FAIRFAX, Va. – With numerous national media placements, a Twitter page, innovative public service announcements (PSAs) and other media outreach opportunities, consumers heard the voice of the professional pest management industry loud and clear across the U.S. this past year.
The results of the 2009 marketing campaign were shared with the Professional Pest Management Alliance (PPMA) Board of Directors at its meeting during Legislative Day in Washington, D.C. “The goal of the PPMA marketing campaign is to position our industry as a credible source of information on all pest-related matters,” said Missy Henriksen, executive director of PPMA. “The results of the campaign show that our expertise, knowledge and industry information has served consumers and our members well over the past year.”
2009 PPMA Media Highlights
In the past year, industry experts have been quoted, seen or have provided information to more than 1,000 national and local TV shows, newspapers and radio stations. That equals more than $29 million in free positive publicity for the pest management industry. Media coverage has included “The Rachael Ray Show,” CNBC’s “Street Signs,” NBC’s “Today Show,” NPR’s “Morning Edition,” “BBC World Service,” The Wall Street Journal, The Washington Post, Everyday With Rachael Ray and hundreds of local market outlets. PPMA also had success reaching customers in the commercial market through articles in the Retail Business Facility, Cleaning and Maintenance Magazine, Hotel and Motel Management and Realtor Magazine.
2009 PPMA Public Service Announcements (PSAs)
PPMA produced two PSAs in 2009 entitled “Parallel Lives” and “Least Wanted.” These PSAs aired across the country, totaling nearly 400 hours of television and radio airtime. These spots focused on the health risks posed by household pests and were seen and heard by more than 230 million current and potential industry customers.
Additionally, PPMA held its inaugural Pest PSA Contest through the PestWorldForKids.org web site and received more than 50 entries nationwide. Students from Red Bank Middle School in New Jersey won the grand prize of $3,000 for their school’s science curriculum by demonstrating in a creative manner how important the messages of pest prevention and proper management are for consumers.
2009 PPMA Online Communications
PPMA’s consumer web site traffic increased 37 percent compared to 2008, with nearly 50,000 users accessing the “Find a Pro” tool on PestWorld.org. PPMA has successfully been able to publicize the web sites in stories in the media as well as through PSAs and online advertising.
To further promote NPMA and discuss pest-related issues, PPMA established a Twitter page (@Pestworld) in September 2009 and today has more than 1,000 followers. PPMA “tweets” multiple times a day about current pest-related events and interesting facts and directs followers to the appropriate PPMA-sponsored web sites. PPMA also engages in online conversations by answering consumer questions and encouraging the use of a local professional for their pest problems.
“2009 was a huge year for our industry. Thanks to the generous support from our Guardians and Contributors, we were able to reach more consumers than ever before utilizing a strategic blend of marketing communications,” said Henriksen. “Hundreds of voices make one, very loud voice that gets heard. We’re off to a strong start in 2010 and I am confident that our industry will continue to reap the many rewards of this successful public outreach.”
For additional information on the Professional Pest Management Alliance, please visit www.npmapestworld.com/PPMA