What Is Your Department’s Goal? Change Statistics Awards & Department Recognition Media and Press
What is your Organization’s Current Brand? Every department/organization has a reputation or a brand Talk on the street The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Branding is not about gettingyour target market to chooseyou over the competitionIt is about getting yourprospects to see you as theonly one that provides asolution to their problem…
Community Branding is the process ofbringing an organization’s current reputation in line with it’s assets. Mesa Fire Department Mesa Fire & Medical Department
Determining Your Programs Goals∗ What do you want to accomplish?∗ What time frame?∗ Budget?∗ Who are your high risk groups?∗ What organizations/individuals can you work with to support your message?∗ Are you currently working with groups that can help with the messaging?
What Are Your Goals? Write down ideas and programs you want to develop Wish list opportunity Goals should be data driven Timeline/Seasonal Include media and printed material
Timeline:Start your program prior to a “season”
Who are your high risk groups?If you are not exactly sure … Research State Department of Health Services/Child Fatality Reviews National Fire Protection Agency Coalitions – state and national Hospitals/Public Safety Review local statistics – call levels – what are your crews running on? You may have more than one high risk group, Who are you going after?
What Organizations Can I Work With? Schools Hospitals Business Other CivicOrganizations Departments ? Utilities Coalitions
Develop A New Program – Marketing PlanProgram: New Drowning Prevention ProgramMarketing (Strategic) Statement: Develop a program to educate the three highrisk groups within the community on the dangers and risks associated withchildhood drowning.Goal: Our goal is to educate 10,000 community members in high risk groups to try to lower the number of drowning incidents in our City.Time Frame: Two year Program Phase 1: Roll out March – September Phase 2: ?High Risk Groups: Research Children 1-5 years of age Young adult males 18-25 years of age Adults
Who are our customers?Internal Department Employees City EmployeesExternal - Community Customers – general message High Risk Groups Parents of young children/toddlers Older Adults in our community Young Adult Males – Wait till next year to incorporate
Where Do We Reach High Risk Customers ? (Parents of children between the ages of 1-5 years)• Preschool/day care centers• Church groups• Where do they shop? Target, Walmart, Babies R Us• Library – Story time• Parks and Rec – Toddler and Preschool Programs• Large Business/Corporations – lunch program• Pediatrician offices• Restaurants - Peter Piper Pizza, Chuck E Cheese, Jump Houses• Apartment complexes- Resident programs• Dance Schools, gymnastic, swim schools• Public Programs - Head Start, First Things First
Low Cost Funding Activities o Work with Council Members to host safety events in their district o Private gyms/dance/swim schools to host joint eventso Use department members/crews to help educate on large scale eventso Work with Chamber of Commerce for sponsorships/host safety events o Partner with local hospitals, business or nonprofits o Work with your local mall o Work with high school & colleges
Publications∗ Paychecks, Utility Bills put a message on the bottom of the bill∗ Business/local utilities have in-kind donations∗ Safety newsletters, brochures∗ Utilize your city/company web (internal & external pages)
Give - A - Ways∗ Make sure they have a shelf life∗ Something they will use∗ Value∗ Buy Bulk
Educate to Educate• Empower customers to take the information and share it• Ask them to share with people who watch their children Grandparents & Family Members Part & Full time sitters• Make it part of your presentation every time “As a parent, here is what you can do to reduce the risk …”
Michele LongFire & Life Safety EducationMesa Fire & Medical DepartmentMesa, AZ480firstname.lastname@example.org