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Illinois-Indiana-Wisconsin CSA Emergency Preparedness Community Outreach Campaign

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Illinois-Indiana-Wisconsin CSA Emergency Preparedness Community Outreach Campaign PRESENTATION TEMPLATE. GEAR UP. GET READY!. A Regional Catastrophic Preparedness Team (RCPT) pilot community outreach program

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Presentation Transcript
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Illinois-Indiana-Wisconsin CSA

Emergency Preparedness

Community Outreach Campaign

PRESENTATION TEMPLATE

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GEAR UP. GET READY!

  • A Regional Catastrophic Preparedness Team (RCPT) pilot community outreach program
  •  Funded by the Federal Emergency Management Agency (FEMA) of the U.S. Department of Homeland Security (DHS)
  • The RCPT works in coordination with regional Combined Statistical Area (CSA) stakeholders in 16 counties across Illinois-Indiana-Wisconsin to support the all-hazard community emergency preparedness initiatives.
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The Gear Up. Get Ready!

Campaign Objectives

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CAMPAIGN OBJECTIVES - COMMUNITY

Community awareness, knowledge, preparedness, and

response to emergencies within the CSA including people with AFN on a grassroots level.

INCREASE

ACTION within CSA communities by being proactive in emergency planning and suspicious activity alerts. Promote as part of a lifestyle.

DRIVE

Excitement, participation, and a powerful groundswell within

CSA communities by establishing a national campaign standard.

CREATE

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CAMPAIGN OBJECTIVES – CSA PARNTERS

CAMPAIGN PLANNING TEAM, EXTERNAL PARTNERS, STAKEHOLDERS

ENHANCE

Internal communication, process and support throughout

campaign planning and implementation

Existing and new initiatives, communication vehicles,

partnerships and innovations to deepen overall impact

MAXIMIZE

Momentum and campaign success within stakeholder CSA

communities utilizing interactive toolkit

(turnkey and streamlined templates)

SUSTAIN

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The Gear Up. Get Ready!

Research

the foundation research report
THE FOUNDATION – RESEARCH REPORT
  • Developed extensive best practices research report
    • Provided the foundation for developing the campaign pilot messaging and plan
  • CSA research
    • Demographics
      • 2010 U.S. Census Bureau
      • Identify segments and trends
      • Marketing reports/secondary research
    • Current CSA best practices
      • Qualitative interviews and secondary research (PIOs, EMs, Government agencies, CBOs)
  • National research
    • Interviews and secondary research of over 600 resources consulted (literature reviews, online, other)
      • General preparedness, social media techniques, Access and Functional Needs (AFN); schools and youth; private sector; RCPT sites
the foundation research report2
THE FOUNDATION – RESEARCH REPORT
  • CSA Demographics
  • Why Look at Demographics?
    • Identify and understand various audiences within the 16-County CSA
  • The Goal
  • Recognize the segmentations, socio influencers and cultural nuisances throughout the 16-county CSA to determine the messaging base and outreach plan
  • The Focus
  • Age
  • Gender
  • Race
  • Urban/rural composition
  • Income, education
  • Access and Functional Needs (AFN)
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THE FOUNDATION – RESEARCH REPORT

CSA TARGET AUDIENCE SEGMENTS

  • RACE
  • Caucasian
  • African American
  • Hispanic

CAMPAIGN TOUCHES

  • AGE
    • Teens & Tweens
    • Gen Y/Millennials
    • Gen X
    • Baby Boomers
    • Seniors

CSA Campaign Pilot

Targeted Touch Points

  • OTHER SEGMENTS
    • Urban & Rural
    • Including AFN
    • Youth & Schools
    • Private Sector
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THE FOUNDATION – RESEARCH REPORT

CSA TARGET AUDIENCE SEGMENTS

Each segment has different drivers, experiences, interests, nuances…

What Unites Us All?

And How Do We Reach Them?

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THE FOUNDATION – RESEARCH REPORT

CSA TARGET AUDIENCE SEGMENTS

  • COMMONALITIES
  • Family
  • Trust Agents
  • Incentives
  • Traditional & Non Traditional
  • Media Mix
  • Technology
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The Gear Up. Get Ready!

From Research

to Branding & Messaging

research to campaign message plan
RESEARCH TO CAMPAIGN MESSAGE & PLAN

Based on Research Best Practices, Campaign Must:

  • Grab attention and be engaging
  • Authentic, real, personal
  • Combat apathy
  • Establish preparedness as priority, but not “alarming”
  • Not tell people what to do – insteadplant seeds for possible concern by asking key questions
  • Tie into existing Ready.gov/IL/IN/WI and local efforts
  • All-hazards umbrella with focused local messaging

Gear Up. Get Ready! is a campaign brand synonymous with

RCPT Emergency Preparedness

campaign name messaging
CAMPAIGN NAME & MESSAGING

RESEARCH TO CAMPAIGN MESSAGE & PLAN

Get Ready. It can happen!

Gear Up. Get Ready. It can happen!

Emergencies and catastrophes can happen!

Be Informed, Be Prepared, Be Ready

Show Communities How

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The Gear Up. Get Ready!

Campaign Vision

& Outreach Experience

the campaign vision
THE CAMPAIGN VISION
  • Utilized research findings to reinforce and support EM, first responder and community organization outreach with new engagement approaches
    • United CSA strategy, targeted tactics
    • Localization of messaging
    • Partners pick and choose elements that help to best sustain efforts
    • Create CSA online web destination to promote existing local partner efforts
  • Outreach included 2-3 day “community takeover events” in (6) counties via 16’ campaign vehicle
    • Bring message to the people - where they work, live, play and worship
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HOW IT CAN WORK- ONSITE EXPERIENCE

  • Campaign Vehicle
  • Can broaden reach
  • Streamlines and self-
  • contains outreach
  • Sparks excitement
  • and buzz in communities
  • Readiness Assessment
  • (8) preparedness questions –
  • start dialogue with citizens
  • iPads and hard copy
  • Determine preparedness
  • score for button
  • Drive to information hub
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HOW IT CAN WORK- ONSITE EXPERIENCE

  • Information Hub/
  • Build a Plan
  • Information table with
  • answers to questions
  • Encouraged to take the time
  • to build their plan onsite –
  • AM/FM Weather Radio and
  • Survivor Kit are incentives
  • Local and FEMA materials-
  • Emergency Lists, Plans, AFN,
  • Youth, Bilingual, Braille
  • Staffed by knowledgeable
  • local EMs, CERT, community
  • members
  • Additional Tie-Ins
  • Training classes
  • Community/faith based
  • organization resources
  • Entertainment / games /
  • free food
  • Tie-into existing first
  • responder programs
  • UCP and other EM
  • vehicles
  • Photo Booth / Fun Zone
  • Branded step and repeat with
  • preparedness “thought
  • bubbles”
  • Fun activity that attracts
  • people – families and youth
  • Photos posted on web portal
  • Instructions to go to site and
  • download photo
incentived engagement
INCENTIVED ENGAGEMENT

Tier Two Incentives

Drive General Participation On-site

Campaign Branded Tote (15” x 13”)

Campaign Branded T-shirts

Campaign Branded Buttons

USB (4 GB storage)

  • Pre-populated with a “Plug-and-Plan” program

with key resource information

  • Store important information
incentived engagement1
INCENTIVED ENGAGEMENT

Tier One Incentives

  • Drive Stronger Participation On-site

Weather Radio Emergency Kit with Flashlight & First Aid Kit

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The Gear Up. Get Ready!

PR & Media Awareness

public relations strategy overview
PUBLIC RELATIONS STRATEGY OVERVIEW

Leverage media to generate interest in the Gear Up. Get Ready! It Can Happen campaign

Resulting in creating community awareness, knowledge and preparedness within the CSA

public relations strategy overview1
PUBLIC RELATIONS STRATEGY OVERVIEW
  • Pitching Media
    • Press release alerts, supporting events and organizations
      • Highlight spokespersons
    • Media alerts surrounding outreach
      • Highlights the great work organizations are doing within the community
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The Gear Up. Get Ready!

Why Establish A Partnership

partnership objectives
PARTNERSHIP OBJECTIVES

Unify your community’s emergency preparedness efforts

New partnerships deepen the overall impact this campaign has on the community

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