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Public Sector + Recruitment

We Understand the Power of One

Fayetteville Police Department — “ONE.” Recruitment Campaign + Website

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+30%Recruitment numbers vs. prior year
+50%Completed online applications
+65%Website traffic
The Challenge

“ONE.” Recruitment Campaign + Website

The Fayetteville Police Department wanted to improve their recruitment numbers by getting noticed among agencies in cities all over. The benefits of the department were front and center of the campaign.

By taking a testimonial approach, 219 let the recruits speak for themselves. The campaign — video, web, printed collateral and digital marketing — tied the recruits to each other and to the community, showing that the Fayetteville Police Department is more than your typical agency.

A website is the optimal way to provide large amounts of information and gather applications. We designed and built the “ONE.” tagline and website to reach the widest audience, with a responsive build and SEO best practices so it worked on every platform and was easy to find in search.

The Solution
  • We created an up-front and powerful tagline and built the campaign around honesty and transparency.
  • We built a targeted website giving potential recruits all of the information, along with real testimonials from current recruits, and made it easy to find with SEO.
  • We used multiple digital and traditional tactics to reach exactly who the Fayetteville Police Department was looking for.
The Results

What happened.

Letting real recruits carry the message did what a recruitment ad campaign usually can't: it made the department feel like a community rather than an employer. Recruitment numbers rose 30% year over year, and 85% of applicants cited a stronger sense of community connection as a motivating factor.

+30%Recruitment numbers vs. prior year
+50%Completed online applications
+65%Website traffic
+78%Social engagement rate
  • Brand visibility vs. competing agencies+40% with the “ONE.” tagline
  • Applicants citing community connection85%
  • Diversity of applicant pool+25%
  • WebsiteSEO-optimized, responsive rebuild
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