Kickoff to Rebuild

With the backdrop of Super Bowl XLV, Rebuilding Together revitalized 27 homes in Arlington, Texas. The national event was the perfect platform to raise brand awareness and shine the spotlight on an overlooked community.

The Story

Each year, Rebuilding Together hosts an NFL-sanctioned event in the Super Bowl city to revitalize communities in need and preserve affordable housing. In February 2011, the home repair organization brought Kickoff to Rebuild to a street in Arlington, TX near Cowboys Stadium, rebuilding and landscaping 27 homes. It combined efforts from national and local partners encompassing over 1,000 volunteers, featured celebrity spokespeople and gave hope to an overlooked neighborhood.

How We Told the Story

Just weeks before the Packers and the Steelers would face off in Super Bowl XLV, homes on nearby Drummond Drive in Arlington were getting a much-needed facelift. Our month-long local PR campaign influenced stories in all major DFW TV networks and The Dallas Morning News and Fort Worth Star-Telegram. Alongside the Rebuild organization, we organized a local media kickoff day that included a tour of homes before work began and presentations from homeowners, sponsors and organization staff. We invited media back weeks later to see the work in action by volunteers at Allstate, Atmos Energy and Dallas Lutheran School, who painted siding, installed weatherization and central heating, and removed rubbish. The Kickoff to Rebuild event culminated in a national media day as final touches on the homes were complete.

Rebuilding Together Greater Dallas’ growing online followers stayed up to date on the progress of the renovations through social media. We generated a wealth of digital content from video and photos to blogs posts, tweets and Facebook updates. And we encouraged local sponsors to build excitement among their employees and customers through social media.

The Result

The campaign successfully created brand awareness for Rebuilding Together’s Dallas affiliate, generated a body of available content and a following of online brand advocates.

“Brooks & Associates did an amazing job just getting our name out into the Dallas-Fort Worth metroplex. I think before no one really heard or knew who we were and what our mission was. And now with the help of Brooks & Associates, there’s a huge amount of information out there for people to learn more about our organization, what we do and what our mission is. I am so thankful to have worked with them. It’s been an amazing experience.”

— Maggie Brodnax, Executive Director, Rebuilding Together Greater Dallas