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Gloucestershire Constabulary
Attracting Special Constables
Gloucestershire Constabulary needed 40 Special Constables to join them. It’s a difficult enough role to recruit for at the best of times – but a very limited budget meant raising awareness would be even more of a challenge. And from previous experience, they knew they needed around 1,000 applications to counteract a high dropout rate and stringent selection process.
The solution
Facebook ads, online banners and Google search played a crucial part in this campaign. Reaching out through social networking sites allowed us to make a deep impression at a reasonable price. But good contacts can be priceless. So we also negotiated with the local radio station for free PR and produced leaflets which were distributed at no cost across Gloucestershire by officers and staff. Another cost effective solution was an advertorial in the local press – not in the more expensive recruitment pages, but in a prominent front half spot.
The result
Within a remarkably short space of time the campaign has made a noticeable impact – with positive responses both online and on the streets of Gloucestershire. Through digital creativity and lateral thinking, we produced a cost-effective solution that attracts attention from all areas.
““We've sent out over 100 forms already, and some have started coming back in completed. I went to the Regent Arcade in Cheltenham last Saturday morning and received a positive response from people having heard our piece on the radio. All in all, a good start.”
““We’ve built a good relationship with the client. When they agreed to go digital, we were delighted to show them just how effective it could be. Writing an advertorial allowed us to give a real insight into the life of a Special too. When you get a strong brief, you get strong creative as well.”
David Thompson, Regional Director, Penna Barkers