2008 National Recruitment Initiative

Situation

The New Orleans Police Department has very aggressive recruiting goals to increase the number of officers 10-15% over the next 12 months. Challenged with negative public perception, a limited number of available candidates in the metro area and a stringent application process, we recommended a campaign with a high impact local approach as well as a targeted national recruitment effort to find highly qualified leads. The goal of the campaign is to drive traffic to joinnopd.com and have visitors download applications.

Implementation

• Broadcast television in premium Prime, sports and targeted cable networks
• Outdoor placements in high traffic areas
• Military transition employment trade publications
• Display ads on national job search and law enforcement sites
• Job postings in target markets that indexed for law enforcement search, high BDI for New Orleans travel or a high number of military installations.
• Keywords in a paid search campaign

Results

• Campaign value of $2.60: $1 client investment
• 603% increase in monthly site visits from inception of campaign
• 84% of traffic is from new visits
• 46.7% of site visits generated from direct traffic generated from broadcast and outdoor tactics
• 10% overall conversion rate of those who visited the website to go through the qualification questionnaire and download an application
• Some target markets have 13%-17% conversion rates
• May phone inquiries increased from 60 to 200- a 330% increase!
• Summer training session had a record 74 recruits