As a volunteer organization, the Pasadena, TX, Volunteer Fire Department needed to attract a large number of applicants who are willing to make the commitment to serve and protect local residents. The department needed to reach an audience primarily aged 24-35 who lived in the vicinity of local firehouses, and it turned to Comcast Spotlight to make it happen.
By zeroing in on TV networks like A&E, Discovery, FX, History, Spike, Syfy, TBS, TNT, truTV and USA, the department covered core networks reaching those vital young adults. Advertising on XFINITY.com included a mix of static and in-banner video, adding reach to the television campaign and linking interested applicants directly to the department website for more information. For both digital and television advertising, the department took advantage of Comcast Spotlight’s geographic targeting capabilities, delivering the message only to the Pasadena area, creating a more effective, efficient campaign.
After having seen applications decline to an average of just 15, a three-month multi-screen advertising campaign led to 29 applicants entering the fire academy. The city was so pleased with the results that the city’s health department used a multi-screen advertising campaign to promote a pet-adoption campaign.