May 2017

Today’s Press Releases: More than Just the Facts

This month, Newport News Public Schools unveiled its new fleet of propane-fueled buses. How did we know? Because it’s in the news! We worked with the school district to develop a press release about their new fleet of 24 Blue Bird Vision Propane buses and craft a message to attract the media. A press release can shine a positive light on the propane buses you sell.

We all know that there can be politics behind the purchase of school buses, whether they are propane-fueled or not. “Selling” the idea of propane may be even more challenging after the buses are in operation. Carter Machinery connected us with the contacts at NNPS that we worked with to develop a press release that would show the community the positive benefits of its new fleet of propane-fueled buses.

By distributing a press release with a strong, clear and concise message, you control the tone. For example, this quote from NNPS’s press release clearly presents the benefits of propane as an engine fuel and the research that was done in selecting propane, thus backing up the reasoning for the purchase.

“Propane autogas is the best choice for Newport News Public Schools because it’s economical, safe, environmentally friendly and offers many bus maintenance advantages,” says Shay Coates, director of transportation for the school district. “After two years of attending trade shows, meeting with bus manufacturers, and talking with colleagues in school districts that operate alternative fuel buses, we knew this was the direction we wanted to pursue. The benefits of propane, in comparison to diesel, made it an easy choice for the school district.”

The NNPS press release also included testimonials from two drivers, which gave a more personal side to the purchase of the buses. We also provided the media with a photograph of the drivers. Here’s that excerpt:

In addition to providing cost savings, the new propane buses have positively impacted the district’s bus drivers. Rosalind McCauley, an 18-year veteran driver, says the new propane-fueled buses ride smoother and make less noise, allowing her to hear the students better. Driver Halle Washington says that the propane bus is so quiet that “at first, I wasn’t even sure if it was running.”

A press release doesn’t have to be “just the facts” any more. While the who, what and why are still important, it’s the specific message with a dash of personality that really catches the media’s eye today — and shines a bright light on the propane buses you sell.

Here are some of examples of coverage:

The Daily Press: http://www.dailypress.com/news/newport-news/dp-nws-nn-propane-school-buses-20170504-story.html

NGT News: http://ngtnews.com/va-school-district-buys-two-dozen-propane-powered-buses

School Bus Fleet: http://www.schoolbusfleet.com/news/722326/virginia-district-adds-new-propane-school-buses-to-fleet

Dealer Spotlight: Yancey Bus Sales and Service

Interviewee: Shooter Roberts

Title: Sales Manager

Q.  What has made you successful with alternative fuels?

A.  We are upfront about the cost savings with propane. We provide in-depth financial analysis that supports the significant savings that the customers will see with propane buses in operation.

Word of mouth is also key. We encourage our customers to talk with one another and refer us to other potential customers. Those types of referrals are huge! We find that because the buses perform so well, customers are excited to talk about their experience and promote what they’re doing. And that type of excitement is contagious.

We also get our propane demo bus out there. School districts are often skeptical until they actually get on a propane bus and drive it. They need to experience the differences, not just hear about them. It’s also the perfect opportunity to show customers how propane buses need a lot less equipment and aftermarket parts compared to diesel.

We also reach out to ROUSH CleanTech and Blue Bird’s alt fuels teams to help us sell because of their extensive product knowledge. This really shows our customers that we are the propane experts.

Q.  How do you introduce propane-fueled buses to prospective customers?

We have an alt fuels discussion with every customer every year — even if they only buy diesel. We talk propane at every opportunity. The potential savings with purchasing propane-fueled buses are so great that we’d be doing the customer a disservice by not talking alt fuels with them. If you’re not sure how to bring up propane to a diesel customer, wait until they bring up maintenance. That’s an ideal time to talk about the reduced maintenance time and costs associated with propane.