To recruit 1,200 Special Constables by March 2008
To raise awareness and understanding of the role
To ensure that the attraction message both educates and informs and drives traffic to the microsite
To generate at least 80% of applications online
We planned a structured ‘Testimonial’ campaign that reached respondents through numerous touch points. Press advertising was used concurrently with an outdoor campaign to promote the broader messaging. Outdoor media was used as the initial ‘hook’ to drive respondents to the microsite. The online advertising explored the experience of being a Special and potential volunteers were reached through various sites. This was supported with a targeted SEO campaign.
