CCPD Recruitment Campaign Can Be Seen
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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