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Little Rock Police Department

Multicultural Communications

Using our findings from the research, we have helped recruit new women and minority officers for the Little Rock Police Department to help empower a growing and thriving police department and place a strong emphasis on community policing.

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The Situation:

The Little Rock Police Department needed a fresh, new, multimedia approach to reach recruits, specifically to target women and minorities to join a growing force.

Our initial research found that in order to effectively engage the desired target audiences – especially Hispanic communities – we needed to do something completely different from the frequently used SWAT/Navy Seal-type action videos that many police departments use to promote themselves. We also conducted focus groups asking current “ideal” police officers in the department about LRPD’s culture and what they valued most about being an officer in Little Rock. Using our findings from the research, we recommended creating a multi-channel campaign focused on a series of videos. These videos would serve multiple purposes – from television, to the microsite, to targeted social media. The videos were designed to capture the attention of potential recruits and encourage them to join the Little Rock police force, focusing on the importance of community.

The Strategy:

In order to deploy the Build a Better Blue message and move potential recruits to action, we created a campaign microsite that organized all messaging, videos and information in an easy, consumable way. We then developed a mix of targeted media that reaches the desired audience of potential women and minority recruits, including high-quality print, digital and broadcast advertising pieces for recruiting purposes.

Other strategies, including media relations, community events and social media/content marketing, were used to increase traffic to the new microsite, where a recruit application is readily available.

A well-attended news conference was also held in one of the newest neighborhood stations to launch the campaign and announce the department’s commitment to recruiting more women and minorities.

The Results:

Since the launch of the campaign in January, the LRPD has received nearly 400 applications and significant positive feedback from the community. In fact, the day after the news conference, the department received 50 new applications, trending extremely positively for filling all 76 vacancies by the end of the year.

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