The State Police College is a public higher education institution under the supervision of the Latvian State Police. In 2025, the College launched admissions for three professional training programs and set itself a complex challenge – to use a modern communication campaign not only to attract new cadets, but also to increase awareness of the College, strengthen the prestige of the police profession, and inform young people about the opportunities of studying and building a career in the service.
The task
Our team was entrusted with several objectives:
To design and implement a full-cycle communication campaign –
from planning to promotion.
To find a format that works beyond formal advertising.
The challenge was to create a campaign that would go beyond official communication and resonate both with young people and their parents. The format had to spark interest, build trust, and create an emotional connection with both groups.
To raise the prestige of the service and interest in studying at the College.
It was important to position the College as a modern and stable educational institution, where one can acquire a real profession and secure a career. The image of the police officer – professional, respected, with growth opportunities – had to be presented in a new light.
To attract motivated candidates.
The aim was not only to increase the number of applications, but also to generate quality interest from conscious and prepared candidates who meet the requirements of the service.
Solution
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Podcasts as the main instrument.
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Focus on people.
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Omnichannel content.
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Full-cycle production.
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Advertising strategy.
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Organic channels.
Podcasts as the main instrument
We proposed video podcasts – a format equally relevant for both target groups. For young people it is familiar and natural, for parents it is engaging due to its depth and personal stories. This approach made it possible to show real people and their motivation, to build trust and an emotional bond where formal ads would not have been enough.
Focus on people
Each podcast episode was dedicated to one protagonist – from a cadet to an operative of the OMEGA special unit. Through personal stories, doubts, daily tasks and professional challenges, viewers discovered the real human faces behind the service. This approach showed the police not as a system, but as a community of people.
Omnichannel content
Full episodes were published on YouTube and Spotify. From each interview, the most vivid short fragments were cut and distributed separately (TikTok, Facebook, Instagram Reels, YouTube Shorts) serving as teasers to the full episodes. This ensured flexible engagement across multiple channels – from first contact to full viewing.
Full-cycle production
The MATCH Agency team, together with partners MATCH Network and Vyse Production, ensured the entire cycle: concept and strategy, scripts, pre-interviews with protagonists, organization and filming, post-production, visual design of all materials and promotion. We equipped a studio and built a set, held photoshoots of the participants, prepared banners as well as all supporting visual and text materials – including toolkits for future independent campaigns by the College.
Advertising strategy
All content was distributed precisely along the content funnel – from short clips to full episodes. Meta targeting was set by age, interests, and geography, while Google Display Network was targeted by keywords such as darbs policijā, career change, higher education, etc. Optimization focused on retention and engagement, and remarketing was used through banners featuring campaign protagonists.
Organic channels
To objectively measure interest and engagement, some channels (Spotify and TikTok) were left without paid promotion. This allowed us to capture real organic response and prove that the content worked on its own.
Results
The campaign not only met but significantly exceeded all KPIs set within the tender. The minimum requirement – 50,000 views per post – was exceeded multiple times across all platforms.
Total reach: 1,414,031 views and listens.
181,943
views on YouTube
4,433
listens on Spotify
300,732
views on TikTok
235,661
views on Facebook
691,262
views on Instagram
Additional outcomes:
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KPIs exceeded more than 5 times compared to initial targets.
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More than 72 visual materials created (banners, covers).
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5 full-length podcast episodes (YouTube, Spotify).
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27 clips (Reels, Shorts, TikTok).
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On TikTok and Spotify, targets were achieved without advertising – purely through organic interest.
TikTok: organic view growth.
Video examples that reached thousands of views without paid promotion.
TikTok: reaching the intended audience.
A video example that directly targeted young people – exactly as set in campaign goals.
Positive viewer feedback.
Comment examples reflecting strong audience interest and engagement.
Clients say
CLIENT STORY
We developed a full-cycle communication campaign for the State Police College – from creative concept and content production to media planning and paid promotion.
The work on the development of each episode was meticulous and intensive. The implementation of this campaign was a new challenge, and the College highly values the Agency’s professionalism and ability to manage the entire process effectively, humanely, and by adapting to the client’s wishes and needs, seeking and offering the best solutions. The College considers that the goal set during the cooperation was achieved, the service was executed with high quality and high results. Throughout the campaign, MATCH proved to be a professional, knowledgeable, creative, result-driven, and reliable partner.
Dmitrijs HomenkoDirector of the State Police College
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Contact MATCH agency in any way convenient for you (although carrier pigeons might struggle to find their way due to the proximity of 5G towers) to find out how our marketing agency can help your project and business.
