Ferguson. Staten Island. Pasco. Baltimore. Police mistrust and gun violence are currently dominating the headlines. Crime, health and safety, institutional transparency, accountability–all these public sector issues are in question in these and other communities. Could there be a marketing approach to addressing these?
Richmond, California for years was one of the most dangerous cities in America, with one of the highest per-capita murder rates. In 2005, 40 people were killed, mostly in turf battles pitting the north side of the city against the south. This ranked them number 10 in the top cities for homicide in the U.S. that year, and second in California only to Compton, the homicide capital of America for 2005.
Today, ten years later, Richmond enjoys their lowest homicide rate in a generation. How did Richmond do it?
In previous posts, I’ve written about the 4 Ps of Marketing and the Other 4 Ps of marketing, namely people, programs, processes, and performance. I think the Other 4 are particular relevant in the public and social sectors. As described in this Christian Science Monitor article, Richmond has employed strategies in each of the Other 4 Ps to reduce violence and improve their community.
- People: Richmond hired a new police chief from Fargo, ND, a place as dissimilar to Richmond as you can get. Yet the new chief showed savvy in connecting the police to the community. One key, people-oriented step: he hired a more diverse workforce that better represented and related to the community.
- Processes: The new chief changed the process that officers used to interact with the community. Less time in cars, more time on regular beats. Less stop-and-frisk, more time interacting face-to-face with constituents.
- Programs: A Richmond citizen founded the Peacemaker Fellowship program targeted at the individuals most likely to commit violent crime and change their behavior. Experts estimated that 17 people were responsible or involved in 70 percent of the city’s homicides in 2007. The program targets these audience and aims to change their behavior before they commit more crime.
- Performance: As you can tell by the numbers in these descriptions, Richmond has been using metrics to quantify their problems and measure their progress.
Change in Richmond has taken years, and it’s not over yet. Real cultural change, change that can last, is long-term work. But Richmond’s homicide rate is half of what it used to be. The city’s police chief recently served on the national task force investigating the Michael Brown shooting in Ferguson.
I don’t know that Richmond leaders and citizens consciously considered the Other 4 Ps as they approached their community struggles. I kinda doubt it. But I do know that they addressed the kinds of questions and concerns that marketing can address, and it’s made a difference in their community. This gives me hope that other communities can be more consciously inspired by the marketing discipline in their search for less violence and more cohesion.