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The Oregon State Police (OSP) has long stood as a symbol of courage, integrity, and public service, with a mission to protect the people, wildlife, and resources of Oregon. However, recruiting the best candidates for this elite agency has become increasingly challenging in a competitive job market. OSP partnered with Watson Creative to redefine its brand, attract diverse and skilled applicants, and tell its story in a compelling way to reach local and national audiences.
OSP’s challenge wasn’t just about numbers—it was about finding the right candidates who shared the agency’s values and commitment to community. Watson began by revisiting the story of Oregon itself: a state defined by its breathtaking landscapes, diverse communities, and pioneering spirit. This narrative informed every aspect of the campaign, from digital strategies to messaging frameworks. The goal was to connect recruits to a deeper sense of purpose while highlighting the exceptional opportunities available at OSP.
Matt Watson, CEO of Watson Creative, reflected on his own journey to Oregon, which inspired the campaign’s storytelling approach. "This state is rich in diversity and opportunity, and OSP is a critical part of keeping it safe and thriving. We wanted to ensure that future recruits could see themselves as part of this story, building safer communities and a brighter future for Oregon."
The recruitment campaign focused on positioning OSP as a modern, multi-disciplined agency with unparalleled opportunities for personal and professional growth. The tagline, “Apply the Law. Apply Yourself. Apply Today,” became the cornerstone of a messaging strategy designed to resonate with different personas, including young professionals, career changers, and military veterans.
The campaign integrated several key elements:
The results were both measurable and meaningful. The campaign attracted a higher caliber of applicants, with notable increases in diversity and engagement. OSP received an influx of applications from both within Oregon and neighboring states, including individuals who had never previously considered law enforcement. The revamped website saw significant traffic growth, with improved usability leading to increased completion rates for applications.
Feedback from both recruits and OSP leadership highlighted the campaign’s ability to humanize the agency, making it approachable while maintaining its elite reputation. The storytelling approach resonated deeply, showcasing the balance between the gravity of the job and the opportunities for personal fulfillment and community impact.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
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Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
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