Strategy
F - Foundation
Goal: Inspire Eugene residents to participate in Eugene Rec’s health and fitness programs.
Audience: Young and middle-aged adults in the Eugene/Springfield area.
Platform: long-from video for YouTube, short trailers for Facebook/Instagram and paid ads
3.5-minute documentary-style video incl. interviews, B-roll (YouTube)
30-second video trailer (Instagram/Facebook)
5-10 photos for general promotion (website, social media, Rec Guide)
Creative
A - Action
3.5-minute documentary-style video incl. interviews, B-roll (YouTube)
30-second video trailer (Instagram/Facebook)
5-10 photos for general promotion (website, social media, Rec Guide)
Collaboration
Worked closely with Recreation staff and class participants to coordinate interviews, day-of B-roll, and any needed pickup shots.
Connected with Eugene Marathon to ensure collaboration on social media posts to boost reach, facilitate day-of media credentialing.
Hired a freelance videographer to assist in capturing Eugene Marathon day-of assets.
Tools
Equipment: Sony mirrorless DSLR, DJI drone, RODE lav mics, gimbal, tripod, lighting
Software: Adobe Premiere Pro, Envato Elements (music)
Results
Export
16:9 aspect ratio, 4K resolution for YouTube (3.5 mins)
16:9 aspect ratio, HD resolution for Instagram + Facebook (30 secs)
Numbers
50,000+ views across all social channels
200+ engagements (i.e. likes, comments, shares)
50%+ Recreation health and fitness classes full with waitlist
Debrief
Campaign successful, leading to more engagement with Rec class offerings and desire to expand the Couch to 5K class specifically to meet community demand. Both video versions had notable retention rate on all platforms.