Kensington Volunteer Fire Department: Recruiting Volunteers With A Robust, Community-Focused Marketing Strategy
Agency 102 partnered with Kensington Volunteer Fire Department (KVFD) to boost volunteer recruitment through a dynamic marketing strategy that includes website optimization, social media campaigns, and impactful video content.
The Opportunity
Recruiting Volunteer Firefighters in a Competitive Market
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, when it comes to recruiting volunteers, competition in Montgomery County is high. That’s where we come in!
The Process
From Proposal to Powerful Results: A Customized Marketing Strategy for KVFD
- Discovery and Stakeholder Interviews:
Conducted in-depth interviews with KVFD volunteers and completed audits of existing social media and website content to identify key opportunities. This process helped uncover gaps and provided a deeper understanding of KVFD’s unique offerings, such as free classes, a live-in program, and tuition assistance. - Content Creation:
Organized an on-site photoshoot and video interviews at the fire station to gather authentic image and video assets. These assets were strategically used across social media, the KVFD website, and in advertising campaigns to enhance visibility and engagement. - Website Optimization:
Made targeted updates to their website through WordPress, enhancing the user experience and optimizing the site for search engines. These updates were crucial in ensuring that potential volunteers could easily access information and apply online. - Social Media Strategy:
Developed and implemented a comprehensive social media strategy, combining both organic posts and paid advertisements. This strategy included setting up a social media calendar, optimizing profiles, and creating content using customized templates. The approach led to significant increases in reach, engagement, and recruitment interest across KVFD’s social media platforms.
Results
200+ High-Quality Volunteer Leads
Generated via LinkedIn, a 388% increase from 2024, significantly boosting recruitment efforts.
40+ New Volunteer Recruits
Sworn in since April 2024, demonstrating the effectiveness of the marketing strategy.
28,187 Facebook Reach
Achieved in just 30 days, expanding the department’s visibility on social platforms.
What KVFD Says
“The engagement has led to an increase in social media following, brand awareness, and recruitment numbers. Agency 102 is responsive, available, and communicative through emails, phone calls, and biweekly virtual meetings. They stand out for their expertise and collaborative approach.”
Dan HenningVP of Human Resources, Kensington Volunteer Fire Department
Conclusion
Through a comprehensive and tailored marketing strategy, Agency 102 has helped the Kensington Volunteer Fire Department significantly boost its online presence and volunteer recruitment efforts since 2021 and we continue to enhance our work with them into 2025 and beyond. The impactful combination of website optimization, social media growth, and engaging content has set KVFD on a path to long-term success in its mission to serve the community.
