Case Study: There’s a Fly in my Soup!
Raising Awareness of Orkin’s Commercial Division

Client:

Orkin Commercial Services

Assignment:

Despite being the nation’s top commercial pest control provider, Orkin was perceived by prospects in six targeted industry sectors (food processing, healthcare, education, hospitality, education, and facility mgt.) as a residential service company. Research also showed those sectors used competing service providers. We were asked to change this perception with a public relations campaign.

Strategy/Implementation:

We created an electronic media kit to reintroduce Orkin Commercial to editors, as well as a 90-page commercial Web Site, an electronic newsletter and a video designed to assist the sales force. In addition, we launched a customer-recognition program to give us an additional media hook to highlight the commercial services sector among facilities managers nationwide. Our media outreach included stories about flies in the food supply and “green pest control.” It also included a successful strategy of penning bylined articles for vertical trades. Finally, we crafted strategic partnerships with the Centers for Disease Control and the American Society for Healthcare Environmental Services to lend further credibility to Orkin’s services.

Results:

Commercial sales revenue increased nearly 20 percent in the year following the campaign. Media relations generated 5.3 million impressions in industry trades supporting the six targeted areas. Our tools were used by more than half of Orkin’s sales force, with more adoption expected as the program unfolds. Jackson Spalding was recognized for its work on this project with a Siver Sabre Award.