High Point Police Department

High Point Police Department

 

Social Media Case Study

 

High Point Police Department

While the city of High Point is investing in long-term growth opportunities, it has not been immune to the struggles that many urban communities are facing: low economic growth, high crime rates and an uncertain future as the city’s key revenue generator—the High Point Furniture Market—is fighting to remain vital in an increasingly globalized economy.

Coupled with an often-tense national conversation around policing, the High Point Police Department (which serves more than 100,000 residents) found itself in dire need of a revamped recruiting strategy that went beyond their traditional tactics.

The Challenge

It’s no secret that the past five years have seen the relationship between many police departments and the communities they serve become increasingly strained. And while it may not be true for every community, the perception of tense relationships lingers.

Not only are many departments working overtime to maintain positive relationships within their community, many are also experiencing a steep drop in recruitment. Simply put, a younger, more socially-conscious generation of millennials are becoming less interested in the profession. This is often due either to negative perceptions of policing in general, access to higher paying, technology-focused opportunities or a combination of both.

The High Point Police Department was concerned that these factors would make it impossible to meet their necessary hiring quotas. However, they were also adamant about not lowering their standards simply to meet those numbers. Thus, their traditional recruitment tactics would need to be bolstered by a more digitally-oriented campaign, particularly if they were looking to reach a younger generation.

The Campaign

After surveying the landscape of recruiting tactics from departments across the country, we found that many relied on a harder-edged, action-heavy approach. From a visual perspective, these videos often featured tactical elements like SWAT teams, firing ranges and door-taking.

However, if our goal was to appeal to a younger generation who might find those talking points abrasive and reinforcing of any negative police stereotypes, we knew a lighter, more community-oriented focus was needed.

Working to recruit internet-savvy millennial candidates would require a reorientation of the conversation around policing, so placing the focus on the department’s role in the community as place-builders and benefactors would help achieve that goal.

Our theme—A Higher Standard for High Point—would have a twofold effect: it would reinforce the department’s high recruiting standards, which they refused to abandon in favor of simply bolstering their ranks, and it would demonstrate how the department works in conjunction with their community members to raise the standard of living for everyone. This theme would be translated into several emotionally-impactful, testimonial-driven videos, recruiting posters and other assorted marketing materials that drove the department’s core beliefs home.

Because the department was most concerned with tapping into the upcoming generation of recruits, we decided that social media (Facebook and Instagram, primarily) would be our key distribution point. That decision was based on three key factors:

  • Ages 18-34 make up 42% of Facebook’s user base and 61%
    of Instagram’s
  • The platforms offer robust targeting and highly trackable advertising opportunities
  • Social media advertising is more cost-effective than traditional media placements like TV or radio

Our theme—A Higher Standard for High Point—would have a twofold effect: it would reinforce the department’s high recruiting standards, which they refused to abandon in favor of simply bolstering their ranks, and it would demonstrate how the department works in conjunction with their community members to raise the standard of living for everyone. This theme would be translated into several emotionally-impactful, testimonial-driven videos, recruiting posters and other assorted marketing materials that drove the department’s core beliefs home.

Because the department was most concerned with tapping into the upcoming generation of recruits, we decided that social media (Facebook and Instagram, primarily) would be our key distribution point. That decision was based on three key factors:

 

  • Ages 18-34 make up 42% of Facebook’s user base and 61%
    of Instagram’s
  • The platforms offer robust targeting and highly trackable advertising opportunities
  • Social media advertising is more cost-effective than traditional media placements like TV or radio

The Execution

Working alongside our partners within the department, we compiled a diverse group of men and women to interview who could demonstrate HPPD’s commitment to making sure their officers reflected the community that they were tasked with serving.

After conducting several video shoots both in the community and within the department, our video team got to work sculpting our interviews and footage into powerful, 30-second videos crafted exclusively for mobile-friendly viewing on Facebook (mobile devices account for 71% of all Facebook traffic).

One campaign was specifically designed to be shown to men and women who were either already working within law enforcement (e.g. “lateral” recruits) or who had studied law enforcement in college. This would allow HPPD to demonstrate their own unique value and how they offered an experience different from other police departments—benefits like a community-focused approach as well as take-home vehicles and competitive benefits.

The other campaign would be targeted more broadly at regular citizens, simply requiring that the Facebook user possess a high school or college degree to see our ads. To narrow our focus, however, we would build “custom audiences” each month based on the users who had positively interacted or engaged with our campaign. Anyone who “Liked” the ads, shared them with friends, clicked through or viewed a certain percentage would be grouped into a new audience set to be shown more focused ads in the next phase. So where we started with a broad audience of more than 1 million users, we had already narrowed our focus to 60,000 within one month.

The Results

While we are still in the first phase of our campaign, the early results are promising. This is a long-term strategy to be sure, but we are confident that the strategy is affecting its intended audience with our high-impact storytelling. Listed below are a few highlights from the first month of our social media campaign:

439,000+

Total Ad Impressions

163,800+

Targeted Users Reached

45% of all views were in our target age range (18-34)

86,300+

30-Second Video Views

14,000+

Total Link Click-Throughs

Click-through-rate: 1.74%

Employment & Recruitment benchmark CTR: .47%

Guilford Parent Academy

Guilford Parent Academy

 

Creative Services Case Study

 
Guilford Parent Academy (GPA)
Guilford Parent Academy (GPA) is an offshoot of the greater Guilford County School system that provides cutting-edge training and resources for parents and their children. Using both in-person workshops and seminars along with a toolkit of digital tutorials and resources, GPA covers subjects from preparing for college, dealing with bullying and fostering parental involvement in education. Since 2014, Bouvier Kelly has assisted GPA in spreading the word about these resources within their community through various distribution channels.

Social Media:

Using GPA’s Facebook page as their social media hub (audience-wise, we have found Facebook encompasses more parents than Twitter does), we have helped increase attendance for in-person events and drive more engagement with their digital resources.

Using a combination of organic original and curated content with a targeted advertising campaign, Bouvier Kelly has played an integral role in keeping GPA top-of-mind for parents across Guilford County.

With a modest monthly advertising budget for the 2016-17 school year, we kept the page’s total engagement at an average of 2.91%, well above industry benchmarks of .5%-1%. Similarly, we grew their Facebook audience by 35% in the course of the year.

Email Newsletters:

Starting in 2016, Bouvier Kelly also took over the management of GPA’s nearly 10,000 contact-strong email newsletter program. We redesigned their existing template to create a cleaner and easier-to-read format that was also responsive for mobile viewers.

Since our redesign, primary metrics have increased by encouraging margins. Open Rates have gone from around 8%-10% to an average of 18%-20%. Click Through Rates have also increased from an average of 4%-6% to more than 10% each month.

Email News Letters:

Starting in 2016, Bouvier Kelly also took over the management of GPA’s nearly 10,000 contact-strong email newsletter program. We redesigned their existing template to create a cleaner and easier-to-read format that was also responsive for mobile viewers.

Since our redesign, primary metrics have increased by encouraging margins. Open Rates have gone from around 8%-10% to an average of 18%-20%. Click Through Rates have also increased from an average of 4%-6% to more than 10% each month.

Parent Resources Redesign:

One of the most innovative programs that GPA offers is its Parent Resources portal. Here, parents and students can receive live, 24/7 online tutoring help from professional tutors; get help with the GED studies; engage with interactive core subject tutorials; and even receive job interview and resume training.

However, the way this information is presented on their website prevents many parents from accessing the tools—or even understanding what was available to them. Our first instinct was to push for a brand-new GPA website, but since it was necessary to stay within the Guilford County Schools digital ecosystem, we had to find another way.

So, Bouvier Kelly offered a new redesign of the main landing page for this portal, helping to convey what was available with a tighter visual design. This redesign relies on minimal copy and succinct headlines instead of long explanatory copy.

GPA has plans to implement this new design for the 2017-28 school year, and we look forward to seeing the increased clicks and account sign-ups we anticipate it will bring.

 

 

End of Year Report:

Each year, GPA compiles a comprehensive report of their successes and accomplishments during the previous school year. This report, which is shared with local school leaders, parents and stakeholders alike, contains a copious amount of data and information. And while previous reports were effective in their presentation of this information, the leaders at GPA wanted to take a more visual approach for the 2016-17 report.

We brought bright colors, powerful pull quotes from people affected by GPA’s programs and impactful images to drive home GPA’s successes. This report emphasizes both the progress GPA made in terms of attendance and participation as well as what lies in store for the organization.

End of Year Report:

Each year, GPA compiles a comprehensive report of their successes and accomplishments during the previous school year. This report, which is shared with local school leaders, parents and stakeholders alike, contains a copious amount of data and information. And while previous reports were effective in their presentation of this information, the leaders at GPA wanted to take a more visual approach for the 2016-17 report.

We brought bright colors, powerful pull quotes from people affected by GPA’s programs and impactful images to drive home GPA’s successes. This report emphasizes both the progress GPA made in terms of attendance and participation as well as what lies in store for the organization.

GPA Overview Video:

While many families across Guilford County take advantage of GPA’s events and resources, there is always more room to spread awareness. In order to give an updated overview of how GPA helps parents help their children succeed, we interviewed several key figures involved in the success of the organization. This video features both administrators and parents, each providing their unique perspective into this nationally-recognized parent engagement program.

 

Aerialite

Aerialite

Video Case Study

 

Aerialite

Here’s a case study where you might learn a neat factoid or two for your next dinner conversation. Aerialite makes fiberglass designed specifically for surfboards, stand up paddle boards and every other kind of water board you can think of. Surfboards start as foam blocks which are then shaped by board builders and glassed with performance fiberglass. When Aerialite was introduced, it created a market demand for high end fiberglass across the surfboard building industry. Fifteen years later, we were challenged with refreshing the original branding, and creating modern content that reflected the current climate of surf culture. Along with a refocused social media push, that meant we needed to make some videos!

The Challenge:

With previous Aerialite marketing focusing on flashy, iconic imagery of female surfing models having run its course, the challenge was to find a new image for the brand that felt more natural. It needed to connect to the already growing fan base in a personal way, as well as draw in new board builders and manufacturers. Surfing is a very defined culture. No matter where they are in the world, they’re a community. The new focus needed to speak their language and get in the mix of what was happening now. It had to get on the pulse.

The Campaign:

There’s is a strong sense of reverence within surf culture. Every part of the process from foam block to hitting the waves is respected and lauded. Pride and craftsmanship are deeply rooted in the board building industry, and we knew it was necessary to take a look at those roots. A behind the scenes look at the gritty board building process became the focus to move the Aerialite brand forward. A series of documentary style videos created a natural and exciting way to present Aerialite as a product that fit the board builder’s way of life and made their job easier. Interviews with shapers and glassers allowed them to showcase their work and way of life and organically highlighted the three key elements of Aerialite- Clarity, Strength, and Ease of Use.

The Results

2,654

New Followers
  • Facebook 78% 78%
  • Instagram 89% 89%
  • Twitter 50% 50%
The board builder’s process and life had never been properly illustrated on a large scale. Documenting them allowed Aerialite to speak the surfing language without it feeling forced or unnatural. This ignited the current fan base and generated new excitement across the world in targeted regions like Australia and Hawaii, where Aerialite was making waves (pun intended). The majority of the impact could be seen across social media, where surfers and shapers are most reachable. Language pulled straight from the interviews became new brand messaging, and when positioned with images from the video shoots it helped generate 2,654 new followers across Facebook, Instagram, and Twitter over a five month period.

Upon speaking with surfboard shapers and glassers at industry expos and showing them the new materials, each one gave full support to the vision and focus and expressed overwhelming excitement at the new look. They were grateful that Aerialite cared as much about their craftsmanship as they did. As Aerialite continues to innovate the market it helped create, the new video push will keep its focus current and essential to the international surfing industry.

Plus, we won an award for our work! Our video “Aerialite – Pride in Craftsmanship” won Best Interview Video at PR Daily’s 2016 Video Awards! Say what?

The Results
The board builder’s process and life had never been properly illustrated on a large scale. Documenting them allowed Aerialite to speak the surfing language without it feeling forced or unnatural. This ignited the current fan base and generated new excitement across the world in targeted regions like Australia and Hawaii, where Aerialite was making waves (pun intended). The majority of the impact could be seen across social media, where surfers and shapers are most reachable. Language pulled straight from the interviews became new brand messaging, and when positioned with images from the video shoots it helped generate 2,654 new followers across Facebook, Instagram, and Twitter over a five month period.

Upon speaking with surfboard shapers and glassers at industry expos and showing them the new materials, each one gave full support to the vision and focus and expressed overwhelming excitement at the new look. They were grateful that Aerialite cared as much about their craftsmanship as they did. As Aerialite continues to innovate the market it helped create, the new video push will keep its focus current and essential to the international surfing industry.

Plus, we won an award for our work! Our video “Aerialite – Pride in Craftsmanship” won Best Interview Video at PR Daily’s 2016 Video Awards! Say what?

2,654

New Followers
  • Facebook 78% 78%
  • Instagram 89% 89%
  • Twitter 50% 50%

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