Cave Spring Volunteer Fire Dept

CSVFD Asks "what are you doing tonight?"


To create the most effective recruitment campaign for the CSVFD, 5Points Creative began by facilitating meetings with the department’s current, top-ranked volunteers. 5Points compiled community statistics and assessed the culture of the department to determine its strengths and weaknesses.

Armed with this information and a strong campaign theme, “What Are You Doing Tonight?,” a recruitment goal of between ten and fifteen new volunteers was established. 5Points' objective was to bring to light the urgency of the CSVFD’s volunteer shortage. With training sessions scheduled for September 2016, 5Points set an aggressive recruitment deadline.


In just a little over two months, CSVFD’s recruitment campaign garnered outstanding results. The campaign effectively increased market awareness of CSVFD, successfully illustrated what it takes to become a volunteer firefighter, and focused on the personal benefits of serving on the CSVFD.

Many of the indirect benefits are yet to be identified. More importantly, the CSVFD recruitment campaign translated into fifteen brand new – ready to be trained – volunteers for The Cave Spring Volunteer Fire Department. The department’s goal was achieved – and then some.

What are you doing tonight?