New Zealand Police - New Cops

Brief

M&C Saatchi engaged us to develop and execute an online strategy to support their ‘Better Work Stories’ campaign running above the line nationwide. Our solution had to:

1. Engage users by demonstrating some of the Better Work Stories shown in the ads
2. Gather information on potential candidates
3. Lift the conversion rate of interested candidates to new recruits by offering support tools to help them get ready for induction.

Solution

Our solution consisted of several components, the sum of which is designed to help as many quality candidates get through the recruitment process and into the force. Components were;

1. New look website focussing on Better Work Stories content, providing an overview to what it could be like in the Police. Competitions attract further engagement and provide a reason to invite potential recruits to Police career seminars.
2. Desktop coach enables candidates to access advice, tips and help 24/7 from their PC to get themselves ready for the induction phase of their career. It also provides them with instant communication with fellow recruits in their area so they can train together and support each other untill they make the make the grade required for entry.
3. Beat Camp, and extension of Desktop Coach is a fitness and skill programme run from central city locations were candidates can meet and train together

Results

Official statistics are embargoed, however there has been a huge increase in site traffic and repeat users, massive uptake in use of the Desktop Coach as well as subsequent seminar attendance. Ebeat, the email we deploy as part of the monthly site maintenance showcasing Better Work Stories enjoys record open and click rates. Beat Camp is just about to commence.