Project Goals

In the field service world, implementation is the number one reason companies hesitate to switch software. It’s not that they don’t want something better, but they fear the headache that comes with making a change. We needed a campaign that spoke directly to those pain points and showed how easy it was to move from our main competitor to us. The campaign would run for six months and wrap up at Pest World, the biggest pest control conference in North America, which was held in Hawaii.

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Solution

A comic book felt like the perfect choice for this campaign because it let us tell a compelling story that mirrored the customer journey, from realizing their current software no longer met their needs to discovering a better solution. It followed a customer of our competitor as they learned their “ship” was full of problems and showed how FieldRoutes came to the rescue.

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With our competitor’s name including the word Wave, and Pest World taking place across the ocean, the theme Don’t Just Ride the Wave came naturally. It gave us a strong, clever campaign hook that tied everything together.

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Every two weeks, we sent out a new email sharing the next chapter of the story. Each one linked to a landing page where people could sign up for demos. We supported the campaign with paid and organic social media. Once the final chapter went out, we printed actual, physical comic books, mailed them to prospects, and handed out copies at Pest World.

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Results

The campaign didn’t just bring in new customers. It got the attention of our competition. Their CEO contacted some of our higher-ups to complain and even brought it up during the Pest World keynote.

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My Responsibilities

I was tasked with figuring out how to tell this story in a way that could stretch across six months and still feel fresh and engaging. As a self-proclaimed nerd, a comic book format felt like the right fit.

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I collaborated with our copywriter to map out the story and identify the key pain points we needed to highlight. Once the email copy was written, I translated it into visuals and directed a freelance illustrator to bring the scenes to life. I handled the rest of the book’s design myself, making sure the final product hit the mark both creatively and strategically.