CASE STUDY
Maricopa County Sheriff’s Office
Fluctuating public perceptions about the law enforcement industry were making careers less appealing and recruiting more challenging. The Maricopa County Sheriff’s Office (MCSO) partnered with Davidson Belluso to develop a comprehensive strategic marketing plan to elevate the MCSO brand and increase recruitment for key positions. Our multifaceted approach included a thorough review of existing strategies, in-depth analysis of historical recruitment data, and extensive interviews with MCSO staff across various departments. We leveraged media profiles and usage insights to craft a targeted campaign that would rebuild trust, inspire action, and increase applications.
Marketing
Objectives
- Develop a multi-state marketing and media strategy to elevate the MCSO brand, build awareness, and drive prospective employees to apply
- Emphasize the positive aspects of law enforcement to counter a nationwide decline in support
- Rebrand and relaunch MCSO, creating a unified look, feel, and voice
- Increase the number of applicants received for key positions
Capabilities
Marketing
Strategy
Copy & Content
Development
Creative
Development
Media Planning
& Buying
Website
Development
Online
Marketing
General Recruitment :30 Video
Detention Officer Recruitment :30 Video
General Recruitment :30 Spanish Video
Detention Officer Recruitment :30 Spanish Video
General Recruitment
:30 Radio Spot
Deputy Sheriff Recruitment
:30 Radio Spot
Detention Officer Recruitment
:30 Radio Spot
Results
- The campaign exceeded every metric goal for every tactic, including impressions, clicks, and unique visitors to the microsite
- Exceeded impressions goal by 108%
- 214% increase in web traffic over the previous quarter (32,000 clicks to microsite in first 3 months)
- 27% increase in application submissions, year-over-year
Results
- The campaign exceeded every metric goal for every tactic, including impressions, clicks, and unique visitors to the microsite
- Exceeded impressions goal by 108%
- 214% increase in web traffic over the previous quarter (32,000 clicks to microsite in first 3 months)
- 27% increase in application submissions, year-over-year
Award Winner
Summit International Award Winner - Silver
Integrated Campaign Category
AZIMA TIM Award Winner - Excellence
Integrated Consumer Campaign