Orkin pest control service knows homeowners skimp on maintenance such as pest control during recessions. it also knows that the more consumers know about bugs, the more likely they are to buy the company's services. so orkin teamed with the smithsonian institution on the insect safari, a traveling exhibit designed to teach people about the critters. the safari truck visited 108 cities during one year, leaving a wake of creeped-out insectophobes reaching for the phone numbers of the local orkin franchise. business increased in each city the safari truck visited. decisions on which cities to visit and what kinds of promotion to use in each city visited are both examples of plans.