Last week we looked at why a volunteer department needs to market, this week we will look at how you should market your department. Specifically we need to look at our market position, competitors, and marketing strategy. These terms may seem to be foreign when applied to the VFD arena, but they are at the core of our business.
In marketing you look at your competitors. We have the bonus of having no ‘true’ competitors, but we do have other services competing for our customers and their money. Look at your local police department and their marketing. They literally and figuratively have us out gunned when it comes to funding, grants, marketing, and public opinion.
The question is, why? Police departments actively market through their D.A.R.E., seatbelt safety, and public appearances. They are also always seen in uniform. This may sound like a small thing, but in the public’s view it makes a big difference. When you see a volunteer, you may see them in their pjs, or whatever they were wearing at the time of the call. A uniform brings a different appearance and level of respect to the service.
Some departments have gone to jump suits or the like for calls, and it is definitely a step in the right direction. Even just making sure your guys are suited up provides a different appearance. Any time you do a public ‘appearance’ you should be in a uniform. This doesn’t have to be a shirt and tie but anything that shows that you all belong and are members of the same organization. You might want to look at adopting a ‘station uniform’ for fundraisers, public education and any other organized function.
Looks goes for your trucks and firehouses also. While most departments are pretty good about keeping the trucks shiny, the firehouse often gets overlooked. Keep the landscaping clean and neat, the paint fresh, and be careful what activities you do outside the department. Drilling outside your department gives the public a chance to see you in action.
Another option is to drill in public locations on a regular basis. It looks very impressive when you are doing deck gun operations at the local lake. When you do any of the more ‘glamorous’ drills in public, invite the press to come and watch. Any time you do a live burn, be sure to have a camera there. When we hosted the airbag safety class at our local department we had two newspapers and news stations there. (http://www.volunteerfd.org/airbag ) This free PR is priceless.
Be wary about partying, drinking, and/or smoking in front of your department. We want positive marketing rather then bad press… Get-togethers are good for morale, but should be respectful. If you are offering alcohol keep it out of public view and/or put it in opaque cups. Keep the loud noise down, and be aware that others are watching. It is ok to have a good time, just keep it respectful.
Your fire trucks and firehouse can be the best and cheapest marketing tools you have. You should hold a yearly ‘Open House’ with demonstrations and a chance to ‘meet and greet’ their local firefighters. It goes without saying that you should do your best to clean the department, but you also need to be careful what items are left lying around. Things that may be a joke to you may be offensive to others.
Outside your department you should have a respectful sign, including contact information. You do not have to spend huge money, but it shouldn’t look cheap. Let the public know that help is wanted. Some departments think it shows ‘weakness’ to hang out a help wanted sign, but it is the cornerstone of a good recruitment program. Volunteers are always needed and the public understands that. Your sign will give the public a way to contact you and will keep you at the forefront of their mind.
While you are looking at recruitment, how about going door to door? Drop off a flyer about your department, invite them to your open house and invite the kids to check out the truck. Bring a Polaroid camera and offer to take pictures of the kids sitting in the truck. You will not only gain the parents as potential members but you will leave a memory that will last a long time.
The same flyers that you hand out door to door should be available at all of your fundraisers. Consider opening your drills up to the public and allowing ridealongs. Think about when you first got the ‘bug’ of being a firefighter. If you can get the public to be involved, they might just get hooked.
Marketing is the key to a successful fundraiser. You can make the best pancakes around, but if people do not know about it then you are wasting your time. Flyers are cheap and easy and should be posted at all of your local stores at least 2-4 weeks before. A great way to boost revenues is to sell tickets in advance. Give each of your members 10-20 tickets to sell, and set up a prize for the member who sells the most. Track the numbers on the tickets and you’ll be surprised how many people buy tickets and do not plan on attending the event.
Newspapers, radio and television stations set aside space for public announcements. Take advantage of their space by submitting a press release 1-2 months prior. They will fit you in as they can but do not be surprised if they do not find a spot. Befriend your local reporter. Anytime you celebrate an anniversary, make changes, elect officers, or anything notable, place a call to your friends. Do a profile of your officers and members. Use the press as best as you can as it is the cheapest marketing available.
No matter how you market your department, the important thing is to plan it out and follow through on it. Once you start, don’t stop. It is easier to keep momentum going then to restart it each time you need something. Active marketing of your department will make everything from fundraising and recruitment to budgets easier to accomplish.
The second column this week will look at some general marketing concepts. Marketing services can be difficult but not impossible. As always, the second column will be sent through the vendor list. Be sure to update your profile at http://www.volunteerfd.org/profile.php to receive the column.