OHIO DEPARTMENT OF COMMERCE

THE CHALLENGE

Ohio faces a critical shortage of volunteer firefighters, particularly in rural areas across the state. Hunter Marketing partnered with the Ohio Department of Commerce (ODC) to address this urgent need to increase awareness and drive recruitment among adults aged 18 to 34 — a demographic essential to filling these vital community roles but may not have considered volunteer firefighting as an opportunity.

THE OBJECTIVE

Increase awareness of Ohio's volunteer firefighter program while inspiring action and driving measurable recruitment results, transforming young adults into active applicants who answer the call to serve their communities.

THE APPROACH

We developed a data-driven, multi-channel campaign built on the power of authentic storytelling and strategic precision. By leveraging real-life firefighter stories, we showcased the profound impact and purpose of volunteer service, creating content that resonated emotionally with our target audience.

Strategically targeting priority ZIP codes where the need was greatest, we deployed a comprehensive media approach spanning TV, streaming platforms, Google Ads and social media to maximize reach and engagement. This multi-channel strategy delivered high-impact storytelling to the right audiences at the right time, ensuring every media dollar worked harder.

Hunter Marketing took it a step further and built measurable pathways to recruitment, providing ODC with comprehensive reporting and applicant data to support their follow-up process, ensuring long-term success. The result was a campaign that didn't just inspire action, it converted interest into real volunteer firefighters serving real Ohio communities.