KIMBO Design worked with the British Columbia Sheriff Service (BCSS) to address their staffing crisis. From our previous work with BC Corrections Services, we had the necessary experience to establish a successful talent attraction program using multi-media channels. Due to the urgency of the hiring matters, KIMBO worked within a short timeline to construct, execute, and roll out 6 highly responsive, mixed-media campaigns that led to record-high applications to the BCSS.
The BCSS was facing a critical shortage of sheriffs, impairing court operations province-wide and even leading to the release of criminals from inadequate staffing. The BCSS needed to hire quickly, but struggled to recruit sheriffs, especially in Northern BC and among underrepresented groups, because they lacked the resources to promote the role. Public perception of a sheriff’s role was outdated or unclear, and many didn’t realize the real benefit of becoming a sheriff. Without a compelling outreach, the BCSS was unable to effectively serve the community.
BC Sheriff Service Local Transit Advertisement
KIMBO’s strategy to maximize each campaign’s presence was to promote BCSS through local newspapers, radio stations, and online platforms. We released 6 campaigns, launching one every 3 months, each running for a month. The campaigns were delivered through different mediums, like video campaigns, digital marketing, and traditional print media, aligning with the purpose of each roll-out. We filled the informational gap between the BCSS and their prospective candidates by combining visual storytelling with impactful language to depict a sheriff’s duties in an accurate and accessible way.
After the first campaign, we drove a dramatic increase in applications by hosting photoshoots with the BCSS. With new marketing materials, we reshaped public perception of a sheriff’s role. Each multi-media campaign was tailored to address specific hiring challenges and highlight the attributes BCSS was seeking in applicants.
BC Sheriff Service Photoshoot Hosted by KIMBO
BC Sheriff Service Photoshoot Hosted by KIMBO
BC Sheriff Service Photoshoot Hosted by KIMBO
BCSS needed sheriffs all over BC, but candidates needed to be convinced. KIMBO specifically addressed the need for sheriffs in Northern BC, in which we successfully persuaded applicants to consider a career up North. We carefully curated the mixed media, launching the campaign early on to reach our key demographic of applicants based in the Lower Mainland, Northern BC, and also targeting Alberta. Our approach influenced people to relocate to the North, showcasing our ability to change behaviours from our media strategy.
BC Sheriff Services Northern BC Recruitment – Northern Audience
BC Sheriff Services Northern BC Recruitment – Lower Mainland and Alberta Audiences
The key difference between other law enforcement roles and a sheriff is its unbeatable lifestyle, and we used this claim as our unique selling proposition. Playing on their strengths, we emphasized the 9-to-5 work-week with weekends off and an excellent benefits package. These features appeal to many; potential candidates were simply unaware of them before our campaign. We provided a window into a career with both worlds, combining elements of the enviable work-life balance and their service to the community.
BC Sheriff Services Lifestyle Campaign
BC Sheriff Services Lifestyle Campaign
Throughout the photoshoots, we captured the workforce the BCSS envisioned for their organization. Our campaigns were bilingual, representing people of different ages, genders, and races for all prospecting candidates to identify as sheriffs. The BCSS wanted people from all backgrounds, giving applicants the courage to apply only when KIMBO could reflect this desire.
BC Sheriff Services Campaign – Francophone Audience Ads
BC Sheriff Service Google Display & YouTube Ads Results: December 2024 to January 2025 Campaign
Each campaign launched with purpose and a strong understanding of the most efficient delivery and media channel to build conviction within the intended audience. Once we got involved with their recruitment, BCSS reached prospective applicants from all over the province with diverse backgrounds to build the team they needed.
KIMBO’s efforts resulted in a 3-fold increase in recruitment intakes, going from 100-200 applications to 500-800+ each campaign. From video campaigns and digital ads to traditional print, every launch generated between 1 million and 5.6 million impressions.
While the recruitment period has ended, KIMBO has left a lasting mark. Not only have the BCSS hired from an entirely new pool of applicants, but the photoshoot we hosted generated a photo bank that the BCSS now uses in their training books, brochures, learning modules, and more.
These are the outcomes KIMBO’s creative team strives for: to deliver compelling, meaningful, and influential marketing material that meets our client’s needs and has a continuous impact beyond completion.
