MOSQUITO SHIELD

From Buzz to Swarm: Hatching Mosquito Shield's Marketing Activation Plan to Effectively Attract Customers Nationwide and Locally

Overview

Foster Marketing overhauled Mosquito Shield's entire approach to marketing, including the brands look and feel in the eyes of the consumer. Foster’s first critical move was shifting from a continuous “always on” approach to a skillfully synchronized campaign that catered to the mindset of the target audience. Through exhaustive updates to the brand and marketing strategy, we improved brand awareness and recall, effectively exceeded the business objectives for lead generation and conversion all while driving down CPL and overall marketing spend. Additionally, our innovative hyperlocal search campaign game-changed the efficacy of our PPC efforts, revolutionizing Mosquito Shield's local online presence.

The Buzz of the Home Services Industry

Mosquito Shield Franchise Corporation emerged as a pioneering mosquito control brand, venturing into nationwide franchising. However, during its early years, the brand grappled with limited consumer awareness and lacked valuable insights into consumer data.

In 2017, an opportunity arose for us to assist Mosquito Shield in establishing a more meaningful connection with their target audience, thereby generating leads and fostering the growth of their Franchisees businesses. To achieve this, we embarked on an in-depth analysis of their previous marketing strategies and Google data.

Our investigation revealed a crucial discovery: Mosquito Shield's consumers only considered availing their services when faced with a mosquito or tick problem. It became apparent that the brand's audience only paid attention to their marketing efforts when they found themselves outside, being relentlessly bitten. Armed with this insight, a new strategy took shape—a strategy that ingeniously aligned with the hatching season of mosquitoes themselves.

Mosquito Shield's Agile Strategy Targets the Perfect Time and Optimizes Franchise Marketing Efficiency

Mosquito Shield's marketing strategy demanded both flexibility and scalability, ensuring a precise launch as the season broke in each distinct area of the nation while maintaining cost efficiency throughout the franchise system's marketing expenditures.

• Tailored Support: To ensure the success of Mosquito Shield's new marketing strategy, we provided tailored support to Franchisees in implementing their campaigns at the local level. This involved conducting comprehensive market research and analyzing regional data to determine the optimal timing and messaging for each location. By aligning the marketing activations with the precise moments when the mosquito season broke in specific areas, we maximized the brand's impact and relevance, leading to increased customer engagement and higher conversion at a lower cost.

• Strategic Synchronization: Our team meticulously synchronized the marketing activations across the nation, leveraging digital platforms, targeted advertising, and localized messaging to create a cohesive and impactful campaign. By striking at the right time and capturing the attention of customers when they needed mosquito control the most, Mosquito Shield differentiated itself from competitors and established itself as the go-to solution for pest-related concerns.

• Hyperlocal Search Campaign: In addition to the synchronized campaign, we implemented a groundbreaking hyperlocal search campaign that revolutionized the efficacy of our PPC efforts. By leveraging advanced targeting techniques and optimizing keywords based on specific localities, we achieved unprecedented precision in reaching customers searching for mosquito control services in their immediate vicinity. This hyperlocal approach not only increased the efficiency of our PPC spending but also significantly improved Mosquito Shield's local online presence, ensuring higher visibility in the areas where customers needed their services the most.

Results and Successes

The strategic shift in Mosquito Shield's marketing approach, coupled with the implementation of the hyperlocal search campaign, yielded significant results and successes for the franchise system:

Revenue Increase:

Franchisees experienced a remarkable 40% year-over-year revenue increase in the first year of implementing the new marketing strategy. The synchronized campaign, targeting customers precisely when they needed mosquito control, contributed to heightened brand recognition and customer conversions. The hyperlocal search campaign further amplified these results by capturing customers actively searching for services in their local area.

Reduced Marketing Spend:

Franchisees saw a 19% year-over-year decrease in marketing spend while achieving improved results. The optimization of advertising budgets and the strategic allocation of resources during the peak season resulted in higher cost-efficiency and increased profitability. The hyperlocal search campaign played a crucial role in this success by maximizing the impact of PPC spending at the local level.

Long-Term Blueprint:

Our collaborative partnership with Mosquito Shield extended beyond the initial campaign implementation. We delivered a comprehensive marketing strategy blueprint that continues to guide the franchise system's marketing efforts to this day. By establishing a clear roadmap, providing ongoing support, and incorporating the hyperlocal search campaign as a core component, we empowered Mosquito Shield and its Franchisees to maintain sustained growth and success.

Conclusion

Through a strategic shift in marketing approach and the implementation of a groundbreaking hyperlocal search campaign, Mosquito Shield transformed its campaign from a continuous presence to a targeted, synchronized activation plan. By understanding the mindset of the target audience, leveraging the timing of mosquito season breaks, and utilizing advanced targeting techniques in PPC, the brand successfully attracted customers nationwide while optimizing marketing efficiency for Franchisees. The impressive revenue increase, reduced marketing spends, and the establishment of a long-term marketing blueprint, including the game-changing hyperlocal search campaign, highlight the effectiveness and long-lasting impact of Mosquito Shield's agile marketing strategy.