Illinois-Indiana-Wisconsin CSA Emergency Preparedness Community Outreach Campaign

1. Illinois-Indiana-Wisconsin CSA Emergency Preparedness Community Outreach Campaign PRESENTATION TEMPLATE

2. 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.

3. » The Gear Up. Get Ready! Campaign Objectives

4. 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

5. 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

6. » The Gear Up. Get Ready! Research

7. 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

8. THE FOUNDATION – RESEARCH REPORT

9. 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)

10. 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

11. 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?

12. THE FOUNDATION – RESEARCH REPORT CSA TARGET AUDIENCE SEGMENTS • COMMONALITIES • Family • Trust Agents • Incentives • Traditional & Non Traditional • Media Mix • Technology

13. » The Gear Up. Get Ready! From Research to Branding & Messaging

14. 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

15. 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

16. » The Gear Up. Get Ready! Campaign Vision & Outreach Experience

17. 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

18. 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

19. 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

20. 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

21. INCENTIVED ENGAGEMENT Tier One Incentives • Drive Stronger Participation On-site Weather Radio Emergency Kit with Flashlight & First Aid Kit

22. » The Gear Up. Get Ready! PR & Media Awareness

23. 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

24. 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

25. » The Gear Up. Get Ready! Why Establish A Partnership

26. PARTNERSHIP OBJECTIVES Unify your community’s emergency preparedness efforts New partnerships deepen the overall impact this campaign has on the community