Lakewood, WA, is without a doubt best known for the show COPS, which is a shame because it's come a long way since the bad ol' days of the '80s and '90s. Our mandate from the City of Lakewood: "come up with a campaign that can help us share who we are today."
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With the American Dream increasingly out of reach, we saw a chance to position Lakewood as an affordable path to the good life. This message found its final form in a campaign tagline, Build Your Better Here, and a bold logo that paired a map pin with elements of the city's existing mark.
We created a video that invited viewers to build a better life or a better business in Lakewood. The piece was designed to encourage a second look at a vibrant city that has been unfairly written off. We made double use of the video's voice talent to create a radio ad that ran on 710 ESPN. The radio ads included a digital takeover of the 710 ESPN website, which led to some exciting leads.
We took photos that visualized the vibrancy and opportunity that Lakewood offers, photos of nationally-ranked schools, killer international cuisine, local businesses building momentum, and families having fun in Lakewood's sprawling parks.
Getting our message in front of the right people meant deploying a multi-channel approach. We used Instagram, Facebook, YouTube, LinkedIn, and Google Ads to target a range of audiences with content customized to each demographic. We also provided a social media strategy to the City for organic posts.
When you're seeking unique audiences - like executives in charge of site selection or soldiers looking for housing, sometimes a print ad makes sense. We designed a range of print ads targeting business and housing decision-makers.
We needed a way to measure our success and deepen our audiences' interest, so we created a campaign website that helped us expand Lakewood's story of better living and better business. More than a pretty bit of code, the website was designed to help us know which channels are working so we can fine-tune our marketing efforts.
