THE ORANGE COUNTY FIRE RESCUE DEPARTMENT (OCFRD) PAIRED BILLBOARD ADVERTISING AND MOBILE TO RUN A SUCCESSFUL RECRUITMENT CAMPAIGN.

The Orange County Fire Rescue Department serves over 1,000,000 citizens and visitors and is the largest fire and rescue department in Central Florida. For their #GoBeyond Firefighter Recruitment campaign, OCFRD strategically targeted their desired audience using OOH + Mobile to drive awareness and generate increased interest from minorities and females. Pleased with their results, OCFRD reported receiving a total of 1,643 interest cards as a result of their campaign. OCFRD also reported that the highest representation of applicants came from the Hispanic population and, additionally, there was strong interest from Black females.

INSIGHTS

RESULTS

1290

Clicks

3.18%

SAR (Secondary Action Rate)

SOURCE: OUTFRONT Mobile Network

DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.

STRATEGY & TACTICS

THE FACTS

Strategically Placed

Orange County Fire Rescue Department used bulletins in key areas to reach their target audiences.

Proximity Targeting

OUTFRONT’s Mobile Network was added to reinforce the OOH messaging which acted as a primer for Mobile. The mobile campaign performed 6% over benchmark.

Client Praise

"We pulled in over 1,600 interest cards and the breakdown was very diverse.”

- Carrie Proudfit, Public Relations and Outreach Specialist Orange County Fire Rescue Department

CASE STUDIES

ADDITIONAL CASE STUDIES

Thank you!