Boosting Recruitment for Plymouth Police Department Through Targeted Digital Campaigns

public safety marketing services

Client Overview

The Plymouth Police Department sought to enhance its recruitment efforts by driving traffic to its police exams page, a critical step in attracting new candidates. To achieve this, they partnered with our agency to create a strategic digital marketing campaign aimed at reaching potential recruits and encouraging them to apply.

Campaign Overview

We launched three distinct digital marketing campaigns across Facebook, Google Search, and Google Display networks, each tailored to engage prospective candidates and direct them to the police exams page.

  1. Facebook Campaign
    • Impressions: 568,785
    • Clicks: 34,459
    • Click-Through Rate (CTR): 6.06%
    • Cost-Per-Click (CPC): $0.06
  2. Google Search Campaign
    • Impressions: 3,886
    • Clicks: 420
    • Click-Through Rate (CTR): 10.81%
    • Cost-Per-Click (CPC): $1.90
  3. Google Display Campaign
    • Impressions: 191,297
    • Clicks: 1,886
    • Click-Through Rate (CTR): 0.99%
    • Cost-Per-Click (CPC): $0.42

Results & Analysis

The digital campaigns were highly successful in driving traffic to the police exams page, with all key performance indicators exceeding industry benchmarks.

  1. Facebook Campaign: The Facebook campaign garnered 568,785 impressions and drove 34,459 clicks to the police exams page, resulting in a CTR of 6.06%. This is significantly higher than the industry average of around 0.90% for recruitment ads. The campaign’s CPC of $0.06 indicates a cost-effective approach to reaching a broad audience of potential recruits.
  2. Google Search Campaign: The Google Search campaign achieved a remarkable CTR of 10.81%, far surpassing the industry average of 3.17% for similar recruitment efforts. With 420 clicks out of 3,886 impressions, this campaign effectively targeted individuals actively searching for police career opportunities, with a CPC of $1.90, reflecting efficient budget use.
  3. Google Display Campaign: The Google Display campaign generated 191,297 impressions and 1,886 clicks, resulting in a CTR of 0.99%, which is almost three times higher than the industry average of 0.35% for display ads. The CPC of $0.42 demonstrates the campaign’s ability to drive traffic cost-effectively, leveraging visually compelling ads to attract potential candidates.

Conclusion

The targeted digital marketing campaigns successfully drove significant traffic to the Plymouth Police Department’s police exams page, directly contributing to their recruitment goals. By utilizing Facebook for widespread awareness, Google Search for capturing intent-driven prospects, and Google Display for brand visibility, we ensured that the department reached a diverse and engaged audience.

The above-average CTRs and low CPCs across all platforms highlight the effectiveness of our strategy in attracting quality candidates efficiently. This case study underscores our agency’s expertise in designing and executing recruitment-focused digital campaigns that deliver measurable results for public service organizations.