While this column normally focuses on off-duty topics that aren’t agency related, this month we’re going to take a look at an off-duty activity that can benefit your agency: marketing. It’s a sad state of affairs that agencies today have to actively market and promote themselves as a good work option. Unfortunately, that’s the reality due to the mainstream media’s propensity for hyper-sensationalizing (if not outright lying) about carefully selected events.
To combat that, agencies need to present themselves not only as honorable and trustworthy but also as good places to work. “Brand management” has become a necessary goal. Toward that end, many agencies have turned to some of the same efforts commercial organizations do: the use of branding recognition tools or “swag.”
Challenge Coins are a well known and recognized marketing/branding tool. There are several companies that produce quality custom coins at reasonable prices. But if you compare the cost of challenge coins to simple business cards or brochures, the cost can be exorbitant. A different option is challenge coins of a different sort: those made from polyurethane (rubber) instead of metal. A company called Combat Swag LLC (combat-swag.com) manufactures such “coins.” They are less expensive than traditional challenge coins and represent a unique branding tool you can distribute to represent your agency.
Another option that should be explored is hook-and-loop patches. The patches can be fabric or rubberized like the coin mentioned above. If you’ve been to Police Week or any big trade show that serves the law enforcement industry, you’ve seen plenty of variations of these. They come in all shapes and sizes and are relatively inexpensive to order in any quantity. Thin Blue Line flags with company names or logos in the lower right corner are common. Red or blue crosses on square patches to designate a first-aid supply location are just as common and can be customized with an agency logo or name. Major companies like 5.11 make and provide “tactical patches” or “morale patches” that can be customized to suit your needs.
On the higher end side of marketing and branding tools, there are shirts, bags, hats and more. You have to be careful about putting your organization identification on such items lest someone use them in an attempt to impersonate being an officer on your agency. It’s worth it to have the correct talented person on your staff design something that is unique and obviously represents your organization but that can’t be used as “police identification” of any kind. It might be as simple as adding “Support Your Local…” before your agency name or using a cartoon character/mascot instead of the usual government entity seal.
At the end of the day, items used for branding and marketing can help you build better relationships with your community and can provide another option for positive interaction or even as rewards for public safety service. Some agencies use them to recognize service provided by citizens as part of a crime prevention activity. The uses are limited by your imagination as well as the types and quantities of items you have.
