LONDON FIRE DEPARTMENTFinal ReportNovember 11th, 2015

Fanshawe College MKTG 3033 Alex Gazer, Mackenzie Huber, Marco Rogato, Chris Croucher, Paul King

LONDON FIRE DEPARTMENT – November 2015

Table of ContentsI. Executive Summary..............................................................2

ChallengesKey Findings and Insights

II. STRATEGIC OBJECTIVES.....................................................3Objective #1

Objective #2

Objective #3

Objective #4

Objective #5

III. MARKETING STRATEGY......................................................4Overall Campaign StrategyMarket AnalysisPositioningMarket SegmentationCreative Strategy/ Themes and IdeasKey MessagingMedia StrategyAction Plan

IV. TACTICS..............................................................................11Tactic #1- Eye-Spy Static Image AdMedium/ApproachTransit CalculationsTactic #2- 30 Second Video PSAMedium/ApproachYouTube CalculationsTactic#3- #Hotspot Promotional TweetsTwitter CalculationsCalculations

V. IMPLEMENTATION PLAN..................................................15Budgeted Blocking Chart and Action PlanBudget Breakdown

VI. Bibliography.......................................................................17

LONDON FIRE DEPARTMENT – November 2015................................................................................................................

Executive SummaryA change in fire reduction strategy has made it necessary for the London Fire Department to

develop an effective new marketing campaign. Research available to the department has shown that

an increase in fire safety awareness can positively influence a decrease in fires. This report will review

the department’s objectives, outline the challenges the campaign may have and will recommend

strategies for success.

The department has previously focused on fire safety education, standards and enforcement,

and emergency response. The emphasis in their informational campaigns has been on fire

suppression: fire extinguishers, smoke detectors, and an “After the Fire Program”. The aim of this

campaign is to prevent fires before they start: education on the “distracted” cook, and clearing space

around furnaces. The department has indicated thirteen specific “hot spot” for fires, which include

high volume student housing, and high density housing such as apartment buildings where they would

like to reduce the number of emergency calls. The campaign must have the greatest impact possible

while keeping within the $100,000 budget allocation.

Challenges1. Community apathy

2. Constant inundation of other advertisements

3. Breaking through media clutter

4. Obtaining quantifiable data

5. The fiduciary duty of allocating the budget for the most effective and efficient distribution

of the fire prevention message.

6. Identify the most feasible and effective marketing communication techniques to create

and distribute the London Fire Departments fire safety message

3

Key Findings and InsightsThere are numerous trends and insights discovered while conducting the research for this

report. One of these findings include the close proximity of the three hotspots located in the

downtown core of London. This presents an efficient means to distribute a message across multiple

demographics in one area, enabling a higher reach frequency. These three concentrated hotspots are

SoHo, Core, and Hamilton Rd

respectively. As you can see in

Figure 1.1 (Gazer, Huber, King,

Croucher, & Rogato, 2015), all of

these hotspots provide access to

markets with a high salience of

varying demographics. Other

insights include the identified

trend of open flame/smoking

accounting for 30.66% of fires in

London, and cooking fires

accounting for 20.52% (Environics Analytics, 2015). Together making up more than half of

the fire occurrences in London. This tells us that the markets to which we should shift our focus are

the demographics most likely to engage in indoor smoking, and irresponsible cooking. The decrease of

engagement in traditional broadcast media such as television and radio, in contrast with the steady

increase of online and mobile engagement, is another insight gained through the research.

STRATEGIC OBJECTIVESAs noted in the project information from the London Fire Department, “as investment in the

marketing and provision of fire safety education materials/campaigns increases, the number of fire

incidents decreases.” They also note that previous “Lines of Defense” have included public education,

standards and enforcement, and emergency response. The objective of the London Fire Department

has now shifted from emergency response situations, and moved “from reactive to proactive and

progressive”. The department would like to move from providing information regarding fire

suppression (fire extinguishers and smoke detectors, etc.) to awareness of fire prevention (keeping

furnace areas clear, fewer distractions during cooking, etc.). The four objectives of this communication

plan will therefore support this shift:

4

Figure 1.1

Objective #1 Raise awareness among the general public for the importance fire prevention and of the

inverse relationship between safety education and emergency incidents

Objective #2 Present compelling and specific information on fire prevention rather than fire suppression

Objective #3 Reduce emergency incidents by 15% in at least 5 of the 13 specifically identified “hot-spots”

Objective #4 Produce an effective campaign within the $100,000 allocated budget.

Objective #5 Obtain measureable, and quantifiable data

Because the aim of the campaign will be to stop fires before they start, the success of this

campaign will be measured by fewer emergency calls to the London Fire Department. It will be

necessary to keep a record of emergency calls taken before the campaign and then after the

campaign. These should then be compared to see if the number of emergency calls has been reduced.

This would indicate that the objectives have indeed been met. Especially important will be to

compare the number of incidents in the targeted “hot spots” to see if they have been reduced. For the

department to be fiducially responsible to the London taxpayer, the total cost of the campaign must

be covered by the $100,000 allocated budget amount.

MARKETING STRATEGYOverall Campaign Strategy

Our marketing strategy chooses to focus on the demographics who engage in the lifestyles

that leave them vulnerable to the most common source of house fires in London; Open

flame/smoking and cooking. By identifying these demographics and the commonalities between them

we can more accurately target them through mediums they engage most in and the ones they are

most susceptible to. Also by taking into account that lower income households are more susceptible

to house fires due to multiple contributing factors, utilizing public transit as a means of displaying our

messages will target the people in most pressing need of fire prevention information. By advertising in

the core as well, where there is a concentration of 3 hotspots consisting of a variety of the Environics

demographics, we can achieve a high reach frequency of viewership across the London market.

5

Market AnalysisReferring back to Figure 1.1, it can be seen that some of the hotspots in London are comprised

entirely of one demographic, whereas others are more diversely broken down. Furthermore, by

viewing the Environics provided map of the 13 hotspots in London (Figure 1.2), it can be deduced that

there is a high concentration of fire occurrences that take place in and around the downtown core, in

fact, these locations are the top 3

contributing to fire related emergencies in

London. On top of this, the 3 hotspots

concentrated within the core are

comprised of diverse populations and

demographics. To best and most efficiently

use our resources, we have cross

referenced demographic data to obtain

common activities and media consumption

characteristics to formulate the most

efficient means of reaching these

individuals.

Positioning Within the last decade firefighters have undergone a change in the service they provide. No

longer do they only run into blazing buildings, now they do more. London fire has an increasing

involvement with customers within the community. The education provided to the public has changed

also. LFD has transitioned from educating the public primarily about fire safety to fire prevention.

People have started to become more aware of their personnel fire responsibilities and tasks.

Ultimately the goal is to get the message to as many people as possible because all fires are

preventable; the greatest challenge is targeting the message to those who are at highest risk of

starting them. Positioning these messages, as well as the London Fire Department as a revolutionary,

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Figure 1.2

London Fire I.M.C.

Fire Preventi

onLondon

Fire I.M.C.Fire

Prevention

proactive fire combatant service, our advertisements greatly contribute to the shift in paradigm from

fire suppression, to fire prevention.

Market SegmentationIn order for us to maximize the efficiency and effectiveness of our marketing campaign

commonalities amongst demographic groups were identified to create market segments. Using

Environics, analysis can be done to determine the highest contributing group to fires, how the fire is

started, and where these groups are at the highest risk. The places where these people live are listed

as the cities “Hot-spots” that are at high risk of fires due to the surrounding population. The markets

of most interest in this campaign are the people most at risk from fires, and who contribute most to

the occurrence of fires.

As previously mentioned (see Figure 1.2), the close proximity of hotspots in and around the

downtown core provides a unique segment to advertise to, made up of diverse demographics, who

share some common media consumption tendencies. Currently, the demographics; Mobility Blues,

and Single City Renters hold the top two spots for demographics contributing to fires. Other

demographics of focus are the ones that make up the hotspots; SoHo, Core, and Hamilton. This is

because of the opportunity they provide for a high reach due to their close proximity to one another

within the downtown core. Other key demographics include Solo Scramble Mr. /Mrs. Manager, and

Grads/Pads due to their common media consumption tendencies. These demographics also make up

the three hotspots that contribute to more than 60% (Environics Analytics, 2015) of all fires in London.

To see the demographic makeup of the top three contributing hotspots see Figures 1.3-1.4 on the

following page.

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Mobility Blues

Lesisure Rock

concerrts, Casinos, Racing,

SwimmingMedia YouTube, Mobile, Rock

Radio

Solo Scramble

Leisure Bars,

Clubs, Rock Concert, MoviesMedia

Twitter, Mobile, Photo

Apps, Rock Radio

Grads and Pads

Leisure Orchestra,

Horse Races, Fitness WalkingMedia

Twitter, Tablets, Online

Banking, Classicla

Radio

Mr./Mrs. Manager

Leisure Travel,

Skiing, Zoo, Aquarium,

Media Sports

Radio, Wiki, Google+

Mobility Blues

Lesisure Rock

concerrts, Casinos, Racing,

SwimmingMedia YouTube, Mobile, Rock

Radio

Solo Scramble

Leisure Bars,

Clubs, Rock Concert, MoviesMedia

Twitter, Mobile, Photo

Apps, Rock Radio

Grads and Pads

Leisure Orchestra,

Horse Races, Fitness WalkingMedia

Twitter, Tablets, Online

Banking, Classicla

Radio

Mr./Mrs. Manager

Leisure Travel,

Skiing, Zoo, Aquarium,

Media Sports

Radio, Wiki, Google+

Single City RentersLesisure

Rock concerrts, Basketball, Jogging, Cuba

MediaFacebook, Google+, Mobile,

Rock Radio, Mobile

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Core

Single City RentersGrads/PadsSolo ScrambleElectrical AvenuesGrey PridePark Bench Seniors

SOHO

Core

Adelai

de & K

ipps

Adelai

de St.

N Cor

ridor

Huron

Heig

hts

Mornin

gton

Potte

rsburg

Trafa

lgar H

eight

s

Hamilt

on R

d

King Edw

ard/ T

homps

on R

d.

White O

aks

Manor

Park

/Bas

eline

Rd

West L

ondon

0%10%20%30%40%50%60%70%80%90%

100%

Demographic Breakdown Of 13 Hotspots

Mobility Blues Single City Renters Lunch at TimsGrads and Pads Solo Scramble Day Tippers/Night OwlsExurban Crossroads Electrical Avenues Grey PrideRods/Wheels Blue Collar Comfort White Picket FencesMr/Mrs Manager Start Ups/Seniors Park Bench SeniorsSuburban Rows

Figure 1.3

Single City RentersLesisure

Rock concerrts, Basketball, Jogging, Cuba

MediaFacebook, Google+, Mobile,

Rock Radio, Mobile

SOHO

Core

Adelai

de & K

ipps

Adelai

de St.

N Cor

ridor

Huron

Heig

hts

Mornin

gton

Potte

rsburg

Trafa

lgar H

eight

s

Hamilt

on R

d

King Edw

ard/ T

homps

on R

d.

White O

aks

Manor

Park

/Bas

eline

Rd

West L

ondon

0%10%20%30%40%50%60%70%80%90%

100%

Demographic Breakdown Of 13 Hotspots

Mobility Blues Single City Renters Lunch at TimsGrads and Pads Solo Scramble Day Tippers/Night OwlsExurban Crossroads Electrical Avenues Grey PrideRods/Wheels Blue Collar Comfort White Picket FencesMr/Mrs Manager Start Ups/Seniors Park Bench SeniorsSuburban Rows

Creative Strategy/ Themes and IdeasThe creative strategy being employed in this campaign will utilize an emotional, factual and

lifestyle appeal. Utilizing transit shelters, billboards, posters, YouTube, Twitter as mediums to deliver

our messages, we will engage the target markets in the mediums they engage most in, with messages

crafted specifically to them. Three advertisements have been formulated as part of a unified campaign

to engage the demographics across multiple platforms, and increase the awareness of crucial safety

information in the locations they are needed most.

Eye-Spy Static Image AdUsing an interactive image that depicts a scene containing multiple fire hazards hidden

throughout the ad, it will be up to the viewer to try and find the fire hazards, and compare

their findings with the total amount given on the bottom. Depending on their answer, they

can deem themselves fire safe, or fire un-safe. These will be placed at transit stops where

people will be waiting for their rides, allowing for long engagement time, and a high reach.

Social media will also post this image to engage even more viewers. At the bottom of these

ads will be the social media links for the London Fire Department, as well as other fire safety

resources.

Mediums: Bus stops, billboards, posters, Facebook, Instagram, Twitter, Bars/Clubs, back-lits

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SoHo

Mobility BluesGrads/PadsSolo ScrambleDay Trippers/Night OwlsElectrical Avenues

Core

Single City RentersGrads/PadsSolo ScrambleElectrical AvenuesGrey PridePark Bench Seniors

Hamilton

Mobility BluesLunch at TimsSolo Scramble

Figure 1.4

30- Second Video AdThese 30 second videos will outline the two most common fire hazards in London;

open flame/ smoking, and cooking. The video will reveal a scene where a fire hazard related

to either smoking inside or cooking fast forwards on-screen to the worst case scenario, the

ignition, and spread of the fire destroying the scene. It will then re-wind, showing somebody

eliminating and stopping the fire hazard before it can cause any harm; “Prevention. It’s that

easy” will appear as the video ends.

Mediums: YouTube, Facebook, Instagram, Twitter, Tim’s TV, Theatre Pre-Show

#Hotspots Promotional TweetA promotional Tweet, paid to engage all people in specific geographic areas on

Twitter, will be sent out every time there is a fire put out in one of the 13 identified hotspots.

In this Tweet #Hotspot, quickly stating in which hotspot the fire took place in, as well as

information on what contributed to the fire where applicable, and tips on how to prevent it.

#Hotspots will become a basis platform for engagement and unification of all of the ads in this

campaign, bringing them together online and mobile accessible. This allows for people to

engage with ads past the instant time of viewing.

Mediums: Twitter; also integrated as #Hotspots on the bottom or at the end of all other campaign ads

Key Messaging The Key message London Fire is trying to spread is stop the fire before it has a chance to start.

Every fire is preventable and by taking simple steps, you can reduce your chances of starting a fire.

Media Strategy We will be implementing mainly skip and pulse techniques to broadcast our messages. Even

style will be used for the constant broadcasting of our message from social media and mobile outlets.

We will be advertising mainly in the downtown core because of the high concentration of various

demographics, and the close proximity of the top contributing hotspots. By advertising in this area,

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we will be able to achieve a high frequency of viewers due to the downtown cores high pedestrian

traffic, it will also have a large reach due to the various demographics present there throughout the

day. Having transit stops equipped with out poster style ad, people will be engaged while

they are most vulnerable to attain information; while they are waiting.

Our video ads will target across multiple demographics through their

consumption of online mediums. YouTube, Face Book, and Twitter are all means to witch we can

display our 30 second video ad, YouTube also allows for a high reach for a relatively cheap price.

Our #Hotspots movement will reach all Twitter users

in a selected geographic area, and with many demographics sharing Twitter as a consumed medium,

we can have a large reach of viewers by spending the money to have people see our PSA style

promotional Tweets.

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Action PlanTactics Objectives Task Success Criteria

Twitter To increase awareness of services being performed

Post promotional Tweets giving info about current fires in Hotspots

Engagement with a Tweet

Instagram/Facebook Achieve further reach with followers

Post all safety, campaign and informational material to social media

Likes & Shares

Transits shelter Interactively engage viewers

Reaches people at their most vulnerable: while they are waiting

Word of mouth, memorability

Backlit poster Optimize message frequency

Placed strategically to capture awareness

High viewership and engagement

Tim’s TV To reach older demographic, for longer periods of time

Advertisement on loop to engage and create connection with viewers

Noticeable engagement through visits to #HotSpots

Billboards To achieve higher reach amongst multiple demographics

Large visual presence to maximize reach

Visiting any informational resources after viewing

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TACTICS Tactic #1- Eye-Spy Static Image Ad

The poster is going to entail a scene in which there are a number of fire hazards. Citizens of

London will be able to spot as many hazards as they can, and compare their score with how many

hazards were actually present. As a result, the London Fire Department will be interacting with the

citizens of London, giving them something to think about while waiting for the bus or walking through

the mall, and assist them in learning more and more about fire hazards.

Medium/ApproachThe poster will be advertised in bus shelters, back-lits, the Via-rail station, billboards and

various social media platforms. Backlit posters range as low as $260 per week, and as high as $1038

per month, which is very reasonable considering the budget at hand. Billboards average at about

$10000 per month (OutFrontMedia, 2015), which is a tad expensive, but the impact and visibility of

the advertisement will prove its worth. Below is a map representing all of the transit shelter located in

London, It is notable that a bulk of the bus shelters lie within the three major hotspots. (See Figure

1.4)

Transit CalculationsCPM: 11000/1000850/11= $77.27

Reach: 11000/368000= 3%

Frequency: 2/0.03= 66.67

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Figure 1.4

Tactic #2- 30 Second Video PSAThis public service announcement will be 30 seconds long, showing a possible fire hazard in

someone’s home. Quickly, it will fast forward to the worst case scenario, showing that a fire is being

started as a result of the hazard. Once that is shown, it will rewind to before the fire started, and

show how it could be prevented. With the public service announcement, the London Fire Department

will be appealing to people’s emotions, informing them that this is something that can happen to

anyone if you do not take precaution.

Medium/ApproachThrough the use of YouTube, Cineplex Media, and various types of social media platforms, the

London Fire Department will broadcast a public service announcement. Spending only $100, the

London Fire Department will be able to receive 20000 views on YouTube (YouTube, 2015). In addition,

the London Fire Department will be able to target specific audiences based on age, gender, location,

interests, and more. As a result, advertising on YouTube can be deemed very affordable and effective.

Compared to other mediums such as television, radio, and newspaper, YouTube provides a

substantially higher view rate, at the same cost of $100. Tim Horton’s receives 401 million guests per

year worldwide that eat inside the restaurant, and with advertisements occupying 50% of what is

displayed on Tim’s TV, it is safe to say that this will be an effective method (Cineplex Media, 2015).

See Figure 1.5 for a breakdown of

Tim’s TV programming ratios.

YouTube CalculationsCPM: 20000/1000100/20= $5

Reach: 20000/368000= 5.43%

Frequency: 7/0.0543= 128.91

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Tim's TV Programming Ratios

Quality and Freshness EntertainmentBrand Values CommunityAdvertising

Figure 1.4

Tactic#3- #Hotspot Promotional TweetsThe London Fire Department will provide promotional posts about recent fires happening in

the city of London, and the cause of the fire. The main objective for this tactic is to inform citizens of

London about the different causes of fire within their city, allowing them to find a correlation and

learn from example. Furthermore, the use of the hashtag “HotSpots” will create a reputation for these

promotional posts, allowing the citizens of London to always be informed.

Medium/ ApproachThrough Twitter, the London Fire Department will be able to promote tweets to specific

locations in London. Not only will they be able to specify location, they will be able to specify age,

language, platform, and carrier. Rates average

at $15, providing an estimated 1300 views. As a

result, advertising on Twitter is a very feasible

and effective method. In Figure 1.5 you can see

the metrics in which you can quantify the

effectiveness of each promoted Tweet.

Twitter CalculationsTweeCPM: 1300/100015/1.3= $11.54

Reach: 1300/368000= 0.35%

Frequency: 12/0.0035= 3428.57

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Figure 1.5

Calculations

Mediums Reach Frequency CPM Calculations

Transit Shelters 3% 66.67 $77.27 CPM:11000/1000850/11Reach:11000/368000Frequency:2/0.03

Tim’s-TV

Twitter 0.35% 3428.57 $11.54 CPM:1300/1000Reach:1300/368000Frequency:12/0.035

YouTube 5.43% 128.91 $5 CPM:20000/1000100/20Reach: 20000/368000Frequency: 7/0.0543

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$53158

IMPLEMENTATION PLANBudgeted Blocking Chart and Action Plan

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Figure 1.6 5

Budget Breakdown

Bibliography

18

Figure 1.7 6

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Cineplex Media. (2015). Tims-Tv. Retrieved from media.cineplex.com: http://media.cineplex.com/tims-tv

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