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EMU 811 Wilshire 6WCl Su,te 2050, Los Angeles, CA 90017 3.' ^n:iSagUncymm :213.341,0171 f 213.861.7433 Scope of Work Santa Ana Police Department Recruitment Campaign 2/12/16 osai Su The Santa Ana Police Department (SAPD) is an established, well -known mid -size law enforcement agency in Orange County. SAPD seeks to fill vacant Police Officer positions over a two -year period. The department is seeking to recruit qualified applicants who are results - oriented, possess great attitudes, demonstrate creativity and innovation, work efficiently, show a record of success and have a passion for public service. Sensis proposes an integrated campaign that includes development and implementation of a social media strategy plus up to three event activations /street teams that fit perfectly with our target profile. Additionally, we will deploy targeted digital media (paid search, display banners and pre -roll video) along with available out -of -home in the local Santa Ana area. objectives Marketing Objectives: • Shift existing perceptions about a career in law enforcement • Reframe Santa Ana PD so that it is more compelling employment option to core Millennial target and differentiated against alternative police departments • Position Santa Ana PD as the police department as the preferred PD to join Business Objective: Hire 50 -60 (final numbers TBD) Police Officers per year over the next two years Campaign Strategy The challenge to date recognizes a core audience of Millennial men and women from which Santa Ana PD would like to attract hires and recruitment in nearby counties. Competition for these potential recruits comes from attractive alternatives, such as Anaheim PD or Orange County Sheriff's Department. Additionally, exterior considerations include the perceptual hurdle of potential negative associations with law enforcement, as well as flagging interest in a life "on the force" or civil service. Account Service Account Management: Sr. Account Director, Vanessa Rodriguez will serve as the senior point of contact to SAPD staff and oversee account service with an Assistant Account Executive serving as the primary day -to -day contact. The Sr. Account Director will provide strategic guidance on how to best solve for unexpected issues, while the Assistant Account Executive ensures that all affected parties are informed of modifications and continue to move the project forward, according to latest