Get your 3-month Recreation Summer Pass!
Goal: Match pre-pandemic interest in season passes.
Message: You can do it all with Longmont Recreation.
KPI: Pass sign-ups over previous year and pre-pandemic years
Performance: No data yet.
Info: This campaign will launched in June 2022 and will wrap in August 2022. This video commercial series was created in partnership with Longmont Public Media and is featured on local television and our social media channels.
Of note: This mascot started as a pet project and practical joke for my boss that I worked on in my evening and weekend hours during the pandemic. It turned out to be such a hit I needed to deploy it in a lighthearted campaign and to push the boundaries of what our City brand voice could do in an appropriately irreverent setting like social media. The mascot and all its newly acquired props now live at our Civic Center.
Million Dollar Youth Summit
Goal: Increased enrollment over previous year.
Message: Help us spend $1M!
KPI: Event Attendees
Performance: Though this campaign fell short of butts-in-seats by 25% of our target, the social engagement, website visits, and online submission far exceeded expectations. Other factors that may have contributed were holding the summit on Mother's Day weekend before finals, something that was addressed in the post-mortem.
Info: Capitalized on reels and tiktoks with the Mayor and a Youth Council representative to drive engagement for younger residents. Used word of mouth, flyering, and peer enthusiasm to spread the word. Read the full marketing report online.
Longmont Recreation Leagues
Goal: Increased enrollment over previous year.
Message: Make new friends and have serious fun at your level of play.
KPI: League sign-ups
Performance: Filled volleyball and kickball leagues for the first time ever. Increased softball and football by one team each.
Info: Used real players to increase sharing/reach. Photographed at Garden Acres Park and Photoshopped into final composite concept. This was a multi-channel campaign with a focus on social media and local publications.
Junior Nuggets Basketball
Goal: Prevent drop off of enrollment due to new private sector competition.
Message: Real kids, real basketball.
KPI: Team sign-ups
Performance: No cannibalization; increased player enrollment by two more kids over previous year.
Info: Used staff member and community kids to increase sharing/reach. Photographed at the Longmont Recreation Center and Photoshopped into final concept. This was a multi-channel campaign with an emphasis on social media and local publications.
Golf: Dynamic Pricing
Goal: Drive website traffic to shift user-behavior from in-person and telephone tee time bookings to online sign-ups.
Message: GolfLongmont puts YOU in control of your price and schedule.
KPI: Increase use of online dynamic pricing engine.
Performance: Nearly doubled web traffic from 77,266 total unique page views to 149,328 unique page views.
Info: Ran Memorial Day to Labor Day 2018. Multi-channel campaign included social media, print collateral around other City facilities, local publications, and paid placements for search and display on Facebook and Google Ads.
Summer Jobs: bilingual English/Spanish
Goal: Fill available PT/Temp positions for summer programming by May 1, 2020
Message: Apply early to make sure you have a job when you need it.
KPI: Fully staffed before summer season begins.
Performance: Campaign was interrupted one month in due to COVID and the hiring freezes related to the pandemic.
Info: Used photo archives of previous staff. Included educational component on all the print collateral to be transparent about the steps for hiring and the length of the process. Multi-channel campaign included social media, local publications, paid placements for S&D on Facebook, Instagram, Google Ads. Included Citywide partners in educational initiatives related to the hiring process (resume building program for Teens, Youth Center presentations). Highly targeted to our teen job persona and parents.
Update: Amending the old collateral and relaunching for summer 2022.
Welcome Back, Longmont: bilingual English/Spanish
Goal: Increase visibility for open facilities.
Message: We're open and ready for you whenever you are.
KPI: Increased attendance during the pandemic lull of summer 2021.
Performance: Returned attendance and interest to pre-pandemic numbers in 5 of the 8 divisions we targeted.
Info: Used a combination of new, archival, and Adobe Stock photos with a simple design that could be widely applied throughout the City and its partner organizations. Instead of producing collateral in both English and Spanish, we integrated both languages into one design, using common cognates to make the selected word list recognizable to speakers of both languages.
Of note: This is also listed as a Behance project I submitted to the Adobe Government Creative Awards on behalf of my team. You can find the full demonstration of this project on Behance. I led a team of 11 people across multiple departments to coordinate a fully fledged video, social, and print campaign as a proof of concept in defense of centralizing our communications team. This is the first campaign of its kind within the City.