Services
- Marketing discovery
- Website optimization
- Photography and videography
- Video marketing
- Social media marketing
- Social media advertising
- Reporting
Background
Kensington Volunteer Fire Department is a 100% volunteer fire department that serves the town of Kensington, MD and surrounding areas. With unique benefits like free classes and training, a live-in program, and tuition assistance, KVFD has a lot to offer volunteers. However, with the amount of operating fire stations in Montgomery County, there’s a lot of competition when it comes to recruiting volunteer firefighters and EMTs. That’s where we come in!
Opportunity
Our relationship with KVFD began in March 2022 after our team received a Request for Proposal from the organization’s grants committee for a social media and marketing partner in order to recruit more fire and EMT volunteers for their station. After careful review all of submissions, Kensington Volunteer Fire Department selected Agency 102 as the winning proposal and our partnership kicked off — we were thrilled! The RFP scope included an organic social media strategy, social media advertising, website optimization, an on-site photoshoot to gather image assets, and finally, an on-site video shoot to develop a recruitment video.
Solution
To kick-off our partnership with KVFD, we held stakeholder interviews with a diverse demographic of volunteers to understand their organization and values, completed discovery audits on their current social media profiles and web pages to uncover gaps and opportunities, and prepared a discovery presentation where we shared our findings and recommendations with the team.
Our content marketing experts then worked with KVFD to set a date for an on-site photoshoot at the station with our photo and video partner, Caroline Phillips. During this shoot, we gathered image assets for our social media advertisements, organic social posts, and website. While our photographer was hard at work, the marketing team was able to float around the station and record short interviews with volunteers to be used for future content purposes.
With these image and content assets in hand, our content marketing specialist began work on the website optimizations, organic social media calendar, and social media advertisements. This included preparing a document with copy and imagery for the proposed ads, completing approved optimizations to the website through WordPress, optimizing KVFD social media profiles, setting up the social media calendar framework, and creating social media templates in Canva.
The KVFD home page
An example post from our Volunteer Spotlight social media campaign
Results
Besides the hard numbers, being a marketing partner to an organization with such impact to the community it serves is one of our favorite things about this account. Since our partnership with KVFD began, we’ve implemented an organic social media strategy, a paid social media strategy, and website optimizations. Some results we’ve seen so far include:
- 774 ad clicks
- 58,389 ad reach
- 1,995 website visits in 30 days
- Reached 1,218% more accounts on Instagram since implementing organic social media strategy
- 79 new followers on Facebook
- 183,873 post reach on Facebook
- 12,774 post engagements on Facebook
- 1,055 profile visits on Twitter
