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Little Rock Police Department

Multicultural Communications

Using our findings from the research, we have helped recruit new women and minority officers for the Little Rock Police Department to help empower a growing and thriving police department and place a strong emphasis on community policing.

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The Situation:

The Little Rock Police Department needed a fresh, new, multimedia approach to reach recruits, specifically to target women and minorities to join a growing force.

Our initial research found that in order to effectively engage the desired target audiences – especially Hispanic communities – we needed to do something completely different from the frequently used SWAT/Navy Seal-type action videos that many police departments use to promote themselves. We also conducted focus groups asking current “ideal” police officers in the department about LRPD’s culture and what they valued most about being an officer in Little Rock. Using our findings from the research, we recommended creating a multi-channel campaign focused on a series of videos. These videos would serve multiple purposes – from television, to the microsite, to targeted social media. The videos were designed to capture the attention of potential recruits and encourage them to join the Little Rock police force, focusing on the importance of community.

The Strategy:

In order to deploy the Build a Better Blue message and move potential recruits to action, we created a campaign microsite that organized all messaging, videos and information in an easy, consumable way. We then developed a mix of targeted media that reaches the desired audience of potential women and minority recruits, including high-quality print, digital and broadcast advertising pieces for recruiting purposes.

Other strategies, including media relations, community events and social media/content marketing, were used to increase traffic to the new microsite, where a recruit application is readily available.

A well-attended news conference was also held in one of the newest neighborhood stations to launch the campaign and announce the department’s commitment to recruiting more women and minorities.

The Results:

The Results

  • The Build a Better Blue recruitment campaign for LRPD launched during a May 21 news conference that drew coverage from all four central Arkansas TV stations (KATV, KARK, KLRT, KTHV), along with the Arkansas Democrat-Gazette (the state’s largest newspaper), HOLA! Arkansas, El Latino and the area’s top news radio station, KUAR.
  • Social media posts and Facebook ads that ran generated a high level of engagement and clicks to the microsite. Cost Per Click and Click-Through Rate results exceeded the national employee/job training industry average (according to WordStream) – CPC of $.25 for LRPD vs. $2.72 industry average and CTR of 3.69% for LRPD vs. .47% industry average.
  • Since the launch of the campaign in May 2018, there has been a 70% increase in LRPD officer applicants, with 760 applications submitted in the two months immediately after the news conference (50 of those came in the day after the event!). Since May 2018, 141 new hires have joined the force, 146% of the original goal of 76.
  • As of February 2019, there were only three officer vacancies at LRPD, a first for the department.
  • Recruitment of women and minorities is currently at an all-time high for the LRPD, with the two recruiting classes that followed the campaign launch comprising 63 percent and 100 percent, respectfully, of women and minority recruits.
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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google like your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.