Home Of

Strategy

Home Of is a high-energy brand campaign built to re-excite Eugene about everything offered to citizens after the COVID-19 pandemic. It began as a recruitment tool for hiring City employees and grew into a broader hype spot celebrating the city and the community-facing work of the Library, Recreation, and Cultural Services (LRCS) department.

Audience

• Primary: prospective job candidates, from executive leadership to department hiring.
• Secondary: Eugene residents and community members.
• Additional: people considering a move to Eugene, reached through regional broadcast.

Goals

• Raise awareness and positive sentiment around Eugene and LRCS.
• Communicate the pride, energy, and breadth of City services in a punchy, memorable format.
• Give recruitment a strong "why Eugene, why this work" emotional foundation.
• Build one flexible asset that could run across many channels.

Touchpoints

Production balanced existing footage from multiple City partners with new capture to fill gaps and represent the full range of LRCS offerings — all cut to a fast, punchy commercial rhythm while holding brand clarity.

Yield

The high-tempo edit created a genuine hype effect while still communicating the breadth of services. Multi-length deliverables made the campaign adaptable and cost-effective across channels, and the concept scaled cleanly from broad civic pride to recruiting intent. The response was strong across placements, and the spot built real affinity for the city as a whole. Internally, it became the flagship "this is who we are" asset for LRCS and City promotion for the year.

What I'd do next

• Add link tracking to connect the recruiting cut to hiring outcomes.
• Build a lightweight dashboard aligning media placements with audience response.
• Ship a companion toolkit — cutdown matrix, captions, specs — for faster cross-channel deployment.