Not Your Average Desk Job Commercial
I developed this new campaign aimed at recruiting new officers that are tired of the typical monotonous 9-5 job with the goal of increasing applications to the department.
RESULTS:
– 575% increase in officer applications on the day of release compared to the daily average
– 324% increase in officer applications for that month compared to the monthly average
– 614% increase in cadet application for the month compared to the monthly average
First & Fearless Campaign
This campaign I created focuses on the heroes of MPD. Every video focuses on someone in the department that has saved a life and, even more so, on the things only police officers can do. The video shown here yielded a 98% increase in views compared to previous social media video posts and generated a 183% increase of application interest cards compared to previous months. The story was picked up by WJLA and 2 other stations for a follow-up story for the evening news and led to her winning a Fox Nation’s Patriot Award.
The Expeditioner Program
The Expeditioner Program is aimed to get middle and early high school kids interested in joining the police force. They didn’t have such a great turn out last year so I had to change the strategy. I decided we should focus on the more specialized units that are a bit more interesting, like K9, Air Support and Harbor. We shot some long form videos and turned them into this trailer. This trailer made other units want to get involved and promote. The program saw a 50% increase in sign-ups.