Strategy
Overview
A community-focused storytelling campaign designed to encourage residents to return to Downtown Eugene after COVID-era disruption by showcasing the downtown core through the voices of people who live and work there.
Audience
Primary: Eugene-area residents who stopped visiting downtown regularly during/after COVID.
Secondary: Community members looking for local events, arts, dining, and small-business experiences; downtown stakeholders and partners.
Goals
Rebuild positive sentiment and familiarity with downtown
Highlight that downtown is active, welcoming, and worth revisiting
Support local businesses, artists, and community life through increased foot traffic
Create an evergreen asset that could anchor seasonal promotions and event messaging
Core Message
Downtown Eugene is more than a location—it’s a community of people and experiences worth showing up for.
Call to Action
Visit downtown—attend an event, support a small business, explore local art, and re-engage with the city core.
Success Measures
Video reach and engagement, partner/community amplification, and qualitative response (comments, shares, messages indicating renewed interest or intent to visit).
Touchpoints
Featured Community Voices
A local mother (resident/community perspective)
A local artist (creative/cultural perspective)
A small business owner (economic + neighborhood perspective)
Stakeholders / Coordination
Interview scheduling and location planning with each featured subject
Permissions/approvals for filming in business or public locations (as needed)
Coordination around community events/peak downtown times to capture energy and activity
Story & Capture Plan
Interview prompts designed to surface:
- Why they choose downtown
- What they want residents to remember or reconsider
- Specific “reasons to come back” (events, art, businesses, atmosphere)
B-roll approach built around:
- Each subject in their downtown environment (authenticity, lived-in feel)
- Downtown “sense of place” shots (streetscapes, storefronts, murals, gathering moments)
- Seasonal/event visuals to signal momentum and vibrancy
Outputs
Hero Content
A primary campaign video featuring interviews with the three community members, woven together with B-roll from their downtown environments and broader downtown Eugene visuals.
Supporting Assets
Short social cutdowns by theme (art, family/community, small business)
Photo stills for promotion
Web/landing page embed or campaign feature for ongoing promotion
Rollout
Platforms & Distribution
City social channels (Instagram/Facebook as primary)
Website placement or inclusion in downtown promotion pages
Optional: partner sharing through downtown organizations, local business networks, arts/culture pages
Rollout Strategy
Launch main video in early summertime
Follow with 2–3 supporting posts spotlighting each person to extend the campaign beyond a single release
Reuse the asset seasonally around downtown events, summer programming, or holiday shopping pushes
Amplification Plan
Encourage featured subjects and community partners to reshare (authentic amplification through trusted local voices)
Tie reposts to event calendars (“what’s happening downtown this week”) to convert inspiration into action
YIELD
Results / Outcomes
Video views, engagement, shares, and saves
Qualitative feedback indicating increased interest or changed perception
Ongoing reusability of the video as an evergreen downtown promotional anchor
What Worked
Using local voices built credibility and reduced “top-down” messaging
Pairing interviews with authentic environmental B-roll helped viewers picture themselves downtown again
The mix of perspectives (family, arts, business) broadened relevance and reinforced downtown as a shared community space
Future Improvements
Add clearer conversion touchpoints (links to event listings, featured businesses, or “plan your visit” resources)
Create additional micro-content: one 15–30s spotlight per subject to increase retention and shareability
Track outcomes more directly using link tracking (UTMs) tied to downtown event pages or partner pages
