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Case Studies

U.S. Coast Guard: Rescue 21

Giving a strong, clear voice to an urgent mission

Situation

The U.S. Coast Guard called Boscobel when upgrading its 30-year-old short-range analog communications network, the National Distress and Response System (NDRS). Under this project, called "Rescue 21," the Coast Guard's Search and Rescue (SAR) communications and data systems technology was replaced by newer, more advanced, and more effective communications technology. They knew that the only way the benefits of the system could truly be realized was through an integrated communications and outreach strategy.

The Coast Guard had to:

• Establish awareness, foster a positive image and elicit stakeholder interest in the audience groups;
• Verify and stratify key internal and external stakeholders;
• Identify potential media that reaches specific audience groups and stakeholders;
• Develop recommendations consistent with Rescue 21's outreach goals;
• Develop a logo that accurately represents Rescue 21;
• Develop materials to implement recommendations in the communications and outreach plan; and
• Benchmark results so that Rescue 21 can identify what would and would not work "on the fly."

Results

First, Boscobel realized the need to develop a tagline for Rescue 21. After a thorough review of the benefits, Boscobel presented the tagline "Saving Lives in the 21st Century," which was also incorporated into the Rescue 21 logo design.

Then, Boscobel began the process of developing a comprehensive communications and outreach plan. The plan itself was designed as a resource document for Coast Guard and other personnel to use for each of the 46 local launch sites. It included ways to evaluate each launch site, a set of communications materials, and a "toolkit" designed with specific tools for difficult, moderate and easy launches.

On the national level, Boscobel created a plan for the nationwide launch. This portion of the plan also highlighted media channels to use for message delivery and included a set of benchmarks to help evaluate which of the tools worked best in each situation. It also provided primary and secondary research on how mobile phone providers - that face many of the same issues as the Coast Guard - handled the issue of communication tower construction/extension in communities that oppose this addition/expansion. Finally, Boscobel created the concepts and copy for all Rescue 21 materials.

Within a week of delivering the communications and outreach plan, the Coast Guard began to implement various aspects of the plan. In addition, Boscobel helped to implement the grassroots campaign using the suggestions provided in the communications plan.