PROJECT CHALLENGE:

To develop a long term design strategy geared to help the Los Angeles County Sheriff’s Department recruit 1000 new deputy sheriffs and custody assistants a year, which was twice the number they were currently procuring.

SOLUTION:

Mediafish Creative developed a comprehensive social marketing program to attract recruits from the demographical areas and from the age group the Los Angeles County Sheriff’s Department was interested in soliciting. The project called for a communications plan that worked through their marketing infrastructure, and utilized the following:

Outdoor:
Billboards (premium and bulletin), 8 sheets, city lights, transit shelters, and miscellaneous signage. Parking structures, shopping cart campaign.

Media Placements:
Radio, cable television, transit television, Ripple television, sporting venue display screens.
Cross-over promotions with the Los Angeles Lakers, Los Angeles Dodgers, Los Angeles Sparks, USC Athletics, UCLA Athletics and NBA Summer Pro League.

Marketing Collateral:
Brochures, flyers, newsletters.
Direct mail strategy.
Internet banner campaign.

Online:
Internet banner campaigns, advertisments.
Job postings at Yahoo Hot Jobs, Career Builder, Jobing, Law Enforcement Jobs, LA Daily News, Monster, etc.

Miscellaneous:
Job fairs at schools, county fairs, etc.
Shopping cart campaign.
School postings.
Vehicle wraps

RESULTS:

Mediafish Creative met the recruitment needs of the LASD within the first year of taking over the project, and at years end, the total number of recruits exceeded 1200. Also in place were key strategies for the implementation of future media placements, in reference to demographics, geographics, and most important, cost effectiveness. In aggressive campaigns over the course of the next two years, Mediafish Creative was able to present the LASD with a surplus of potential candidates, making the selective process for recruits one of quality, rather than one of compromise.