TrackTown USA: Eugene, OR Delivers on its Promise

- July 3, 2012

Strategic Tuesday/Positioning

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing. Today is Strategic Tuesday and we’re continuing our series on the marketing and branding at the US Olympic Track and Field Trials. Today we are going to talk about TrackTown USA which is the brand of Eugene Oregon, the host of the trials.

When you hear a community boasting TrackTown USA what comes to mind? It should be all about track and field and a culture that supports it. We are going to take a look at Eugene, Oregon and how they have created a very distinctive brand and maintained it over the last several decades.

Elements that comprise the TrackTown USA brand for Eugene Oregon include a great running history. The University of Oregon has boasted many great track coaches and athletic performances over the years. Coach Bill Bowerman worked with Steve Prefontaine, one of the all time best runners in the history of track and field. His work with Prefontaine inspired Bowerman to cofound the predecessor company of Nike with Phil knight. So, Nike has its roots in Eugene Oregon.

Another unique element of Eugene is Hayward Field, the site of the US Track and Field Championship. It is the largest dedicated track venue in all of the United States. Countless track and field records have been set at Hayward Field. Just last week Ashton Eaton on the US decathlon team set the world record there. Numerous events gravitate to Eugene because of the moniker TrackTown USA.

The Eugene community embraces the sport of Track and Field. Close to 2,000 volunteers came out to support the Olympic Trials. There are numerous, well used running trails everywhere in town. TrackTown USA /Eugene Oregon has a running culture second to none.

When you have a brand and it creates certain expectations in the marketplace, you better deliver on the promise. In the case of Eugene, Oregon as TrackTown USA it certainly is delivering and perhaps even exceeding expectations. Now take a look at your brand and customer expectations. How is your brand doing?

Be sure to join us tomorrow when I discuss if the US Olympic Trials did a good job on the 7Ps of Marketing. To discuss an online or face-to-face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.