Kenosha Fire Department
Turning a recruitment crisis into a 22% applicant increase, and building a regional video partnership.
Download the Case Study (PDF)A Recruitment Engine, Not Just a Video
The initial recruitment video earned the Kenosha Fire Department the 2022 CVMIC Member Spotlight Award for its diversity recruitment efforts, recognition that turned one video into a five-year partnership.
Watch the Work
A Day in the Life of a Firefighter
Rise of the 12 Strong: Part 1
Challenge, Strategy, Results
Applicant numbers at all-time lows.
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.
Three phases, from recruitment video to documentary series.
The 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 Fourth 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 Marketing produced a steady stream of Facebook Reels that averaged 3.5x more views than the department's own content, building community connection while reinforcing recruitment messaging year-round.
National recognition and a regional ripple effect.
The initial recruitment video drove a 22% increase in applicants and earned KFD the 2022 CVMIC Member Spotlight Award for its diversity recruitment efforts. Since then, TMC Marketing has produced 18+ videos generating over 116,000 YouTube views, 7,300+ watch hours, and 1.66 million impressions. On Facebook, TMC Marketing-produced Reels generated 68,900+ views, averaging roughly 8,600 views per Reel compared to approximately 2,500 on the department's own content. Most importantly, the work has generated five or more additional partnerships with regional fire departments and government agencies across Kenosha County.
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The Kenosha Fire Department did not just get a video. They got a recruitment engine that earned statewide recognition and partnerships across the region. Your story deserves the same treatment.