Building a Network of Safety Advocates
The Consumer Product Safety Commission’s (CPSC) mission is to protect the public from unreasonable risks of injury or death associated with the use of thousands of consumer products under the agency's jurisdiction. As part of that mission, CPSC created the Neighborhood Safety Network (NSN), a program designed to disseminate potentially lifesaving messages to communities nationwide, particularly underserved, minority, and low-income communities.
CPSC aimed to nearly double the NSN database from approximately 2,750 members to 5,000 and engaged Stratacomm and a partner firm specializing in youth marketing to develop and execute a recruitment plan under a very tight timeframe of only a few months.
Our team harnessed its expertise in integrated communications, youth and family marketing, influencer relations, media relations, online editorial outreach, and grassroots marketing to swiftly and efficiently elevate the NSN and drive recruitment. Highlights of the campaign include:
- Member Research – The team created a survey to field among existing NSN members to evaluate the strengths and weaknesses of the current campaign, while also identifying potential areas of opportunity and improvement.
- Creative and Message Development – From the feedback and data, and the ultimate insights garnered from our research, the team developed new marketing materials and key messages to help drive awareness and recruitment during the campaign period. Creative materials included HTML emails, messaging platforms for partners and social media channels, and a direct mail piece. Materials were designed to appeal to a broad range of community-based influencers including daycare/preschool directors, teachers and school staff, faith-based organizations, public health professionals, and potential partnership groups.
- Partnerships – It was critical to identify, prioritize and initiate outreach to strategic third-party partners to assist with the promotion of the NSN recruitment campaign. The team pursued personalized outreach with CPSC management, and followed up with partners to develop a tailored approach for their members.
- Grassroots Recruitment – The team leveraged its direct access to grassroots, community-based organizations to reach individual families. This drove direct recruitment and awareness by engaging groups such as daycares and preschools, faith-based organizations, afterschool programs, teachers and school staff, community recreation centers, YMCA’s, and Boys & Girls Clubs via phone outreach, direct mail, email, social media and other online tools.
The team exceeded the project goal by over 2,000 securing 4,500 new members-an increase of nearly 266% from the project inception. Additionally, the team helped to re-energize existing partners such as Safe Kids, National 4-H Club, and Boy and Girl Scouts of America. We also secured support from new partners such as National Safety Council, Boys & Girls Clubs of America, Afterschool Alliance, American College of Nurses and Midwives, and National Association of County and City Health Officials. The NSN now has a greatly expanded, engaged and highly influential community safety advocates and CPSC ambassadors that can act as safety stewards in their local communities.