SDPD: One Team. One Mission.
Building on its national reputation for effective community policing, the San Diego Police Department chose us to strategize and conduct an innovative, hyper-targeted recruiting campaign. We have helped SDPD welcome its largest Academy class in a quarter century while exceeding the national average for minority and women recruiting.
What We've Done
- Brand & Identity development
- Communication Plan
- Community Outreach
- Cross-Platform Campaign
- Graphic Design
- Media Planning & Buying
- Print & Outdoor Media
- Social Media Communications
- Website Design/Integration
“The way to keep San Diego one of the safest big cities in the country is by attracting the best and brightest recruits. We’re going to be innovative and creative in how we do that.”
–San Diego Mayor Kevin Faulconer
Our success has been achieved by creating compelling, authentic creative to engage tech-savvy job seekers through a digitally driven, highly customized campaign focused on community engagement and immediate opportunity.
Employing state-of-the-art analytics, we constantly adjust content mix and outreach platforms to retarget priority candidates and optimize results. Focused outreach has prioritized the goal of reaching new recruits who reflect the San Diego community.
‘People’ Focus. ‘Community’ Connection.
We proactively engage with regional media through advisories, news releases and originated events. For example, a series of athletic competitions between SDPD officers and local university student-athletes has highlighted recruiting opportunities while strengthening community ties. Diverse communications components have included a brand refresh, infographic and banner ad creation, experiential marketing collateral, vehicle wraps and community engagement opportunities.
WHAT WE'VE ACCOMPLISHED
- Implemented an innovative digital strategy
- Tripled website traffic in first 24 hours
- Increased landing page sessions 400%
- Helped generate largest Academy class in 25 years
- Exceeded national averages for minority and women recruiting
We’re determined to help make
“America’s Safest Big City” stay that way.
We have directed a record number of qualified candidates to the ‘joinSDPDnow.com’ website, where they apply for officer training. By working with the City to revamp the site, we reduced friction and improved the user experience. Website traffic to www.JoinSDPDnow.com tripled within the first 24 hours of the campaign’s launch, and landing page sessions have increased 144% year over year.
“Fully staffing the police department has been one of my highest priorities. Graduating large number of recruits from the academy will help us continue to provide the highest level of police service.”
- David Nisleit, Chief of Police, City of San Diego