Campaign Increases Department of the Treasury Emergency Preparedness

Hillmer created a multi-pronged Emergency Preparedness campaign to allow the U.S. Department of the Treasury Office of Emergency Programs (OEP) to educate and prepare a nationwide workforce for emergency situations. Web-based training, eye-catching posters and video message boards were just a part of the campaign. Hillmer developed effective messaging and visuals broad enough to reach every member of the Treasury team from factory workers and field agents to executive staff yet focused on unique regional risks.

Problem

OEP is responsible for developing and maintaining policies, plans and procedures to ensure Treasury staff is trained and prepared for emergencies ensuring continuity of operations and government. With 11 bureaus and numerous offices across the country performing varied functions for the Treasury, OEP had to overcome several challenges in reaching and educating a workforce that includes factory workers, field agents, office personnel and executive staff. Beyond budgetary constraints, communications challenges included staff with little or no access to computers during the day, varied regional risks and workday time constraints. Preparedness communications were done ad-hoc and often in a reactive fashion. The need to ensure emergency preparedness across the Treasury required a consistent, proactive presence that accounted for the unique challenges of a large organization.

Solution

OEP partnered with Hillmer to develop and deploy a comprehensive communications plan to train Treasury workforce for emergency preparedness. Specifically, OEP sought an analysis of the current workforce preparedness program environment, as well as specific tools and tactics to successfully motivate target audiences within Treasury using current Treasury workforce resources. Although OEP had made significant progress in preparing the workforce over the previous three years, efforts had focused solely on Treasury headquarters personnel with no means to measure the effectiveness of past campaign efforts. Bureau engagement in workforce preparedness had been minimal, and OEP lacked visibility into bureau preparedness efforts.

Hillmer helped execute the development and rollout of the campaign recommendations, including developing content and web-based delivery of an Emergency Preparedness training module (Section 508-compliant) that is now required training for the Treasury workforce. Hillmer also coordinated all development efforts with Treasury’s Learning Management System (LMS) Manager, and the module has been successfully integrated into Treasury’s LMS. 

We also conceptualized, wrote and designed emergency preparedness campaign materials and created an easy-to-use toolkit (which has been deployed to 11 bureaus within Treasury). The toolkit included coordinated posters, fact sheets and a children’s puzzle book. Messaging centered on top workforce preparedness priorities, such as encouraging family planning of an evacuation plan and signing up for emergency alerts with local government agencies. Hillmer also provided resource-saving printing and distribution recommendations to enhance the effectiveness of the materials and save money for OEP.

Processes

Following key meetings with Hillmer strategists, OEP leadership and other stakeholders to analyze challenges regarding the Treasury Department’s workforce preparedness, Hillmer’s team provided a situational assessment of OEP and its challenges, which took into consideration current strengths, weaknesses, opportunities and threats. We recommended a four-pronged approach to strategically communicate about workforce preparedness through existing Treasury channels and resources. Hillmer then created a custom strategic communications roadmap that set baseline measures, and identified key stakeholders and messages built around a comprehensive set of priority-based short-, mid-, and long-term tools and tactics, prioritized based on necessity, to be executed over the course of 12-15 months.

Work Samples

Tools/Skills

  • Brand development
  • Content development, both technical and creative
  • Custom illustration
  • Graphic design
  • Message development
  • Multimedia production
  • Project management
  • Strategic communications
  • Technical support and maintenance
  • Training/learning management

Stats

The two emergency preparedness campaigns spanned 11 Department of Treasury bureaus. The campaign materials were instrumental in communicating alerts and guidance to  Emergency Coordinators and staff in regional offices affected by Hurricane Isaac.

Accomplishment

Two emergency preparedness awareness campaigns were launched simultaneously across the entire Department of Treasury. The multi-media, multi-channel approach reached Treasury staff and contractors in offices, factory/production facilities, field agents and other unique environments. The use of branded digital templates for email messages and alerts, video message boards and posters provided an efficient means for OEP staff to create and distribute emergency preparedness messages on time during emergency scenarios. During Hurricane Isaac, the preparedness email alerts were distributed to Treasury employees in the path of the storm.