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Article

This article presents the City of London Police's new policing strategy - Project Servator - as a way of designing a social marketing campaign that uses a partnership approach with the local community that is replicable across different global locales.

News

WASHINGTON DC: The US Army has given notice of its requirement for an advertising agency to give full-service support to a nationwide campaign focused primarily on recruitment and retention.

News

CANBERRA: Marketing initiatives by Australian government departments are delivering large sums, as new figures have revealed official adspend reached a near-record A$174.7m in the past year.

Article

This article examines how brands can acknowledge and support active and retired members of the military, suggesting a number of ways other companies can get involved.

Case Study

This case study shows how the U.S army partnered with a upcoming Hollywood movie to change audience perception of the organisation and increase its recruitment numbers.

Case Study

This case study describes how New Zealand Police portrayed frontline policing as a possibility for under-represented parts of the community by communicating an attribute fundamental to good policing: care.

Case Study

This case study describes how the Danish National Defence attracted young academics to its commissioning program with its The Officer's Choice campaign.

Case Study

This case study describes how the Danish National Defence, the armed forces, used virtual reality at careers fairs to appeal to people aged 17-24.

Research Paper

Evaluation of community engagement has historically avoided or ignored the question of the efficiency of the processes used.

Case Study

This case study shows how the British Royal Navy increased recruitment and reaffirmed support amongst those already serving.

Case Study

This case study demonstrates how reframing the Royal Navy in the UK improved recruitment of engineers.

Case Study

This case study describes how the US Navy created Project Architeuthis, an alternative reality game (ARG), as part of a campaign to recruit prospective cryptologists.

Case Study

This case study describes how the Danish Defence created a multimedia campaign to change attitudes among young academics towards careers in the military.

Article

This event report covers how the New York Police Department (NYPD) is making greater use of social media to connect with citizens and fulfil its mission.

Case Study

This case study describes how the US Air Force improved perceptions of the STEM opportunities available to attract high school students into considering it as a career.

Case Study

This case study describes how Dubai's image was boosted by its police force being given a fleet of supercars.

Case Study

The case study describes how the US Navy used puzzles, cyphers and cryptic clues regarding the location of a fictional enemy to fully meet its goal for recruiting cryptologists.

Case Study

This case study describes how the US Navy recruited cryptologists via an alternate-reality puzzle-solving game on social media.

Case Study

This case study describes how the Vancouver Police Foundation, a charity in Canada, raised its profile with people aged 18-34 with a campaign that sought donations in return for 'cool', police-style sunglasses.

Case Study

This case study explains how Dubai Police introduced a fleet of supercars to help raise Dubai's profile and reduce the amount of traffic offences.

Case Study

This case study describes how the US Navy used a video-based campaign to engage young people and raise awareness of job opportunities within the Navy.

Case Study

This case study explains how Defence Force Recruiting, the Australian Defence Force (ADF) recruitment organisation, encouraged women aged 16-30 to join the air force by facilitating conversations between serving women and people who were interested in enlisting.

Research Paper

This paper shares insights for qualitative research generated by observing methods used in other industries.

Case Study

This case study describes how Danish Defence, the country's armed forces, developed a mobile fitness app targeting young people, with the aims of changing perceptions of the organisation and improving the fitness of new recruits and existing soldiers.

Case Study

This case study describes a campaign by the New Zealand Police which successfully increased the diversity of new recruits, with a decreased marketing budget, by commissioning creative street art installations.