Work

BrandEra branded and launched the award-winning waterpark in the DFW area. BrandEra coordinated special events, as well as advertising. The agency created Epic Waters Indoor Waterpark’s Strategic Marketing Plan, which includes radio, print, TV (watch it here!), digital, direct mail, outdoor, public relations and other initiatives. We coordinated hard hat media tours and VIP parties. Our media buy to local and regional markets includes radio, OTT, programmatic, geo-fencing, pre-roll and more. Here are a few standout results

• Named 2018 Leading Edge Award winner by the World Waterpark Association
• Earned Grand Opening coverage in local and state publications with an advertising value equivalency of more than $80,000 with a $5,000 investment.
• Achieved an advertising value equivalency of more than $750,000 with a $60,000 investment, with over 100 unique earned media placements in local, national and even international media outlets
• Targeted special event advertising resulted in the party bookings totaling more than 4,400 birthday parties and special events
• Programmatic (.14%) and geo-fencing (.38%) click-throughs both outperformed the industry average of .1%
• OTT overdelivered impressions by 100.09%
• YouTube video completion rate of 82.44% (industry average is 67%)

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BrandEra was awarded a contract through a formal RFP by the Town of Westlake to manage a complete rebranding. Unlike most communities, the Town of Westlake has maintained its small-town feel in the midst of a bustling metropolitan area. BrandEra completed stakeholder research to uncover insights in people who already chose to call Westlake home.

Not only did BrandEra create a new logo for the Town, but also provided new logos for each municipal department. BrandEra designed collateral for the Town by portraying the distinct nature of Westlake. BrandEra developed a Strategic Marketing Plan that detailed all projects from professional photography, promotional videos, brochures, direct mailers, new resident welcome kits and a variety of invitations. The work that BrandEra delivered for the Town of Westlake has increased pride and activated engagement, resulting in the following:

• Welcomed 660 new residents
• Increased community event attendance from 250 residents to over 800 people
• Improved social media following from a few hundred to over 2,200 followers

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BrandEra was selected to brand the new grant-funded K-12 STEM pathway, Engineering the Future. From developing the logo and tagline to identifying the brand voice and tone, BrandEra works alongside Albuquerque Public School administrators to advertise and market this STEM education to Albuquerque Spanish- and English-speaking families. The Engineering the Future campaign includes outdoor, digital and direct mail. BrandEra also provided brand ambassador training to APS administrators, principals and teachers at the onset of the initiative.

BrandEra’s work has created brand awareness, interest, inquiries and applications to this innovative pathway. To date, enrollment for the program has surpassed expectations.

BrandEra was hired to help in the rebranding and repositioning of El Paso ISD secondary to a time period marked by challenging circumstances and a dramatic turnover in senior district leadership. Once market research was conducted, BrandEra deployed a districtwide marketing campaign to re-introduce the school district and the vision of its current superintendent and school board to students, parents, business and community leaders, legislators, the military base and other area residents.

While the process of brand awareness and marketing continues, multiple deliverables have been put into effect. BrandEra developed a Strategic Marketing Plan that included the necessary strategies and tactics to message about major changes, new teaching platforms and the commitment to educating its students for the 21st century. BrandEra concepted and helped plan the district’s first education showcase. With a bilingual brand awareness campaign that began with print, radio, TV, digital and outdoor initiatives, EPISD has enjoyed increased questions, inquiries and matriculation in its expanded portfolio of STEAM, dual language and career and technical education pathways and schools of choice. Enrollment numbers trended upward with more than 500 net new students, resulting in an increase in school funding of more than three million dollars, as BrandEra continues to develop specific campaigns that highlight the unique education opportunities offered by the district.

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BrandEra initially developed and executed a comprehensive marketing campaign for the City of Grand Prairie, and the City has extended the contract to continue building awareness of its’ expanding offerings. BrandEra worked for several years on behalf of the City’s tourism department before adding the City’s account. BrandEra crafted a creative approach titled “Live Life Grand,” that targeted residents of the City and the Dallas/Fort Worth Metroplex. The tourism campaign was titled “Go Grand” and reached regional markets in Texas, Oklahoma and Louisiana.

For the Tourism campaign, BrandEra conducted online surveys to measure awareness of attractions and perceptions of Grand Prairie for multiple target markets. We executed activation initiatives to drive ticket sales at local attractions, cross-promote venues and increase the number of “heads in beds.” The campaign included print, radio, TV, billboard, online and Facebook advertising.

BrandEra negotiated favorable ad rates, handled scriptwriting, targeted emails and Facebook advertising. In addition to designing and executing a dynamic campaign based on “an around town” photo shoot. For this campaign, BrandEra delivered:

• Overdelivered impressions in out of market pre-roll and digital banners in all markets for a total of 119%
• A click through rate on a series of eBlasts which consistently exceeded industry standards
• More than 2 million TV impressions in Austin and Houston

For the Live Life Grand campaign, BrandEra followed a similar formula with success. Our team conducted an online survey to the entire metroplex to form a benchmark for success. Then, BrandEra created a branded look and jingle, executed commercial shoots and photo shoots, formulated a comprehensive media buy and managed a public relations campaign to reposition the City. Here are a few standout results:

• 700,00 TV impressions
• 2 million people reached on radio
• 1.5 million digital impressions
• -$300,000 in advertising value equivalency through earned public relations

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