Case Study: Orkin, Inc. Offers Assistance with ABC-TV’s Extreme Makeover: Home Edition

Client:

Orkin, Inc. (2002–present)

Assignment:

Capitalize on existing trends to generate national media coverage for Orkin, highlighting to consumers the need for ongoing vs. reactive pest prevention.

Strategy/Implementation:

Worked with Lock & Key Productions to pitch Orkin as the go-to pest control company for ABC-TV’s hit reality television show “Extreme Makeover: Home Edition.” Negotiated and secured contract outlining Orkin’s benefits for in-kind donation of pest and termite control services for the “Okvath Family and University Medical Center” episode. Media-trained and coordinated on-site logistics for 10-person Orkin team. Developed and distributed media materials regarding Orkin’s involvement before, during and after episode filming to maximize media coverage. Leveraged Orkin’s involvement with the show through purchase of a fifteen-second advertising spot.

Results:

Secured a rolling end credit on “Extreme Makeover: Home Edition,” company mention on ABC.com and two exclusive allowances: for representatives to wear Orkin uniforms and for Orkin’s Media Services staff to film on-site. Generated 11 media placements, including a logo shot/one-minute interview on ABC-TV’s Monday night follow-up show, “How’d They Do That?”, with a total circulation of 18,108,239* and ad equivalency of $193,370.* Net ROI was $166,381.

*Figures are raw and do not include a standard industry multiplier.