Eight Counties, One Greater SATX Region

In the Greater San Antonio region, you get more out of the work you put in. Here, you can reach your personal and professional goals more expeditiously through educational programs, industry diversity, lower cost of living and short commutes. With greater:SATX’s intention of highlighting what makes San Antonio so special, the Life Works Greater^SMcampaign was born. The greater:SATX Regional Economic Partnership is the leading organization bringing businesses and jobs into our South Central Texas region. Their mission is to grow, attract, and retain jobs by amplifying what makes this area so special.

Our campaign development was informed by creative and brand perception research in 12 markets nationwide. Research participants were targeted based on employment status, age and receptiveness to relocate. Using inspiring and lively creative, the campaign highlighted young professionals and families, recreational activities and landmarks, and messaging that spoke to San Antonio’s affordability and access to opportunities. When our target audiences were exposed to the creative and messaging, they were significantly more likely to consider moving to San Antonio. In fact, consideration increased a significant 26 percentage points after campaign exposure.

KGBTexas took this insight and, framing it through the greater:SATX’s core tenets of Jobs, People and Place, developed and led the production of the Life Works Greater^SM campaign, leveraging real San Antonians, places and experiences to bring our region to life in key markets across the country. The campaign’s creative highlighted the region’s culture, vibe, lower cost of living and access to opportunity, without sacrificing quality of life or big-city amenities.

Through paid media efforts, we targeted mid-level young professionals in high-demand occupations in markets that our economic development partners were driving leads from: Atlanta, Chicago, Colorado Springs, Dallas / Fort Worth, Houston, Kansas City, Los Angeles, Miami, Nashville, Sacramento, San Diego and Savannah.