Expanding Exterminator Awareness Without Being a Pest

THE CLIENT

The National Pest Management Association is a 501(c)(6) non-profit organization that supports its industry through consumer education and the continuing education of its member professionals. The association conducts public education and awareness programs for consumers and regularly produces campaigns to educate the public and encourage viewers to visit PestWorld.org.

 

THE CHALLENGE

Educate consumers about the health-related dangers of common household pests and drive them to PestWorld.org for more information.

 

THE SOLUTION

Connect360 has been a trusted media partner of NPMA for more than 16 years.  During that time, we have launched strategic PSA campaigns to help NPMA generate media exposure, increase public awareness and drive traffic to their website. For their most recent campaign we developed a multi-pronged approach.

 

The objective was to drive the highest number of impressions by having consumers visit PestWorld.org, where the public could learn more about common pest problems and how to manage them.

 

The campaign included the following services:

 

Television & Radio Public Service Announcements

  • We conducted three seasonal distributions to television and radio stations, strategically timed to high pest seasons: spring, summer and fall.
  • We conducted 10 PSA campaign promotions throughout the year to encourage station directors to air the spot.
  • We sent thank you emails to PSA directors in the spring to acknowledge the prior year’s support of NPMA and encourage use of the new season of PSAs.

Mobile App Placements

  • We placed NPMA’s video ads on hundreds of mobile apps.
  • This targeted placement educated homeowners about the dangers of health conditions caused by summer pests like ticks, mosquitoes and others.
    • Target audience demographic was set up to include Millennials and Gen X with household incomes of $75,000+
    • The goal was to reach audiences with the disposable income to hire a professional pest management company rather than DIY

The Results: 

2021 Television and Radio Public Service Announcement Results

  • 352,087 airings
  • 1,201,990,022 impressions
  • $57,018,474 donated media value

In-App Mobile Campaign

  • 959,106 audience-targeted impressions
  • 727,583 video views
  • 38,030 clicks

In-App Mobile Display Ad Screenshot – App: Letter Soup

About Connect 360

Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.

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