Background Information
Client
Illinois Sheriff’s Association
Timespan
+- 6 months
Services
The Challenge
The Illinois Sheriff’s Association had a big problem. People just weren’t interested in taking on critical positions. They were short on deputies, 911 operators, and corrections officers. It was time to answer a big question: How can we connect with the next generation of aspiring law enforcement professionals?
The Insight
55% of Illinois adults had a positive opinion of their local county sheriff’s office. However nearly 6 in 10 adults would not consider a career for themselves or encourage a family member to pursue a career in law enforcement.*
We also found that the majority of people who go into law enforcement do it to give back to their community.
*Based on an ISA commissioned statewide survey.
The Tactics
- We developed a website to be the hub for current job openings and potential interest.
- Our PR partners, Culloton + Bauer Luce, used the site to capture names and email addresses to send targeted emails to prospective job candidates.
- We also created static Meta ads and motion graphics with a heroic feel, which the C+BL team leveraged in a paid media campaign.
THE WORK
Most recruitment campaigns have a military look and feel. To stand out, we developed a look that spoke to people’s sense of community service and adventure.
The Brand Campaign
- The campaign colors were vibrant, steering away from the typical blues and blacks associated with law enforcement.
- The look emphasized the uniqueness and grit of first responders in Illinois, leaning into motion and adventure to appeal to the target demographic.
The Response
Working hand-in-hand with the C+BL team, our work changed local perceptions about law enforcement: