JPW and Carlsbad honored for “Life in Action” campaign

BY LAUREN BOYER

JPW is honored to announce our client, The City of Carlsbad, earned a 2025 Award of Merit from the California Association for Local Economic Development (CALED) for its "Life in Action" brand campaign.

"Life in Action" is a brand crafted to bolster Carlsbad's reputation as a place where talent and businesses thrive together. With the dual goals of attracting talent and supporting businesses, JPW implements storytelling, content development and social media engagement strategies to advance the brand, promote Carlsbad and deepen connections to the great work being done in the region.

"As a Carlsbad-based business, we are especially proud of this award and our work with the City of Carlsbad," said Jenny Windle, founder and CEO of JPW Communications. "Economic development, when done well, is an incredible driver for shared prosperity in a community, and Carlsbad's brand is a great example of how cities can play an active, integral role in advancing the economic outlook of a city, while showing off its personality."

JPW's work includes managing the brand's outbound marketing, which consists of newsletters, blog posts and social media content, specifically aimed at the prospective talent and businesses (local and non-local). Strong social media and newsletter engagement, coupled with JPW's extensive economic development experience, resulted in double the number of website visitors to Life in Action's site in 2024 with more than 500 local and cross-country candidates applying to work in Carlsbad through the site.

This campaign was recognized in the Programs and Promotions category at the CALED awards.

For more information on The City of Carlsbad's Life in Action brand, read our in-depth case study.