I built the campaign around the idea of "A Century of Service." Sprague is a fourth-generation, family-owned company competing against national players with bigger budgets, in a market where commercial buyers are really buying trust, not a product. So the campaign turned 100 years into proof:
- Proof of purpose — a century spent on a single mission, that the world deserves to eat safer foods and to live and work in healthier environments, pursued with a rare commercial-only focus.
- Proof of progress — from the Treleven family garage in Tacoma to 22 branches across 10 states, pioneering methods and advancing the industry along the way.
- Proof of people — team members who genuinely like each other and passionately deliver uncompromising service; inside a culture built on showing up for people in the big and small moments.
The campaign positioned Sprague as the personal, relationship-driven alternative the nationals can't match, and it spoke to four audiences:
- Current customers, whose loyalty and referrals drive a recurring-services business.
- Future commercial buyers in food processing and manufacturing, education, hospitality, and healthcare, who evaluate vendors on reliability and track record.
- Industry and association partners, including the National Pest Management Association, state associations, suppliers, and fellow family-owned companies.
- Sprague team members, the champions whose pride and advocacy carry the brand in the communities they serve.
Rebrand
Directed the centennial refresh across every surface: identity, fleet, website, social, Google listings, recruiting, and sales materials. I wrote the web copy and ran the rollout to all 22 branches. Launched on schedule January 1, 2026.
Commemorative book
Owned a 10-month book end to end: ghostwriter selection, family interviews, a 10-reviewer family approval process, historical photo archive, outside design and print, and distribution with executives. The flagship keepsake of the year was delivered on time and on budget.
Two films
Shaped a launch highlights video and a long-form brand film from concept to distribution. On the film I wrote the interview questions and served as the off-screen interviewer. The brand film drew a standing ovation at the anniversary gala.
Earned media
Built the strategy, target list, and messaging frameworks, prepped the four fourth-generation leaders, and wrote the press releases. Landed a placement in each of the first two quarters.
Social
Directed the year-long anniversary content calendar and reviewed and approved every post, including a book-story series and a #ThrowbackThursday series built from newly digitized historical photos. Became a follower favorite and still runs.
Day of Giving
Partnered with the CEO's Executive Business Partner to support the relaunch of the company-wide volunteer program, building the request process and the internal comms so every branch could run a local 501(c)3 volunteer day.
Monthly swag drops
Built a month-by-month internal campaign tying each limited-edition drop to a moment in company history or a public cause, keeping the anniversary alive inside the company all year.
Super Meeting & Awards Gala
Owned the two-day, $500K flagship event end to end: vendors, sponsorships covering more than half the cost, guest experience, and the full awards program, including two surprise firsts, a Lifetime Achievement Award and a special-edition service-truck reveal.
- Delivered to plan. Rebrand live January 1 across 22 branches. Commemorative book delivered in 10 months, on time and on budget. Super Meeting delivered on its $500K budget, with sponsorships covering more than half the cost.
- Met the benchmarks. Earned media hit its goal of a placement per quarter. The Super Meeting drew 80%+ organizational attendance.
- Response and durability. The brand film earned a standing ovation. The social series became a follower favorite and is still live. The commemorative book and brand film remain credibility assets beyond the anniversary year.