CASE STUDY: LEA Recruitment Video Marketing Campaign
San Bernardino Police Department
LAUNCHING A RECRUITMENT MARKETING VIDEO SERIES
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.
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.
Oct 2018 - In the first 30 days, the department received over 300 recruit leads, including:
(42) 911 Dispatchers, with qualified applicants already in the hiring and screening process.
(60) Officer Recruits, including lateral and new recruits.
6-months into the marketing campaign the department was averaging about 100 recruit inquiries each month.
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.
Digital Marketing Strategy
Video Production & Editing
Analytics & Strategy Insights