REPORT THE PERSONNEL FROM DEPARTMENT

TO: The Honorable Personnel Committee DATE Au ust 12,2005 REFERENCE: Per request of Council member Zine at the Personnel Committee meeting, COUNCIL FILE June 1, 2005 SUBJECT: Police Officer Recruitment

Background: The Personnel and Police Departments continue their cooperative efforts to improve recruitment and selection of qualified and diverse Police Officer candidates. To support recruitment efforts during the 2004-2005 fiscal year, the Personnel Department was allocated 1.5 million dollars for advertising and other recruitment efforts.

Advertising efforts during the second half of fiscal year 2003-04 and the first half of fiscal year 2004-05 were minimal due to the lack of hiring during these periods. When the Personnel and Police Departments were given the approval to resume hiring, they wanted to ensure that the previously used recruitment strategies would continue to be effective. At the beginning of fiscal year 2004-05, the Personnel Department in collaboration with the Police Department contracted with Weber Shandwick, a worldwide media agency, to create a new marketing campaign and look for our recruitment advertising. The Los Angeles Police Department (LAPD) and Personnel Department surveys of candidates, as well as, Weber Shandwick's marketing research supported adoption of the recruitment motto "to protect and to serve" and an internet based strategy to yield the best recruitment campaign results. Thus the LAPD vignettes which were developed, "To Protect and To Serve," premiered in November 2004 and officially kicked off this new campaign. Since the premiere, all recruitment advertising efforts have been centered on marketing the new image, and most importantly to promote the new "JoinLAPD.com" website. The officers depicted on our website and in our advertising promote the Police Department's motto, "to protect and to serve", and demonstrate the diversity and teamwork epitomized by the LAPD.

All of the advertising materials being presented to our potential candidates has the goal of driving them to the JoinLAPD.com website where they can learn about the career opportunities available with the LAPD. The website provides information about the examination process, and presents the three vignettes showing some of the activities LAPD officers can engage in on a daily basis. Candidates are also encouraged to begin the examination process by way of an on-line Preliminary Background Application. Past recruitment efforts have been successful in attracting a diverse candidate pool. In fiscal year 2003-04, 280 new officers were hired, of which 9.3% were African American, 42.5% Hispanic, 11.1% Asian, and 37.2% Caucasian. Women made up 25.7% of the hires. In fiscal year 2004-05 the Department hired 381 new officers, of which 7.9% African American, 48.0% Hispanic, 10.0% Asian, and 34.1% Caucasian. Women made up 23.4% of new hires. The Department's current ethnic and gender make up is 12.9% African American, 36.4% Hispanic, 7.5% Asian, 43.2% Caucasian, and 18.9% female in the sworn ranks.

Recruitment Methods

During the past fiscal year, there were several major outreach events organized and conducted by the Personnel and Police Departments, including the premiere for the LAPD vignette To Protect and To Serve in November 2004, the Black History Month Expo in February 2005, and the Recruiting Police Officers in the Gay, Lesbian, Bisexual and Transgender Community meeting in June 2005. These City-sponsored events allow us to work closely with interested groups in the community and provide additional outreach opportunities to meet our hiring goals. In addition, Recruitment Officers continually presented informational seminars and mentoring sessions and conducted special testing events at local college campuses, churches, and community organizations. The LAPD Recruitment Section spent over $50,000 in event fees to attend numerous City and non-City sponsored recruitment activities, such as sporting events like the September 2004 LA Triathlon and the LA Marathon in March 2005, cultural festivals including Valley Pride in October 2004 and the Asian Pacific Islander American Heritage Month Celebration in May 2005, expos such as the Black Business Expo in September 2004 and the February 2005 Women's Expo, conferences such as the National Hispanic Women's Conference in April 2005 and numerous college and general career fairs throughout the entire year.

Recruitment Media

To support the presence and efforts of the LAPD Recruitment Officers in the community, the Personnel Department utilized several different media avenues. Much of the major advertising decisions were based on a survey of potential candidates conducted by Weber Shandwick in May of 2004. This survey focused on the potential candidate, and was intended to identify the interests and motivations of our target groups.

The vignettes, which became the centerpiece of the new branding, is based on the assessment of that survey. Since the premiere of the new advertising campaign in November 2004, $220,000 have been spent to have the vignettes run in movie theaters (total of 97 screens) across Southern California for a three-month period. Beginning June 1, 2005, an LAPD recruitment slide is included in the pre-show presentations on all screens for all shows at the Magic Johnson Theaters. The vignettes are also being shown at no cost at theaters on local military bases, on the City Channel 35, at roll calls throughout the Police Department, and via laptop computer used by recruitment officers at recruitment events.

In addition, recruitment ads have been placed on Dodger Radio, KPWR, KKBT, and KJLH radio stations based on industry data showing that they are listened to by significant numbers of persons in our target groups. The 2004-2005 marketing campaign, including the choice of radio stations, general interest publications, and other recruitment venues, also took into account the responses given by our candidates when they appear to take the written test.

2 Overall, the Personnel Department spent $660,000 on radio ads during the 2004-05 fiscal year. The ads were placed on stations which were identified by industry data as those reaching our target demographic. In addition, $75,000 was put into print advertisements with a primary focus on African American ($25,000), Hispanic ($15,000), Asian ($15,000), and gay and lesbian ($15,000) (see attachments A-D). One hundred-three thousand dollars were spent on general/multiethnic recruitment ads, and almost $11,000 on ads in college student newspapers. Ninety percent of all print advertisements feature one or more female officers. Ninety-eight thousand dollars were spent on billboards that were strategically placed in locations throughout Los Angeles County to gain maximum exposure at the time of the new campaign's rollout. Finally, $40,000 was expended to revise the JoinLAPD.com website to reflect the new marketing campaign. All electronic, print, and other advertising is intended to direct interested candidates to the website. (see attachment E)

Recruitment Efforts for Fiscal Year 2005-2006

The campaign for the current fiscal year will continue to use the new brand identity, while at the same time updating it in both the look and how it is marketed to the community. The overall Personnel Department budget for Police Recruitment is $2.0 million dollars. It is planned that $600,000 will be directed towards the electronic media (television and radio). Five hundred thousand dollars will be spent on billboards ahd other large format, visual media, $400,000 for various print media campaigns in major daily newspapers, regional publications, ethnic media, and colleges, and $100,000 on LAPD­ Recruitment Section specific event advertisement. At this point, $200,000 is undesignated pending review of successful advertising activities over the next few months based on internal surveys. The remaining $200,000 in the budget is for Reserve Officer recruitment purposes. The advertising dollars for this year's campaign have been redirected as appropriate as a result of the information obtained from last year's Police Officer candidate appointments (see attachments F-1). For example, ·the amount of money spent on radio has been reduced because it did not generate the desired numbers. ·

The advertising campaign will also find its way into venues that have not been used in the past, with the intention to become a presence throughout the community. There is a great deal of competition among law enforcement agencies in the Southern California area for the same potential candidates, so a focus of our campaign will be to be seen in all the usual, and a number of unusual locations. In an example of a previously untried media location, recruitment posters are currently located on all Dash buses throughout the City. Ads on routes that carry large numbers of persons who fit the specific hiring goals of the Department have been customized to reflect those demographics and will be rotated periodically.

Street banners have been ordered and locations are being identified in the target communities throughout the City. Mobile billboards will travel southland streets in the summer focusing on areas where potential candidates congregate during the summer, such as the beach communities and the major recreation areas, including the Sepulveda Basin and Hansen Dam. In the fall and during the holiday seasons, these moving advertisements will focus on the areas surrounding the major regional shopping malls, college campuses, and sports venues. Aircraft will fly aerial banner ads along southland beaches and above major beach events in Los Angeles County and Orange County during the months of July and August.

Print advertising will continue to be placed in college student newspapers, minority and ethnic publications, gay and lesbian media, local sports and fitness publications, and general local dailies such as the LA Times. Also identified are church publications such as the Tidings (Diocese of Los Angeles), active and retired employee organization publications, organizations associated with LAPD

3 ....., .,_., u .. , ... c 1 c1 ;::.u•u•~• ut::f.Jar urrem spent :t>bbU,UUU on radio ads during the 2004-05 fiscal year. The ads were placed on stations which were identified by industry data as those reaching our target demographic. In addition, $75,000 was put into print advertisements with a primary focus on African American ($25,000), Hispanic ($15,000), Asian ($15,000), and gay and lesbian ($15,000) (see attachments A-D). One hundred-three thousand dollars were spent on general/multiethnic recruitment ads, and almost $11,000 on ads in college student newspapers. Ninety percent of all print advertisements feature one or more female officers. Ninety-eight thousand dollars were spent on billboards that were strategically placed in locations throughout Los Angeles County to gain maximum exposure at the time of the new campaign's rollout. Finally, $40,000 was expended to revise the JoinLAPD.com website to reflect the new marketing campaign. All electronic, print, and other advertising is intended to direct interested candidates to the website. (see attachment E)

Recruitment Efforts for Fiscal Year 2005-2006

The campaign for the current fiscal year will continue to use the new brand identity, while at the same time updating it in both the look and how it is marketed to the community. The overall Personnel Department budget for Police Recruitment is $2.0 million dollars. It is planned that $600,000 will be directed towards the electronic media (television and radio). Five hundred thousand dollars will be spent on billboards ahd other large format, visual media, $400,000 for various print media campaigns in major daily newspapers, regional publications, ethnic media, and colleges, and $100,000 on LAPD­ Recruitment Section specific event advertisement. At this point, $200,000 is undesignated pending review of successful advertising activities over the next few months based on internal surveys. The remaining $200,000 in the budget is for Reserve Officer recruitment purposes. The advertising dollars for this year's campaign have been redirected as appropriate as a result of the information obtained from last year's Police Officer candidate appointments (see attachments F-1). For example, ·the amount of money spent on radio has been reduced because it did not generate the desired numbers. ·

The advertising campaign will also find its way into venues that have not been used in the past, with the intention to become a presence throughout the community. There is a great deal of competition among law enforcement agencies in the Southern California area for the same potential candidates, so a focus of our campaign will be to be seen in all the usual, and a number of unusual locations. In an example of a previously untried media location, recruitment posters are currently located on all Dash buses throughout the City. Ads on routes that carry large numbers of persons who fit the specific hiring goals of the Department have been customized to reflect those demographics and will be rotated periodically.

Street banners have been ordered and locations are being identified in the target communities throughout the City. Mobile billboards will travel southland streets in the summer focusing on areas where potential candidates congregate during the summer, such as the beach communities and the major recreation areas, including the Sepulveda Basin and Hansen Dam. In the fall and during the holiday seasons, these moving advertisements will focus on the areas surrounding the major regional shopping malls, college campuses, and sports venues. Aircraft will fly aerial banner ads along southland beaches and above major beach events in Los Angeles County and Orange County during the months of July and August.

Print advertising will continue to be placed in college student newspapers, minority and ethnic publications, gay and lesbian media, local sports and fitness publications, and general local dailies such as the LA Times. Also identified are church publications such as the Tidings (Diocese of Los Angeles), active and retired employee organization publications, organizations associated with LAPD

3 AFRICAN AMERICAN FOCUS 2004-2005 ATTACHMENT A

EVENTS ATTENDED - LAPD Recruitment Section

Black History Month Expo - Crenshaw Christian Center · Black Business Networking Event- Crenshaw Christian Center 2004 National Urban League Conference Employment Zone- Detroit, Ml Los Angeles Urban League American Cancer Society Relay for Life Los Angeles Urban League - LAPD Career Seminar Los Angeles Urban League - LAPD Written Examination Los Angeles Black Business Expo NAACP Career Fair Senator Kevin Murray 6th Annual Career Fair Los Angeles Southwest Community College - Classroom Presentations Compton Community College - Classroom Presentations Compton Community College - 7th Annual Career Fair Southeast LA Watts Worksource Spring Job Fair Urban League of San Diego County Job Fair Shomex Diversity Career Fair Pilgrim Missionary Baptist Church Fair Great Ebenezer Baptist Church Annual Career Day/Community Job Fair Nexposition Career Fair

TOTAL: $9,150

ADVERTISING

LA Watts Times LA Focus LA Sentinel Southern Christian Leadership Magazine The Black Dollar- The official newspaper of Recycling Black Dollars Our Weekly- Los Angeles The Wave Group

TOTAL: $25,000.00

HISPANIC FOCUS 2004-2005 ATTACHMENT 8

EVENTS ATTENDED- LAPD Recruitment Section

Latina /LGBT Pride Association 7th Annual Cinco De Mayo National Hispanic Women's Conference

TOTAL: $1,000

ADVERTISING

La Ola Eastside Sun Cal State LA College of the Desert East LA College

TOTAL: $7,598 LaHola 5.80 x 10.pdf East LA College 6 x 10.5 2.psd ASIAN AMERICAN FOCUS 2004-2005 ATTACHMENT C

EVENTS ATTENDED- LAPD Recruitment Section

Tour of Recruitment Section for Korean Youth and Community Center members Korean American Community Night at Dodger Stadium 12th Annual Thai Cultural Day - Barnsdall Park - Los Angeles Golden West Information Workshop- Huntington Beach The National Pacific Islander Educator Network Annual Career Fair- Cal State Long Beach Meeting with Mayor Hahn's Aide Alex Kim regarding API Heritage Month Meeting with Long Beach Press Telegram 2005 Intercontinental Conference on Terrorism and Asian Organized Crime Asian Pacific Islander American Heritage Month Celebration Chinese Chamber- Sheriff Advisory Group Presentation 2004 Asian Diversity Career Expo

TOTAL: $1,150

ADVERTISING

Asian Journal Chinese International Daily News Korea Daily News Rafu Shimpo Korea Times Sing Tao Daily News Orange Coast College

TOTAL: $15,000 Orange Coast College 3 x 10 2.psd GAY & LESBIAN FOCUS 2004-2005 ATTACHMENT D

EVENTS ATTENDED - LAPD Recruitment Section

Outfest 2004 Los Angeles Gay and Lesbian Film Festival - Hollywood Latina/LGBT Pride Association Festival - Los Angeles LA Rodeo at Equestrian Center- Burbank Gay Life Expo Los Angeles - LA Convention Center Gay and Lesbian Community Center- San Diego Long Beach Gay and Lesbian South Bay Community Center Gay and Lesbian Canvassing for Inland Empire- San Bernardino Los Angeles Leather Coalition - Silver Lake Area Stonewall Democratic Club Membership Meeting Long Beach Lesbian's Gay Pride Festival - Marina Green Park Recruiting Police Officers in Gay, Lesbian, Bisexual and Transgender Community Luncheon Uptown Gay and Lesbian Association Presentation Christopher Street West Parade - West Hollywood

TOTAL: $1,765

ADVERTISING

The Lesbian News The Advocate LA Rodeo Big Horn Rodeo Las Vegas Bugle Frontier Magazine Bay Area Reporter Black Pride Celebration In Magazine Gay Men's Chorus

TOTAL: $15,000 Frontiers 7.333 x 12.pdf GENERAL RECRUITMENT ACTIVITIES 2004-2005 ATTACHMENT E

SUMMARY OF EVENTS ATTENDED

53 Local Area College Career Fairs $7,888 7 Local Expos $3,769 25 General Career/Job Fairs $29,154

EXAMPLE OF EVENTS ATTENDED 2004 LA Triathlon Expo 1Oth Annual America's Finest Law Enforcement Expo The Fit Expo 2005 Women's Expo Long Beach Grand Prix 2005 The Employment Guide 2004 Job Fair Diversity Job Fairs.com Job Fair Jobsummit.com Los Angeles Job Fair 2005 Auto Club 500 Nascar Nextel Weekend National Career Fairs Working World Job Fair Orange County Register Career Fair Long Beach Press Telegram Career Fair LA Marathon Quality of Life Expo 2005 Vandenberg Air Force Base Job Fair Employment Guide Career Fair Social Work Job Fair 2005 West Hollywood Community Job Fair

ADVERTISING

Various College Student Newspapers $10,800 LA Times Orange County Registar LA Newspaper Group Generai/Multiethnic Publications TOTAL PRINT: $103,000 BILLBOARDS: $98,000 ATTACHMENT E Freeways in Los Angeles or surrounding areas: Santa Ana Freeway, Long Beach Freeway, Artesia Freeway, San Diego Freeway

Major Thoroughfares such as: Santa Monica Boulevard in West Los Angeles, Van Nuys Boulevard/Laurel Canyon in Pacoima Martin Luther King Boulevard in the Crenshaw District, La Cienega Boulevard in Baldwin Hills

TV/RADIO/ELECTRONIC MEDIA

30-second recruitment ad on KNBC $97,000 JACK FM 93.1 KROQ KKBT KYSR- Burbank Clear Channel KJLH KPCC- Pasadena City College V1 06.3 - Antelope Valley Newstalk 1470 AM- Las Vegas KPWR KNX KFWB- Dodger Radio KVEG- Ventura County TOTAL: $660,000

MOVIE THEATERS

LAPD vignette To Protect and To Serve at movie theaters on 97 screens located in Hollywood, Tarzana, Long Beach, Northridge Pasadena, Culver City, Glendale, Van Nuys Lancaster, City of Industry, and Agoura Hills $220,000

LAPD Slide in pre-show presentations on all screens/shows at the Magic Johnson Theaters $4,000

INTERNET

Revision of JOINLAPD.com website $40,000 LANG Almanac 8. 75 x 11.pdf Orange County Register May 11.pdf

LAPD Cal State Long Beach 6x8.psd u.. 1-z w :I: :c s~

ATTACHMENT H ..

D 26.3°/o

• Billboards/Banners- 351 • Cable{TV- 119 D Print-231 • Recruitment Activities-1103 • Other Internet-730 • JoinLAPD.com-976 • Monster.com-49 11 College-328 • Theatre-12 o PO Fnend,etc.-1,457 • Radio-179 ·' f