Executive Summary

The Lincoln Police Department (LPD) in Lincoln, Nebraska, aimed to diversify their force and fill positions due to city growth. Through targeted display ads, geofencing, and email campaigns, LPD increased applications by 50%, achieving a more diverse applicant pool. "[Our] recruitment officer is pulling his hair out over all the new applicants!"

"[Our] recruitment officer is pulling his hair out over all the new applicants!"

Lincoln Police Department

Introduction

The LPD serves the public safety needs of a growing Lincoln, Nebraska. They faced challenges filling positions and aimed to hire more women and individuals from various ethnic backgrounds, as well as recent high school and college graduates.

Solution

We implemented a comprehensive digital marketing strategy:

• Targeted Display Ads: Focused on specific zip codes and demographics.
• Geofencing: Targeted areas around government and military locations.
• Email Campaigns: Highlighted benefits of working for LPD with relatable images and direct links.

Results

• Application Increase: Monthly applications rose from 40 to 60.
• Diverse Pool: The applicant pool was notably more diverse.
• Engagement: High engagement rates across all digital channels.

Conclusion

Our digital campaigns effectively increased the diversity and volume of LPD's applicant pool, showcasing the impact of targeted digital marketing.