Pest Control Company Finds a Way to Deliver a Clear Brand Message Amidst a Swarm of Web Sites

Challenge

View this image

Rentokil Initial is one of the largest business services companies in the world, providing a range of support services in over 40 countries. Until recently, the parent company, its four major business divisions, and most of its 200+ subsidiaries managed their own web sites—representing hundreds of URLs that varied considerably in terms of structure, quality and design. As a result, the sites provided different brand experiences and inconsistent messaging, and visitors could not tell that these units were all part of the Rentokil Initial family. Molecular was engaged to design a global landing page for the Rentokil Pest Control division, as well as a national UK web site that would then serve as a model to be customized and deployed across Pest Control’s 37 country specific web sites.

Approach

Based on input gathered from stakeholder and customer interviews, a competitive analysis and a comprehensive content inventory, Molecular developed a global landing page that reinforces the Rentokil brand and provides clear paths to country-specific web sites, as well as a local site for the UK that serves as the model upon which all other country sites are based. The site effectively translates Rentokil Pest Control’s brand online, while positioning Rentokil Initial to realize their goal of a consistent global brand delivery across their entire family of businesses. The improved navigation and design provide fast access to localized services, and calls to action encourage contact with local sales agents. Moreover, the master design and accompanying templates allow for fast, consistent deployment of new sites to additional countries, while enabling global and local stakeholders to manage the content and functionality that are relevant to their business needs.

Benefits

• The sites provide the foundation for a consistent experience with the Rentokil Pest Control brand worldwide.
• Local entities can easily add or modify market sites that are consistent with the brand and can be adjusted to fit the needs of local markets.
• Rentokil Initial achieves economies of scale through a consistent site architecture and design that is easy to deploy, replicate and maintain.