FOCUSED DIGITAL MARKETING CAMPAIGN AIMS TO INCREASE POLICE RECRUITS AND REACH MAYOR FAULCONER’S GOAL TO FULLY STAFF SDPD BY 2020
San Diego – With the goal of fully staffing the San Diego Police Department (SDPD) by 2020, Mayor Kevin L. Faulconer and Police Chief David Nisleit this week rolled out a digital marketing campaign focused on increasing the recruitment of qualified candidates to the department.
Over the next 18 months, Loma Media Partners, on behalf of SDPD, will execute a precise, measured and managed digital outreach of action-focused and community-based content to drive recruiting efforts. The marketing campaign is part of a strategic plan to make SDPD more competitive for anyone considering a career in law enforcement.
“SDPD compensation is highly competitive again, and this campaign will go a long way toward getting the department fully staffed over the next few years,” Mayor Faulconer said. “The best way to keep San Diego one of the safest big cities in the country is by attracting the best and brightest recruits to the San Diego Police Department. We’re going to be innovative and creative in how we do that.”
There are currently more than 200 vacant positions in the department. Last year, Mayor Faulconer negotiated and won unanimous City Council approval for a landmark two-year contract with the San Diego Police Officers Association that makes SDPD compensation significantly more competitive among California law enforcement agencies.
This spring the City inked a two-year contract with San Diego-based Loma Media Partners to develop and implement a branding and marketing strategy for the SDPD to increase the number of police recruits entering and successfully completing the department’s academies. The City holds four police academies annually with up to 50 recruits per class.
“Getting the San Diego Police Department back to full staffing of over 2,000 officers is a top priority,” Chief Nisleit said. “This new marketing campaign will implement different ways of reaching out to potential applicants about the number of opportunities SDPD has to offer and will also show how rewarding a career with our department can be. Hiring the best and the brightest will ensure we continue to keep San Diego as the safest big city in America for generations to come.”
The new contract, coupled with structural changes made within the department by Chief David Nisleit, has led to an uptick in recruitment and retention efforts. Several former SDPD officers who had left for other agencies have returned to work for the department or expressed an interest in doing so. Since the new contract was announced, the number of officers lost to other law enforcement agencies is down 84 percent from last year.
The City selected marketing and branding firm Loma Media Partners to implement the recruitment campaign following a competitive bidding process. The firm has created and implemented communication strategies and solutions for more than 100 diverse organizations, including U.S. Naval Special Warfare (Navy SEALs), UC San Diego, Semper Fi Fund and Google
The $350,000 contract is for an initial two-year period, with an option to extend the contract for up to three years.