Archive for November, 2009

High schoolers help launch Shwazooki campaign

Wednesday, November 4th, 2009

HideIt Students

If you thought you saw teenagers stealing from cars parked at Dana Hills High School on a recent Saturday — relax.

It was all staged for a professional photo shoot to support the HideItLockItOrLoseIt marketing campaign.

“We were really pleased with the turnout,” said Cassie Levine, Community Services Officer for Dana Point Police Services.  “They all were enthusiastic and excited about helping us get the word out.”

Photographer Bill Thompson worked with the students, posing them in and around cars to highlight the threat of leaving valuables in unlocked cars.  Beth Block-Levine, a Sheriff’s dispatcher, also was on hand to ensure that the images were realistic.

“Our Shwazooki campaign is aimed directly at this young audience.  So getting students to participate is key to its success,” says Ron Leland, whose Dana Point marketing firm, Real Life Brand Architecture, is working with police to develop the HideItLockItOrLoseIt campaign.

The finished images from the October photo shoot are featured on the website, on postcards, in advertising and for future promotional uses.

Among the students participating were: Jeremy Knappe, Alex Brown, Alissa Wilsey, Jennifer Heinsius, Emily Horton, Taylor Carol, Alex Ybarra and Olivia Leland.

City Council to review campaign on Nov. 9th

Wednesday, November 4th, 2009

The Dana Point City Council will have its first official review of the HideItLockItOrLoseIt campaign at its regular meeting on Monday, Nov. 9th.

The public is invited as well to learn more about the marketing and promotional effort aimed at preventing property thefts in the community.

The presentation will be led by Sgt. Jim Greenwood of the Dana Point Police’s Community Services Unit.

“We’re excited about this opportunity to share the various promotional items we’re developing to get the word out,” Greenwood says.

“It’s much more than a website. We have postcards, stickers, banners, key chains and other items that we really believe will make an impact.”

Supporting the presentation will be Ron Leland, whose Dana Point marketing firm, Real Life Brand Development, helped develop the campaign.

The council meeting begins at 6 pm in its council chambers, 33282 Golden Lantern, on the second floor.

Cost of crime much more than items lost

Tuesday, November 3rd, 2009

Losing a cell phone, an iPod, or a wallet with cash and credit cards can be expensive. But the costs of these crimes don’t end there.

Reporting and investigating property crimes require time and resources by Dana Point Police. 

“By reminding the community how easy it is to prevent thefts – which usually are from unlocked vehicles – we can shift our efforts to other priorities in the community,” says Mark Levy, Dana Point’s Chief of Police Services.

“That’s the real value of our HideItLockItOrLoseIt campaign.”

Police statistics show that there were a total of 570 property crimes in a one-year period.  On average, deputies spend an average of 45 minutes per call, while investigators spend an additional 11 hours per report.

The total cost of their time amounts to about 6,700 hours and more than $300,000 in just one year.

Reducing crime by just 33%, therefore, would free up more than 2,200 hours that could be spent on other law-enforcement activities.