The Community Fire Company, Inc. in Exmore, Virginia (CFC) is requesting proposals from qualified public relations/marketing individuals or firms to develop and coordinate a comprehensive marketing and volunteer recruitment campaign across multiple platforms, including, but not limited to: branding, website design and management, print media, broadcast media, marketing at special events, social media presence and advertising, printed recruitment materials, and recruitment videos for broadcast advertising on social media and other platforms. The overall purpose of this recruitment campaign is to increase the number of volunteer firefighters serving the CFC and will utilize federal SAFER Grant funds over the next eighteen months. The successful individual/firm shall have significant experience in representing other volunteer fire agencies/departments or similar volunteer organizations in the area of marketing and public relations related to the recruitment and retention of volunteer firefighters.
The CFC serves northern Northampton County, Virginia, including the communities of Exmore, Belle Haven, Jamesville, and Willis Wharf, as well as providing mutual aid to numerous communities and other fire departments in Northampton and Accomack Counties, Virginia. Overall, the area is rural in nature, with the incorporated Town of Exmore included in the first-due service area. The estimated population of the first-due service area is 5,000 inhabitants. The CFC is currently experiencing a critical shortage of firefighters needed to respond to emergencies and serve the needs of the public.
Scope of Work:
· Marketing and Advertising
o Develop, coordinate, and implement the proposed marketing campaign.
o Provide graphic design and content development for digital, video, print, and collateral material, and others, as requested.
o Provide strategic campaign support, including planning, development, and execution; multi-channel outreach; branded material development, media planning; and scheduling and purchasing or advertising; advertising mediums can include print, digital, radio, television, or others.
o Provide market strategy and market research consulting, as needed.
o Provide media planning and management, as needed.
o Provide website design, development, and content services as needed.
o Provide social media strategy development, content and execution, as needed.
· Event Planning
o Provide special event presentation material that will further the CFC brand at small- and large-scale events with or without staffing at the events.
o Provide necessary training and education to current members of the CFC (or others at the discretion of the CFC) related to the recruitment of volunteer firefighters.
· Volunteer Recruitment Training
o Produce a video for on-line viewing that stresses the importance of current volunteers reaching out to friends and family as a way of recruiting; the video will include demonstrating the importance of peer to peer recruiting.
· Data Collection and Reporting
o Collect, analyze, and report data relative to the reach and impact of the individual elements of the campaign and provide guidance for adjustment to campaign strategies and platforms to optimize impact
o Provide guidance on opportunities/options for local governments and local businesses allowing volunteer firefighters to respond to emergencies when on duty (working).
o Provide guidance on efforts to promote additional volunteer firefighter recognition to the public.
July 11, 2019
Community Fire Company, Inc.,
P.O. Box 706,
Exmore, VA 23350 –
Attention: Fire Chief
Agencies with relevant experience includes Ketchum PR and Hunter PR.
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