In order to attract new volunteers, we produced a social media campaign that was brought to life using data from an extensive research study. We interviewed the organization’s leadership and actual volunteers, and dispersed an online survey that was completed by 200+ current Hanover Fire-EMS volunteers. Our research revealed that volunteers join Hanover Fire-EMS for three main reasons: to gain experience and training, to serve their community, or because of a friend or family member’s history of volunteering in the organization. Using this data, we then crafted a unique campaign position for Hanover Fire-EMS:
If you’re looking to serve your community and be part of one of the leading Fire-EMS organizations in Virginia, Hanover County is the place to volunteer.
At Hanover Fire-EMS, our volunteers and career staff work closely together, undergoing the same advanced training and sharing one mission: to protect and serve the residents of Hanover County each and every day.
That’s why they are truly Hanover’s heroes.
The time is now to be a Hanover Hero. Join us!
From here, our team produced a creative campaign that centered around the message “Join. Train. Prevail.” The campaign included the creation of a logo and manifesto, a recruitment video using actual Hanover Fire-EMS volunteers, a series of social media ads, and a landing page to make it as easy as possible for volunteers to apply.
We used actual volunteers and Hanover Fire-EMS visuals across all of the materials. The video and social media ads are now running across Facebook, Instagram and Twitter with a strategic media spend for each channel. Ads are driving interested individuals to the landing page to learn more and apply.