DROWNING PREVENTION Getting The Word Out Presented by Getting the Word Out Marketing 101 Effective Message Delivery Reach, Throw, Row, Don’t Go Reach Reaching the right audience Not everyone’s message Define the “Who” Know their demographics Use Lowest Common Denominator “The lady who peels carrots.” Reach Creating the right message Define the “What” What are we trying to say? What is the single most important point? How do we simplify that message? “Okay sir, pay careful attention as I’m going to provide you with specific directions on what to do to prevent you from drowning.” Reach Keep it Simple! Reach Define the “How” How do they get their messages? Where do they get their messages? What do they actually hear? Throw Throw the message Multiple times Use different methods Be consistent Timing is essential Evaluate your progress Row Are you being effective? What are your measurement tools? Do you need to readjust The Message? The Program? The Methods? Don’t Go – EMS Response The Goal A Drowning Prevention Success Story City of Plantation Summer 2000 Nine pediatric drownings Six backyard pools Two lakes One canal A Drowning Prevention Success Story Summer 1999 Four pediatric drownings Three in pools One in lake A Drowning Prevention Success Story NEVER AGAIN! A Drowning Prevention Success Story Partnered with Plantation General Hospital Defined the core of the problem Simplified the message Address the single important issue A Drowning Prevention Success Story The Result A Drowning Prevention Success Story Campaign begins – Memorial Day Ends – Labor Day Banners placed at each fire station Entrance to PGH On engines during July 4 parade th On display at fireworks display. A Drowning Prevention Success Story Drowning Prevention Message Appears Plantation Quarterly Pen & Ink City Radio Station April Pool’s Day Partner with Broward County Held April 1 (April Fool’s Day) st Invited all local camps w/parents High impact News coverage Drove the message A Drowning Prevention Success Story Results No Pediatric Drownings in 8 Years! Questions? ???????????
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