Program Marketing

One of the primary tasks your department can complete to ensure program success is to develop and deliver a successful marketing campaign. There are four main marketing strategies your organization can take advantage of:

Utilization of your members
Utilization of your local media partners
Utilization of the Internet
Utilization of social media

Utilization of your members

Utilization of your members should be your primary strategy in marketing your program. The men and women of your organization who are riding your Fire and EMS apparatus each day will have the greatest impact on the success of the program. These people have the greatest contact with your community, as they deliver first-line fire and EMS services to your citizens. Additionally, these members have a wide array of opportunities where they interact with the citizens of your community in various venues, including:

Teaching public fire safety education programs
Attending public community events
Shopping at the local grocery store
Partnering with civic and community groups
Partnering with local businesses
Partnering with the local churches

Utilization of your local media partners

In addition to the contacts your members have, your organization needs to create marketing opportunities with your local media partners. There is a wide variety of media opportunities available in each community, including electronic media, print media, the web and social media. Electronic media in your area will primarily depend on your geographic location, as more populated areas will traditionally be the base for television and radio stations, as well as cable television companies. Print media will be much more varied, as most jurisdictions have local and regional newspapers.

Additionally, most communities have an array of location-specific print mediums, including community newspapers, magazines and newsletters. All of these publications traditionally accept submissions from local fire departments as a free public service to the community. The department can pass this information to the media through press releases, public service announcements or a Safety Tip of the Week program, which is discussed further in the Media Module.

Utilization of the Internet

The department can also create a department web site, or simply partner with your jurisdiction on its established government web site. The web site can be used to provide real-time information to your community by providing them instructions on the use, care and maintenance of their existing smoke alarms. Additionally, the web site can be utilized as a tool for your customers to request your department to come to their home to make a smoke alarm installation. Also, your department can send scheduled e-mail messages through list server software; these messages can remind your citizens to check their smoke alarm batteries.

Utilization of Social Media

Social media is the newest online medium available for your department to market a smoke alarm installation program and other valuable community education programs. While there are many popular social media sites available, this publication does not endorse any particular one. We will, though, speak about one of the most popular sites utilized by many of the nationally recognized fire service organizations: Facebook. Facebook allows your organization to develop its own Page, with no development costs to the department. Your Page can be viewed by anyone, allowing you to share fire safety messages with a wide audience. While social media is a great tool many jurisdictions do not allow access on county/city/state computers so everyone should be aware of their department/jurisdiction policy on the use of Social Media.