What do operas, baseball games and wild animals have in common? Experiencing them in person makes all the difference in the world. Helping potential audiences understand this has been key in Schaefer’s many years of marketing for experience-based clients.
Our clients have an experience to share, and it’s out job to take a morsel of that experience out to the world and draw them in. We joke that we’re like the free sample guys in the food court at the mall. “Why yes, I would like some teriyaki chicken on a toothpick.”
Our ability to market an experience comes from always moving beyond the experience itself to understand the emotions that it stirs up. Whether it’s experiencing something new or getting lost in nostalgia, people want to know where your event, experience or environment can take them.
Marketers use all kinds of metrics to measure success, but for experiential clients, it’s all about butts in seats. And Schaefer has a long history of stretching marketing dollars to get people in the door. Check out some examples of that below.
Campaign Goals: Generate awareness of “A Wilder Vision,” the Fort Worth Zoo’s plans for significant expansion over the next 8 years. Drive donations from the Dallas-Fort Worth Community. Drive web traffic to the Zoo’s giving site in order to generate excitement and process donations. Results: Our reporting approach consisted of consolidating data from multiple Read More
On the heels of our spring campaign launch, that introduced Gus, the baby gorilla to the world, we are proud to showcase our new TV spot for the Fort Worth Zoo. This spot is a 30 second summary highlighting the fun, educational and majestic moments that happen everyday at the zoo. With over 400 different species of animals, 15 different exhibits and Read More
This year marks the 10th anniversary of Beastro, the Fort Worth Zoo’s annual music and tasting event that supports local and international wildlife conservation and education efforts. Within a few weeks of this year’s campaign going live, Fort Worth’s wild side responded with record breaking ticket sales and a fastest ever, sold out VIP offering. The event features the Read More
Everyone loves babies. I mean, everyone with a soul loves babies. And that’s why when there is a new baby at the Fort Worth Zoo, we all get a little excited. So when the Fort Worth Zoo told us, months in advance, that they were expecting the birth of a western lowland gorilla, we began Read More
Last year, we changed the Addys with a new venue and format. How’d we top that this year? Rock & Roll. We launched our “Battle of the B®ands” concept and invited agencies to submit their work to compete on the big stage where the winners advance and the losers stay home. Gig posters announced this year’s Read More
Sometimes you get to work with clients that have a little extra special meaning. And for Charlie Howlett, TCU Baseball is one of those. Back in 2003, he was a fresh-faced frosh on the Horned Frog baseball team under Coach Lance Brown. Don’t be mistaken; Charlie is way tougher than he looks. As a catcher, Read More
It only seems natural that when tasked with solving the summer heat, the Fort Worth Zoo would look to their animal’s strategy: The watering hole. One of the coolest mysteries of the year, was the 14,000-square-foot, zero-depth splash called Safari Splash. We created member invites, an email campaign and an identity system to introduce this all-new Read More
On the heels of the Sundance Film Festival we thought we’d pay a little cinematic love to another festival we’ve had the chance to work with from our hometown of Fort Worth, The Lone Star Film Festival. In 2011, we were asked by the board of the Lone Star Film Society to develop a new Read More
The Riff Ram cheer has been a part of Horned Frog history for over 100 years, but it had become little more than an occasional homage to the school’s legacy. In 2014, TCU asked Schaefer to devise a way to reintroduce the Riff Ram cheer as part of the game day experience – and the Read More
Now that the chalk dust has settled, who is ready to plan for Arts Goggle 2016? Ok, so maybe we aren’t there yet but if you were not able to make it out this year, you missed out. This year, Arts Goggle took over the streets of Magnolia and we took over the street between Read More
The Story Each year the Fort Worth Zoo hosts an annual gala event, Zoo Ball, to raise money in support of the zoo’s ongoing mission of conservation. In a city as large and philanthropically minded as Fort Worth, it’s absolutely vital to break through the noise of other worthy charity events. This year being the 30th anniversary, the Read More
It’s all about the details and that was the story for the 2015 Riff Ram Video. Our team embraced the opportunity to make this in-game tradition something special for the Horned Frog faithful. Each scene was curated with new and old memorabilia and a few custom creations to make each viewing a new experience. We designed t-shirts, coffee mugs, Read More
Project The Fort Worth Zoo’s largest annual fundraiser, Zoo Ball, attracts some of the biggest names in Fort Worth to support the Zoo’s local and international wildlife conservation and education efforts. 2015 will see the event’s 30th anniversary, and past invitations have included everything from View-Masters with custom slides to flocked, psychedelic blacklight posters. For Read More
Each year, the Fort Worth Zoo brings together some of the best restaurants and music acts in town for a tasting and music event called Beastro. For this year’s campaign, we boiled it down to the essentials.
Spring is in the air, and sleepy animals are emerging from their caves to venture out into the sunlight once more. Sorry, I meant people. Emerging from their homes. After another typically unpredictable winter, spring is back, which means a lot of moms and dads are ready to get their kids out of the house Read More
The old axiom says: You don’t know what you have until it’s gone. So we thought there was no better way to put on the 2015 American Advertising Awards, than to take it away. In late 2014, with the help of the People’s League for the Abolition of Advertising (plAAd), the United States government passed Amendment Read More
The annual Fort Worth Zoo preschool is a great way for kids to learn all about their favorite animals from A to Z. So, industrious designer Jon Chapman set about illustrating a menagerie of animals – one for every letter of the alphabet. This series of animal flash cards was made available on the Fort Read More
This was the second year Schaefer got to produce the annual TCU Baseball video. The team was coming off a very successful year, yet they still felt the sting of coming up short in the College World Series. For 2015, both the coaches and players had an even greater resolve to take it all the Read More
For the third year in a row, we partnered with the Fort Worth Opera to develop the invitation design for their largest and most impactful fundraising event of the year – the Opera Ball. Proceeds from this event go toward programming, community outreach and the annual FW Opera Festival. The Opera Ball committee had chosen Read More
Last year, Schaefer got to be in on the surprise as the Fort Worth Zoo prepared for the births of not one but two baby Asian elephants. It was a lot of fun to get to announce these oversized bundles of joy to all of Fort Worth (and beyond) using a variety of media. And Read More
The Story The annual Fort Worth Zoo Ball is their largest fundraising event of the year in support of the nonprofit, privately owned zoo. This is an elite affair put on by a committee of top Zoo donors who rely on Schaefer to help execute the annual theme. For 2014, the theme was inspired by Read More
The video was part of a broader initiative to get fans more engaged in the game atmosphere, giving the TCU football team more of a home field advantage. Our approach was to have the TCU faithful renew their pride in the school by drawing on the proud history of the program. We wanted the fans Read More
“If it’s worth doing, it’s worth overdoing.” – Mythbusters, Paul Gilbert, Liberace probably, et al Recently, the Fort Worth Zoo asked us to continue running their long-standing membership campaign. The existing creative had been in-market for almost four years, and the expectation was that we simply reuse the exiting creative for digital and outdoor media. Read More
The Story When the Fort Worth Zoo tells you they’ve got something big coming, you naturally go think elephant, giraffe, hippo – that kind of thing. Not even close. This time it was bugs. Enormous, animatronic bugs that moved, flapped, hissed and even sprayed. Thirteen of them would be located throughout the park to greet Read More
Our friends over at TCU Baseball finished the regular season strong with a 38-15 record (17-7 in the Big 12). The Frogs will be the No. 2 seed going into the Big 12 Tournament. Good luck in the tournament and congrats on a great season!
The theme for this year’s Zoo Preschool is animal markings and habitats. And because the whole point of the preschool is to teach young kids about animals, we decided to make the direct mail piece interactive and educational. The piece featured a soft, natural color palate and a fun illustrated style, which was carried out Read More
When the Fort Worth Opera asked Schaefer to help them create fundraising collateral for a new opera they were commissioning based on the life of JFK, we were interested. When they needed it in a week, we started sweating. But c’est la vie in the ad world. Fortuitously, the Amon Carter Museum in Fort Worth Read More
When the Fort Worth Zoo decided to update their brand messaging for 2013, Schaefer decided to pick up where our last campaign left off – clean, uncluttered imagery that kept the animals as the stars of the show. We saw this new campaign as an opportunity to communicate the experiential and entertainment value the Zoo Read More
Our poster for the 2013 Zoo Ball features custom illustration by creative director Todd Lancaster. In keeping with the event’s psychedelic theme, we printed this poster in the style of blacklight posters from the ’70s using UV inks and purple flocking for a textural element. Posters were delivered in a tube that included a blacklight Read More
The headlining band at this year’s Beastro – a food tasting and live music event at the Fort Worth Zoo – was Starship. Creative director Todd Lancaster decided to take it in a Close Encounters of the Third Kind direction, and it turned out to be the winning concept. (Despite the illustration, no giraffes were Read More