San Diego PD

The San Diego Police Dept. is looking for a branding and marketing partner to lure recruits to its dwindling ranks.

San Diego Reader reports the 1787-member police force is at its lowest level since 2016. There are 250 vacancies.

The RFP calls for “branding and consistent messaging that can be utilized across all marketing media and communication delivery methods to reach a core targeted demographic.”

Work will include social media, media outreach, special events and development of a slogan or tagline that “captures the mission and goals of the police department," according to the March 6 SDR.

The two-year program calls for a budget not to exceed $350K. There is an option for three additional years.

SDR considers the RFP a sign that Mayor Kevin Faulconer, a one-time executive at NCG Porter Novelli, has “hit the panic button.” It reports the mayor is dealing with a series of crises including a “downtown homeless scourge and its follow-on hepatitis A epidemic.”