We talked with service reps and customers and mapped the customer decision-making process. We revisited Western’s core values and services.After all this research, we realized the importance of something we already knew:Customers really like them.That’s critical in a service industry where customers need to trust you enough to allow you into their homes.Western technicians are very skilled and knowledgeable. They have the resources of a national brand. And they use their skills and knowledge to protect people’s homes.What Western does is combine the knowledge and skills of a national pest control company with the personal service and local acumen of a mom and pop.And by protecting people’s homes, they’re actually protecting the community. In that sense, they’re “local heroes.”We based our campaign on the Local Hero theme, illustrating the responsibility, trustworthiness, and likeability of the Western Technician. Yes, they deal with pest problems, but, more than that, these people are there for you.