PROGRAMMATIC INVESTIGATIONS​

CASE STUDY

Recruitment Marketing Video Campaign

San Bernardino Police Department

SCOPE

The San Bernardino Police Department asked us to develop a video marketing strategy for social media, job fairs, and live events to increase recruitment across the department, including Lateral, Career Change, New Recruits, and 911 Dispatchers.

DEVELOP

&

PRODUCE

Based on development conversations and market research we worked with the department to create a testimonial-style video series highlighting each type of recruit the department was highering. 

In order to improve the candidate viewing experience, each video was created with a specific segmented audience and objective in mind. As part of our marketing strategy, we created a content distribution calendar with goalposts, engagement analytics, and ongoing optimization strategies.

RESULTS

Oct 2018 - In the first 30 days, the department received over 300 recruit leads, including:

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• (42) 911 Dispatchers, with qualified applicants already in the hiring and screening process.

• (60) Officer Recruits, including lateral and new recruits.

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6-months into the marketing campaign the department was averaging about 100 recruit inquiries each month.

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Dec 2020 - After 2 years the department credits nearly 2-dozen hires to their recruitment video marketing campaign efforts. A testament to the campaign's success and ongoing ROI, the department recently revised their videos to reflect new personnel and fresh content.

SERVICES

Digital Marketing Strategy

Creative Development

Video Production & Editing

Targeted Distribution

Analytics & Strategy Insights

Media Consulting

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PHONE: 323-629-3204