for Richmond Police Department, California
The key objectives for this Richmond Police Department recruitment campaign were for qualified applicants that recognized the need for Richmond communities to be well represented by individuals who understand their communities. But the issue was not quantity but quality. So the focus was the undeniable appeal of what this police force represented—leaders. The online results were strong based on the web page developed over 94% utilized with over 800 applications downloaded garnering 300 qualified applicants and 30 new officers.
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