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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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!
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Campaign Objectives
CAMPAIGN OBJECTIVES - COMMUNITY
INCREASE
DRIVE
CREATE
Community awareness, knowledge, preparedness, and
response 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 within
CSA communities by establishing a national campaign standard.
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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
MAXIMIZE
Existing and new initiatives, communication vehicles,
partnerships and innovations to deepen overall impact
SUSTAIN
Momentum and campaign success within stakeholder CSA
communities utilizing interactive toolkit
(turnkey and streamlined templates)
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The Gear Up. Get Ready!
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Research
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
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THE FOUNDATION – RESEARCH REPORT
Best Practices― What We Learned
CSA
NATIONWIDE
Collaboration with “on-the-ground” organizations are
critical
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 targeted
audiences (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 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
CSA Campaign Pilot
Targeted Touch Points
RACE
Caucasian
African American
Hispanic
OTHER SEGMENTS CAMPAIGN
Urban & Rural
Including AFN
Youth & Schools
Private Sector
TOUCHES
AGE
Teens & Tweens
Gen Y/Millennials
Gen X
Baby Boomers
Seniors
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!
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From Research
to Branding & Messaging
RESEARCH TO CAMPAIGN MESSAGE & PLAN
Based on Research Best Practices, Campaign Must:
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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 with
RCPT Emergency Preparedness
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RESEARCH TO CAMPAIGN MESSAGE & PLAN
CAMPAIGN NAME & MESSAGING
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!
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Campaign Vision
& Outreach Experience
THE CAMPAIGN VISION
• Utilized research findings to reinforce and support EM, first responder and
community organization outreach with new engagement approaches
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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
Readiness Assessment
• Can broaden reach
• (8) preparedness questions –
start dialogue with citizens
• Streamlines and selfcontains outreach
• iPads and hard copy
• Sparks excitement
and buzz in communities
• Determine preparedness
score for button
• Drive to information hub
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HOW IT CAN WORK- ONSITE EXPERIENCE
Information Hub/
Build a Plan
Photo Booth / Fun Zone
Additional Tie-Ins
• Training classes
• Community/faith based
organization resources
• Entertainment / games /
free food
• 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 materialsEmergency Lists, Plans, AFN,
Youth, Bilingual, Braille
• Staffed by knowledgeable
local EMs, CERT, community
members
• Branded step and repeat with
preparedness “thought
bubbles”
• Fun activity that attracts
people – families and youth
• Tie-into existing first
responder programs
• UCP and other EM
vehicles
• Photos posted on web portal
• Instructions to go to site and
download photo
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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
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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!
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PR & Media Awareness
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
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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!
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Why Establish A Partnership
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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