The Rural Crime School is an annual week-long course hosted in the heart of California by the Tulare County District Attorney. Students learn skills necessary for effective rural crime prevention, reporting, interdiction, and investigation.
AUDIENCE
Although professionals from any sector are welcome to attend, the school primarily hosts law enforcement personnel from counties that oversee areas in agriculture.
PROJECT SCOPE
Promotional: Create assets to promote the school across counties in California and neighbor states
- Presentation deck
- Promotional video/trailer
- Printed materials (postcards, flyers, etc.)
- Webpage and online sign-up form
Event: Materials for and during the event
- Educational presentations
- Learning materials (binders, handouts, certificates, etc.)
- Signage
- Event photography and videography
PROMOTIONAL VIDEO
I created this video to introduce and promote the school to potential students. It was included in the promotional deck and used for social media.
I filmed the interviews and b-roll completely on-site at various locations and also did all of the post production which included motion graphics and added narration.
NEW DIGITAL ASSETS
This year, I created a new webpage for the event and also implemented a new digital sign-up form (tulareda.org/rcs). Before this, the Office had been relying on PDF forms, email, and even snail mail for student registration.
After our first marketing push of the new webpage, we found:
FASTER SIGN-UPS
Our class of 2021 reached full capacity in record time. We were months ahead of schedule and even had a waitlist. Since we are still way ahead of the event, we are in the process of securing a bigger venue.
60% PREFER ONLINE ACCESS
Our Rural Crime School webpage had hundreds of views with about 60% of all students registering thought the site.
CONCLUSION
Our updates this year helped us reach more people in a shorter amount of time. Going digital provides a convenience and ease of access, especially when marketing to people all over the state. We found that there is high demand and that the school can be expanded and grow in the near future as we continue to develop our online and digital presence to better connect with our community.
