Outcome Objective:

Twitter

A fourth outcome our team would like to

accomplish is more interactions on the client’s
Twitter account. To have five or more likes or
retweets within a week the post has been made.
Many Twitter users utilize this application for
relatable content. That is where our team will
help our client create content to connect with
the key publics to reach this outcome goal.
 Conclusion
CONCLUSION

While working with the Normal Fire Department we

plan to grow and expand their social media
outreach to a younger demographic, in particular
the Illinois State University student population.
The next steps we would like to take for the Normal
Fire Department include working on content for their
social media, specifically focusing on Tik Tok and
Instagram. We want to increase engagement among
the college aged demographic. We plan to create
content the Normal Fire Department can share, as
well as plan out Tik Toks and use software such as
Hootsuite or Sendable to set a schedule for their
social media posts.
STRATEGIES & NORMAL FIRE

TACTICS
DEPARTMENT
 THEME
Fire Safety: It's Lit!
OUR
VISION

Fire safety: It's Lit. This theme highlights the importance

of understanding fire safety. The more educated people
are on the topic of fire safety, the more they will be
prepared for an emergency. Practicing fire safety comes
in handy in real-life emergencies. This theme closely ties
to our prior research by touching on our organization's
mission statement; “Protect the lives and property of the
citizens and visitors of the Town of Normal during all
emergencies and disasters." Ensuring that the Town of
Normal is properly educated on fire safety helps
eliminate the likelihood of preventable emergencies.
FIRE SAFETY: IT'S LIT!
This theme differs from
our client's existing
strategies in how it
promotes fire safety as
something interactive.
Fire-related emergencies
and disasters are nothing
to play with. The “it’s lit”
factor of this theme is to
state how being
educated on this topic is
fun and essential for all
members of the
community. This message
will resonate with our
target audience of
college-aged individuals
by being straight to the
point and relatable by
using younger slang.
 EVENT

We will be putting
BLOCK on an anniversary
PARTY block party for the
Fire Department
This event will be
similar to a
cookout/festival.
We will need to
request for the
street adjacent to
the Fire Department,
Osage street to be
blocked off for
three hours.
During this event we
will have food,
drinks and games
 EXECUTING EVENT

A block party near Illinois State University’s campus with free food and
drinks will be a good way to attract college students. Once the
students have come, we will have informational pamphlets to hand
out when they grab food/drinks. This will help us achieve the
objectives of our campaign by getting the attention and raising
awareness for our target audience, college students. We are also
going to host a raffle, to enter the raffle you have to follow the
instagram, Twitter, and TikTok! This will BOOST social media
engagement.

To carry out this event we will first inquire about getting Osage Street
blocked off for this event. After we get the approval for that, and an
approved budget from the fire department we will start ordering
supplies and distributing the printed materials such as the flyers. We
will then create a sign up sheet for firefighters to sign up to cook for
the event. We will be grilling out so we then will order food and drinks.
We will order water, and a selection of foods such as hot dogs,
veggie hot dogs, hamburgers, veggie burgers and chips. We are
planning to order enough for 600-800 people.

We will promote this event by making an online and physical flyer. Once
this flyer is designed and has been approved we will post it on the
Illinois State University student facebook groups, share it on the fire
departments social media accounts and post it in campus housing
 MEDIA FOR
THE EVENT

The two main types of controlled media we will

be using for this campaign are tiktok and flyers.
Because our main target audience is a younger
demographic we want to increase engagement
with college aged students. By creating tiktoks we
are hoping to reach college aged/Illinois State
University students. When we make these tiktoks
for the fire department,, we can also share them
on facebook and instagram through reels which
can reach a broader audience/demographic than
just tiktok alone.

The second type of controlled media we want to use

is posters and flyers. Since this is a type of controlled
media, the placement is at the discretion of our
client. We will create a couple of different
posters/flyers and then plan to distribute and hang
them around Illinois State University to reach the
students. We would like to hang these in all three
dorm buildings on campus, in each building of
Cardinal Court which is university housing
apartments. Making these posters will also ensure
visibility, that those that do not use social media can
still see the message.
 PESO MODEL
P- PAID
E- EARNED
S- SHARED
O-OWNED
Paid- We are not focusing Shared-For shared media
on any paid media for this we will focus on tiktok and
campaign instagram stories. with a
business instagram account
we can track how many
times our posts have been
shared

Earned- For earned media Owned- we have created

we will focus on social several fliers, to be
media, and emailing the distributed to the campus
vidette to do a feature housing and at the block
piece party event
 Budget

Items Amount Actual Amount Notes

Expenses

Bottled water 200.00 200.00

Hot dogs, veggie

150.00 200.00
dogs
Hamburgers, veggie
hamburgers 300.00 350.00
Snacks (chips, fruit)

200.00 250.00
Printed materials
(flyers)
150.00 100.00
Tables

Stickers for give 100.00 100.00

away
50.00 50.00

DJ 600.00 600.00 300.00 an hour

Totals

Other 1,750.00 1,850.00

 SOCIAL MEDIA
INSTAGRAM
POSTS
Posts can include visuals of fire
safety recommendations while
maintaining engagement by asking
a question for the audience to
answer in the comments. The
question can also be unrelated to
fire safety, but it will boost
engagement with students.
STORIES
Stories can include reposts of fire
safety recommendations and fun
polls, easy quizzes about fire safety,
or Q&As about NFD.
POST 2 TIMES A WEEK
FACEBOOK
A MONTH
Facebook posts can be a
combination of content from
Instagram, Twitter, and Tik Tok.
Posts can include fire safety
recommendations and tips, news
about local fires, and "cute" posts
about rescuing animals in the
community
POST 1-2 TIMES A WEEK
RELEVANT HASHTAGS INCLUDED ON ALL POSTS
TWITTER
Tweets can include the latest news
about local fires, pictures of NFD
training, and fire safety
recommendations. Tweets can also
include fun polls to engage with the
audience.
POST 1-2 TIMES A WEEK
TIK TOK
Tik Toks can include videos of
miniature vlogs of day-to-day life at
NFD. Tik Toks can include videos of
a firefighter's "day in the life" (what
a shift is like), a tour of the NFD or a
firetruck, and "cute" videos such as
rescuing animals.
POST 2-3 TIMES
COLLABORATION
NFD should interact and collaborate
with other local social media
platforms, such as ISU social media
accounts and leasing agencies (YA
Realty, First Site, and SAMI). This
can include reposting their posts,
having them repost NFD posts, and
collaborating on giveaways.
SOCIAL MEDIA POSTS
INSTAGRAM
POST STORIES

TY: TY:
SAFE SAFE
FIRE IT! 🔥 FIRE
IT'S L IT! 🔥
IT'S L

Y: Y:
RE SAFET RE SAFET
FI IT! 🔥 FI IT! 🔥
IT'S L IT'S L
SOCIAL MEDIA POSTS
FACEBOOK

TWITTER
 TIK TOK STORY BOARD

Firefighter: "Hi my name is [name] Firefighter states they inspect

and I'll be showing you what an Firefighter showing how to check businesses to make sure they are
equipment
average shift at NFD looks like!" up to date with fire codes

VIDEO

Firefighter explains physical Firefighter explains firefighter Caption: Follow Firefighter [name]
training duties and joins training as colleagues train in the as they go through a shift at NFD!
colleagues in a workout near background #normalil #normalillinois #blono #isu
#illinoisstate #illinoisstateuniversity
INFOGRAPHICS

FIRE SAFETY: IT'S LIT!

NORMAL FIRE DEPARTMENT
PRESS RELEASE
MEDIA ADVISORY
 FLIERS

orm a l Fire
f N De
o PRESENTS

pa
n

SATURDAY, APRIL 15, 2023

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IT'S LIT
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The T

ent
BLOCK C

PARTY
JOIN US FOR FREE FOOD, DRINKS, AND FUN ACTIVITIES
SCAN HERE FOR MORE INFORMATION
 BLOCK PAR
AL TY
NU

20
AN

23
Food, Drinks, & Fun!

.
SA

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MORE INFO HERE

AY 1 1
, AP T
RIL 15 A
Normal Fire Department
It's Lit Block Party 2023

15 APRIL 2023 AT 11:00 AM

606 S MAIN ST
NORMAL, IL 61761