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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
William Ayres512-458-2211
Sherrie Meck512-458-6257
