Jacksonville

Sheriff
Office

Campaign Objective:
Improve public
opinion by 20
percent within six
months.

Prestige Worldwide
Chelsea Freitas Lauren Commander
Courtney Henderson Trevor Schultz
Executive Summary:

The aim of this integrated marketing communications campaign is for

the residents of Jacksonville, Florida to feel that they are safely protected at all
times. Prestige Worldwide has a proposal that will increase the public opinion
of the Jacksonville Sheriff Office by 20 percent in six months. This campaign
will create a better relationship between millennials and the Jacksonville Sher-
iff Office.

One of the biggest issues going on in the world today is police brutality.
A commonly asked question is, Do millennials trust the police? By conducting
research on millennials, we discovered that millennials have grown up on the
era of trauma and the constant media violent images. Their lack of trust in the
police departments is understandable.

Prestige Worldwide has come up with a creative plan that blends tradi-
tional advertising, social media, and community involvement events for the
Jacksonville Sheriff Office to gain a better relationship with the Jacksonville
millennials. Through a strategic communication plan we at Prestige will in-
crease public opinion by 20 percent in six months.
Target
Market
Target Market:

Our target market is the Millennial generation living in Jacksonville. Millennials are anybody
born between 1980 and 1995 and are now between the ages of 20 and 35 (Zaydon 2016). The
following campaign will target male and female millennials living in the urban areas of Jacksonville
Florida. ZIP codes for these areas include:

32202 32214 32225

32204 32216 32226
32205 32217 32227
32206 32218 32233
32207 32219 32244
32208 32220 32246
32209 32221 32250
32210 32222 32266
32211 32223 32277
32212 32224

According to my census reporter 48 percent of the population of Jacksonville is male and

52 percent are female. The majority of the millennial population are unmarried striving singles, this
demographic makes up 14.3 percent of the overall population of Jacksonville. These singles are
20-somethings that tend to be employed in entry level positions according to the mosaic feature of
DemographicsNow. These singles tend to lead entertainment oriented lives and spend the majority
of the time they are not at work out on the town, or at home hanging out with friends.

According to the 2015 census found on American Fact Finder 24815 males are married and
age 18-34 living in Jacksonville, Florida.. That adds up to 7.4 percent of the male population of Jack-
sonville. The same census shows that about 60% of people age 18-34 living in Jacksonville make
less than $40,000 annually.

Although Millennials make up a large portion of the U.S. electorate research shows that it is
unlikely that they will participate in elections. In the 2008 presidential election only 50 percent of
eligible Generation Y voters went to the polls (Fry 2016). This younger generation is not taking an
interest in politics and therefore feel less connected to their elected officials, like the sheriff. People
age 18-34 are more likely to be concerned with pop culture or sports news than they are with politi-
cal or local news, according to DemographicsNow Mosaic.

Studies show that millennials do not visit news sites, read print newspapers, watch television
news, or seek out news at all. Not surprisingly the millennials Instead, spend more time on social
media and mobile devices. The percentage of millennials who Say keeping up with the news is
at least somewhat important to them is 85 percent, Get news daily is 69 percent, Regularly follow
five or more hard news topics is 45 percent, Usually see diverse opinions through social media is
86 percent and pay for at least one news-specific service, app, or digital subscription is 40 percent.
If you walked up to a millennial on the street and asked them how they got their news most of them
would say Facebook or Twitter. 88 percent of Millennials get news from Facebook regularly. Social
media plays an enormous role in how millennials learn about the world. If they want to have further
knowledge of the subject, then they might go to an outside source like news websites.
SWOT Analysis
SWOT Analysis:

In order to provide the citizens of Jacksonville with the best possible

service in accordance with its mission, JSO must recognize, evaluate, and
overcome its challenges and weaknesses as well as take full advantage of all
opportunities available to the Sheriffs office. While conducting the SWOT as
seen below, two problematic themes emerged for the sheriffs office: its
budget and community relations.
JSO has outlined a number of strategies to address and solve these
problems over the course of the next six months in order to increase
Jacksonville public opinion.
In addition to the two themes mentioned previously, the following pages
will highlight demographic information, trends, and department goals for the
year.

Internal External

Stengths Weaknesses Strengths Weaknesses

Leadership Budget Eduction & Vacancies/Personnel
Communication Expercied members Training Shortages
Transfer retireded Opportunities Increase in crime due to
& Morale Professional economic
Promotional Experienced Certifications factors
Opportunities members to other Diversity of Civil Lawsuits
Job Security agenciecs hiring pool Increased
Newly elected sheriff High turnover Grants population
Community
relations
Multi-agency
teamwork
Involvement at UNF,
FSCJ, JU
Brand Personality
Brand Personality and Positioning:

Together we can.

The Jacksonville Sheriffs Office is the local leader in crime prevention and awareness along
with community safety. JSO has been committed to keeping our community safe since its establish-
ment in October 1968. With a crime rate of 47 per one thousand residents, Jacksonville has one
of the highest crime rates in America compared to all communities of all sizes - from the smallest
towns to the very largest cities. Ones chance of becoming a victim of either violent or property
crime here is one in 21. Within Florida, more than 85% of the communities have a lower crime rate
than Jacksonville.
JSO story is through all the victims they help everyday. Helping over thousnands of victims
and families through their difficult times is what makes JSO a relible police department. Along with
their outstanding community involvement, JSO is one of the top police departments in the nation
with the complete suppoort of there community.

Together we can, prevent crime.

Together we can, make a difference
Together we can, improve safety
Together we can, unite our community

Vision:
To be the premier corrections agency within the United States.
In pursuit of this vision we will be:
Responsive to the community, restorative in character, and responsible for our commitments.
Brand Personality and Positioning:

Friendly, Brave, Reliable, and Relatable

Young professionals will see a friendly organization as easier to donate to and
support. Showing the dangers and daily battles of JSO to give them a brave image
will promote giving for an organization that is doing work that benefits the rest of
the community by standing in between the community and danger. Making sure
that millennials see JSO as reliable and relatable will make them more approach-
able and give people in the community comfort in knowing that JSO will be re-
sponding to their needs.
Creative Breif
Advertising Strategy:

Rationale Benefits
Emotional Significances
Positive brand perception
Personal Safety
Community safety
Protected Property

Lower crime rates Personable Officers

Drunk driving prevention Emotional Investment

Share donating time and money

Donations for a good cause
Wants to feel safe everyday
Funding increases safety

Largest protective force in the area

Rationale Benefits Emotional Signifcances

(Product-Oriented) (Customer-Oriented)

Rationale

By presenting JSO as a personable and friendly face, the target

audience will feel more inclined to donate and support JSO as
their communitys asset that keeps them safe. Young profession-
als will be more enthusiastic about JSO when they understand
that they are donating to protect themselves, their property,
and the people they care about in their local community.
Creative Breif:

Client: Jacksonville Sheriff Office

Name of Campaign: Prestige WorldWide

Why are we Advertising?

To have a better public opinion of JSO

Who are we talking to?

Millennials 20-35

What do they currently think?

JSO arrests people and just gives speeding tickets and JSO is always after them

What would we like them to think?:

The laws are here to keep you safe, not get you in trouble. JSO is on your side and is
not your enemy.

What is the single most persuasive idea we can convey?

We are here to protect not just punish

Why should they believe it?

Because they pay for us to protect them, there property and their community, when-
ever they are in trouble they want someone to protect them.

Are there any creative guidelines?

Advertisements and visuals will show bonding situations between JSO officers and
the target audience. These situations must give feelings of comfort, relatability, and
over all else, a personable face to JSO. These situations need to show officers assist-
ing or protecting the male millennials, such as stopping a thief breaking into a car
with a college sticker such as a UNF parking pass, in a popular area such as the Jack-
sonville pier. The visuals also will show the officers in situations where they are not a
person to be feared or disliked but as a person that is relatable. A situation like buy-
ing groceries or on a date in uniform showing that they are just like the public, but
that they are also that the uniform stands for safety and protection.
Strategy & Tactics:

Objective: To increase favorable opinion of the Jacksonville Sheriffs Office by 20 percent

within six months.

Strategy: To encourage the community to see law enforcement as people we will focus on
building a relationship between the sheriffs office and the community. In order to human-
ize police we will use various social media platforms as well as host community outreach
events.

Tactics:

1. Host a JSO Uber takeover event. This event would be a collaboration between JSO
and Uber, uber customers would use their phone to call the car service and on this partic-
ular night they would have the opportunity to call an off duty JSO car to pick them up. This
gives the officers an opportunity to create personal bonds with the community.

2. Increase social media presence in the millennial community. We will do this by creat-
ing more interactive posts on JSO instagram, snapchat, and facebook. We will also increase
our presence by advertising on social media sites that are most visited by mellienials in our
target market.

3. Link our campaign with a spokesperson that is popular with the target audience. Jack-
sonville Jaguars quarterback Blake Bortles will be the face of this campaign by tweeting
related messages and participating in scheduled live chats. Bortles would promote JSO
halftime takeover event, where police officers will perform a dance at a Jaguars game.

4. Host a JSO table at local colleges and universities UNF markets days, FSCJ monthly
community event, and JU Phinatics events. Our table will have officers promoting commu-
nity events along with a prize wheel with prizes like koozies, t-shirts, cups, and other promo
materials.
Communication Flowchart:

Budget:
Evaluation Plan:

The evaluation plan will include a variety of different qualitative and quantitative re-
search methods before, during, and after our advertising campaigns and events. Each tactic
will have a measurement mechanism which will demonstrate how effective the methods
were and how closely our objective was reached.

Objective I

To increase favorable public opinion of the St. Johns County Sheriffs Office by 20
percent within six months.

Methods

Facilitate preliminary and post surveys online and in person in order to measure the
public opinion of the St. Johns Sheriff Office both before and after the campaign.
Conduct telephone interviews surveying the public opinion of sheriff officers both be-
fore and after our campaign.
Collect ratings data from the Uber app evaluating their experience on their ride with an
officer using a zero to five star rating system with an optional area for additional com-
ments.
Analyze the number of viewers who saw, liked, shared, and commented on JSO posts
on Facebook, Instagram, Snapchat, and Twitter.
Analyze the number of individuals who viewed, liked, retweeted, and replied to Blake
Bortles posts on Twitter to determine the size of the population reached.
Provide a sign-in sheet for JSO tabling at local colleges and universities to determine
how many individuals attended the tabling and interacted with the police officers as well
as a questionnaire collecting data in regards to how the event changed that individuals
attitudes towards sheriff officers.

Rationale

By evaluating the population that was reached and the change in public opinion before
and after the advertising campaign, St. Johns County Sheriffs Office will be able to under-
stand who the campaign reached, how many people the campaign reached, as well as how
effective the campaign was on the target audience.
Conclusion:

Through unconventional methods and a personable approach, the strategy

focuses on becoming a friendly and approachable face of safety in the community.
With the aim of humanizing the Jacksonville Sheriffs Office and transforming their
community image from public enforcer to approachable neighbor.

By utilizing the power of traditional marketing, non-traditional marketing, a
relatable spokespersons, and community involvement the proposed communication
plan provides the tools for JSO to gain favorable public opinion by 20 percent in the
Jacksonville community.

Prestige Worldwide has outlined tactics and an objective that concentrate on
building a strong relationship between the community and the sheriffs officers that
serve them. Our talented team strategically and thoughtfully outlined a campaign
to involve and educate the millennial generation on the importance of law enforce-
ment.

The team is so excited to get started with JSO and cannot wait to implement
this strategy that will provide results.
 Works Cited

@. (n.d.). Census profile: Jacksonville, FL. Retrieved November 29, 2016, from
https://censusreporter.org/profiles/16000US1235000-jacksonville-fl/

Fry, R. (2016). Millennials overtake Baby Boomers as Americas largest gener-

ation. Retrieved November 29, 2016, from http://www.pewresearch.org/fact-
tank/2016/04/25/millennials-overtake-baby-boomers/

Fry, R. (2016). Millennials overtake Baby Boomers as Americas largest gener-

ation. Retrieved November 29, 2016, from http://www.pewresearch.org/fact-
tank/2016/04/25/millennials-overtake-baby-boomers/

Gallup, I. (2016). Public Opinion Context: Americans, Race and Police. Re-
trieved November 29, 2016, from http://www.gallup.com/opinion/polling-mat-
ters/193586/public-opinion-context-americans-race-police.aspx

Home. (n.d.). Retrieved November 29, 2016, from https://www.clickz.com/static/

cpm-calculator

Sheriff s Office. (n.d.). Retrieved November 29, 2016, from http://www.jaxsheriff.

org/