Boosting recruitment from specific demographics

The Challenge
The Minnesota State Patrol is the primary state patrol agency for Minnesota and serves as the de facto state police for the state. While Minnesota State Patrol troopers have full powers of arrest throughout the state, their primary function is traffic safety and vehicle law enforcement.

In 2023, the State Patrol came to Linnihan Foy in hopes of boosting a recruiting campaign, with a goal to increase overall applications to their Law Enforcement Training Opportunity (LETO) Program, especially from women and people of color.

The Actions
Linnihan Foy designed and executed a comprehensive marketing campaign that encompassed digital/social, streaming, radio and out-of-home media buys.

The Results
This year, LFA helped the State Patrol increase LETO applicants by 80 percent over the last two cycles. Of those applicants, 55 were women – the most female applicants they have ever had.