2016 media information - fire engineering · response, thought leadership, social engagement),...

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2016 MEDIA INFORMATION

The San Francisco (CA) Fire Department’s Coastal Rescue One PickupBY PETER ONG

The San Francisco (CA) Fire Department (SFFD) has two 2000 Ford F-150 XLT pick-ups for coastal rescue. Coastal Rescue One (CR1) operates from Station 34, and Coastal Rescue Two (CR2) rolls out from Station 18. Each F-150 XLT extended-cab 4x4 comes with a 5.4-liter Triton V8 IHC engine run-ning unleaded gas and generating 350 horsepower (hp). Both pickups have mod-ifications and equipment fittings made by SFFD shops. These pickups replaced two long-serving 1973 Ford one-ton 4x4 pickups for coastal rescue duties as of May, 2002.1

In August 2002, CR1 had the name “Cliff Rescue” before being relabeled “Coastal Rescue” in gold lettering on the doors and tailgate. The name change occurred because a “cliff rescue” could easily turn into a “surf rescue” if the victim falls into

the water from the numerous rocks, cliffs, and bluffs lining the San Francisco coast. Nonetheless, CR1 still carries more cliff and mountain rappelling equipment than CR2. Outwardly, both pickups appear as exact duplicates with similar functions. However, CR1 has unique differences compared to CR2 that make CR1 more suited for the cliff rescues as designated by SFFD.

The tires and side running boards com-prise the main difference in appearance and functionality. CR2 rolls on Goodyear™ Wrangler AT/S™ tires with convention-al wheel hubs and tire stems. CR1 rolls on Mickey Thompson™ Baja Claw™ tires with custom steel hubs and tire deflation stems. CR1’s wider Baja Claws™ have more aggres-sive tread patterns for better traction off road, on park trails, and in the sand. Ideal for operating in the sand, the Baja Claws also

distribute the pickup’s weight better through its aggressive tread pattern. Furthermore, CR1’s wheel hubs have larger round holes in them to allow looping and tying of rescue ropes directly to the wheels to serve as side wheel anchors, a feature CR2 does not have. CR1 also has tubular side running pipes under the doors to allow for inserting and looping rescue ropes onto the side anchors. CR2 has conventional manufacturer-stock flat-panel running boards.

Engine 34 and CR1

CR1 shares a two-story, two-bay retrofit-ted brick firehouse with Engine 34, a Spartan Gladiator 500-gallon-tank pumper with a custom body by 3D. On coastal rescue calls, both vehicles respond with four firefighters—two in CR1 and two in Engine 34. In addition to coastal rescue calls, the four firefighters

also staff Engine 34, which responds to all of Station 34’s fire, emergency, and medical calls. All Station 34 firefighters are cross-trained in fire, EMS, and coastal rescue.

CR1’s large area of responsibility includes Fort Funston, the southwest corner of San Francisco and known for its steep sandy cliffs; Ocean Beach, famous for its deadly rip cur-rents; Fort Point, Baker Beach, with cliffs and beach; Land’s End, with cliffs, rocks, and surf; the Presidio, with cliffs and surf; and other cliffs, hills, and buildings within city limits. For years, CR1 and CR2 were the only coastal rescue crews in San Francisco because none of the beaches had any lifeguards on duty. That all changed when Ocean Beach became part of the Golden Gate National Park sys-tem several years ago, and the National Park Service (NPS) stationed two white pickups, each one with two

16 22 24 46Interschutz 2015Companies and products gain international audience and exposure.

Fire Pump TestingPerformance testing is a basic requirement of the NFPA.

SVI Trucks Heavy RescueDelivery to the Fairbanks (AK) Fire Department.

Apparatus PurchasingThe purchaser’s perspective on evaluating an outside spec writer.

THE LAKE JOHANNA (MN) Fire Department operates L143, a 2007 Rosenbauer/Spartan 1,500/700 with a 68-foot aerial, at a mutual-aid commercial fire in Little Canada, Minnesota. (Photo by Paul Barrett.)

August 2015 | Volume Xx No– 8 www.fireapparatus.Com

[go to Pickup p.8]

TRAINING THE FIRE SERVICE FOR 138 YEARS

www.FireEngineering.com

LEADERSHIP AND COMMAND | VA CONDO FIRE | EMS AND HOSPICE | HIRING

AUGUST 2015

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®

August 2015 • Connect with us at FirefighterNation.com

Devoted to the Interests of Firefighters Worldwide

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For more information, log on to www.fireengineering.com/2016media

® Fire Apparatus & Emergency Equipment is the only product-based brand dedicated to the innovative tools, equipment, and technologies essential to the industry. The brand reaches leaders and committee members tasked with evaluating and comparing the equipment, tools, and services they need to buy in order to maximize the effectiveness, efficiency, and safety of their organizations.

For nearly nine decades, the International Fire Department Instructors Conference has maintained its primary focus: to educate and train the fire service. While encompassing the finest instructors and comprehensive training curriculum in the world, FDIC International holds the single largest gathering of exhibitors within our industry. Over 30,000 attendees from 55 countries are witness to the latest advancements in apparatus and equipment technology, as well as the highest level of education available to the fire service. With such a strong heritage and commitment to tradition, FDIC International will continue to lead the world in firefighter education and training.

Dedicated to in-depth, life-saving training content for 138 years, Fire Engineering reaches highly engaged industry thought leaders tasked with training their departments and knowing what equipment, tools, and services they need to buy in order to maximize the effectiveness, efficiency, and safety of their organizations.

®

Dedicated to educational, cultural, and leadership content since 1979, FireRescue reaches a unique audience of fire service thought leaders tasked with educating their departments and knowing what equipment, tools, and services they need to buy in order to maximize the effectiveness, efficiency, and safety of their organizations.

The PennWell Fire Group embodies over 280 years of combined brand presence. The publications, online properties, and events encompass a level of heritage and tradition unique to the emergency services industry, while continuously maintaining one primary mission: to educate and train the first responder.

For more information, log on to www.fireengineering.com/2016media 1

HIGHLY ENGAGED WITH PRINT & DIGITAL MAGAZINES• 79% use our magazines to do their

jobs better• 77% to learn from case studies• 62% to obtain technical information• 61% to catch up on news

CONTENT HUNGRY• 75% rely on print magazines to do

their jobs• 59% rely on industry events• 55% rely on videos• 51% rely on eNewsletters• 47% rely on webcasts/webinars

HIGHLY RESPONSIVE TO INTEGRATED ADVERTISING• 61% visit vendor websites • 45% share ads with colleagues• 41% use links within magazine ads• 24% save magazine ads for future

reference

MOBILE FRIENDLY• 92% own Smartphones• 90% want information in mobile friendly format

INTERNET SAVVY• 90% visit our websites regularly• 80% look for training material• 70% want articles on specific topics• 61% want important technical information

SOCIALLY AWARE• 86% connect with colleagues on Social Media• 80% maintain an active profile• 76% use Social Media as an industry news resource• 77% Like and Follow industry brands

ACTIVELY BUYING• 70% have purchasing

influence or authority• 64% are authorized to spend from $10,000 to over $1 million

…YOUR CUSTOMERS

OUR AUDIENCE MEMBERS ARE** …

The PennWell Fire Group gives you over 2.5 million* opportunities to expand your reach globally through our audited magazines, eNewsletters, websites, and list rental products—more than any fire service-focused media provider. As an advertiser, you’ll reach the highest quality audience in the industry.

*Numbers derived from compiled June 2015 reports for our audited publications and publisher’s own data.

** 2015 Audience Survey

Events • Videos • Webcasts • Social Media • Award Programs

For more information, log on to www.fireengineering.com/2016media2

THE BUYING PROCESS: Driving Effective Marketing Programs

Effective marketing starts by understanding the buying process. The three stages of the buying process are Research, Evaluation, and Purchasing. One builds on the next in a continuous cycle. Buyers purchase products based on their research and narrow the choices down through careful evaluation, ultimately leading to a decision to buy.

There are a variety of media channels that are primarily used during the various stages of the buying process. For instance, a buyer will use magazines, eNewsletters, and industry websites during the research stage; videos, events, and whitepapers during the evaluation stage; and media websites and buyer’s guides during the purchasing stage.

Each channel works to achieve specific marketing objectives for the vendor (e.g., brand awareness, direct response, thought leadership, social engagement), which ultimately connects advertisers with their target audience 24/7 via the media vehicles they prefer (print, online, mobile).

87% of the PennWell

FIRE GROUP’S AUDIENCE will consider a vendor if they have already

gained insight into the company via advertising, promotion, and sponsorships

Source: 2015 Audience Survey

65%of the PennWell

FIRE GROUP’S AUDIENCE is likely to evaluate product and systems from

vendors they have not purchased from in the past


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MEDIA SOLUTIONS

Match your campaign objectives to our solutions! These icons appear throughout the media guide for easy identification and your convenience.

Your Marketing Campaign Objectives

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A Brand Awareness campaign strengthens your company’s image and helps define how your company and products are perceived by professionals in the firefighting community.

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A Traffic Driving campaign is designed to push fire professionals to your website or other online offerings.

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A Lead Generation campaign provides targeted sales leads by actively generating interest from decision-makers and prospects in the firefighting community.

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A Social Engagement campaign increases your brand’s opportunity to engage with a targeted audience and their viral networks via social media platforms.

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A Thought Leadership/Education campaign authenticates your position as a subject matter expert by comprehensively communicating a unique innovation or point of view – building business over

the long term.

Our Marketing Approach

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In a Push Marketing approach, we create consumer demand by delivering your information directly to key industry professionals who have previously indicated an interest in a topic related to your products and services.

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In a Pull Marketing approach, your campaign is seen by industry professionals as they actively seek out information via search or browse vehicles.

New for 2016! Enhance Your Content Marketing Efforts!

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Contests, Surveys, Polls • • • •Buyers Guide • • • •eNewsletters • • •Email List Rental • • • •Magazine • •Mobile Apps • • •Native Advertising • • • •Online Banners & High Impact Ads • • •Social Media Boost • • • •Social Video Chat • • • • •Tradeshows • • • • •Training Guides • • • •Video: Custom Content Marketing • • • • • •Video: Sponsorship • • • •Webcasts: Editorial & Vendor • • • • •

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Engine 34 and CR1










[go to Pickup p.8]

To request information go to fireapparatusmag.hotims.com

16 A U G U S T 2 0 1 5 • F I R E A P PA R A T U S . C O M

Interschutz 2015: a Platform for International ExposureBY C H RI S M c LO O N E

Interschutz 2015 was an educational experience on many levels.

The magnitude—approximately 1,500

exhibitors spread over six buildings and

outside exhibits with 51 nations represent-

ed—is probably the most striking feature of

the show. Learning how to navigate a show

of that size for the first time is definitely a

“baptism by fire.” But, there is far more to

Interschutz than just being a big trade show.

With 51 nations sending manufacturers, the

show’s international attendees get a chance

to see apparatus and equipment designs

from across the globe. There is something to

learn from everything you see because none

of it is the norm you are used to.

Specifically, attendees from North

America are exposed to apparatus designed

around tactics that differ greatly from

the States. But, just because tactics differ

does not mean there aren’t design aspects

United States fire departments can use

on their next apparatus purchases. As

Rod Carringer, chief marketing officer of

Task Force Tips (TFT) , says, roll-up doors

originally gained popularity in Europe

before gaining traction in the United States.

Today more and more apparatus are rolling

off assembly lines with roll-up doors.

The show also represented proof that the

United States fire service industry no lon-

ger confines itself to the States or even North

America. Approximately 100 United States

companies ranging from apparatus to appa-

ratus components to equipment manufactur-

ers displayed at the show. Some introduced

new products for use in the States and abroad;

some introduced products designed specif-

ically to European standards; and some use

Interschutz as a means of meeting with inter-

national customers and distributors. The show

is truly a platform for a variety of purposes.

Product Introductions

In the category of bringing a new prod-

uct already introduced in the States to

the global market is the IMPULSE noz-

zle, by Task Force Tips. This product, which

debuted at FDIC International 2015, was

actually developed based on European fire-

fighting tactics. “A lot about this trigger

nozzle had to do with the European market

specifically,” says Carringer. “It’s a lot about

meeting the needs of our customers in the

European market, especially the north-

ern European market. [We] have talk-

ed about some of the tactical applications,

where there are very quick little bursts of

small droplets and trying not to disrupt

the thermal balance in the room. A trig-

ger does so much better than our tradi-

tional nozzle with the bail handle on top,

Oshkosh XP Introduced at Interschutz 2015Oshkosh Fire & Emergency Group unveiled its Oshkosh® XP fire

apparatus at Interschutz 2015. The new Oshkosh XP fire apparatus

is engineered and constructed to exacting standards by Oshkosh

subsidiary Pierce

Manufacturing, Inc.

and was shown on a

Scania P360 chassis.

The vehicle is built on

a corrosion-resistant

4,638-mm aluminum

body with full-height

compartments on

both the driver and

passenger sides.

The apparatus is

fully outfitted with

a 4,000-liter-per-minute (lpm) pump, an integrated foam system, a

high-pressure hose reel, and a full complement of rescue tools and

equipment. Other features include rugged spatter-paint-finished

compartment interiors, roll-up doors with LED strip lighting, and

enclosed ladder storage.

“We are entering this market segment with a fully integrated and well-

equipped product, along with a service and support network that is

second to none,” says Jim Johnson, Oshkosh Corporation executive vice

president and president, Fire & Emergency.

1508FA_16 16 7/27/15 8:28 AM

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to the editorletters

www.FireEngineering.com To request information go to fireeng.hotims.com

getting a good knock on the fire. After the

first-in engine company makes progress

and darkens down the fire, the second crew

proceeds up the stairs and toward the same

quadrant of the fire to check for extension.

Knowing all of this information makes the

stretch quick and efficient.

Rapid intervention is one of the most

important jobs on the fireground. Al-

though these crews may be disappointed

that they are not inside fighting the fire,

the rapid intervention team (RIT) needs

to be proactive and on top of its game.

The RIT needs to know where everyone

is located in the fire building at all times.

This begins when/if that first-in engine

company states exactly where the fire

is in the building. Once the location is

known, the RIT can now “preplan” hav-

ing to go in and rescue a down firefight-

er. By knowing where crews are oper-

ating, they can determine which ways

they can get into the building quick-

est to begin the rescue. They will need

to have all their tools ready to enter the

structure by the quickest route. By hav-

ing tools staged and the egress opened

and controlled, they will be able to make

entry and save time during an operation

where seconds matter. Sometimes, the

RIT needs to enter with a hoseline for

protection, just as the first- or second-in

engine’s knowing the exact location of

the fire will allow for a quick deployment

of hose and search techniques.

Andrew Hale

Technician I, Rescue Company 10

Prince William County, Virginia

Editor’s note: In William C. Peters’

article “Understanding Air Brakes on Fire

Apparatus” (Apparatus Supplement, June

2015), under the section “Stopping Dis-

tances,” the last paragraph should read as

follows: “To control speed on downgrades,

use a technique called ‘snub braking.’ This

involves allowing the truck to speed up to

the maximum safe speed as it descends

the hill, then firmly applying the brakes to

allow the truck to slow down five mph,

then repeating this process until you arrive

at the bottom of the grade. This method

allows the brakes to dissipate some of the

heat of friction between applications and

the air system to maintain full pressure.”

1508fe_43 43 7/23/15 3:35 PM

54 Firerescue Magazine August 2015 FireFighterNAtioN.com

By J

im C

raw

ford

Community Risk Reduction

To read more from Jim Crawford,

visit www.firefighternation.

com/author/jim-crawford.

I have written more than once about the need for,

and the value of, a national unifying theme for

fire safety. If you think about the wildfire educa-

tion efforts, it is easy to recall the message that urges

people to take action to actively prevent wildfires:

“Only you can prevent wildfires.” It’s simple. It’s

clear. And it’s not the entire message. People still need

to know how to prevent them.

We now have a similar unifying theme for the built

environment. “Fire is Everyone’s Fight™” is the mes-

sage that informs people that it’s their responsibility

to do something about fire safety. Like the wildfire

message, it does not tell people how to prevent fires,

but the market research done to develop this message

indicated that almost no one misinterpreted the mes-

sage as a call to grab a garden hose and fight a house

fire. People intuitively knew it meant they were

supposed to prevent the fire before it occurred. And

in this respect, the message, just like Smokey’s, is that

we need to take responsibility for doing so.

If 30,000 fire departments and other safety organiza-

tions started actively using this message, imagine the in-

kind advertising we could collectively generate by doing

so. But it all begs the question, how do we put it to use?

COMMON MESSAGE

I’ve been seeing examples of it cropping up all over

the nation. People are using it to tag their e-mail and

letterhead. Illinois was one of the early adopters, and

departments there plaster it on their prevention materi-

als and efforts. In Michigan, it is being used in public

education efforts, telling people how they can prevent

fires or mitigate damage. In Connecticut, they are using

it at various public locations to reach the general popu-

lation in an educational outreach strategy supported by

the state. Philadelphia has been using it in billboards

and other places to promote fire safety efforts.

At Olivet Fire in Michigan, Chief John Collins has

been incorporating the theme into the department’s

educational messages and, as part of a larger strategy,

the department placed the logo on its fire engines.

In Greenville, South Carolina, Community Risk

Fire Is Everyone’s FightNational message asserts safety

is everyone’s responsibility

Olivet Fire in Michigan has

incorporated the theme into

the department’s educa-

tional messages. (Photos by

Michael McLeieer.)

“Fire is Everyone’s Fight™”

is being placed on apparatus.

1508FR_54 54 7/22/15 2:19 PM


PRINT MAGAZINESAdvertising in the PennWell Fire Group’s leading media resources allows you to reach tens of thousands of decision makers who rely on print magazines during the research stage of their buying process. Our magazines deliver time-sensitive news, in-depth analysis, case studies, real-world applications of new products, industry opinion, and the latest market trends, bringing you the highest quality, most highly educated potential customers worldwide.

BENEFITS

Brand

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Brand AwarenessStrengthens your company image by aligning your message with targeted content, helping to create an affinity for your company and products among industry professionals.




AUGUST 2015

1508fe_C1 1 7/23/15 2:27 PM

#1: PRINT MAGAZINES are the premier offline resource our audience relies on to do their jobs.


®



1508FR_C1 1 7/22/15 2:23 PM

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ONLINE MARKETINGNever underestimate the power of digital display campaigns! Through the use of visually appealing text, graphics, animation, and even video, digital display campaigns open new opportunities for your business to grow and expand. By aligning your brand with the PennWell Fire Group’s trusted content, your message will reach tens of thousands of industry professionals who need and purchase your products and services. Banner advertising gives you the opportunity to conveniently test your messaging and remarket your products, while improving the overall visibility of your company to a highly engaged audience of potential customers.

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Brand Awareness Strengthens your company image by aligning your message with a relevant industry site, helping to create an affinity for your company

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Traffic Driver Pushes industry professionals to your website or other online offerings to learn more by providing clear calls to action.

Digital Display Ads Online sponsorships generate broad visibility for your brand and product messaging among industry professionals worldwide. These prominent banner positions align your company with the most respected content serving the information needs of thousands of industry professionals.

OVER 30% of the PennWell

FIRE GROUP AUDIENCE states their use of industry media websites

has INCREASED over the past year.


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HIGH IMPACT ONLINE ADSPage PeelThe Page Peel ad increases awareness through one of the largest interactive online advertising opportunities available. The Page Peel ad offers an exclusive oppor-tunity to drive traffic to your online content and offerings. The Page Peel begins as a “dog ear” in the upper right-hand corner of the page and, on mouse-over, expands down and to the left.

PushdownThe Pushdown Banner is a highly interactive, rich media ad unit that provides impactful branding and direct-response opportunities. This premium position ad unit beneath the website navigation bar provides ongoing visibility, even when collapsed. As one of the largest ad units available, the Pushdown Banner can support a more detailed message through the use of streaming video and multiple targeted links to your offers. It can also support an interactive form for capturing user contact information.

Topic CenterA Topic Center banner allows you to align your message with relevant content, providing more targeted impressions. Your advertising message and offerings will be highly visible to professionals focused on the topic related to your products and services— targeted marketing at its very best.

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CONTENT MARKETING SPONSORSHIPS

For 138 years, the PennWell Fire Group’s audience has relied on our expert editorial team not only to deliver important, timely information that is relevant to their industry, but content that helps provide solutions to their specific challenges and improves the way they do business. In addition to our

time-honored magazines and websites, the PennWell Fire Group utilizes many innovative vehicles to deliver this vital

content to thousands of professionals worldwide in formats that both captivate and engage. Sponsoring these content vehicles allows

you to align your company with our respected brands and generate highly targeted leads for your sales team. The PennWell Fire Group also offers these vehicles to your company, enabling you to present your content to a targeted audience of buyers and specifiers and establish your company as an industry thought leader and educator.

BENEFITS

Brand

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Brand AwarenessStrengthens your company image, helps define how purchase influencers perceive your company and products, increases consideration and

preference for your products.

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Brand

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Lead GenerationGenerates leads as industry professionals access information or register, including full reporting and contact information from anyone who

downloads it.

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Thought Leadership/EducationAuthenticates your position as a subject matter expert by comprehensively communicating a unique innovation or point of view – building business

over the long term

SOCIAL MEDIA BOOST

The Social Media Boost is a specialized posting on our Facebook and Twitter pages directing groups and followers to topic-specific sponsored content on our websites. The Boost consists of an image and linked headline/text that will display in the targeted user’s newsfeed for up to one week. Sponsors will receive metrics such as impressions, clicks, page likes, shares, and comments to measure success.

The Social Media Boost drives additional traffic to your sponsored content hosted on our websites. It increases awareness of your sponsored Webcasts, White Papers, Video, or other products to thousands of industry professionals actively engaged in social media. Aligning with our highly respected content allows you to increase awareness to your target audience. This unique opportunity invites industry professionals to engage with your content via social networks.

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SocialCONTENT MARKETING SPONSORSHIPS


Training GuidesTraining Guides are a compilation of 2-4 complementary pieces of content that are designed to provide our audience with a downloadable PDF format of in-depth, valuable content on a key industry topic. Garnered from the pages of our highly respected magazines and websites, Training Guides offer you the opportunity to align your firm with high-value and thought leadership oriented content. Training Guides are posted to our websites to generate leads not only from our audience, but from online search as well. To increase exposure and maximize performance, an exclusive email is sent to targeted users from our database.

WebcastsWebcasts are a highly effective way to communicate technology advancements, build awareness of your company’s technical expertise, showcase customer testimonials, and explain product differentiators. Sponsoring a webcast provides you with an opportunity to align your company’s brand with a technology-rich presentation delivered by some of the industry’s most respected leaders. Sponsors receive detailed registration information from a captive global audience of industry professionals, providing your sales staff with a database of quality prospects.

BENEFITS

Brand

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Brand AwarenessStrengthens your company image, helps define how purchase influencers perceive your company and products, increases

consideration and preference for your products.

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Lead GenerationGenerates leads as industry professionals access informationor register, including full reporting and contact information

from anyone who downloads it.

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Thought Leadership/EducationAuthenticates your position as a subject matter expert by comprehensively communicating a unique innovation or point

of view – building business over the long term

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NATIVE ADVERTISING NATIVE ADVERTISING

A form of media where the ad experience follows the natural form and function of the user experience

in which it is placed

FORM Native ads match the visual design of the experience they live within, and

look and feel like natural content.

=

FUNCTION Native ads must behave consistently with the native user experience, and

function just like natural content.

BENEFITS

Brand

Brand

Push Pull

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Thought

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Brand Awareness Native Advertising is an effective vehicle for generating brand lift, differentiating brand image, and enhancing consumer perception.

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Traffic Driver Native advertising clicks through to your exclusive landing page with direct links to more information on your products and services.

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Thought Leadership/EducationThe content of our website will lift the credibility of your native advertising, a proven success factor with native ad campaigns.

+

PLUS!• Native Advertising allows you to promote your company’s

articles in the context of our editorial content. • Your headlines appear adjacent to our editorial

articles, which are hosted on our website, making it a non-interruptive experience.

• Business users are highly receptive to native advertising especially if it is relevant to the content they were seeking out.

• Paid placement of your articles offers the opportunity to extend the reach of your articles to our audience.

Source: Sharethrough.com

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SOCIAL MEDIA BOOST

The Social Media Boost is a specialized posting on our Facebook and Twitter pages directing groups and followers to topic-specific sponsored content on our websites. The Boost consists of an image and linked headline/text that will display in the targeted user’s newsfeed for up to one week. Sponsors will receive metrics such as impressions, clicks, page likes, shares, and comments to measure success.

The Social Media Boost drives additional traffic to your sponsored content hosted on our websites. It increases awareness of your sponsored Webcasts, White Papers, Video, or other products to thousands of industry professionals actively engaged in social media. Aligning with our highly respected content allows you to increase awareness to your target audience. This unique opportunity invites industry professionals to engage with your content via social networks.

CONTENT MARKETING: VIDEOComplement your online strategies with video marketing! This

powerful and increasingly effective tool extends the reach and impact of your message through product presentations, interviews with technology leaders, coverage of important company events or

announcements, and much more. Video is one of the most efficient ways to bring your messaging to life and helps establish your brand as

an industry thought leader and expert. The PennWell Fire Group has a wide variety of video products specifically designed to inform and inspire industry professionals from around the world looking to purchase your products and services.

BENEFITS

Brand

Brand

Push Pull

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Thought

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Brand AwarenessElevates your brand’s visibility to an audience that prefers video as a way to consume information, while aligning your message

around trusted content

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TrafficVideo content and banners drive our audience to view content on your site

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Thought Leadership/EducationEducates industry professionals on your company’s capabilities and product offerings

NEARLY 60% of the PennWell

FIRE GROUP AUDIENCE uses video on our websites to

access information


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CONTENT MARKETING VIDEO (continued)

Exhibitor ShowcaseExhibitor Showcases are designed to enhance your brand’s image and extend your message beyond the booth with a live and/or on-demand booth product demonstration, product announcement, press conference, or any other high value informational need. Through the use of a high-end mobile production

cart on the show floor, these videos can be deployed to your website and/or posted on our website within 24 hours, giving your message even greater and more immediate exposure to a worldwide audience.

Custom Video ChannelThe Custom Video Channel extends the reach of video you have created (or we custom produce) with an exclusive landing page on our relevant website providing exposure to your target audience. Banner advertising on your exclusive landing page provides a branding opportunity for your company and/or products. A targeted email to our audience drives viewers to your content.

Video White PaperAlso known as Video Case Studies, Video White Papers offer customers the ability to establish their companies as thought leaders by educating industry professionals on solutions to their most challenging problems. These 5-12 minute, professionally produced videos are shot at your location of choice by our experienced video staff. The final video will be hosted on our website and promoted to a targeted audience.


VIDEO SPONSORSHIPSVideo Pre-Roll Align your brand around trusted content with a customized Video Pre-roll. Provide your own 10-second video “commercial” or allow us to produce one for you. Exposure preceding our editorial video content allows you to enhance your company’s visibility to a highly engaged audience of industry professionals who consume video for the information they need to do their jobs.

Live Videocast Live Videocasts are exclusive full-scale custom video productions often produced at conferences and exhibitions featuring in-depth information from a subject matter expert, which can be your corporate expert or panel or otherwise. This live, one-hour, broadcast helps you establish yourself as a thought leader to an audience of thousands of industry professionals worldwide while generating highly qualified leads.

Video Show Daily Produced by our editorial team, Show Daily Videos are filmed live on the trade show floor capturing industry events and breaking news and are posted to a dedicated video player on a unique website landing page. Sponsors of the Show Daily Video receive top and bottom leaderboard ads on the landing page as well as ads in our promotional eNewsletter, allowing you to increase your brand’s visibility to an audience of industry professionals and align your message with relevant content positioned around an important trade show or conference.

40% of the PennWell

FIRE GROUP AUDIENCE states their use of video for business

purposes has increased over the last year. Source: 2015 Audience Survey

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SOCIAL VIDEO CHAT The Social Video Chat is an open, insightful panel discussion on a timely industry topic. Attendees can view the exchange live or on demand via a variety of channels including, YouTube, Google+, or our websites. Attendees also have the option of submitting questions via a Twitter Chat hashtag during the live event. The chat panels are comprised of industry experts and are facilitated by a PennWell Fire Group team member.

Social Video Chat sponsorships generate awareness for your brand among fire service professionals worldwide through the use of landing pages on our websites and event reminder e-mails. Sponsor acknowledgements at the start of the event and optional participation as a chat panelist enhance your brand’s thought leadership during this topical discussion. Social engagement is achieved through promotional buzz and sharing on our social media platforms.

BENEFITS

Brand

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Thought

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Brand AwarenessElevates your brand’s visibility to an audience of industry professionals and aligns your message with relevant and

respected content.

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Social EngagementIncreases your brand’s opportunity to engage with a targeted audience and their viral networks via social media platforms.

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Thought Leadership/Education Positions your company as a forward-thinking market leader that educates an active and engaged audience of decision makers.

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eNEWSLETTERSPromote your business, build awareness and loyalty, attract new customers, and drive traffic to your online offerings through eNewsletter advertising. Filled with trusted content by the industry’s most knowledgeable experts, the PennWell Fire Group’s eNewsletters provide broad reach at a low cost and are a simple and effective way to align your image with targeted content while pushing your marketing message to an engaged audience of industry professionals. A host of industry-wide, topic-focused, and product-oriented eNewsletters is available to help increase interest in your company and generate high visibility for your products and services among buyers and specifiers.

Worldwide eNewsletter Providing broad reach at a low cost, these eNewsletters deliver the latest industry news and technology information to thousands of subscribers worldwide. Every issue contains links to some of the latest news, most interesting blogs, informative videos, or technical white papers on our website.

BENEFITS

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Brand Awareness Associates your image with PennWell Fire Group’s trusted content to increase consideration for your company and products.

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Traffic Driver Gives readers the opportunity to click through to your site or other online offerings for more information to increase pur chase intention

and activity.

NEARLY 60% of the PennWell

FIRE GROUP AUDIENCE uses eNewsletters to identify potential products, services,

vendors, and suppliers.Source: 2015 Audience Survey

INDUSTRY WIDE

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eNEWSLETTERS Product Resource eNewsletter

The Product Resource eNewsletter generates visibility for your content, increases interest, attracts prospects to your sites, and increases purchase intention. Links in the Product Resource click through to information on the sponsors’ sites.

BENEFITS

Brand

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Brand Awareness Visibility for your product or video increases consideration and preference among decision makers who have affinity for

the industry.

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Traffic Driver Entices decision makers to your website to learn more about your company and products and increase purchase intention

and activity.

Topic-Specific eNewsletter Topic-Specific eNewsletters allow you to target your advertising campaign around relevant content to industry professionals who have chosen to stay up-to-date on breaking news and product information on a specific topic.

Filled with trusted content by the industry’s most knowledgeable experts, these eNewsletters are a simple and effective way to drive traffic and push your marketing message to professionals who are focused on the topic your products and services align with – targeted marketing at its very best.

BENEFITS

Brand

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Brand Awareness Exposes industry professionals to your brand in context with relevant editorial content.

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Traffic Driver Pushes decision makers to your website or other online offerings to learn more about your company and products

when you use effective calls to action.

PRODUCT RESOURCE eNEWSLETTER

TOPIC-SPECIFIC eNEWSLETTER

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BUYER’S GUIDE/ PRODUCT CENTER ONLINETap into the buying power of the PennWell Fire Group’s world-wide audience. Our premier online buying resources allow you to educate potential customers, create brand visibility, build product preference, and generate qualified leads through a wide variety of programs designed to fit your marketing objectives and budget. These resources help fire professionals cut through the clutter of a general search engine to find companies and products that serve their unique business needs. From simple listing enhancements to full All Access packages, your advertising campaign is customized to your company and the exposure level you want. As part of the industry’s leading and most trusted brands, the PennWell Fire Group buyer’s guides put your company in front of your target market 24/7/365.

BENEFITS

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Brand AwarenessElevates your brand’s visibility to an audience of industry professionals and decision makers researching purchase

decisions.

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Traffic DriverLinks in your ad(s) and within listings push decision-makers directly to your website or other online offerings.

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Lead GenerationAllows prospects to easily contact sponsors for moreinformation.

85% of the PennWell

FIRE GROUP AUDIENCE uses Buyers Guides and

Product Directories through EVERY phase of the

buying cycle.


ALL ACCESS SPONSORSHIP: Connect with the largest fire audience in the world by publishing and promoting all your company news via the All Access program. Establish your own comprehensive company profile to increase visibility and recognition among buyers worldwide through press releases, unlimited product listings/photos, video, event information, and much more. Keeping your All Access content current not only gives our audience the most useful information available, but helps drive traffic to your own corporate website or other online offerings as well. All Access sponsors are promoted on our websites and in our industry eNewsletters, ensuring your company is top-of-mind when your customers are ready to buy.

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MOBILE SPONSORSHIPSRecent research suggests that more and more people are accessing the Internet via their mobile devices than ever before. What’s more, most mobile phone users keep them close at hand throughout the day, giving you round-the-clock access to your potential customers. The PennWell Fire Group’s mobile application sponsorships give you unparalleled reach to thousands of fire professionals whenever and wherever they use their devices. Our event apps provide attendees easy access to conference sessions, exhibitor listings, floor maps, news, and speaker information, and offer the ability to build a personalized agenda to maximize their experience on the show floor.

BENEFITS

Brand

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Brand Awareness Increases your brand’s visibility to industry professionals whenever and wherever they need to access important market information.

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Traffic Driver Links on your ad push decision-makers directly to your website or other online offerings.

Mobile Apps

Mobile Applications (iPhone, iPad, and Android Apps) push the latest and most pertinent news to mobile devices of industry professionals worldwide. Mobile Apps serve the immediate informational needs of our audience with convenient, timesaving, and business- critical information. Limited ad positions within the apps means an extremely high share of voice (SOV) for marketers looking to reach a deeply engaged, highly targeted audience.

Event App BannerThe Mobile Event App places critical event information at attendees’ fingertips, allowing them to access schedules, maps, exhibitors, presenta-tions, and more, before, during, and after the event. The sponsor’s interstitial splash screen ad displays when a user clicks on the event toggle

button and the banner ad displays at the bottom of each app section, keeping the sponsoring company top-of-mind as attendees move through the show.

Responsive Site BannerResponsive mobile websites engage industry professionals in a highly targeted and impactful way by reaching professionals as they shift their content consumption from their desks to their phones on the weekends and on the road.

OVER 91% of the PennWell

FIRE GROUP AUDIENCE owns a Smartphone and uses

it for business purposes. Source: 2015 Audience Survey

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ADDITIONAL OPPORTUNITIES

Contests/Surveys/Polls

Contests, surveys, and polls are interactive, lead generating content marketing vehicles that include multiple formats including one question polls, multi-question surveys, photo captions, photos, and more. Contests, surveys, and polls are published in a widget that can be distributed to many channels including; a dedicated landing page on the our website, part of another page on the website (e.g., Topic Center), standalone microsite, and social media platforms.

BENEFITS

Brand

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Brand AwarenessCreates brand awareness among industry decision makers via onsite and targeted email

promotion. Also, drives brand affinity and loyalty.

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Lead Generation Generates leads from a targeted audience of industry professional when widgets include a lead form.

List RentalOffering quick response at a low cost, Email List Rentals allow you to reach a targeted audience with your custom email deployment. Your message will be sent to industry professionals you’ve specified from our database list selects and can be used for a nearly unlimited variety of promotional programs.

BENEFITS

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Brand Awareness Strengthens your company image by developing email creative that highlights the features and

benefits of your solutions thereby creating an affinity for your company and products among targeted industry professionals.

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Traffic Driver Links in the body of the email push decision- makers directly to your website or other online

offerings.

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Lead Generation Generates leads from a targeted audience of industry professionals through the use of conversion pages

on your website.

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Social

Social

80% of the PennWell FIRE GROUP AUDIENCE

uses industry events and conferences in EVERY stage of

the buying process.Source: 2015 Audience Survey


Presented by the fire industry’s leading publications, PennWell manages this unique hands-on training event attracting more than 33,000 attendees from more than 55 countries and hundreds of exhibiting companies.

Face-to-face events provide an outstanding branding and lead generation opportunity. These events target influential decision makers worldwide — your potential customers — who attend to train in live environments (H.O.T.) in classroom settings, learn about new products, and network with peers. Face-to-face events help establish your company as an industry thought leader by educating industry professionals on your company and product offerings.

BENEFITS

Brand

Brand

Push Pull

Push Pull

Lead

Lead

Thought

Thought

Traf�c

Traf�c

Social

Social

Brand AwarenessElevates your brand’s visibility to an audience of industry professionals through participation as an exhibitor or as an advertiser in distributed

magazines.

Brand

Brand

Push Pull

Push Pull

Lead

Lead

Thought

Thought

Traf�c

Traf�c

Social

Social

Lead Generation Generates leads from a targeted audience of industry professionals on the show floor.

Brand

Brand

Push Pull

Push Pull

Lead

Lead

Thought

Thought

Traf�c

Traf�c

Social

Social

Thought Leadership/Educations Educates industry professionals on your company capabilities and product offerings.

EXPECT HIGH IMPACT RESULTSEXPECT HIGH IMPACT RESULTS

20

PennWell Marketing Solutions is a full-service marketing agency that works alongside PennWell media brands to provide data, experience, and industry knowledge. Whether it’s branding, thought leadership, SEO, or content marketing, our integrated approach enables us to create fresh new marketing pieces, campaigns, and strategies to fulfill your marketing objectives.

Speak with our team of marketing professionals about developing your next website; corporate brochure; tradeshow display; promotional video; print, online, or social campaign; whitepaper or technical article.

From industry to industry, we know what works. Partner with PennWell Marketing Solutions - the brand you know and trust—to deliver sound marketing solutions and results.

Visit www.pennwellmarketing.com to learn more

or contact Paul Andrews at 240-595-2352.

EXPECT HIGH IMPACT RESULTSEXPECT HIGH IMPACT RESULTS




AUGUST 2015

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Eric SchlettVice PresidentDirect: 973-251-5055Fax: 973-251-5065

[email protected]

Ted BillickMedia Sales DirectorDirect: [email protected]

Media Sales ConsultantsJoseph PorterDirect: 215-230-1950Fax: 215-230-1951Cell: 215-385-1550

[email protected]

Tim ToltonDirect: 678-974-2472Fax: 678-974-2937Cell: 404-277-3133

[email protected]

Erin HerrettDirect: [email protected]

Diane GiuffreCell: [email protected]

Anthony MaglionicoDirect: 973-251-5073Fax: 888-329-3342Cell: 215-495-4664

[email protected]

Johann BylekDirect: [email protected]

FDIC Exhibitor Sales & Sponsorships

Susie Cruz (A-J)Direct: 973-251-5059Fax: [email protected]

Nanci Yulico (K-Z)Direct: 973-251-5056Fax: 973-251-5065 [email protected]

Contact us today for a custom integrated advertising package.PennWell Fire Group Sales

RAY DOWNEY

CO

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A

GE AND VALOR AW

AR

D

Founded in 1910 in Tulsa, Oklahoma, PennWell Corporation is a privately held and highly diversified business-to-business media and information company that provides quality content and integrated marketing solutions for the following industries: Oil and gas, electric power generation and delivery, hydropower, renewable energy, water and wastewater, waste management, electronics, optoelec-tronics, fiber-optics, aerospace and avionics, LEDs and lighting, fire and emergency services, and dental. PennWell publishes over 130 print and online magazines and newsletters, conducts 60 conferences and exhibitions on six continents, and has an extensive offering of books, maps, websites, research and database services. In addition to PennWell’s headquarters in Tulsa, Oklahoma, the Company has major offices in Nashua, New Hampshire; London, England; Houston, Texas; Mountain View, California; Fairlawn, New Jersey; Moscow, Russia; Rio de Janeiro, Brazil, and Hong Kong, China.

2016 media information - fire engineering · response, thought leadership, social engagement),...

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