For about 20 years, the PPMA has been the industry’s unified voice to the consumer, with a mandate to grow, protect, promote and defend the industry. Much of the consumer connection goal and strategy is aligned with the PPMA strategic marketing and communications plan, which will be presented to the PPMA Board of Directors for approval during the meeting at PestWorld. The plan continues to build on successes in educating the consumer on the value of professional pest control through a variety of avenues, several of which are cornerstones of the program including media and public relations, a strong digital program and platform including web and social media; public service announcements and advertising.
Specific objectives identified at the P3 Summit have been built into the plan including a stronger focus on millennials and generational messaging and tactics as well as specific programs that present opportunities to promote our industry, with the consumer, with a strong and clear public health message. Additionally, as discussed at the Summit, consumer research on the buying habits of millennials and baby boomers for directional purposes has been incorporated into the plan.