California Police Athletic Federation
The California Police Athletic Federation (CPAF), a non-profit organization established in 1970, is the governing body for the United States Police & Fire Championships (USPFC), the World Police & Fire Games, the First Responders Relay and the new North American Fall Classic.
CPAF originally connected with Olive regarding one of their most popular competitions, the USPFC, which happens each year in San Diego. The goal was to introduce the event to the community and ultimately increase registration numbers.
The key to increasing registration numbers for a first responder centric event is targeting trade publications. For USPFC this included outlets covering different branches of public service including firefighters, law enforcement officers, emergency medical technicians, custom and correctional officers, etc.
As for gaining recognition in San Diego County, where the events take place each year, we designed a plan to secure media placements in different neighborhood publications depending on the event venue and specifically targeted sports journalists for maximum impact. Our outreach was directed at all channels including online print, television, radio and podcasts.
Through the years since we began in 202, the USPFC have been featured in over 400 media hits internationally, nationally and regionally. The USPFC have been featured in national trade outlets like International Firefighter, Police1, Firehouse Magazine, Officer, The Fireman’s Grapevine, Sports Destination Management, EMS1, Fire Engineering, Fire Rescue1 and more.
They have also been featured on many of the major San Diego TV news affiliates— CBS 8, FOX 5, KUSI, and ABC 10 multiple times, as well as featured in Times of San Diego, Hispanos Unidos, Ranch & Coast, San Diego Magazine, San Diego Union-Tribune, Lajolla.ca, Rancho Sante Fe Review, and more, many times.
The USPFC continue to prosper each year, and Olive has been brought on to support year-round with various CPAF events in other markets including the First Responder Relay in Las Vegas, Nevada, the North American Fall Classic in Mesa, Arizona, and other smaller events across the United States.