Online Marketing for Law Enforcement Recruitment

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1 Online Marketing for Law Enforcement Recruitment Ad House Advertising Kim Smith

2 About our Company Full service advertising agency and video production company in New Mexico, serving US clients nationally/internationally Produce recruiting campaigns for LE Produce LE training videos (DV scenarios, documentaries, etc) Since 2006, we ve also moved heavily into online marketing

3 How We Started in LE Recruiting: In 1999, we began working with NM State Police Training and Recruiting Bureau $1M in funding in limbo Created specific TV and radio commercials to target best prospects Media buys in TV and radio for costefficiency; brochures for Job Fairs, etc Result: Enough recruits for Academies Better candidates Returned several Officers to other duties

4 In 15 Years, a Lot has Changed. Overall, there s less interest in LE careers More competition for fewer highly qualified candidates Job Fairs: expensive, often unproductive Media use has dramatically changed Prime age range has very low use of broadcast (i.e. commercial) TV and radio

5 Online Advertising for LE Recruiting Today, we heavily use Online Advertising to put targeted ads in front of likely LE recruits We ve stopped or greatly reduced spending on traditional recruiting (TV, radio, job fairs, billboards), which is largely wasted spending (those not interested or likely recruits) Online ads are Pay-Per-Click, often.10 cents to a couple dollars Cost/acquisition of an accepted candidate: greatly reduced + reassigned recruiters

6 Online Advertising for LE Recruiting Online advertising can be done yourself but it is complicated Google and Facebook offer a front end way to input a credit card, make a few targeting choices, and start spending money. The back end agency tools incorporate much more research and data. A Google Partner agency has passed rigorous testing and demonstrated ad results

7 Types of Online Advertising Search Ads: shown when people type a query into search engines like Google, Bing, Yahoo, Ask, etc Ads: top 3 places, before the organic websites, plus the right sidebar Ads not clicked: no cost but do increase CTRs on top organics Issue: limited space for organics on Pg 1. Ads drive regardless

8 Types of Online Advertising Display Ads: Inserted into pertinent websites for known or likely LE candidates These are one step up the funnel ; great potential but the prospect isn t yet searching Target interests or context

9 Types of Online Advertising Social Media Ads: Facebook s agency ad planner offers us highly detailed targeting, to insert ads into some prospects newsfeed Example: We can find military vets who are interested in hunting, have a family, and grew up in Albuquerque. Craft specific ad message. That ad can be a video, a link to website, or like our page. Cost: about.10 to $1.50

10 Types of Online Advertising Remarketing: Once someone clicks an ad (expressing interest) and goes to the website, we can deliver more specific Display ads Visited site several times but hasn t started application: Apply Now Started application but not completed: Ready for a LE career? Visited the site in past 6 months: Next Academy starts (date)

11 Types of Online Advertising Video PPC ads: short video inserted into YouTube or websites in front of pertinent content to target prospects Those who opt out are at no charge Those who view are usually.10 to.50 cents Different messages for different targets (women, military, laterals) People can take in more information with video: sight, sound, motion, emotion

12 Case Study: APD Initial Results 2 months of data, Search and Display ads only. Baseline to Orange: PPC visitors Orange to Blue line: All others Tapered down when 1 recruiting period ended; taper down when needed

13 Case Study: APD Initial Results APD Data Mining: Learn what works best (ads, geographies, referral sources)

14 Case Study: APD Initial Results

15 Increased Share of Market (This is Retail to show scale on smaller budget.) Before ads, organic traffic averaged 12 per day. Now 3 weeks in, with a budget < $1000/mo, it s averaging 45 per day before optimization

16 PPC Online Advertising Online marketing is incredibly accountable: Number of ads served, clicks on ads, the trigger. Cost-per-click, and Cost-per-acquisition Click-through-rate "A" versus "B" ad or C, D, E, etc. Easy to include call tracking (staff development, training) English vs Spanish ads Best your competition with "conquest ads" Always changing. Offers, seasonal spikes

17 Budgeting PPC Often, an online budget lets you reduce other advertising that's not as effective on ROI We help clients determine what a new customer is worth; research what online options could provide; build overall campaign strategy Your budget stops buying exposure to those who aren't in the market The ads still provide branding to those who aren't currently in the market but likely to be a later target

18 PPC Can Be Good or Bad or Don t Buy from a Phone Directory Company

19 Overall Marketing As the only NM company to be Google Partner, we work to maximize your results 5 individuals certified in Search 2 individually certified in Display 1 individually certified in Reporting/Analysis 1 individually certified in InStream Video Our management fee covers daily/weekly adjustments to ad content, bids and targeting to bring down the CPC and increase Conversions (contacts, sales, time on site)

20 PPC Creates Results In all PPC online marketing, you only pay for the click (compare to direct mail, TV, radio where you pay for everyone, regardless of interest) PPC ads create robust awareness and inbound webstie traffic. Your organization will be found much more easily, considered more heavily, and convert more website visitors into leads.

21 Online Marketing for Law Enforcement Recruitment Ad House Advertising

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