CARES Act: DeSoto & Arlington Assistance Marketing

In 2021, the CARES Act, a federal grant program to provide fast and direct economic assistance for American families, small businesses and industries, was launched. BrandEra helped two communities spread the word about a wide range of resources for assistance, including water bill payment help and rent relief. The campaigns, created in English and Spanish, were instrumental in helping families stay afloat and in their homes.

Results

City of DeSoto, Texas
BrandEra won the account through a competitive RPF process. Our team quickly created deliverables that made an impact. Our process started with a campaign bug and creative concept. Then, we rendered out a number of deliverables:

• Social media ads
• Programmatic banners
• Website graphics
• Targeted audio
• Convenience store posters and gas pump toppers
• Billboards
• Door hangers
• Water bill inserts
• Rack cards

A few standout results include:

• 376,891 impressions and 1.1% CTR on the first phase of a social media advertising campaign
• 1,250,000 impressions on banners
• 55,000 impressions for targeted audio delivery

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City of Arlington, Texas
BrandEra also worked with the Arlington Housing Authority to create a graphic identity and marketing plan for its Arlington CARES program. The Arlington program specifically focused on rent relief and community resources to alleviate evictions.

The BrandEra team created:

• Social media ads
• Direct mail targeted to landlords and church leaders
• Door hangers
• Gas pump toppers
• Targeted e-blast
• Flyer
• Radio

We delivered the following results:

• 745,619 impressions with a $15.75 CPM on social media ads
• 30,881 door hangers deployed
• 32% open rate on a targeted e-blast

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