Digital Marketing Campaign

Wenatchee Police Department

By: Natalie Steele
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Table of Contents

1. Introduction
1.1 Executive Summary ......................................................................... 3
2. Part One
2.1 Company Overview ......................................................................... 3
2.2 Problem ............................................................................................. 4
2.3 Audience ........................................................................................... 4
2.4 Audience Awareness ....................................................................... 4
2.5 Goals, Needs, and Motivations ...................................................... 5
2.6 Challenges and Frustrations .......................................................... 5
2.7 Media Usage and Preferences....................................................... 5
2.8 Campaign Theme ............................................................................ 5
2.9 Campaign Objective ....................................................................... 6
2.10 Call to Action .................................................................................. 6

3. Part Two
3.0 Campaign Message Profile ............................................................ 6
3.1 Campaign Timing and Frequency ................................................ 6
3.2 Success Metrics ................................................................................ 7
3.3 Audience Reach ............................................................................... 7
4. Part Three
3.4 Creative Concepts............................................................................ 8
3.5 References ....................................................................................... 10
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Executive Summary
This digital marketing campaign report will outline a new marketing campaign “It Only
Takes One” for the Wenatchee Police Department. Wenatchee Police Department will be
hosting a fentanyl education night on May 31, 2023 for parents and guardians with kids in
grades 4-10 and will be presented by the two school resource officers. The fentanyl crisis is
increasing in the Wenatchee Valley area. It is difficult for parents and guardians to keep up
with the growing crisis and maintain knowledge of current trends because the trends
change so quickly. Many parents and guardians have the mindset that their kids are not at
risk because they do not use drugs. This campaign is designed to encourage parents and
guardians to RSVP for the event and get educated about the dangers of fentanyl in our
community. Posts will be made on the Wenatchee Police Department, school resource
officers, and the Wenatchee School District social media pages multiple times a day using
the hashtag #itonlytakesone. The content will include short educational videos as well as
advertisement for the event and a link to RSVP. This campaign will assist in bridging the
gap between police and the community, specifically those with connections to local
schools. The goal is to have at least 250 parents and guardians register for the event and
increase our social media following.

Company Overview
The Wenatchee Police Department is located in North Central Washington and services
over 35,000 local residents. The police department was created in 1892 and has been
serving the community for 130 years. The Wenatchee Police Department currently has 45
sworn police officers, and an additional 12 members who serve as civilian employees,
including our records department, property clerk, parking enforcement and an
administrative assistant. Wenatchee Police Department responds to emergency and non-
emergency calls for police service including but not limited to domestic violence, thefts,
vehicle prowls, burglaries, homicides, and more. Wenatchee Police Department currently
has two full time school resource officers that are partnered with the Wenatchee School
District. School resource officers attend lunches, visit classrooms, handle criminal situations
in schools, and host events.
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Problem
The fentanyl epidemic has been sweeping the community with more and more pills being
manufactured to look like candy. Fentanyl is a synthetic opioid that is 50 to 100 times
stronger than morphine (CDC, 2022). Counterfeit pills are being manufactured containing
fentanyl and are stamped to have the same markings as prescription pills. The number of
synthetic opioid overdoses continues to increase each year. Wenatchee Police
Department has partnered with the Wenatchee School District to help bridge the gap
between police and the community by maintaining two school resource officer positions.
School resource officers have seen overdoses at schools and drugs being sold in schools
as low as middle school. Fentanyl is being laced in a variety of different drugs, including
marijuana. Gone are the days when people could buy drugs knowing exactly what was
inside of them, including prescription pills. Counterfeit pills are easy to conceal and are
odorless. The markings could look identical to prescription pills but actually be a
counterfeit pill containing fentanyl. Most parents and guardians are not aware of the risks
and are not educating their children properly or watching them close enough. This
campaign is necessary to advertise a parent and guardian education night about the
dangers of fentanyl. With summer approaching, it is critical that parents are aware of the
dangers that fentanyl presents to our communities and kids. Parent nights are typically
advertised by the school district but not by the police department, which is why this
campaign is necessary to spread the word. Our goal is to educate parents on the dangers
of fentanyl in order to protect our kids.

Audience
Our audience tends to be anyone from the community who follows police activity locally.
For this campaign, our target audience is parents and guardians of students in grades 4-12.

Audience Awareness
Our audience is mainly focused on crime in the community. Most parents and guardians of
students in the Wenatchee School District know that there are school resource officers in
the school but they may not know the full scope of the job. Many people believe police are
in the schools for enforcement only, which some support and some do not. The majority of
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our audience is likely not aware that school resource officers do parent and guardian
events.

Goals, Needs, and Motivations

Parents and guardians will be engaged when they know the police are helping the
community, not just enforcing laws. When police can be seen as other community
members, people are more likely to see them in a good light and support them. Our
community wants to feel like police are on their side and doing good for the community as
well as for the kids. We need to convey that we also live in this community as well and care
about the future of it. About 32% of Wenatchee’s population is Hispanic. The community
wants to have Spanish options at events, including interpreters and translated printed
material.

Challenges and Frustrations

Community members get frustrated when they believe the police are out to hurt people,
not protect people. A huge barrier is the increase in negative media regarding police
across the county. The image of police in other communities can hurt local departments,
even if the local police have never been in the news for any similar situations. The new
drug laws in Washington State have created a challenge for police enforcement. Many
community members feel the police are not doing enough about the drug problem.

Media Usage and Preferences

Our audience is looking for content that they can see the “why” behind. Community
events get attraction when they appear engaging and educational. Some of the
community is aware of the fentanyl crisis and are interested in learning more. Other
members of the community do not know about the fentanyl crisis. Our audience engages
primarily on Facebook and Instagram.

Campaign Theme
The campaign theme is “It Only Takes One”, with an additional slogan of “one pill, one
time, one life”. The tone I hope to convey is emotional and serious. The fentanyl crisis is
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one that affects everyone in the community, directly and indirectly. I want the audience to
feel that and be motivated to do their part.

Campaign Objective
One objective is to get more questions and engagement from the community. Receiving
more messages with questions about fentanyl would show that the community is listening
and that they care. Another objective is to receive more followers on social media. The
biggest objective of this campaign is to get parents and guardians to attend the event.

Call to Action
Parents and guardians of students in grades 4-12, register for a fentanyl education night on
May 31, 2023 at 6pm hosted by the Wenatchee Police Department school resource
officers.

Campaign Message Profile

Keywords and Phrases
The main campaign hashtags are going to be #itonlytakesone,
Pills
Drugs #onepillonetimeonelife #fentanylawareness #saveourkids.
Blue The campaign is focused on educating parents and guardians
Fentanyl in order to protect the kids. I want to inform and persuade the
Awareness
audience. The parents and guardians will be taught enough
Protect the Kids
about fentanyl that they will understand the dangers of it and
Do your part
Get educated want to learn more. I want people to remember that this is
Save our kids happening in OUR community right now and that parents and
It only takes one
guardians are obligated to get educated in order to protect
Prescriptions only
the kids.

Campaign Timing and Frequency

Because the event is on May 31st, we only have about a month to push the campaign for
this school year. It can always be used again for more parent and guardian nights in the
future. Because it is a short amount of time, I recommend posting about 3-4 times a day on
Facebook and Instagram. After the event is complete on May 31st, the campaign will not
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end. We will continue to post educational material about 2 times a day throughout
summer break. The campaign will be repeated at the beginning of the next school year
with more advertisement for another parent and guardian education night.

Success Metrics
The campaign will be successful if we get at least 250 parents and guardians registered for
the event. It will also be successful if our followers increase on Facebook and Instagram
and if we are receiving more private messages related to fentanyl.

Audience Reach
Because this is an event centered around a huge community issue and is related to kids, I
think that the campaign could receive earned media from the local news outlets. We have
connections to people with local radio stations, both in Spanish and English. They would
advertise the event for free on the radio. The rest of the campaign messages will be
spreading using owned media. I recommend making education videos about fentanyl as
well as making attractive posts on social media that advertise the date and location of the
event. I would also recommend making a fun “quiz” for people to see what they learn
about fentanyl with facts at the end of it so they can really see how much they still need to
learn and why the event would be beneficial for them. All of these would be posted on the
Wenatchee Police Department and the Wenatchee School District social media pages as
well the school resource officers’ social media pages.
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Creative Concepts

Flyer to give to kids at school to take home.

Instagram/Facebook post advertising the event.

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Campaign logo for shirts, pins, etc.

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References
CDC. (2022, June 1). Fentanyl | CDC’s Response to the Opioid Overdose Epidemic | CDC.
Centers for Disease Control and Prevention. Retrieved April 20, 2023, from
https://www.cdc.gov/opioids/basics/fentanyl.html