team 8 community policing campaign (1)
TRANSCRIPT
Community Policing
Team 8: Elisenia Centeno, Alexandra Houton, Holly McCleary, William Onley and Ashley Roland
12-1-2016
TABLE OF CONTENTS OVERVIEW, SITUATION ANALYSIS, RESEARCH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-10
OVERVIEW: SITUATION, OPPORTUNITY, CHALLENGE...............................................1
SITUATION ANALYSIS: MCCA ........................................................................................2
SITUATION ANALYSIS: COPS OFFICE ...........................................................................3
RESEARCH: CLIENT – ABOUT MCCA .......................................................................... 4-5
RESEARCH: CLIENT – ABOUT COPS OFFICE ............................................................. 6-7
RESEARCH: INDUSTRY ...................................................................................................8
RESEARCH: COMPETITORS............................................................................................9
RESEARCH: TARGET AUDIENCE ................................................................................. 10
PROGRAM GOALS AND OBJECTIVES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11-12
PROGRAM GOALS .......................................................................................................... 11
OBJECTIVES .................................................................................................................. 12
KEY TARGET PUBLICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13-14
STRATEGIES.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
KEY MESSAGES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
TACTICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17-19
EXECUTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20
EVALUATION.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21-22
EVALUATION ................................................................................................................. 21
UNEXPECTED RESULTS ............................................................................................... 22
CONCLUSION AND RATIONALE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
Community Policing
Overview,
Situation
Analysis,
Research Four Cities Festivapalooza
OVERVIEW
Situation Relations between communities and law enforcement officials are a major issue in the United States, today. Police units are meant to keep order within the cities they patrol, but,
as of lately, opinions vary as to whether officers are protecting their citizens. An internet search can produce multiple occurrences involving police officers and citizens, which leads
people to believe the police and justice systems are not in the right. For example, less than
50% of the Hispanic and black communities trust their police officers to protect their safety1.
The Major Cities Chiefs Association and the Office of Community Oriented Policing Services have tasked Group 8 with building trust within the communities they are
obligated to serve and protect without sacrificing the safety of those communities.
Opportunity Decades ago, crime was not within American’s top five major concerns2. Nowadays, it tops
the charts of people’s greatest fear within their country3. Police and justice forces nationwide have to leverage community policies and relations to create trust between
officers and their publics.
The public is vulnerable, and police are in the powerful position of relating their strengths
and mission statements. During a time when the nation faces foreign threats, police have the opportunity to reshape their communities’ perspectives and to create a trusted bonds.
Challenge The U.S. Conference of Mayors Working Group of Mayors and Police Chiefs reported Jan.
22, 2015, that the 2014 shooting of Michael Brown raised issues that are difficult to
discuss4. According to the report, the shooting of an unarmed, black teenager by a white police officer brought up "issues of race, class, prejudice, poverty, and inequality." The
grand jury's decision to not indict the officer deepened the divide.
Other instances occurred that further alienated police within their communities. This
division resulted in backlash from people seeking justice for what they feel the victims deserve.
An underlying problem lies within protests and riots. Protesters are passionate in trying to get their voices heard, and they end up either under arrest or are gassed by officers. MCCA
and COPS Office must prepare to deal with protesters at any event involving police within
communities where tensions run high.
SITUATION ANALYSIS
Major Cities Chiefs Association
Strengths
The association reaches both the
United States and Canada
Access to distributed materials from
both the organization and the media
Member Cities Active Facebook presence
Three seasonal conferences
Links on website
Opportunities
Tommy Norman as a potential influencer
To promote a more diverse police force
There is room for growth on social media
o Suggestion: Major Cities should
consider Twitter and YouTube Reaching out to youths in elementary to
build relationships and to promote as a
possible career
Create a relationship with major media
outlets Create a conference to unite Tommy
Norman and Black Lives Matter movement
Gain publicity by strengthening MCCA
and COPS Office’s positions
Weaknesses
No central office
Links to press releases expire
Major Cities is only active on one
social media platform: Facebook
Not enough executive diversity
Not a prominent organization
Threats
Other police-run organizations
Rise in police-related shootings of black
males
Negative perception of police officers
Potential riots that can break out
SITUATION ANALYSIS
Office of Community Oriented Policing Services
Strengths
Funding transparency
Successful tactic: Coffee With A Cop
Day
Director Ronald L. Davis appointed by
Obama Provides police strategies, training,
technical assistance to all ranks of law
enforcement
Component within the Department of
Justice office Active on social media
Worked with President Obama to
devise detailed plan for community
policing
Opportunities
Attach name recognition
Create an Instagram account
Ronald L. Davis profile piece
Gain publicity by strengthening MCCA
and COPS Office’s positions
Weaknesses
No name recognition
“Cops” gives false denotations
Difficult to maneuver website
Threats
Potential shootings
Uncontrolled media
Negative perception of police in general because of interactions
RESEARCH: CLIENT
About MCCA
The Major Cities Chiefs Association includes chief law enforcement executives from 63 of
the largest urban areas in the United States and the seven largest cities in Canada.
Members of the MCCA serve approximately one-fifth of the U.S. and Canadian population.
Leadership breakdown
J. Thomas Manger – President – Montgomery County Police Department Chief
(Caucasian male) Art Acevedo – 1st Vice President – Austin Police Department Chief (Hispanic male)
George Turner – 2nd Vice President – Atlanta Police Department Chief (African-
American male) James A. Cervera – Virginia Beach Chief of Police (Caucasian male)
Jerry Dyer – Fresno Police Department Chief of Police (Caucasian male) Jennifer Evans –Peel Regional Police Chief (Caucasian female)
Kim Jacobs – Columbus Police Division Chief (Caucasian female)
Janeé Harteau – Minneapolis Police Department Chief (Hispanic female) Darrel W. Stephens – Executive Director (Caucasian male)
Patricia Williams – Associate Director (African-American female)
Gender 60% Male leadership
40% Female leadership
Race 60% Caucasian 20% African-American 20% Hispanic
Social media presence
MCCA is active primarily on Facebook. Multiple Twitter accounts were created for separate
chapters and cities within the organization, but MCCA does not have a strong following on
the organization’s main account, which lacks content and only has 40 followers.
Press involvement
Minimal coverage from the media. One Wall Street Journal article briefly mentioning Major Cities Chiefs Association
for a statistic.
According to the MCCA website, major cities account for nearly 20% of the nation’s
population, but more than one-quarter of reported index crimes and more than 37%
of all reported violence offenses.
MCCA’s plan/campaign to increase public trust
Police leaders must consider the following when building public trust and confidence:
1. General policies for releasing public information 2. Leveraging social media
3. Name and video releases 4. Leadership responses to officer-involved shootings and other critical events
5. Subjecting agencies to public reviews
According to an MCCA news release, the organization and all law enforcement are aware
that African-American males dying at the hands of police is a chief concern5. In 2015, 258 black males – representing 26% of all victims – were shot and skilled by
officers. African-Americans represent 14% of the entire population.
In 38 (15%) of those encounters with police, they were unarmed, as compared to 93
(9.4%) of the entire 990 shootings. As of Sept. 27, 2016, there have been a total of 714 officer-involved shootings, with
2,174 (24%) African-Americans.
In 15 (8.6) of those cases, the person was unarmed.
“MCCA played a major role in the President’s Task Force on 21st Century Policing. One of
the co-chairs, retired Philadelphia Commissioner Charles Ramsey, is the immediate past
president of MCCA and one of the members of the task force was retired Tucson Chief
Roberto Villasenor. The Task Force Report was released in May 2015 and included 62
recommendations and 92 action items. MCCA held four meetings during the summer to
discuss the implementation of the recommendations. The Community Oriented Policing
Services (COPS) Office provided support for three roundtable discussions with MCCA
members. The Laura and John Arnold Foundation supported a partnership with the
International City/County Managers Association to discuss the recommendations with local
government officials and community organizations in the context of improving police
community relationships.”6
RESEARCH: CLIENT
About COPS Office
The Office of Community Oriented Policing Services was established in 1994 and is part of the U.S. Department of Justice. COPS Office takes control of community policing
throughout the nation, states, local, territorial, and tribal law police agencies by offering resourceful information.
COPS Office’s goal is to employ professional officers throughout the nation by providing
police strategies, training, and technical assistance to all ranks of law enforcement to build trust and respect within police and communities. Since the establishment of COPS Office,
there has been more than $14 billion to support improvement of community policing7.
Leadership
United States Attorney General Eric Holder selected Ronald L. Davis, who is African-
American, in November 2013 as the COPS Office director8. President Barack Obama
appointed Davis to serve as executive director of the newly developed President’s Task Force on 21st Century Policing. Obama assigned Davis and the Task Force to create a plan
to better improve community policing, trust with communities, and expand public safety9.
The COPS Office initiated Oct. 7, 2016, as National Coffee with a Cop Day10. Over 500 law enforcement agencies participated in the country, and eight other countries have adopted
this day11.
Community Policing in Action: Photo Contest by Nov. 4, 2016
This was a photo contest, initiated by the COPS Office nationwide, to show officers
positively involved in their community. Pictures are shown on the website.
Dallas reached the semi-finals. Winners included pictures from cities, Pennsylvania,
Georgia (WINNER), Virginia, Colorado, Wisconsin, Delaware, Florida, California, Illinois,
Missouri, Maryland and New Jersey12.
Social media platforms
COPS Office publishes an e-newsletter.
COPS Office is very active on Facebook, with new posts at least once almost daily.
Posts include national heritage months, news about the organization, and community outreach opportunities.
COPS Office posts regularly on Twitter, at least once daily. Posts include honoring
officer and civilian deaths, raising awareness about COPS’s current projects, issues
occurring in the country, promoting COPS’s projects, and engaging internet users to become active in their community.
YouTube uploads are on a monthly basis. Videos include speeches from law
enforcement hierarchy, national holiday’s, Justice Department announcements, responses to shootings and other community disturbances.
Programs
President’s Task Force on 21st Century Policing: Developed Dec. 18, 2014, President Barack Obama created an 11-member task force, as an executive order, to combat the issues faced
between law enforcement agencies and their communities.
This task force met seven times in 90 days to review nine pillars of focus: building trust and legitimacy; policy and oversight; technology and social media; community policing and
crime reduction; training and education; and officer wellness and safety.
This now serves as a resource for agencies to turn to when wanting to exemplify positive changes in their actions13.
Advancing 21st Century Policing Initiative was launched in May 2016. This program will
provide hands-on assessments and technical assistance to select offices around the country. Texas has two offices within this program, one in Arlington, and the other in San Antonio.
Coverage consists of when COPS Office is awarded grants, when they will oversee agencies
actions and when they have implemented a new program. In the news about every month or every other month.
RESEARCH: INDUSTRY
Industry – Community and Police Relationships
Murphy, Kristina. "Public Satisfaction With Police: The Importance Of Procedural Justice
And Police Performance In Police–Citizen Encounters." Australian & New Zealand
Journal Of Criminology (Australian Academic Press) 42.2 (2009): 159-178. Criminal
Justice Abstracts with Full Text. Web. 29 Oct. 2016.
Law enforcement can greater improve trust and relationship with communities when they
perform fair job duties, putting less strain on authoritative procedures, according to
Murphy.
The public is more likely to comply with police regulations when they have the opportunity
to have conversations with their local officers and see officers use similar behavior per individual (acting with dignity and respect).
Police can be viewed as more legitimate when they are involved with their community
residents, according to a 2003 Sunshine and Tyler article.
A study of Oakland residents living in high crime areas concluded favorable evaluations of
law enforcement officers after office had changed from command-and-control orientation to
a fair and respectful disposition (Tyler and Huo, 2002).
RESEARCH: COMPETITORS National Association of Chiefs of Police (NACOP)
This nonprofit was founded in Florida 1967, and was organized for education and charitable
activities. The organization provides funding to small departments, officers and the family
of those paralyzed or disabled in the line of duty14.
Program expenses are covered by 23.4% of funds, and over 60% of funds are spent on
fundraising14.
International Association of Chiefs of Police
A professional law enforcement association that runs for more than 120 years. The
association has 25,078 members in 115 countries15.
Tools provided help members perform their jobs effectively, efficiently, and safely while
educating the public on law enforcement’s role in building sustainable community
relations15.
Some common issues dealt within MCCA are also part of the IACP association project
initiatives. Its projects include “Protecting Citizens’ Civil Rights,” “Identity Crimes Project,”
“Gun and Gang Violence Reduction” and “Victim Assistance.’
IACP provides 1,450 days of training a year, 204 workshops, 101 meetings and 91 events in
hotels and other venues with 15,335 total attendance including delegates from 83 countries.
Each region has its own association of police chiefs, such as Texas Association of Chiefs of
Police and New England Association of Chiefs of Police, with each possessing its own
guidelines, procedures and mission statements.
Black Lives Matter
Created in 2012 after the death of Trayvon Martin by an officer. Black Lives Matter is
neither a charity organization, nor an organization. Black Lives Matter is a movement that
launched on social media.
Advocating against violence towards African-American lives in the forms of police brutality,
overcrowded jails, assault, poverty, unequally treated immigrants, etc.
Guiding principles include supporting diversity, equal justice, community and empathy.
“It is an affirmation of Black folks’ contributions to this society, our humanity, and our
resilience in the face of deadly oppression.”16
Social media outlets include email, Facebook, Tumblr, Twitter and Instagram. Posts at
least once a day on each, promoting African-American achievements in the U.S. and its key
messages of social peace and justice for all.
Growing hashtag and movement in the current generation. Used as a hashtag whenever
there is unfair police violence against a black person.
RESEARCH: TARGET AUDIENCE Populous cities are where majority of the trust is broken between law enforcement and
those they serve. More than 50% of minorities do not trust their officers, while over 50% of
white Americans believe their law enforcement is doing a great job at protecting their
communities.
Baltimore, Chicago, Dallas and Los Angeles have increasing tension between law
enforcement and local citizens. Focusing on these cities may prevent the next American
tragedy.
Specifically, this campaign will target the following:
Black males, ages 33 to 44
o Located in Baltimore, Chicago and Dallas
o With an annual household income of $50,000 or less
Hispanic males, ages 18 to 44
o Located in Los Angeles
o With an annual household income of $50,000 or less
Community Policing
Program Goals
and Objectives Four Cities Festivapalooza
PROGRAM GOALS
Goal #1 To enhance two-way communication at the city-level and establish a trusting relationship
between Major Cities Chiefs Association and the Office of Community Oriented Policing
Services.
Goal #2 To increase awareness of the efforts made by the Major Cities Chiefs Association and the
Office of Community Oriented Policing Services, so that their publics can easily get
involved in community events.
Goal #3 To aid in putting a stop to police brutality in unjust ratios of minorities and low-income
residents.
OBJECTIVES
Objective #1: Output To host festivals in the four designated cities (Baltimore, Chicago, Dallas and Los Angeles)
through a joint partnership between the COPS Office and MCCA organizations.
Objective #2: Impact – Informational To produce at least one positive media story about the COPS Office and MCCA in each of
the four cities in at least one major newspaper and one broadcast outlet by the end of the
2017-18 campaign year.
To generate four national news stories about MCCA and COPS organizations using positive
community outreach methods.
Objective #3: Impact – Attitudinal To convince 5% of residents that live in Baltimore, Chicago, Dallas and Los Angeles that
police are not the enemy and that there is a potential positive relationship between the
community and police.
Objective #4: Impact – Behavioral To influence 30% of men, ages 18 to 44, in Baltimore, Chicago, Dallas and Los Angeles to
work in harmony with city police departments.
To decrease police shootings 10% during the year 2017.
Community Policing
Key Target
Publics Four Cities Festivapalooza
TARGET PUBLICS
Primary Target Publics Black males ages 33 to 44
o Located in Baltimore, Chicago and Dallas
o With an annual household income of $50,000 or less
Hispanic males ages 18 to 44
o Located in Los Angeles
o With an annual household income of $50,000 or less
Secondary Target Public Males ages 18 to 44
o Located in Baltimore, Chicago, Dallas and Los Angeles
o With an annual household income of $14,000 or less
Influencers
Tommy Norman
Stephanie Rawlings-Blake, Mayor of Baltimore
o Leaving office to be professional speaker
Policymakers
Baltimore
Stephanie Rawlings-Blake, since 2010
o She is the second female mayor
o Active on Twitter
Chicago
Mayor: Rahm Emanuel, since 2011
Dallas
Mayor: Mike Rawlings
o 61st mayor of Dallas
o Works closely with Dallas Commission on Homelessness
o Called by peers and residents the “Homeless Czar”
o Park Board President (Previous)
o On the Jesuit College Preparatory Board of Trustees
o Tent City: Under I-30 and I-45
City Office of Community Relations – Brenda Allen
o Not the office’s chief executive, but Allen works closely with its social
media and neighborhood engagements
City Office of Policy, Media & Communications – Patricia Blasquez
o Not the office’s chief executive, but Blasquez works with media requests,
social media platforms and Dallas’ arts and cultural scene
Los Angeles
Mayor: Eric Garcetti, since 2013
o Formerly served as a Los Angeles City Council member for the 13th
District
Council president, 2006 to 2012
o Democratic Party, 45 years old, married
o Initiatives:
Office of Sustainability
Addressing Homelessness
Aliso Canyon Gas Leak Resources
U.S.-China Climate Leaders Summit
LA Great Streets
o Streets cover 18% of L.A.’s land mass
Initiative’s goal: to serve, support and strengthen
vibrant corridors that are the backbone of Los
Angeles
15 corridors
Infrastructure
The open call winner for Los Angeles Poet Laureate
o Deadline: Dec. 16, 2016, at 11:59 p.m.
Poet Laureate serves as an official ambassador of the city’s cultural scene, promoting rich
literacy and celebrating the written word
Community Policing
Strategies Four Cities Festivapalooza
STRATEGIES
Strategy #1 To host a festival in the four communities, which will serve as a positive environment
where men ages 18 to 44 can spend time with their families, all while learning about the
benefits of working alongside police to achieve a common goal.
Strategy #2 To use media relations and social media platforms to reach our target audience, males ages
18 to 44.
To promote the festivals through radio stations for long commuters or radios on buses.
Strategy #3 A partnership with Tommy Norman to: pitch a feature story about Norman’s involvement
in Four Cities Festivapalooza, use as a credible source for the social media campaign, and
to distribute key messages of positive community policing within diverse neighborhoods.
Strategy #4 To set up booths at the festivals that provide a wealth of information about the benefits of
MCCA and COPS office, the subject of body cameras, and policing the police.
To host family-friendly activities like games that will bring in children and their fathers to
bond and create a sense of goodwill at the festival.
Strategy #5 To send press kits to major daily newspapers and four national news networks in each of
the four communities where Four Cities Festivapalooza will be held.
Strategy #6 To build a website designated solely for the Four Cities Festivapalooza campaign.
Strategy #7 To find one person in each of the four communities impacted by police violence, interview
them about their experience, and write personality profiles to pitch to designated media
outlets.
Community Policing
Key Messages Four Cities Festivapalooza
KEY MESSAGES
Key Message #1
Four Cities Festivapalooza unites police officers and their communities.
Key Message #2 COPS is here for your family.
Key Message #3 An African-American is 2.5 times more likely to be shot and killed by a police officer than a
Caucasian American.
Key Message #4 Do you want to dunk a cop? Join the fun at Four Cities Festivapalooza.
Community Policing
Tactics Four Cities Festivapalooza
TACTICS
Tactic #1: Festival activities/venues COPS Office and MCCA will host information booths for their specific organizations,
as well as various other police-affiliated organizations
o Bring in businesses looking for new hires to host their own information
booths. This provides incentive for men ages 18 to 44 to attend.
Games include:
o Dunking officers in a water tank will increase participation among older
crowds
o Children can pin badges on an officer as an instructional activity that
demonstrates where officer name and numbers go
o Corn hole
o Jenga
o Inflatable bounce houses for children to play in
Event venues:
o Baltimore: Inner Harbor
o Chicago: Chicago Park District
o Dallas: Fair Park
o Los Angeles: Grand Park
Tactic #2: Utilize social media platforms for campaign MCCA: Facebook, Twitter and Instagram
o Facebook: Post once daily – one image with each text post. During the event,
have participants use a special hashtag and enable tagging for city-specific
festival albums. Create Facebook event under the profile page with a summary of what
the campaign is about, why MCCA and COPS Office are working
together to host the event, and how people can volunteer and/or participate with their families.
o Twitter: Post twice daily – one photograph/graphic/infographic/gif with text and one regular text post. Create a moment on the Twitter profile page for
each festival event.
o Instagram COPS Office: Facebook, Twitter, Instagram, YouTube, Snapchat
o Facebook: Post once daily – one image with each text post – leading up to
each festival event. On the day of each festival, post Facebook Live videos of
officers being dunked and pinned. Also, on the festival days, post a photo of where information booths are being held.
Create Facebook event under the profile page with a summary of what the campaign is about, why MCCA and COPS Office are working
together to host the event, and how people can volunteer and/or
participate with their families.
o Twitter: Post once daily – both an image and a text post. Create a moment on
the Twitter profile page for each event. Also, host a live Q&A session with the COPS Office director.
o Instagram
o YouTube: Post videos on the days leading up to the festival, with a time lapse on the video to show how the festival is being put together during those days.
On the festival day, have families give brief interviews about what they liked about the event, and possibly get COPS Office members and MCCA members
to join the conversations.
o Snapchat In addition, use social media with Tommy Norman as a credible source to discuss
the upcoming festivals held in Baltimore, Chicago, Dallas and Los Angeles.
o Verse Norman well in the campaign’s key messages, including how MCCA and COPS Office are striving to spread positive community policing within
diverse neighborhoods.
Tactic #3: Send Tommy Norman on a tour Spokesperson Tommy Norman will tour Baltimore, Dallas, Los Angeles and Chicago
to host each festival. Norman will be available for meet-and-greets and group selfies.
Use the hashtag “#TommyTakesFestivapalooza.”
Tactic #4: Generate media coverage Baltimore: Baltimore Sun, Baltimore Magazine, city paper, W-BAL-TV11, WJZ13,
WMAR2, WBFF o Newspaper: Pitch a feature to Baltimore Sun about local police/positive story
that also highlights the local festival.
Baltimore Sun is a newspaper with local news, trending stories, sports, politics, obituaries and a business section. There is an e-
newsletter, as well. Baltimore Magazine The city’s paper is affiliated with Baltimore Sun Media Group
o Radio: Have Tommy Norman narrate a little blurb about the festival in between interviews and songs. Feature an actual interview with a local host
to provide information about his mission, the mission of COPS Office and
MCCA, as well as the festival. W-BAL-TV11 is a local news station for Baltimore Maryland (NBC
affiliated) WJZ13 is a news station (CBS affiliated) WMAR2 is a news station (ABC affiliated) WBFF is a news station (Fox-affiliated)
o Television: Feature a segment about the festival that provides insight on the
location, the time and the nature of the event. Have one reporter report on
the event to be aired afterward in case there is an annual festival that will take place in later years.
Chicago: Chicago Defender, NBC 5 Chicago, The Steve Harvey Show and WVON
1690AM radio station
o Pitch Chicago Defender a feature story about Tommy Norman and his
success, as well as how Norman will serve as a spokesperson for MCCA and COPS Office’s festivals.
o Send a news release to NBC 5 Chicago and contact a news reporter to give
them a rundown of the event. Discuss COPS Office and MCCA and why they’re holding the event. Mention who will attend the event and what kind
of influencers will be present (i.e., Tommy Norman). o Pitch the “Steve Harvey” show and WVON 1690AM radio station to promote
the event for local constituents.
Dallas: K104, WFAA 8, 93.3 and 97.9 radio stations
o Pitch radio station K104 in Dallas to promote the festival to Metroplex residents.
o Send a news release to WFAA 8 about the event. Los Angeles: KCBS, KNBC, KTLA, KTTV, KMEX, KIIS-FM, KPCC-FM, KFI-AM,
KPWR-FM, LA Times, LA Daily Journal, Los Angeles Magazine and LA Weekly
o L.A. news channels
KCBS – Ch 2 – CBS KNBC – Ch 4 – NBC
KTLA – Ch 5 – CW
KABC – Ch 7 – ABC KTTV – Ch 11 – FOX
KMEX – Ch 34 - Univision o L.A. radio stations
KIIS-FM 102.7
KPCC-FM 89.3 KFI-AM 640
KPWR-FM 105.9
o L.A. printed media LA Times
LA Daily Journal
Los Angeles Magazine LA Weekly
Tactic #5: Community engagement/traveling basketball team
Community Policing
Execution Four Cities Festivapalooza
EXECUTION
Timeline January through March – Los Angeles
April through June – Baltimore
July through September – Chicago
October through December – Dallas
Sample deliverables/collateral Media releases
o Four Cities Festivapalooza announcement
o Release information about vendors co-sponsoring the four festivals
o Send out four releases on the days the festivals take place
Media advisories
o Contact local newspapers and broadcasters mentioned in tactics about the
festivals
o Present photo and interview opportunities with Tommy Norman, Ronald L.
Davis and the MCCA leadership team
o Hold a conference call for stakeholders to discuss the situation and the
benefits
Feature stories
o Tommy Norman
o Ronald L. Davis of COPS Office
o Coffee with a Cop Day origin
Every week, publish a social media story about an officer affiliated with either COPS Office or
MCCA
Community Policing
Evaluation Four Cities Festivapalooza
EVALUATION Measure how many people accepted the Facebook event invitation compared to the
people who actually attended
Do a media audit of the news stories to make sure they are 50% positive
Measure how many people visit our website
Measure how many people share our Facebook festival event campaign invitation
Contests and radio plugs measure the number of exposures of the medium.
Measure how many people attended the festival
Field responses from festival attendees to measure their attitudes about the event and
whether the event changed their perspectives
o Since this might be hard to measure there could be a “comment” box at the exit
of the festival where people explain their feelings prior and after the festival.
Possibly interviews to determine this as well.
Was all of the media prior, covering, and after the event positive or negative?
UNEXPECTED RESULTS Weather advisories
Tommy Norman, or someone just as important to the campaign, becomes ill Advertisements do not air on radio or broadcast television
No outlet runs the stories pitched for their publication Venues are destroyed either naturally or unexpectedly by the city
An overwhelming or underwhelming turnout
Vendors back out of the event A violent riot or death occurs involving an officer before the Four Cities Festivapalooza A lawsuit
A riot or violent occurrence at the festivals
Community Policing Campaign Plan
Conclusion and
Rationale Four Cities Festivapalooza
CONCLUSION/RATIONALE
Conclusion #1 This will work because it will give MCCA and COPS Office the opportunity to engage with
their audience through a festival in four major cities.
In addition, they will receive answers from their target audience through the surveys at the
events to get input and feedback, which will help both organizations in improving
community policing.
Conclusion #2 Hosting contests and radio plugs will work because contests are popular, along with free
merchandise that radio stations bring to events to promote their stations. The festival in
Baltimore would promote both radio stations and the festival.
Conclusion #3 The festival will attract members of our target audience (through their kids) with games
and family activities. The festival is free so members of the target audience might attend
just because it is an inexpensive activity, even those who may not have children.
The theme of the festival itself could inspire target audience to attend because of their
feelings about the topic.