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project overview

Port Jervis Police Department

The Port Jervis Police Department contracted Niki Jones Agency to launch a law enforcement recruitment campaign in 2025. The campaign’s primary goal was lead generation in the form of increasing the number of applications submitted by qualified candidates for the Civil Service exam. We developed a two-month campaign that ran in the summer, ending before a mid-August deadline for exam sign-ups.

Brief of
Design Journey

This campaign was designed to showcase actual Port Jervis Police Department officers and vehicles as well as familiar locations in the city. A simple and direct “Now Recruiting” headline was accompanied by the department’s official seal, with some creative variants including text indicating the approaching Civil Service exam date. We also ran ads with creative in English and Spanish to match the area’s demographics. 

NJA PJPD Digital Ads
Campaign Laptop Campaign Tablet Campaign Mobile

Campaign Results

Our geotargeted campaign ran on Facebook and Google, resulting in: 

  • 600,000+ impressions 
  • 21,000+ clicks 
  • 81 qualified applicants, 69 of whom took the Civil Service exam (for comparison, PJPD has 57 people on staff including civilian support personnel)