Shine a light on your message and you’ll raise awareness
Our county government and its employees do so many things for us, and they do them well. Yet, research showed that people don’t really know what Lane County does. This campaign was designed to link the county with a slogan: Lane County: Working for You. We used county employees to tell the story.
Advertising appeared on buses, in all newspapers in Lane County, and on all radio and television stations. There was also a micro-site that people could access from Lane County’s main website.
In addition, county officials made presentations to groups throughout the community, and a tabloid was produced to present more comprehensive information. The county used its intranet to keep employees informed about the campaign and to solicit their feedback.
“This campaign was designed to link the county with a slogan: Lane County: Working for You. We used county employees to tell the story.”
Because all local media matched the advertising buy – at least three ads were run for every one that was paid for, and in a couple of instances the match was 10:1 – word spread quickly.
Though the campaign only ran for six months, we branded the county, improved staff morale, and engaged media in telling the county’s story. Research showed that Lane County residents associated the tagline with Lane County. Staff took over the campaign and continues to incorporate the theme in its materials. | 
