It’s time for 2022 marketing planning! If you haven’t already started thinking about it, it’s time to get going.
Here’s how I go about it:
First look at your 2021 plan – is there anything that wasn’t addressed, and you can get into this year still?
Summary – where have you been and where are you going?
Goals – what are they? Things like “increase lead generation by 16%, improve lead-sale conversion by 4%, increase new contacts in the CRM system by 12%. Stuff like that but make sure they’re all measurable.
Opportunities – what are your opportunities? Check out your SWOT analysis and update that if it’s been a while. Also tie these to marketing activities
Key activities – high-level efforts like “mine for case study opportunities, work closer with Latin American partners to help boost their sales, focus on better lead qualification”
Now it’s time to gather input from other stakeholders and key leaders.
Set meetings with each of your business category leaders. What’s their focus for the coming year? Where do they need marketing assistance?
Meet with each territory team. Same questions – what’s their focus and where do they need marketing efforts for the coming year.
From there polish your document and send to the team for their review, input, edits. One you have this final and approved it’s everyone’s strategy, not just marketing’s. You’re strengthening your team with this level of transparency and identifying your 2022 focus.
From here it’s on you to map out the program and activity plan. Build a schedule for the year with as much information as you can. Dates, locations, cost estimates, etc.
This is a guide and a direction forward. Dates change, activities get added…. This is normal for marketing as you know. Keep ahead of the game in your planning and keep pushing forward. You’ll see the wins on several levels that’ll ultimately move the organization forward.
Being in marketing or leadership can sometimes be challenging and difficult. When things are a mess, and you have no idea where to start. I’m writing a book to make life easier for marketers and business leaders.
I think it came about when I was mentoring on my branding process, and I realized that I have all this great information from 25+ years marketing experience. I have a ton of content, both written down and, in my head, so why not get all of this down into a concise and to-the-point document. I base my thinking and work on an integrative marketing model, but I also bring in several change disciplines around evolve, connect, and inspire. That’s my secret sauce and something I’ve coined Integrative Marketing Fusion. More on that as the book progresses.
Originally, I was thinking a practical workbook but then quickly it jumped up in page numbers. As of now I’m at 52 pages with at least that amount to go. One thing I want this to be is something that is useful now. It has some theory in it but basically, it’s a down and dirty how-to guide with templates that can be downloaded and used by anyone in any industry at any level – students, leadership, people interested in learning marketing, and marketing professionals.
The current outline (as of today) is:
Introduction
Marketing Defined
Integrative Marketing Fusion (IMF)
A Brand
Building a Personal Brand
Marketing Strategy
Marketing Communications Program Management
Marketing Functions
Resources and Tools
Each of these major sections have several sub-sections.
I’m posting parts, pieces, and downloads on my Patreon page as I go through this initial drafting phase if you’d like to check that out.
I just wanted to get you all a quick update on what I’ve been up to lately and will be for a while. Stay tuned for more updates.
Recently a friend of mine and her agency, 8THIRTYFOUR, posted two blog posts that caught my eye. They’re interesting and right on topic for several reasons.
The first is to help bridge the gap from us ‘older’ folks to the Gen Z kids. Check it out here as it helps define some of their slang.
The other post is about staying authentic in an inauthentic world. Authenticity is something I’ve always strived for and this hits on a great list to help stay authentic. Check it out.
Seems like a lot of stuff has recently sparked in me and rather than put these all as separate items I thought I’d give you some sort of blog combo pack!
Why am I in the fire service?
Post-Chattanooga 9/11 Stair Climb
Thinking about this question brings some deep, as well as some not-so-deep thought. Quickly it was initially to be part of the community where I am not from and don’t initially fit in due to my yankee accent. Also due to several wildland fires in the area and just newly built a house out in the woods, I wanted to be able to protect my house and family. But the more I got into it, the more I wanted to learn. It fulfilled a “professional” need of being valued that my day job didn’t meet. It also was serving a higher purpose with my marketing skills and expertise – one that has been a weight on me for years. Something good instead of pushing products that really didn’t help people in a meaningful way. I was helping people. Directly by responding to emergency calls, and indirectly by helping my fire department and influencing others. Not a lot of change happens in the fire service and coming in with a marketing perspective offers something new. Not that many are willing to even talk about this “soft” side of the fire service, but I see the benefit and so does my department.
The fire service is in bad shape. Declining members (both career and volunteer) and declining funding. I also believe it’s a lack of understanding and value. People have an emergency and they dial 911 and we show up. But what if those response times continue to slip? What if nobody came? It seems like that’s where we’re headed as a society anyway… everyone for themselves. Look at politics and corporate ladders. Where has the “we” and “us” gone? Where is a community that truly looks after and cares about each other? There may be some pockets of that here in the US, but for the most part I see that gone.
I guess I take that on myself. To improve my department, to show the value to my community and to pull us together and prove that it can be done. To be an example to other departments and communities. And then perhaps, work with other departments and communities as a day job. Though frustrating at times being part of a small, rural department, I also see it as a way out of my day job. An advancement to do something different that has tangible, real life-changing results with what matters most – people.
Personally, I also wanted to see if I could do it. Physically and mentally. To learn something new. I have been so bored with my day job and not seeing much future in it or seeing a higher purpose in it. To push myself physically to see if I could keep up with the kids in their 20’s. To lead them and to offer a positive example. To give my department members with a positive role model and to lead them. And to be honest, it also helps me burn off aggression and
anger due to the issue with my precious children. I’m not involved in their daily lives and rarely even hear from or talk with them mainly due to their “mothers” bitter and vengeful influence and the courts not really caring about anything but money. I have been able to punch holes in boats with an axe, rip down ceilings during overhaul, save precious memories, extinguishing fires and raking fire breaks. I get dirty, sweaty and can use brute force. This helps me control my anger. It is getting better with time, but I still have my moments, and this gives me a good outlet.
I know I keep most of this in my head and to myself, and it takes a lot to pull it out of me (kicking and screaming sometimes due to my stubbornness). I stay pretty reserved with my personal life as I have been hurt by so many people in the past my trust is limited. Maybe fire service is a way for me to trust again. It’s needed on emergency scenes and with who I’m there with. Didn’t think of that before but it makes sense.
It also brings an aspect of respect and honor. I feel proud to be a firefighter. It’s an important job and the fact that I’m a volunteer makes it extra special. Not because of what others think, but to me and my own pride and sense of self-worth. When I have my turnout gear on, I feel invincible. I feel strong and know the adrenaline is coursing through my veins. It’s a high.
The fire service can be changed, and I can help be part of that change. It’s for the good of all of us, and it’s good for me.
An understanding and tools to reduce stress management
A friend of mine, Leslie Yancy, has developed a sheet to help understand stress with tips on how to best manage it – something all first responders should know and learn. She does some amazing work and give programs to first responders and medical staff on healing from trauma or ptsd. Learn more about Hero 2 Hero and check out her stress handout here.
A marketing example for your fire hall
Recently and at the conclusion of Fire Prevention Week, my department, the Lone Oak Volunteer Fire Department, held an open house to the community. We had breakfast and lunch, educational programs and hands-on demonstrations for everyone. And the best thing? All the supplies and food were donated to us from local companies. Everyone had a great time. As a marketing tool itself – the open house– we gained valuable visibility within the community and our mutual aid partners. In addition we had a local videographer film and edit down the entire event which provides us yet another marketing tool in our overall program. Take a look and tell me this doesn’t make you feel good about community and the great work we’re doing.
I just posted this on the National Volunteer Fire Council’s Volunteer Voices discussion and thought it was applicable here as well. Enjoy!
Thinking more about marketing in general… what does it encompass? I define marketing as methods of communicate a message to a defined audience to elicit a specific action or feeling.
Marketing boiled down:
Who are you?
What are you communicating?
Who are you communicating to?
How are you communicating it?
Why or what value does message bring?
Some of the communications methods to get your message out:
Word of mouth (the best method)
Website
Social media
Direct marketing (mail or email)
Advertising
Public relations (media)
Events
Be sure to think about these things as you manage or develop your marketing plans. First and foremost, be clear and concise…. and use repetition. Speak to your audience in their language… and meet them where they go, what they read, and how they take in information.
I’ve found that marketing is one of the last things that is even thought of in a marketing hall, but from my standpoint, it can be the most beneficial on a variety of levels. By developing a plan for marketing it can really influence your department. So many of us are in the same boat… recruitment and retention, and fundraising and grant writing. With a dedicated effort a well-planned marketing program can drive these efforts.
Hope this helps and let me know if you have any questions or if I can help in any way!
Chattanooga, Tennessee – March 12, 2019 – Babacita, a fire and emergency service marketing agency, announced BabaFire, an online learning platform to assist volunteer fire and emergency service organizations with their marketing components.
BabaFire brings value and experience to any organization. Learning modules include videos, written instructions and commentary along with tips, tricks and downloadable templates. The goal of BabaFire is to bring a positive learning experience to arm departments with the knowledge and tools necessary to elevate them to the next level and to empower them for marketing success.
“My experience includes my rural volunteer fire department to help raise the level of public perception, interaction and overall department marketing. Foundational marketing aspects can be incorporated into a planned program to not only improve the image, but also the fundraising and recruitment activities to help a department on a variety of levels,” states John Kowalski of Babacita.
Learning modules of BabaFire include
Department Image & Priorities
Developing an Effective Marketing Program
Recruitment – Now and the Future
Developing a Public Education Program
Raising Funds & Grant Writing
Event Planning with Purpose
Chain of Command, Teamwork & Conflict Resolution
The BabaFire program is backed by a guarantee of success through personal consultation to ensure department satisfaction. “I believe in this program and through the feedback I have received with senior-level fire and emergency service personnel,” Kowalski continues. “This is the beginning of BabaFire and as additional modules are added, those purchasing the Complete program will get those with no extra expense.”
“Having served in two combination fire departments back in the ‘70’s & 80’s, we never even thought of marketing/branding the department. Today, there are sound opportunities to cultivate a strong, positive image for your department; both for the public and members. With John’s experience in both marketing and the fire service, he is able to provide you with the guidance necessary, to help market your department,” states Steve Greene, founder of Dalmatian Productions and the host of 5-Alarm Task Force podcast.
Individual modules cost $15.99 with the complete offering at $99.99.
About Babacita:
A consultancy incorporating empowerment and improvement for fire and emergency service organizations. As a volunteer firefighter and professional marketers, we understand the challenges that face volunteer organizations and work with departments to guide solutions to all marketing programs and community engagement. Visit http://babacita.com for more information.
