For a world-leading agribusiness client, G&S capitalized on its own 25+ years of experience in the home and building products industry to build credibility for the client as it launched a new termite control product into a new market. Campaign goals included creating demand from a completely new target audience – homebuilders – educating pest management professionals, and gaining consumer awareness in target markets. G&S created a comprehensive communications program that targeted internal sales professionals, builders and consumers (new homebuyers). It encompassed internal training, grassroots marketing and customer events, as well as national, regional and local media outreach. The program required close coordination to ensure key messages were developed and conveyed to each audience.