How we got police to walk the beat.
The Phoenix Police Department hired ON Advertising after attempting to do their recruitment campaign in-house for many years with marginal success. Due to our extensive experience in law enforcement recruiting, we streamlined advertising placement and developed a branded, geo-targeted and culturally sensitive message designed to attract qualified, ethical, and gender diverse applicants. After only one month, the amount of qualified applicants rose 29% and the department had the largest starting academy class since 2008.
In 2018 the Phoenix Police Department was looking to hire 300 new officers from January 2018 to July 2020. As of May 15th, 2019 the current number of officers has risen from 2,824 to 3,024 (an increase of 200). We used Facebook and YouTube video advertising with Chief Williams as the cornerstone of the recruitment campaign over 12 months. We also leveraged billboards, radio, and Facebook Boosted Posts. It’s easy to say we had an arresting recruitment campaign that got the job done.
The Phoenix Police Department hired ON Advertising after attempting to do their recruitment campaign in-house for many years with marginal success.