Strategy
Overview
Couch to 5K or Half Marathon is a community-focused content and engagement campaign centered on the City of Eugene Recreation’s new Couch to 5K or Half Marathon fitness program. The campaign documents the lived experience of participants as they move from hesitation to confidence through structured outdoor training and shared community support.
Rather than framing running as a performance-based fitness goal, the campaign positions it as an accessible, social, and place-based experience — one that helps residents connect to their bodies, their city, and each other.
Audience
Primary: beginners and returning runners considering a structured program
Secondary: community members interested in wellness offerings; partners in the local running ecosystem
Goals
Increase awareness of Recreation health and fitness offerings
Reduce intimidation and barriers to entry for new runners
Highlight community, coaching support, and progress over perfection
Drive program interest and registrations
Core Message + Call to Action
"Running is something you can build—one step at a time, with a supportive community."
CTA: Learn more and register for Recreation running and wellness classes.
Success Metrics
Reach and engagement across social channels, plus program demand (enrollment and waitlists).
Touchpoints
Partners / Collaborators
Recreation program staff and instructors
Program participants
Eugene Marathon organization (collaborator; campaign amplification partner)
Planning Considerations
Story arc built around a “beginning → progress → milestone” structure
Capture plan designed to include a mix of:
- participant voice (interviews / quotes)
- training moments (b-roll)
- emotional beats (breakthroughs, nerves, pride)
- community context (routes, group energy, race-day atmosphere)
Production Needs
Scheduled filming across multiple sessions over the program’s duration
Consent/permissions for participants featured
Shot list anchored around progress markers (first run, mid-program, final push, finish)
Outputs
Hero Content
Documentary-style video(s) capturing the full program journey (training through event completion)
Supporting Assets
Short-form social cutdowns and clips
Photo assets for promotion and recap
Quote-based storytelling for captions and cross-platform posts
Rollout
Platforms & Distribution
Published across City social channels (Instagram/Facebook, YouTube, website)
Designed for cross-posting and reuse across seasonal promotions and program pages
Partner Amplification
Campaign content was reposted/shared by the Eugene Marathon organization, extending reach into a highly relevant local running audience and reinforcing program credibility through trusted community networks.
Timing
Released in alignment with winter-spring registration and at the beginning of the new year.
Yield
Results
50,000+ views across all social channels
200+ engagements (likes, comments, shares)
Following the campaign, 50%+ of Recreation health and fitness classes filled, with multiple programs reaching capacity and generating waitlists
Evaluation
Participant-centered storytelling drove stronger resonance than standard promotional messaging
Short-form video acted as an effective entry point, encouraging interest and awareness
Community tone reduced intimidation and helped the program feel accessible
Partner amplification expanded distribution beyond City-owned channels
Growth
Add more structured “weekly progress” touchpoints to sustain momentum
Track conversion more directly (link clicks, registrations tied to content timing)
Build a reusable toolkit (templates for clips, captions, quotes, and promos) for future cohorts