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DROWNING DROWNING PREVENTIONPREVENTION
Getting The Word OutGetting The Word Out
Presented byPresented by
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Getting the Word OutGetting the Word Out
Marketing 101Marketing 101Effective Message DeliveryEffective Message Delivery
Reach, Throw, Row, Reach, Throw, Row, Don’t GoDon’t Go
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ReachReach
Reaching the right audienceReaching the right audienceNot everyone’s messageNot everyone’s message
Define the “Who”Define the “Who”
Know their demographicsKnow their demographics
Use Lowest Common DenominatorUse Lowest Common Denominator““The lady who peels carrots.”The lady who peels carrots.”
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ReachReach
Creating the right messageCreating the right messageDefine the “What”Define the “What”
What are we trying to say?What are we trying to say?
What is the single most important point?What is the single most important point?
How do we simplify that message?How do we simplify that message?
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“Okay sir, pay careful attention as I’m going to provide you with specific directions on what to do to prevent you from drowning.”
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ReachReach
Keep it Simple!Keep it Simple!
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ReachReach
Define the “How”Define the “How”How do they get their messages?How do they get their messages?
Where do they get their messages?Where do they get their messages?
What do they actually hear?What do they actually hear?
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ThrowThrow
Throw the messageThrow the messageMultiple timesMultiple times Use different methodsUse different methods Be consistentBe consistent Timing is essentialTiming is essential Evaluate your progressEvaluate your progress
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RowRow
Are you being effective?Are you being effective?What are your measurement tools?What are your measurement tools?Do you need to readjust Do you need to readjust The Message?The Message?The Program?The Program?The Methods?The Methods?
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Don’t Go – EMS ResponseDon’t Go – EMS Response
The GoalThe Goal
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A Drowning Prevention A Drowning Prevention Success StorySuccess Story
City of PlantationCity of Plantation
Summer 2000Summer 2000
Nine pediatric drowningsNine pediatric drownings
Six backyard poolsSix backyard pools
Two lakesTwo lakes
One canalOne canal
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A Drowning Prevention A Drowning Prevention Success StorySuccess Story
Summer 1999Summer 1999
Four pediatric drowningsFour pediatric drownings
Three in poolsThree in pools
One in lakeOne in lake
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A Drowning Prevention A Drowning Prevention Success StorySuccess Story
NEVER AGAIN!NEVER AGAIN!
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A Drowning Prevention A Drowning Prevention Success StorySuccess Story
Partnered with Partnered with
Plantation General HospitalPlantation General Hospital
Defined the core of the problemDefined the core of the problem
Simplified the messageSimplified the message
Address the single important Address the single important issueissue
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A Drowning Prevention A Drowning Prevention Success StorySuccess Story
The ResultThe Result
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A Drowning Prevention A Drowning Prevention Success StorySuccess Story
Campaign begins – Memorial DayCampaign begins – Memorial Day
Ends – Labor DayEnds – Labor Day
Banners placed at each fire stationBanners placed at each fire station
Entrance to PGHEntrance to PGH
On engines during July 4On engines during July 4thth parade parade
On display at fireworks display.On display at fireworks display.
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A Drowning Prevention A Drowning Prevention Success StorySuccess Story
Drowning Prevention MessageDrowning Prevention Message
AppearsAppearsPlantation QuarterlyPlantation Quarterly
Pen & InkPen & Ink
City Radio StationCity Radio Station
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April Pool’s DayApril Pool’s Day
Partner with Broward CountyPartner with Broward County
Held April 1Held April 1stst (April Fool’s Day) (April Fool’s Day)
Invited all local camps w/parentsInvited all local camps w/parents
High impactHigh impact
News coverageNews coverage
Drove the messageDrove the message
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A Drowning Prevention A Drowning Prevention Success StorySuccess Story
ResultsResults
No Pediatric Drownings No Pediatric Drownings
in 8 Years!in 8 Years!
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Questions?