Freeborn County Sheriff’s Office Recruitment Campaign

Introduction
The Freeborn County Sheriff’s Office faced challenges in attracting qualified candidates for law enforcement roles. To address this, a comprehensive recruitment marketing campaign was launched, targeting local residents aged 18-40 with a minimum of a 2-year college degree. The campaign used a mix of digital, traditional, and broadcast media to promote career opportunities and highlight the excitement, fulfillment, and community impact of joining the Sheriff’s Department.

Client Overview
The Freeborn County Sheriff’s Office is dedicated to maintaining public safety, enforcing laws, and fostering a sense of community in Freeborn County, Minnesota. With an aging workforce and an increasing need for qualified law enforcement personnel, the department sought to enhance its recruitment efforts through targeted marketing.

The Problem
The Sheriff’s Office faced a shortage of applicants for open positions, particularly among younger, educated residents. Recruiting officers who were both qualified and committed to community-focused policing was a pressing issue. The department needed to communicate the value of law enforcement careers to a younger demographic while competing with other industries for their attention.

The Solution
To solve this recruitment challenge, a multi-channel marketing campaign was created that strategically engaged the target audience across various platforms:

– Video Ads on Streaming Platforms: Three 30-second videos, “Start Your New Career,” “Follow Your Dream Job,” and “Make a Positive Impact,” showcased the excitement and fulfillment of a career in law enforcement. These ads highlighted training opportunities, career growth, and the department’s community policing efforts.

– Digital Static Banners: Two banner designs, optimized for social media and websites, encouraged users to explore career and training opportunities within the Sheriff’s Office.

– Billboard Ads: Billboards in high-traffic areas of Freeborn County reinforced the campaign’s message with bold designs and clear calls to action, driving traffic to the recruitment website.

– Local Radio Ads: Ads aired on local radio stations targeting diverse music preferences (country, classic rock, and adult contemporary), delivering key messages about career opportunities in law enforcement.

– Direct Mail: Targeted mailers were sent to 589 individuals meeting the recruitment criteria (aged 18-40 with a college degree) to further engage the target audience and maximize outreach.