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NCJRS Abstract

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NCJ Number: 200406 Find in a Library
Title: Marketing Available Police Services: The MAPS Program
Journal: FBI Law Enforcement Bulletin  Volume:72  Issue:5  Dated:May 2003  Pages:6-9
Author(s): Mark Fazzini
Date Published: May 2003
Page Count: 4
Sponsoring Agency: NCJRS Photocopy Services
Rockville, MD 20849-6000
Sale Source: NCJRS Photocopy Services
Box 6000
Rockville, MD 20849-6000
United States of America
Document: HTML
Type: Instructional Material
Format: Article
Language: English
Country: United States of America
Annotation: This article presents a plan for marketing available police services (MAPS), which is a process whereby communities can learn what services their law enforcement agencies offer to meet public safety needs and expectations.
Abstract: Marketing consists of understanding, creating, communicating, and delivering services to obtain clients' satisfaction. Adding each of these components together creates a marketing plan for success. Police departments must understand the composition of their communities, as well as the needs and expectations that citizens anticipate police services meeting. Once agencies define their service population, they must survey their communities' needs; and once agencies develop plans, programs, and new services to respond to identified residents' needs and expectations, they must communicate these initiatives to their constituents. Currently, the single most significant marketing doctrine is the marketing mix, which encompasses all of the agency's tools that it uses to influence a market segment to accomplish its objectives. These tactical tools are used to influence customers, and they can help realize the police department's goal of a positive image. Law enforcement agencies must have an excellent working relationship with the local media. Positive media stories are free marketing ads about the department. When possible, the department should look for ways to leave a tangible communication tool with residents it serves, such as brochures, patches, rulers, frisbees, stuffed animals, and other departmental memorabilia. The Internet should be an important part of any MAPS plan. A department's Web site can offer services that reach a large number of citizens. A Web site should include information on departmental services, crime statistics, and safety tips, along with opportunities for citizen feedback. For small departments, cooperation with other departments in the pooling of marketing resources can improve MAPS effectiveness. For the MAPS plan to succeed, it must have the support of upper management to ensure appropriate financial support, planning, and implementation. Further, only employees with a positive attitude should be on the front line in reaching out to the community and clients. 2 notes
Main Term(s): Police community relations programs
Index Term(s): Communication techniques; Communications; Media coverage; Police management; Police-media relations; Public relations programs
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