Upload
savannahnowcom
View
218
Download
0
Embed Size (px)
Citation preview
8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing
1/13
Case Study
Collective Marketing | 2015
8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing
2/13
SCMPD reached out to the greater
community to help with recruiting e
Collective Marketing was tasked w
Recruit more potential officers
Improve image of SCMPD
Help position SCMPD as top
employment prospect for qualified
candidates
8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing
3/13
• Develop Strong Key Mes
• Improve Digital Presence
• Update Collateral Materi
• Market Research – condu
groups and analyze com
8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing
4/13
Develop Key Message | If You’re Ready to Make a Difference: STEP FO
8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing
5/13
Develop Key Message | If You’re Ready to Make a Difference: STEP FO
8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing
6/13
• Improve Digital Presence
• Media Plan – Custom Channel Distribu
Search Engine Marketing, :15 or :30 se
Behavioral Targeted Video
• Campaign started to hit March Madnes
• Total ad impressions: 1,026,185
• Total video impressions: 1,036,47
• Total search impressions: 29,055
• Total facebook video views: 158,4
• Total click-thrus to SCMPD.org/jo
11,867
8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing
7/13
• Improve Digital Presence
• scmpd.org/joinscmpd traffic increa
• Online applications soared
8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing
8/13
• Market Research
• New Recruit Focus Group
• Interviewed all New Recruits i
2015 to get feel for…
– Why they joined SCMPD
– How they heard about op
– Why they joined SCMPD
– Fears about becoming a
Officer
8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing
9/13
WHAT THE
Focus Groups
All brought up Pay & Benefits as deterrent
“Pay & Benefits are huge issues. In the military you get a pay bump for t
service as incentive.”
“I feel I will need to work a lot of OT to be able to pay back student loans
this will take away from really important family time.”
“I could NOT do this job if my husband didn’t have a good job.”
“No, I don’t feel we are paid enough. With as much knowledge and traini
to go through we deserve more.”
8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing
10/13
• Success with the call to action
• scmpd.org/joinscmpd traffic increa
• Total click-thrus to SCMPD.org/jo
11,867
WHERE IS THE DISCONNECT?
75% are bouncing from the s
they view the Pay & Benefits
8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing
11/13
WHAT THE
Pay & Take Home Car
SCMPD is BELOW competing South East Police Departments
RECRUIT GED / HS / ASSOC BA / BS / MA
SCMPD 32471 34115 36700
Charleston PD 36200 40700 45850
Jacksonville PD 37200 44610 44610
Cobb Co PD 38400 44700 44700
Tallahassee PD 37000 48900 48900
Marietta PD 36500 41000 43800
Columbus PD 36800 41300 43400
New Orleans PD 36500 42900 44900Memphis PD 37972 49670 53058
30000
40000
50000
8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing
12/13
WHAT THE
Recruiting and Retention
Trend shows SCMPD is LOSING more officers than it is adding year ove
2010 – 2015 LOST 447 Officers // ADDED 371 Officers // THIS IS A NET LOSS O
If trend continues by 2018 SCMPD will have LOST 714 Officers and only added 59
8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing
13/13
SU
Solutions:
1. Create a competitive advantage at key decision points
2. Show an attainable path for growth and advancement
Goals:
1. Stop the hemorrhaging of officers leaving for more pay & better
2. Increase recruitment numbers to reach full force and better man
rate
3. Start to build respect and trust within our City and Police Department
our most valuable asset…our Citizens