RPD - case study
Challenge
How do you recruit police officers to a city that has had its share of violence? 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 target audience had to represent the communities so the focus was Adults 21-35 years, skew Men, Women, Multicultural, Multilingual, College students, College graduates and Military.
Solution
Acknowledge and appeal to what was needed and what the police force represents - leaders. 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.
Results
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.
Click on the image to view the work.
Challenge
How do you recruit police officers to a city that has had its share of violence? 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 target audience had to represent the communities so the focus was Adults 21-35 years, skew Men, Women, Multicultural, Multilingual, College students, College graduates and Military.
Solution
Acknowledge and appeal to what was needed and what the police force represents - leaders. 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.
Results
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.
Click on the image to view the work.
