PPMA - Pest Control Technology

The Proactive Voice of the
Pest Management Industry
Celebrating 15 years // 1997 – 2012

Celebrating 15 Years of PPMA
By Jodi Dorsch
The Professional Pest Management Alliance (PPMA) is 15
years old, which, if it were a person, would make it one
year shy from getting its driver’s license. But that doesn’t
mean PPMA hasn’t been driving the public’s perception
about the professional pest management industry for the past decade
and a half.
For 15 years, the marketing and public relations arm of the
National Pest Management Association has been proactively
reaching out to the media to tell your story — the story of the
pest management professional. PPMA has taken on the task of
explaining exactly what pest management professionals do and
why they do it. The group has been educating the media and consumers
about the threats posed by the pests you control every
day, while at the same time serving as a media resource when a
negative story hits the airwaves or the Web.
Whenever you see a mention of cockroaches, rats, bed bugs
and other pests on a day-time talk show, in a national magazine
or in a daily newspaper, chances are PPMA has talked to the re-
porter or producer in some way as an
expert resource. And just because you
don’t see NPMA’s name in the piece
doesn’t mean the staff didn’t participate;
it may have been “behind the scenes”
work, like supplying statistics, providing the names of local PMPs
to be interviewed or even helping out with photographs or video.
If you are unfamiliar with PPMA, I hope this supplement
serves as a resource and that you take a few moments to learn
more about the group and its mission. I urge you to visit www.
npmapestworld.org/ppma to find out how you can help improve
the impression of your industry in the minds of both residential
and commercial consumers.
PCT is proud to produce this special supplement honoring
the work the Professional Pest Management Alliance has done
throughout the past 15 years, and we thank the advertisers for
supporting this piece. PCT looks forward to another successful
15 years supporting PPMA and its mission!
CONTENTS
4 PPMA Celebrates 15 Years Advocating for the Pest Control Industry
The Professional Pest Management Alliance has helped to grow the market by
more than 9 million new customers since 1997.
10
12
6 How is PPMA Growing the Market?
Whether it’s PSAs, paid advertising or media relations in print and online,
PPMA works hard to reach consumers wherever they may be.
10 A New Voice for PPMA
In May, PPMA named Loyola University’s Dr. Jorge Parada as its medical
spokesperson to help better communicate medical risks and treatments associated
with pests.
12 PestWorld Asks, ‘Show Us Your Scream’
PPMA’s PestWorld.org joins the Facebook arena with a contest asking folks to
show their best reactions upon seeing an unwanted pest, and boosts its reach
among consumers.
14 PestWorld.org Gets a Makeover Inside and Out
PPMA turns a site redesign into an opportunity to rethink the visitor experience.
PPMA 15 th Anniversary Supplement 3

PPMA Celebrates 15 Years
Advocating for the Pest Control Industry
PPMA has helped to grow the market by more than 9 million new customers since 1997.
“I’ve been so
appreciative
of what they do
for us as an
industry. They
raised the bar
(and) they’ve
raised the
level of
professionalism
in our industry.”
Stuart Aust,
President,
Bug Doctor Termite
& Pest Control,
Paramus, N.J.
Until the National Pork Board started advertising,
most people didn’t know pork
as “the other white meat.” Before the
California Milk Advisory Board, later
known as the California Milk Processor Board,
took out full-page advertisements of celebrities
sporting milk mustaches, many American’s didn’t
know that “milk does a body good.” These two
campaigns illustrate the strength professional industries
can have when united in educational outreach
to consumers.
While nowhere near the size of these monster
programs, which spent nearly $100 million collectively
to communicate their messages, the pest
management industry’s own Professional Pest
Management Alliance (PPMA) has been working
since 1997 to make significant strides in educating
the public about the vital role the industry has
in protecting against the diseases and dangers of
pests. About 10 years ago, fewer than 18 percent of
homeowners reported using professional pest control.
In 2011, that number has grown to 30 percent
— more than 9 million new pest control customers.
PPMA’s marketing efforts, combined with the work
done by individual companies, are contributing to
the industry’s overall growth.
What is PPMA? PPMA is the marketing arm
of the National Pest Management Association
(NPMA). NPMA’s efforts are focused on impor-
tant tasks such as providing quality education and
training and supporting public policy initiatives.
By design, creating a voice for the industry and
supporting the industry’s growth in the United
States are functions assigned to PPMA. No NPMA
dues dollars support PPMA’s work. Rather, voluntary
investments from companies committed to
the industry’s future provide nearly $2 million in
annual funding to enable its marketing and communications
initiatives.
Originally called the Industry Awareness Council
(IAC), members of the National Pest Control
Association (now NPMA) formed a committee
in 1997, which was chaired by industry veteran
Harvey Massey. The IAC grew into its own organization
with its own Board of Directors and operating
budget in 1998 as it began developing and
executing its own public relations campaign.
Today, PPMA executes a comprehensive marketing
program designed to grow, protect and defend
the industry and to educate the public about
pests through extensive media relations outreach,
television and radio public service announcements,
online advertising, social media engagement, online
initiatives and more. Last year, the organization’s
message (which is all promoted to the consumer
audience under the name of NPMA) was
heard more than 1 billion times through TV and
radio airings, local and national newspaper articles,
consumer and commercial magazines, and more.
Proactively Protecting the Industry
One of the foundational cornerstones that led to the
creation of PPMA was the importance of the industry
having a unified voice to speak up about important
pest issues and to speak on behalf of the industry
as an advocate. With the creation of the organization,
consumers no longer had to learn about pest
management from activists and critics alone. PPMA
has ensured the industry is not in a reactive mode
to negative circumstances, but rather in a proactive
mode of promoting the positive aspects of the industry.
When needed, PPMA will respond to inaccurate
misrepresentations or issue crisis communications
talking points, but fortunately, PPMA mostly operates
in a proactive posture.
4 PPMA 15 th Anniversary Supplement

How is
PPMA
Growing
the
Market?
[
Whether it’s PSAs, paid advertising
or media relations in print and online,
PPMA works hard to reach consumers
wherever they may be.
How does PPMA raise consumer awareness of diseases
and dangers of pests? How does PPMA encourage
the use of qualified and licensed PMPs over
less credible companies and DIY options? PPMA
achieves both objectives through initiatives that fall
into four major categories:
1Media Relations
Generating stories on pest management nationally,
regionally and locally, and positioning
the industry in a positive light.
2Online Communications
Developing and maintaining consumer
websites including www.pestworld.org,
www.pestworldforkids.org, www.allthingsbed
bugs.org, www.kidcrittercrafts.org, www.whatis
ipm.org and an active social media presence on
Facebook, Twitter and most recently on Pinterest.
3Public Service Announcements
Messages air in donated commercial space
on TV and radio stations throughout the
country, reminding customers of the health and
property risks posed by pests.
4Advertising
Targeted banner advertising on highly trafficked
websites frequented by consumers
who fit key demographics.
What follows is a review of these four initiatives. >>
6 PPMA 15 th Anniversary Supplement

1. Connecting with Consumers through Media Relations
One of the most visible ways PPMA connects with
the public is through generating stories all across
the country about professional pest control and
related issues. In the early days, the organization’s
leaders were excited if a reporter in Small Town,
USA, saw the value in a possible bug story and
returned a phone call. Now, with a decade and a
half of service under its belt as a credible resource,
PPMA has become a go-to source for journalists
across the country.
In 2011, for example, the organization participated
in more than 2,000 pest-oriented stories and
spurred the initiation of countless others. Every
day, the industry’s PR team pitches pest story ideas
to editors and producers in the top 250 U.S. media
markets. Although seasonality can play a key role
in pest news, sometimes it’s the oddities of rodents,
bugs and insects that drive interest. Regardless of
the focus, PPMA regularly provides journalists
with staff experts or local pest professionals to create
a “buzz” about pest news.
The first early PR win for the industry’s voice
came in 2000 when NPMA’s former Technical Director
Greg Baumann appeared on NBC’s “Today
Show.” Reaction from the industry was overwhelmingly
positive and it was a huge boost to the group’s
morale. Since that time, PPMA has appeared on
When PPMA was first founded, no one could have
predicted how important online communications
would be to an organization’s visibility. Only a crystal
ball could have forecasted the importance of
search engine optimization or comprehended the
power of social media platforms — or even just a
good, usable website. Today, online communication
is an essential ingredient to the group’s success
in reaching an engaged audience.
PPMA is responsible for three consumer sites:
PestWorld.org, PestWorldforkids.org, and Whatis
IPM.org and several micro-sites: AllThingsBed-
Bugs.org, KidCritterCrafts.com and PestWorld.
org/PestQuest. More than 1 million unique visitors
found their way to these sites last year and more are
expected to this year with an overhauled site design
and SEO initiatives supporting PestWorld.org
(see page 14). Most every media interview done by
PPMA, every ad placed and every PSA aired directs
viewers to one of these sites for ample educational
materials and pest news, as well as access to
the program, now simply known as “Today” 10
more times, in addition to numerous national TV
appearances on “The Dr. Oz Show,” “The Rachael
Ray Show,” MSNBC, CBS “The Early Show,” The
Weather Channel, The History Channel’s “Modern
Marvels,” and in an endless list of coverage in national
publications including People, Real Simple,
Better Homes and Gardens, Time, The Wall Street
Journal, USA Today and more. While national audiences
are important, so too are the stories the organization
generates in hundreds of small towns.
That is why the group dedicates time and resources
to pitching in smaller markets and providing content
specific to community papers.
In addition to its communications to homeowners,
much attention has also been given to educating
commercial audiences. It’s been a particularly
important objective in recent years, as economic
conditions have encouraged some companies to
control costs by reducing their pest control operations.
With PPMA-written articles, the industry
has taken a leadership role to help businesses
understand the potential consequences of poundwise,
penny-foolish decisions. Last year, PPMA
generated messages reached a collective audience
of more than 2 million in commercial-oriented
publications.
2. Connecting with Consumers through Online Communications
qualified and licensed NPMA member companies
in its ZIP code locator.
Many are surprised to learn PPMA invests so
heavily in online outreach to children. PPMA’s robust
children’s website, PestWorldForKids.org, featuring
games and lesson plans for the classroom,
“Pest Quest,” a web-based children’s show offering
teachable pest facts and interactive quizzes (it’s also
available OnDemand in 31 million homes), Critter
Crafts video segments showing step-by-step instructions
on fun kid crafts, and now the new children’s
ebook, “The Pest Detectives,” PPMA’s Board
of Directors has made quite an investment in fostering
a relationship with tomorrow’s
pest control buyers and future
industry professionals. There’s
recognition that interaction
with the kids of today usually
involves their parents
too, offering dual reach and
immediate impact.
Selected
Media
Placements
• Nightline
• The Today Show
• Dr. Oz
• Rachael Ray
• The Revolution
• NBC Nightly News
• CBS Early Show
• Dateline
• People
Magazine
• Real Simple
• Men’s Health
• Time
• U.S. News and
World Report
• Shape
• USA Today
• Wall Street Journal
• American School
& Hospital Facility
• Quality Assurance
& Food Safety
• Today's Facility
Manager
• American School
& University
• Buildings and
Sanitary
Maintenance
Magazine

“PPMA’s most
important
function is to
support and
elevate the
brand of our
industry and
the pest
management
professional.
PPMA
continues to
provide a
consistent
message about
who we are and
what we do.”
Cleveland Dixon Jr.,
Holiday Termite
and Pest Control,
Springfield, Va.
3. Connecting with Consumers through
Public Service Announcements
Still photos from PPMA’s “Trust Your Instincts” PSA,
in which people don’t do as instructed and are
surprised (and scared!) at what they find.
Because of NPMA’s non-profit designation, it’s able
to run public service announcements (PSAs) on
television and radio without having to purchase
the airtime. Networks donate space and select the
messages that will be heard and the ones that will
be ignored. This seems easy enough, but with limited
space available, it is a highly competitive landscape
and campaigns need to stand out.
Last year, PPMA-produced PSAs aired nearly
125,000 times, equating to more than 1,000 hours
of airtime. All 30- and 60-second spots advise
viewers and listeners about the diseases and dangers
associated with common household pests.
From the sobering “Emergency Room” that offers
a doctor’s perspective on the health implications of
pests to the comical two-part series “Least Wanted”
and “Interrogation,” which features actors dressed
as a cockroach, bed bug and mouse, to this year’s
“Trust Your Instincts,” that looks at people’s natural
reaction to pests, PPMA’s award-winning PSAs are
widely supported by PSA directors of national networks
and local affiliates across the country.
Combining the important messaging offered by
PSAs with the group’s ongoing commitment to science
education, PPMA has invited students to write and produce their own pest-related PSAs for an annual
award of $3,000 to be put toward the winning school’s science program (see page 13).
Trust a Professional: PPMA Adds Another Industry Tool to its Video Series
Everyone has professional advisors in their lives — those who
are essentially strangers from a personal perspective that consumers
trust whole-heartedly with their most valuable assets.
Family physicians safeguard one’s health, financial advisors
protect and (hopefully) grow retirement funds and attorneys hold
a person’s fate in their hands by arguing a case or providing
legal counsel. Of course there are countless other professionals
who consumers depend on to help them live safely. As those in
the industry can attest, pest management professionals serve
in this very same capacity. Homeowners depend on pest
management technicians to keep their families and properties
safe from the diseases and dangers of pests.
To tell this compelling story, PPMA funded the development
of a new video in its “Pride and Professionalism”
series. “Trust a Professional” is an illustrative depiction of a
pop-up storybook. Told from a mother’s perspective, the narrator
explains why she made the choice to partner with a pest
8 PPMA 15 th Anniversary Supplement

4. Connecting with Consumers through
Ad Campaigns
PPMA has long targeted women older than 35 with its ad campaign messaging,
also focusing on married mothers. Its research has shown those who
fit these demographics are often heavily involved in decision-making about
home service providers and see the value in using professional pest control to
protect their homes and families.
The ways in which PPMA has reached out to this audience has changed
over time. Until 2009, PPMA had a heavy investment in radio advertising,
trying to reach listeners during drive time and those at home during the day.
Several years ago — in keeping with how consumers were more likely to receive
and act upon information — PPMA decided to eliminate all radio advertising
and move its ad buy into online advertising. For the past several
years, banner ads have run on popular sites including FoxNews.com, People.
com, Weather.com, iVillage.com, AOL.com and many more. PPMA’s banners
deliver 35 million impressions each year during the start of pest season, running
from mid-March to July.
In 2012, PPMA began testing the returns of Facebook advertising for the
first time. Ad buys were used to encourage consumers to follow NPMA’s consumer
presence on Facebook. PPMA launched the consumer PestWorld page
in mid-June and tied it to a Facebook video and photo contest (see page 12),
the campaign yielded an average of 300 to 500 new followers per day, driving
the amount of “likes” up past 20,000 in less than two months’ time.
PPMA has long targeted
women older than 35 with its
ad campaign messaging, also
focusing on married women
who are mothers.
professional to help protect her family. “We used humor, dynamic
movement and a strong narrative to help viewers learn just
how important it is to entrust a professional with the protection
of their family, home and health,” said Missy Henriksen, executive
director of PPMA. “Aside from our own consumer education
initiatives, the video is also an excellent resource for companies
to use in their own customer communications and can even be
used as part of employee training programs.”
“Trust a Professional” is another tool in the PPMA arsenal
designed to help the group continue its quest to enhance the image
and recognition of professionalism in the industry. In appreciation
of the investors who funded this project, a digital version
of the video is available for download as part of the PPMA Perks
program. Companies can insert their own logos and contact
information on the book cover shown in the video and offer it on
their websites for an individually branded communications and
training piece.
More Committed
PMPs Needed
With just shy of 300 investors, only
about 10 percent of NPMA’s U.S.
membership supports PPMA, yet all
pest companies reap the benefits of
a growing market and a strong industry
voice. PPMA’s leadership is
hopeful more companies will unite
in the efforts to promote the industry.
If 300 companies can enable the
incredible successes that have been
demonstrated so far, imagine what
could be accomplished if PPMA’s
roster were to double or even triple.
While most companies that support
PPMA do so for altruistic reasons,
some also do so for the benefits
(or “PPMA Perks”) that are
offered to those that invest. For
instance, PPMA investors receive
numerous resources that can support
their own company’s marketing
efforts. Items such as customizable
press releases, local media lists, b-
roll and photography, customizable
TV and radio ads, exclusive consumer
and industry research reports
and media talking points can be incredibly
valuable.
Current investors contribute anywhere
between $250 a year to annual
contributions that are well into
the six-figure range. Each donation
is valued and appreciated as it helps
support the industry’s long-term
goals and protects the industry in
the future. Together, the industry will
move forward.
If your company is
not yet investing
and you would like
to learn more about
how you can further
support the industry,
contact PPMA Executive Director,
Missy Henriksen at 703/352-6762
or mhenriksen@pestworld.org.

In May, PPMA
named Loyola
University’s
Dr. Jorge
Parada as
its medical
spokesperson
to help better
communicate
medical risks
and treatments
associated
with pests.
By Bill Delaney
A New Voice for PPMA
In an effort to streamline communications between
PPMA and the public regarding health
risks posed by pests, the organization this past
May retained a new medical spokesperson — and
the man with the job says he sees his new role as an
important one.
“I think my main purpose is to add medical
background to the discussions about how we
should react, what are the things we need to watch
for, when we’re dealing with, for lack of a better
term, pests,” said Dr. Jorge Parada, medical director
of the Loyola University Medical System Infection
Control Program in Chicago, Ill., an associate
professor of medicine at Loyola’s Stritch School of
Medicine and PPMA’s new medical spokesperson.
“The truth is, there are common encounters we
have with mosquitoes, bees, ticks and unfortunately,
they can have medical repercussions.”
Parada has assisted PPMA’s media and consumer
relations efforts as a medical authority in communicating
those health risks, and pens a column
for www.pestworld.org, PPMA’s consumer website.
He said the partnership was forged through a combination
of timing and luck. “I think the NPMA
has long felt comfortable advising in things that can
be done to reduce some of the exposure risks, and
how to manage some of the problems with these
different organisms. They felt a bit less comfortable
talking about some of the real medical effects and
consequences of these encounters.”
Parada said the expertise he provides for the
organization comes through training and experience.
“Everything that I say is coming from my
“
Everything that I say is
coming from my professional
training and is guided by my best
understanding of what the facts
are, not influenced by NPMA, or
any of its specific ties. I do my
best to give straight-up information
and call it as I see it, and that’s
what they want from me.”
— Dr. Jorge Parada
professional training and is guided by my best understanding
of what the facts are, not influenced by
NPMA, or any of its specific ties,” he said. “I do my
best to give straight-up information and call it as I
see it, and that’s what they want from me.”
Parada has an extensive background that allows
him to be an authoritative medical spokesperson
for PPMA, and he said public health has long been
important to him. “It took me a while to decide I
wanted to go into medicine. I went in with a simultaneous
love of trying to understand what it is in
society that leads to certain outcomes. In medicine,
that translated in my mind into understanding
infectious diseases, where transmission has to
do with the society you live in, crowding, poverty,
sanitation, vaccination problems.”
Parada received his bachelor of arts degree in
social sciences from the State University of New
York at Stony Brook, his master’s of public health
from Harvard University and his doctorate in medicine
from Lisbon Medical School in Portugal. He
has completed an infectious diseases fellowship at
Boston University and a health services research
outcomes fellowship at Rush University and Cook
County Hospital in Chicago. He also has served as
course director for the Chicago Medical Society
and the Chicago Department of Public Health’s
programs on emergency preparedness for bioterrorism,
pandemic influenza and severe acute respiratory
syndrome (SARS).
“PPMA is thrilled to have Dr. Parada as our
medical spokesperson,” said Missy Henriksen,
executive director of PPMA. “We are often asked
about specific medical conditions
and treatments as related
to pests and their effects, but
are not able to offer such advice.
With the addition of Dr.
Parada, we are able to provide
not just entomological perspectives,
but medical ones as
well as we continue our efforts
to educate the media and the
public about the diseases and
dangers of pests.”
The author is associate editor of
PCT magazine. Contact him via
email at bdelaney@giemedia.
com.
10 PPMA 15 th Anniversary Supplement

PPMA’s PestWorld.org joins
the Facebook arena with a
contest asking folks to show
their best reactions upon seeing
an unwanted pest, and boosts
its reach among consumers.
PestWorld Asks,
By Bill Delaney
‘Show Us Your Scream’
This past summer, the Professional Pest Management
Alliance (PPMA) had a special request
for consumers: “Show Us Your Scream.”
Via Facebook, PPMA sought to engage consumers
with its “Show Us Your Scream” contest,
which challenged readers to display their finest
reactions upon seeing an unwanted pest. PPMA
Executive Director Missy Henriksen said the initiative’s
goal was for the organization to dip its toes
into Facebook, which had prior been uncharted
territory for the organization.
“I think from PPMA’s perspective, we are always
looking for ways to reach out to consumers,”
said Henriksen. “We look for new ways to engage
with consumers and help them see our messaging.”
In terms of consumer visibility for PPMA, the
effort was a success. The PestWorld.org Facebook
page now has near 21,000 “likes,” and Henriksen
credits the “Show Us Your Scream” contest as a
driver for that growth.
“It was conceptualized as a fun way to reach
out to people,” Henriksen said. “It started with us
creating a Facebook page. For years we had elected
not to — we thought it made sense for consumers
to follow individual pest management companies,
but why would they want to follow our industry?
But because we needed to run that contest through
some sort of social media platform, we reversed
that line of thinking.”
The winner of the contest, Cori G., of New Jersey,
was chosen by Facebook voters from a pool of
about 50 entrants who submitted both photos and
videos, was awarded a paid trip to an amusement
park of their choice. More than 1,500 votes were
cast
“The contest was used as a catalyst to build a
relationship with those people, and Facebook was
a way to make it happen,” Henriksen said, adding
that the initiative exceeded expectations. “The contest
itself isn’t the key takeaway. That will come and
go. The key goal is developing a relationship with
consumers. The fact we have all these folks we’ll
continue to engage with long after the contest is
over, I’m absolutely thrilled.”
Henriksen said that based on the success the
contest, PPMA will likely launch a similar initiative
sometime in the next year.
“I think a lot of people are hesitant to dive into
social media, because it’s unmapped territory,”
Henriksen said. “It’s been great to see how different
companies are using it. I think the industry is very
good about sharing with one another, both their
successes and lessons learned, so it’s great to see.”
The author is associate editor of PCT magazine.
Contact him at bdelaney@giemedia.com.
“The contest
itself isn’t the
key takeaway.
That will come
and go. The
key goal is
developing a
relationship with
consumers. The
fact we have all
these folks
we’ll continue
to engage with
long after the
contest is over,
I’m absolutely
thrilled.”
– Missy Henriksen
12 PPMA 15 th Anniversary Supplement

Schools Invited To Particpate
In National PSA Contest
PPMA has announced the fourth annual “Pest PSA
Contest” on its educational children’s website,
www.pestworldforkids.org. The national contest
challenges students in grades 4 through 8 to create
their own educational television public service announcement
that highlights the health and property
risks posed by common household pests such as
rodents, ants, termites, cockroaches, stinging insects
and bed bugs.
Using the Pest PSA lesson plan available on
www.pestworldforkids.org, teachers are able to assign
students the task of creating 30- or 60-second
television PSAs. The contest ends on Dec. 21, 2012.
“We have been thrilled with the success of this
contest over the past three years and are excited
to offer one of our key
audiences — students
and young children —
yet another opportunity
to learn about the importance
of pest management,”
said Missy Henriksen, executive director
of PPMA. “We’re asking companies to help us
spread the word about this contest and encourage
the schools within their service areas to participate.
The ‘Pest PSA Contest’ is a great way to support
science education during a time when many school
budgets are being cut.”
One school will be recognized as the grand prize
winner and will receive a $3,000 award for their
school’s science department.
For contest rules visit www.pestworldforkids.org.
PPMA 15 th Anniversary Supplement 13

PestWorld.org
Gets a Makeover Inside and Out
PPMA turns a site redesign into an opportunity to rethink the visitor experience.
Homepage
Find a pro
Pest TV
For nearly a decade, PestWorld.org
has been the hub of PPMA’s efforts
to educate consumers about pests.
Media placements, public service
announcements and advertisements all
direct consumers to visit the site for more
information, or to locate a local pest professional
and NPMA member company.
But in late 2011 the site, which was last
redesigned in 2008, had reached its capacity
from a content perspective and the
look was becoming dated. It was time for
an overhaul.
Rather than just giving the site a new
look, PPMA took the opportunity to
completely re-conceptualize the visitor
experience. The new site, which was unveiled
in February 2012, took its inspiration
from sites like WebMD and Prevention.com.
Articles and other content are
now developed exclusively for www.pest
world.org, and rotate on a monthly basis
in conjunction with an editorial calendar
and a “pest of the month.”
“Our goal in redesigning PestWorld.
org was to make it a one-stop resource
for consumers in search of pest-related
topics,” says Missy Henriksen, executive
director of PPMA. “We wanted to provide
a more interactive, engaging experience,
and ensure that the information
consumers are seeking is easy to find and
helpful.”
The new site features articles and
content from an array of expert sources.
Henriksen writes a regular blog called
“The Bug Lady,” which is designed to
connect viewers, especially mothers and
busy professionals, with useful, relatable
information. The new “Guest Columnist”
section features outside industry sources,
such as realtors, home inspectors and
government agencies. Dr. Jorge Parada,
NPMA’s medical expert, also routinely
contributes content for the “Health Hub”
on pest-related health issues, including
salmonella, Lyme disease, West Nile virus,
hantavirus, and asthma and allergies.
In June, for example, the site’s theme
focused on stinging and biting summer
pests. Articles included “Summer’s
Most Dangerous Pests,” “Keeping Your
Backyard BBQ Pest-Free” and “Stinging
Insects 101: How to Identify the Nest,
the Pest and the Threat.” Dr. Parada
contributed an article about the health
risks posed by summer pests, and “The
Bug Lady” blog offered some fun “critter
craft” ideas for families looking to combat
summertime boredom. By July, the
content had switched gears entirely to
focus on bed bugs.
“By publishing timely content to each
section of the site monthly, PestWorld.
org always remains fresh and relevant,
and visitors are more likely to return on a
regular basis,” Henriksen explains.
Other new features on PestWorld.org
include a live @PestWorld Twitter feed
14 PPMA 15 th Anniversary Supplement

and a multimedia page with a library of
pest photography, Pest101 videos, PSAs
and NPMA’s educational videos.
PestWorld.org feeling empowered to
tackle pests, by taking preventative measures
around the house to help keep them
out and by partnering with an NPMA
member company to help effectively and
safely remediate infestations,” says Henriksen.
“We feel confident that the redesign
has accomplished that!”
CLASSIC CONTENT TOO. Despite its
new look, PestWorld.org retains many
of its popular features, including the Pest
Guide, AllThingsBedBugs microsite, media
gallery and Extreme Infestations case
studies. The Find-A-Pro ZIP code locator,
which helps users find pest professionals
in their local communities, also got
a face-lift and a prominent home on the
new site.
“It is worth noting that PPMA investors
receive four times more clickthroughs
from the ZIP code locator than
non-investors,” says Henriksen. “We’re
seeing firsthand that the denotation recognizing
their involvement in PPMA is
meaningful to potential customers.”
With the site redesign complete,
PPMA embarked upon expanded search
engine optimization (SEO) efforts. “Our
consumer sites were attracting more than
1 million unique visitors per year but we
believed more could be done to help consumers
find information and pest professionals
in their area,” Henriksen explains.
With the help of an outside firm,
PPMA took a deep dive into the strengths
and weaknesses of the site and developed
a thorough strategy plan.
“Our work has included one-time
changes like tagging photo and video
content to correspond with keywords that
consumers are searching for, and longterm
learnings like how to write content
that will best correspond with consumer
searches,” says Henriksen.
Though the SEO work is still underway,
www.pestworld.org has already seen
a 42 percent increase in site traffic, Henriksen
reports.
“We attribute the increase in site traffic
to a combination of factors,” says Henriksen.
“Certainly, the SEO program has
had a huge impact. And, the site redesign,
with its modern layout, easy navigation,
vivid photography and strengthened content
has had a positive impact as well.”
The result?
“We always want homeowners to leave See me at NPMA Pestworld call (404)556-4365
PPMA 15 th Anniversary Supplement 15