Leading with Legacies

With over 50 years of continued innovation and progressive insect control advancements, the success of Zoëcon Professional Products is built on a clear purpose and dedication to product confidence. Research was conducted with pest management professionals to determine perceptions of the brand as well as the product portfolio depth. The result was the creation of a brand strategy centered on Zoëcon’s four core product brands and the introduction of “A Legacy of Control” campaign. This approach worked seamlessly to position Zoecon as the “go-to” manufacturer and proven leader that delivers results for its customers.

Connecting in the Field

The growth of the product line provided an opportunity to re-engage the sales team and expand sales education. The Zoëcon Field Guide web app (an industry first) was developed as an interactive way for the sales team to communicate complex information about their products with pest management professionals. The online resource offered a wide range of materials to extend conversations digitally. The strategy extended to e-newsletter communications and social media as content focused on product application tips.

Elements

Brand essence and corporate positioning
Brand creative
Hero campaign
Field Guide app
NPMA trade show booth
Social
Sales collateral
Website

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