The Story

The Challenge

The Kenosha Fire Department was facing a recruitment crisis. Applicant numbers had dropped to all-time lows, and the department was struggling to attract a diverse pool of candidates that reflected the community it serves. With growing competition from surrounding departments and a shrinking applicant pipeline, KFD needed a new approach to connect with the next generation of firefighters.

The Strategy

TMC Marketing's content strategy evolved through three deliberate phases. First, a recruitment video that put real firefighters front and center, launched ahead of the 2022 application cycle. Next, humanizing the department — including embedding with KFD's busiest station for a full 24-hour shift on the Saturday of 4th of July weekend to produce "A Day in the Life of a Firefighter." Then, documenting what it takes to earn a spot on Wisconsin's third-largest fire department through the "Rise of the 12 Strong" recruit academy series. Throughout, TMC produced a steady stream of Facebook Reels that averaged 3.5× more views than the department's own content — building community connection while reinforcing recruitment messaging year-round.

The Results

The initial recruitment video drove a 22% increase in applicants — and earned KFD the 2022 CVMIC Member Spotlight Award for their diversity recruitment efforts. Since then, TMC has produced 18+ videos generating over 116,000 YouTube views, 7,300+ watch hours, and 1.66 million impressions. On Facebook, TMC-produced Reels generated 68,900+ views — averaging roughly 8,600 views per reel compared to approximately 2,500 on KFD's own content, a 3.5× performance difference. Most importantly, TMC's work with KFD has generated 5+ additional partnerships with regional fire departments and government agencies across Kenosha County.