Schaefer Advertising Co.

Archives

December 3, 2021

Engaging Diverse Audiences

UNTHSC Covid Vaccine Website

Opportunity

Changing perceptions can be accomplished in many different ways. When it comes to public health, facts must play a key role in education, which can lead to change.  In 2021, a general lack of vaccine confidence was causing concern and hesitancy among specific communities. UNTHSC partnered with Tarrant County and Schaefer Advertising to assist with vaccine education, communication and distribution of COVID-19 vaccines in North Texas. The primary objective was to reach and convince those who may not have heard, have access to, or are opposed to getting vaccinated. 

UNTSHC Tarrant COVID-19 Vaccine Social Posts

Goals

  • Education and awareness in the greater Tarrant County region
  • Increase vaccinations in historically underserved markets outlined by Tarrant County:
    • Rural communities
    • Lower HHI
    • Black, Hispanic and Vietnamese neighborhoods

Knowing that education is the first step, we saw an opportunity to engage with community-based organizations, faith leaders and other trusted members of these communities to design a campaign that drove awareness and, most importantly, access. The ultimate goal was to help the public feel informed and confident about getting vaccinated and empower people to make that decision for themselves and their families.  

We leveraged in-depth research and population data outlining key neighborhoods and zip codes for localized media placements and outreach events and behavioral trends to reach these audiences with empathetic and culturally relevant messaging backed by science. 

Additionally, we implemented proven best practices for copy and visual solutions for reaching these audiences, including simplified text, negative space, multilingual advertising and featuring key members from each target community to build trust.

UNTHSC COVID-19 Advertisements

Solution

  • Developed a new microsite that served as a resource for community partners, vaccine registration and community education
  • Launched a hyper-focused, omnichannel media campaign consisting of OOH, print, direct mail, paid search, social, display, radio, streaming radio and direct buys with local publications directing users to the new microsite
  • Partnered with influential members and popular media outlets to not only reach but resonate with each community
  • Curated content in three languages to build trust and targeted ads to Spanish and Vietnamese websites and high-traffic neighborhood establishments. 
Tarrant County Strong COVID-19 Vaccine Billboard

Results

  • 127,108,089 total impressions served in our market in just 3 months
  • 20,000+ vaccines administered to key zip codes designated as populated with  residents who were  unaware, unable and/or unwilling to get vaccinated
December 3, 2021

Solving crimes and InDesign

Let’s start by getting to know you a little better. Tell us about yourself.

My name is Madi Marin. I am an Air Force brat who moved 14 times before graduating high school, so I grew up driving from place to place in a Suburban with my three siblings. I went to Abilene Christian University and graduated in 2018. I have a 15-month-old goldendoodle named “Macy” AKA “Mason Derulo”. I got married two weeks before COVID-19 and went from our honeymoon straight into quarantine.

What’s something you love to do?

I love running, working out and reading. I also love listening to true crime podcasts and murder mysteries.

What’s your favorite place?

My bed or London.

What do you love about the job?

I love how every project is so different and involves solving problems. One day you are photoshopping food out of someone’s teeth and the next you are thinking about how someone will use a website. There is so much variety. What’s not to love?

What is the last thing you binge-watched?

Seinfeld.

What’s your favorite book?

Great Expectations.

If you could live in any sitcom, which would it be?

That 70s Show. I don’t really watch sitcoms that often, so I just picked the one I like best.

Are you a listener or a talker?

Both.

If you had to eat one thing for the rest of your life, what would it be?

Dark Chocolate (dairy-free). As long as it’s dairy free and dark chocolate, I’ll eat it. 

If there weren’t any more computers, what would be your new occupation?

I would be some kind of royalty, probably a queen. Or maybe an author or detective.

What’s the scariest thing you’ve done for fun?

Cheerleading (being a flyer in particular).

What’s your favorite children’s story?

Balto or Harry Potter.

If you had an extra hour of free time every day, what would you spend it doing?

Painting, reading and dancing around my living room. I like using acrylic paints the best. Now that I think about it, I also enjoy reorganizing my closet too.

Any words of advice?

Happiness is a choice.

Why Schaefer?

I wanted to work somewhere that people enjoyed going to work and being together. Schaefer seems to have that. I wanted to work alongside and learn from talented people.

November 19, 2021

Decision making with a dart

Let’s start by getting to know you a little better. Tell us about yourself.

My name is Emily Fick. I grew up on a horse farm in a small town in Pennsylvania and went to school at Delaware State University. I competed on their equestrian team as well as showed my personal horse, Leroy, on the APHA National circuit. Now, I live in Fort Worth with my corgi, Winston! We love exploring new places and meeting new people.

What’s something you love to do?

I basically grew up on the back of a horse, so I’m always looking for opportunities to go to the barn and ride. If I’m not at the barn, chances are I’m in the gym or at the park!

What’s your favorite place?

Koelbl Ranch. My sister operates her horse training business out of here, so it’s very special because I get to watch my sister live out her dreams. I also get to live out mine at the ranch by showing horses. I have learned a lot here and have always considered it my happy place that helps me get away from reality on the weekends.

What do you love about the job?

Building a partnership with clients and getting to explore their industries and businesses.

What is the last thing you binge-watched?

Manifest.

What’s your favorite book?

The Giver.

If you could live in any sitcom, which would it be?

New Girl. They always seem to have fun and definitely have creative problem solving skills.

Are you a listener or a talker?

Depends on the situation — I’m able to fill awkward silences and carry the conversation, but l’m more comfortable listening.

If you had to eat one thing for the rest of your life, what would it be?

Sushi or pizza.

If there weren’t any more computers, what would be your new occupation?

Horse Trainer or social worker.

What’s the scariest thing you’ve done for fun?

Moved across the country on a coin flip. Well, it was more of a “throw a dart at the map” than a coin toss. During COVID, my previous agency went 100% remote and gave me the go-ahead to relocate. At the time, I was living in Pennsylvania with my parents on the family farm. I had always wanted to relocate but couldn’t decide between Tampa, Florida or Fort Worth.

One night (after my friends were tired of me talking about it), we decided to put a map on the dart board and throw a dart to see where it landed. It landed on New Mexico (RIP my aim). By the rule of proximity, Fort Worth was the winner. I moved within a week of the deciding dart, and I have not looked back since!

What’s your favorite children’s story?

Amelia Bedelia.

If you had an extra hour of free time every day, what would you spend it doing?

Learning something new. I’ve always called myself a sponge. From hobbies to information, I like to explore things I am not familiar with. My next task is to become a certified nutritionist. I am also a big gym-goer and am looking forward to expanding the benefits of exercise and better nutrition.

Any words of advice?

Always have an open mind. Try to see where someone is coming from before responding.

Why Schaefer?

The culture felt like family as soon as I walked in the door.

November 17, 2021

Growing up Schaefer

Let’s start by getting to know you a little better. Tell us about yourself.

My name is Campbell Schaefer. I was born and raised in Fort Worth, Texas (aka The Fort) and wholeheartedly think it’s the best city in the country. I currently live in Dallas, which I am slightly ashamed to admit, but don’t worry, I plan to get back to The Fort as soon as I can. I graduated from Texas Christian University in May of 2021 with a degree in Marketing and a minor in Communication Studies. My family used to have a dog – RIP Boone.

What’s something you love to do?

I love playing and watching sports, although the only sport I play now is golf. I am a big football fan and always enjoy going to TCU football games or watching the Dallas Cowboys play.

What’s your favorite place?

It’s hard to just pick a single place. I grew up taking ski trips on Spring Break, so I have always loved being in the mountains.

What do you love about the job?

I love what I do, and I love the role that I am in. But my favorite part about my job here at Schaefer is, without a doubt, the people. The people and the company culture here are unparalleled, and I feel honored that I get to be a part of it.

What is the last thing you binge-watched?

Yellowstone, Peaky Blinders, New Girl.

What’s your favorite book?

Permission to Win by Doug Austin

If you could live in any sitcom, which would it be?

Either New Girl or Brooklyn Nine-Nine. In my opinion, these are two of the funniest shows out there, and I would love to be in either of them.

Are you a listener or a talker?

That’s a tough question. I have to say I think that I fall into both categories. I love to talk to people and share my stories and experiences, but at the same time, I love to listen to others’ stories as well.

If you had to eat one thing for the rest of your life, what would it be?

Mexican food without a doubt. I could eat it every single day.

If there weren’t any more computers, what would be your new occupation?

I love the outdoors. If computers didn’t exist, I would probably go live and work on a ranch somewhere.

What’s the scariest thing you’ve done for fun?

Either going helicopter hog hunting or backcountry skiing.

What’s your favorite children’s story?

Where the Wild Things Are.

If you had an extra hour of free time every day, what would you spend it doing?

If I had an extra hour of free time every day I would probably try to start some sort of side hustle. I’ve always thought it would be fun to try drop shipping on amazon or reselling things from garage sales, craigslist, etc. 

Any words of advice?

Treat others as you want to be treated.

Why Schaefer?

Company culture is a huge part of what I look for in an employer. I was fortunate enough to intern at Schaefer during college, and I got to experience Schaefer’s culture firsthand. The people are second to none, and the unique company culture is almost impossible to duplicate. I chose Schaefer because not only do I enjoy the work but I also enjoy the people I’m working with.

In Spring 2021, the Fort Worth Zoo was ramping up to unveil their new habitat, Elephant Springs. The habitat, which is home to the Zoo’s Asian elephant herd and a greater one-horned rhino, is part of the Zoo’s Wilder Vision initiative. With opening day on the horizon, the Zoo needed a way to generate excitement and communicate the truly immersive experience to new and returning Zoo goers. After all, Elephant Springs is more than a habitat. It’s a destination worth visiting.

Opportunity

After more than a year at home, people were ready to look forward to something big. And the grand opening of Elephant Springs was the perfect way to delight and excite animal lovers everywhere. Featuring wildlife and environmental details unique to the natural habitat that inspired it, we wanted to highlight this much-awaited encounter as more of an adventure than an exhibit.

Goals

  • Increase awareness and excitement for the opening of Elephant Springs 
  • Boost ticket sales from both new and returning customers 
  • Develop a campaign that extends beyond opening day
Elephant Springs Out of Home

Approach

Some of the best things in life aren’t things at all. They’re places. Filled with the sights, sounds and even splashes that make a place unique. Drawing inspiration from Elephant Springs’ authentic environment and immersive nature, we decided to focus the campaign around capturing the playful and engaging way both people and wildlife experience the habitat.

The only problem? We had to imagine it. To ensure the campaign was ready in time to promote the exhibit as soon as it opened to the public, we had to envision the experience based on renderings and small-scale models. The habitat has no shortage of water features — large pools and waterfalls designed to create new opportunities for animal enrichment and soakers that allow guests to interact with the herd directly. Alongside the Asian elephants that now call this habitat home, we decided to make water a main character in our campaign. 

Creative

Working with wildlife is tough. Patience, flexibility and creativity are essential to capturing key frames and moments that can be utilized in the campaign. We partnered with zookeepers to create fun enrichment opportunities that allowed us to photograph organic moments of the elephants getting acclimated and enjoying their new yard. In the end, we were able to provide the Fort Worth Zoo with a full stack of assets that could be used for years to come. 

To build excitement for the new exhibit, we created a delightful soundtrack made entirely of the splashes and features of Elephant Springs, composing a soundscape as adventurous as the environment.

Elephant Springs Magazine and Mobile Ads

Results

Opening a new exhibit attracts people from all over the state and beyond. To help meet the Zoo’s annual goals, we created a robust omnichannel campaign inclusive of traditional and digital media, including streaming audio, video and TV. Seeing an opportunity to expand awareness, we partnered with Visit Fort Worth to co-brand ads in Texas Monthly and on billboards across Texas. Additionally, we targeted travelers throughout DFW and Love Field. Because this was an awareness campaign, our success was measured in tickets sold (attendance), impressions served and reach across the state.

  • 200% increase in website sessions 
  • 242% increase in new users on the Elephant Springs webpage
    • 5.6 million website pageviews
    • 1 million website sessions 
  • 681.3k new users on the website (16% increase in sessions and 22% increase in new users) 
  • 600K general admission tickets purchased and over 23k memberships/renewals sold during the campaign run (April – July)
  • The Fort Worth Zoo met their annual attendance goal in three months early
  • 16% increase in organic search and direct channel traffic to the website 
  • 14.9K YouTube video clicks 
November 8, 2021

Houseplants and wanderlust

Let’s start by getting to know you a little better. Tell us about yourself.

My name is Stephanie Beneze. I was born and raised in Bullhead City, Arizona and went to the University of Arizona in Tucson. I got rerouted back home after college and then lived in Huntington Beach for 6 years before moving to Phoenix in 2020.

I fell into the advertising world after starting as an office manager and eventually worked my way up to becoming an account supervisor. Currently, I live in Scottsdale with my boyfriend and far too many houseplants! When we aren’t traveling, we are enjoying local restaurants or a nice bottle of wine while cooking at home.

What’s something you love to do?

Travel or be on the water. My favorite place to visit is Lake Mohave in Arizona. It’s in my hometown, and I grew up going there almost every weekend as a kid. Whenever I go back to see my parents, we will take the boat out and cruise around. It’s peaceful, beautiful and full of memories of fishing, camping, rock hunting and tubing.

What’s your favorite place?

On the boat or in a float! Lake, ocean, river… any body of water, really. When out on the water, I spend most of my time relaxing, but I love hiking to find the best views of the water and landscapes. I also enjoy fishing every now and then (mostly deep-sea fishing).

What do you love about the job?

I love helping brands find their voice, whether it’s through websites, social media ads or good ole fashioned print materials. We connect consumers/patients to brands that can, in many cases, help improve their quality of life.

What is the last thing you binge-watched?

Maid.

What’s your favorite book?

The Psychology of Money or The Defining Decade.

If you could live in any sitcom, which would it be?

Friends. Who wouldn’t want to live in Monica’s apartment?!

Are you a listener or a talker?

Little bit of both.

If you had to eat one thing for the rest of your life, what would it be?

Sushi.

If there weren’t any more computers, what would be your new occupation?

I’d love to live on a ranch and have a fruit stand or a little roadside market. Maybe run a bed & breakfast on it too!

What’s the scariest thing you’ve done for fun?

Jumped off a cliff in Bali. I would not recommend it. I was with some friends at a bar that was literally on a cliff. There was a plank-like walkout that you could jump off of, but once you jumped, there was no way to get back up. So, you had to swim to shore. Between the swells and the rip tide, it was the scariest swim back to dry land. I wouldn’t do that jump again, but I did do a small one in Hawaii this summer. I made sure to evaluate the risks a bit more before jumping.

What’s your favorite children’s story?

Stephanie’s Ponytail. It’s a good one, and I’m not just saying that because it has my name in the title!

If you had an extra hour of free time every day, what would you spend it doing?

Cooking. I love making homemade pasta, but it takes some time. If you ask my boyfriend, his favorite is pasta with a sage brown butter sauce topped with panko crusted white sea bass. If you ask me, I love a good carbonara or spaghetti with meat sauce and a little too much garlic.

Any words of advice?

You’re going to make mistakes. It’s how you recover from those mistakes that defines you.

Why Schaefer?

The intention behind the interview process and the people!

Let’s start by getting to know you a little better. Tell us about yourself.

My name is Lacy Bailey. I was born and raised in Burleson, Texas as an only child. Unless you call your pets siblings! Although my husband and I actually went to daycare together, we officially met in high school over a bag of Cheetos. 

That said, I married my high school sweetheart, Corey. We both attended the University of Texas at Arlington. Answers to common questions I get – no, I did not complete his homework, and we only took Information Systems together in Business school. I loved school so much I went on to get my MBA at UTA as well. 

My husband and I live in Aledo, Texas where I like to create many house projects and updates. I am kind of obsessed with home fashion. I am part of the neighborhood’s social committee, where I organize Wine Night, Guy’s Night and events for the Empty Nesters. Corey makes fun of me until it’s Guy’s Night. 

We have a yorkie fur baby named Julie, who is also an only child. We might have accidentally used our first child’s potential name on our dog. Both of us enjoy experiencing local eateries and entertainment. One of our favorite places is Magdalena’s. We attend Supper Club every month and highly recommend it to everyone. I am a big advocate of always taking time to know yourself, so everything around you will flourish. I have recently started learning about enneagrams – where are my sixes at?!

Beyond marketing, I gained professional experience in project management, public relations, operations and sales. All of which helped build my foundation for my ultimate goal – helping clients turn their vision and initiatives for their brand into a reality.

What’s something you love to do?

Experiencing local restaurants, drinking wine (preferably red, but trying to enjoy white wine), organizing ANYTHING, interior design and watching Below Deck.

What’s your favorite place?

My home…or any beach.

What do you love about the job?

Being able to take a client’s words and make it into a clear vision.

What is the last thing you binge-watched?

My version of binge watching is watching Gone Girl when my husband goes out of town. He thinks it’s creepy… I tell him I suck at watching shows. Ok, maybe I binge-watch Below Deck.

What’s your favorite book?

I don’t think I have a favorite. Anything that inspires self-growth.

If you could live in any sitcom, which would it be?

Friends with a side of Big Bang Theory because I would be a clone of Monica and a wing of Sheldon.

Are you a listener or a talker?

Listener…until I have wine.

If you had to eat one thing for the rest of your life, what would it be?

Queso!

If there weren’t any more computers, what would be your new occupation?

Wine Sommelier

What’s the scariest thing you’ve done for fun?

Kayaking…what we didn’t know was that it was actually like couples therapy! Ha!

What’s your favorite children’s story?

Oh, the Places You’ll Go!

If you had an extra hour of free time every day, what would you spend it doing?

Learning about myself – signs, enneagram, etc.

Any words of advice?

Take time to know yourself.

“Hard work beats talent when talent doesn’t work hard.” – Tim Notke

Why Schaefer?

I chose Schaefer because of their emphasis on how I would fit with the company culture. Schaefer was able to see my experience quickly, and their focus on how we would collaborate as a team confirmed my findings for how much they cared about their team and myself.

Last month, Apple caused a stir among advertisers when they announced a host of upcoming iOS 15 privacy updates to give consumers more control of their data. Similar to Google’s announcement that they’ll be eliminating tracking cookies in 2022, this follows a rising trend in big tech of stepping up privacy protections for users.

Launching in mid-September, the new software aims to further conceal email users’ data from tracking tools and email marketers. The planned changes will force marketers to develop alternative solutions to attract new customers and engage with existing ones. 

Here’s a quick summary of the most significant updates in iOS 15:

iOS 15 New Privacy Features

  • Mail Privacy Protection (free) – Apple Mail will allow users to opt-in to mail privacy features that mask IP addresses and block third parties from tracking email opens or other IP data. Apple hasn’t explicitly said whether Mail Privacy Protection will be an opt-in or automatic feature, some iOS beta testers have shared screenshots showing the Mail app prompts them to turn Mail Privacy Protection on when they enter the app.
  • iCloud+ (subscription) An iCloud+ subscription will now come with additional privacy features including a VPN-like Private Relay feature, which prevents sites from tracking Safari users who opt-in.
  • Hide My Email (within iCloud+) – An email address-cloaking feature that will enable users to give sites a “fake” email address. While promotional emails sent from brands to the fake address will still go to someone’s inbox and shouldn’t impact important communication, brands will not be able to see the person’s actual address unless the contact shares it.

It’s worth noting that while Mail Privacy Protection is free, Private Relay and Hide My Email require users to buy a service. The subscription cost will likely deter some people from using these features. Before marketers hit the panic button, there are a few other important things to keep in mind.

The Change Will Not Impact All ESPs

Although Apple Mail and Apple mobile devices make up over 35% of the email provider market share globally, Google, Outlook and other email providers have not announced similar privacy moves. 

The open and IP data from these email providers will still offer solid tracking information for advertisers.

Open-Rate Goals May Need to be Adjusted

Although open rates aren’t going away any time soon, a large chunk of email audiences might become untrackable. Because of this, new low, average, and high open rates will likely need to be determined and potentially lowered or adjusted.

Over the next few weeks, the Schaefer team will be auditing iOS users’ opens and clicks to help us estimate how they could change after the rollout. We also plan to track email open rates after the rollout to see what new averages look like based on hard data.

Email Marketing Data Can Still be Leveraged

While open rate is a key email marketing metric, it’s certainly not the only data we use to determine if an email campaign is successful. Open rate is just one of many metrics we look at. A few others that we will continue to focus on, even if open rates are impacted:

  • Clicks and click through rates
  • Website traffic from email
  • Click maps 
  • Unsubscribe & bounce rates

On top of leveraging KPIs that are less impacted by Apple’s change, we will also continue to use email benchmarks to see how email rates compare to that of other brands in similar industries.

There’s Still a Lot We Don’t Know

There’s not an official date for when iOS 15 will launch, but we can expect it to release a few days after the September Keynote Event, scheduled for September 14th (past iOS release dates have been between September 16 – 19).

Although some new features have been announced, there’s still a lot we don’t know about how the new OS will impact email and IP address tracking.

Over the next few months, our team will continue following updates from Apple and considering solutions if there will be a major open rate impact. 

Schaefer’s Take

While we know this change will impact how we report on email campaigns, we believe this will be a positive change for user experience. At the end of the day, we think buyers should be in charge of what data they share, not sellers. 

Today’s consumers want BOTH privacy AND personalization. They still want content that is targeted and messaging that aligns with their interests. Advertisers will now have to get even better at building real relationships and earn the right to learn who their audience is and what they’re interested in.

As always, our team is committed to taking the time to consider what is best for our clients and their customers. Our priority will be to support our clients by continuing to create highly meaningful email campaigns that drive interest and engagement. 

We’ll continue to update our clients as we learn more about these new features and their impact on campaign reporting. 

Let’s start by getting to know you a little better. Tell us about yourself.

My name is April Martin. I grew up in a small country town named Scurry and went to Trinity Valley College, which was also in a small town. I also have a Yorkie-poo named Louie that is very spoiled and never leaves my side! 

What’s something you love to do?

Being outdoors and taking photos. I particularly enjoy the quietness of nature.

What’s your favorite place?

Somewhere by a body of water. It doesn’t matter what kind, as long as the waves or running water can be heard. 

What do you love about the job?

Being the point person in the office to help with any needs 

What is the last thing you binge-watched?

Amazing Race

What’s your favorite book?

Relationship Goals by Michael Todd. It goes through different types of relationships from romantic, to family, to friendships. 

If you could live in any sitcom, which would it be?

Fresh Prince of Bel-Air because I love the tight-knit family.

Are you a listener or a talker?

Listener.

If you had to eat one thing for the rest of your life, what would it be?

Chicken fried rice. I try to make it from home, but my version of trying is just picking up a bag from Trader Joe’s and adding a bit of my own seasonings. 

If there weren’t any more computers, what would be your new occupation?

Marine biologist. The ocean is just a fascinating place. Who knows how deep the ocean really is? Even the creatures are interesting, especially the one with a light dangling in front of it. 

What’s the scariest thing you’ve done for fun?

Cliff jumping. In Hawaii, we looked at a cliff and asked each other, “want to try it?” You have to really time it to hit the waves just right. After the third or fourth time, it became less scary. 

What’s your favorite children’s story?

The Snow Day. I just really liked the story as a child. When I was little, there wasn’t really a lot of snow in Texas either.

If you had an extra hour of free time every day, what would you spend it doing?

I would spend it outdoors, alone, talking to God.

Any words of advice?

Be fearful of mediocrity. 

Why Schaefer?

This company seems very personable and seems to actually care about their employees. The interview process alone proves it!

TCU Football is back! In the 8th year of this project, we wanted to celebrate TCU’s tradition and history in a way that would unite all Frog fans. Last year, fans missed out on the game day experience because of COVID. This year is all about reuniting with the gridiron, tailgating traditions and most importantly, each other.

The theme for this year’s Riff Ram video, Gather, centers around a return to normal as it takes you on a game day journey through campus, tailgating at Amon Carter and into the stadium itself. Game days in the fall look different for each Horned Frog fan. Some fans enjoy the game day experience from their couch, while others spend all week planning for their perfect tailgate. Regardless of how we support the Frogs, we are stronger together. Gather celebrates the triumphant return of the Horned Frog Faithful by bringing us back to the beat of the drum, the rustle of pom-poms and the roar of the crowd.

See you at the Carter!

Credits:

Concept by: Schaefer Advertising Co. 
Produced by: Schaefer Advertising Co. and Make Something Beautiful