Canadian Criminal Justice Academy
Case Studies
Marketing & Web Design
The Challenge
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When the Canadian Criminal Justice Academy (CCJA) first came to us, they had big ambitions but lacked a solid digital foundation. With no website, no social media presence, and a brand that was just a logo and some colors, CCJA needed a complete digital transformation to establish credibility, generate leads, and attract aspiring law enforcement professionals.
They had two major goals:
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Build a strong online presence to establish CCJA as a trusted education provider.
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Increase student enrollments and fitness test bookings through strategic marketing.
Our Approach
1. Website Development – Twice!
The first website focused on creating CCJA’s digital footprint, allowing students to book law enforcement fitness tests (PARE, COPAT). But as they expanded to offer a full Criminal Justice Diploma, they needed a second, more robust site to showcase their programs.
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Improved UX & Design: We ditched the overly dark theme and leaned into a clean, modern look using their signature blue and gold.
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Seamless Navigation: Admissions can feel overwhelming, so we streamlined the application process for a frictionless experience.
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Better Booking System: Fitness test scheduling became effortless, reducing admin time for CCJA.
Our Approach
2. Brand Refinement & Messaging
CCJA wasn’t just another academy; they had a unique mission: to educate and prepare future law enforcement professionals—not just train them physically. We crafted a brand voice that was authoritative yet approachable, positioning them as both an educational leader and a supportive guide for students entering the field.
3. Social Media & Marketing Strategy
CCJA went from zero to a fully active presence on social media, generating leads organically and through paid campaigns.
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Content Strategy: We developed engaging content that spoke directly to aspiring law enforcement professionals—highlighting career paths, student success stories, and industry insights.
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SEO & Google Ads: A targeted ad strategy led to a 400% increase in fitness test bookings.
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Email & Blog Strategy: Regular newsletters and blog posts helped position CCJA as an industry authority while keeping prospective students engaged.
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Stronger Brand Authority – CCJA is now recognized as a go-to academy for criminal justice education.
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Higher Enrollment & Bookings – The streamlined website and marketing strategy led to a significant increase in applications.
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Engaged Online Community – From no social presence to a thriving community of law enforcement hopefuls.
The Results
Client Testimonial
"Working with Jenny and Virtzilla has been amazing! She took our vision and built a digital presence from scratch. From the website to marketing, she made sure we stood out. She’s not just an agency we hired—she’s a business partner, and always has our back. No one does it better than Virtzilla!"