Client: Arborjet (Woburn, MA)
Agency: Warner Communications (Manchester-by-the-Sea, MA)
Campaign: Save Your Ash Tree
Duration: July 5 -10, 2013
Arborjet has pioneered an injection treatment for a variety of destructive tree and plant insects. Marketing manager Eric Bristol explains the emerald ash borer, a highly invasive insect that turned up in Detroit in 2002, has spread to 20 states and killed more than 60 million ash trees.
A neighborhood association in Cleveland, OH, contacted Arborjet in 2010 after the city decided to cut down 36 infested ash trees that line West 50th Street. Arborjet adopted all 36 trees for 10 years, and the city agreed to let the company treat them (at no cost to the city) instead of cutting them down.
The trees got their second treatment on July 9, 2013, and Arborjet and its AOR Warner Communications used the opportunity to promote the effectiveness of the injection technology.
“We wanted to raise awareness that we were coming back to Cleveland do the second treatment and that the trees were looking great,” Bristol says.
The treatment served as a demonstration of Arborjet's technology for local media, residents, and city government leaders.
A partnership with neighborhood representative Roger Scheve, social media outreach, Arborjet's blog, and Facebook ads also drove awareness.
Local lawn care provider TruGreen donated the labor to treat the trees.
The agency media trained TruGreen representatives and Scheve. Advisories were sent to AP and local outlets.
Local TV crews filmed the treatment. Print media and a city council member also attended. Bristol, TruGreen representatives, and Scheve gave interviews.
Posts to Aborjet's blog (blog.arborjet.com) provided information about the event and the injection technology.
Arborjet's in-house team promoted treatment on its Facebook and Twitter pages and posted live photos and resulting media coverage.
Facebook ads targeting people 25 and older in Cleveland ran for two weeks after the event.
The service provider locator page on Arborjet's website got more than 200 visits on July 10, up about 300% from the daily average of about 80.
Bristol says TruGreen got 400 to 500 new business calls as a result of the treatment. “TruGreen is a service partner, so [its new business] ultimately helps our sales,” Bristol adds.
According to the team, Cleveland City Council members, who favored clear-cutting the 6,500 ash trees in the city, are now actively reviewing Arborjet's injection treatment.
Twelve stories ran in outlets such as The Cleveland Plain Dealer, Fox 8 News Cleveland, and AP.
Given the success of this campaign, Bristol is considering weeklong events in multiple cities that include webinars for city leaders explaining the benefits of the treatment and technology, as well as an educational event for service providers in Cleveland.