CASE STUDY:
VIDEO MARKETING
SERIES

CLIENT: SAN BERNARDINO POLICE DEPARTMENT
GOAL: INCREASE RECRUITMENT

Recruitment Video Marketing

The San Bernardino Police Department was coming out of bankruptcy and hiring freeze when Chief David Green asked me to develop a recruitment video marketing campaign to increase recruitment across the department, including Lateral Recruits, New Recruits, and 911 Dispatchers.

SCOPE

San Bernardino

Police Department

Strategy & Content

A a comprehensive plan with project milestones and KPI's, including:

Marketing Strategy

Creative Development

Video Production & Editing

Content Distribution

Analytics & Consulting

SERVICES

RESULTS

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.

THE DETAILS:

In the first 30-days running the campaign, 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.

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 video marketing and digital advertising campaign. New Campaign theme of "Police Work"

OTT and Vertical Video are adapted to their marketing strategy and their LEO Recruitment Video Campaign is rebooted. Maximizing their ROI through analytics.

Sept 2022 - A new administration puts focus on new policies, modern policing and officer support.

LEO RECRUITMENT