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The City of Kirkland Police Department (KPD) is a mid-sized agency in King County, Washington, dedicated to protecting and serving a vibrant and diverse community. With a population of approximately 92,175 and a jurisdiction spanning nearly 18 square miles, KPD has established itself as a department that values integrity, courage, and community connection. However, in a competitive law enforcement landscape, KPD needed to differentiate itself to attract and retain top talent. Watson Creative stepped in to deliver a bold and memorable recruitment campaign that would highlight what makes Kirkland—and KPD—unique.
City police forces like KPD face unique challenges compared to their county and state counterparts. While agencies such as the Oregon State Police (OSP) focus on statewide jurisdiction, KPD’s mission is deeply rooted in community policing within a smaller, more localized area. This focus demands officers who not only excel in law enforcement but also thrive in building relationships, de-escalating crises, and engaging with residents on a personal level. KPD sought recruits who could embody these qualities while benefiting from the department’s intimate, community-driven culture.
Watson’s campaign centered on KPD’s values and its role as a trusted partner within the Kirkland community. The goal was to position KPD as more than just a law enforcement agency, but as an integral part of the city’s identity—one that blends professionalism with approachability and authenticity.
Watson Creative developed a comprehensive recruitment strategy for KPD, emphasizing the department’s unique culture and career growth opportunities. The tagline, “Great Humans Make Great Cops,” became the cornerstone of the campaign, highlighting the personal qualities that make KPD officers exceptional. This message resonated across digital platforms, print materials, and in-person activations, creating a unified narrative that set KPD apart from its competitors.
The campaign included:
The campaign achieved remarkable results, significantly increasing applications for both entry-level and lateral positions. KPD’s website saw a surge in traffic, with a higher rate of completed applications thanks to the optimized user experience. Community feedback praised the campaign’s authenticity and its ability to capture the essence of Kirkland’s culture and values.
Additionally, the “Great Humans Make Great Cops” narrative resonated deeply with existing officers, fostering pride and unity within the department. The campaign not only attracted top talent but also reinforced KPD’s identity as a progressive, community-focused agency.
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