Commerce City Police Department
Problem
In recent years, especially since the death of George Floyd, fewer and fewer people are choosing a career in law enforcement and existing officers are either jumping from department to department or retiring.
Commerce City Police Department (CCPD) came to ShuBu Creative after facing significant staffing crises like many other police departments nationwide. Their goal? To hire 20 police officers, 11 civilians and counting, by the end of 2022 and more officers in 2023. They also wanted a complete rebrand of their organization and the creation, development and implementation of an effective recruiting campaign and strategy to increase application and retention rates.
Solution
Shubu Creative designed a branding, PR and marketing strategy to show the positive attributes of the culture at CCPD and attract the desired candidates. Our goal was to change the narrative, and our research showed that CCPD is dedicated to internal culture change and community policing. We created an entire messaging and brand identity around this, a new recruitment landing page, social media ads, photography, and video and implemented these assets through paid digital media and social media channels. The campaign focuses on diversity, females, police reform, engaging the next generation of police for their academy, and recruiting certified officers.
Impact
The results indicate that the strategic messaging and creative assets resonate, and our media strategy is in front of the right people with the right message, creativity, and frequency. With a goal of hiring 20 officers by December 31, 2022, and approximately 20 more by the end of 2023, in just 14 months, CCPD has received almost 500 applications and hired 43 officers.
Visit https://www.c3gov.com/living-in/police-public-safety/join-the-pd to see our live recruitment landing page, videos and messaging!
Check out the campaign’s four videos here: