In the effort to re-imagine the police department’s approach to promoting recruitment, as well as create and maintain an authentic connection to the communities of Long Beach, Backyard Long Beach was created. Backyard Long Beach is a communal event showcasing the culture of the communities through spotlighting the local food, music and artists of Long Beach. Offering the chance to foster dialogue and cultural exchange between the city’s citizens and the Long Beach Police Department.

Location

Backyard Long Beach events would be located in a central part of each of the four districts of long beach, and would occur four times a year.

Event Branding

Branding for the event was created to be fun, inviting and inclusive. Patterns and icons were implemented to facilitate a feeling of warmth and understanding between members of the community while attending the event itself. To maintain a balance of all these concepts a comprehensive brand guideline was created.

Event Attractions

Activities for attendees to participate in at the Backyard Long Beach events range from live music, arts & crafts, food and team building activities (some of which incorporate information about the Long Beach Police Department and recruitment into the activity itself). Included in the attractions are interactive installations that encourage active social media participation and wayfinding functionality.

Marketing & Promotion

Long Beach community members can learn about this event through a series print and digital marketing campaigns. In addition to these promotional materials, a series of print and digital press kits would be provided to establish relationships with media outlets for recap promotion for the Long Beach Police Department.