Case Studies.

TrailBlaze was competitively selected and tasked with developing and implementing a comprehensive workforce recruitment campaign that would address both the immediate and long-term needs of Clearfield’s fire departments. TrailBlaze developed the “Everyday Heroes” campaign designed to attract a diverse range of volunteers by emphasizing that anyone, regardless of their background, can be a hero in their community.

A survey was conducted to gather data on what drives individuals to volunteer, with findings indicating that a welcoming atmosphere, clear communication, and modernized equipment were top priorities. This research provided the foundation for a targeted recruitment strategy that resonated with the community. Recognizing the importance of digital engagement, TrailBlaze focused on strengthening the online presence of all 17 fire departments. By leveraging social media and creating engaging digital content, the campaign aimed to reach a broader audience, particularly younger individuals who are more likely to engage online.

To ensure that recruitment efforts would continue beyond the life of the SAFER grant, TrailBlaze developed training modules for local fire departments. These modules cover marketing and recruitment essentials, equipping departments with the skills necessary to independently attract and retain volunteers. This focus on empowerment ensures that the departments will be able to sustain their volunteer numbers in the future and that the grant investment is able to have an impact beyond the grant period. The campaign also engaged local businesses, media, and community leaders to establish a supportive network to amplify the campaign reach and impact.

Although the campaign is still in its early stages, it has already seen significant success. The targeted social media campaigns have generated strong engagement, and the initial wave of volunteer applications has exceeded expectations. Fire departments are reporting increased interest and participation from community members. The workforce recruitment campaign is on track to surpass its goal of recruiting 140 volunteers over four years, recruiting 75 new volunteers in the first year alone. By focusing on sustainable practices and department empowerment, the “Everyday Heroes” campaign is not only addressing the immediate shortage of volunteer firefighters but also ensuring the long-term resilience of Clearfield County’s emergency response infrastructure.