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DATE: September 21, 2018

TO: City Manager David Parrish

FROM: Chief of Police Wayne Scott

SUBJECT: Marketing and Recruitment Efforts

The Greensboro Police Department was the subject of allegations of gender discrimination made by the
ACLU and recently reported in the local and national press. We take these allegations seriously and want
to clearly respond and rebut these inaccurate statements. The specific allegation is that the Greensboro
Police Department used an advertising targeting tool that advertised to “male only” Facebook participants
and that this tool excluded women on Facebook.
Any allegation that women were illegally excluded in the Facebook ad campaign is false.
In 2017 the Greensboro Police Department made the decision to move away from traditional marketing
campaigns and begin using digital marketing to reach as many potential applicants as reasonably possible.
The Department contracted with Spider Digital to place our digital marketing campaigns on the Facebook
platform. The ad placement was designed to be received and accessed by both women and men on
Facebook. Like with any media purchase, the geographical and demographic placement of the ads affects
both the cost of the advertising and the scope and reach of the ad to the intended group. The ACLU
appears to be complaining about the Department’s fall 2017 campaign. The Department ran that
campaign in Philadelphia, PA in areas around universities that offer Criminal Justice programs, and in the
areas of Adelphi University in Garden City, NY and John Jay College in New York, NY. North Carolina
was targeted as well.
During the development of the marketing campaign the Department was informed that more females than
males use social media. To compensate for this, the Department approached the placement of its
recruitment ads with a 60%/40% marketing split of men to women in efforts to balance distribution of ads
based on known data of online usership. 40% of the Departments fall 2017 Facebook ad placements were
to “women only” viewers and 60% were to “male only” viewers. Subsequent statistical analysis
confirmed that this split operated as intended and that men and women were about equally reached on the
Facebook platform. This ad campaign ended on December 24, 2017.
In 2018, the Facebook recruitment ads were directed around colleges and universities with Criminal
Justice programs in North Carolina. (North Carolina is where we currently see our largest current number
of applicants.) No specific ages or genders were excluded. The 2018 recruitment campaign ran from
March 12, 2018 to June 30, 2018.
The fall 2018 ad campaign was designed to run rotating ads with the focus on “Opportunity.” Opportunity
focused directly to the quality of life, cost of living and vast career opportunities one could experience by
choosing a career in law enforcement in Greensboro, North Carolina. These ads are attached below.

“Partnering to fight crime for a safer Greensboro”


I would like to reaffirm that our marketing campaigns were geared toward individuals of all
demographics, inclusive and accessible by both women and men alike. It should also be recognized that
the Greensboro Police Department has been successful in hiring some of its most diverse recruit
academies with this current academy class having the most female participation to date. Please be assured
that our recruitment efforts will remain inclusive of all individuals in our efforts to create the most diverse
workforce possible.

“Partnering to fight crime for a safer Greensboro”


2017 Fall Ads Outside NC
2017 Fall Ads Outside NC
2017 Fall Ads Outside NC
2017 Fall Ads Outside NC
2017 Fall Ads Inside NC
2017 Fall Ads Inside NC
2017 Fall Ads Inside NC
2017 Fall Ads Inside NC
2018 Spring Ads Inside NC
2018 Spring Ads Inside NC
2018 Spring Ads Inside NC

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