1. Real Life Marketing
Strategies to Succeed
In the Work Place

2. New program…

4. What Is Your Department’s
Goal?
Change Statistics
Awards &
Department
Recognition
Media and Press

5. What is your Organization’s
Current Brand?
Every department/organization has a reputation or a
brand
Talk on the street
The American Marketing Association (AMA) defines a
brand as a "name, term, sign, symbol or design, or a
combination of them intended to identify the goods and
services of one seller or group of sellers and to
differentiate them from those of other sellers.

6. Branding is not about getting
your target market to choose
you over the competition
It is about getting your
prospects to see you as the
only one that provides a
solution to their problem…

7. Community Branding is the process of
bringing an organization’s current reputation
in line with it’s assets.
Mesa Fire Department
Mesa Fire & Medical Department

8. Determining Your Programs Goals
∗ What do you want to accomplish?
∗ What time frame?
∗ Budget?
∗ Who are your high risk groups?
∗ What organizations/individuals can you work with to
support your message?
∗ Are you currently working with groups that can help
with the messaging?

9. What Are Your Goals?
Write down ideas and programs
you want to develop
Wish list opportunity
Goals should be data driven
Timeline/Seasonal
Include media and printed material

10. Timeline:
Start your program prior to a “season”

11. Who are your high risk groups?
If you are not exactly sure … Research
State Department of Health Services/Child Fatality
Reviews
National Fire Protection Agency
Coalitions – state and national
Hospitals/Public Safety
Review local statistics – call levels – what are your crews
running on?
You may have more than one high risk group,
Who are you going after?

12. What Organizations Can I
Work With?
Schools Hospitals Business
Other
Civic
Organizations Departments ?
Utilities Coalitions

13. Develop A New Program – Marketing Plan
Program: New Drowning Prevention Program
Marketing (Strategic) Statement: Develop a program to educate the three high
risk groups within the community on the dangers and risks associated with
childhood drowning.
Goal: Our goal is to educate 10,000 community members in high risk
groups to try to lower the number of drowning incidents in our City.
Time Frame: Two year Program
Phase 1: Roll out March – September
Phase 2: ?
High Risk Groups: Research
Children 1-5 years of age
Young adult males 18-25 years of age
Adults

14. Who are our customers?
Internal
Department Employees
City Employees
External - Community
Customers – general message
High Risk Groups
Parents of young children/toddlers
Older Adults in our community
Young Adult Males –
Wait till next year to incorporate

15. Where Do We Reach High Risk Customers ?
(Parents of children between the ages of 1-5 years)
• Preschool/day care centers
• Church groups
• Where do they shop? Target, Walmart, Babies R Us
• Library – Story time
• Parks and Rec – Toddler and Preschool Programs
• Large Business/Corporations – lunch program
• Pediatrician offices
• Restaurants - Peter Piper Pizza, Chuck E Cheese, Jump
Houses
• Apartment complexes- Resident programs
• Dance Schools, gymnastic, swim schools
• Public Programs - Head Start, First Things First

16. Low Cost Funding Activities
o Work with Council Members to host safety events in their district
o Private gyms/dance/swim schools to host joint events
o Use department members/crews to help educate on large scale events
o Work with Chamber of Commerce for sponsorships/host safety events
o Partner with local hospitals, business or nonprofits
o Work with your local mall
o Work with high school & colleges

17. Publications
∗ Paychecks, Utility Bills put a message on the bottom
of the bill
∗ Business/local utilities have in-kind donations
∗ Safety newsletters, brochures
∗ Utilize your city/company web (internal & external
pages)

18. Social Media

19. Give - A - Ways
∗ Make sure they have a shelf life
∗ Something they will use
∗ Value
∗ Buy Bulk

20. Educate to Educate
• Empower customers to take the information and
share it
• Ask them to share with people who watch their
children
Grandparents & Family Members
Part & Full time sitters
• Make it part of your presentation every time
“As a parent, here is what you can do to reduce the risk …”

21. Michele Long
Fire & Life Safety Education
Mesa Fire & Medical Department
Mesa, AZ
480-644-2294
michele.long@mesaaz.gov