COI Communications has appointed eMCSaatchi, the digital business arm of M&C Saatchi, to develop the next stage of the Home Office's Police recruitment web site.
The COI plans to expand the functionality of the site, making it more interactive and encouraging visitors to stay within it for longer. In particular, eMC is expected to develop more self-test mechanisms to enable visitors to gauge their skills and find out whether they would be suitable for a career in the police.
eMC developed the original site after being appointed with M&C Saatchi, which won the high-profile above-the-line business in June this year.
The Home Office then put the latest stage of the online task out to tender in September and eMC won the business after a six-way pitch.
The agencies that pitched for the work are understood to have included Publicis Technology, Hyena, Amaze, BYG Systems and Syzygy.
The expanded site will support a new burst of recruitment activity expected to break over Christmas. The budget for the second phase of online activity is believed to be around pounds 100,000.
Web activity is seen as an effective medium for police recruitment, because large numbers of the 18- to 32-year-old target audience are web users.
According to the COI, at one stage of the campaign one in three enquiries to the recruitment call centre came via the web site. The figures are similar to those for the Army, which has previously used interactive media to recruit.
The existing site can be found at www.policecould you.co.uk.