Co-creating Fire and Emergency's digital communications, channels and platforms strategy

Fire and Emergency New Zealand recognised the need to transform its digital communications to better align with organisational objectives and audience needs.
The Communications and Engagement team sought to create a comprehensive strategy that would serve as a solid foundation for all future digital initiatives.



This strategy aimed to ensure more effective audience engagement, streamline digital platforms, and establish clear performance metrics for measurable impact.

Our systematic approach supported Fire and Emergency as we moved from current state analysis to future state planning. We worked closely with Fire and Emergency to:

• Redefine audience segments, shifting from demographic-based to behavior-based definitions for more targeted communications.
• Map the current digital ecosystem to identify strengths, weaknesses, and opportunities.
• Envision a future state with more connected, defined, and targeted digital platforms and channels.
• Develop a comprehensive measurement and performance framework to demonstrate value and enable data-led decisions

The strategy focused on three guiding principles:

• Governance: Establishing clear ownership and management structures for all digital platforms and channels.
• Consolidation and Continuous Improvement: Aligning each platform and channel with specific audience needs to maximize effectiveness.
• Measurement and Performance: Implementing a framework to assess impact and optimize approaches continually

Fire and Emergency is now positioned to support the future development of new initiatives aimed at driving positive behavioural change and better serving New Zealand communities. By adhering to the foundational principles of the strategy, Fire and Emergency ensures that all digital initiatives are aligned with organisational goals and deliver measurable impact.