Brooks, formerly known as Brooks City Base, is a 1,300-acre campus in San Antonio that was transformed into a mixed-use community after Brooks Air Force Base closed in 2002. Over the past decade of The DeBerry Group’s partnership with Brooks, members of the organization have come to see our team as an extension of their own staff. We have established and steered strategic marketing plans; social media strategy, execution and advertising; digital advertising placements; earned media coverage; influencer relations; web development and event marketing for Brooks.
Brooks’ most recent branding campaign, “Live Brooks,” empowers the development to embrace its unique, vibrant position on San Antonio’s south side as a place to live, work, learn, play and stay. This campaign followed on the heels of the organization’s first aggressive paid media campaign, “It’s Time,” which The DeBerry Group created to boldly promote Brooks as an outstanding destination for development and revitalization.
Through the development of the “Live Brooks” campaign, our team identified individuals in the existing Brooks community that were actively living the brand pillars: Live, Work, Learn, Play and Stay. The DeBerry Group redesigned the Brooks website and captured foundational photo, video and audio content that could be purposed throughout the campaign in a variety of formats, utilizing a “create once, publish everywhere” (COPE) strategy for maximum resource management.
The “Live Brooks” campaign, strategically promoted solely on social media platforms, highlights real people with real stories to share about Brooks. By identifying these individuals and allowing them to share their own stories, we were able to authentically represent the Brooks brand and effectively impact our target audiences on social media, where validity is vital to brand success.
Since the launch of the “Live Brooks” campaign, traffic from social media platforms to the Brooks website has more than doubled. Brooks’s owned channels experienced a rapid growth in engagement through the integrated efforts of this campaign. To date, “Live Brooks” social media content has garnered more than 150,000 video views, 423,000 impressions, and 77,000 engagements on Facebook, YouTube, Twitter and Instagram.
In addition to branding and social strategy for this campaign, The DeBerry Group provided support for the Brooks brand through public relations efforts, influencer outreach and event marketing. We specifically focused on creating a look-and-feel for events at Brooks, increasing campus visitors to successfully convert more people to truly “Live Brooks.”