For Fire & EMS departments the “conventional wisdom” regarding marketing has been primarily, “We don’t need to market our services. When people have a fire, they call 911 and we respond. They don’t have a choice. It’s not like deciding what store to shop at.”
The purchase of a new piece of fire apparatus represents a significant capital purchase for any fire department. Baseline pumpers start in the neighborhood of $350K to $450K; it doesn’t take long for the price tag on a new piece of aerial apparatus to exceed $800K.
The planning process should start immediately upon a department determining the need to purchase a new piece of fire apparatus. Selecting the right fire apparatus for a department’s needs is a detailed job requiring hours of research.