illinois-indiana-wisconsin csa emergency preparedness community outreach campaign presentation...
TRANSCRIPT
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.
The Gear Up. Get Ready!
Campaign Objectives»
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Community awareness, knowledge, preparedness, andresponse to emergencies within the CSA including people with AFN on
a grassroots level.
ACTION within CSA communities by being proactive in emergency planning and suspicious activity alerts.
Promote as part of a lifestyle.
Excitement, participation, and a powerful groundswell withinCSA communities by establishing a national campaign standard.
CAMPAIGN OBJECTIVES - COMMUNITY
Existing and new initiatives, communication vehicles, partnerships and innovations to deepen overall impact
Momentum and campaign success within stakeholder CSA communities utilizing interactive toolkit
(turnkey and streamlined templates)
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CAMPAIGN OBJECTIVES – CSA PARNTERS
Internal communication, process and support throughout campaign planning and implementation
MAXIMIZE
SUSTAIN
ENHANCE
CAMPAIGN PLANNING TEAM, EXTERNAL PARTNERS, STAKEHOLDERS
The Gear Up. Get Ready!
Research»
• 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 REPORT
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THE FOUNDATION – RESEARCH REPORT
Best Practices― What We LearnedCSA NATIONWIDE
Collaboration with “on-the-ground” organizations arecritical
Leverage partnerships with organizations, private sector and surrounding communities
Multi-channel approach based on audience Understand target audiences
Incentives help to drive participation Leverage existing national materials (primarily Ready.gov) and tailor locally
Need for “one stop shop” or “central clearinghouse” of information
Prioritize risks and hazards to focus messages
Must consider messaging translation for targetedaudiences (language and meaning)
Simple and clear in design and message
“Meet them where they are!” (Language, ease, simplicity, relevance)
Focus also on relationships – “Stuff is not as important as relationships and a plan.”
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THE FOUNDATION – RESEARCH REPORT
CSA Demographics
Why Look at Demographics?Identify and understand various audiences within the 16-County CSA
The GoalRecognize the segmentations, socio influencers and cultural nuisances
throughout the 16-county CSA to determine the messaging base and outreach plan
The FocusAge
GenderRace
Urban/rural compositionIncome, education
Access and Functional Needs (AFN)
THE FOUNDATION – RESEARCH REPORT
AGETeens & Tweens
Gen Y/Millennials
Gen X
Baby Boomers
Seniors
RACECaucasian
African American
Hispanic
OTHER SEGMENTS
Urban & Rural
Including AFN
Youth & Schools
Private Sector
CAMPAIGN
TOUCHES
CS
A C
amp
aig
n P
ilot
Tar
get
ed T
ou
ch P
oin
tsCSA 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
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THE FOUNDATION – RESEARCH REPORT
COMMONALITIES
Family
Trust Agents
Incentives
Traditional & Non Traditional Media Mix
Technology
CSA TARGET AUDIENCE SEGMENTS
The Gear Up. Get Ready!
From Research
to Branding & Messaging
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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 – instead plant 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 withRCPT Emergency Preparedness
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RESEARCH TO CAMPAIGN MESSAGE & PLAN
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CAMPAIGN NAME & MESSAGING
Gear Up. Get Ready. It can happen!Get Ready. It can happen!
Emergencies and catastrophes can happen!
Be Informed, Be Prepared, Be Ready
Show Communities How
Emergencies and catastrophes can happen!
Be Informed, Be Prepared, Be Ready
Show Communities How
RESEARCH TO CAMPAIGN MESSAGE & PLAN
The Gear Up. Get Ready!
Campaign Vision & Outreach Experience
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• 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
THE CAMPAIGN VISION
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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
Campaign Vehicle
• Can broaden reach
• Streamlines and self- contains outreach
• Sparks excitement and buzz in communities
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HOW IT CAN WORK- ONSITE EXPERIENCE
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
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
INCENTIVED ENGAGEMENT
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Tier Two IncentivesDrive 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 ENGAGEMENT
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Tier One IncentivesDrive Stronger Participation On-site
Weather Radio Emergency Kit with Flashlight & First Aid Kit
The Gear Up. Get Ready!
PR & Media Awareness»
PUBLIC RELATIONS STRATEGY OVERVIEW
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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 OVERVIEW
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Pitching Media
• Press release alerts, supporting events and organizationsHighlight spokespersons
• Media alerts surrounding outreachHighlights the great work organizations are
doing within the community
The Gear Up. Get Ready!
Why Establish A Partnership
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PARTNERSHIP OBJECTIVES
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Unify your community’s emergency preparedness efforts
New partnerships deepen the overall impact this campaign has on the
community