We helped Lac Ste. Anne County Fire Services attract new recruits.
Tasked with safeguarding an expansive rural region several hours northwest of Alberta’s capital, Lac Ste. Anne County Fire Services relies heavily on volunteer and paid-on-call emergency response personnel. Attracting, recruiting and retaining the right caliber of men and women for these roles required a compelling message that could be delivered with appropriate reach and frequency. We understood that a fire service is a special, close-knit, almost quasi-military group unlike any other municipal department, and that the messaging had to be crafted accordingly in order to resonate with the right crowd.
We began by developing a radio campaign that would reach area commuters and drive the client’s value proposition home in a moving and memorable way. Our “Not a Hero” ad series underscored the fact that those who devote their time to the service don’t see themselves as heroes; just ordinary citizens who care about their families and want to make a meaningful difference in the community. We reserved CountyFire.ca to serve as a simple, memorable call-to-action that forwarded users to an interactive expression of interest form on the County’s fire services website. Listen to the ads here.
What services did we provide?
- Script Writing
- Voice Talent Acquisition
- In-Studio Art Direction
- Audio Engineering
- Media Planning & Management