2. Executive Summary
Introduce our creative theme of
“Be Your Own Hero”
Outline different target markets we will be
focusing on
Implementation Strategy
3. Objectives
Improve fire safety awareness among
target audience by 50% in the first year
Create emotional messages that
resonates with the target audience
Obtain a 100 or higher GRP rating
among target audience
4. Creative Strategy
Focus on prevention instead of suppression using a
negative appeal technique
Emphasize that they can also be a hero
Emphasize that fire safety begins with the individual
6. Target Audience
These groups are the cause
of 27.9% of all fires.
Main source of fires are open
flame.
Mobility
Blues
Single City
Renters
Lunch at
Tim’s
8. High risk
because 85%
of house built
before 1960
Large single
population 35%
between the
ages
25-65
Hamilton
Road
Consists
mainly of
English
speaking
Canadians
Average
household
income of
approximately
$46 000
annually
Majority are
younger
married
couples with full
time jobs
(mainly in the
sales and
trades sector)
10. Half the
population is
employed at
50% while the
other majority
is not in the
work force at
43.59%.
Main age
ranging from
15-64
Huron
Heights
Average
household
income is
51,817
Majority of
transportation
is done by car
Apartments are
the common
housing type
11. Main age
25-34 years
with large
single
population of
48%
Majority English
speaking
Canadians with
few immigrants
Mornington
Average
household
size is
1 or 2 person
Average
household
income is
$43,879
Cars and
walking are the
main ways of
commuting
15. Broadcast Radio
Broadcasting our fire prevention campaign through 98.1
Free FM
Ads will be played in the early morning and early fringe
(4pm-7pm)
30 seconds ads will be played 15 times in the morning
and 20 times in the afternoon for a total of 16 weeks
(Frequency of 560 = 35*16)
People who experienced fires, can call and share their
stories
16. Poster/Billboards
Better target market selectivity
Focus on Frequency instead of Reach
Billboards will change according to the
main threat of the season
The billboard will consist of two images
as shown in “Be a Hero” example
17. Direct Mail
Get a list of all target demographics using postal
codes
• (N5Y, N5W, N5E, N5V)
Cost effective because highly targeted
• 5000 households * $0.60 = $3000
Send a personalized message from the London
Fire Department with tips to prevent fires
It can be personalized according to demographic
reached
