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 were also receiving less then 100 applications during the hiring season, needed a complete rebrand of their organization’s image, and implementation of an effective recruiting process overall.
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 resonated with audiences. Over the course of the campaign, which was 16 months, CCPD received 600 (compared to less than 100) applications and hired 30 officers (original goal was 20) from the marketing efforts!
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:
