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The Situation
The Federal Emergency Management Agency sought to develop
an integrated marketing campaign designed to foster diverse
public-private partnerships and increase public awareness
in states and local communities that had developed very high
arson and church burning rates.
The Challenge
Overcoming entrenched attitudes to avoid public dialogues
and broad partnerships to combat arson and juvenile fire setting.
The Response
Before rolling out the program nationally, Marketing Concepts
conducted year-long pilots in Macon, Georgia, Charlotte, North
Carolina and Nashville, Tennessee.
In order to increase awareness and understanding of the Heritage
program, Marketing Concepts & FEMA followed a five-part
strategy. First, they leveraged the fire department. Second,
they partnered with a credible third-party community/business
groups to create relationships with the local fire service
for marketing communications opportunities. Third, they created
a grant-application process as a carrot to engage fire chiefs
and departments. Fourth, they leveraged fire chiefs, local
business, political and community leaders as spokespeople
with media and arson prevention advocates. Last, they ensured
that all arson awareness activities had a grassroots appeal
and were replicable.
The Result
More than 33 states developed Arson Awareness Partnerships
that led to a major decline in arson in each area. Extensive
media coverage in all media markets which help solidify and
expand business-fire service partnerships. Created a network
for sharing best practices and integrated new tools into the
on-going program.
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