Client Situation
JP McHale Pest Management, a trusted family-owned business serving the Hudson Valley, Long Island, and Connecticut for over 50 years merged with Anticimex, a global pest management company serving 3 million people in 21 countries worldwide. This merger resulted in several customers voicing concerns that the company might become “too big” and lose its personalized, community-focused approach.
DDRPR, JP McHale’s public relations agency for over 15 years, has executed an ongoing strategic communications-reputation management campaign aiming to reinforce the company’s reputation for providing a range of reliable, and effective pest management services, combined with “exceptional customer service.”
Challenges
- To reinforce JP McHale’s image as a family and community-oriented business that has built trusting relationships with its customers, despite being acquired by a larger company.
- To emphasize that JP McHale’s merger with the Anticimex corporation has been positive for JP McHale customers because the company now has access to the most current, cutting-edge pest management strategies and techniques.
- To carve a prominent niche for JP McHale as uniquely positioned to eliminate pest issues using the latest pest control technology and non-chemical strategies.
- To emphasize JP McHale’s commitment to public health and the safety of its customers.
DDRPR Strategies
To address these challenges and meet our objectives, DDR Public Relations has developed an Integrated Communications/Reputation-Brand Management Campaign that features Omnichannel Media Marketing, Media Relations Social Media, Reputation Management, and Crisis Prevention & Crisis Management strategies that include:
- Establishing brand authority, customer trust, and a leadership position for JP McHale via thought leadership and earned media placement strategies focusing on the Westchester, Rockland, Long Island, and New York City media markets, as well as via national print and broadcast media.
- Developing a consumer education campaign that features consumer information and tips; as well as information and tips for businesses and property owners; and thought leadership articles and op-eds for both industry trade and local media.
- Communicating directly with every customer and potential customer through a strategic eMarketing campaign that includes regular stream emails to customers highlighting useful information and helpful tips.
- Responding to and quickly addressing any complaints and misinformation, while reinforcing JP McHale’s credibility using media, social media, and eMarketing channels.
- Developing partnerships with community organizations and tie-ins with events and initiatives that can showcase JP McHale’s commitment to its customers and the communities it serves.
DDRPR Action
Reputation Management, Brand Awareness, Brand Authority & Customer Trust:
- Media Relations – Consumer Education & Thought Leadership
- Secure top-tier media placements – helpful tips, useful information, and thought leadership pieces in national and local Westchester, Rockland, Long Island, and New York City consumer and business media outlets.
- Secure guest columns and expert interviews in targeted local and national media outlets; craft content that focuses on identifying pests and pest issues, public health issues, and health risks as they relate to pests, and effective pest prevention and pest control solutions.
- Social Media Engagement
- Monitor discussions across local Facebook groups and community forums, including “Moms” and local community pages where service providers are frequently recommended.
- Respond to customer concerns swiftly, reinforcing JP McHale’s reliability and expertise.
- Use social listening tools to identify and address emerging pest-related topics, providing timely educational content.
- eMarketing
- Conduct a strategic and targeted eMarketing Campaign including emails that feature useful info and tips for residential and commercial customers and potential customers.
- Incentivize current customers with colorful and captivating emails that offer percent-off discounts.
Community Relations: Special Events & Programs
The following are some of the more noteworthy events DDRPR has created specifically for JP McHale. In addition, we have arranged participation for JP McHale in numerous local events, including Westchester County Parks summer movies, town concerts, etc.
- Bedbug Elimination Station Event
- JP McHale responded to a local concern when bedbugs were discovered in books in the Chappaqua Library. Partnering with the Town of New Castle and the Chappaqua Library, JP McHale launched a big crowd event at the Chappaqua Train Station featuring a “Bedbug Elimination Station” and a bedbug sniffing dog. The public was invited to bring their books to the Bedbug Elimination Station to find out if any bedbugs were hiding in their books. Over 3,000 books were inspected and immediate pest control services were booked! Our widespread media coverage included WCBS-TV, News 12, The Journal News, Patch, Daily Voice, etc.
- Aptive Pest Control “Imposter”
- Aptive, a Utah-based pest control company, used misleading door-to-door sales tactics in the summer months to lure unknowing customers into signing service contracts with them, often saying that they are affiliated with JP McHale. Upon finding out that this was happening, DDRPR immediately executed a proactive campaign in the impacted communities to clarify this disinformation and to reinforce the trusting relationship JP McHale has with its customers and communities. We maximized the use of JP McHale’s social media platforms, Direct Messaging, Facebook Moms and Community pages, Nextdoor, and Google, as well as via media placements and eMarkeing – all aiming to communicate and clear up the disinformation and emphasize JP McHale’s impressive reputation for ethics, honesty, and trust.
- LymeShield System Ribbon-Cutting Event at Rye Sanctuary
- JP McHale partnered with Westchester County Parks to launch a LymeShield System that is designed to protect park visitors from ticks and Lyme Disease at Read Sanctuary in Rye. DDRPR’s communications campaign for LymeShield highlighted how protecting public health and enhancing the outdoor experience is one of JP McHale’s top priorities. The DDRPR team worked in tandem with the Westchester County Department of Parks to create a ribbon-cutting event for LymeShield to underscore the importance of proactive tick prevention and protection for combatting Lyme Disease. The event featured key speakers, including Westchester County Executive Ken Jenkins and representatives from the Westchester County Department of Health, along with a host of reporters from local media outlets.
DDRPR Impact & Results
From bedbugs in a local library, to Hantavirus causing the death of actor Gene Hackman’s wife, DDRPR has positioned JP McHale at the forefront of major news, lifestyle and industry trends and in front of the media as soon as news breaks. Through a fusion of our reputation management, media relations, and community engagement campaigns, DDRPR has played a pivotal role in maintaining customer trust and brand strengthening in a competitive industry. By swiftly addressing misinformation and disinformation, and quickly responding to JP McHale customer’s concerns on social media, DDRPR has played an integral role in building and protecting JP McHale’s reputation and ensuring loyal relationships with its customers.
