City of Calgary - Request for Proposal - RFP 26-1519 - Recruiting Creative Campaign

The City of Calgary is seeking a full-service marketing partner to develop and execute a transformative recruitment campaign for the Calgary Police Service, aimed at attracting a diverse and qualified pool of candidates through innovative brand positioning, targeted messaging, and high-impact creative assets including video, graphics, and copywriting. The project demands a strategic, data-driven approach grounded in audience insights, with a strong emphasis on inclusivity, accessibility, and alignment with both CPS values and the broader cultural landscape of Calgary. The campaign must be designed for broad reach across digital and social media platforms, ensuring engagement with underrepresented communities while upholding the integrity and public trust associated with law enforcement. Proposals must be submitted through the SAP Ariba portal by the deadline of May 26, 2026, with the solicitation number AB-2026-03416 and publicly listed on CanadaBuys. Jaskarn Chauhan serves as the primary point of contact for inquiries, and while experience in first responder recruitment is not mandatory, it is considered an asset. The initiative reflects the City of Calgary’s commitment to building a police force that mirrors the diversity of the communities it serves, requiring the selected vendor to demonstrate cultural competency and a proven ability to deliver creative solutions that resonate across varied demographics. All work must adhere to the highest standards of equitable design and communications best practices.