Leveraging Social Media to Create a Brand

Chief Dan Alexander

Fundamental Principles

• There’s nothing wrong with public relations and marketing for policing. You are doing it anyway, maybe not too well. There needs to be a cohesive strategy (a brand) to:– Effectively build community support for your agency. (PR)– Affect community behavior to enhance public safety. (Marketing)

• Start with and stick to the basics-Your Mission, Vision and Values.

• Don’t go it alone.• Remember that SM is a means to an end, not the end.

Developing a Strategy

• Hire a firm?

• SWOT Analysis-Internal and External

• Community and POC Surveys

• Focus Groups-many already exist (HOAs, foundations, advisory boards, etc.)

Implementing the Strategy

• Use research data to drive the creation of the brand.• Identify the vehicles you want to use and the people

responsible for these mechanisms. SM is a force multiplier here.

• Insure programs and campaigns support the brand.• Create partnerships to support marketing,

conceptually and financially.• Establish systems/procedures to challenge the

PR/Marketing process (daily, weekly, monthly, etc.).

The Boca VIPER Experience

Visibility ResourcesPartnershipsIntelligence

Communications

Computers

Cameras

City Facilities

Private

Gated Communities

Monitoring

Public

Website

E-mail

Text

Education

Electronic

Security Assessments

Neighborhood Meetings

Media

Press ReleasesT.V.

NewslettersResidents

HOAs

Businesses

Other Agencies

Other Law Enforcement

Chamber of Commerce

Staffing

Facilities

Training

Police Community

Vehicles Signs

Materials

VIPER Logo Evolution

VIPER SM & Web Tools

Partnering-Don’t go it alone• Website Registration Form With Participation Options-

• Support Materials for Cross-marketing Opportunities:- Community Partner VIPER logo on

Community Partner sites- Electronic Banners and Ads for Community

Partner sites

• Community Partner Certificate

• Community Partner Pin

• Posting logo or name on www.bocaviper.com

• Inclusion in appropriate media and promotional materials

• Invitations to participate in VIPER-hosted events

VIPER Programs & Campaigns

VIPER Programs & Campaigns

VIPER Programs & Campaigns

Back to the Basics• Branding processes allow you to organize

disparate community programs and disjointed communication strategies.

• SM and Internet tools are simply vehicles for PR and Marketing. SM should bring people to you and your content

• Partnerships are the key to develop and sustain your community outreach/communication programs.