Termite, Ant Institutes’ Web Content Now Available To BASF Partner Sites

RESEARCH TRIANGLE PARK, N.C. — As a benefit to partners in the pest control industry, BASF now offers its pest management professional customers the opportunity to link their company Web sites to its popular consumer education Web sites, the Termite Institute (www.TermiteInstitute.com) and the Ant Institute (www.AntInstitute.com).

Since their launches in 2006 and 2007, respectively, the Termite Institute and the Ant Institute have helped tens of thousands of visitors learn the basics of pest biology and moved them forward in their decisions to purchase pest management services from BASF Partner companies. Both sites have been updated in 2008 to offer new cutting-edge content and interactive visitor experiences.  

“These online institutes are a critical piece of our ongoing commitment to creating consumer demand and developing consumer understanding of the value of professional pest management treatments with BASF products,” said Cynthia Gigandet, senior marketing manager for BASF’s Professional Pest Control group. “Both sites feature a ‘Find a Professional’ ZIP code locator and our Termidor termiticide/insecticide ‘Hot Leads’ program that connects consumers with companies in their area. Now, BASF partners who want to leverage the exceptional content of these sites from their own Web site may do so, free of charge, by linking to special versions of the sites without the ‘Find a Professional locator tool. That way, homeowners remain focused on the individual PMP’s company while learning about the overall value of professional ant and termite treatments.”

Partners interested in linking directly from their Web sites to either or both special versions of the Institutes, can do so by simply establishing a link from their Web site to www.TermiteInstitutePartners.com or www.AntInstitutePartners.com.

The Termite and Ant Institutes underwent comprehensive redesigns in preparation for 2008. In partnership with the University of Florida, the sites allow visitors to follow the daily lives of both eastern subterranean termites and red imported fire ants in real time. High-impact Web cameras capture engaging and up-close snapshots of termites and ants 24 hours a day, seven days a week — simulating a typical home invasion for consumers at the click of a mouse.  The Web cameras will join a host of other Institute enhancements designed to capture visitors’ preferences and imaginations throughout both Web site experiences.

Philip G. Koehler, Ph.D., urban entomologist at the University of Florida, shares in the philosophy that an informed and engaged consumer is more likely to make smart decisions about protecting their property from pests. "Our entomology team has been working diligently to give Institute visitors a unique online experience with the video cameras, unlike anything currently available on the Web,” he said. "Our students will be closely monitoring the termite and ant habitats, and delivering a behind the scenes blog of all activity for Web site visitors to follow.”

Additional new features for the Termite and Ant Institutes include robust multimedia galleries of videos, photos and audio; an informative podcast that captures the newest features from both Institutes; a news tool on the home page that refreshes to feature the latest termite and ant news; a poll feature that allows visitors to weigh in on the most timely pest-related topics; and a keyword search that directs visitors where they want to go in seconds.

“At BASF, our priority is to support our customers with everyday solutions to build their business,” said Gigandet. “Smart online content and multimedia Web site experiences are proven tools to engage current and prospective customers, and we are pleased to extend the value of our consumer Web portals to our dedicated partners.”