Victoria Police
Victoria Police
Industry: Law Enforcement, Government
Services Used: Social Media Advertising, Social Media Strategy
Platform: Meta, LinkedIn
Victoria Police works to reduce the incidence and impact of crime, and keep the Victorian community safe through initiatives, programs and partnerships.
Victoria Police provides policing services to the Victorian community 24 hours a day, seven days a week, across 54 Police Service Areas.
Joining forces for a recruitment blitz
In October 2022, Victoria Police launched Made for More, an advertising campaign to support police recruitment. Victoria Police was looking for a digital agency partner to support the paid social media component of this campaign, including strategy, content creation, copywriting, implementation and moderation.
Joining forces for a recruitment blitz
In October 2022, Victoria Police launched Made for More, an advertising campaign to support police recruitment. Victoria Police was looking for a digital agency partner to support the paid social media component of this campaign, including strategy, content creation, copywriting, implementation and moderation.
A playbook for success
As the saying goes, ‘a goal without a plan is just a wish’. Victoria Police had a goal to recruit more police officers, so a detailed strategy was necessary to map out a plan of action, along with KPIs to ensure our advertising campaigns were hitting targets.
The strategy encompassed detail around key messages, target audience groups, platform selection, ad examples and budgeting which became our bible for campaign planning.
Regular content calendars were produced with targeted ads for specific audiences, platforms and placements, which were then implemented by our team in conjunction with the media buyer. Weekly ‘Work In Progress (WIP)’ were produced and sent to Victoria Police’s Media, Communications and Engagement Department to help keep track of performance. While in-depth monthly reports helped provide a broader view of asset performance and consumer behaviour.
A playbook for success
As the saying goes, ‘a goal without a plan is just a wish’. Victoria Police had a goal to recruit more police officers, so a detailed strategy was necessary to map out a plan of action, along with KPIs to ensure our advertising campaigns were hitting targets.
The strategy encompassed detail around key messages, target audience groups, platform selection, ad examples and budgeting which became our bible for campaign planning.
Regular content calendars were produced with targeted ads for specific audiences, platforms and placements, which were then implemented by our team in conjunction with the media buyer. Weekly ‘Work In Progress (WIP)’ were produced and sent to Victoria Police’s Media, Communications and Engagement Department to help keep track of performance. While in-depth monthly reports helped provide a broader view of asset performance and consumer behaviour.
Crafting a connection with the community
Through targeted messaging and asset selection, along with the guidance of our detailed reporting, Aston Digital has been able to communicate a message which resonates directly with the person consuming the content. Increased engagement has been seen amongst targeted audience groups including people living in regional communities, school leavers and corporate professionals.
Using a marketing funnel approach, Aston Digital has helped create a broader awareness about the roles and benefits that come with working as a police officer, increased consideration amongst interested consumers and influenced the number of police officer applications.
Victoria Police has seen increased awareness and interest in the police officer role.
Combining traditional and digital marketing methods, Victoria Police has seen an increase in the number of applications for the police officer role from a number of different cohorts including school leavers, regional communities and career changers.
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Untapped Group (Genius Armoury)
The Untapped Group, together with AustCyber, was looking to launch an introductory cybersecurity course targeting young neurodiverse individuals in Australia. Untapped came to us with their concept which required its own form of branding that would appeal to their target market.
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Teoma wanted to create a fresh and professional online presence that showcases their history, purpose and expertise in their field. The website needed to serve as a resource for information, education, and recruitment, while also conveying Teoma's values of diversity, professionalism and family-friendliness.
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