Intense recruitment initiative makes all the difference in police department expansion.

Over a 10-year span, Prince George’s County, Maryland saw tremendous growth in its population and economy. To match the fast-paced growth, the county’s police department required focused and urgent efforts to recruit 250 new policy officers each year over a four-year period. In addition to enormous county growth, Prince George’s recruitment efforts had to stave off competition from neighboring county police departments. Octane partnered with Prince George’s County government and developed and implemented the Make A Difference campaign.

Octane developed a series of advertisements, collateral materials, website, strategic partnerships and a database to support the recruitment efforts and promote the unique advantages and benefits of the Prince George’s police department over the neighboring departments. Make A Difference saturated the market and led to significant increases in telephone inquiries volume and applications. Recruitment goals were exceeded each year of the four-year recruitment period.

Target audience: Prince George’s County residents

Client: Prince George’s County Police Department