Case Study

Collective Marketing | 2015

CHALLENGE

SCMPD reached out to the greater

community to help with recruiting efforts.
Collective Marketing was tasked with helping:
Recruit more potential officers

Improve image of SCMPD

Help position SCMPD as top

employment prospect for qualified

candidates
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STRATEGY

Develop Strong Key Message

Improve Digital Presence

Update Collateral Materials

Market Research conduct focus

groups and analyze competitive data

SUCCESSES
Develop Key Message | If Youre Ready to Make a Difference: STEP FORWARD

SUCCESSES
Develop Key Message | If Youre Ready to Make a Difference: STEP FORWARD

SUCCESSES

Improve Digital Presence

Media Plan Custom Channel Distribution, Paid

Search Engine Marketing, :15 or :30 second
Behavioral Targeted Video

Campaign started to hit March Madness

Total ad impressions: 1,026,185

Total video impressions: 1,036,478

Total search impressions: 29,055

Total facebook video views: 158,455

Total click-thrus to SCMPD.org/joinscmpd:

11,867
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SUCCESSES

Improve Digital Presence

scmpd.org/joinscmpd traffic increased by 215%

Online applications soared

SUCCESSES

Market Research
New Recruit Focus Group
Interviewed all New Recruits in February
2015 to get feel for

Why they joined SCMPD

How they heard about openings
Why they joined SCMPD
Fears about becoming a Police
Officer
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WHAT THE DATA SHOWS

Focus Groups
All brought up Pay & Benefits as deterrent
Pay & Benefits are huge issues. In the military you get a pay bump for time in
service as incentive.
I feel I will need to work a lot of OT to be able to pay back student loans, etc. and
this will take away from really important family time.
I could NOT do this job if my husband didnt have a good job.
No, I dont feel we are paid enough. With as much knowledge and training we have
to go through we deserve more.
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SUCCESSES

Success with the call to action

scmpd.org/joinscmpd traffic increased by 215%

Total click-thrus to SCMPD.org/joinscmpd:

11,867

WHERE IS THE DISCONNECT?

75% are bouncing from the site when

they view the Pay & Benefits

WHAT THE DATA SHOWS

Pay & Take Home Car
SCMPD is BELOW competing South East Police Departments
50000

40000

30000
SCMPD
Charleston PD
Jacksonville PD
Cobb Co PD
Tallahassee PD
Marietta PD
Columbus PD
New Orleans PD
Memphis PD

RECRUIT

GED / HS / ASSOC

BA / BS / MASTERS

32471
36200
37200
38400
37000
36500
36800
36500
37972

34115
40700
44610
44700
48900
41000
41300
42900
49670

36700
45850
44610
44700
48900
43800
43400
44900
53058

WHAT THE DATA SHOWS

Recruiting and Retention
Trend shows SCMPD is LOSING more officers than it is adding year over year

2010 2015 LOST 447 Officers // ADDED 371 Officers // THIS IS A NET LOSS OF 76 Officers
If trend continues by 2018 SCMPD will have LOST 714 Officers and only added 593

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SUGGESTIONS
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 quality of life
2. Increase recruitment numbers to reach full force and better manage attrition
rate
3. Start to build respect and trust within our City and Police Department to protect

our most valuable assetour Citizens

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