Terminix: Strategy PlanningEmily LeBlanc

What does Terminix stand for?

100% satisfaction or your money back

Same-day solutionsUnmatched Expertise

We’ll tailor a plan just for you

What are the goals of Terminix?

Generate interest in categoryBeat Orkin by 10% in number

of media placements, winning SOV

Help drive preference in sales

Ideas that are “Big” and show out-of-the-box thinking

Our Goals

● Terminix to be the reason people think about professional pest control more often

● Expand and extend occasions and situations for usage of Terminix, and make this brand the top-of-mind association for pest control

● Create brand loyalty with Terminix

Positioning StatementFOR households seeking professional pest control extermination and prevention

ONLY Terminix can guarantee an expeditious and secure removal of all pest problems while also preventing return

BECAUSE of our great, personable team and our understanding of the threats pests pose to your household

Target Audience

Young parents: concerned for the safety of their families who may have used home remedies if they weren’t aware of the risks that could pose (safety/health issues, further spread of the infestation). Women have maternal instincts, therefore we could target sites like Pinterest more than FaceBook.

Target Audience

DIY-ers: enlighten them of the harm that can be done if DIY-pest removal is attempted compared with the proven statistics of our professional system. DIY has been a very hot subject recently, and this is one thing you can’t DIY.

strategic insight

Ownership: personal consumers should be able to control their

own lives- pest intrusion infringes on

that right

Relationships: company should show personal

stories of customers and workers, featured on the social media campaign to

make the company relatable

Protection: Customers should want to help others,

showing care for others should be an incentive to

provide safetyCompetition: cater to competitive human

characteristics by providing a social media competition for

customers and the community

behavioral

insight...

CULTURE:

● Focus on protection, prevention, safety● Ferguson/police shootings● ISIS constant threat● Ebola scares● Boston Marathon bombing trial● US News & World Report: 1 in 5 teen girls are abused in their

relationships

SWOT Analysis

STRENGTHS:● 85 years of service● 100% satisfaction or money back

guarantee● friendly and cooperative● website is easy to navigate

WEAKNESSES:● More expensive than home

remedies● It’s hard to promote pest

control/create brand loyalty unless consumer has an issue

OPPORTUNITIES:● Use of all social media platforms● Issues continue with ISIS, ebola,

Ferguson/police shooting which (although awful) encourage protection of loved ones

THREATS:● Home remedy competition: less

expensive● Orkin, Western Pro, and HomeTeam:

similar stats, guarantees, and experience as Terminix

● Crane: advantage with environmentally friendly customers

EXECUTIONEXECUTION

STRATEGY

Gain customers and support by targeting audiences who would typically use home remedies for pest control instead of calling professional exterminators.

Step One:Begin campaign with uploading pictures to social media of pest removal jobs gone-wrong because of home remedies or competitors’ lack of professionalism. Focus on how it can be prevented: go to Terminix where “we know where the pests hide and how to eliminate them for good.”

Step Two: This is after we have created an interest, now we need customer participation. Launch campaign on social media channels of pictures of loved ones with a quote such as “My duty is to protect...” followed by “my children,” “wife,” “mom,” or whoever else they want to show they care about. Following the quote and picture, we could start a hashtag campaign with #Terminix, #PestFree, #ProtectionFirst, or other similar hashtags that would promote our message. These posts would be in a competition to receive some sort of gift for the loved one you posted about. This gives people a chivalry good feeling, and the competitive sense to participate.

Step Three:

As well as having these posts going around, encourage employees to participate in an employee-wide competition. Have a different quote for employees, such as “I work hard to protect...” with #TerminixCareers or some similar hashtag along with the other hashtag that is driving the competition. This will give customers the ability to relate to the company as well as increasing personality of the brand.

STRATEGY 2

Generate buzz by targeting smart phone users who will spread the brand name by word of mouth and therefore make Terminix the first brand thought of.

Step OneGet employees and family on board. Also send out posts via social media to convey plan: We will generate mass text messages to create and interactive game between our audience. If you get a message with a bug emoji, you are infected and the only way to be uninfected is to get a message with a Terminix logo. The messages will read something along the lines of: "You've been infected! Send this message to 10 of your best friends that you love to BUG! Then send 2 Terminix logos to the people you absolutely cannot live without to cure their infections... Will you be cured??"

Step TwoWait to see if messages go viral, and follow the streams for potential damage control. If they don't go viral, try involving a celebrity the post about it or talk about it on a show.

Step ThreeEven if people did not participate in the message streams, most people will have heard about it. Now it's time to advertize so that the audience feels connected to the ads: run blank ads that simply say something along the lines of "You'd be one of our top 2. Terminix." or "If you're viewing this, you've been un-infected. Terminix." I'm envisioning a blank white space with the letters in a Terminix green, and Terminix at the bottom right side of the page. Even if someone had not heard about the messages, these ads would cause someone to be interested enough to click on them--and we could have a post somewhere on the Website as to what messages we ran.

Throughout CampaignFocus on control/ownership: providing for others and protecting loved ones shows leadership and compassions. Throughout campaign, release quotes by CEO, managers, employees, and even give spotlight quotes to participants highlighting the comparison between control and protection.