\u00e9bec on both the advantages and uses of this form of energy. Members can, in turn, share its contents in their own communications and social networks. An exhaustive intranet site has also been created for members to record and archive all information relating to the associative component of the AQP.<br \/>\nThe entire approach has been fully integrated, allowing the Association to play a vital role in the life of its members, in the near, mid and long term.  <\/p>\n","original":""},{"category":2636,"fr":"<p>L\u2019Association qu\u00e9b\u00e9coise du propane (AQP) nous a demand\u00e9 de repenser son mandat et de nous pencher sur sa mission et son r\u00f4le. Apr\u00e8s plusieurs discussions, nous avons recommand\u00e9 \u00e0 ses dirigeants d\u2019assurer la pertinence de l\u2019AQP en leur sugg\u00e9rant de faire de celle-ci une organisation dont le but premier est de faire la promotion de l\u2019\u00e9nergie propane. Trois piliers strat\u00e9giques fondamentaux ont \u00e9t\u00e9 d\u00e9finis pour lui permettre d\u2019accomplir cette t\u00e2che : la reconnaissance publique du propane, l\u2019engagement des membres et les relations avec les gouvernements.<\/p>\n<p>Pour les mettre en \u0153uvre, nous avons repositionn\u00e9 le propane au Qu\u00e9bec, d\u00e9velopp\u00e9 une image de marque qui le rapproche du march\u00e9 qu\u00e9b\u00e9cois et professionnalis\u00e9 l\u2019approche de communication afin d\u2019am\u00e9liorer sa position concurrentielle.<\/p>\n<p>La nouvelle image a \u00e9t\u00e9 cr\u00e9\u00e9e pour transformer la perception du propane dans l\u2019espace public. Elle positionne le propane comme une \u00e9nergie essentielle occupant une place primordiale dans le fonctionnement de plusieurs industries importantes du Qu\u00e9bec et met de l\u2019avant ses avantages comme \u00e9nergie pouvant contribuer \u00e0 la r\u00e9duction des gaz \u00e0 effet de serre (GES).<\/p>\n<p>Ainsi, le nouveau logotype pr\u00e9sente une flamme bleue en forme de fleur de lys accompagn\u00e9e du mot propane et du slogan de positionnement \u00abUne \u00e9nergie vitale\u00bb. L\u2019ensemble exprime l\u2019appartenance de l\u2019industrie au Qu\u00e9bec et d\u00e9finit le propane comme une forme d\u2019\u00e9nergie indispensable dans notre portefeuille \u00e9nerg\u00e9tique. L\u2019ensemble graphique int\u00e8gre l\u2019adresse du site Internet propanequebec.com.<br \/>\nLe slogan se d\u00e9cline de mani\u00e8re \u00e0 proposer les diff\u00e9rents arguments soutenant la notion de vitalit\u00e9 en utilisant des formulations inclusives : \u00abUne \u00e9nergie vitale pour le Qu\u00e9bec\u00bb, \u00abUne \u00e9nergie vitale pour nos agriculteurs\u00bb, \u00abUne \u00e9nergie vitale pour nos restaurateurs\u00bb, \u00abUne \u00e9nergie vitale pour nos r\u00e9gions\u00bb, etc. Ainsi, l\u2019approche de communication est faite pour int\u00e9grer l\u2019\u00e9nergie propane et les entreprises qui la distribuent dans l\u2019ensemble \u00e9conomique du Qu\u00e9bec.<\/p>\n<p>Enfin, le nouveau positionnement et la nouvelle image servent \u00e9galement \u00e0 rallier sous une m\u00eame banni\u00e8re les membres de l\u2019AQP en leur permettant de s\u2019identifier \u00e0 une marque dont ils peuvent \u00eatre fiers.<\/p>\n<p>Toute l\u2019approche a \u00e9t\u00e9 pens\u00e9e en vue d\u2019int\u00e9grer de fa\u00e7on coh\u00e9rente des outils de communication servant aux relations publiques, \u00e0 la publicit\u00e9, au marketing Web, au marketing Web entrant (inbound) et au marketing relationnel. Le tout a \u00e9t\u00e9 r\u00e9pertori\u00e9 dans un livre de 130 pages qui incorpore les volets strat\u00e9gique, cr\u00e9atif et technique de la marque. Ainsi, la vision de la marque a \u00e9t\u00e9 consign\u00e9e pour assurer la coh\u00e9rence des communications au cours des prochaines ann\u00e9es.<\/p>\n<p>Le site Web a \u00e9t\u00e9 cr\u00e9\u00e9 pour positionner et pr\u00e9senter une image moderne de l\u2019\u00e9nergie propane, expliciter les arguments relatifs \u00e0 son importance, promouvoir ses nombreuses applications et renforcer les aspects associatifs de l\u2019AQP. Il constitue le plus grand r\u00e9servoir d\u2019information en ligne au Qu\u00e9bec concernant les avantages et les utilisations de cette forme d\u2019\u00e9nergie. Les membres peuvent ainsi partager \u00e0 leur tour les contenus dans leurs propres communications et r\u00e9seaux sociaux. Un site intranet exhaustif a \u00e9galement \u00e9t\u00e9 cr\u00e9\u00e9 pour les membres afin de r\u00e9pertorier et d\u2019archiver l\u2019ensemble des informations relatives au volet associatif de l\u2019AQP.<\/p>\n<p>Toute l\u2019approche est enti\u00e8rement int\u00e9gr\u00e9e pour permettre \u00e0 l\u2019AQP de jouer un r\u00f4le vital dans la vie de ses membres \u00e0 court, moyen et long terme.<\/p>\n","en":"<p>The Association qu\u00e9b\u00e9coise du propane (AQP) asked us to rethink its mandate and look into its mission and role. After several discussions, we recommended that its directors ensure the relevance of the Association, making it an organization whose primary objective is to promote propane energy. Three basic strategic pillars were defined to achieve this goal: public recognition of propane, the commitment of members, and government relations.  <\/p>\n<p>To do so, we repositioned propane in Qu\u00e9bec, developed branding that brings it closer to the Qu\u00e9bec market, and came up with a professional communication approach designed to increase its competitive edge.<\/p>\n<p>The new image was created to transform the public perception of propane (gas used in barbecues). It positions propane as an essential form of energy that is key to the operations of a number of major Qu\u00e9bec industries and showcases its advantages as a source of energy that can help reduce greenhouse gases.  <\/p>\n<p>Further to this, the new logo features a blue flame in the shape of a fleur-de-lys along with the word \u201cpropane\u201d and the positioning slogan \u201cUne \u00e9nergie vitale\u201d (Vital Energy). Together, these elements express the industry\u2019s ties to Qu\u00e9bec and define propane as an essential component of our energy portfolio. Graphically, it also integrates the address of the website\u201cpropanequebec.com\u201d.<br \/>\nThe slogan serves to present various rationales supporting the notion of vitality, using inclusive statements:  \u201cEnergy vital to Qu\u00e9bec\u201d, \u201cEnergy vital to agriculture\u201d, \u201cEnergy vital to the restaurant sector\u201d, \u201cEnergy vital to our regions\u201d, etc.   Indeed, the communication approach has been developed to include propane energy and the companies that distribute it within the Qu\u00e9bec economy.  <\/p>\n<p>Finally, the new positioning and the new image also serve to rally all members of the Association under a single banner, allowing them to identify with a brand of which they can be proud.   <\/p>\n<p>The entire approach has been developed to integrate, in a coherent manner, communication tools used in public relations, advertising, web marketing, inbound web marketing and relationship marketing. All elements have been compiled in a 130-page book that covers the brand\u2019s strategic, creative and technical components. Documenting the brand\u2019s vision in this manner ensures coherent communications over the coming years.<\/p>\n<p>The website \u201cpropanequebec.com\u201d was created to position and present a modern image of propane energy, explicitly state the reasons for its importance, promote its many applications, and strengthen the associative aspects of the AQP. It is the largest repository of online information in Qu\u00e9bec on both the advantages and uses of this form of energy. Members can, in turn, share its contents in their own communications and social networks. An exhaustive intranet site has also been created for members to record and archive all information relating to the associative component of the AQP.<br \/>\nThe entire approach has been fully integrated, allowing the Association to play a vital role in the life of its members, in the near, mid and long term.  <\/p>\n","original":""}],"different_jury_text":false,"different_category_text":false},"laureats":[{"cat_id":2624,"cat_id_laureat":3429,"laureat":"Certification Bronze"},{"cat_id":2623,"cat_id_laureat":3429,"laureat":"Certification Bronze"},{"cat_id":2636,"cat_id_laureat":false,"laureat":""}],"contest_id":"75033","contest_title":"GRANDS PRIX DU DESIGN \u2013 15e \u00e9dition","firms":[{"name":"Soleil communication de marque","website":"www.soleilcom.com","category":"","category_tax":2746,"category_label":"Autre"}],"user":{"email":"naalbands@soleilcom.com","first_name":"Sandra","last_name":"Naalband"},"doc_texts_web":{"fr":"<p>L\u2019Association qu\u00e9b\u00e9coise du propane (AQP) nous a demand\u00e9 de repenser son mandat et de nous pencher sur sa mission et son r\u00f4le. Apr\u00e8s plusieurs discussions, nous avons recommand\u00e9 \u00e0 ses dirigeants d\u2019assurer la pertinence de l\u2019AQP en leur sugg\u00e9rant de faire de celle-ci une organisation dont le but premier est de faire la promotion de l\u2019\u00e9nergie propane. Trois piliers strat\u00e9giques fondamentaux ont \u00e9t\u00e9 d\u00e9finis pour lui permettre d\u2019accomplir cette t\u00e2che : la reconnaissance publique du propane, l\u2019engagement des membres et les relations avec les gouvernements.<\/p>\n<p>Pour les mettre en \u0153uvre, nous avons repositionn\u00e9 le propane au Qu\u00e9bec, d\u00e9velopp\u00e9 une image de marque qui le rapproche du march\u00e9 qu\u00e9b\u00e9cois et professionnalis\u00e9 l\u2019approche de communication afin d\u2019am\u00e9liorer sa position concurrentielle.<\/p>\n<p>La nouvelle image a \u00e9t\u00e9 cr\u00e9\u00e9e pour transformer la perception du propane dans l\u2019espace public. Elle positionne le propane comme une \u00e9nergie essentielle occupant une place primordiale dans le fonctionnement de plusieurs industries importantes du Qu\u00e9bec et met de l\u2019avant ses avantages comme \u00e9nergie pouvant contribuer \u00e0 la r\u00e9duction des gaz \u00e0 effet de serre (GES).<\/p>\n<p>Ainsi, le nouveau logotype pr\u00e9sente une flamme bleue en forme de fleur de lys accompagn\u00e9e du mot propane et du slogan de positionnement \u00abUne \u00e9nergie vitale\u00bb. L\u2019ensemble exprime l\u2019appartenance de l\u2019industrie au Qu\u00e9bec et d\u00e9finit le propane comme une forme d\u2019\u00e9nergie indispensable dans notre portefeuille \u00e9nerg\u00e9tique. L\u2019ensemble graphique int\u00e8gre l\u2019adresse du site Internet propanequebec.com.<br \/>\nLe slogan se d\u00e9cline de mani\u00e8re \u00e0 proposer les diff\u00e9rents arguments soutenant la notion de vitalit\u00e9 en utilisant des formulations inclusives : \u00abUne \u00e9nergie vitale pour le Qu\u00e9bec\u00bb, \u00abUne \u00e9nergie vitale pour nos agriculteurs\u00bb, \u00abUne \u00e9nergie vitale pour nos restaurateurs\u00bb, \u00abUne \u00e9nergie vitale pour nos r\u00e9gions\u00bb, etc. Ainsi, l\u2019approche de communication est faite pour int\u00e9grer l\u2019\u00e9nergie propane et les entreprises qui la distribuent dans l\u2019ensemble \u00e9conomique du Qu\u00e9bec.<\/p>\n<p>Enfin, le nouveau positionnement et la nouvelle image servent \u00e9galement \u00e0 rallier sous une m\u00eame banni\u00e8re les membres de l\u2019AQP en leur permettant de s\u2019identifier \u00e0 une marque dont ils peuvent \u00eatre fiers.<\/p>\n<p>Toute l\u2019approche a \u00e9t\u00e9 pens\u00e9e en vue d\u2019int\u00e9grer de fa\u00e7on coh\u00e9rente des outils de communication servant aux relations publiques, \u00e0 la publicit\u00e9, au marketing Web, au marketing Web entrant (inbound) et au marketing relationnel. Le tout a \u00e9t\u00e9 r\u00e9pertori\u00e9 dans un livre de 130 pages qui incorpore les volets strat\u00e9gique, cr\u00e9atif et technique de la marque. Ainsi, la vision de la marque a \u00e9t\u00e9 consign\u00e9e pour assurer la coh\u00e9rence des communications au cours des prochaines ann\u00e9es.<\/p>\n<p>Le site Web a \u00e9t\u00e9 cr\u00e9\u00e9 pour positionner et pr\u00e9senter une image moderne de l\u2019\u00e9nergie propane, expliciter les arguments relatifs \u00e0 son importance, promouvoir ses nombreuses applications et renforcer les aspects associatifs de l\u2019AQP. Il constitue le plus grand r\u00e9servoir d\u2019information en ligne au Qu\u00e9bec concernant les avantages et les utilisations de cette forme d\u2019\u00e9nergie. Les membres peuvent ainsi partager \u00e0 leur tour les contenus dans leurs propres communications et r\u00e9seaux sociaux. Un site intranet exhaustif a \u00e9galement \u00e9t\u00e9 cr\u00e9\u00e9 pour les membres afin de r\u00e9pertorier et d\u2019archiver l\u2019ensemble des informations relatives au volet associatif de l\u2019AQP.<\/p>\n<p>Toute l\u2019approche est enti\u00e8rement int\u00e9gr\u00e9e pour permettre \u00e0 l\u2019AQP de jouer un r\u00f4le vital dans la vie de ses membres \u00e0 court, moyen et long terme.<\/p>\n","en":"<p>The Association qu\u00e9b\u00e9coise du propane (AQP) asked us to rethink its mandate and look into its mission and role. After several discussions, we recommended that its directors ensure the relevance of the Association, making it an organization whose primary objective is to promote propane energy. Three basic strategic pillars were defined to achieve this goal: public recognition of propane, the commitment of members, and government relations.  <\/p>\n<p>To do so, we repositioned propane in Qu\u00e9bec, developed branding that brings it closer to the Qu\u00e9bec market, and came up with a professional communication approach designed to increase its competitive edge.<\/p>\n<p>The new image was created to transform the public perception of propane (gas used in barbecues). It positions propane as an essential form of energy that is key to the operations of a number of major Qu\u00e9bec industries and showcases its advantages as a source of energy that can help reduce greenhouse gases.  <\/p>\n<p>Further to this, the new logo features a blue flame in the shape of a fleur-de-lys along with the word \u201cpropane\u201d and the positioning slogan \u201cUne \u00e9nergie vitale\u201d (Vital Energy). Together, these elements express the industry\u2019s ties to Qu\u00e9bec and define propane as an essential component of our energy portfolio. Graphically, it also integrates the address of the website\u201cpropanequebec.com\u201d.<br \/>\nThe slogan serves to present various rationales supporting the notion of vitality, using inclusive statements:  \u201cEnergy vital to Qu\u00e9bec\u201d, \u201cEnergy vital to agriculture\u201d, \u201cEnergy vital to the restaurant sector\u201d, \u201cEnergy vital to our regions\u201d, etc.   Indeed, the communication approach has been developed to include propane energy and the companies that distribute it within the Qu\u00e9bec economy.  <\/p>\n<p>Finally, the new positioning and the new image also serve to rally all members of the Association under a single banner, allowing them to identify with a brand of which they can be proud.   <\/p>\n<p>The entire approach has been developed to integrate, in a coherent manner, communication tools used in public relations, advertising, web marketing, inbound web marketing and relationship marketing. All elements have been compiled in a 130-page book that covers the brand\u2019s strategic, creative and technical components. Documenting the brand\u2019s vision in this manner ensures coherent communications over the coming years.<\/p>\n<p>The website \u201cpropanequebec.com\u201d was created to position and present a modern image of propane energy, explicitly state the reasons for its importance, promote its many applications, and strengthen the associative aspects of the AQP. It is the largest repository of online information in Qu\u00e9bec on both the advantages and uses of this form of energy. Members can, in turn, share its contents in their own communications and social networks. An exhaustive intranet site has also been created for members to record and archive all information relating to the associative component of the AQP.<br \/>\nThe entire approach has been fully integrated, allowing the Association to play a vital role in the life of its members, in the near, mid and long term.  <\/p>\n"},"permalinks":{"fr":"https:\/\/int.design\/fr\/projets\/image-de-marque-et-positionnement-marque-association-quebecoise-du-propane-propane-quebec\/","en":"https:\/\/int.design\/en\/projects\/image-de-marque-et-positionnement-marque-association-quebecoise-du-propane-propane-quebec\/"},"titles":{"fr":"Image de marque et positionnement marque\/Association qu\u00e9b\u00e9coise du propane\/Propane Qu\u00e9bec","en":"Image de marque et positionnement marque\/Association qu\u00e9b\u00e9coise du propane\/Propane Qu\u00e9bec"},"wp_fields":[],"laravel_id":""},"_links":{"self":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/project\/79780","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/types\/project"}],"wp:attachment":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/media?parent=79780"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}