Texas Emergency Management Conference

Apr. 2, 2012

Luis Morales, Director, Communications

William Ayres, Emergency Public Information Specialist

Sherrie Meck, Community Preparedness

Ready or Not? Campaign

• Launched in 2007 with CDC funding• Renewed by Texas Legislature of 2009• Expectation for future funding

Ready or Not? Campaign

• Goals:– Build awareness – Educate Texans about disasters– Motivate change in behavior

• Three areas of focus:– Family– Essentials

– Information

Ready or Not? Campaign

• Advertising• Public Outreach• Earned Media• Websites

– TexasPrepares.org– TexasPrepara.org (Spanish)

• Resources for ordering• Surviving Disaster videos

The Making of the Videos

• Documentary-style video series• Six stories – English and Spanish• ASL versions (new this year)• True stories told by survivors• Feature Texas’ diversity: communities,

geography, disasters• Guidance from preparedness experts• Professional quality production

The Making of the Videos

Purposes:– Put a human face on disasters – Teaching tool for local organizations – Preparedness dialogue at local level –

engage the community– Complementary tool – Unique tool

The Making of the Videos

DSHS-TDEM Collaboration

ADD SD LOGO HEREADD SD LOGO HERE

VIEW VIDEOSVIEW VIDEOS

One Year Later

• More than 100 screenings held, including:• Round Rock Police Dept.: 550• Brown County: 25 screenings• Tyler ISD: 40,000 potential• Corpus Christi Hurricane Conf.: 600• DFPS newsletter: 10,000• Cable Access: Houston, El Paso, Pharr, Frisco

One Year Later

• Website views (TexasPrepares.org): 15,000

• TV & Cable Ads: 41 million impressions

• Online Banner Ads: 105 million impressions

• Time-Warner PSA: 3,459 (Fall 2011)

Timeline of Website Activity

Marketing

Amplifiers are key.

Q. What is an amplifier?

A. You are.

Marketing

Marketing

• “I am giving these out at the Emergency Preparedness Planning Council meeting this Thursday. This will be amazing for getting the message out.” - Melanie Devine, Emergency Preparedness Specialist, NCTCOG

• “I loved it. Awesome job. I can’t wait to go back and use it.” - Steve Howie, Emergency Management Coordinator, Kaufman County

• “This was wonderful and very informative. As a volunteer I will share it with my area back at church. It was very well put together and there were a couple of times I teared up. When you hit people on the emotional level and the community level at the same time they are more likely to actually do something. You all did a great job.” - Shuzette Bailey, Latter Day Saints Church, Lavon, Texas

Marketing

DiscussionLuis Morales512-776-7404

luis.morales@dshs.state.tx.us

William Ayres512-458-2211

william.ayres@dshs.state.tx.us

Sherrie Meck512-458-6257

sherrie.meck@dshs.state.tx.us