Strategy
Overview
A high-energy brand campaign created to showcase Eugene as a place where people can live well, connect, and thrive—spotlighting the experiences and services offered through Library, Recreation, and Cultural Services (LRCS). Initially conceived with a recruiting focus (executive leadership and general department hiring), the campaign evolved into a broader “hype commercial” celebrating the city and the community-facing work of LRCS.
Audience
Primary: prospective job candidates (initial recruiting intent)
Secondary: Eugene residents and community members
Additional: people considering relocating to Eugene; regional audiences reached through broadcast placements
Goals
Increase awareness and positive sentiment around Eugene and LRCS
Communicate pride, energy, and breadth of City services in a punchy, memorable format
Support recruitment messaging with a strong “why Eugene / why this work” emotional foundation
Build a flexible campaign that could run across multiple channels and placements
Core Message + Desired Action
Eugene is the home of vibrant community life—arts, recreation, learning, and experiences that make the city a great place to live and work.
CTA: Consider Eugene (and the City) as a place to build your life and career; explore services and opportunities.
Success Measures
Reach and frequency across broadcast and digital placements, plus qualitative response and internal adoption as a flagship LRCS brand asset.
Touchpoints
Stakeholders
LRCS leadership and all City departments
City recruitment stakeholders (initial recruiting intent)
Internal program areas featured
Talent/participants featured on-screen
Planning & Production
The project required balancing:
- Existing footage from multiple City partners
- New capture to fill gaps and ensure representation across LRCS offerings
- A fast, punchy commercial rhythm while maintaining brand clarity and broad appeal
Capture plan focused on filling key story beats and visual variety needed to support multiple cuts (broadcast, social, recruitment)
Outputs
Hero Content
30-second commercial cut (broadcast-friendly)
60-second version (extended spot for digital placements)
~3.5-minute version (recruiting-focused narrative cut)
Supporting Assets
Social cutdowns formatted for City channels
Photos from across LRCS programs to be used for promotion
Rollout
Placements
City social media channels (Instagram/Facebook, TikTok Ads, YouTube, website)
Broadcast placements (KEZI TV, YouTube TV)
Rollout Approach
Designed as a flagship brand asset that could be deployed in multiple environments:
- high-impact awareness placements (TV)
- shorter attention placements (social)
- longer-form persuasion (recruiting cut)
Adapted the same core concept and visual identity across formats to maintain brand recognition while matching platform needs.
Media Spend
Supported by multiple paid placements across social and broadcast (~$3,500)
YIELD
Results
250,000+ views across social media and broadcast placements
The campaign served as a flagship LRCS commercial asset for the year, with distribution extending beyond owned social channels into broadcast and other paid placements.
Internal adoption: widely used as a top-level “this is who we are” piece for LRCS and City promotion.
What Worked
High-tempo edit and punchy pacing created a strong emotional “hype” effect while still communicating breadth of services
Multi-length deliverables made the campaign adaptable and cost-effective across channels
The concept scaled well: it supported both broad civic pride messaging and recruiting intent
Next Time
Establish more analytics tracking (link tracking for recruiting outcomes)
Create a lightweight campaign dashboard to align media placements with audience response
Build a companion toolkit (cutdown matrix + captions + specs) for even faster cross-channel deployment