CCPD Recruitment Campaign Can Be Seen

Campaign Book CCPR Ali Alzaabi Matthew Barrett Stephanie Frazier Devin Lainer Rendha Maharosa Chris Marsillo Cassandra Pettey Brianna Weathers

Executive Summary The Chesterfield County Police Department (CCPD) serves over 343,600 residents with 500 sworn officers, 100 civilian employees, and more than 200 volunteers. Chesterfield County is located outside of Richmond, VA. The CCPD was established in 1914 and recently swore in Colonel Jeffrey S. Katz as the eighth Police Chief in the department’s history. The Department is currently working to recruit new officers between the ages of 20 and 35 years old. The CCPD’s problem is there lack of ability to recruit a sufficient number of new recruits. The desire for new recruits stems from an increasing rate of retiring officers. The department is looking to hire new, young recruits who want a career with the CCPD. They are focused on millennials, recent college graduates and military veterans. The department actively recruits in New York State due to an abundance of potential recruits in New York seeking employment. For others factors such as more job opportunities, geographic location and affordability. CCPD faces issues with the social and political climate regarding police officers. Millennials are conscious of the social climate in the United States and are highly aware of police brutality in the news. Millennials are seeking benefits that include telecommuting and volunteer time. CCPD also faces issues with recruitment efforts such as recruitment collateral, website design and advertising techniques.

1 Table of Contents Executive Summary ...... 1 Table of Contents ...... 2 Meet the Team ...... 4 Research ...... 6 Key Research Findings ...... 6 Client Background ...... 7 Vision Statement ...... 7 Mission Statement ...... 8 Current information ...... 8 SWOT Analysis ...... 9 Key Publics ...... 10 Internal publics: ...... 10 External Publics: ...... 10 Communications Audit ...... 13 Chesterfield Police Department ...... 14 City of Richmond Police Department ...... 15 Henrico Police ...... 16 Virginia Beach Police Department ...... 17 Hampton Police Division ...... 18 Alexandria Police Department ...... 19 Social Media Takeaways ...... 20 Social/Political/Economy Context ...... 21 Social ...... 21 Economy ...... 22 Political ...... 22 Industry Research ...... 23 Recruitment ...... 23 Salary and Benefits ...... 24 Equipment, Shift Assignments & Leave ...... 24 Training & Continuing Education ...... 25 Retirement ...... 25 Job Categories ...... 25 Analysis of Competition ...... 26 Analysis of Media Outreach/Media Coverage ...... 29 Primary Research ...... 30 2 Survey ...... 30 Brand Opportunities ...... 33 Goals and Objectives ...... 34. Budget ...... 37 Timeline ...... 38 Editorial Calendar ...... 38 Gantt Chart ...... 39 Evaluation ...... 40 Appendix ...... 42 Brand Standards ...... 42 Tone of Voice ...... 42 PSA Placement Information ...... 43 Radio Station Information ...... 43 Television Station Information ...... 49 Sample PSA Placement Inquiry Letter ...... 51 $1,500 Bonus Advertisement Suggestions ...... 52 Prototypes ...... 53 Webpage Redesign ...... 53 Chesterfield County Police Department Homepage . . . . 53 Chesterfield County Police Department Recruitment Page . 55 Recruitment Fair Assets Redesign ...... 57 Flyer ...... 57 Brochure Redesign ...... 58 Tshirt Design ...... 59 Sticker Design ...... 60 Mug Design ...... 60 Hat Design ...... 60 Alternative Tshirt Designs ...... 61 $1,500 Bonus Advertisement Prototypes ...... 62 References ...... 63

3 Meet the Team Ali Alzaabi is a Public Relations major at Virginia Commonwealth University. Born in Alexandria, Egypt, he moved a lot as a child which helped create his outgoing personality. He manages the online website Mélange boutique in Kuwait and is currently working on start-ups in his home country of the United Arab Emirates.

Matthew Barrett is a senior at VCU studying Mass Communications with a concentration in Public Relations. His internship experience includes working for a state senator and at a local church. He has a passion for helping others while using his creative experience to communicate effectively.

Stephanie Frazier is a Senior graduating from VCU in December with a Bachelor’s of Science in Public Relation and a Minor in General Business. During her time at VCU, she has the privilege of interning with the Children’s National Hospital Foundation and served as the External Director for VCU’s Dance Marathon program which raised over $25,000 for the Children’s Hospital of Richmond. She is hoping to continue her non-profit work in an agency in the DC area after graduation.

Devin Lainer is a senior at Virginia Commonwealth University majoring in public relations and minoring in general business. She is thrilled to work in the public relations field and continue her passion for writing. Along with writing, Devin loves animals, planting and adding to her plant collection, cooking and traveling. 4 Rendha Maharosa is a dual-degree seeking student studying marketing, concentrating in product and brand management, and public relations. She is also a student at VCU’s da Vinci Center working towards a certification in product innovation. She has a passion for storytelling through digital marketing and branding. In her free time, Rendha loves trying new Richmond foodie spots and traveling to music festivals.

Christopher Marsilio is a Public Relations major with a minor in General Business. He hopes to work in Public Relations for a nonprofit or in the sports/ entertainment industry. When he is not working for his internship, you can find him out for a jog through Richmond or at the gym.

Cassandra Pettey is a Senior at Virginia Commonwealth University majoring Public Relations with a minor in History. She hopes to combine these two interests by doing public relations for museums. When she’s not working or in class, Cassandra enjoys creating architectural models of famous landmarks.

Brianna Weathers is a senior at Virginia Commonwealth University. She is majoring in Public Relations and minoring in business. Brianna aspires to be a PR specialist in the entertainment industry. She enjoys spending time with family and friends, reading and shopping in her free time.

5 Research Key Research Findings The CCPD does not have a set plan to promote their current social media sites, increase followers, and activate the current audience. We found that the CCPD has a lack of followers and engagement in comparison to competitors. Their biggest competitor is Henrico County Police Department. 1. The main target audiences are: • Millennials • College Students • High School Students • Chesterfield Community • Potential New York recruits 2. The CCPD does not highlight their multiple social media sites on their homepage with hyperlinks to the separate accounts. 3. Given the current climate regarding police brutality and countless stories online and in the media, millennials are more skeptical of police officers. 4. Upon researching the atmosphere in the policing industry, many police departments in Virginia had similar ethics and standards.

5. The CCPD does not have a solid mission statement in place. 6. Brand standards for the CCPD are in-cohesive and undeveloped. 6 7. When it comes to northern recruits the region does not matter since the demographics of the audience are still the same. 8. Millennials have a strong desire to serve a purpose in the world, but they are hesitant to become a police officer and to serve their community due to the social, political, and economic implications.

Client Background The CCPD Serves over 343,600 residents and is responsible for a 437 square mile county. The CCPD serves 25 communities with 500 sworn officers and have established a strong relationship with the residents (Chesterfield.gov). In addition to the sworn officers, more than 100 civilian employees and 200 volunteers strive to keep Chesterfield County safe and secure. The dually accredited department strives to uphold professionalism standards while participating in the community and building community relationships. The department’s accreditations include the Virginia Law Enforcement Professional Standards Commission, in 1998, and the International Commission on Accreditation for Law Enforcement Agencies, in March 2017. Vision Statement “The Chesterfield County Police Department is committed to being a nationally recognized leader in law enforcement through hiring, training, and promoting the finest police professionals. Our department is dedicated to the use of innovative and adaptive law enforcement technology, as well as implementing effective crime prevention strategies with our community partners. We are devoted to ensuring the safety and security of our community through exceptional service.”- Chesterfield County Police Department homepage

7 Mission Statement “To serve the people of Chesterfield County with integrity and Professionalism. To protect the quality of life, safety, and security of our diverse community through proactive enforcement efforts and effective crime prevention strategies. To lead the community in solving problems and building partnerships.”-Chesterfield County Police Department Website Current information • Headquarters: Chesterfield Court House, VA • Number of employees: 726 • Sworn members: 535 • Unsworn members: 191 • Budget for fiscal year: $61,976,600

8 SWOT Analysis Strengths Weaknesses Funding: $62 million annually Diversity: Minority groups have a low Benefi t:includes take-home vehicle, representation. permanent shift assignments, 33 paid days Branding: Their slogan is unrecognizable off, and a furnished uniforms and their brand collateral is not cohesive. Opportunity for advancement Social Media: The CCPD does not Paid Training frequently utilize social media and lacks Dually Accredited Agency: Both the a presence on some major social media Virginia Law Enforcement Professional networks. Standards Commission in 1998 and the Website: The Chesterfi eld Conty site is international Commission on Accreditation home to the CCPD webpage which lacks for Law Enforcement Agencies in March information and an ease of use. 2017. Turnover rate: Offi cers are retiring on a Educational program: $1200 given to you per year for career advancement, rate of four offi cers per month. discounted tuition, can receive credits from your time at the academy at different colleges, 10 years student loan forgiveness program

Opportunities Threats Community Works: The main target Public Perception: Tensions and attitudes public of the CCPD, Millennials, enjoys are raised on a national level towards to community service and community police offi cers. betterment. The CCPD provides Competition: There are a variety of local them with the opportunity to make a law enforcement opprotunities in central difference in a community. Virginia beyond the CCPD. Signing Bonus:The CCPD was recently Low Recruitment Attraction: Millennials approved to offer a $1,500 signing bonus are unintrested in pursuing policework as to qualifi ng recruits. a career. Social Media: County leadership has reduced restrictions on some social media networks, allowing the CCPD to explore new avenues for audience interaction.

9 Key Publics With many officers retiring in the coming year, CCPD is attempting to recruit millennials . They are recruiting in New York, Virginia and southern military bases. Internal publics: • CCPD’s recruitment team ◊ Career fairs ◊ College visits ◊ Pink power triathlon (for female recruits) ◊ Gay pride festival • CCPD’s social media team ◊ Social media coordinator ◊ Secondary officer in charge • CCPD’s Media and PR team ◊ County administrator, board of supervisor External Publics: Millennials: Born between 1981 and 1996 (ages 21-35), Millennials are currently the largest living generation with over 75.4 million members (Pew Research Center). They are expected to surpass the Baby Boomer generation in population by 2019, making it the new largest generation (Pew Research Center). The millennial population is projected to peak in 2036 at 76.2 million (Pew Research Center). Millennials say the top issues facing their generation are economy (29 percent), racial tensions (15 percent) and terrorism (13 percent) (The Millennial Study). Millennials may absorb information better through online training, opposed to a traditional classroom setting (Millennials in Law Enforcement). 10 Millennials in Law Enforcement: A poll taken in 2015 found that less than half of millennials trust the police (Washington Post 2015). Millennials prefer training to be interactive and flexible, which can be done so through online lecturing and multimedia formats that allow officers to engage and interact with the material, or through group work where officers can interact with one another (Millennials in Law Enforcement). It has been found that 75 percent of millennials reported wanting to have a mentor in the workplace and 90 percent of millennials say they want others/leaders in their company to listen to their ideas (71% Of Millennials Want Their Co- Workers To Be A ‘Second Family’). College Students: Approximately 1 in 5 students are the first in their family to attend college (The American Freshman: National Norms Fall 2016). Two-thirds of students identify as white (The American Freshman: National Norms Fall 2016). The “American norms” among college freshman include a greater and heavier emphasis on importance of life goals of influencing the political structure and social values, cost of higher education (specifically among women and students of color). Ideology and propensity toward leadership distinguish military-affiliated students: Military-affiliated students describe their political orientation as more conservative than all first-year freshmen. “Nearly half (47.7 percent) of incoming students on active duty describe their political orientation as either “far right” or “conservative.” More than one quarter of those in Reserves/National Guard (29.2 percent) and discharged veterans (28.4 percent) reported the same, while only 22.2 percent of all first-year freshmen students rate themselves as right-of-center, (The American Freshman: National Norms Fall 2016). 11 High School Students: About 4.0 million public school students are expected to enroll in 9th grade in fall 2018 (National Center for Education Statistics). The percentage of high school dropouts among 16- to 24-year-olds declined from 10.9 percent in 2000 to 6.1 percent in 2016 (National Center for Education Statistics). Family members are reported to be the biggest influence on high school students when it comes to thinking about education after high school (Stats in Brief), while a mixture of friends and self-influence feeds into high school students choosing a career School staff was reported less frequently as being an influence among high school students. Few students (6 percent) indicated that a teacher had the most influence on their thinking about careers, and only 3 percent indicated that a counselor had the most influence on them (Stats in Brief). Chesterfield Community: Total population of Chesterfield County was 343,599 as of July 1, 2017 (U.S. Census Bureau). Of that population, 28.3 percent is under the age of 18 and 51.8 percent of the population is female

12 Communications Audit The CCPD’s social media presence has traditionally been restricted to certain platforms, which hinders its ability to connect with the community. Chesterfield is one of the largest counties in Virginia, but the department’s use of social media sites is lacking in terms of interactions, followers and content. The social media sites that were audited include: Facebook: A social media and social networking site that allows users to create original posts with text and media, create and share events, and connect with businesses, groups and people. Users can comment on other’s posts as well as share their posts on their own profile.

Twitter: An online news and social media site that allows users to create messages called “tweets.” Tweets are restricted to 280 characters and can include text, photo and video. Users can respond to the content of others and “retweet” the content of others on their profile in addition to creating their own original post. LinkedIn: A professional social networking site that utilized in order to find jobs, post jobs and connect with companies, employees and professional peers. Users can create their own original post, comment on the post of others and share the content of others. Instagram: A photo and video-sharing social networking site. Users can connect with people, 13 businesses and groups through Instagram and comment on their photos/videos. An audit of CCPD’s and competitors’ social media platforms and website was created to show the use of each platform and best practices.

Chesterfield Police Department Website: Primary website is an extension of Chesterfield County, Virginia’s government website. On the website there is information on crime, community, opportunities to volunteer and a forum to report any complaints. The homepage includes contact information, a calendar of events and links to recruitment information and police records. Facebook: 18,417 likes and 18,639 follows. Facebook profile has consistent posts with an emphasis on “community” and utilizing photos with almost every post. Facebook says CCPD typically replies to Facebook messages “within a few hours,” meaning the page is actively engaging on this platform and attentive. Twitter: 4,871 followers. Activity is sporadic, and engagement is low. CCPD’s main activity on this platform is retweeting the content of others versus creating and posting original content. There is almost no engagement with other users on their original posts. LinkedIn: 157 followers and profile does not have a photo, company details or “About” section to describe the profile. Instagram: No Instagram profile exists, however there are a little over a dozen posts that include the hashtag #ChesterfieldCountyPoliceDepartment 14 City of Richmond Police Department Website: Primary website is an extension of the City of Richmond, Virginia’s government website. On the homepage of the website there is contact information, a calendar of events, information on crime, community, opportunities to volunteer, recruitment information, statistics about crime in the City of Richmond and related articles from other platforms. Links to the social media are available on their homepage but not highlighted. Facebook: 34,053 likes and 33,632 follows. There is consistent content that includes both crime-related content and community- related content. Strong engagement shown through the consistent responses to users. Twitter: 45,000 followers. Consistent updates are seen on the profile with original content being posted almost every day. Engagement with other users is consistent. LinkedIn: No profile exists. Instagram: 1,830 followers. Content is posted consistently throughout the week and there is high engagement with other users.

15 Henrico Police Website: Primary website is an extension of the Henrico County, Virginia’s government website. On the website there is contact information, a calendar of events, information on crime and community, employment information and public data. The homepage includes the department’s “Values” and “Mission.” Facebook: 20,651 likes and 21,515 follows. There are consistent updates on the profile that include photos, community- related content and crime-related content. The page uses the same content on all platforms of their social media by sharing the content from their other platforms of social media on Facebook. A social media strategy is apparent, the page utilizes #ThrowbackThursday and #FlashbackFriday posts every week to maintain consistency of posts. Twitter: 13,400 followers. There are consistent updates throughout the week and engagement with other users is high. LinkedIn: 80 followers. The profile is updated with current pictures and a detailed section that describes their business. All content is original and does not contain any shared content from other profiles. Instagram: 1,123 followers. Content is posted consistently throughout the week and there is high engagement with other users.

16 Virginia Beach Police Department Website: Primary website is an extension of the City of Virginia Beach, Virginia’s government website. On the website there is contact information, recruitment information, how to file a police report, cold case unit information, crime statistics, and information about their four accreditations. Links to social media are not highlighted on the homepage except for one mention on the ribbon on the right. The lack of social media presence shows that it is not a priority to the department. Facebook: 34,967 likes and 34,894 followers. The Facebook page is very active. The page replies to messages within an hour, has multiple Facebook events that are updated regularly, videos that are boosted appropriately to specific areas, and has high engagement with likes and comments. A prime example of a police department interacting with the community. Twitter: 71.4 thousand followers, 9,363 tweets, and 730 total likes. The page has consistent updates and engagement with an average of 6 posts per day. The page was difficult to find when searching through Twitter. LinkedIn: No profile exists. Instagram: No Instagram profile but has been tagged over 1,000 times with #VirginiaBeachPoliceDepartment.

17 Hampton Police Division Website: Primary website is an extension of the City of Hampton, Virginia’s government website. On the website there is contact information, recent news releases, information about the Chief of Police, a calendar of events, crime rates, archived press releases, and safety tips. Links to social media are available on the homepage and are highlighted underneath the main search bar in the upper, right hand corner. The search bar and links to social media are available on every section of the website. Facebook: 43,961 Likes and 47,770 Follows. Highly active on Facebook with high engagement on posts. Every post is accompanied with a photo and many have creative design aspects. The pages uses “national” days to their advantage to create unique content that humanizes the police department. Twitter: 7,494 followers, 4,928 tweets, 161 following and 986 likes. Tweets average one post per day with every tweet accompanied by a photo or video. Utilizes the same photo for every news release post which creates consistency for followers. LinkedIn: No profile exists. Instagram: Does not have an Instagram profile directly for the police department. On the website’s homepage the Instagram link directs to the government’s Instagram.

18 Alexandria Police Department Website: Primary website is an extension of the City of Alexandria, Virginia’s government website. On the website you can find contact information, a calendar of upcoming events, information on crime and how to report a crime online, the department’s mission, recruitment information, and related articles from other platforms. Links to social media are available and highlighted multiple times on the homepage. Facebook: 13,632 likes and 13,978 follows. The page highlights local events, traffic and crime reports. The page typically replies to messages within a few hours and often replies to comments on their page. Overall, an average Facebook page with some interesting content supported by photos and event pages. Twitter: The pages has 65.9 thousand followers, 17.7 thousand tweets, 678 people following the site, and 14.3 thousand likes. There are consistent updates throughout the week with the page tweeting more than once a day and extremely responsive to comments. LinkedIn: No profile exists. Instagram: 2,153 Followers, 147 Following the page, and 728 total posts. The Instagram page is cohesive with regularly occurring hashtags and black and white filters on photos. The department posts at least three days a week and sometimes more.

19 Social Media Takeaways The CCPD should establish cohesive postings that include photos for every post on Facebook, Twitter and Instagram with appropriate filters that match the brand. The social media coordinator should create a content calendar that utilizes a specific strategy that will include how often they should post on each platform and what they should post about. The CCPD should develop a universal hashtag that can be used for every post on all platforms. It will increase the department’s brand recognition and brand awareness with other users, and allow users to find similar content that can be created under the hashtag. The department should also utilize national holidays such as, “National Small Business Day,” to attract more people to their pages and to create unique content that is relevant to their audiences. The CCPD must enhance their multiple social media sites on their homepage by including hyperlinks to each account under their search bar in the upper, right hand corner and on a ribbon running down the website. The website should also have a section that directly reposts the highlighted Facebook and Twitter posts back to the website, which will in turn redirect website traffic to the social media pages. In addition, CCPD needs to develop a LinkedIn profile and use it for their recruiting efforts. The Henrico County Police Department, the CCPD’s main competitor, has more advanced and active social media accounts. The difference in the number of Twitter followers shows that Henrico County Police Department has an edge in reaching their community. Chesterfield is currently working on establishing an Instagram profile, while Henrico County has an established account with more than 1,000 followers. In terms of Facebook, the two counties are very close in follower count and content. It is clear that Facebook is the first social media account utilized by the counties based on the size

20 of their follower counts. It is also important to note that Facebook reaches an older demographic. Twitter and Instagram target a younger demographic which includes the millennials that the CCPD is trying to recruit; therefore, the department needs to work on creating and maintaining their outreach on Twitter and Instagram.

Social/Political/Economy Context It has become harder to recruit new officers due to the backlash that police officers have received in recent years. Many millennials are opting to work at nonprofit organizations or jobs with benefits that include, but not limited to: telecommuting and volunteer hours (NonprofitTimes 2017). Some argue that police work is too dangerous, while others think there is a sense of duty to keep a community safe. Social Chesterfield County is the 4th most populated county in the state of Virginia. Despite the tension amongst police officers and communities in the news, the Chesterfield County Police Department works hard to maintain strong ties with the community. Project Lifesaver is a community service event that helps save lives and reduces the risk of injury for adults and children who wander because of disorders including Autism, Dementia etc. All of Project Lifesaver’s 3000 searches in the past 18 years have been successful.

On social media platforms like Facebook and Twitter, the activity and engagement level differs. The department is most active on Facebook with almost 19,000 followers. They post regularly and interact with community members. Chesterfield 21 County Police Department has 5,171 followers on Twitter. This is significantly less than their Facebook count (Chesterfield.gov). The Chesterfield County Police Department has a Nextdoor account which is a private social media network for neighborhoods. On this site, Chesterfield County police can post announcements about upcoming events and interact with community residents. For example, the department posted that they would be in a neighborhood handing out flyers about their upcoming neighborhood clean-up. On average, they post on this page about twice per week. Economy For the 2018 fiscal year, Chesterfield County Police Department has a budget of $61,976,600. The department also received grants that will contribute to recruitment advertising. The starting salary for new officers is $44,289 and also receive full insurance benefits. As of September 28, 2018, the average salary for patrol police officers in the United States was $54,049. It can range between $50,470 and $58,887. These salaries depend on a variety of factors such as education, skill level, certifications and overall experience. In comparison to the national average, Chesterfield County’s annual pay is lower. Political The Chesterfield County Police Department operates as a public servant to those that live in the County of Chesterfield. The police department is funded by the citizens of the county, therefore they are employed by the citizens and are sworn to serve them. Law enforcement institutions have a duty to keep up with the integrity, legitimacy and ethics to its employer: the citizens of the locality that they serve.

22 Over the past several years, law enforcement has faced difficult challenges concerning corruption, systematic racism and transparency which leads to public distrust and antipathy towards the industry. The court systems and civilian boards are set in place as a checks and balances system for law enforcement to ensure justice and fairness for all parties. The Chesterfield County Police Department website also offers a service for the public to address concerns or complaints they might have with the department.

Industry Research Every industry has its own set of benefits and issues. In the 1980’s it was difficult for minorities to be a part of a police department because of stigma and stereotypes that came with minority crimes, but that has changed drastically in the last 30 years. Upon researching the atmosphere in the policing industry, we discovered police departments in Virginia had similar ethics and standards. The CCPD website has in-depth statistics about their recruitment, salaries, training, benefits, job categories and crime numbers. Recruitment The CCPD recruitment process fields many potential applicants. In 2017, the personnel unit processed 3,934 employment applications. Of those applicants, they tested 435 police recruit applicants, completed 114 background investigations, hired 72 new full-time employees. In 2017, the training unit graduated 33 police recruits and graduated 5 pre- certified officers (chesterfield.gov). 23 Salary and Benefits New officers begin with a base salary of $44,289, unless they are a pre-certified officer from the state of Virginia. Every July, county employees receive a cost of living /merit increase. In recent years, that increase has been 2-3 percent. Additionally, officers can progress through a five-step career development program that offers 4-5 percent increases. To continue on for a promotion, officers apply, test and interview for promotional assignments. The panel or ultimately the chief will make promotions. There is a set amount of time that each has to spend in each level before progressing. Officers can also put in for supervision after 5 years (chesterfield.gov). CCPD officers’ full insurance benefits include: • Flexible Spending Accounts • Free accidental death and dismemberment policy to four times your salary • Free life insurance coverage to twice your salary • Long-term care insurance • Long-term disability program • Medical and dental coverage • Short-term disability program provides 60% of your income after elimination period • Workers’ Compensation Insurance Equipment, Shift Assignments & Leave Officers also receive furnished equipment and vehicles. They are eligible for 15 days military leave per year for annual military training and 33 days paid time off. Following completion of basic academy, officers receive a take-home vehicle, a uniform and furnished equipment (chesterfield.gov). 24 Training & Continuing Education Officers are able to continue their education through the Career Development Program and Position Readiness Education Program. The CCPD offers tuition assistance reimbursement for officers pursuing an educational degree during their time with the department. They receive continued training at the regular in-service and training at the Chesterfield County Public Safety Training Center. The department also officers the 529 College Savings Plan, Employee Assistance Program and Employees’ Federal Credit Union. Retirement Following their service with the CCPD, retired officers receive full retirement benefits through the Virginia Retirement System. Retirees 55 years or older with 15 years of full-time service will receive health and dental care (chesterfield.gov). Job Categories The CCPD offers a variety of jobs for officers who have given service for 2 years. These jobs include but are not limited to: • Campus/school resource officer • Canine officer • Crime prevention officer • General detective • Vice and narcotics detective • Traffic section officer

• Special victims detective • SWAT team officer and marine patrol officer.

25 Analysis of Competition Potential recruits also look at income and benefits that the job can provide. A comparison between selected police departments in Virginia was used to show the starting salary and average income of officers in each department. The data cited in the informational chart below comes from the following websites: Data USA, The CCPD, The Richmond City Police Department, The Henrico County Police Department, The Virginia Beach Police Department, The Hampton Police Department, The Alexandria Police Department, Chesterfield County Public Schools, Richmond City Public Schools, Henrico Public Schools, Virginia Beach Public Schools, Hampton Public Schools, and Alexandria Public Schools.

Police Salary Standard of School System Department Living Chesterfield Starting salary of Median household All schools accredited. County Police $44,289. income $76,059. Department Chesterfield County Median property Public Schools value $231,600. educates more than 58,000 students in 62 schools. Richmond City Starting salary Median household Richmond Public Police Department of $41,000 that income of $41,187. Schools serve around increases to 24,000 students in 25 $42,000 after Media property value schools. completion of the of $199,300. Academy. RCPS have one charter school and Top salary is up three specialty schools to $82,106 as a police officer with career development and time in service.

26 Henrico Police Starting salary of Median household Henrico County Public Department $44,989.96. income $66,337. Schools is the sixth largest public school Top Salary of Median property division in Virginia (72 $80,843.00 value $223,900. schools and more than if in Career 50,000 students). Development Program. HCPS won the most 2018 Virginia Index of Performance awards.

HCPS leads central Virginia in teachers certified by the National Board for Professional Teaching Standards. Virginia Beach Starting salary of Median household Virginia Beach Police Department $42,723.20 with a income of $71,117. County Public Schools 5% pay increase contains 82 schools. to $44,886.40 Median property upon completion value of $271,400. All schools received of the police accreditation. Academy. VBCPS has 15 Digital Top salary of Learning Anchor $77,230.40 as a Schools, which serve Master Police as pilot schools to try Officer. out national trends and best practices in digital learning before deploying them division wide.

27 Hampton Police Competitive Median household Hampton City Schools Department salary income of $41,890. have 19,013 students in the 32 schools. Median property value of $187,700.

More than 530 students from 35 countries, speaking 41 different languages Alexandria Police Starting salary of Median household Alexandria County Department $47,862.62. income of $89,200. Public Schools educates 15,493 in 16 Top salary of Median property schools. $91,365.04. value of $520,700 At the middle and high school levels, the Virginia Standards of Quality establish student to teacher ratios instead of class size caps.

The result of this competition analysis is that is shows that Chesterfield County is maintaining relevance with their competitors, but do not have a way to particular stand out in comparison with other local law enforcement. This means that for Chesterfield County to stand out among their competition, they can not rely on locality or payment and must persue other means to differentiate.

28 Analysis of Media Outreach/Media Coverage Every organization needs support from the community they serve and the best way to reach a community is through the media. CCPD generally does an exceptional job of trying to raise awareness for multiple issues through coloring their squad cars to match the awareness color for the issue. In the picture shown the car design has been recolored purple to raise awareness for Domestic Violence. Another example of the CCPD’s involvement in the community is their effort to raise awareness about the opioid crisis occurring in the United States. This flyer was posted on their Facebook page with the caption, “You can prevent medication misuse and abuse by removing expired and unused medications from your home regularly. Our next Medication Take-Back is coming up and we will gladly help you dispose of them for free! Please share this information with friends and family who don’t use social media.” CCPD uses their Twitter account to inform the community of upcoming charity events. The Battle of The Badges raises money for the Children’s Hospital Foundation. It is a softball tournament that involves all the police departments in Virginia to compete against each other for charity. CCPD posted this picture with the caption, “Gates open at noon. No matter who you’re cheering for, the kids are going to win! @RichmondPolice @VSPPIO @HenricoPolice #ColonialHeights @GoSquirrels @ HopewellPolice #havefunn #gonuts #donationswelcome #RVA.” 29 These are just examples of CCPD can use their expertise and create awareness for situations that occur in the county. Raising money for charity is another way for CCPD to show that they are members of the community. There are also other ways that CCPD can use the media to assist in combating other issues in the community.

Primary Research Survey Millennials have a strong desire to serve a purpose in their community. For primary research, a survey was circulated to VCU students This survey gauged how VCU students felt about law enforcement, and if they would consider working in the field. The survey also provided insight into what millennials looked for when applying for jobs. Student Survey: 1. Have you ever considered the police department as a career path? 2. What is most important to you as you look for a job? 3. What benefits do you look for a job to offer you? 4. Would you be willing to relocate for a job? 5. How do you think being a police officer would compare to other possible career paths? 6. Do you know anyone that works or has worked in law enforcement?

7. Would you be able to pass a physical test for a law enforcement job? 8. What is your perception of law enforcement?

30 9. Is there anything else you would like to share? 10. What is your age? 11. What is your ethnicity? Out of 61 responses, these were the results for the following questions:

1. Have you ever considered the police department as a career path? 77% NO 23% YES

2. What is most important to you as you look for a job? Salary, benefits and job satisfaction are the most important traits that that individuals look for in a job.

3. Would you be willing to relocate for a job? 11% NO 89% Yes

4. How do you think being a police officer would compare to other possible career paths? In comparison to other careers, being a police officer is more stressful and dangerous. However,some find the job to be rewarding as well.

5. Do you know anyone that works or has worked in law 31 enforcement? 25% NO 75% YES

6. What is your perception of law enforcement? The perception of law enforcement varies depending on the individual. The most common responses stated that they have mixed feelings toward law enforcement. For example, “There are some great people in law enforcement who took the career path for the right reasons. And then there are those who just want the power or the chance to target certain people.” The consensus is that law enforcement is a dangerous job, but it keeps citizens safe.

7. Is there anything else you would like to share? Most of the participants expressed that they had nothing else to share.

8. What is your age? 69% 18-24 years old 30% 25-34 years old 1% 35-44 years old

9. What is your ethnicity?

46% White 30% Black or African American 13% Asian/ Pacific Islander

32 6% Middle Eastern 3% Hispanic 2% Mixed

Brand Opportunities The CCPD utilizes inconsistent brand standards across the department’s marketing and communications. The recruitment materials used have no cohesive design and create a contradictory vision of the police department through differing color palettes and contrasting typefaces. The colors green and yellow are consistent throughout the department’s brand, but the shades and hues of the colors change from piece to piece. This creates a disconnect between each recruitment paper asset, causing the CCPD to look fragmented instead of a united force. The typefaces used throughout the materials also change constantly, this happening even within the same asset, making the information look disconnected. The most commonly used typefaces are San Serif fonts, which are appropriate for the information dense materials CCPD creates as it makes both reading posted copy heavy fliers easier and allows for more copy to be included in smaller spaces while minimizing audience confusion. The webpage for the CCPD contradicts the brand standards the print assets set by utilizing a completely different color palette from green and yellow to shades of blue. This makes the website look like it is not associated with the print recruitment materials and can cause interested parties to become confused to whether the website is for the correct police department.

33 Goals and Objectives Goal: To increase the number and diversity of qualified applicants for the CCPD’s police officer openings.

Objective 1: Create and implement a consistent brand standard for 75% of the Chesterfield County Police Department’s communication assets by July 2019. Strategy 1.1: Develop brand standards for the CCPD Tactic 1.11: Create a uniform aesthetic through brand typeface, color scheme and design Tactic 1.12: Re-create collateral based per brand standards Tactic 1.13: Redesign website to reflect brand standards for CCPD Strategy 1.2: Create marketing giveaways potential recruits Tactic 1.21: T-shirt for potential recruits Tactic 1.22: Mugs and thermos redesign Tactic 1.23: Stickers, with information on the non sticky part Strategy 1.3: Having a brand voice for social media Tactic 1.31: Post about the different communities in Chesterfield

Tactic 1.32: Show tasks that officers are involved in Tactic 1.33: Balance between crime and community

34 Objective 2: Increase CCPD’s visibility within African-American and Latino communities by 25% by July 2019. Strategy 2.1: Spend more time organically connecting with African-American and Latino prospective recruits in person Tactic 2.11: Go to events hosted by minority groups Tactic 2.12: Go to ethnically-diverse schools for recruitment events (HBCU’s) Tactic 2.13: Host community events in ethnically-diverse neighborhoods Strategy 2.2: Create messages geared towards ethnically- diverse communities Tactic 2.21: PSA in Spanish or subtitled Tactic 2.22: TV ad that includes Spanish speakers Tactic 2.23: Billboard showing diversity Strategy 2.3: Top 10 list of popular media use by minorities Tactic 2.31: Develop a list of media outlets that cater to the minority communities Tactic 2.32: Find TV shows popular to minorities Tactic 2.33: Advertising placement in minority podcasts

Objective 3: To increase CCPD’s engagement among millennials by 15% between January and July 2019. Strategy 3.1: Utilize social media for recruitment purposes. Tactic 3.11: Create ‘best practices’ guide for social media Tactic 3.12: Increase social media postings about recruitment and key messages Tactic 3.13: Create content calendar for social media 35 Strategy 3.2: To attract more millennial social media followers. Tactic 3.21: Utilize hashtags Tactic 3.22:Utilize online trends (memes, gifs) Tactic 3.23: Promotions to win : T-shirt, Ride along, Ball Caps Strategy 3.3: Website Redesign Tactic 3.31: Link from the Chesterfield County website to take you the department blog Tactic 3.32: Include three videos regarding useful tips for community Tactic 3.33: Include testimonials

36 Budget Item Cost Social Media Boosting $1,200.00 (6 months x $200 a month) 8.5x11 Flyers 140.00 (1,000 count x 0.14 cents each)

8.5X11 Trifold Brochures 160.00 (1,000 count x 0.16 cents each) Vinyl Stickers 175.00 (1,000 count x 0.18 cents each) Athletic Fabric Tshirts 15,000.00 (1,000 count x 15.00 each) Recruitment Fair Banners 100.00 (2 count x 50.00 each) Website Design/Development 5,000.00 Cotton Fabric Tshirts 7,500.00 (1,000 count x 7.50 each) Ceramic Mugs 3,860.00 (500 count x 7.72 each) Embroidered Hats 5,000.00 (500 count x 10.00 each) Subtotal $38,145 .00 Contingency (10%) 3,814.50 Total $41,959 .50

37 Timeline Editorial Calendar Communication action plan that organizes content production • Calendars must be flexible (i.e. breaking news could overturn media plans) • Helps arrange and plan campaigns • Planning content ahead of time helps with goal planning • Reveals and organizes how key public(s) responds to different types of messages on different platforms

38 Gantt Chart A Gantt chart is a bar chart that illustrates a project schedule. The modern Gantt charts also show the dependency relationships between activities and current schedule status. Below a sample Gantt chart for our CCPD recruitment campaign can be seen.

39 Evaluation Objective 1 ***Create and implement a consistent brand standard for 75% of the Chesterfield County Police Department’s communication assets by July 2019.

The consistent look and feel for CCPD communications will be evaluated through a brand standards audit in July 2019. An audit of all new collateral and materials will be evaluated against the brand standards document to see if there is an increase in the number of items upholding the new standards. A social media audit will be conducted to make to see if social media posts are upholding brand standards.

Objective 2 ***Increase CCPD’s visibility within African-American and Latino communities by 25% by July 2019.

The measure of the CCPD’s visibility within African-American and Latino communities will be evaluated through the number of ethnically diverse events the CCPD takes part in and the number of messages they generate that are geared towards minorities between January 1, 2019 and July 31, 2019.

40 Objective 3 ***To increase CCPD’s engagement among millennials by 15% between January and August 2019. The campaign will measure in the CCPD’s engagement among millennials by analyzing their social media followers and by measuring website analytics between January 1, 2019 and July 31, 2019.

Chesterfield County Police Department must create a consistent look and feel for the brand standards. The brand standards will be evaluated through an audit that will be conducted in July of 2019. New collateral and marketing materials will be compared to older materials. The audit will determine if there is an increase in the number of upholding the new standard. A social media audit will be conducted as well. Does the new collateral material get more impressions on social media? Hootsuite can assist in measuring this through URL clicks, shares and conversions.

Increasing CCPD’s visibility within African-American and Latino communities by 25% can be evaluated through the number of ethnically diverse events the CCPD takes part in and the number of messages they generate that are geared towards minorities between January 1, 2019 and July 31, 2019. This can also be measured by monitoring the number of minorities that apply to the job overall. The increase in millennial engagement can be evaluated by using website analytics such as Google Analytics and Hootsuite. Additionally, millennial engagement can be evaluated through the their involvement in volunteer opportunities put on by CCPD. The department can host career development events for millennials to increase engagement.

41 Appendix Brand Standards

R 0 C 0 Century Gothic G 0 M 0 B 0 Y 0 ABCDEFGHIJKLMNOPQRUSTUVWXYZ K 0

abcdefghijklmniopqrustuvwxyz #000000

Tone of Voice The Tone of voice for the CCPD brand is both authoritative and accessible. Because R 253 C 0 of the nature of the CCPD as an organization, G 183 M 31 B 26 Y 98 the CCPD correspondence should speak with K 0 authority but still remain easily understandable and accessible to the general public. #fdb71a The use of Century Gothic in having a high x-height and rounded features encourages a sense of friendliness and accessibility.

R 2 C 84 G 44 M 52 B 24 Y 82 K 71

#022C18

42 PSA Placement Information Radio Station Information Entercom Name Address Phone Contact Deadline Virginia News 3245 Basie Newsroom: Deanna Three days Network Road 800.768.6397 Malone lead time Richmond, VA Affiliate news director 804.474.0440 virginia 23228 Relations: newsnetwork.com deanna. 866.304.6397 malone@ Advertising: entercom.com 844.289.7234 Fax: 804.474.0167 WRNL 910 AM 3245 Basie Main Phone: Gregg Henson Three days Road 804.474.0000 Program lead time foxsportsrichmond. Richmond, VA Studio: director iheart.com 23228 804.345.0910 804.474.0180 Sales: 804.474.0121 Brett Pomykala sales manager brett. pomykala@ entercom.com WBTJ 106 .5 FM 3245 Basie Main Phone: Mike Street Three days Road 804.474.0000 program lead time 1065thebeat.radio. Richmond, VA Studio director com 23228 (The Beat): mike.street@ 804.345.1065 entercom.com 804.474.0174

Brett Pomykala sales manager brett. pomykala@ entercom.com 804.474.0121 WRVA 1140 AM 3245 Basie Main Phone: Gregg Henson Three days Road 804.474.0000 Program lead time 1140wrva.radio. Richmond, VA Newsroom: director com 23228 804.474.0166 804.474.0180 Studio: Percell Brown 804.345.1140 general sales manager 804.474.0455

43 WRVQ 94 .5 FM 3245 Basie Main Phone: Zac Davis Three days Road 804.474.0000 program lead time q94radio.radio. Richmond, VA Studio: director com 23228 804.345.9436 zac.davis@ entercom.com 804.474.0175

Brett Pomykala, general sales manager brett. pomykala@ entercom.com 804.474.0121 WTVR 98 1. FM 3245 Basie Main Phone: Zac Davis, Three days Road 804.474.0000 program lead time mix981richmond. Richmond, VA Studio: director radio.com 23228 804.345.9898 zacdavis@ iheartmedia. com 804.474.0175

Percell Brown, general sales manager 804.474.0079

44 Summit Media Corportation Name Address Phone Contact Deadline WJSR 100 .9 FM 812 Moorefield Phone: Melissa Chase 24 hours lead Park Drive, 804.330.5700 program director time star1009 Suite 300 Fax: melissa.chase@ richmond.com 804.330.4079 summitmediacorp. com

Julie Monafo sales manager julie.monafo@ summitmediacorp. com

Bill Bevins bill.bevins@summit mediacorp.com WKLR 96 .5 FM 812 Moorefield Main Phone: Melissa Chase 24 hours lead Park Drive, 804.330.5700 program director time classicrock965. Suite 300 Studio: melissa.chase@ com 804.345.7625 summitmediacorp. Fax: com 804.330.4079 Julie Monafo sales manager julie.monafo@ summitmediacorp. com

WKHK 95 .3 FM 812 Moorefield Main Phone: Garret Doll 24 hours lead Park Drive, 804.330.5700 program director time k95country. Suite 300 Studio: garret.doll@summit com 804.345.9595 mediacorp.com Fax: Julie Monafo 804.330.4079 sales manager julie.monafo@ summitmediacorp. com WURV 103 .7 FM 812 Moorefield Main Phone: Melissa Chase 24 hours lead Park Drive, 804.330.5700 program director time 1037play.com Suite 300 Studio: melissa.chase@ 804.345.1037 summitmediacorp. Fax: com 804.330.4079 Julie Monafo sales manager julie.monafo@ summitmediacorp. com

45 Radio-One Name Address Phone Contact Deadline WCDX 92 .1 FM 2809 Phone: Yonni Rude Three days Emerywood 804.672.9299 program lead time ipowerrichmond. Parkway, Suite Fax: director com 300 804.672.9316 yonnirude@ Richmond, VA Advertise: radio-one.com 804.501.0767 23294 804.501.0761 Clovia Lawrence news and community affairs director (PSAs) cllawrence@ radio-one.com 804.501.0744 WPZZ 104 .7 FM 2809 Phone: Reggie Baker Three days Emerywood 804.672.9299 program lead time praiserichmond. Parkway, Suite Fax: director com 300 804.672.9316 rebaker@radio- Richmond, VA Advertise: one.com 23294 804.501.0761 Clovia Lawrence news and community affairs director (PSAs) cllawrence@ radio-one.com 804.501.0744 WKJM 99 .3 FM / 2809 Phone: Yonni Rude, Three days WKJS 105 .7 FM Emerywood 804.672.9299 program lead time Parkway, Suite Fax: director kissrichmond. 300 804.672.9316 yonnirude@ com Richmond, VA Advertise: radio-one.com 804.501.0767 23294 804.501.0761 Clovia Lawrence news and community affairs director (PSAs) cllawrence@ radio-one.com 804.501.0744

46 WXGI 950 AM / 2809 Phone: Marsha Landess Three days WTPS 102 .7/1240 Emerywood 804.672.9299 general lead time ESPN Richmond Parkway, Suite manager 300 804.501.0719 espnrichmond. Richmond, VA mlandess@ radio-one.com com 23294 Mitchell Bradley program director 804.501.0725 mbradley@ radio-one.com

47 Independent Name Address Phone Contact Deadline Boomtown Regency General Claire Schaffner Contact Radio Square Mall Manager: general manager general mgr. (WBTL 4 .1 1420 N. Parham 804.314.8009 Claire@ FM/1540 AM Rd. boomtown (South) Richmond, VA richmond.com 804.314.8009 WUWN 92 .9 23229 FM/1450 AM Jeff McKee (North)) morning & programming Boomtown Jeffmckee@ richmond.com boomtown richmond.com

WLEE 990 AM / 8100 Three Phone: Randy Johnson, 24 hours lead WREJ 1540 AM Chopt Road, 804.377.0990 program director time Suite 221 rjohnson@ rejoice990.am Richmond, VA radiorichmond. 23229 net

WCVE 88 .9 FM 23 Sesame Phone: Craig Carper One week Street 804.320.1301 News Director lead time ideastations.org Richmond, VA Sales: ccarper@ 23235 804.560.8226 ideastations.org Fax: 804.320.8729 John Ogle reporter Programming: johnogle3@gmail. 804.560.8172 com

WNTW 820 AM 4301 West Phone: Asher Purvis 24 hours lead Hundred Road, 804.717.2000 General Manager time 820theanswer. Suite E Fax: asher@ com Chester, VA 804.717.2009 cpbroadcasting. 23831 com

WRIR 97 .3 FM P.O. Box 4787 Studio phone: [email protected] N/A 1621-B West 804.622.9747 underwriting@wrir. wrir.org Broad Street, Fax: org 2nd floor 804.622.1436 Richmond, VA Carol Olsen 23220 board president mpacchairs@wrir. org

48 Television Station Information Name Address Phone/Email Contact WCVE-TV 23 (PBS) 23 Sesame Street Phone: 804.320.1301 John Felton Richmond, VA Fax: 804.320.8729 executive producer ideastations.org 23235 Programming: jfelton@ideastations. 804.560.8121 org 804.560.8120

Lisa Tait community affairs/ development ltait@ideastations. org 804.560.8140

WTVR-TV 6 (CBS) 3301 West Broad Phone: 804.254.3600 Sheryl Barnhouse Street Newsroom: news director wtvr.com Richmond, VA 804.254.3684 sbarnhouse@wtvr. 23230 Email: newstips@wtvr. com com 804.254.3677

Robert Hughes news director [email protected]

Dee Davies, sales manager [email protected] 804.254.3617

WRIC-TV 8 (ABC) 301 Arboretum Phone: 804.330.8888 Shane Moreland Place Newsroom: news director wric.com Richmond, VA 804.330.8814 smoreland@wric. 23236 Fax: 804.330.8883 com News: news@wric. com Jim Vernier iReport8: iReport8@ local sales manager [email protected] wric.com 804.330.8873 Community Calendar: communitycalendar@ wric.com

49 WUPV (The CW) 5710 Midlothian Phone: 804.230.1212 David Hayes Turnpike Fax: 804.230.7059 general sales cwrichmond.tv Richmond, VA manager 23225 dhayes@ cwrichmond.tv

Bo Jackson local sales manager bjackson@ cwrichmond.tv

WRLH-TV 35 (FOX) 1925 Westmoreland Phone: 804.358.3535 DJ Stevens Street Fax: 804.358.1495 sales manager foxrichmond.com Richmond, VA Newsroom: djstevens@ 23230 804.230.1212 foxrichmond.com

Press releases: mbarthol@ foxrichmond.com

WWBT-TV 12 (NBC) 5710 Midlothian Phone: 804.230.1212 Rodney Bryant Turnpike Newsroom: sales manager Nbc12.com Richmond, VA 804.233.1212 804.230.2743 23225 [email protected] P.O. Box 12 Richmond, VA Joel Mark 23218 sales manager 804.230.2715 [email protected]

50 Sample PSA Placement Inquiry Letter

Dear ______,

My name is ______and I work with the Chesterfield County Police Department. We are in the process of hiring new recruits and have created a [radio/TV] PSA to be ran during [time frame]. The link to the PSA can be found here:

[Link to PSA] https://spaces.hightail.com/space/sapgBEkE3r

Would CCPD’s PSA be a good fit for [TV/Radio Station name]?

[Budget for running PSA???]

Thanks for your time and I look forward to hearing from you.

51 $1,500 Bonus Advertisement Suggestions The CCPD is offering $1500 dollars to eligible recruits if and when they make it through the academy. The message could be added to other deliverables. Here are some ways they can get that message across. Billboard: Since CCPD is planning on using a billboard, placing “$1500 for eligible officers” on the bottom right side could entice more recruiters to apply. Radio PSA: Near the end of the PSA have 2 seconds near the end and include “$1500 for eligible officers” TV PSA: Have a ticker message running through the bottom as the PSA is playing on the screen. Also include it in the last scene with the information is shown. Facebook: Include an Image of CCPD with a small text with the hashtags: #recruit #bonus #Chesterfield #CCPD Twitter: Include an image that was used for the billboard, with the hashtags: #recruiting #bonus #Chesterfield #CCPD Website: Have a pop up text box with “ $1500 for eligible Recruits” on the application page. Fairs: Stickers of the CCPD emblem with recruiter number on the back with add on bonus. Thermos with a 4x4 paper rolled inside with the ad on message. Banners placed on a pole to attract people to the booth. Include the 4x4 paper with T-shirts for potential recruits

**See prototypes on page 62.

52 Prototypes Webpage Redesign Chesterfield County Police Department Homepage Recommendations • The homepage contains a lot of information. To make the website look cleaner Chesterfield County Police should add more white space between the elements. • The rule of thirds works for photography as well as web design. This will help make sure the most important information on the page is located where the eye naturally drifts. • Slideshows used to be praised on websites but experts are now turning away from them. They bloat the website and visitors often don’t click through. Consequently, CCPD should use individual images on their pages. • It is important for a web page to be cohesive and have a consistent theme. CCPD should use the suggested theme throughout their website. The color contrast will help their website look cleaner. • Condense “About the Department” . • Add the PSA to the home page. • Put social media icons in a more visible location. They should be put with the contact information.

• Add a link that will take visitors to recruitment information • Add an apply now button that will take visitors directly to career opportunities.

53 Original

Redesign

54 Chesterfield County Police Department Recruitment Page Recommendations • Condense the “Serve Your Community” and “Start Your Adventure” paragraphs and turn it in the introduction for the Recruitment Page • The most important benefits should be bulleted on this page. • The signing bonus should be included as an incentive. • Include testimonials from officers as to why they wanted to work for CCPD. This can be done via short quotes or video. • Overall Recommendations • CPD should invest in a software that records how users navigate through their website. This can be helpful when trying to redesign their website. • Make sure the website displays well on mobile display.

55 Original

Redesign

56 Recruitment Fair Assets Redesign Flyer CHESTERFIELD COUNTY POLICE DEPARTMENT

Preliminary Qualifi cations: • U.S. Citizen • High School Diploma or General Education Diploma Looking to make a difference? Want • 21 years old prior to completion to work in a tight knit community? of training academy Our department wants to hire you! • Possession/Eligibility of Virginia Driver’s License Free Police Entrance Exam • No Convictions of felonies Liberty University or serious and habitual DeMoss Hall (computer lab) misdemeanors 1871 University Boulevard Lynchburg, VA 24515 Benefi ts Include: • Starting Salary of $44,289 November 27, 2018 • Take Home Vehicle Test begins at 5:00 pm • Career Development Program Required Items • Tuition Reimbursement • Fully Paid Training • Apply at www.chesterfi eldpd.com • Virginia Retirement System • Valid government issued ID Pension • Two #2 Pencils • Uniforms and Equipment • Black pen Furnished

@ccpdva For more information you can contact: Police Personnel Unit: (804) 748-1547 @CCPDVa Department Recruiter: @CCPDRecruiting policerecruit@chesterfi eld.gov

57 Brochure Redesign

58 Tshirt Design

59 Sticker Design

Mug Design

Hat Design

60 Alternative Tshirt Designs

61 $1,500 Bonus Advertisement Prototypes

NOW HIRING

$1500 BONUS FOR ELIGIBLE OFFICERS

#MoreThanABadge

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Hampton City Schools. (n.d.). Retrieved from http://www.hampton.k12. va.us/

Hampton Police Division | Hampton, VA - Official Website. (n.d.). Re- trieved from https://hampton.gov/256/Police

Hampton, VA. (n.d.). Retrieved from https://datausa.io/profile/geo/ hampton-va/

Henrico County, VA. (n.d.). Retrieved from https://datausa.io/profile/ geo/henrico-county-va/

Henrico County Police Division - County of Henrico, Virginia. (n.d.). Re- trieved from https://henrico.us/police/

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Police. (n.d.). Retrieved from https://www.chesterfield.gov/941/Police

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63 Richmond, VA. (n.d.). Retrieved from https://datausa.io/profile/geo/ richmond-va/

Richmond, VA. (n.d.). Retrieved from http://www.richmondgov.com/ Police/

Savage, J. (2016, April 10). Top 5 Facebook Video Statistics for 2016 [In- fographic]. Retrieved from https://www.socialmediatoday.com/marketing/top-5-facebook-video-statistics-2016-infographic

School Closings Update. (n.d.). Retrieved from http://mychesterfield- schools.com/

Templeman, M. (2017, September 08). 17 Stats And Facts Every Mar- keter Should Know About Video Marketing. Retrieved from https:// www.forbes.com/sites/miketemplman/2017/09/06/17-stats-about-video-marketing/#66025478567f

Transportation. (n.d.). Retrieved from https://henricoschools.us/ Virginia Beach, VA. (n.d.). Retrieved from https://datausa.io/profile/ geo/virginia-beach-va/

Why The Richmond Region? (n.d.). Retrieved from https://www.grpva. com/

5 tips for taking your PD’s social media to the next level. (2017, Octo- ber 24). Retrieved from https://www.policeone.com/iacp-2017/articles/444398006-5-tips-for-taking-your-PDs-social-media-to-the-next-level/

Public Relations - Course 439 Agency Final Project (Fall 2018)