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WINDSOR POLICE
                SERVICES




By: Mike Quigg and Christine Heraiz
Introduction
 Marketing Objectives
 Communications
  Strategy
 Marketing Tactics
 Budget Overview
 Measurement of
  Success
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
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
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
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
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
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.
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.
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
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
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
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
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
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
Thank You!

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Windsor Police Services Mrk Plan

  • 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