Children holding Neighborhood Safety Network sign

Challenge

The Consumer Product Safety Commission (CPSC) protects the public from unreasonable risks of injury or death associated with the use of consumer products. CPSC created the Neighborhood Safety Network (NSN) to disseminate potentially lifesaving messages nationwide, with a special focus on underserved, minority and low-income communities. The Commission tapped Stratacomm and partner agency Kaleidoscope to increase its NSN database to 5,000 members.

Our Approach

Member Research. The team surveyed existing NSN members to gain their direct views on the strengths and weaknesses of the existing campaign. The results produced insights to inform strategies to add new members and deepen the involvement of existing ones.

Creative and Messaging Development. We developed new key messages and marketing materials, including HTML emails, messaging for partners and social media channels and a direct mail piece. Materials were designed to resonate with community-based influencers, including daycare/preschool directors, teachers and school staff, faith-based organizations, public health professionals, among others.

Partnerships. The Stratacomm team conducted intensive outreach to strategic third-party partners to assist with the promotion of the NSN recruitment campaign. The team utilized highly personalized outreach via phone and email, coordinated introductory conference calls with NSN management and followed up with partners to develop a tailored approach for their members. We helped to re-engage existing partners such as Safe Kids, the National 4-H Club, and the Boy and Girl Scouts of America, while reaching new partners such as the National Safety Council, the Boys & Girls Clubs of America, the Afterschool Alliance, the American College of Nurses and Midwives, and the National Association of County and City Health Officials.

Results

As a result of the campaign, CPSC’s NSN is a greatly expanded and thoroughly engaged community of safety advocates. The outreach effort was so successful that it produced a growth in membership that approached the cumulative membership target goal – 4,384 new members joined, bringing the total ranks of NSN membership to 7,132, an increase of 260 percent.