WINDSOR POLICE
                SERVICES




By: Mike Quigg and Christine Heraiz
Introduction
 Marketing Objectives
 Communications
  Strategy
 Marketing Tactics
 Budget Overview
 Measurement of
  S...
Marketing Objectives

 Family oriented image
 Increase number of
  young recruiters
 Increase awareness for
  the progr...
Communications Strategy

 Internet
  communication is key
   Windsor Star/ Kijiji/ Job
    Bank
   Police website
   F...
Communications Strategy cont.

 Increase involvement
  at high school level
   Ex. Beer goggles
   Tours/Ride-along
  ...
Marketing Tactics
Month         Method of            Type/ Description          Where to Advertise           Frequency of ...
Tactics (2)
April     Event      Easter Egg Hunt this helps   Windsor Star and on the      One week before post One day fo...
Tactics (3)
August         Job        Job Offering, and update to website about job requirements should be done by now;
  ...
Tactics (4)
November    Event      Thanksgiving Bake    Windsor Star Police Post one ad before    One day
           Marke...
Budget Overview

 Budget frozen
 Didn’t include website
  costs as they are
  variable
 ¼ page ad in Star will
  cost $...
Budget (2)
Type of                   Frequency/n Calculations
             Rate
                          umber of
media
 ...
Budget (3)

 Television is hard to
  target
   A Channel shutdown
 Cogeco only wholly local
  viable option
   519 972...
CJAM

 30 second spot (8-8)
   $15
 Light airplay
   $150/wk - $500/mo
 Medium airplay
   $250/wk - $750/mo
 Heavy ...
Facebook

 Comprehensive
  targeting
 Simple steps
 Custom payment
  options
 25 character title, 135   Target Your Au...
Measurements of Success

 Recorded interest
  during campaign vs.
  pre-campaign
 Survey new applicants
  as to source o...
Thank You!
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Windsor Police Services Mrk Plan

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Was used to follow up previous presentation, and was presented to the recruiters of the Windsor Police, to use as a basis for decision making.

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Windsor Police Services Mrk Plan

  1. 1. WINDSOR POLICE SERVICES By: Mike Quigg and Christine Heraiz
  2. 2. Introduction  Marketing Objectives  Communications Strategy  Marketing Tactics  Budget Overview  Measurement of Success
  3. 3. Marketing Objectives  Family oriented image  Increase number of young recruiters  Increase awareness for the program  Must overcome fear  Correct misinformation  Change perception of Police force
  4. 4. Communications Strategy  Internet communication is key  Windsor Star/ Kijiji/ Job Bank  Police website  Facebook/Myspace  Event sponsorship  Reinforce community involvement  Show the lighter side of the Police
  5. 5. Communications Strategy cont.  Increase involvement at high school level  Ex. Beer goggles  Tours/Ride-along  Educate on careers/requirements  Boot-camp  Presence at job fairs
  6. 6. Marketing Tactics Month Method of Type/ Description Where to Advertise Frequency of Length of Communication Advertising Event PSI January Event Job workshops at Post website(www.stclaircol One week before: one One day contact Marketing Secondary Institution lege.com), half page or quarter PSI to see actual (PSI) in time for start of Windsor Star, page ad/ day length in time. second semester Facebook and on Kijiji Day of : one page colour under community ad (events) Windsor Star, Kijiji Week before: one page February Event Sponsorship Sponsor/ under community and black and white ad One day February 16th Host a Family Day Event. in local news paper. (family day) March Event Youth boot camp (aimed Windsor Star, Local One week before: One Week Marketing at target market, where News papers, Police Small ads. Maybe post a they can learn the Website, radio stations small informational physical requirements it aimed ad parents such story in the community takes to become a cop) as 96.7 since they section of NP that held during inform of local events directs readers to your March Break website for more detail. Job Advertise any jobs in time Police website, One ad on each. ------------------ Advertising for winter grads (PSI) Windsor Star, Kijiiji under jobs, Facebook and Job Bank
  7. 7. Tactics (2) April Event Easter Egg Hunt this helps Windsor Star and on the One week before post One day for Marketing to improve image and radio. The best time is one ad, than day approximately one make you more “family during the morning drive before post other ad hour. friendly” on the Friday before or on radio Easter Monday because many people go to mass on Sunday and there won’t be much turn out. May Event Mothers Day BBQ Fund Newspaper, Facebook Day before post an One day for Marketing Raiser. and Radio ad. On the day of: get approximately one CHYR (96.7) there use hour. co-op advertising. June Event Father’s Day BBQ Newspaper, Police Day before post an One day for Marketing Fundraiser website, Facebook and ad. On the day of: get approximately one Radio CHYR (96.7) there use hour. co-op advertising July Event Canada Day Talent Show Windsor Star, Local News Post one ad on the One day for a few Marketing /Family Fun Day host a papers, Police Website, Weekend Newspaper; hours. talent show where people radio stations aimed ad the week before can watch police show off parents such as 96.7 since Canada Day. talents, and have fun they inform of local family games. events
  8. 8. Tactics (3) August Job Job Offering, and update to website about job requirements should be done by now; Advertising because school starts soon. This could target those who may choose to work before starting college because they have no money to go to college. September Event Job workshops at PSI website One week before: One day contact PSI Marketing Post Secondary (www.stclaircollege.c one half page or to see actual length Institution (PSI) in om), quarter page ad/ day in time. time for start of Windsor Star and on Day of : one page second semester Police website colour ad Halloween Safety October Event (grade 8,9, and 10) Windsor Star, Kijiji Day before post an One day. One week Marketing and Dance teach under community , in ad in star, post on before Halloween on danger of date rape local news paper, police on website. a Friday. Have the drugs and volunteer Police website. Newsletters. class lectures on the to supervise a dance Monday to Thursday for youth. Have of that week. schools sell tickets, (money can be split half to schools and half to police; that way you are giving back to society.
  9. 9. Tactics (4) November Event Thanksgiving Bake Windsor Star Police Post one ad before One day Marketing Raise money for Website. Thanks Giving () Police to increase budget. December Event Christmas Dance Police website, Post a ¼ page ad One day. Marketing done on the Friday School Newsletter the week before before school (grade schools and (every other day), closes for winter high schools), Local and one ad the break. News papers. Sunday before/day before in local News papers. Event Bake Fundraiser Windsor Star Police Post one ¼ page ad One day . Marketing Website. on Sunday News paper on the Saturday before.
  10. 10. Budget Overview  Budget frozen  Didn’t include website costs as they are variable  ¼ page ad in Star will cost $755.04  20-30 word ad will run in Leamington for a week at $18-$24
  11. 11. Budget (2) Type of Frequency/n Calculations Rate umber of media pages Star $2.87/ Agate AVJ 7 pages 16 (12x22) total = $ Line (2.87)(7) 84,860.16 5= $522.90 Local news $17.43 17.43 (5) (6) papers Total * $85,383.06
  12. 12. Budget (3)  Television is hard to target  A Channel shutdown  Cogeco only wholly local viable option  519 972-4016  Radio is also target overshoot  U of W radio (CJAM 91.5)  Station Manager Adam Fox  519-253-3000 ex. 2525  statcjam@uwindsor.ca
  13. 13. CJAM  30 second spot (8-8)  $15  Light airplay  $150/wk - $500/mo  Medium airplay  $250/wk - $750/mo  Heavy airplay  $350/wk - $1000/mo
  14. 14. Facebook  Comprehensive targeting  Simple steps  Custom payment options  25 character title, 135 Target Your Audience By: Location Age character body Sex Keywords  110 pixels x 80 pixels Education Workplace Status Languages Interests
  15. 15. Measurements of Success  Recorded interest during campaign vs. pre-campaign  Survey new applicants as to source of referral  Question high school students during involvement there
  16. 16. Thank You!

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