media guide for the reverse 911 emergency notification …so that the brand, reverse 911®, is used...

MEDIA GUIDE

Copyright © 2011 Cassidian Communications, Inc. All rights reserved. , March 1, 2011

Media Guide for the REVERSE 911® Emergency Notification System

Media Guide for the REVERSE 911® Emergency Notification System

MEDIA GUIDE


CONTENTS WELCOME ................................................................................................................................ 3 TRADEMARKS, WORDMARKS AND BRANDS ....................................................................... 4 AUDIENCE EDUCATION .......................................................................................................... 6 Sample Flyer .............................................................................................................................. 7 PRESS RELEASES AND MEDIA GUIDELINES ....................................................................... 8 Sample Press Release .............................................................................................................. 10 Sample Media Alert .................................................................................................................... 12 SYSTEM USES AND SUCCESSES .......................................................................................... 13 IMPORTANT CONTACTS ......................................................................................................... 14

MEDIA GUIDE


WELCOME Congratulations! By implementing the REVERSE 911® emergency notification system from Cassidian Communications, an EADS North America company, you are taking an important step toward improving communications inside your organization and throughout the community-at-large. To help you better promote this powerful public safety tool internally to employees and/or externally to area residents, as well as your local news outlets, we offer you this brief, but comprehensive, Media Guide. At Cassidian Communications, we understand the numerous benefits of good publicity. That is why we are poised to help your organization educate people on your adoption and use of the REVERSE 911® system for both critical and routine communications. From missing persons to severe weather to crime solving, you will surely have some incredible stories to share. Thank you again for choosing Cassidian Communications as your notification provider. If you have any questions or require additional media assistance, please do not hesitate to contact me by phone at 951.719.2423 or via email at [email protected]. Media resources are also available online at http://www.cassidiancommunications.com/news-events/media-resources. Best regards, Vice President, Marketing

MEDIA GUIDE


TRADEMARKS, WORDMARKS AND BRANDS While it is our goal to help you promote your organization and its use of the REVERSE 911® emergency notification system, it is imperative that we establish and protect a single brand identity for Cassidian Communications and this nationally recognized solution. This section will provide basic guidelines to help us achieve this goal visually, verbally and textually as you interact with your audiences. Our Name For reference, the trade name of our organization inside the U.S. is Cassidian Communications, an EADS North America company. Once introduced as such, you may simply refer to us as Cassidian Communications. Our Company Logo Our company logo, available via email request to [email protected], is a trademark of EADS Defence and Security Systems. Its use engages legal responsibility, and therefore, must be presented as such:

PLEASE NOTE: Changing any element of the Cassidian Communications logo weakens its impact and dilutes the consistent representation we want to build/maintain in the market. Proper usage is the responsibility of the user. If you have any questions concerning the use of the Cassidian Communications logo, please email [email protected]. The REVERSE 911® Trademark and Logo REVERSE 911® is a registered trademark of Cassidian Communications, Inc. This product logo (also trademarked) is represented as follows, and is available for approved use by emailing marketing@CassidianCommunications. The product name – REVERSE 911® - should always appear in uppercase, and be followed by the words “emergency notification system,” “notification system,” or “system,” so that the brand, REVERSE 911®, is used as a descriptor of the solution itself. Additionally, the registration mark, which should always appear in superscript, must be applied in every instance throughout any document, presentation, etc., regardless of the number of pages, slides, etc.

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MEDIA GUIDE


AUDIENCE EDUCATION To ensure the overall effectiveness of the REVERSE 911® emergency notification system, it is important to educate your audiences on its implementation and possible uses. This way, they will know exactly what to expect, and equally as important, how to react when they are contacted. The following is a list of several easy, relatively inexpensive ways to promote the solution internally to employees and externally to local residents. Inside Your Organization • Call a meeting. Let all departments know of your organization’s adoption of the system. • Provide information online. If you have an intranet, include information on the system’s

use on your home page. • Post flyers. Print and post signage that includes the REVERSE 911® Certified Location

logo (available from [email protected]). • Test regularly. The more people interact with the system, the more familiar they will

become with it. • Provide wallet cards. Print/laminate quick reference guides containing important

numbers, user/notification IDs, etc. for designated personnel to carry with them at all times. (Simply email [email protected] for samples.)

• Share successes. Tell everyone about system uses, such as Amber Alerts, so they will have a better understanding of the technology’s role inside your organization and throughout the community.

The Community-at-Large • Promote online. Include information about the REVERSE 911® emergency notification

solution on your organization’s website. Point people directly to the Self-Registration Portal (SRP), if applicable.

• Turn to the media for help. Ask your local newspaper, radio or public access television channel to share information about your use of the technology, emphasizing it as a tool for public safety communications.

• Exercise the system. Activate emergency and non-emergency communications alike. This will increase familiarity with the solution and demonstrate its usefulness throughout the community-at-large.

• Engage local residents. Implement the Self-Registration Portal (SRP) from Cassidian Communications to proactively gather contact information for the REVERSE 911® system. This will ensure those people with cell, wireless or VoIP telephones/unpublished numbers are included in the notifications issued by your organization.

• Enlist the help of other departments or organizations. Include flyers, refrigerator magnets, etc. in utility bills, tax notices, etc. (See the sample on the next page.)

MEDIA GUIDE


AUDIENCE EDUCATION (cont’d) The following is a sample of a public education flyer, easily distributed at community events, inside utility bills, etc.

MEDIA GUIDE


PRESS RELEASES AND MEDIA GUIDELINES Your decision to implement the REVERSE 911® emergency notification system is newsworthy. So too are the successes your organization may experience as the result of its use. For example, a missing child may be found safe and unharmed; people know to boil their water due to contamination; or local residents escape danger by evacuating a flood-prone area. In these instances, and countless others, you can positively promote your organization and its use of the REVERSE 911® system. Establish a relationship with the media. The more they know about your organization and the REVERSE 911® emergency notification system, the more likely they are to cover your stories. Enlist the help of Cassidian Communications. Our marketing department is here to help you. Simply share your story with us, along with a quote, and we will write a press release featuring your organization. Upon final approval, we will share these announcement(s) with your local media, various trade publications, association websites and others, potentially earning you national/international coverage. Tips for preparing your quote and/or press release: You may want to explain the benefits of the solution to the community-at-large, emphasizing specific emergency and non-emergency uses. You might also want to describe any special applications, such as HAZMAT response, or tell why your organization chose this particular solution. You may choose to disclose how the system purchase was funded (i.e., grant dollars), or discuss any training or support received. Always include the Cassidian Communications-approved boilerplate at the end of your press release(s). It reads as follows: About Cassidian Communications As the largest and most trusted source of mission critical communications solutions, Cassidian Communications, an EADS North America company, is leading the way in standards-based E9-1-1 call center applications, notification solutions and services and P25 land mobile radio systems. Headquartered in Temecula, California.

The latest version of the Cassidian Communications boilerplate is always available online at: http://www.cassidiancommunications.com/news-events/media-resources. Promote independently. If you prefer, prepare your own press release announcing your deployment or use of the patented REVERSE 911® system and share it with all available media outlets. (See the sample press release on the following page; consult the Media Resources available at http://www.cassidiancommunications.com/news-events/media-resources for proper trademark usage. Email [email protected] if you have questions or need assistance.) Offer ideas and suggestions for media coverage and speaking opportunities. From time to time, Cassidian Communications is asked to provide editorial to magazines, e-newsletters, etc. Let us know if you have an interesting story to tell, so that we can prepare a media “pitch” on your behalf.

MEDIA GUIDE


Also, please tell us if you would like to speak on the topic of emergency notification at a national/regional trade show or exposition. We often respond to “Calls for Papers” for these type events. Follow the rules. To protect your interest (and ours), please refer to the REVERSE 911® emergency notification solution appropriately when engaging the media, either in print or in person. Again, consult the Media Resources available at http http://www.cassidiancommunications.com/news-events/media-resources or email [email protected] for additional information or guidance. The following sample, which applies all the aforementioned guidelines, should prove useful as your organization prepares a press release regarding its implementation and/or use of the REVERSE 911® system. See the sample Press Release on the following page.

MEDIA GUIDE


MEDIA GUIDE


To obtain a copy of the sample press release in either Microsoft® Word or .pdf format, please email [email protected].

MEDIA GUIDE


PRESS RELEASES AND MEDIA GUIDELINES (cont’d) In some instances, your organization may find it beneficial to alert the media, and ultimately, the general public, regarding activities related to the REVERSE 911® emergency notification system. For example, you may want to advise local residents of scheduled testing or let them know about new uses of the technology (i.e., Neighborhood Watch). The following sample Media Alert, available in Microsoft® Word or .pdf format, is also available by emailing [email protected].

- - - MEDIA ALERT

- - -

Contact: [Name] [Email] [Phone]

[Organization] to test REVERSE 911® Emergency Notification System

First official test scheduled for [Date]

What: On [Date], [Organization] will conduct the first official test of its new REVERSE 911® emergency notification system. The technology, provided by Cassidian Communications, Inc., an EADS North America company, is designed to automatically alert first responders and local residents should an emergency situation, such as a natural disaster or public health threat, take place.

This test will ensure the system is working properly should an actual emergency occur.

When: [Time] on [Date] This test will be repeated on the [number] day of each month.

Media: Additional information regarding the REVERSE 911® emergency notification system is available online at www.CassidianCommunications.com or by emailing marketing@CassidianCommunications.

# # #

MEDIA GUIDE


SYSTEM USES AND SUCCESSES Nationwide, hundreds of organizations like yours rely on the patented REVERSE 911® emergency notification system from Cassidian Communications. For this reason, the technology’s utilization often draws the attention of local and national media seeking an uplifting or interesting story to tell. Take advantage of these opportunities to share your uses and successes. This will not only cast a positive light on your operation, but also help educate people on your efforts to communicate better in both critical and routine situations. Some examples of both emergency and non-emergency uses are listed below:

Emergency Non-Emergency • Natural Disasters • Crime Prevention and Solving • Shelter-in-place Activations • Street Closures• Hazardous Materials Incidents • Parade Route Notifications • Abductions and Hostage Situations • Utility Works, Disruptions • Prison Breaks • School Closings, Modified Hours • Missing Persons (Amber/Silver Alerts) • Trick-or-treat Hours• Homeland Security (Terrorism) • Community Policing/Neighborhood Watch• Severe Weather • Homebound Residents/Check-ins • Public Heath Threats (e.g., H1N1) • Voting Reminders/Precinct Locations• Mass Casualty Incidents (e.g., plane crash, train derailments)

• Community Recycling Efforts/Medicine Discard Days

• Search and Rescue Efforts • Mosquito Spraying• Volunteer Recalls • Clean-up Efforts (e.g., post-storm, general)• Riots and Protests • Immunization Availability • Rabid Animals, Zoo Escapees • Public Transportation/Re-routing • Physical Security Breaches/Cyber Attacks • Blood Shortages/Community Donor Needs• Fires • Jury Duty• Campus Lockdowns, Safety • Tests, Drills and Exercises • Emergency Shelter Set-up • Burn Permits, Restrictions

MEDIA GUIDE


IMPORTANT CONTACTS At Cassidian Communications, we value you as a customer, and commend you on your decision to implement the REVERSE 911® emergency notification system. Please know that we stand ready to assist you in any way possible. Whether you have a technical question or require assistance in addressing the media, please let us know. We recommend posting these important contacts within view or adding them to your address book.

Technical Support (Help Desk)

Media Relations

For system-related questions, call

615.794.2307 or email [email protected].

Information is also available online at support.CassidianCommunications.com.

For assistance with press releases,

community awareness initiatives or the media, call Tami Timperio at

951.719.2423 or email tami.timperio@ CassidianCommunications.com.

Notification Solutions and Services Sales

Billing/Technical Support Renewals

For answers to sales-related questions, or to request additional information regarding the

REVERSE 911® emergency notification system, please call our Franklin, TN,

location at 615.790.2882.

For questions concerning billing, support

renewal or to make a payment, contact Kathy Richter by phone at 615.550.0222 or via

email at [email protected].

Cassidian Communications Marketing

General Information

For matters related to the marketing and promotion of the REVERSE 911® emergency

notification system from Cassidian Communications, contact Linda Young by

phone at 615.435.4828 or via email at [email protected].

To learn more about Cassidian

Communications and its full-circle security and communications portfolio, visit

www.CassidianCommunications.com or call our Temecula headquarters at

951.719.2100.

media guide for the reverse 911 emergency notification …so that the brand, reverse 911®, is used...

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