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• ORACLE

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• FIRE DEPARTMENT

• STRATEGIC   MARKETING

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PHILADELPHIA FIRE DEPARTMENT
website project:



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MFR was contracted by the Philadelphia Fire Department (PFD) to redesign their website.  MFR set out with the goal of updating the site to reflect the initiatives and priorities of the PFD and to include new sections and additional graphical elements. MFR incorporated a new design that included current news by category on the Main page – new material, improved usability and design, and improved communication and usefulness of content on the site. 

One of the new sections that MFR developed for the site is called the “KidZone”. The “KidZone” section of the Philadelphia Fire Department’s website is a site dedicated to helping teach young children about fire safety with illustration and interactive animation. The site gives children the opportunity to engage in a number of interactive features (ex:  an interactive, multiple-choice quiz that helps children learn what to do in case there is a fire in their home). Each question is illustrated with original art provided by MFR. 

Focus groups were conducted for the Philadelphia Fire Department by the MFR marketing team.  Each focus group consisted of five children ranging from ages 6 to 8 years. This interaction gave insight into the children’s thoughts and concerns. Including the kids ideas and comments helped to improve the number of return visits, increased usage by word-of-mouth, and made children aware of fire safety. By observing the children playing on the “Kid Zone” section of the site and listening to their thoughts and concerns throughout the group sessions, MFR was able to record information that benefited the Philadelphia Fire Department, parents, teachers and children.