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.

1. WINDSOR POLICE
SERVICES
By: Mike Quigg and Christine Heraiz

2. Introduction
 Marketing Objectives
 Communications
Strategy
 Marketing Tactics
 Budget Overview
 Measurement of
Success

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Thank You!