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In 2018 the San Bernardino Police Department was coming out of bankruptcy and a hiring freeze when they asked Neighbor Face Productions to develop a recruitment video marketing strategy to increase recruitment across the department, including Lateral Recruits, New Recruits, and 911 Dispatchers.
Based on discovery conversations with the department, creative development, market research and keyword evaluation we worked with the SBPD to create an exciting testimonial-style video series highlighting each type of recruit the department was hiring. In order to improve the candidate viewing experience, each video was created with a specific segmented audience and objective in mind.
With our Programmatic Investigation AI marketing strategy, we consulted with the departments recruitment team and created an internal marketing guide for targeted content distribution and advertising. We established KPI’s, lead sheets, engagement analytics, and ongoing consulting.
The SBPD has achieved 100% of their recruitment goals for the past 3-years, becoming a top recruiter in their county.
DETAILS:
Oct 2018 – In the first 30 days, the department received over 300 recruit leads, including:
*(42) 911 Dispatchers, with qualified applicants already in the hiring and screening process.
*(60) Officer Recruits, including lateral and new recruits.
*6-months into the marketing campaign the department was averaging 100 recruit inquiries each month.
Dec 2020 – After 2 years the department credits nearly 2-dozen hires to their recruitment video marketing campaign efforts, while receiving over 200 applicants each month. The department continues to revise video content to reflect new personnel and digital strategies.
July 2021 – Our video marketing strategy became even more valuable during the COVID-19 Pandemic. Nearly half of all recruits are coming from the departments digital advertising campaign. OTT and Vertical Video are adapted to their marketing strategy and their LEO Recruitment Video Campaign is rebooted.
October 2022 – With new policies and leadership in-place, we created a video series focusing on modern police work, officer safety and the satisfaction of a career in law enforcement.
