Community Fire Company is a 100% volunteer firefighting team that prides itself in using the latest equipment and training techniques to provide fire protection and safety to Exmore, Virginia and the surrounding areas of Northampton and Lower Accomack Counties. But over the course of several years, the station started to see senior officers retire and new recruit numbers dwindle. Due to the unique nature of the locality, CFC applied for and was awarded a grant to help support their marketing efforts in recruiting new team members.
To begin, we interviewed local volunteers to get a better understanding of why they volunteer, what motivated them to step up and the impact they feel like they have within the community. Through gathering strategic insights that were specific to the Exmore, we then set out to create a campaign that would speak to the heart of their community.
The campaign needed to educate our audience that in an emergency, the Town of Exmore depends on the commitment and bravery of volunteers and that lives depend on it. Through a comprehensive media campaign, we shared this message through out of home billboards, radio, web, social, video, and print / collateral.