Tasked with protection and service, law enforcement officers put themselves between danger and the public, working to ensure communities are safe and thriving.
But community relations efforts are among the most challenging for agencies to successfully promote and maintain. After President Obama created a task force on 21st-century policing in 2015, the U.S. Department of Justice issued guidelines for community-based policing, and it emphasizes the imperative of agencies making the improvement of community relationships a priority.
One of the nation’s oldest community outreach programs is Neighborhood Watch, launched in 1972 by the National Sheriff’s Association to encourage residents to work with law enforcement in keeping crime down. Another program, D.A.R.E., brought officers into schools to teach students how to resist peer pressure and “Just Say No” to drug use. Leave-behinds for D.A.R.E. events today include pens, bags, drinkware and t-shirts. Promotional products as part of awareness and education campaigns can help departments foster long-lasting relationships with the citizens they serve.
From private security personnel to residential and commercial security alarm services, the security industry is seeing a boom in business as people and businesses seek greater peace of mind for themselves and their property. Demand for private contracted services is expected to increase by more than four percent each year for the next three years, according to industry analyst The Freedonia Group.
In a state of the market report conducted by security industry trade group SDM, nearly 80 percent of security system industry professionals reported expecting a greater increase in revenues this year over 2016. And, market research firm IBISWorld reports the security system industry experienced a total revenue of roughly $23 billion in 2016, and has seen annual growth of 4.3 percent from 2011 to 2016. Freedonia projects industry revenues may reach more than $66 billion by 2019.
Law Enforcement Market Snapshot
673,270 – Total Number Of Local Police And Sheriff’s Patrol Officers (2016)
Top 5 States Employing Local Police And Sheriff’s Patrol Officers
California 70,790
Texas 62,580
New York 47,870
Florida 39,020
Illinois 32,780
States With The Fewest Local Police And Sheriff’s Officers
Alaska 1,110
Wyoming 1,140
Vermont 1,280
North Dakota 1,510
Highest-Paying States
Annual Mean Wage
California $96,660
New Jersey $87,490
Alaska $79,510
Washington $76,340
Washington, D.C. $73,250
Lowest-Paying States
Annual Mean Wage
Mississippi $34,550
Arkansas $38,020
Louisiana $39,390
Georgia $40,770
West Virginia $42,130
Professional Partners
Associations
• Federal Law Enforcement Officers Association
• National Association of Police Organizations
• National Sheriffs’ Association
• International Association of Chiefs of Police
• American Association of Police Officers
Fraternal Organizations
• Fraternal Order of Police
• International Police Association
Security Market Snapshot
1,104,370 – Number of individuals employed in security personnel positions nationwide (2016)
Natural gas distributors and rail transportation companies are among the highest paying industries that employ private security personnel.
184,767 – Number of individuals working in the security alarm services market
56,848 – Number of security alarm services businesses operating in the U.S. (2016)
Top Five States Where Private Security Personnel Work
California–146,740
New York–112,750
Texas–88,360
Florida–85,510
Illinois–49,370
Top Five States For Highest-Paying Private Security Jobs
Annual Mean Wage
Alaska $46,610
Washington, D.C. $43,470
Washington $35,200
Idaho $34,320
Maryland $33,930
States With The Lowest-Paying Private Security Jobs
Annual Mean Wage
Alabama $23,690
Florida $23,810
Kentucky $24,190
Mississippi $24,700
Arkansas $25,420
Professional Partners
Associations
• Electronic Security Association
• Security Industry Association
• ASIS International
• National Association of Security Companies
Getting In The Door
Local and state law enforcement departments are overseen by city, county and state offices. Departments may have their own purchasing agent—such as a community outreach coordinator, or they may rely on a purchasing agent who works for the municipality.
Federal law enforcement agencies—and the offices they fall under—purchase items such as promotional products through approved vendors. The guidelines for vendors and for purchasing promotional items are established by the Government Services Agency (GSA). Under the GSA, the Federal Acquisition Service works with authorized vendors to supply government agencies with everything from office supplies to service awards.
To register to become an approved vendor, visit GSA.gov to learn about guidelines and requirements, or contact the Office of Small Business Utilization for assistance in becoming a GSA vendor.
GSA guidelines state that an item with a value of $5 or less can be purchased for marketing purposes without prior approval. Items costing more than $5 must be approved by an appropriate administrator or head of service or staff office. The GSA advises against using the following as promotional items: food, eating utensils, clothing, toys or sporting equipment, as these items have been considered prohibited personal gifts in previous rulings by the GSA’s comptroller general.
For security alarm businesses, the greatest industry competition comes from the consumer—DIY home security is more readily available, benefiting from the advent of smart home technology. While the home security installation and monitoring business market isn’t saturated, companies are still competing with each other—and with DIY systems that are contract-free, as well.
Programs that focus on new-client acquisition, loyalty recognition and community partnerships can help security company clients make a bigger impact on prospective and current customers. The challenge, says David Johns of Alta Loma, California-based distributor DMJ Systems (PPAI 485033), is demonstrating the value of promotional products to companies that are used to more traditional methods of delivering messages.
Johns’s clients turn to signs and decals with the company name and phone number printed on them, and also like business card magnets to hand out to end users. He says larger companies are more likely to use a wider variety of items.
Other ways to promote companies that might not be used as often—but can be just as effective, says Johns—include combining promotional flyers with invoices for mailings and email correspondence. To approach smaller companies, Johns suggests contacting the owner or sole proprietor of a business; larger firms will likely have a purchasing manager or general manager who approves spending on promotional material. Budget is a primary driver of decision making, he adds.
Johns advises, “Know your customer, and know your costs—because you are competing with many direct sellers [for security companies’ business].”
Campaign Collateral
Products to pick for your law enforcement client’s next program
Artistic Toy / PPAI 110753 / www.artistictoy.com
Minya International Corp. / PPAI 112523 / www.minyausa.com
ADG Promotional Products / PPAI 111475 / www.adgpromo.com
Douglas Company / PPAI 233600 / www.douglaspromoplush.com
Products to pick for your security client’s next program
Fields Manufacturing / PPAI 111951 /www.fieldsmfg.com
Crystal D / PPAI 112326 / www.crystal-d.com
CPS The Keystone Line / PPAI 111040 / www.keystoneline.com
Jen Alexander is associate editor for PPB.
