Marketing RFP Issued By San José Police Department

The San José Police Department is searching for a Consultant to implement a recruiting market plan that will include a variety of media in order to supplement and maximize the Department’s recruitment efforts. The scope of services required includes designing printed materials such as brochures and posters, internet marketing, non-traditional advertising, and plan evaluation.


The San José Police Department’s Recruiting Unit’s main goal is to find and retain highly qualified candidates for the application and examination process. It’s been shown that the best recruitment practice is a mixed marketing approach. The Recruiting Unit will continue recruiting utilizing the traditional means such as attending job fairs, and answering questions via phone and email. However, the Recruiting unit also desires to further expand internet marketing utilizing the current branding campaign and existing external website.

The vision of the San José Police Department is a dynamic, progressive and professional organization dedicated to maintaining community partnerships that promote a high quality of life for the City’s diverse population. The Department is committed to treating all people with dignity, fairness and respect, protecting their rights and providing equal protection under the law.

Scope of Work:

The Consultant duties may include:

Consultant shall create an outreach strategy and collaborate with the City of San José Police Department Recruiting Unit to develop the concepts for the recruiting advertising campaigns. In addition, the Consultant will collaborate with the SJPD Recruiting Unit to evaluate the effectiveness of the campaigns and create alternative strategies to maintain and improve hiring goals.

Consultant shall research current trends and analysis of our employee attrition rate and provide a metric to evaluate the effectiveness of the campaign. Have the capacity to identify gaps in the existing strategy and assist the SJPD with new and measurable alternative strategies to achieve the hiring goals. This should include a comprehensive knowledge of current hiring trends throughout law enforcement and the ability to create an outreach strategy.

Consultant shall develop creative marketing elements that include design concepts, logos, messages, tagline, and other products that uniquely represent the SJPD.

Consultant will implement a comprehensive recruitment marketing plan which will focus on targeting highly qualified individuals to the SJPD.

Consultant will implement our unique brand “SJPD You” and “Be the Force of Greatness” that will include, but is not limited to, creating a common theme and consistent message for billboards, brochures, banners, posters, photos, videos, and give-a-ways.

Consultant will focus primarily on digital media and marketing and must determine the optimum media mix to reach the largest target audiences with the greatest frequency to increase project awareness and brand recognition.

Consultant shall utilize multiple media and job search platforms to expand the campaign such as, but not limited to, Facebook, Instagram, Twitter, YouTube, and Indeed.

Consultant will use digital targeting and tactics in real-time to narrow in on the audience most likely to apply with the media channels that are most likely to drive applications.

Consultant will use digital tracking tools to capture the number of applications attributed to paid media and determine the effectiveness of each tactic and creative option.

Consultant will focus on audiences high in diversity using a combination of lifestyle customer segmentation data and any existing database information. Using segmentation provides a better understanding of external and internal audiences which allows for more tailored messages on more targeted mediums.

Due Date: 11/22/2021 17:00:00 PT


Proposal responses must be submitted online through Biddingo prior to the proposal due date and time.

Ketchum PR and DKC PR are agencies worth considering.

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