The project

I built this for Ram Bandong's pitch to Blue Duck Pest Control, through AscendyX. It is a paid media plan and three tools around it: a web presentation, an ads calendar, and a KPI dashboard. All of it is mine: the research and strategy, the deck and its design, the three tools, and the ad creatives.

The plan

The plan tests three ad ideas on Meta. Proof Before Promises leads with a real customer review. The Protection Plan explains a full year of service. Pest of the Moment ties the ad to a local, seasonal problem, which in September is wasps. Each ad set tests two headlines, and stop rules cap the money at risk.

Everything follows one decision: the ads are judged on sold customers, not clicks or leads. The measures, the dashboard, and the stop rules are all built around it.

The look

The deck and the tools use Blue Duck's own navy, blue, and orange, so the work reads as theirs. The illustrations follow a house through the seasons, because the people buying pest control are homeowners, not corporate buyers, and the seasons carry the story from wasps in autumn to rodents in winter. Numbers are big and tables are plain, so an owner gets the point quickly.

The web presentation

The 54-slide plan runs as a web page. A toolbar holds previous and next, contents, speaker notes, and full screen. Every slide has its own address, and the arrow keys move between slides. On a phone the slides stack into one scrolling page.

The ads calendar

The calendar lays out the first six weeks in five views: flights, month, week, list, and season. Checks sit next to the ads they judge: a stop check on each ad set, a first review gate, and a check of the whole account.

The KPI dashboard

The dashboard puts the five measures the plan is judged on at the top, compares the two campaigns row by row, and shows how leads narrow to sold customers, week by week and by ad concept. Every figure on it is an example, not a campaign result.

What was hard

Keeping four deliverables as one story. The deck, the site, the calendar, and the dashboard use the same measures and link to each other, so a change in one meant a change in all four.

Blue Duck's own websites were research material for this work. I did not edit them.