The Covington Police Department will be at the annual Pawrade event in Mainstrasse Village Sunday selling hot dogs in an effort to raise some of the $5,000 needed to purchase its new mascot. The idea of having a costumed mascot, an adult-sized dog in a police uniform, materialized in the department’s newly formed marketing committee. Chief Spike Jones explained that while the department was undergoing its mandated reorganization he discovered that there were lots of underutilized and unique talents found among the officers, one of which was marketing. He tapped Officer Jason Gray to lead the new committee.
“What we’re going to be doing is somewhat revolutionary,” Gray said at Tuesday night’s City Commission meeting. “This is stuff no one else in the country is doing.”
Members of the patrol staff helped design the new decal that is seen on the department’s new patrol cars and in addition to the mascot, Gray and his committee have other plans in the works. They intend to create a new recruitment program and to improve community outreach, including a reinvented “shop with a cop” and lunch buddy programs. The goal is to communicate to Covington’s youth that they should not fear the police.
The department will also team with The River City News in the coming weeks to launch a web-based video series profiling the officers on duty, at the office, and on the streets.
The star of the new marketing initiative could likely be the new dog mascot. Gray said the mascot could help make the city and the police department instantly recognizeable. He spoke with a police officer in Barre, Ontario where a similar mascot is used and is confident that this is a good idea. The department will get local school children involved by possibly having a “name-the-mascot” essay contest.
At Sunday’s Pawrade, the annual parade of dogs in Halloween costumes that runs through Mainstrasse Village, Gray and his team will be on site selling hot dogs and dog treats. The $5,000 they hope to raise soon would cover the cost of shipping, storing, and dry cleaning the department’s new furry friend. Fedders Feed and Seed donated the dog treats and Kroger donated the hot dogs.
