The City of Durham is seeking proposals from qualified Marketing agencies with experience in producing and managing a recruiting advertisement campaign for the City Of Durham Police Department.
The Durham Police Department (DPD), a division of the City of Durham, is looking to reach people looking for career opportunities in the law enforcement profession through advertising on various digital and printed platforms. The platforms will include Facebook advertising, paid ads, programmatic videos, printed posters/flier design and demographic targeting of protective services personnel, including previous military, college graduates/attendees, first responders.
Scope of Work:
During the contract period, the contractor will develop, maintain and evaluate effectiveness of a digital marketing campaign that will be designed to recruit qualified applicants for employment with the City of Durham Police Department. The marketing campaign will include but not limited to, digital advertisement, video development, social media ads, and poster/display image design.
The contractor will be required to provide the following deliverables:
(a) Facebook advertising, consisting of news feed ads promoting recruitment. This will include demographic and location targeting. The Target will be “protective services” which will encompass previous military, firemen and others.
(b) Pay Per Click Advertising – paid ads targeted around police recruitment relevant keywords within the defined location.
(c) Programmatic Video – sponsored pre-roll ads and department videos. The videos will re-target recent landing page visitors with messaging and defined demographic and location targeting. Target will be “protective services” which will encompass previous military, firemen and others.
(d) Landing Page – Single page site which all traffic from the campaign will be driven to. This will be designed to drive conversions and allows for detailed reporting and full transparency to the effectiveness of the campaign including phone calls, form fill submissions, and traffic patterns (which tactic is driving the highest conversions). From here it will drive through directly to the DPD website.
(e) Demographic Targeting – Target will be “protective services” which will encompass previous military, firemen and others.
(f) Location Targeting – State of NC, SC, GA, and TN
(g) All items created, including landing page, Facebook ads, and video must be made available for final approval prior to campaign launch.
Wil Glenn, Public Affairs Manager
Durham Police Department
Office of the Chief
505 West Chapel Hill Street
Durham, NC 27701
Shift Communications has a strong digital PR arm.
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