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Situation

NEC Co-op Energy competes in a crowded, price-driven Texas market where most consumers see electricity as a commodity. As a member-owned co-op, NEC needed to boost visibility, grow enrollments, and clearly communicate why its community-first model is different. Schaefer was engaged to build an integrated campaign that would drive 3–5% annual member growth and reframe energy in human terms—showing the real value of choosing a co-op.

Goals

  • Increase awareness of NEC Co-op Energy in key growth markets through full-funnel marketing
  • Drive new member sign-ups with a target of 3% annual growth (stretch goal: 4–5%)
  • Deliver audience-specific messaging to address key needs and decision drivers
  • Differentiate NEC through co-op benefits like PowerPerks, Capital Credits, and community impact
NEC Co-op Energy direct mail creative

Strategy

Schaefer developed a comprehensive go-to-market strategy centered around the idea that “Co-op Means More.” The campaign leveraged the inherent value of co-ops — shared ownership, community reinvestment, and financial benefits — and brought those to life through bold creative and human-centered storytelling.

At the core of this strategy was the defining insight that energy is invisible, providers feel identical, and rate-shopping can be transactional. NEC Co-Op Energy had the opportunity to make electricity feel human by elevating the emotional and financial value of belonging to a co-op community.

Through full-funnel tactics, we engaged audiences across the entire customer journey. Audience segmentation enabled tailored messaging by audience persona. And each persona received a tailored value proposition. For example, Retirees saw messaging about stability and Capital Credit payouts; Young Professionals received PowerPerks and savings-forward messaging; and Small Business Owners saw messaging about reliability and predictable budgeting benefits.

Schaefer implemented a responsive media mix that allowed for real-time optimizations and platform-specific creative enhancements to maximize performance and drive conversion.

NEC Co-op Energy web display creative

Solution

Schaefer repositioned NEC Co-op Energy from a rate-based alternative to a true community partner, highlighting the real value of co-op membership. We launched an integrated campaign that reached consumers at every stage of the funnel with a unified, people-first message.

The campaign activated across paid search, direct response, connected TV, streaming audio, programmatic display, and social platforms to capture both high-intent shoppers and broader awareness audiences in key Texas markets. Email nurture and targeted media ensured each segment—from young professionals to retirees—received relevant, timely messaging.

All channels drove to a streamlined landing page that anchored conversions and supported continuous optimization throughout the campaign.

NEC Co-op Energy landing page creative

Creative Execution

The creative platform — “Co-op Means More” — used a flexible message architecture that made the complex co-op story feel immediate and personal. Built around words that begin with “co,” the campaign highlighted emotional and economic benefits alike: community, connection, collaboration, cost savings, and more.

As a linguistic device, the “co-” was more than a creative flourish; it served as a mnemonic system that reinforced shared ownership, grounded the brand in values of cooperation, and allowed messages to flex by audience while remaining unmistakably tied to the brand’s ethos.

From broadcast-quality CTV spots to thumb-stopping paid social, every asset aimed to make people feel the human side of energy. Visuals featured video and photos of real community members in everyday moments — families, neighbors, teammates — paired with bold headlines like:

  • “Power that pays you back”
  • “Perks that power passion”
  • “Wallet wins, funded by fun”
  • “Co-op means more for you and your community”

Video and static executions were adapted for every channel, ensuring consistency in voice while optimizing for performance. The design system leaned into vibrant colors, co-op iconography, and a warm, friendly tone that stood apart from traditional providers.

NEC Co-op Energy Social Media creative

Outcome

By Q3, the campaign had delivered NEC Co-op Energy’s strongest performance to date — reaching new audiences at scale, increasing engagement across platforms, and driving measurable growth in membership.

From July to September 2025 alone:

  • The campaign generated 16.3 million impressions and 184,000 clicks — a +143% lift in impressions and +588% increase in clicks quarter-over-quarter
  • Paid media drove over 9,100 “Become a Member” CTA clicks via the NEC website
  • 3,570 new member accounts were added in Q3 — the highest performing quarter on record

Performance by channel:

  • Paid Search led all conversion sources, accounting for nearly 20% of total activations
  • Meta campaigns delivered 17K+ clicks, a 29% increase QoQ, with cost-efficient performance across both B2B and B2C targets
  • OTT video achieved a 99.46% completion rate, while streaming audio maintained a 98% completion rate, reflecting high engagement in awareness channels

Since campaign inception in November 2024, NEC Co-op Energy has grown from 59,842 to 62,822 total accounts — reaching 5% annual growth and fulfilling the stretch goal months ahead of schedule.

More importantly, the campaign reframed NEC Co-op Energy’s role in the market, from a utility provider to a community partner, strengthening long-term loyalty and reinforcing the value of the co-op model for modern consumers.

NEC Co-op Energy Out of Home creative

Turning Gratitude Into a Memorable Experience

Hoedown for Heroes is an annual celebration benefiting the American Warrior Association, dedicated to honoring the service and sacrifice of veterans, first responders, and their families. The event brings together the community for a night of heartfelt appreciation, lively entertainment, and Western charm.

Schaefer was tasked with creating a Save the Date and invitation suite that would capture the heart of the event—fun, festive, and full of gratitude—while maintaining a sense of authenticity and pride. The goal was to design a piece that didn’t just inform but embodied the Hoedown’s spirit: honoring heroes with style, sincerity, and a touch of Texas flair.

Hoedown For Heroes Logo

Bringing the Western Spirit to Life Through Design

To convey the event’s energy and authenticity, Schaefer looked to classic Western motifs and tactile design details. The team wanted to create an invitation that would feel both timeless and unexpected—something guests would want to keep long after the event.

Drawing inspiration from the craftsmanship of cowboy gear, the design centered around a boot-shaped invitation, complete with embossed detailing and a brass grommet that allowed multiple layers to fan open. Each insert—ranging in shades of cream, denim blue, and saddle brown—was shaped to match the outer form, creating a cohesive and interactive experience.

Complementing the invitation was a Save the Date card that introduced the event’s theme with a rope-inspired frame and bold Western typography. The restrained color palette and clean composition balanced rustic authenticity with modern sophistication, giving the suite a warm, welcoming tone that reflected the heart of the cause.

Hoedown For Heroes Invitation

A Bold Vision Brought to Life

The final invitation suite blended handcrafted charm with refined precision. Six die-cut cowboy boots featured debossed details, echoing the texture of real leather. Layered interior boots carried event information, sponsorship opportunities, and donor acknowledgments.

Connected by a brass grommet, each boot slides out in an upward motion, implying the idea of dancing and further emphasizing the “hoedown” theme. A coordinating detail card with subtle illustrations and classic western iconography added another dimension of storytelling. The tactile feel of cotton paper and debossed accents, paired with thoughtful layering gave recipients a true sense of quality and care.

Hoedown for Heroes Boot Invitation Closeup

Beyond an Invitation—A Tribute to Heroes

From the moment recipients opened the envelope, the invitation set the tone for a celebration rooted in community and gratitude. Every detail, from the boot silhouette to the layered textures, was designed to honor the heroes the event supports.

The invitation didn’t just announce a date; it invited connection. It reminded guests why they gather each year—to stand together, celebrate service, and say thank you. Schaefer’s dedication to storytelling, design craft, and emotional resonance transformed the Hoedown for Heroes invitation into something far more than a print piece, it became a heartfelt tribute and a keepsake worthy of the people it honors.

Hoedown for Heroes Invitation
Invitation Opening for Hoedown for Heroes

Honoring a Legacy

Zoo Ball is the Fort Worth Zoo’s largest fundraiser, and every year Schaefer develops a creative concept for the theme that surprises and delights donors. This year marked the 40th anniversary—a milestone that needed to feel both celebratory of the Zoo Ball legacy and reflective of four decades of impact, while still delivering an unexpected creative twist.

Zoo Ball 2025

A Concept Worth Celebrating

Schaefer spotlighted the anniversary itself—using the Roman numeral “XL” for 40, entwined with a snake illustration on a chartreuse background, that brought energy, excitement, and attention to the Zoo’s animals. The approach balanced commemoration with fresh, tactile design that stood apart from years prior.

Zoo Ball Unfolded Invitation
Zoo Ball Insert

Unfolding the Magic

  • This year, the Save the Date was an unfolded 8.5×11 piece, which made an immediate statement in the mail. 
  • The Invitation elevated the milestone with foil, soft touch, and spot gloss finishes mimicking snake scales, creating a refined, tactile experience.
  • The microsite and auction guide carried the theme throughout, ensuring a cohesive journey for donors.
Zoo Ball Detail on Invitation
Fort Worth Zoo Ball Insert Removed

Impact in Every Detail

The 40th anniversary suite captured attention, celebrated “40 Wild Years,” and set a new creative benchmark. Guests were wowed by the intricate finishes and bold, celebratory design—proof of our ability to evolve Zoo Ball’s look and feel year after year.

Zoo Ball 2025 Exterior

We’re proud to share that Schaefer has once again been recognized as one of Fort Worth’s Best Companies to Work For by Fort Worth Inc. This award celebrates organizations that set the standard for workplace culture, employee engagement, and overall excellence right here in our city.

Each year, Fort Worth Inc. highlights companies that go above and beyond to create strong workplaces. The recognition is based on employee feedback and workplace practices—making it especially meaningful, because it reflects the experiences of our team.

At Schaefer, we believe our work is about more than what we do—it’s about helping brands make life better for people. That purpose drives how we approach every client partnership, every campaign, and every idea. But more importantly, it shapes how we build our culture.

Best Companies to Work for in Fort Worth

If there’s one thing that defines Schaefer, it’s our people. The creativity, curiosity, and care that each person brings is what makes this recognition possible. Awards are always an honor, but at the heart of it, they’re a reflection of the community inside these walls. As we like to say: the people make the place.

Being honored among the best companies in Fort Worth means a lot to us. This city has been our home since the beginning, and we’re committed to giving back, growing alongside it, and contributing to its future. We’re grateful for this recognition, proud of our team, and excited to keep building a workplace—and a city—where people can thrive.

A Premier Ballet Experience, Now Closer than Ever

When Texas Ballet Theater (TBT) opened its first true Dallas school location in the prestigious Preston Center area, the stakes were high. Schaefer was tasked with building awareness, driving pre-registration, and establishing the new location as the premier choice for ballet training in Dallas.

Social Media Graphics and Assets for TBT in Dallas

Changing Perceptions Through Storytelling

The challenge went beyond announcing a new school. Many local parents believed TBT was “too far” or “too advanced” for their children. Additionally, TBT wanted to expand its reach to include adult ballet and fitness classes, appealing to a broader demographic of dance enthusiasts in Dallas.

Schaefer developed messaging that emphasized accessibility, warmth, and opportunity—without losing the prestige of the TBT brand. We positioned TBT as:

  • Local and convenient to the Dallas-proper community.
  • A welcoming, growth-oriented environment for young dancers.
  • A unique destination for adults seeking high-quality dance and fitness training.
TBT School Posts

Executing a High-Impact, Integrated Campaign

Schaefer executed a full-funnel campaign designed to reach parents in a hyper-local radius of the new Dallas location. Media channels included:

  • Paid Search (Google) to capture high-intent parents searching for dance programs.
  • Paid Social (Facebook, Instagram & TikTok) with lookalike and interest-based targeting to reach dance moms where they spend their time.
  • Local Publication Partnerships (DFW Child, PaperCity, CultureMap) to build credibility and visibility in trusted community outlets.
  • Print Mailers & Window Signage to reinforce the message in the physical community.

The creative featured aspirational yet approachable visuals of young dancers, paired with clear calls to action to “Enroll Now” and messaging around TBT’s welcoming environment and professional training edge.

Capturing Attention and Driving Action

The results spoke volumes:

  • 26,269 total sessions (+2,023.6%) and 20,501 new users (+6,621.6%).
  • 10,632 engaged sessions (+1,056.9%).
  • 1,232 “Enroll Now” clicks generated directly from campaign efforts.
  • 1.6M impressions and 26.8K clicks with a 42.8% engagement rate.
  • Paid social (especially Facebook) drove over half of total website traffic, while search ads captured new audiences searching for non-brand dance terms.
TBT School Signage in Dallas

Building Momentum, Expanding Reach

By strategically shifting perceptions and expanding programming to include adults, Schaefer transformed the launch of TBT’s Dallas school into a momentum-building success. The campaign didn’t just increase enrollment—it positioned TBT as a local leader in ballet education and adult fitness, building awareness of the school as a welcoming hub for dancers of all ages. The TBT Dallas launch proved that when insightful strategy meets powerful creative, the results go far beyond clicks—they reshape perceptions, drive action, and create lasting brand loyalty, turning a new location into a must-join destination for the community.

Situation

AllianceTexas is a 27,000-acre master-planned, mixed-use development in North Texas, developed by Hillwood, a Perot Company. Anchored by Perot Field Fort Worth Alliance Airport—the nation’s first industrial airport—the development stands as a global hub for logistics, real estate, and innovation.

This hub illustrates how Fort Worth’s central location, multimodal infrastructure, skilled workforce, and business-friendly climate attract and accelerate transformative industries. Within AllianceTexas, the Mobility Innovation Zone (MIZ) brings together infrastructure and technology to speed commercialization of next-generation mobility solutions.

Since 2020, Schaefer Advertising has partnered with AllianceTexas to advance marketing for both ATX Real Estate (ATX RE) and MIZ. Initially tasked with launching the MIZ brand, we developed the core positioning “Innovation from the Ground Up” to connect with executives, innovators, and investors.

As the MIZ’s profile grew, we recognized an opportunity: integrate the real estate and innovation narratives into a single story—one that positioned Fort Worth not just as a place to do business, but as a launchpad for the future.

Goals

  • Unify ATX RE and MIZ marketing under one brand platform while maintaining flexibility for industry-specific storytelling.
  • Support Fort Worth’s key target industries—advanced manufacturing, aerospace & defense, corporate & financial services, and mobility & logistics.
  • Elevate Fort Worth’s position as a national leader in mobility innovation with proven commercialization capability.
  • Increase engagement among brokers, site selectors, developers, and C-suite decision-makers.
  • Strengthen sales enablement with streamlined, brand-aligned tools.

Deliver robust reporting, actionable insights, and nimble optimization to ensure transparency and measurable results.

Alliance Texas Sponsored Content

Strategy

Our approach recognized that AllianceTexas’ marketing didn’t require reinvention—it needed integration and amplification.

Building from a strong foundation, Schaefer Advertising designed a 2024 strategy that unified the ATX RE and MIZ narratives under a single core brand idea: Opportunity Thrives Here. This platform allowed AllianceTexas to speak to the full scope of its offering—real estate, logistics, infrastructure, and innovation—while still crafting sector-specific messaging where needed.

Key strategic initiatives included:

  • Integrated Brand Platform: Developed messaging and creative that could flex between broad brand-building and sector-targeted campaigns, allowing seamless support for industrial, office, retail, and innovation opportunities.
  • Website & CRM Alignment: Consolidated traffic-driving efforts to alliancetexas.com, using personalized landing pages, refined Salesforce/Pardot automation, and a more strategic content architecture to connect prospects with the right opportunities faster.
  • Paid & Organic Media Fusion: Unified media strategies across ATX RE and MIZ, optimizing campaigns to support both brand awareness and lead generation, while layering in site links and messaging for sector-specific discovery.
  • Innovation Emphasis: Amplified Smart Port and mobility innovation content to bridge the gap between thought leadership and tangible opportunity—helping the MIZ transition from theoretical promise to proven infrastructure.
  • Nimble Reporting & Optimization: Deepened performance reporting across paid media, web, email, and organic efforts to drive real-time optimizations, maximize ROI, and ensure full transparency with the AllianceTexas team.

At every step, the strategy was designed to balance two needs: maintain the distinct strengths of ATX RE and MIZ, while elevating the unified AllianceTexas brand story to meet its next phase of growth.

Solution: Delivering a Seamless, Impactful Experience

With the strategy in place, Schaefer moved quickly to operationalize and activate the plan. For prospects, the experience became frictionless: targeted campaigns funneled users to tailored landing pages with clear calls to action. For brokers, site selectors, and industry stakeholders, new sales materials and automated communications made it easier to stay engaged with AllianceTexas opportunities. Internally, automation replaced manual effort, providing the ATX and MIZ teams with more time, better insights, and stronger tools.

Above all, AllianceTexas was empowered with a marketing system built for scalability, performance, and growth.

AllianceTexas Emails

Results: Driving Business, Fueling Innovation

Where vision meets real-world impact.

The unified marketing strategy helped elevate AllianceTexas not just as a place to build—but as a place to launch the future. From manufacturing and defense to rare earth magnets and autonomous mobility, companies are choosing AllianceTexas to commercialize at scale.

Real Estate Momentum: Jobs, Expansion, and National Recognition

  • Bell Textron Inc. broke ground on a $632 million manufacturing facility in AllianceTexas that will produce the U.S. Army’s next-generation V-280 Future Long-Range Assault Aircraft. The project is expected to create 520 full-time jobs and was the first investment in Texas through the new JETI state incentive program.
  • Southwire opened a 1.2 million-square-foot customer service center, bringing 250 new jobs to the development.
  • Henry Schein, a health care distributor, opened a new facility in Alliance that created 300 new jobs.
  • Aircraft Spruce & Specialty Co. launched a 38,000-square-foot distribution center, more than tripling its North Texas footprint and reinforcing AllianceTexas as an aviation hub.

Commercialization in Motion

  • MP Materials established the first fully integrated rare earth magnet manufacturing facility in the U.S. right in AllianceTexas. The site will supply magnets to General Motors EVs, supporting domestic supply chain restoration for a sector long dominated by China.
  • Torc Robotics, a subsidiary of Daimler Truck AG, selected Alliance as its North American autonomous trucking hub—a 17-acre site with 22,000 square feet of offices and a fleet ops center, representing a major step toward the commercialization of self-driving freight.
  • Aerolane, a next-gen cargo logistics company, established its flight operations HQ at Perot Field, using the MIZ as a testing ground for its autonomous cargo glider system.
  • AllianceTexas also attracted AVX Aviation, Embraer Aircraft Maintenance Services, and Clevon, solidifying its role as a magnet for transportation and aerospace innovation.

Talent Pipeline + Workforce Development

  • Tarrant County College’s Erma C. Johnson Hadley Center of Excellence for Aviation, Transportation, and Logistics has produced 1,200+ graduates and continues to grow, offering industry-ready training in aviation, aerospace, and supply chain fields—all located within AllianceTexas.

Digital Engagement & Campaign Performance

While the true ROI lies in tenant wins and infrastructure growth, the marketing program also delivered tangible digital results:

  • 121,397 total pageviews and 70,436 sessions in 2024
  • 54,825 new users, with a 51.08% engagement rate
  • Real estate-specific campaigns yielded a +115% increase in users and +112% session growth year-over-year
  • MIZ content drove a +47% increase in engaged sessions, even as media spend decreased by 78%

Big moves need more than awareness—they need alignment.

Schaefer helps brands like AllianceTexas turn complexity into clarity and strategy into measurable growth. If you’re ready to drive impact at scale, we’re ready to get to work.

Let’s build something that lasts.

Featured Case Study

Innovation from the ground up

Mobility and innovation districts are places where pioneers make critical advancements in logistics and supply chain modernization. It’s also a place where technology breakthroughs are developed that can affect billions of people. They are critical to advancing how consumer and…
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Situation

For the first time in over 20 years, Bank of Texas expanded into a completely new market: San Antonio. With a flagship location opening in an affluent neighborhood, the challenge was clear. How do you introduce an unknown bank to a loyal, established community and inspire them to switch?

Goals 

  • Build brand awareness and establish trust and credibility 
  • Drive consumer growth in checking/savings accounts, youth accounts, mortgage loans, and wealth management
  • Attract small business clients with competitive banking tools and personalized support
  • Win market share from competitors by promoting the benefits of switching to a more personalized, community-focused bank
  • Promote product offers to strengthen launch messaging and encourage customer acquisition 

Strategy

The launch campaign focused on creating local relevance, building trust, and demonstrating the value of personalized banking services to different target segments. Schaefer’s strategy was to highlight Bank of Texas’s personalized approach, offering tailored banking solutions that go beyond transactional services—fostering long-term relationships. An integrated approach was planned with digital and traditional media and community partnerships to saturate the local market and build awareness across different touchpoints.

This strategy ensures Bank of Texas is perceived as both a community-centric and financially robust bank, capable of serving diverse customer needs.

Solution

We developed a two-phase campaign strategy, beginning with a teaser phase to build anticipation, followed by a launch phase to drive awareness and encourage action. The campaign featured tailored creative for distinct audience segments, including adult consumers, Hispanic families, youth, and small businesses, highlighting Bank of Texas’s commitment to personalized services, financial stability, and strong community connections. The campaign utilized a diverse mix of media channels—OOH, digital (search, display, paid social), local publications, email, and direct mail—to ensure broad visibility and engagement with key offerings such as checking accounts, business banking, mortgages, and youth & college student accounts, with accompanying San Antonio market welcome offers. Strategic messaging, including slogans like “Ready, Set, Grow” and “Life Happens Here,” was crafted to resonate with varying consumer needs while reinforcing the brand’s commitment to relationship-driven, community-focused banking. This approach aimed to build brand awareness, establish trust, and inspire local consumers to consider Bank of Texas for both personal and business banking solutions.

Bank of Texas San Antonio direct mail
Bank of Texas San Antonio print media

Results:

  • $5.5MM in deposits generated within the first six months
  • 281 new accounts opened
  • 7.5 million impressions delivered across digital and print channels
  • 50K+ ad clicks and 40K landing page visits with a 23.18% engagement rate
  • Paid Search achieved a 78.4% engagement rate and 29.6% CTR on branded keywords
Bank of Texas San Antonio out of home

Community Involvement

To celebrate our connection to the San Antonio community, we joined in on one of the city’s most beloved traditions—Fiesta. We designed a custom Bank of Texas Fiesta medal, honoring the colorful spirit of the festival and inviting locals to stop by, say hello, and add to their collection. It was a small token with a big impact, reinforcing the Bank of Texas commitment to showing up for the city in ways that matter—culturally and authentically.

Bank of Texas San Antonio Fiesta pin
Bank of Texas San Antonio Fiesta pin step and repeat

Summary

By crafting a targeted, two-phase campaign, we successfully introduced Bank of Texas to the San Antonio market, building awareness and trust with key local audiences. Through tailored messaging and strategic media placements, the campaign emphasized the bank’s commitment to personalized services, financial stability, and strong community ties. This case study exemplifies Schaefer’s ability to create compelling, audience-centric marketing solutions that drive both brand recognition and consumer action. By engaging diverse segments—adults, Hispanic families, youth, and small businesses—we helped position Bank of Texas as a trusted, community-focused financial partner in San Antonio.

Situation

Cetaphil introduced a groundbreaking new product, SKIN ACTIVATOR Hydrating & Firming Cream, designed to address crepey skin with a proprietary blend of Centella Asiatica and Mandelic Acid. Our challenge was to create an engaging, educational campaign targeting healthcare providers (HCPs) to drive awareness and consideration of the product over alternative treatments like lasers or microneedling.

galderma skin activator ad

Goals

  • Educate HCPs and communicate the scientific benefits and mechanism of action of Cetaphil’s SKIN ACTIVATOR Hydrating & Firming Cream.
  • Position Cetaphil’s SKIN ACTIVATOR Hydrating & Firming Cream as a new technology in the market to emphasize its superiority over alternative treatments like lasers or microneedling.
  • Boost consideration and encourage HCPs to consider Cetaphil’s SKIN ACTIVATOR Hydrating & Firming Cream as a recommended treatment for crepey skin.

Strategy

Create a visually compelling and, where possible, sensory journey to educate HCPs on the benefits of Cetaphil’s new SKIN ACTIVATOR Hydrating & Firming cream for the treatment of crepey skin. This educational campaign was brought to life in a few key materials including a provider video, surprise and delight product drop and supporting in-office / sales materials. We focused on highlighting the science behind this new, innovative productive and its proven efficacy in visibly improving skin firmness and texture.

Solution

HCP Educational Video:

The hero of the campaign was a sleek, two-minute provider education video, incorporating a mix of 2D and 3D animations to visually illustrate the product’s dual-action formula. Through dynamic visuals, we showcased how Centella Asiatica and Mandelic Acid work together to activate the skin’s moisture barrier and stimulate surface cell turnover. A confident, informative voiceover guided HCPs through the product’s mechanism, positioning SKIN ACTIVATOR Technology as the superior differentiator in this topical solution for aging, thinning skin.

galderma skin activator peak box
galderma skin activator peak box open

Surprise & Delight Provider Drop:

First impressions are paramount so to leave a strong impression with HCPs, we developed a surprise-and-delight box that not only introduced Cetaphil’s new product but also brought the disease state to life through texture. Simplicity was key, ensuring alignment with Cetaphil’s refined brand guidelines, which prioritize concise and impactful messaging. Since the box contained two additional educational pieces with ample content, our copy was strategically crafted to spark intrigue and excitement, encouraging deeper engagement.

To guide the user journey, we incorporated a functional yet elegant design element—a pocket on the lid—to house additional materials. Thoughtful prompts like “open pocket to learn more” provided clear navigation while maintaining a clean aesthetic. Most importantly, we embraced a sensorial approach, integrating textures that represented the experience of thinning skin. By inviting touch and interaction, the design reinforced both the product’s purpose and its transformative benefits, making the unboxing experience both educational and immersive.

galderma skin activator hcp elements
galderma skin activator hcp elements cream

HCP Supporting Sales and In-Office Materials:

To complement these visually impactful elements, we designed a product sample card specifically tailored for direct dispense dermatologists, alongside a sales sheet and social graphics to bolster in-office educational efforts by the Cetaphil account team. These materials were crafted with a clear focus on the science behind the product, leveraging robust data and detailed clinical results to build credibility and trust. We showcased striking before-and-after images that highlighted the quick and effective outcomes of the product, helping to communicate its immediate impact on patients’ skin health.

We navigated the complexities of demonstrating product efficacy aligned to regulatory guidelines through a clear, yet creative, messaging strategy. The final materials provided a valuable resource for dermatologists and other healthcare providers, helping them make well-informed decisions about introducing this new product to their patients.

galderma skin activator social media

Results

  • Navigated complex compliance regulations to create a clear & compelling message that would resonate with providers
  • Implemented creative, yet cost efficient ways to demonstrate the product’s efficacy leveraging multiple senses
  • With open lines of communication, developed these launch assets within a short, 4-month time frame to ensure sales team readiness.

Summary

By developing a visually compelling and scientifically grounded narrative, we successfully positioned Cetaphil’s SKIN ACTIVATOR Hydrating & Firming Cream as the innovative choice for treating crepey skin. The campaign serves as a prime example of how creative storytelling can drive awareness and consideration within the healthcare market.

​​This case study highlights Schaefer’s commitment to transforming the healthcare experience by creating thoughtful, human-centered solutions that foster meaningful connections between providers and products. By blending education with engagement, we helped Cetaphil deliver a message that resonated on both a scientific and sensory level, encouraging healthcare professionals to consider the transformative potential of the SKIN ACTIVATOR Hydrating & Firming Cream for their patients.

Breathing New Life Into a Holiday Tradition

Every holiday season, the Fort Worth Zoo gives people two ways to give something more meaningful— 1) memberships that unlock a year of Zoo adventures and 2) adoption packages that support the care and feeding of Zoo animals. But keeping the campaign fresh, relevant, and exciting year after year—while still driving results—is no small feat. In 2024, the Zoo leaned on Schaefer once again to make that magic happen, and this time, we focused even more on the impact behind every gift.

Fort Worth Zoo Holiday Mobile

Rooted in Purpose, Refined by Data

We took a more mission-driven approach, focusing on the deeper impact of each gift. With the campaign headline “Share the Wonder, Support the Wild,” we highlighted the joy of giving and the tangible support each purchase contributes to the Zoo’s conservation efforts.

To reach more high-intent gift-givers, we employed a full funnel media plan, including OOH, paid search, paid social, email, display, and publication placements, while layering in new strategy — including, but not limited to:

  • Addressable geofencing to target households based on census and demographic data
  • An extra Cyber Monday email to tap into deal-seeking holiday shoppers
  • Mid-campaign budget and media optimizations to boost performance 
Fort Worth Zoo Holiday Out of Home

Making the Mission Tangible

We led with gifted memberships as the hero offer, positioning animal adoptions as the cherry on top — complete with an animal plush and coloring kit. Creative assets leaned into emotion and mission, from dynamic carousel ads to emails that reinforced the dual benefit of every gift.

Behind the scenes, we monitored performance daily and weren’t afraid to adjust in real-time. When we saw a dip mid-flight, we reallocated dollars, refreshed messaging, and fine-tuned our media approach to finish strong.

Fort Worth Zoo Holiday Web

Impactful Messaging, Strong Results

Ultimately, the campaign rallied to deliver big:

  • Gift membership sales exceeded goal by 13%
  • 4% YoY revenue increase
  • 283K+ clicks and 9.7% CTR across all channels—well above industry benchmarks
  • Meta carousel ads drove 1.17M impressions, 14.5K clicks, and 14.7K engagements

At Schaefer, we like to stay nimble and take a hands-on approach to managing media campaigns. And with this Holiday campaign, our team made fast, strategic adjustments that pushed the campaign across the finish line—and then some.

Fort Worth Zoo Holiday E-mail

Rising to the Challenge: Exceeding Ambitious Goals for TBT’s The Nutcracker

Texas Ballet Theater set higher-than-ever ticket goals for their 2024 performance of The Nutcracker, creating an exciting challenge for us at Schaefer. With increased expectations compared to the prior year, our task was clear: exceed these ambitious targets. Adding to the complexity, fewer pre-Christmas performances were scheduled, making it more difficult to hit our goals during the critical early sales period. Despite these challenges, we knew that The Nutcracker ticket sales are vital for funding TBT’s year-round productions, and rose to the occasion.

Optimizing Strategy for Maximum Impact

We crafted a strategic plan that balanced tried-and-true tactics with new optimizations to drive results. By targeting the right audience through paid search, social media, display, TV, and email, we ensured that every marketing dollar worked harder. Our focus was on refining audience segmentation and utilizing retargeting strategies, especially with urgency-driven messaging designed to boost conversions. We also placed a strong emphasis on media optimization, ensuring that our tactics captured valuable prospects. With creative content across social media platforms like TikTok, Facebook, and Instagram, we aimed to maximize engagement and reach the right people at the right time.

Transforming Media Strategy into Unmatched Results

Our media strategy paid off in a big way. Paid search, the star of our campaign, generated an impressive $730K in revenue with a stellar return on ad spend (ROAS) of 13:1. Social media efforts made a significant impact as well, driving over 7.3 million impressions and 77,000 clicks with a 1.86% click-through rate. On TikTok and Facebook, ads resonated with the audience, while display and streaming video ads kept engagement high. Email and text campaigns also played a crucial role in pushing conversions, achieving a remarkable 18.28% CTR for text messages and a solid 13.94% for emails. Through strategic optimization and a combination of media channels, we created a seamless experience that kept sales momentum strong, even in the face of the slower start.

Delivering Historic Success: The Nutcracker Exceeds all Expectations

The results were nothing short of remarkable. We exceeded our revenue goals by 19%, with total tickets purchased near 52,000 (120% to goal). Not only did we surpass our original ticket sales targets for both Fort Worth and Dallas, but we also delivered the highest sales for The Nutcracker in TBT’s history. This campaign not only demonstrated our ability to rise to the challenge but also set a new benchmark for success. With our creative strategy, smart targeting, and optimized media plan, we helped TBT achieve its most successful Nutcracker season ever.

Schaefer Advertising Co. | Ft. Worth, Texas
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