OPD - case study
Challenge
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 the 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. The target audience had to reflect Oakland's diverse communities and also pull from colleges and the military.
Solution
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.
Results
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."
Click on the image to view the work.
Challenge
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 the 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. The target audience had to reflect Oakland's diverse communities and also pull from colleges and the military.
Solution
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.
Results
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."
Click on the image to view the work.
