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Was used to follow up previous presentation, and was presented to the recruiters of the Windsor Police, to use as a basis for decision making.
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WINDSOR POLICE SERVICES
By: Mike Quigg and Christine Heraiz
Introduction
Marketing Objectives
Communications Strategy
Marketing Tactics Budget Overview Measurement of
Success
Marketing Objectives
Family oriented image
Increase number of young recruiters
Increase awareness for the program
Must overcome fear
Correct misinformation
Change perception of Police force
Communications Strategy
Internet communication is key Windsor Star/ Kijiji/ Job
Bank Police website Facebook/Myspace
Event sponsorship Reinforce community
involvement Show the lighter side
of the Police
Communications Strategy cont. Increase
involvement at high school level Ex. Beer goggles Tours/Ride-along Educate on
careers/requirements
Boot-camp
Presence at job fairs
Marketing TacticsMonth Method of
CommunicationType/ Description Where to Advertise Frequency of
AdvertisingLength of
Event
January EventMarketing
Job workshops at Post Secondary Institution (PSI) in time for start of second semester
PSI website(www.stclaircollege.com), Windsor Star, Facebook and on Kijiji under community (events)
One week before: one half page or quarter page ad/ day Day of : one page colour ad
One day contact PSI to see actual length in time.
February Event Sponsorship
Sponsor/Host a Family Day Event.
Windsor Star, Kijiji under community and in local news paper.
Week before: one page black and white ad
One day February 16th (family day)
March Event Marketing
Youth boot camp (aimed at target market, where they can learn the physical requirements it takes to become a cop) held during March Break
Windsor Star, Local News papers, Police Website, radio stations aimed ad parents such as 96.7 since they inform of local events
One week before: Small ads. Maybe post a small informational story in the community section of NP that directs readers to your website for more detail.
One Week
Job Advertising
Advertise any jobs in time for winter grads (PSI)
Police website, Windsor Star, Kijiiji under jobs, Facebook and Job Bank
One ad on each. ------------------
Tactics (2)April Event
Marketing Easter Egg Hunt this helps to improve image and make you more “family friendly”
Windsor Star and on the radio. The best time is during the morning drive on the Friday before Easter Monday because many people go to mass on Sunday and there won’t be much turn out.
One week before post one ad, than day before post other ad or on radio
One day for approximately one hour.
May Event Marketing
Mothers Day BBQ Fund Raiser.
Newspaper, Facebook and Radio
Day before post an ad. On the day of: get CHYR (96.7) there use co-op advertising.
One day for approximately one hour.
June Event Marketing
Father’s Day BBQ Fundraiser
Newspaper, Police website, Facebook and Radio
Day before post an ad. On the day of: get CHYR (96.7) there use co-op advertising
One day for approximately one hour.
July Event Marketing
Canada Day Talent Show /Family Fun Day host a talent show where people can watch police show off talents, and have fun family games.
Windsor Star, Local News papers, Police Website, radio stations aimed ad parents such as 96.7 since they inform of local events
Post one ad on the Weekend Newspaper; the week before Canada Day.
One day for a few hours.
Tactics (3)August Job
Advertising Job Offering, and update to website about job requirements should be done by now; because school starts soon. This could target those who may choose to work before starting college because they have no money to go to college.
September EventMarketing
Job workshops at Post Secondary Institution (PSI) in time for start of second semester
PSI website (www.stclaircollege.com), Windsor Star and on Police website
One week before: one half page or quarter page ad/ day Day of : one page colour ad
One day contact PSI to see actual length in time.
October Event Marketing
Halloween Safety (grade 8,9, and 10) and Dance teach danger of date rape drugs and volunteer to supervise a dance for youth. Have schools sell tickets, (money can be split half to schools and half to police; that way you are giving back to society.
Windsor Star, Kijiji under community , in local news paper, Police website.
Day before post an ad in star, post on police on website. Newsletters.
One day. One week before Halloween on a Friday. Have the class lectures on the Monday to Thursday of that week.
Tactics (4)November Event
Marketing Thanksgiving Bake Raise money for Police to increase budget.
Windsor Star Police Website.
Post one ad before Thanks Giving ()
One day
December Event Marketing
Christmas Dance done on the Friday before school closes for winter break.
Police website, School Newsletter (grade schools and high schools), Local News papers.
Post a ¼ page ad the week before (every other day), and one ad the Sunday before/day before in local News papers.
One day.
Event Marketing
Bake Fundraiser Windsor Star Police Website.
Post one ¼ page ad on Sunday News paper on the Saturday before.
One day .
Budget Overview
Budget frozen Didn’t include
website costs as they are variable
¼ page ad in Star will cost $755.04
20-30 word ad will run in Leamington for a week at $18-$24
Budget (2)
Type of media
Rate Frequency/number of pages
Calculations
Star $2.87/ Agate Line
AVJ 7 pages total = $ 84,860.16
16 (12x22)(2.87)(7)
Local news papers
$17.43 5= $522.90 17.43 (5) (6)
Total *
$85,383.06
Budget (3)
Television is hard to target A Channel shutdown
Cogeco only wholly local viable option 519 972-4016
Radio is also target overshoot U of W radio (CJAM 91.5)
Station Manager Adam Fox 519-253-3000 ex. 2525 [email protected]
CJAM
30 second spot (8-8) $15
Light airplay $150/wk - $500/mo
Medium airplay $250/wk - $750/mo
Heavy airplay $350/wk -
$1000/mo
Comprehensive targeting
Simple steps Custom payment
options 25 character title,
135 character body
110 pixels x 80 pixels
Target Your Audience By:Location AgeSex KeywordsEducation WorkplaceStatus LanguagesInterests
Measurements of Success
Recorded interest during campaign vs. pre-campaign
Survey new applicants as to source of referral
Question high school students during involvement there
Thank You!
