Marketing During a Pandemic

by | Apr 20, 2020 | Marketing | 0 comments

Marketing During a PAndemic

One of the great American business stories came from a time of widespread uncertainty like we are facing right now. During the Great Depression, Kellog’s, the famous cereal company, doubled their marketing efforts despite the grave financial situation they found themselves in. Most companies at the time were drastically shrinking their marketing budgets to stay afloat, but Kellog’s took the risk to be different and stand out. This strategic move propelled them to record profit increases and positioned themselves at the top of the pre-packaged cereal world where they remain today.

There is no doubt, we are in uncharted territory and in the thick of something that will forever be talked about in history books with today’s pandemic. The reach of the COVID-19 touches every corner of the Earth, and no industry has been spared from its impact, however, now is the time to adjust your messaging to position the company as the go-to tree service in your community.

Here are 3 tips for marketing your business during the COVID-19 pandemic:

Update Customers and Prospects on Your Change in Operations: Share with customers and potential customers that you are still open for business and how you are taking all of the necessary precautions to ensure their safety, as well as the safety of your employees. Email everyone directly, as well as making this message known across your social media platforms and on your website. Inform your current customers how you will be handling proposals and customer contacts going forward. Communicate these safety precautions across other platforms such as Google My Business, Yelp, Angie’s List, etc.

PRO TIP: Making sure your team is sharing the same messaging regarding your updated policies and procedures is essential. Appoint a communications director to relay your message to your crew to ensure they are on the same page. Have this communications director relay exact images and text to be shared.

Don’t Forget Your Social Media: With all that is happening in the world right now, it is understandable if social media is not your company’s top priority. While it may be easy to push it off to the side, remain consistent with your posts. If you have scheduled content for social media, take time to re-evaluate and create content that is relevant to the situation. Make this content easily shareable so your message can be spread. Be aware of heightened emotions and consider the images and language you are using. For example, be cautious when posting photos with large groups and other acts that defy the current regulations. If you are sharing a photo from the past that does display this, such as from a conference you attended or a kid’s climb, make it known in your caption. Remember, if you are sharing any information relating to the COVID-19 pandemic, ensure all of your sources are credible. The last thing you want to do during this time is spread misinformation.

Here are 5 quick and easy posts you can share on your social media accounts.
a. Share how your company is adjusting its policies and procedures as discussed earlier in the article.
b. Take a photo of the essential service your team is providing during this time
c. Highlight a team member with a short video! Introduce them, ask their role at the company and touch on some of the reasons why they became an arborist.
d. Provide quick video updates of behind the scenes fun, creative things that your business and team are doing in quarantine.
e. Keep it light and share the good things happening this month. Good examples of this include Earth Day and Arbor Day.

In this together – Focus on Your Community: The impact the pandemic has is taking tolls on the pillars of our communities. Make a strong effort to help your local restaurants, charitable foundations and other small businesses within your community. Consider hosting a giveaway on social media by teaming up with a local restaurant and purchasing gift cards for the winners. Grabbing take-out from your favorite local restaurant? Highlight them by sharing on your social media platforms. Reach out to the small businesses in your area, what are their immediate concerns and how can your company alleviate some of those fears? Food banks and other local charities are in desperate need of our support. Now more than ever is a great time to make a charitable donation or host a food drive for your local food bank or Feeding America (Of course, make sure that you comply with your current regulations if hosting a food drive). The demand for blood donors is also at an all time high. If you are in a situation where you are able to make a blood donation, check The Red Cross for local blood drives to donate.

Now is not the time to cut back on your marketing efforts. If people do not know that you are still open to do business, will they be calling you for tree work that they need? Of course not. Be like Kellog’s and get creative with more marketing during this time.

If you want specific help with marketing ideas for your company, reach out to an ArboRisk team member today. Together, we can get through this!

Written by: Amanda Eicher

Pandemic Cyber Security

by | Apr 13, 2020 | Risk Management | 0 comments

PAndemic Cyber Security

One thing this pandemic is certain to do is change the way we do things going forward. We have seen companies from all industries and sizes adapt the way their employees work to ensure they can stay afloat through this crisis. Perhaps your office employees are working from home with a laptop, or maybe you’ve cut all face to face interactions with clients. Either way, the exposure for cyber risk has already skyrocketed.

We’ve been talking about cyber exposures for a number of years now. Whether it be misinformation, a phishing email coming from your businesses email, or a hacker locking up your network and holding it for ransom, the number of attacks on businesses has grown exponentially.

Below are five quick tips on how you can limit your business’ risk of being victim to an attack:

1) Passwords:
First of all, don’t make your password something along the lines of SeasonYear!, as even I could guess that. Make it something more difficult like best NFL team (Packers), year, exclamation point. That is what I do and it works great (only kidding). In all seriousness, you need to make sure you, and your employees, are using complex passwords for any login that may have personal, company, or client information on it that could be valuable. I suggest using password savers like Roboform or Dashline to make sure passwords are updated and not forgotten. Also try to enable two factor identification as often as possible.

2) Out-Bound Emails
Emails are common places, if not the most common, for an attack to occur. Especially for a business like a tree service. For example, my dad received an email from a tree service in his area whose G-mail account had been hacked. It mentioned the job, which was actually just finished at my dad’s house, and where to send money. The only reason my dad caught it was because the amount was different from what they had originally discussed. Imagine if your email was hacked and clients sent you personal information, banking info, etc. You’d be on the hook for any damages, defense costs, credit monitoring for the client, and much more. Make sure your email is secure and that clients have a clear understanding of what type of things you would or would not ask for via email. And check with your insurance agent to see if you have cyber coverage. If not, I’d strongly recommend it as it is not very expensive and offers high limits!

3) In-Bound Emails
Are your office staff members and employees trained on what to be aware of when receiving emails? Follow these tips to be safe:

A. Make sure you have a good filter for blocking out spam emails. We work closely with an IT security company and we still see some slip through every once in a while.
B. Verify the sender before opening the email, and definitely before opening any attachments!
C. Hover over hyperlinks and make sure the URL matches the source. Look closely for any typos or odd spellings.

4) VPN
If you have employees working from home or working remotely, I encourage you to look into Virtual Private Networks (VPN’s). This would often come into play for anyone working out in the field that may connect to a public network. Employees could stop at a restaurant and connect to their wifi, or go to a conference and work from the hotel. When connecting to a public wifi spot, employees are at risk of connecting to a fraudulent network that imitates the network they think they are connecting to. Employees could also connect to the original network which may have been breached, allowing attackers to obtain information during your employee’s use. Check out VPN’s like ExpressVPN or Surfshark and make sure to consider the number of devices and frequency of use before purchasing.

5)Watch Out for Spoofs
People are desperate for new information right now. We want to know what updates there are regarding COVID19 and how it impacts us and our business. Consider that times like these mean we are most vulnerable to attacks and misinformation. Try to be conscious of where you’re gathering information and make sure it is from credible resources like the World Health Organization (WHO) or the Centers for Disease Control(CDC). Consider that emails, pop-ups, etc. for “COVID19 Update!” may be click bait and encourage those in your company not to jump to conclusions.

The World Health Organization recently stated they were also in the middle of an ‘Info-demic’ due to the large spread of misinformation regarding COVID19. As the employer, it is your responsibility to provide your employees with the correct information. Utilize resources such as WHO, CDC, TCIA, and ISA, to get relevant information throughout the pandemic. As always, feel free to reach out with any questions and we’ll see what we can do!

Written by: Malcolm Jeffris, CTSP

Maintaining Focus at Work

by | Apr 6, 2020 | Safety | 0 comments

Maintaining Focus at Work

To say there are some extraordinary distractions going on right now would be an understatement. Whether we’re worried about avoiding coronavirus or getting a job done in time, it is important that all of us remember the dangers of the task at hand.

As you know, one of the main causes for accidents is lack of attention. Below are a few tips to help your employee’s regain maintain their focus at the workplace and ensure they are getting home safe each night.

A Conscious Effort
I hope at this point every company has at least had an organized discussion as to how it will handle the COVID-19 situation. Washing hands, driving personal vehicles (See Eric’s tip on personal vehicles), and minimizing face to face interactions with clients are just a few of the practices we’ve been seeing tree services implement over the last month or so.

The question is, do these changes in the way things are done have an impact on job-site safety? I’d argue that they do. It is more than likely these changes of routine have your employee’s thinking about the likelihood of them contracting the virus while at work. A wandering mind, especially in arboriculture, can have a significant impact on the likelihood of an accident.

Make sure you are continuing to perform your job-site inspections and regular safety meetings ON TOP of the discussions you’re having with regards to COVID-19. Consider how new practices can bring in new distractions, and ask your employees if there is anything they feel uncertain about with the changes. Making a conscious effort to continue a strong safety culture in regards to your actual tree work will go a long way in making sure there isn’t a spike in accidents during this period.

Emphasize Importance of Presence
According to OSHA, the top 4 causes for workplace fatalities are struck bys, caught ins, falls, and electrocutions, all of which are obvious hazards in arboriculture. It is often a split second decision that creates these hazards and it is important to stress being present to your employees while they are on the job.

Encourage your employees to take small breaks more frequently and remind them to be aware of their surroundings. Implement a checklist or a process to make sure employees are following COVID-19 guidelines prior to beginning actual work so they don’t have to multitask. Make sure, as the owner, you’re giving your crews more time to get jobs done and prioritize jobs by importance as much as possible.

Ultimately we want to be able to provide a workplace that is as close to normal so employee’s are able to focus on what is directly in front of them.

Limit Other Distractions
We’re also susceptible to distractions at the job-site outside of COVID-19 concerns. Try to limit some of the following:

1) Unnecessary Noises – It may not be the case for everyone, but foreign noises such as radio, joking around, and cell phones can be distracting to some employees, taking their mind away from what they are working on.

2) Cellphone Use – Many companies will have different standards in terms of allowing employees to use their phones. Emphasize the dangers of distracted driving if you have employees driving personal vehicles that don’t usually drive for your company, and at the very least limit cell phone use to in the vehicles when at the job-site.

3) Stay Organized – If you don’t already have one, create a system to make sure things are staying organized and delegate responsibilities to your employees to make sure their gear is in check.

4) Home Life – Create an open line of communication so employee’s know that home life comes first and you don’t want them to be worried about any issues outside of work while at a job-site.

Given the circumstances, now is a time to boost safety standards even more than before. Do what you can to make your employees feel safe at work and not be worried about COVID-19 while they are up in a bucket or operating a chipper. Limiting outside distractions as much as possible will help keep the employees present and focused on the task in front of them leading to a safer workplace.

If you have any questions on COVID-19 guidelines or concerns as to how this has impacted your business, feel free to reach out to Eric or I and we’ll do our best to help!

Written by: Malcolm Jeffris, CTSP

Employee’s Personal Vehicle for Work

by | Mar 30, 2020 | Risk Management | 0 comments

Employee’s Personal Vehicle for Work

One of the largest exposures your field workers have to contracting a communicable disease is spending time in the same vehicle with someone who is contagious while riding to and from the jobsite. The close quarters inside the cab of a truck make it very easy for an infected person to unintentionally transmit a virus to their co-worker.

Because of this many tree services have begun to allow employees to drive their own personal cars and trucks during the work day.

While this risk control measure is great for reducing the risk of spreading an illness, it creates other liabilities to the tree care business that needs to be managed. Below, I have outlined the additional concerns a tree care company must consider to address to successfully implement a “Drive Your Own Car Policy”.

For the Employee
In the vast majority of states, their personal auto insurance policy will be the primary policy in case of an accident. Meaning:
It is also the only policy that will pay for damage to their car. Their limit of liability is very important, as this limit is what initially will be used to pay for any injuries or property damage they cause to others.
If they use their personal vehicle regularly for work purposes, they should talk to their auto insurance company to make sure coverage is there for ‘business use’. Without their insurance company knowing about the use of the vehicle for work, there may not be coverage for an accident.

For the Company
A standard business auto insurance policy does not have coverage for anything that happens with non-owned vehicles. A tree service must add Non-Owned Auto liability coverage to provide liability protection if your company gets sued due to an accident by an employee with their vehicle while on company business. This is most likely going to be secondary coverage that pays after the employee’s personal auto policy limits are exhausted.

A business auto insurance policy does not and cannot provide coverage for physical damage to the employee’s car.

Management Best Practices
Know the driving record of the employee that is asked to drive their personal vehicle for work purposes. This is no different than analyzing if an employee can drive a fleet vehicle for the company based on their driving record. (Contact ArboRisk to get a copy of our MVR Guidelines to determine if you would like them to drive or not).

The tree service should get a copy of each employee’s personal auto insurance policy to prove coverage is in place and review their liability limits.
A minimum limit of liability that an employee is required to carry on their personal auto insurance policy is important. (We recommend requiring, at minimum, $500,000 coverage per person, but check with your state’s Wrongful Death Act regarding the minimum lawsuit for a minor’s death. Use that as a guideline for setting your limit.)

Decide whether or not the company will pay for repairs or deductibles associated with breakdowns or accidents that happen while on work time.

Inspect the employee’s vehicle for any safety issues before allowing that employee to drive for work.

Decide how the company will reimburse for expenses, either using the IRS guideline for mileage or another way that is better suited for the company.

Create a written policy that outlines all of the requirements and responsibilities of both the employee and the company.Allowing employees to drive their personal vehicles on the clock can be a very critical risk management move during the midst of a community wide outbreak, however, the tree care owner must ensure that proper steps are taken not to create a larger liability to the company when doing so.

Written by: Eric Petersen

Business Management Strategies for Pandemics

by | Mar 23, 2020 | Business Strategy | 0 comments

BUsiness Management Strategies for Pandemics

Last week we looked at some safety strategies to help individual team members prevent contracting the coronavirus in the article Coronavirus Safety for Arborists, however, a lot of my conversations with our clients have turned to how can the business minimize the impact of this pandemic? Here are few business management tactics that can help insulate your business during a pandemic.

What Essential Services are You Providing? – According to a joint statement released by TCIA and ISA, many of the projects that tree care companies perform everyday could qualify as essential services, allowing your tree service to continue to operate. Make sure to read their statement and understand the specific rules in place in your operating area. Also, If you temporarily lose enough employees due to illness, you will need to prioritize which jobs to do first. How you reorganize and service your customers will be critical for success after the illness crisis. I suggest focusing on the highest hazard jobs first, as long as you can safely get the work done. Communicating this to your customers is of utmost importance as everyone won’t fully understand the restrictions and allowances for tree care companies to continue to perform work during this time.

Know Your Crew – Similar to how we outlined knowing your crew member’s medical history in our article “Know Your Crew”, knowing the skill strengths and weaknesses of each of your team members will help you shuffle crews easier when facing a shortage of employees who are out sick.

Distractions at Work – Remember the most common reason we all want to work safe, our family and loved ones, are also some of the largest distractions when we are at work. During this time of uncertainty, many people will have other things on their mind while they are at work Talk to your team about how to identify and handle distractions so your team members don’t suffer an injury or get into an auto accident because they were focused on what is going on at home rather than what’s right in front of them.

Down Payment or Prepay Discounts – With the economic uncertainty that has already come with the coronavirus being able to get money upfront as a down payment on soon-to-be completed jobs is a great way of working your cash flow. Also, offering discounts or low interest rate financing for customers to prepay or agree to the work is a way to insulate your cash flow.

Pay-As-You-Go Work Comp Policy – Speaking about cash flow, there are Work Comp policies where you pay the premium based on the prior month’s payroll. When your payroll is lower from not doing as many jobs, your premium is lower which can be a tremendous boost to your cash flow.

Flexible Sick Day Policy – Make sure your sick day policy is flexible enough that an employee who is sick does not come into work just so they can continue to get a paycheck. If they are sick they should feel comfortable that they will not lose their job or because of an illness. Obviously, this will slow the spread within your company and hopefully prevent a full scale outage of employees at one time.

Remote Office – We touched on this last week, but there are soooo many benefits to being able to have your office staff work remotely. Limiting the spread of an illness is one of the largest benefits, but also to work remotely effectively, your workflow procedures and document record keeping need to be in order. When you have solid procedures and document storage it is remarkable how efficient your office team can be.

These are just a few ways to help minimize the impact of a pandemic within your tree service. We’d love to hear other ideas, please comment below to help fellow tree care companies through this tough time.

Written by: Eric Petersen