SAN BERNARDINO POLICE DEPARTMENT
MARKETING VIDEO SERIES FOR LEO RECRUITMENT
In 2018 the San Bernardino Police Department was coming out of bankruptcy and hiring freeze when they asked Programmatic Investigations to develop a recruitment video marketing strategy to increase recruitment across the department, including Lateral Recruits, New Recruits, and 911 dispatchers.
Based on discovery conversations with the department, creative development, market research and keyword evaluation we worked with the SBPD to create an exciting testimonial-style video series highlighting each type of recruit the department was hiring.
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 and advertising calendar with goalposts, engagement analytics, and ongoing optimization strategies.
Since implementing the LEO recruitment marketing campaign the department has achieved 100% of their recruitment goals for three consecutive years becoming a top recruiter in their county and Southern California.
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. The department continues to revise video content to reflect new personnel and digital strategies.
July 2021 - Nearly half of all recruits are coming from the departments digital advertising campaign. OTT and Vertical Video are adapted to their marketing strategy and their LEO Recruitment Video Campaign is rebooted.
Digital Marketing Strategy
Video Production & Editing (6 Videos)
Website Landing Page SEO
Targeted Social Media Distribution
Analytics & KPI Insights