Davey Tree Flipbooks

22 The Davey Bulletin | September/October 2016 CANOPY ABOVE THE VISION 20/20 AND HOW WE DIFFERENTIATE DAVEY ADVANCING OUR BRAND AND REPUTATION Today's consumers have a seemingly endless array of choices, so it is neces- sary – more than ever – to differentiate ourselves. Differentiating Davey is how we stand out from the crowd. "Our clients expect the best," emphasizes Sandra Reid, vice president, corporate communications and strategic planning administration. Reid oversees the Differentiate Davey strategy. "That means it's critical to maintain the best reputation." As Davey employees, we represent the brand. Therefore, we must always act safely, and with integrity, every day. We work tirelessly to enhance our reputation and differentiate ourselves. This year, we continued developing brand guidelines to create clearer, more consistent messaging; we expanded our national public relations program, increased our media attention and social media engage- ment; and we enhanced Davey.com, improving the online experience for clients and prospects. WHY WE PROTECT THE BRAND The Davey Tree brand is more than a logo; it's a reflection of everything we do, say, print and broadcast. While we promote our brand, we can also protect it by delivering a consistent message focused on the feelings, values and experiences we want associated with our company, employees and services. Creating brand standards and adhering to brand guidelines reinforces and strengthens our position in every market we operate. Eliminating brand confusion prevents potential loss of recognition and builds brand loyalty. As the company grows, it is important to manage and protect brand usage and communicate a clear, consistent message to clients, prospects and employees. USING SOCIAL AND P.R. TO BOLSTER REPUTATION Social media is key to managing any business reputation. There are 1.13 billion daily users on Facebook, 500 million Instagram users, 3 million Angie's List users and 21 million monthly visitors on Yelp. We protect the Davey brand on social media by promoting positive engagement with these users. Our corporate communications team actively promotes positive content through the Davey Company's official social media pages, processes client experience cases generated through these channels and monitors online conversations centered around Davey and the green industry as a whole to gauge – and influence – how people feel about the Davey brand. Our social media plan complements our strong public relations program in traditional media including print, broadcast and online. In 2015, Davey's public relations program reached an audience of 1 billion – through positive stories designed to inform audiences and strengthen the Davey brand. HOW YOU CAN HELP BY GIVING BACK Giving back counts. Through volunteer efforts, clients see how Davey values the community in which it serves. But community involvement doesn't just mean volunteering tree services to nonprofits. It can be as simple as participating in a local parade, donating materials for fundraising efforts or helping out a local youth sports team. When clients and non-clients alike see how Davey gives back to its community, such acts can lead to new business relationships. WE ALL WORK TO DIFFERENTIATE DAVEY Remember: Our brand integrity is more than a logo. It's how we act in our communities and how we treat our clients. It's a reflection of everything we do, say, print and broadcast. We must all be relentless in our efforts to uphold the Davey legacy. All employees – regardless of service line or location – represent the brand. And, it is our responsibility to maintain our historic reputation. This is how we ALL differentiate Davey. Here are examples of our social media coverage promoting the brand through employee ownership and a story pitched by our public relations team.

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