Connecting with an Audience Through Storytelling: The Firefighters’ Notebook 

Stream Creative Solution

To help Pierce Manufacturing connect with its audience on a deeper, more personal level, Stream Creative collaborated with the Pierce Manufacturing marketing team to launch The Firefighters’ Notebook—an online hub housing unique stories featuring members of the fire service making a difference in the fire industry.

From the journey of a young Polish firefighter working and exploring the United States to a traveling firefighting show that inspires future generations, The Firefighters' Notebook captures the human side of firefighting with heart and authenticity.

Here’s how we brought The Firefighters’ Notebook to life:

• Storytelling Framework: We collaborated with Pierce Manufacturing to define the tone, voice, and purpose of The Firefighters’ Notebook. The stories needed to be diverse and authentic, highlighting those making a difference in the community.
• A Branded Content Portal: We designed and developed a microsite within the Pierce Manufacturing website to serve as a standalone destination for storytelling. The Firefighters’ Notebook features a simple layout to keep the spotlight on the narratives.
• Content Strategy: We allowed the public to submit story ideas through the submission page on The Firefighters' Notebook website. We also monitored related social media pages and gathered word-of-mouth recommendations from within the fire service community.

• Drafting Compelling Stories: Our content team led interviews and crafted original, in-depth features capturing a wide range of powerful and personal themes, including:

  • Mental health advocacy within the fire service
  • Educational stories inspiring the next generation of firefighters
  • Behind-the-scenes insights into extraordinary calls to service
  • Moments of compassion, humor, and humanity

• Amplification Across Channels: The stories were promoted across Pierce Manufacturing’s digital landscape—from social media to email marketing—to drive traffic, engagement, and community participation.

Key Data Points

Since launching The Firefighters’ Notebook, Pierce Manufacturing has built a strong connection with its audience, shifting from a product-first message to a community-first brand experience. Early results include:

• A growing library of authentic stories featuring real firefighters and civilians
• Increased outreach and engagement on Pierce Manufacturing’s social platforms driven by content shares and comments
• Strengthened brand perception as a company that truly sees, hears, and supports the firefighting community
• A new channel for connection, conversation, and collective inspiration

The Firefighters’ Notebook stories continue to grow traction, with an increase from 98 views of our first story to 649 views of our most popular story to date: How Facility Dogs are Revolutionizing Mental Health Support for Firefighters. What can we say? Everybody loves dogs!