Lead generation without discounts
Terminix’s largest franchise faced stiff competition from companies who appear to perform the same services for less money. We needed to persuade consumers (who don’t even think about pest control unless there’s a visible problem) to see the value in preventative treatment vs. just jumping at a cheap offer. So we created a unique position for the brand – a Carolinas-based, family-owned company that’s backed by the power of Terminix International’s science and technology.
We brought this position to life in a variety of digital and traditional media and connected emotionally with the target influencer: women.