Description:
The “L.A.U.N.C.H” program offers students hands-on experience across various city departments, opening the door to potential careers in public service. To create excitement and drive applications, we developed an engaging video showcasing the program’s opportunities, featuring testimonials from past interns, and highlighting real-world experiences. This video was strategically distributed in local schools to reach students directly.
Our Approach:
Our approach centered on showing how these professions directly contribute to improving the community, while demonstrating the meaningful impact interns could have. The video was scripted specifically to resonate with Gen Z, emphasizing quality of life and the ability to make a difference through public service. We strategically distributed the video to local schools to reach students directly, driving engagement and interest.
Outcome:
The video significantly boosted awareness and enthusiasm for the program, resulting in several times more applications compared to the previous year. Additionally, we developed the LAUNCH acronym (Learn, Apply, Uncover, Navigate, Connect, and Harness) and created the program’s branding, logo, and campaign. These elements helped establish a cohesive identity for the program and further amplified its visibility and impact. The success of the campaign has encouraged the City of Brentwood to explore expanding the program next year to accommodate increased demand.