Strategic Foundation
Precision Recruitment Marketing for Calgary Police Service
A performance-driven paid media strategy designed to attract exceptional candidates, reduce cost-per-acquisition, and build a sustainable pipeline of diverse, qualified applicants for CPS.
Generate 150–200 Qualified Applications
Over a 12-week campaign window, targeting career switchers, recent graduates, and service-experienced professionals across Alberta and key national markets.
Full-Funnel Paid Media Execution
Integrated Meta, LinkedIn, TikTok, and YouTube campaigns sequenced to build awareness, nurture consideration, and drive conversion with surgical audience precision.
Measurable, Scalable Recruitment ROI
Transparent attribution, continuous A/B testing, and weekly optimization to ensure every dollar delivers measurable candidate volume and quality.
12
Week Campaign
Activation Window
CA$45K - CA$50K
Media Budget
All-In Platform Spend
4
Core Platforms
Meta, LinkedIn, TikTok, YouTube
<CA$200
Est. Target CPA
Cost Per Application
Funnel Architecture
Recruitment Funnel Strategy
Paid media mapped to every stage of the candidate journey — from first impression to application submission — with channel-specific roles and clear success metrics.
Awareness — Build Recognition
Consideration — Educate & Nurture
Conversion — Drive Application
Assessment — Quality & Readiness
Hire — Optimize for Retention
Paid Media Role by Stage
Awareness: Broad-reach video and image ads on Meta, TikTok, and YouTube to introduce CPS as an employer of choice. Focus on CPM and video view efficiency.
Consideration: Retargeting website visitors and video viewers with deeper content — career pathways, training details, officer testimonials. LinkedIn Sponsored Content and Meta Carousel ads lead here.
Conversion: High-intent audience targeting (lookalikes of past applicants, in-market career changers) with direct-response ads driving to the application portal. YouTube remarketing and Meta Conversion campaigns.
Consideration: Retargeting website visitors and video viewers with deeper content — career pathways, training details, officer testimonials. LinkedIn Sponsored Content and Meta Carousel ads lead here.
Conversion: High-intent audience targeting (lookalikes of past applicants, in-market career changers) with direct-response ads driving to the application portal. YouTube remarketing and Meta Conversion campaigns.
Funnel Performance Targets
Impressions (12 weeks)
2.5M – 3.5M
Video Views (75% completion)
180K – 250K
Landing Page Sessions
12K – 18K
Applications Started
350 – 450
Applications Completed
150 – 200
Precision Targeting
Audience Segmentation & Targeting
Four primary candidate personas, each with distinct motivations, platform behaviors, and message resonance. Segmentation ensures creative relevance and media efficiency.
Purpose-Driven Professionals
Age: 28–40
Profile: Career switchers from corporate, healthcare, or education sectors seeking meaningful work with long-term stability.
Motivation: Values alignment, community impact, structured advancement.
Platform Affinity: LinkedIn (primary), Meta (secondary), YouTube.
Message Resonance: "A career built on purpose and professionalism."
Profile: Career switchers from corporate, healthcare, or education sectors seeking meaningful work with long-term stability.
Motivation: Values alignment, community impact, structured advancement.
Platform Affinity: LinkedIn (primary), Meta (secondary), YouTube.
Message Resonance: "A career built on purpose and professionalism."
Next-Generation Talent
Age: 20–28
Profile: Recent graduates from criminology, kinesiology, psychology, and social sciences. Digital natives seeking first career step.
Motivation: Adventure, skill development, peer community, physical challenge.
Platform Affinity: TikTok (primary), Meta, YouTube.
Message Resonance: "Your city needs you. Start your legacy."
Profile: Recent graduates from criminology, kinesiology, psychology, and social sciences. Digital natives seeking first career step.
Motivation: Adventure, skill development, peer community, physical challenge.
Platform Affinity: TikTok (primary), Meta, YouTube.
Message Resonance: "Your city needs you. Start your legacy."
Service-Experienced Candidates
Age: 25–45
Profile: Military veterans, corrections officers, paramedics, and security professionals with transferrable skills.
Motivation: Continued service, leadership pathways, camaraderie, pension stability.
Platform Affinity: LinkedIn, YouTube, Meta.
Message Resonance: "Leadership starts here. Your experience matters."
Profile: Military veterans, corrections officers, paramedics, and security professionals with transferrable skills.
Motivation: Continued service, leadership pathways, camaraderie, pension stability.
Platform Affinity: LinkedIn, YouTube, Meta.
Message Resonance: "Leadership starts here. Your experience matters."
Community-Connected Candidates
Age: 25–40
Profile: Calgary residents with deep community ties, parents returning to workforce, diversity-seeking candidates from underrepresented groups.
Motivation: Local impact, representation, work-life balance, bilingual opportunity.
Platform Affinity: Meta (community groups), TikTok, YouTube.
Message Resonance: "Serve the city you love. Be the change you want to see."
Profile: Calgary residents with deep community ties, parents returning to workforce, diversity-seeking candidates from underrepresented groups.
Motivation: Local impact, representation, work-life balance, bilingual opportunity.
Platform Affinity: Meta (community groups), TikTok, YouTube.
Message Resonance: "Serve the city you love. Be the change you want to see."
Targeting Methodology by Platform
| Platform | Primary Targeting | Secondary Targeting | Exclusions |
|---|---|---|---|
| Meta | 1%–3% Lookalikes, Interest (Public Service, Fitness, Law) | Retargeting (Website, Video Views, Engagement) | Current employees, Under 18, Outside AB/Canada |
| Job Title, Seniority, Company Industry, Skills | Member Groups, Education, Veteran Status | Current law enforcement (poaching ethics), Interns | |
| TikTok | Interest (Fitness, Community, Public Safety), Behaviours | Custom Audiences, Pixel Retargeting | Under 18, Non-English/French speakers |
| YouTube | Custom Intent (Career Change, Police Recruitment), Similar Audiences | Remarketing Lists, Channel Placements | Children's content, Political content |
Platform Execution
Channel Strategy by Platform
Each platform serves a distinct strategic purpose. No channel operates in isolation — they are sequenced, cross-referenced, and optimized as an integrated system.
Awareness, Retargeting & Broad Reach
Objective: Build mass awareness among Calgary and Alberta residents; retarget engagers with conversion-focused creative.
Audience: Broad 18–45 within 100km of Calgary; 1%–3% lookalikes of past applicants; interest-based (public service, fitness, community volunteering).
Message Angle: "Serve Your City" — community impact, diversity, stability, and the human side of policing.
Formats: Feed Image Ads, Carousel (career pathways), Reels (day-in-the-life), Stories (event/recruitment drive reminders).
KPI Focus: CPM (target CA$8–12), Reach, Video Views (3s, ThruPlay), CTR (target 1.2–2.0%), Cost Per Landing Page View.
Audience: Broad 18–45 within 100km of Calgary; 1%–3% lookalikes of past applicants; interest-based (public service, fitness, community volunteering).
Message Angle: "Serve Your City" — community impact, diversity, stability, and the human side of policing.
Formats: Feed Image Ads, Carousel (career pathways), Reels (day-in-the-life), Stories (event/recruitment drive reminders).
KPI Focus: CPM (target CA$8–12), Reach, Video Views (3s, ThruPlay), CTR (target 1.2–2.0%), Cost Per Landing Page View.
Optimization Approach
Creative Rotation: Refresh top-performing assets every 14–18 days to prevent ad fatigue. Maintain 3–5 active creatives per ad set.
Frequency Capping: Cap at 3.0 per 7 days for cold audiences; 5.0 for warm retargeting pools.
Audience Expansion: Begin with narrow lookalikes; expand to 3%–5% once CPA stabilizes below CA$180.
Placement: Automatic placements with feed priority. Reels and Stories receive 30% of budget for younger skew.
A/B Testing: Headline variants (purpose vs. pay vs. adventure), image vs. video, CTA buttons (Apply Now vs. Learn More).
Frequency Capping: Cap at 3.0 per 7 days for cold audiences; 5.0 for warm retargeting pools.
Audience Expansion: Begin with narrow lookalikes; expand to 3%–5% once CPA stabilizes below CA$180.
Placement: Automatic placements with feed priority. Reels and Stories receive 30% of budget for younger skew.
A/B Testing: Headline variants (purpose vs. pay vs. adventure), image vs. video, CTA buttons (Apply Now vs. Learn More).
Professional Audience & Career-Intent Targeting
Objective: Reach experienced professionals and career switchers with credibility-focused messaging that positions CPS as a serious employer.
Audience: Job title targeting (Analyst, Manager, Coordinator, Specialist, Officer); seniority (Entry, Mid, Senior); industries (Healthcare, Education, Government, Security, Military); skills (Leadership, Crisis Management, Public Speaking).
Message Angle: "A Career Built on Purpose and Professionalism" — structured leadership pathways, pension, continuous development, and meaningful work.
Formats: Sponsored Content (single image and carousel), Single Image Ads, Message Ads (for veteran/military groups).
KPI Focus: CPC (target CA$3.50–5.50), Engagement Rate, Application Rate, Cost Per Quality Applicant, Lead Form Completion Rate.
Audience: Job title targeting (Analyst, Manager, Coordinator, Specialist, Officer); seniority (Entry, Mid, Senior); industries (Healthcare, Education, Government, Security, Military); skills (Leadership, Crisis Management, Public Speaking).
Message Angle: "A Career Built on Purpose and Professionalism" — structured leadership pathways, pension, continuous development, and meaningful work.
Formats: Sponsored Content (single image and carousel), Single Image Ads, Message Ads (for veteran/military groups).
KPI Focus: CPC (target CA$3.50–5.50), Engagement Rate, Application Rate, Cost Per Quality Applicant, Lead Form Completion Rate.
Optimization Approach
Job Title Refinement: Start broad (500+ titles), narrow to top 20 converting titles by Week 4.
Seniority Calibration: Mid-level professionals (5–10 years experience) typically show highest application quality. Allocate 60% of LinkedIn budget here.
Creative Testing: Test authority imagery (uniform, badge, cityscape) against human-centric imagery (community events, team collaboration).
Lead Gen Forms: Use native LinkedIn lead forms for lower-friction micro-conversions (download career guide, request info) to build retargeting pools.
Bid Strategy: Manual CPC bidding initially; transition to Maximum Delivery once conversion volume supports algorithmic optimization.
Seniority Calibration: Mid-level professionals (5–10 years experience) typically show highest application quality. Allocate 60% of LinkedIn budget here.
Creative Testing: Test authority imagery (uniform, badge, cityscape) against human-centric imagery (community events, team collaboration).
Lead Gen Forms: Use native LinkedIn lead forms for lower-friction micro-conversions (download career guide, request info) to build retargeting pools.
Bid Strategy: Manual CPC bidding initially; transition to Maximum Delivery once conversion volume supports algorithmic optimization.
Top-of-Funnel Awareness & Culture Discovery
Objective: Introduce CPS to Gen Z and young millennials through authentic, unpolished content that humanizes the force and generates organic sharing.
Audience: 18–30, Alberta and select national markets; interests in fitness, public service, true crime, community organizing, outdoor adventure.
Message Angle: "Beyond the Badge" — day-in-the-life, training highlights, officer personalities, fitness culture, and team camaraderie.
Formats: In-Feed Video (Spark Ads using organic content), TopView (launch week only), Collection Ads (linking to career content hub).
KPI Focus: Video Views (target CA$0.015–0.025 per view), Completion Rate (target 15–25%), Profile Visits, CPM (target CA$6–10), Share Rate.
Audience: 18–30, Alberta and select national markets; interests in fitness, public service, true crime, community organizing, outdoor adventure.
Message Angle: "Beyond the Badge" — day-in-the-life, training highlights, officer personalities, fitness culture, and team camaraderie.
Formats: In-Feed Video (Spark Ads using organic content), TopView (launch week only), Collection Ads (linking to career content hub).
KPI Focus: Video Views (target CA$0.015–0.025 per view), Completion Rate (target 15–25%), Profile Visits, CPM (target CA$6–10), Share Rate.
Optimization Approach
Hook Testing: First 0–3 seconds determine performance. Test 6+ hook variants per video concept (text overlay, question, action shot, sound drop).
Sound-On Creative: 90% of TikTok users watch with sound. Music licensing and trending audio integration are mandatory.
Creator Collaboration: Partner with 2–3 Calgary-based micro-influencers (10K–50K followers) in fitness or community niches for Spark Ad amplification.
Comment Strategy: Active community management on ad posts — respond to questions within 2 hours to boost engagement algorithm and candidate experience.
Frequency: High rotation required. Plan 8–12 unique video assets for 12-week flight to avoid creative fatigue.
Sound-On Creative: 90% of TikTok users watch with sound. Music licensing and trending audio integration are mandatory.
Creator Collaboration: Partner with 2–3 Calgary-based micro-influencers (10K–50K followers) in fitness or community niches for Spark Ad amplification.
Comment Strategy: Active community management on ad posts — respond to questions within 2 hours to boost engagement algorithm and candidate experience.
Frequency: High rotation required. Plan 8–12 unique video assets for 12-week flight to avoid creative fatigue.
Scalable Awareness & Remarketing
Objective: Deliver cinematic storytelling at scale; remarket video viewers with sequential messaging to drive application completion.
Audience: 20–45, in-market for career change (Google signals), similar audiences to website converters, custom intent (searched "police jobs Calgary," "law enforcement careers Alberta").
Message Angle: "Calgary's Finest" — tradition of excellence, training rigor, impact stories, city pride, family legacy.
Formats: Skippable In-Stream (primary), Bumper Ads (6s cutdowns for remarketing), In-Feed Video Ads (discovery placement), Non-Skippable (15s for high-intent remarketing only).
KPI Focus: View Rate (target 25–35%), Cost Per View (target CA$0.03–0.06), Remarketing CTR, Assisted Conversions, Earned Actions (likes, shares, subscribes).
Audience: 20–45, in-market for career change (Google signals), similar audiences to website converters, custom intent (searched "police jobs Calgary," "law enforcement careers Alberta").
Message Angle: "Calgary's Finest" — tradition of excellence, training rigor, impact stories, city pride, family legacy.
Formats: Skippable In-Stream (primary), Bumper Ads (6s cutdowns for remarketing), In-Feed Video Ads (discovery placement), Non-Skippable (15s for high-intent remarketing only).
KPI Focus: View Rate (target 25–35%), Cost Per View (target CA$0.03–0.06), Remarketing CTR, Assisted Conversions, Earned Actions (likes, shares, subscribes).
Optimization Approach
Skip Rate Analysis: If skip rate exceeds 65% in first 5 seconds, revise hook immediately. Target <50% skip rate by Week 3.
Sequencing: Serve 30s awareness video → 15s consideration video (testimonials) → 15s conversion video (direct CTA with application link) to engaged viewers.
Placement Control: Exclude made-for-kids content, low-CPM inventory below 10% viewability, and sensitive news categories.
Frequency Management: Cap remarketing at 3 impressions per user per week. Cold awareness capped at 2 per week.
Creative Length: Test 15s, 30s, and 60s versions. Data shows 30s skippable ads often deliver optimal view-rate-to-cost ratio for recruitment.
Sequencing: Serve 30s awareness video → 15s consideration video (testimonials) → 15s conversion video (direct CTA with application link) to engaged viewers.
Placement Control: Exclude made-for-kids content, low-CPM inventory below 10% viewability, and sensitive news categories.
Frequency Management: Cap remarketing at 3 impressions per user per week. Cold awareness capped at 2 per week.
Creative Length: Test 15s, 30s, and 60s versions. Data shows 30s skippable ads often deliver optimal view-rate-to-cost ratio for recruitment.
Platform Comparison Matrix
| Platform | Funnel Role | Primary Audience | Best Format | Budget | Success Metric |
|---|---|---|---|---|---|
| Meta | Awareness + Retargeting | Broad 18–45, Lookalikes | Reels, Carousel, Feed | ~CA$14,000 | CPM, CTR, CPA |
| Consideration + Quality | Professionals 25–45 | Sponsored Content | ~CA$10,000 | CPC, App Rate, Quality | |
| TikTok | Awareness + Discovery | Gen Z / Young Millennials | In-Feed Video, Spark | ~CA$8,000 | CPV, Completion, Shares |
| YouTube | Awareness + Remarketing | Career Changers 20–45 | Skippable In-Stream | ~CA$10,000 | View Rate, CPV, Assisted |
Financial Planning
Campaign Budgeting & Allocation
A budget between CA$45K - CA$50K media investment structured for sustainable performance, with platform-specific allocations, funnel-stage distribution, and strategic reserves for testing and optimization.
Budget Allocation by Platform
Allocation by Funnel Stage
CA$45K - CA$50K
Est. Total Budget
Awareness — 50% (~CA$24,000)
Consideration — 30% (~CA$14,400)
Conversion — 20% (~CA$9,600)
Testing Reserve — ~CA$4,000
Allocated for experimental formats (TikTok Spark Ads, YouTube Shorts, LinkedIn Conversation Ads), new audience segments, and creative concepts not in the core plan. Deployed in Weeks 3–8 based on early performance signals.
Optimization Reserve — ~CA$2,000
Held for reallocation to winning campaigns mid-flight. If a platform outperforms Est. Target CPA by 20%+, this reserve funds accelerated spend. If underperforming, funds shift to testing or top performers.
Why This Allocation Works
Meta receives the largest share due to its superior retargeting infrastructure and broad demographic reach. LinkedIn and YouTube are equal-weighted for quality vs. scale. TikTok's lower budget reflects its role as experimental discovery. Reserves ensure agility without compromising core delivery.
Messaging & Creative
Creative & Ad Messaging Approach
Three core messaging pillars, platform-native creative adaptations, and a disciplined A/B testing framework to continuously improve engagement and conversion.
Serve Your City
Purpose-driven, community-focused.
Highlights local impact, neighbourhood connections, and the privilege of protecting Calgary. Best for Meta feed, LinkedIn Sponsored Content, and YouTube pre-roll. Visual style: warm, authentic, officer-community interaction.
Highlights local impact, neighbourhood connections, and the privilege of protecting Calgary. Best for Meta feed, LinkedIn Sponsored Content, and YouTube pre-roll. Visual style: warm, authentic, officer-community interaction.
Beyond the Badge
Human, relatable, culture-led.
Reveals the person behind the uniform — hobbies, family, fitness, friendships. Best for TikTok, Meta Reels, and Instagram Stories. Visual style: unpolished, vertical video, trending audio, fast cuts.
Reveals the person behind the uniform — hobbies, family, fitness, friendships. Best for TikTok, Meta Reels, and Instagram Stories. Visual style: unpolished, vertical video, trending audio, fast cuts.
Calgary's Finest
Prestige, tradition, excellence.
Emphasizes training rigor, career advancement, and the honour of joining a respected institution. Best for LinkedIn, YouTube long-form, and Meta carousel. Visual style: cinematic, authoritative, city landmarks.
Emphasizes training rigor, career advancement, and the honour of joining a respected institution. Best for LinkedIn, YouTube long-form, and Meta carousel. Visual style: cinematic, authoritative, city landmarks.
A/B Testing Framework
| Element | Variant A | Variant B | Success Criteria | Timeline |
|---|---|---|---|---|
| Headline | "Your City Needs You" | "Build a Career With Purpose" | Higher CTR by 15%+ | Week 1–2 |
| Visual | Officer in uniform (authority) | Officer in community (warmth) | Higher engagement rate | Week 1–3 |
| CTA | "Apply Now" | "Learn More" | Lower CPA / Higher LPV | Week 2–4 |
| Video Hook | Action shot (0–1s) | Officer speaking to camera | Higher 3s video view rate | Week 1–2 |
| Audience | 1% Lookalike | 3% Lookalike | Lower CPA at scale | Week 3–6 |
Creative Best Practices
1. Lead with people, not policy. Faces generate 38% higher engagement than badge/equipment shots in recruitment creative.
2. Show diversity authentically. Reflect Calgary's demographics without tokenism. Feature officers from varied backgrounds in natural settings.
3. Include subtitles. 85% of social video is watched without sound. Burn captions into all video assets.
4. Front-load value. First 3 seconds must answer: "Why should I watch this?" and "What's in it for me?"
5. Platform-native formatting. Vertical 9:16 for TikTok/Reels/Stories. Square 1:1 for Meta feed. 16:9 for YouTube and LinkedIn.
2. Show diversity authentically. Reflect Calgary's demographics without tokenism. Feature officers from varied backgrounds in natural settings.
3. Include subtitles. 85% of social video is watched without sound. Burn captions into all video assets.
4. Front-load value. First 3 seconds must answer: "Why should I watch this?" and "What's in it for me?"
5. Platform-native formatting. Vertical 9:16 for TikTok/Reels/Stories. Square 1:1 for Meta feed. 16:9 for YouTube and LinkedIn.
Format Recommendations
Meta: 5–7 image carousels (career steps), 15–30s Reels (day-in-life), static feed ads with bold headline.
LinkedIn: Single image with text overlay stat (e.g., "Join 2,000+ officers serving Calgary"), document carousel (benefits guide).
TikTok: 15–30s vertical video, raw/authentic style, trending sounds, text overlays with hooks.
YouTube: 30s skippable cinematic spot, 6s bumper cutdowns for remarketing, 15s non-skippable for high-intent only.
Universal: All assets must include CPS logo, clear CTA button, and accessibility-compliant color contrast.
LinkedIn: Single image with text overlay stat (e.g., "Join 2,000+ officers serving Calgary"), document carousel (benefits guide).
TikTok: 15–30s vertical video, raw/authentic style, trending sounds, text overlays with hooks.
YouTube: 30s skippable cinematic spot, 6s bumper cutdowns for remarketing, 15s non-skippable for high-intent only.
Universal: All assets must include CPS logo, clear CTA button, and accessibility-compliant color contrast.
Measurement
KPI Framework & Measurement
A tiered measurement system that tracks leading indicators (engagement) and lagging indicators (hires), enabling real-time optimization and long-term strategic evaluation.
Awareness & Engagement Metrics
Impressions
2.5M – 3.5M
Reach (Unique Users)
800K – 1.2M
Video Views (3s+)
400K – 600K
Video Completion Rate
15% – 25%
CTR (All Platforms)
1.0% – 2.5%
CPM (Blended)
CA$12 – 18
Conversion & Quality Metrics
Landing Page Views
12K – 18K
Applications Started
350 – 450
Applications Completed
150 – 200
Cost Per Application
< CA$200
Qualified Applicant Rate
> 60%
Platform Attribution to Hire
Track via CRM
1M - 1.2M
Est. Target Reach
Unique Individuals
150 - 175
Est. Target Applications
Midpoint Goal
CA$165 - CA$195
Est. Target CPA
Conservative Estimate
3.7x - 4.2x
Est. ROAS Target
Value of Hire vs. Spend
Continuous Improvement
Optimization & Testing Framework
A disciplined, weekly optimization cycle that replaces underperformers, scales winners, and systematically tests new hypotheses without destabilizing core campaign delivery.
MEASURE
ANALYZE
TEST
SCALE
The optimization loop runs continuously. Weekly reviews identify statistically significant winners. Winning variants receive budget reallocation from underperformers. New tests enter the cycle every Monday.
Kill — Immediate Pause
Pause any ad set or creative that exceeds 150% of Est. Target CPA after 3 days and 1,000+ impressions. Pause any creative with CTR below 0.5% after 2,000 impressions. No emotional attachment to creative — data decides.
Pause — Watch List
Flag ad sets performing within 120–150% of Est. Target CPA for creative refresh or audience narrowing. If performance does not improve within 5 days after optimization, move to Kill. Maintain watch list in weekly report.
Scale — Budget Increase
Increase daily budget by 20% every 3 days for ad sets performing below 80% of Est. Target CPA, until CPA stabilizes or frequency exceeds safe threshold. Never increase budget by more than 30% in a single day to avoid algorithm reset.
Weekly Optimization Checklist
Monday — Performance Review (30 min)
• Export platform performance data (spend, impressions, CTR, CPA, conversions)
• Calculate platform-level and ad-set-level CPA vs. target
• Identify top 3 and bottom 3 performers
Monday — Optimization Execution (45 min)
• Pause underperformers per Kill rules
• Increase budgets on Scale candidates
• Launch new creative tests (2–3 variants)
• Narrow or expand audiences based on CPA trends
• Export platform performance data (spend, impressions, CTR, CPA, conversions)
• Calculate platform-level and ad-set-level CPA vs. target
• Identify top 3 and bottom 3 performers
Monday — Optimization Execution (45 min)
• Pause underperformers per Kill rules
• Increase budgets on Scale candidates
• Launch new creative tests (2–3 variants)
• Narrow or expand audiences based on CPA trends
Wednesday — Mid-Week Pulse (15 min)
• Check pacing vs. weekly spend target
• Verify no technical issues (pixel firing, landing page speed, broken links)
• Monitor frequency caps and audience saturation
Friday — Week Close (30 min)
• Document learnings in shared repository
• Update creative backlog with new concepts
• Prepare weekly report for CPS stakeholders
• Plan next week's A/B test matrix
• Check pacing vs. weekly spend target
• Verify no technical issues (pixel firing, landing page speed, broken links)
• Monitor frequency caps and audience saturation
Friday — Week Close (30 min)
• Document learnings in shared repository
• Update creative backlog with new concepts
• Prepare weekly report for CPS stakeholders
• Plan next week's A/B test matrix
Execution Roadmap
Campaign Activation Plan
A phased 12-week deployment that builds infrastructure, validates audiences, scales winners, and sustains momentum through structured governance.
Setup, Pixel Implementation & Creative Testing
• Finalize creative assets and ad copy across all 4 platforms
• Implement conversion tracking (pixels, CAPI, UTM structure)
• Launch landing page with A/B test variant (headline + hero image)
• Deploy small-budget test campaigns (CA$500/platform) to validate tracking and initial CPA estimates
• Establish reporting dashboards and stakeholder access
Deliverable: Technical readiness report + baseline performance snapshot
• Implement conversion tracking (pixels, CAPI, UTM structure)
• Launch landing page with A/B test variant (headline + hero image)
• Deploy small-budget test campaigns (CA$500/platform) to validate tracking and initial CPA estimates
• Establish reporting dashboards and stakeholder access
Deliverable: Technical readiness report + baseline performance snapshot
Audience Validation & Budget Ramp
• Analyze Week 1–2 test data; identify winning creative and audience combinations
• Increase daily budgets on validated campaigns by 20% every 72 hours
• Launch retargeting campaigns (website visitors, video viewers, engagers)
• Activate LinkedIn lead gen forms and Meta conversion campaigns
• Deploy first TikTok Spark Ads and YouTube remarketing sequences
Deliverable: Mid-campaign performance review + optimization recommendations
• Increase daily budgets on validated campaigns by 20% every 72 hours
• Launch retargeting campaigns (website visitors, video viewers, engagers)
• Activate LinkedIn lead gen forms and Meta conversion campaigns
• Deploy first TikTok Spark Ads and YouTube remarketing sequences
Deliverable: Mid-campaign performance review + optimization recommendations
Full Deployment & Efficiency Focus
• Shift 10% of budget from testing reserve to top-performing platform
• Launch secondary audience tests (3% lookalikes, interest expansions, new job titles)
• Refresh 40% of creative assets to combat fatigue
• Implement sequential YouTube remarketing (awareness → consideration → conversion)
• Conduct mid-campaign creative workshop with CPS for second-wave assets
Deliverable: Creative refresh package + expanded audience report
• Launch secondary audience tests (3% lookalikes, interest expansions, new job titles)
• Refresh 40% of creative assets to combat fatigue
• Implement sequential YouTube remarketing (awareness → consideration → conversion)
• Conduct mid-campaign creative workshop with CPS for second-wave assets
Deliverable: Creative refresh package + expanded audience report
Sustain Momentum & Capture Learnings
• Maintain budget on proven campaigns; pause all underperformers
• Focus spend on conversion-stage campaigns to maximize application volume
• Compile full-funnel attribution analysis and creative performance rankings
• Document playbook for future recruitment waves (audiences, creative templates, benchmarks)
• Present Quarterly Business Review with CPS leadership
Deliverable: Campaign retrospective + 2027 recruitment media playbook
• Focus spend on conversion-stage campaigns to maximize application volume
• Compile full-funnel attribution analysis and creative performance rankings
• Document playbook for future recruitment waves (audiences, creative templates, benchmarks)
• Present Quarterly Business Review with CPS leadership
Deliverable: Campaign retrospective + 2027 recruitment media playbook
Governance & Transparency
Reporting & Governance
A four-tier reporting structure that delivers tactical agility to operators, strategic clarity to managers, and executive confidence to leadership.
Tactical Dashboard
Audience: Marketing team, recruitment coordinators
Content: Spend pacing by platform, CTR, CPC, CPA, impressions, applications by source, creative leaderboard (top/bottom 3), frequency alerts, optimization actions taken.
Format: Live dashboard (Looker Studio or equivalent) + email summary.
Timing: Every Monday by 9:00 AM MST.
Content: Spend pacing by platform, CTR, CPC, CPA, impressions, applications by source, creative leaderboard (top/bottom 3), frequency alerts, optimization actions taken.
Format: Live dashboard (Looker Studio or equivalent) + email summary.
Timing: Every Monday by 9:00 AM MST.
Strategic Review
Audience: Marketing manager, HR business partner, agency lead
Content: Funnel stage analysis, audience performance breakdown, A/B test results, budget reallocation rationale, creative fatigue indicators, competitive landscape notes.
Format: 30-minute video call + 8-slide deck.
Timing: Every second Wednesday.
Content: Funnel stage analysis, audience performance breakdown, A/B test results, budget reallocation rationale, creative fatigue indicators, competitive landscape notes.
Format: 30-minute video call + 8-slide deck.
Timing: Every second Wednesday.
Stakeholder Report
Audience: CPS leadership, communications director, finance liaison
Content: Executive summary (1 page), budget vs. actual, trend analysis (MoM), application quality metrics, diversity pipeline data, platform ROI ranking, next-month plan, risks and mitigations.
Format: PDF report + 45-minute presentation.
Timing: First Friday of each month.
Content: Executive summary (1 page), budget vs. actual, trend analysis (MoM), application quality metrics, diversity pipeline data, platform ROI ranking, next-month plan, risks and mitigations.
Format: PDF report + 45-minute presentation.
Timing: First Friday of each month.
Business Review
Audience: Executive committee, board liaison (if applicable)
Content: Full-funnel attribution, cost-per-hire analysis, creative performance archive, audience insight synthesis, strategic recommendations for next quarter, annual planning inputs.
Format: 90-minute workshop + comprehensive playbook document.
Timing: Within 14 days of quarter end.
Content: Full-funnel attribution, cost-per-hire analysis, creative performance archive, audience insight synthesis, strategic recommendations for next quarter, annual planning inputs.
Format: 90-minute workshop + comprehensive playbook document.
Timing: Within 14 days of quarter end.
Reporting Workflow
Data Collection
Platform APIs + CRM
Validation
QA + Attribution Check
Analysis
Insight Extraction
Distribution
Stakeholder Delivery
Creative Concepts
Mock Ads Gallery
Strategic mockups illustrating platform-native creative direction, messaging angles, and user experience for each channel. These are strategic concepts, not final production assets.
CPS Recruitment
More than a job. A calling. Swipe up to see what it takes to wear the badge.
Learn More
Platform: Meta Story/Reel · Objective: Awareness · Angle: Beyond the Badge
Sponsored
CPS
Calgary Police Service
A career built on purpose and professionalism. CPS is seeking experienced professionals ready for their next chapter. We offer structured leadership pathways, continuous development, and meaningful work that impacts thousands of lives across Calgary.
[Professional Officer Portrait]
View Opportunities
Platform: LinkedIn Sponsored · Objective: Consideration · Angle: Calgary's Finest
Sponsored
CPS
Calgary Police Service
Leadership starts here. From patrol to specialized units, CPS invests in your growth. Explore career pathways designed for ambitious professionals who want to lead with integrity.
[Badge & City Skyline]
Apply Now
Platform: LinkedIn Single Image · Objective: Conversion · Angle: Serve Your City
@CalgaryPolice
@CalgaryPolice
Day 1 vs Year 5. The glow up is real. From recruit to detective — this could be your journey. Link in bio to apply.
♬ original sound - CalgaryPolice
Platform: TikTok In-Feed · Objective: Awareness · Angle: Beyond the Badge
Skip in 5s
What It Means to Serve | Calgary Police Service Recruitment
Platform: YouTube Skippable · Objective: Awareness + Remarketing · Angle: Calgary's Finest
Path Forward
Recommendations & Next Steps
Three immediate actions to launch within 14 days, a 90-day success roadmap, and the partnership model required to execute at the highest standard.
Confirm Budget & Sign Agreement
Finalize budget between CA$45K - CA$50K media budget allocation, approve scope of work, and execute partnership agreement. Establish shared Slack/Teams channel and weekly meeting cadence. Grant platform access and pixel implementation permissions.
Asset Audit & Creative Brief
Audit existing CPS creative assets (photos, videos, brand guidelines). Identify gaps requiring production. Issue creative brief for new video and photography capturing authentic officer stories, training footage, and community moments.
Technical Foundation
Implement Meta Pixel + CAPI, LinkedIn Insight Tag, TikTok Pixel, Google Ads tag, and UTM taxonomy. Build dedicated landing page with form analytics. Configure reporting dashboards and CRM source tracking.
90-Day Success Roadmap
30
Days
Live campaigns running. Initial CPA validation. First creative rotation. Baseline report delivered.
60
Days
Budget scaled to 75%. Retargeting fully active. Second creative wave launched. Mid-campaign review complete.
90
Days
Full deployment. Optimization reserve deployed to winners. Application target pursuit. Quarterly Business Review.
Success Criteria
Minimum Viable Success: 100 completed applications at CPA below CA$250.
Target Success: 175 completed applications at CPA below CA$200 with >60% qualified applicant rate.
Stretch Success: 200+ applications at CPA below CA$180 with >70% qualified rate and measurable diversity pipeline improvement.
Strategic Success: Full-funnel attribution model operational, creative playbook documented, and 2027 recruitment wave pre-approved.
Target Success: 175 completed applications at CPA below CA$200 with >60% qualified applicant rate.
Stretch Success: 200+ applications at CPA below CA$180 with >70% qualified rate and measurable diversity pipeline improvement.
Strategic Success: Full-funnel attribution model operational, creative playbook documented, and 2027 recruitment wave pre-approved.
Partnership Model
Embedded Team: Dedicated strategist + media buyer + creative director + analyst assigned to CPS account.
Communication: Daily async updates via shared channel; weekly video standup; bi-weekly strategic review; monthly stakeholder presentation.
Transparency: CPS receives platform login access, real-time dashboard access, and line-item invoice reconciliation. No markups on media spend.
Flexibility: 30-day cancellation clause with full data and asset handover. CPS owns all audiences, creative, and account history.
Communication: Daily async updates via shared channel; weekly video standup; bi-weekly strategic review; monthly stakeholder presentation.
Transparency: CPS receives platform login access, real-time dashboard access, and line-item invoice reconciliation. No markups on media spend.
Flexibility: 30-day cancellation clause with full data and asset handover. CPS owns all audiences, creative, and account history.