Richmond Police Department

"Lead."

How do you recruit police officers to a city that has had its share of violence? By acknowledging what was needed and what the police force represents - leaders. The target was Adults 21-35 years, skew Men, Women, Multicultural, Multilingual, College students, College graduates and Military.

The key objectives were to increase the number (50) of qualified applicants and recognize the need for Richmond communities to be well represented by individuals who understand their communities. The key strategies were focused on quality over quantity in communications and utilize media "touch points" for recruitment with outdoor, print and the internet. The execution of this was a "teaser" in outdoor to get the diverse San Francisco Bay Area public's attention with a call to action pay off that connected to a compelling website.

The results for this campaign from the website was 17,146 visits, 94.07% were new visitors and 5.93% were returning indicating 16,136 unique visitors out of which there were 821 applications downloaded. 63.83% of the visitors were referred to the website by clicking on links and RPD banner ads in other websites. The RPD reported over 1,000 calls from the created 888.RPDJOB1 garnering 300 qualified applicants and 30 new officers.

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Quik Stop Markets

"Driving Market Share"

This small regional chain of 120 franchised convenience stores in northern California had ambitious plans: to win over market share and revenue from major national competitors like 7-11 and AM/PM. Crossover built a brand personality for the stores by developing creative that used everyday consumer language to highlight reasons for visiting convenience stores. We then leveraged franchise advertising contributions with vendor co-op dollars for TV and outdoor/transit advertising to stimulate impulse visits. The results were impressive and above expectations: overall sales increased 12% and traffic 20% in four weeks. Based on the campaign, Quik Stop was perceived as a national chain despite its actual limited regional coverage area.

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Pacific Gas & Electric Company

"New Awareness"

As California's energy crisis loomed, PG&E sought to quickly introduce the public to innovative energy technology solutions such as GeoExchange. Not only was this good for the environment but also was a great alternative to heating and cooling one's home. The campaign's goal was simple yet ambitious given tight budgets and timeframes: increase the awareness level of the technology by a third within 3 months in two key markets. Crossover developed a campaign utilizing radio, print, direct mail and outdoor advertising. Even though this was for a somewhat suburban area of Northern CA, one of the executions features a non-descript multicultural couple in the ad who express warm feelings towards the product. The results from this integrated campaign bumped awareness levels up by nearly half exceeding project goals.

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Oakland Police Department

"More than you think"

When the homicide rate got out of control in Oakland, the obvious concern for the city was the support for public safety. The need was more officers but with potential sensitivity and understanding of Oakland's diverse communities. The issue was recognizing the negative perceptions of Oakland and its police force.

The objectives were to increase the number of new officers by generating leads in response to a marketing campaign that recognizes the value and benefit of becoming an OPD officer with challenges that are fulfilling in a unique city. The strategies were utilizing a call to action based on the value and challenges of the job positioned against the negative perceptions. The execution was utilizing media in Outdoor, Print, Radio, Cable TV and internet with Search Engine Marketing (SEM) and Banner ads supporting a diverse general market.

The results averaged 10 to 15 applicants a day for 3 months throughout the campaign. It filled three police academies to capacity with a total of 300 applicants each. 1.8 million visitors to OPD's website and in addition applicants would come into OPD personnel office mentioning "Justice Pays."

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McDonald's

"Driving Sales"

Throughout the nine-county San Francisco Bay Area region, sales of McDonald's popular meals had been flat among general, Hispanic and African American market segments. Focusing on young Black males, we developed and placed advertising that created a connection between their unique cultural nuances and purchasing behaviors and the unique brand attributes of McDonald's Mini Meal deals and New Taste Menu products. We used the proprietary Crossover Factor® in the development of the executions to help the client better understand and reach the target audience. We created a series of edgy "Tastebuds and Exercise your tastebuds" spots that started out on just urban radio formats but eventually went on other stations in Pop and Rock formats crossing over. The campaign helped deliver an 8% increase in sales annually and outperformed sales in the other market segments.

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