New Jersey State Police Recruitment
A call to service recruitment campaign
Challenge
The State of New Jersey came to SCG to help attract new recruits for its upcoming NJ State Trooper training class. Over the years, the number of eligible recruits had declined and SCG was assigned the task of creating an advertising campaign to target potential qualified New Jersey State police recruits.
Solution
SCG developed an innovative creative campaign with strong, positive messaging to target our audience, with a focus on reaching women, African Americans, Asians, Latino, and other minority groups, who were also fit enough to pass their rigorous Physical Qualification Test (PQT) and other state mandated requirements. To target our diverse audience, we used a mix of recruitment marketing tactics including Google Ads, Programmatic Digital, Social, Geo-Fencing, Texting, Streaming Audio, local/ethic website ads and special events.
SCG ran ads on key music streaming platforms including Spotify, and minority/urban programming to reach parents of the potential recruits, as they are key influencers for this age group. In addition, we also ran digital ads on key news sites including nj.com, Philly.com, and Local IQ Digital throughout New Jersey, as well as on ethnic newspaper sites and radio stations.
We sponsored the Penn Relays in Philly where we delivered eblasts and social media advertising along with a car wrap and sponsorship at the NASCAR race at Dover Motor Speedway that also included a billboard and recruiters on hand at the event.
Results
Increase of qualified applicants
