MEDIA PLAN

GOAL
The goal is to increase awareness in Phoenix high school districts about the recruitment
process.

OBJECTIVE
Our objective is to publicize the Phoenix Police Department’s collaboration with the Phoenix
Union High School District at the high school career fair. By participating in the career fair and
informing a younger audience about the process to become a police officer, the department
hopes to increase the department with 100 new recruits and improve the perception of the
police force with the next generation.

APPROACH
Our approach to target the younger generation through media exposure will consist of a
mixture of traditional and social media outputs. Through traditional media, we are going to
create a catchy and inexpensive 30-second television and radio advertisement that airs through
local channels and informs viewers of what police recruitment and training is and when the
event will be. Through social media, we are going to put out on Facebook that the event will be
coming up two weeks prior to the event. We are going to do the same thing on Instagram one
week before the event and we are going to do the same thing on Twitter two days before the
event as well as on Instagram stories one day prior and the day of. We may also Instagram live
and/or Facebook live the event.

CONTENT
At the career fair, we are going to have gift bags that every student will get that will contain
four things; a Phoenix Police Department bumper sticker, a Phoenix PD water bottle, a small
flashlight, and an invitation to attend a mock police academy at the Phoenix Police Department
headquarters.

MEDIA LIST

Outlet Name Website Link Journalist Title Email Phone

ABC15 https://www. Vic Fiorello Morning vic.fiorello@a

abc15.com/ Executive bc15
Producer
12News https://www. Adam Weekday astockdale@
12news.com/ Stockdale Morning 12news.com
Producer

12News https://www. Dan Siegel Managing dsiegel@12n

12news.com/ Editor ews.com

AZ Family https://www. Bobbi Jo Kelly Morning bkelly@azfa

azfamily.com producer mily.com
/

AZ Family https://www. Jennifer Senior jjones@azfa (602)

azfamily.com Jones Content mily.com 207-3478
/ Coordinator

Fox10 https://www. Jennifer Doan Morning jennifer.doan

fox10phoenix News @foxtv.com
.com/ Producer

Fox10 https://www. Christine Assignment christine.goo

fox10phoenix Goodfriend Planner dfriend@foxt (602)
.com/ v.com 257-1234

Univision https://www. Marcy Assignment mmcmacken

univision.co McMacken Desk @univision
m/

Cronkite https://cronk Christina Executive christina.leon (602)

News itenews.azpb Leonard Editor ard@asu.edu 361-5893
s.org/

Arizona https://www. Samantha General sincorvaia@g (602)

Republic azcentral.co Incorvaia Assignment annett.com 444-4968
m/

PITCH ANGLES

● An article that covers Phoenix Police Department’s involvement in the Phoenix High
School District, hosting job fairs to educate students on possible careers after high
school.
● A news segment inviting reporter Cory McCloskey from FOX 10 to take part in cadet
training with local Phoenix high school students.
 ● An Op-ed from Jeri Williams discussing the immediate need for talented, quality
candidates to become Phoenix Police officers.
● An article about the Phoenix Police Department going to inner city elementary schools
for fun, educational visits.
● Op-ed from Mercedes Fortune dicussing the shift in a more diverse department.
Explaining how seeing more people of color in a uniform can positively affect
communities.
● An article about the Phoenix Police Department’s investment in the latest
technology/equipment, ensuring officers safety.

PITCH EMAIL

Hello (insert name of media contact),

The Phoenix Police Department will be visiting high schools throughout the Phoenix Union High
School District to take part in career fairs for students to be recruited for the Phoenix Police
Cadet Program, and understand careers in law enforcement.

The U.S. Bureau of Labor has estimated that workers stay with a company for an average of
only 4.6 years. With this trend it is important to teach students career search skills where they
can receive feedback on resumes, ask questions, and are able to make mistakes and recover in
a safe environment.

Currently, police departments across the nation are seeing a deficit in officers. Due to this
trend, the Phoenix Police Department will be taking part in these career fairs to recruit for the
cadet program and in time, hopefully, see an increase in the number of officers within the
department.

If you would like to speak with Chief Jeri Williams for more information regarding the career fair
and the involvement of the department please let me know so we can coordinate something.
Thank you, your coverage is appreciated.

MEDIA ALERT
Contact: ​Nikki Hicks
nikki.hicks@phx.gov

Phoenix Police Department Hosts “Officer Training” at PVUSD Job Fair

Date: ​Monday, April 12, 2020
Time​: 9 a.m. - 3 p.m.

Where: ​12220 N 39th Ave, Phoenix, AZ 85029

Parking: ​There are minimal parking spots available. Street parking is offered in the surrounding
area.

What: ​Join the Phoenix Police Department in a mock cadet training program for high schoolers
participating in the PVUSD career fair. Through this training, students will get first-hand
experience with the physical trials that cadets in-training go through… but more fun!
Students can compete for prizes and learn a little more about what it takes to become a
officer. Our goal is to teach these students about the recruitment process, physically
and
mentally, through friendly competition at the PVUSD career fair. The officers will also
have a booth near to talk more about the recruitment process with prospective
Officers-to-be!

Who: ​The mock cadet training will involve high schools and any attending media to participate
in an obstacle course created to test the mental and physical wellness of participants.

Why:​ This mock training program has been created to teach students about the recruitment
process, and the daily physical and mental tasks of police officers while performing their jobs.

Media Interviews:​ Interviews with Chief JerI Williams will be conducted with all attending
media from 1 p.m. to 2 p.m. at the Phoenix Police booth.