Collective Marketing SCMPD presentation by Collective Marketing

8/21/2019 Collective Marketing SCMPD presentation by Collective Marketing

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Case Study

Collective Marketing | 2015


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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


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• Develop Strong Key Mes

• Improve Digital Presence

• Update Collateral Materi

• Market Research – condu

groups and analyze com


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Develop Key Message | If You’re Ready to Make a Difference: STEP FO


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Develop Key Message | If You’re Ready to Make a Difference: STEP FO


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• 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


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• scmpd.org/joinscmpd traffic increa

• Online applications soared


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• 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


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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.”


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• 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


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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


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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


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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

Documents

Collective Marketing SCMPD presentation by Collective Marketing