Everbridge 2015 Customer Summit presentation

The National Capital Region
(NCR)
Mass notification System (everbridge)
Successful implementation and usage of a Mass notification System
Presented by: Sulayman Brown; Assistant Coordinator, Fairfax County Office of
Emergency Management

(NCR)
Discussion topics:
1. Introduction to the National Capital Region Jurisdictions
2. Initial options/review process – Phase 1
3. Implementation – Phase 2
4. Product marketing campaign – Phase 3
5. Regional use – Phase 4
a. Use cases
6. Challenges/Lessons learned
7. Questions?

(NCR)
Jurisdictions
Maryland District of Columbia Virginia
City of Gaithersburg DC Government Fairfax County
City of Rockville Prince William County
City of College Park City of Alexandria
Prince George County Arlington County
City of Takoma Park Loudoun County
Montgomery County City of Falls Church
City of Greenbelt City of Manassas
City of Bowie City of Manassas Park
City of Fairfax

(NCR)
Phase 1 (Initial options)
4
 Emergency Support Functions (ESF-5/Emergency Management)
study request
 New Technologies
 Funding priorities
 Eligible National Capital Region jurisdictions
 COG approved
 Request for Information (RFI) – vendors
 What’s available
 Understanding the NCR’s requirements
 Request for Proposal (RFP) – vendors
 Process
 Final decision on vendor

(NCR)
Phase 2 (Implementation)
5
 External Program/Project management
 General team introductions
 Review contractual requirements
 Set reasonable expectations for completion of contract assignment
 Schedule time table for completion (Stick to it)
 Internal Program/Project management
 General team introductions
 Identify locality administrators
 Internal processes – business practices
 IDENTIFY CORE TEAM!
 Expect and prepare for political, business, personnel and jurisdictional
agenda’s
 Generally speaking, know the landscape and your audience

(NCR)
Phase 2
6
All-Hazards Approach

(NCR)
Phase 3 (Marketing)
7
 Coordination with ESF-15 – Public Information Officers
 Regional campaign on behalf of the NCR
 Television interviews
 Personal Service announcements (PSA)
 Jurisdictional campaigns
 Website information
 Outreach awareness packages – Tool kits
 Information campaigns on introducing new product
to community

(NCR)
Phase 3 (Marketing/samples)
8
Fairfax Alerts – Promotional Items
Contact the Office of Emergency Management for Fairfax Alerts and other emergency preparedness materials to
share at your next meeting.
•Houses of Worship
•Volunteer Groups
•Businesses
•Neighbors
•Homeowner Associations
Pens
•4”x7” Information Postcard
•Temporary Tattoos for Kids
•Stickers
•Magnets
•Fairfax Alerts Information Bags
•Family Preparedness Brochures
•Medical Needs Brochures
•Business Preparedness Brochures
•Pet Preparedness Information

(NCR)
Phase 3 (Marketing/Final product)
9

(NCR)
Phase 4 (Usage)
10
 Emergency/incident messaging
 Fire/Police/EM notifications
 Weather
 Government closings
 Emergency Traffic
 Regional emergency incidents
 Data messaging – Reverse 9-1-1 notifications
 CAD/callback notifications

(NCR)
Phase 4 (Usage/example)
11
 Use Case #1
 Federal prisoner (In U.S. Marshall custody) escapes from local hospital
 Local Police Department responds and the Office of Emergency
Management follows up with emergency notification messages to residents
 Multiple sighting’s reported and updated notifications sent by OEM
 2nd notification sent by locality had attached picture of prisoner with most
recent confirmed location
 Escapee traveled through three localities, burglarized home and car for
clothes
 Three (3) different reports on National news (reference jurisdiction) were
inaccurate – localities notifications were accurate and timely
 Eight (8) local notifications sent over 4 ½ hour period to residents
 Suspect captured in mass transportation vehicle in bordering jurisdiction
 Notifications reached an audience of 99,000 during event

(NCR)
Phase 4 (Usage)
12
 Use Case #2
 Resident identified as missing by local Police Department at/or
around 1300hrs
 Police Department request Data messaging message at/or
around 1730hrs
 Resident had a disability, elderly in age and temperatures below
freezing
 The Office of Emergency Management sent notification with
photo to 79,000 residents
 Immediate calls to 9-1-1 about possible sightings were recieved
 Resident was found at/or around 2200hrs safe. Resident was
returned to their family unharmed.
 Notifications reached 85,000 during event

(NCR)
Phase 4 (Usage)
13
Use Case #3
 Local jurisdiction campus housing three (3) Elementary schools report subject in bus loop
with a rifle
 Teacher contact 9-1-1 from inside the school reporting school has announced a gunman inside the
elementary school and that the school is on lock down
 Prior to Police Officers arriving, teachers are texting/tweeting and advising of an active shooter in
the school
 School sends out mass message to parents advising police have placed schools in lockdown and
buses will not be running
 9-1-1 center overwhelmed with calls from worried parents and spouses, unable to make calls to
private schools to notify them of lockdown
 Mutual-Aid provided from other localities to assist in clearing the school
 Law Enforcement cleared schools; no gunman found
 Search continues off school property; Police locate suspect at his house in nearby neighborhood
 School sends three (3) additional messages to parents; messages are unclear; no clear
communication to parents about pick-up locations, etc.
 No information was relayed to police dispatch center by the schools
 As a result of this incident, local schools (public and private) are now setup in the notification
system to receive notifications from the Police Department, through the 9-1-1 center allowing for
accurate and pertinent information to be relayed in the messages

(NCR)
Phase 4 (Usage)
14
 Government non-emergency alerting
 School systems
 Internal agency information to public
 Internal employee organizations
 Human Resource connection for new employees
 Employee specific emergency information
 Internal Agency information to public
 Social Media
 Facebook, Twitter, website content
 Nixle usage
 Community engagement
 Local alerts from local agencies
 Short code sign-ups

(NCR)
Challenges/Lessons learned
15
 Challenges
 Process/guidelines are rarely the culprit in failure; people and personalities are
(embrace it and manage it)
 Internal leadership support; funding source, personnel and time
 Managing the desires/wants of one jurisdiction over the success of the entire
region
 Lessons learned
 Buy-in from all stake-holders
 Support from leadership/clear picture of what is expected of your team
 Ensure all stake-holders understand initial reasoning/purpose of system
– Purchase system that expands to other uses easily.
 Meet targeted deadlines (jurisdictions) and DEMAND that VENDORS meet
contractual requirements
 Awareness of local and jurisdictional priorities

(NCR)
16
Management quotes to think about:
“Good management is the art of making problems so
interesting and their solutions so constructive that
everyone wants to get to work and deal with them.”
― Paul Hawken
“Start with the end in mind.”
― Stephen R. Covey

(NCR)
17
Questions
 ?

Everbridge 2015 Customer Summit presentation

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