SAN BERNARDINO POLICE DEPARTMENT
Launching a recruitment video series.
CHALLENGE. The San Bernardino Police Department asked us to develop a video marketing strategy for social media to increase recruitment across the department, including Lateral, Career Change, and New Recruits, plus 911 Dispatchers.
SOLVE. Based on discovery and market research we developed a testimonial-style video series highlighting each type of recruit the department was targeting. In order to improve the candidate experience, each video we produced is clearly branded and created with a specific audience and objective in mind. Placed on various social media sites these videos were promoted to segmented hyper-target audiences both locally and regionally.
RESULTS. (Updated 10/1/18) In 30 days we have received over 300 officer recruit leads. In the first week, we delivered over (100) highly qualified candidates to the department, including:
(42) 911 Dispatchers, with qualified applicants already in the hiring and screening process.
(60) Officer Recruits, including lateral, new recruits and those interested in a career change.
The department is very happy with results as success metrics continue to be evaluated. Check back for updates. (Posted 9/12/18)
Digital Marketing Strategy
Analytics & Insights