Our primary goal in 2008 was to increase the number of qualified African-American, Hispanic and female applicants, while maintaining overall qualified applicant levels. To achieve this, we embarked on a multifaceted evolution of our very successful Protect the City campaign with public relations, digital marketing and advertising. We also specifically targeted ethnic media and developed new creative while keeping with the established overall campaign theme.
As a result of these efforts, there were a record number of applicants, surpassing 2007 levels within the first nine months of the campaign. Additionally, we were able to generate larger numbers of qualified African-American and Hispanic candidates as well as triple the number of female applicants over 2007 levels. The R&R team is striving to increase these results with the redesign of the Protect the City Web site and presence on MySpace, Facebook and YouTube. Using these social media platforms, we are relying more on short videos to communicate the LVMPD experience and generate awareness of the variety of career paths available to officers and civilians.