Case study: firefighter recruitment radio campaign for Lac Ste. Anne County.

Recruitment Campaign

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 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

What was the outcome?

We produced a three-ad campaign that was broadcast on stations across the County prior to the recruitment period, resulting in a spike in online applications. The County continues to receive expression of interest applications from prospective recruits via the domain on a monthly basis.

“From managing our media and mentoring our in-house resources to providing hands-on assistance during critical events, Tangent Civic helps the MD of Lesser Slave River with all aspects of its communications program. Enhanced professionalism, efficiency and community engagement are all by-products of their ongoing involvement with our municipality.”

Allan Winarski | Chief Administrative Officer, MD of Lesser Slave River

How else do we help progressive organizations communicate?

Talk to us about advertising design.

If you want to broadcast your message with impact, clarity and a compelling call-to-action, talk to Tangent Civic about telling your story in the medium that serves you best.

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