exponential change

begins here

Metropolitan Police Department Proposal - May 2017

3

TABLE OF CONTENTS

Agency Overview

About the Team

Background on Challenge

Target Audience

Secondary Research

Quantitative Research

Qualitative Research

Objectives & Strategies

4

5

6

7

9

10

12

Tactics

Media Pitches

Evaluation & Budget

Timeline

References

14

15

19

21

22

24

4

WHO WE ARE

“Established in 2017, MCK^2 is an integrated strategic communications and marketing agency serving accounts based in Washington, D.C. Its founders, Carson Creehan, Katlyn Hirokawa, Michael McArdle and Kaitlin Sheppard, have expertise in a variety of different realms, but came together to establish a speciality firm in crisis communication and issue management. MCK^2 is a proponent of proactive strategies, and ties in research, traditional media and digital media expertise to stay ahead of the issues and trends facing any organization.”

5

OUR TEAMKatlyn HirokawaSenior Vice President, Corporate BrandingKatlyn Hirokawa is a senior Public Relations and Strategic Communications major and Marketing minor. Hirokawa currently interns at FleishmanHillard and assists with driving the public relations strategies behind its technology and healthcare accounts. Before interning for FleishmanHillard, Hirokawa gained agency internship experience both nationally and abroad at firms such as Spectrum and Brandnation. Hirokawa also spent two summers interning at Oracle.

Carson CreehanSenior Account Executive, Digital StrategistCarson Creehan is a senior Public Communications major and Spanish minor from Pittsburgh, Pa. Creehan currently works at Discovery Communications doing public relations for the international department. She has previously interned at Kogod School of Business, Children’s Hospital of Pittsburgh of UPMC, and The National Campaign to Prevent Teen and Unplanned Pregnancy. Her specialities include social change communication and non-profit public relations.

Michael McArdleAccount Executive, Media RelationsMichael McArdle is a senior Public Communications major and Marketing minor from Oceanport, New Jersey. McArdle works at Spectrum Health & Science Communications, and has previously worked at Courtney Flantzer Public Relations and MCS Healthcare Public Relations. Currently a tour guide on campus and brother of Alpha Phi Omega, McArdle loves working and helping others. This ignited his passion to work in the healthcare industry where he specialises in pharmaceutical public relations.

Kaitlin SheppardAccount Executive, Content CreativeKaitlin Sheppard is a senior studying Public Communication and minoring in Business Administration. She has previously interned for The Incite Agency and Save Our Shores, and she served as the 2016 Public Relations Vice President for the American University chapter of Alpha Xi Delta. Sheppard’s expertise lies in corporate brand management and non-profit communication. She is very passionate about using social media to educate people about important issues.

6

THE CHALLENGEMPD is looking to improve recruitment outreach in order to attract new, qualified applicants.

Some challenges the force faces in terms of recruitment are:

MCK^2 has been tasked to evaluate MPD’s current recruitment messaging strategies to come up with ideas on how it could better reach potential recruits.

COMPETITION IN THE DMV AREA

LONG HIRING PROCESS

STIGMAS SURROUNDING POLICING

123

SITUATIONAL ANALYSIS

7

TARGET AUDIENCE

Males and females between the ages of 18-25 currently enrolled in a college or university in the Washington, D.C., Maryland, and Virginia area.

WHY?

• 450,000 students in the DMV area

• Meet 60-credit minimum

• Diverse backgrounds and perspectives

• Values that align with those of MPD

8

Millennials Don’t JUst Want to spenD their

tiMe, theY Want to inVest their

tiMe.-FORBES MAGAZINE

9

SECONDARY RESEARCH

• Active recruitment of minorities• Reduce crime and homicide

rates• Church, school and community

events• Materials in multiple languages• Digital ads on social media• 14,200 applications• 71% were minority• Increase of minority applicants

by 13%

• Kinder, gentler campaign

• Millennials in colorful t-shirts

• Large images on digital and

marquees

• Critics said it “trivialized”

the job

• Came across as a “fashion ad”

• Negative public reaction

Chicago Police Department“Be the Change”

New York Police Department“It’s You We Want”

MILLENNIALS AND THE WORKPLACE

88%want a

collaborative work culture

40%of the total

working population by 2020

will be millennials

79%of millennials want a boss to serve as a

coach

64%say making the

world “a better place” is

a priority

74%want flexible

schedules

10

QUANTITATIVE RESEARCHMCK^2 distributed a survey to college students in the DMV area to uncover trends in how students look for jobs and understand their current perceptions of MPD and law enforcement in general.

SURVEY DEMOGRAPHICS

• 108 responses

• University of Maryland, Georgetown University and American

University.

• 93.2% were female and 6.82% were male.

• Between the ages of 19 to 22-years-old.

• 75% Caucasian, 2.27% Latino, 4.55% Asian Pacific/Native

Hawaiian, 2.27% Black/African American, 13.64% two or more

races and 2.27% other (Middle Eastern).

11

SURVEY RESULTSWhat are they looking for?

LAW ENFORCEMENT PERCEPTIONSBased on our survey findings, we found a number of disconnects and limited perceptions of what our audience thinks that police officers do.

“What does it take to be an officer?”

Physical strength and ability versus communication and interpersonal skills

“What first comes to mind?”

Brutality, arrests, patrolling, pulling people over, paperwork

“What barriers have you faced in becoming an officer?”

“I’m too weak,” “It’s too scary and dangerous,” “Corruption”

Organizational culture/environment

Good communication and transparency

Salary/benefits and job security

A solid mission

1

2

3

4

12

QUALITATIVE RESEARCH

• A variety of different hats that officers wear in their role

• “Soft-skills” are just as important as the physical ones

• Officers engage heavily with community

• Recruiting information should be promoted on

social media and easily accessible on the website

• Targeted recruitment events to walk through the process and connect officers and applicants

• Use enthusiasm and inspiration versus action-packed portrayal of job

Ride-Alongs In-Depth Interviews

QUOTES FROM IN-DEPTH INTERVIEWS

“The video doesn’t seem too enthusiastic or inspiring, which is sad. I think police work is inspiring, and the video needs to show that.”

“I really like the photos with police officers with kids on social media. It adds a face to the department and makes it seem like they are human.”

“The GIFs they use aren’t very appropriate. They should focus more on promoting photos or videos of MPD officers instead.”

13

“i’M a teacher, laWYer, priest,

MoM & DaD, social WorKer

anD psYchologist on anY giVen DaY”

-MPD OFFICER, WARD 7

14

OBJECTIVES AND STRATEGIES

Refocus brand image to reflect diversity

Maintain and build a positive reputation in the community

Highlight the altruistic aspect of policing

1

2

3

• Increase applications by 20% over 12 months• Hold 8 leadership & networking events to engage 300+ students• Obtain 7 media hits in local and national publications

over 12 months• Increase social media engagement by 30% (Facebook, Instagram, Twitter)• Increase applicant retention by 60%• Increase employee referrals by 20% over 12 months

THE SPECIFICS

15

TACTICSDIGITAL STRATEGYFacts, Infographics & Fact SheetsWell-designed fact sheet can communicate information about MPD’s job application process and its brand image. These can be included on the website, social media channels and on in-person fliers/brochures to be handed out at recruitment events. These infographics will have a consistent color scheme and will utilize bold elements to communicate the various benefits of the job.

16

VideosShort informational videos will be promoted on MPD’s website and social media channels. These videos will showcase testimonies from MPD and the officers that make it such a unique force. MPD could also partner with film students at a local university to help produce the videos. The new videos will focus on the following topics:

• “MPD Overview” - Who is MPD? Who does it serve? • “Day in the Life” - What do MPD officers do? Highlight the soft skills/community-relations.• “From Application to Badge” - What is the application process? What can recruits expect? • “Officer Showcase” - What did they do before MPD? Why do they enjoy working for MPD?• “Liaison Overview” - How do the liaison groups function within MPD?

SOCIAL STRATEGY#HumansofMPDThis campaign will feature photos and quotes from officers. They will be promoted across Facebook, Twitter and Instagram. This campaign will work to humanize MPD and put a face and name to the force.

17

COLLEGE RECRUITMENT AND NETWORKING

EVENTS

Community Liaison Groups• Demonstrate the diversity of MPD’s officers and help students understand how they

can fit into the force. • Liaison groups can share their unique perspectives about life as an MPD officer.• Potential student groups: Queers and Allies, Black Student Alliance, Latino and Ameri-

can Student Organization, Asian American Student Network.

Womens Symposiums• Events hosted by female MPD officers that can speak to their experiences as a woman in policing.• Empowering women to see their potential in MPD.• Potential womens groups: Women’s Initiative, Her Campus, Greek organizations.

Held on college campuses throughout the DMV Area to facilitate face-to-face interactions with interested student groups about joining MPD.

FACEBOOK LIVEFacebook Life is emerging as a popular tool amongst younger generations. MCK^2 recommends that MPD host live events, in which it will invite thought leaders and officers to share their views on relevant topics surrounding law enforcement.

• Police Body Cameras: Implications on Law Enforcement Standards• Diversity in the Workplace: How MPD Reflects D.C.• Meeting the Expectations of a New Generation: Millennials• Officer Relationships: The D.C. Community and Beyond

“the real WaY to MaKe policing

appeal to YoUng people is to tell

theM the UnbelieVable gooD

theY can Do”- ELLIS VERDI, DEVITO/VERDI AD AGENCY

19

MEDIA PITCHES

I just want to reach out and follow up on your story covering the Metropolitan Police Department’s (MPD) LGBT Community Liaison group, specifically highlighting sergeant Jessica Hawkins. We have been working with MPD on improving their recruitment strategies, and our compelling research indicates how MPD could integrate the Community Liaison Groups into recruiting initiatives to better improve the diversity of applicants. Ultimately, MPD wants to increase their number of applicants.

Our research has shown us that the majority of respondents felt that MPD is not a diverse police force, which is in direct contrast to the diverse numbers of officers that currently serve on the force today.

MPD will be hosting specialized networking events held at local colleges in the area, which will be run by the heads of MPD’s Asian Liaison Unit (ALU), Deaf and Hard of Hearing Liaison Unit (DHHLU), Lesbian, Gay, Bisexual and Transgender Liaison Unit (LGBTLU), and the Latino Liaison Unit (LLU). If you are interested in attending or learning more about the aim of these diversity recruitment events, please feel free to reach out. I can also get in you contact with officers to interview or share more of our research findings.

Subject: The Metropolitan Police Department is Shifting Recruiting Strategy to Focus on Diversity

20

I wanted to clue you in on something that you might find interesting. I know you’ve written previously about Metropolitan Police Department’s (MPD) recruiting efforts, and I noticed your article covering Mayor Bower’s efforts to help provide better funding to attract new recruits.

As part of my public relations senior capstone at American University, my group and I worked with MPD this semester to conduct research on how MPD can better recruit college students.

Our findings indicated that MPD’s organizational values and benefits actually align with what college students are looking for in an employer. I believe that your background on the subject matter would provide a good platform and framework to share how MPD is updating and bettering its recruiting efforts to target college students in the Washington, D.C., Maryland and Virginia area.

If you are interested in learning more, I would love to share more details about our research with you or set up an interview with MPD’s recruitment officer. Thank you!

Subject: Metropolitan Police Department Looks to College Students for New Recruits.

21

EVALUATION• Pre and post campaign surveys of target audience

• Focus groups with target audience

• Track data of applicant lifecycle

• Measure outcomes against objectives

BUDGET

22

TIMELINESeptember 2017• College recruitment meetings• Press releases sent to outlets regarding the launch of the college

initiatives.

November 2017• Social media push utilizing newly-created graphics• Collect photos and stories/quotes for #HumansOfMPD campaign

December 2017• Begin process of remaking videos

February 2018• Facebook Live Event• Launch #HumansOfMPD campaign across all social media platforms

April 2018• College recruitment and media relations push prior to Class of

2018 graduation• Premiere new videos

September 2018• Official conclusion of campaign• Evaluation of campaign’s success

23

it’s not JUst What We Do...

it’s Who We are

24

REFERENCESAsghar, R. (2014, January 14). What Millennials Want In The Workplace (And Why You Should Start Giving It To Them). Retrieved April 16, 2017, from http://www.forbes.com/sites/robasghar/2014/01/13/what-millennials-want-in-the-workplace-and-why-you-should-start-giving-it-to-them/#2cd559da2fdf

Bump, P. (2014, March 25). Here Is When Each Generation Begins and Ends, According to Facts. Retrieved April 16, 2017, from https://www.theatlantic.com/na-tional/archive/2014/03/here-is-when-each-generation-begins-and-ends-according-to-facts/359589/

How to work with the next generation of police leadership - the millennials. (2012, September 13). Retrieved April 16, 2017, from https://www.policeone.com/police-jobs-and-careers/articles/5980033-How-to-work-with-the-next-generation-of-police-lead-ership-the-millennials

Miller, A. (2015, March 26). 3 things millennials want in a career (hint: it’s not more money). Retrieved March 3, 2017, from http://fortune.com/2015/03/26/3-things-millennials-want-in-a-career-hint-its-not-more-money/

Parascandola, R. (2016, October 23). New NYPD recruitment campaign stresses ‘compassionate’ policing. Retrieved April 16, 2017, from http://www.nydailynews.com/new-york/new-nypd-recruitment-campaign-stresses-compassionate-policing-article-1.2842138

Petty, L. (2017, April 16). CPD Launches New Recruitment Campaign, Hiring Website. Retrieved April 16, 2017, from http://www.nbcchicago.com/news/local/Chicago-Police-De-partment-Launches-Recruitment-Website-402414926.html

Rayman, G. (2016, October 24). New NYPD recruitment ads derided, called ‘fashion campaign’ Retrieved April 16, 2017, from http://www.nydailynews.com/new-york/new-nypd-recruitment-ads-derided-called-fashion-campaign-article-1.2843446

7 things police leaders need to know about Millennials. (2014, September 04). Retrieved April 16, 2017, from https://www.policeone.com/police-leader/articles/7530028-7-things-police-leaders-need-to-know-about-Millennials/

Chicago Police Department’s Recruitment Campaign Results in 71% in Minority Applicants. (n.d.). Retrieved April 16, 2017, from https://www.cityofchicago.org/city/en/depts/mayor/press_room/press_releases/2016/february/chicago-police-departments-recruitment-cam-paign-results-in-71--i.html

America’s Leading College Towns. (2012, August 27). Retrieved April 16, 2017, fromhttp://www.citylab.com/design/2012/08/americas-leading-college-towns/3054/