From naming the initiative to graphically branding it with a logo and collateral art production, BrandEra built a bilingual, multi-channel campaign that empowered students, families and staff to “Reach Out” for support.

The Opportunity

Long-time client Albuquerque Public Schools (APS) recognized a critical challenge: while the district offered robust in-school mental health services, many of these resources were being underutilized simply because students, families and staff were not aware they existed.
Beyond counselors and nurses, APS has invested in wellness teams, licensed therapists, peer helpers, substance use prevention and intervention, behavioral support programs and more. To ensure students could fully benefit from these resources, APS issued an RFP seeking a marketing partner to create a comprehensive mental health awareness campaign.

BrandEra was selected to handle the initiative, and together, we set out to make sure students and families know on-campus mental health help is available in APS.

Our Strategy

Phase 1: Creating the Identity
The process began with conducting surveys among key APS stakeholders to identify what was most valued about the program. With feedback in hand, BrandEra concepted name and tagline options, as well as logos and graphics. Following multiple rounds of feedback and revisions, APS landed on the name Reach Out Resources, the tagline Nurturing Mental Wellness in APS, and a logo that transformed APS’s signature apple icon into a heart — symbolizing care, compassion and wellbeing.

The End Result

Phase 2: Building Awareness Through Multi-Channel Touchpoints

To reach students, parents and staff where they are, BrandEra created a comprehensive suite of print, digital and specialty advertising materials.

Panel Cards

• • • Student Version: We crafted messaging centered around “Your Mind Matters,” with a list of on-campus mental health resources and a CTA for students to visit their school’s website or reach out directly to teachers and counselors.
    • Parent/Staff Version: We reinforced that “Student Wellbeing is Our Top Priority,” with guidance for parents and staff on how to access in-school support.
    • Each 2-sided panel card was printed in English and Spanish to reach Albuquerque’s bilingual community.

Social Media Graphics and Posters

• • • • Imagery in the social media graphics illustrated scenarios of students in distress reaching out to a trusted adult, with reassuring messages like “It’s okay to not be okay” and “We’re in this together.”
      • Graphics were adapted into English and Spanish versions of posters to be displayed on campuses.
      • We created three versions of each deliverable depicting an elementary, middle and high school-aged student to resonate with the full age range in the school district.

Direct Mailer

• • • Delivered to all students’ homes, this bilingual direct mailer targeted parents by reinforcing APS’s commitment to student wellbeing.
    • This mailer provided a comprehensive overview of available on-campus mental health resources, from licensed therapists to suicide prevention protocols, with the call-to-action, “Help is Here. Just Reach Out.” Parents were prompted to call their child’s school or visit the website for more information.

 Billboard

• • • A similar concept to the social media graphics and posters, a billboard extended campaign visibility citywide.

Specialty Items

• • • Giveaway items were strategically chosen for their practicality and daily utility to help spread awareness of the Reach Out Resources campaign.

The Results

While full utilization reports are forthcoming, APS distributed campaign materials at scale, including:

• 20,000 panel cards across schools and local businesses
• 42,500 direct mailers to households
• 60,000 lanyards, backpack tags and stickers across schools

Through the “Reach Out” campaign, awareness of APS’s in-school mental health services has grown significantly. Students and families now better understand that support is available right on campuses, and that no student needs to suffer in silence. As a result, more students are empowered to reach out to trusted adults at their schools and ask for the help they need. We’d call that a huge win… but don’t just take it from us!

“BrandEra helped us bring our vision to life. The Reach Out Resources campaign will make a tremendous difference in raising awareness of the mental health services available in APS. We know this will have a positive impact on the wellbeing of our school communities for years to come.”

-Vicki Price, Senior Director of Counseling, Albuquerque Public Schools

We built powerful connections to inspire the next generation of women leaders—and generated media buzz in the process.

The Opportunity

When the Lockheed Martin Armed Forces Bowl announced it would honor women at its 2024 event, we saw not only a cause for celebration, but also a chance to make a lasting impact. With longtime client SeyTec, a woman-led aerospace fasteners distributor located in North Richland Hills, Texas, and nonprofit Girls Inc. of Tarrant County, BrandEra seized the opportunity to connect three missions into one powerful moment.

Our Strategy: Connecting the Dots

1. Identified the Right Partners
BrandEra connected SeyTec CEO Stephanie Seybert and Girls Inc. of Tarrant County CEO Jennifer Limas. Both women instantly embraced the vision of creating a meaningful opportunity for Girls Inc. participants to attend the Armed Forces Bowl Kickoff Luncheon.

2. Curated a Once-in-a-Lifetime Experience
SeyTec generously sponsored tables for the Girls Inc. participants at the event. Stephanie Seybert shared her journey of entrepreneurship and perseverance, inspiring the girls with her story of turning her goals into reality. Throughout the luncheon, the girls also heard from several trailblazing women, including Monessa Balzhiser, Lockheed Martin’s chief F-35 production lead and pilot, and Sammy Sullivan, Olympic Rugby Bronze Medalist for Team USA.

3. Amplified the Story
BrandEra secured exclusive media coverage with FOX 4 News, shining a light on this unique collaboration and giving Girls Inc., SeyTec and the Armed Forces Bowl a powerful platform.

The Results

Impact on Girls Inc. Participants
“This opportunity was more than just a lunch. It was a chance for our girls to witness women breaking boundaries, persevering through challenges, and reaching the highest levels of success. Moments like these plant seeds of possibility—they dream bigger and believe in their own potential.” -Jennifer Limas, CEO of Girls Inc. of Tarrant County
Media Reach

Exclusive news coverage on FOX 4 News

Media value: $25,978: 100% earned and unpaid

Explainer Video Production for Albuquerque Public Schools

The Scoop
In an effort to inform students, parents, staff and the community about the district’s plans to improve test scores and increase attendance, Albuquerque Public Schools collaborated with BrandEra’s creative team to create a series of English and Spanish animated videos.

BrandEra crafted informative and motivational scripts that incorporated statistics and details about a recent court decision that impacted APS. Once the scripts were finalized, we art directed our animation team. This included detailed descriptions of each scene, characters’ actions and matching character ethnicity to reflect the demographic/diversity of the district’s student body and employees.

Objectives
• Improve Test Scores in subpopulations.
• Increase Student Attendance: Address the issue of declining attendance rates in local schools.
• Engage Stakeholders: Foster involvement from students, parents, teachers and the community.
• Create Informative Content: Develop engaging and relatable narratives that emphasize the benefits of education at APS.
• Implement plans to address court order issues.

Results
In addition, APS students, parents, staff and stakeholders were informed of the district’s plans as presented at Town Hall type meetings. BrandEra was honored as the 2024 MOSAIC Champion by the American Advertising Federation (AAF). This award recognizes an individual or organization that has demonstrated ongoing support for diversity through mentorship, leadership and the implementation of diversity and inclusion (D&I) initiatives. BrandEra has been proactive in adopting innovative strategies to address diversity issues, solidifying its commitment to fostering an inclusive environment in the industry.

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Levitt Pavilion Arlington’s mission is to offer free and diverse musical experiences that are accessible to everyone, fostering a sense of community through live music. With an annual lineup of free high-production-value outdoor concerts, the Levitt showcases a vibrant array of genres from Texas country and R&B to indie rock and Tejano, featuring both established fan-favorite artists and emerging local talent.

Drawing more than 73,000 visitors to Downtown Arlington just last year, the Levitt Pavilion serves as a heart-of-the-city gathering space, bringing together the community under the stars for unforgettable performances. As a catalyst in Arlington’s designation as a Music Friendly Community and part of a national network spearheaded by the Levitt Foundation, the venue not only enriches the local arts ecosystem but also plays a vital role in downtown revitalization and cultural celebrations.

For over five years, BrandEra has collaborated with Levitt Pavilion Arlington, providing a range of services including photography, videography, public relations and the creation of engaging graphics and social media content. We’ve also handled media buys and developed marketing materials such as eblasts, digital banner ads, magazine ads and billboards.

Our partnership with the Levitt Pavilion Arlington allows us to be highly creative. One of our recent projects involved producing a sizzle video using existing Levitt footage and photography to showcase past concerts and the community experience. Check out the video above!

BrandEra had an EPIC experience creating brand awareness and managing community relations for The Epic, a standout fitness, arts and entertainment facility in Grand Prairie. Unlike an ordinary recreation center, The Epic spans an impressive 120,000 square feet dedicated to fitness classes, training and equipment and arts programming. Additionally, its state-of-the-art culinary kitchen courtesy of IKEA and its premier performance theater sponsored by Texas Trust Credit Union make The Epic a one-of-a-kind destination for all ages.

For several years, BrandEra has played a pivotal role in promoting the City of Grand Prairie and its diverse offerings, with The Epic being a standout amenity. Our efforts for The Epic incorporated dynamic Facebook and Instagram campaigns, targeted programmatic and geofencing campaigns and engaging streaming audio campaigns, all to ensure comprehensive visibility for The Epic’s plethora of activities and amenities.

In addition to digital strategies, BrandEra also employed traditional methods such as door hangers, movie theater ads and rack cards to connect with residents. Through videography and various community initiatives in addition to digital and traditional methods, BrandEra contributed to enhancing community engagement. Our efforts yielded significant results, as evidenced by a remarkable 53.88% increase in active membership, growing from 5,545 members in 2020 to 10,290 active members in 2023 to more than 16,000 members currently. This success proves our expertise in developing impactful marketing and engagement strategies.

Thanks to our partnership, The Epic’s brand presence has flourished on Instagram and Facebook, achieving these 2023 digital milestones…

Check out some of work below!

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Pantego’s Small-Town Charm Meets Big-City Buzz.

The Town of Pantego is a one square-mile municipality surrounded by Arlington and Dalworthington Gardens. While the town may be small in size, it’s big on personality! Pantego sits in the heart of the nation’s fourth largest metro area – Dallas-Fort Worth (DFW) Metroplex.

Pantego boasts a cozy atmosphere where locally-owned boutiques, eateries and shops thrive and visitors uncover hidden treasures around every corner. And when it comes to putting Pantego “on the map,” BrandEra knows the ropes. Since 2009, we have partnered with the Town of Pantego and Pantego Economic Development Corporation, lending our expertise to everything from creating the Shop Pantego logo and tagline to planning special events that showcase the town’s culinary delights, bring the community together and introduce visitors to the charm of Pantego.

Thanks to our partnership, Shop Pantego’s online presence has flourished on Instagram and Facebook, achieving these 2023 milestones…

Get a taste of Pantego’s vibrancy with BrandEra’s engaging video content. We have created top-notch videos for social media and streaming campaigns, showcasing what Pantego has to offer. Check them out and get a sneak peek of what makes Pantego special!

BrandEra handled a “full meal deal” rebranding effort for Town Talk Foods to reach a larger audience about how the grocer helps families save money. As a salvage grocery store that sells items at extremely discounted prices, Town Talk Foods is proud to do its part in helping families eat real food, fruits, vegetables, meats and dairy for less while eliminating food waste. There are three Town Talk Foods locations: Arlington, Weatherford and Fort Worth.

BrandEra branded Town Talk Foods with a new logo, a tagline and 70th Anniversary logo. Ongoing campaigns include bus tail advertising, digital advertising, social media content development, social media training/tips, monthly eblasts, Google ads, videography, photography, website development, specialty advertising items, in-store promotions, direct mail, radio, community engagement initiatives, public relations, sponsorships and collaborations with synergistic companies like Nu2U Resale and Arlington Urban Ministries. Handling all the company’s marketing, BrandEra also managed customer appreciation events such as the grand opening of the Arlington store and a ribbon-cutting event with the Greater Arlington Chamber of Commerce.

Founded in 1973 along the Yellowstone River, Montana Silversmiths initially crafted custom trophy belt buckles for rodeos and Western events. The company’s high-quality craftsmanship fueled an expansion into jewelry and accessories. With skilled artisans infusing “The Art of the Buckle” into each product, Montana Silversmiths soon became an iconic western brand across the United States. Still inspired by the spirit of the West, Montana Silversmiths’ creations today embody classic styles infused with fresh and modern designs that appeal a broader cross section of consumers.

From Buckles to Headlines: Montana Silversmiths’ PR Journey with BrandEra
BrandEra and Montana Silversmiths have enjoyed a thriving partnership, marked by a successful collaboration that has significantly elevated both brands. At the onset of our partnership, BrandEra helped develop a more diverse advertising approach that included market research, graphic design, media buying, as well as marketing and PR initiatives. Fast forward to the present, our recent collaboration with the company has extended to include special events, highlighting the success of 50 years and more.

Over the course of our successful partnership, BrandEra has played a pivotal role in strategically positioning Montana Silversmiths in the market, leveraging its extensive network to amplify the brand’s presence.

Recent PR Initiatives Handled by BrandEra
• Montana Silversmiths 50th Anniversary – At Montana Silversmiths Every Buckle Has a Story
• Executive Team Changes Announced for Montana Silversmiths
• Country Singer Coffey Anderson to Appear at Cavender’s Tyler Flagship Store
• Montana Silversmiths Debuts “The Phoenix,” Inspired by The Music of Country Singer-Songwriter, Stephanie Quayle
• Western Lifestyle Industry Icon Judy Wagner to Tackle New Role at Montana Silversmiths
• Montana Silversmiths Unveils Collaboration with Miss Rodeo America Kennadee Riggs
• Montana Silversmiths Kicks Off Partnership With Folds of Honor

Media Placements Links

Montana Silversmiths Media Coverage

StillwaterCountyNews.com – Partnership with Folds of Honor

www.kxan.com – Partnership with Folds of Honor

decider.com – Yellowstone Gifts

StillwaterCountyNews.com – 50th Anniversary

www.cowgirlmagazine.com – Cheers to You Judy Wagner

www.kxan.com – Judy Wagner to Tackle New Role

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 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:

• 70,000 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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