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

I grew up in Fort Worth, Texas. I was one of the first babies born in the Harris Hospital. I went to the Art Institute and got my BFA there and spent all of my professional career working in-house for clients in Fort Worth and at several ad agencies in town.

I met my husband and my dog Bear in high school. My husband Jonathan didn’t become a permanent member of our pack until after college, but he brought our barrel of a girl, Miss Bella, into our lives. She’s a big Tasmanian devil, otherwise known as a red heeler.

What’s something you love to do?

More than anything, I love my dogs. And my husband. I love them so much that I paint them. I’m a total game nerd. Video games, board games, mind games. I enjoy all the games, there’s a million on my phone and PS4, and I own every board game imaginable.

I love spending time with my minis, my nephew and niece, Coco and Margot. They are my whole world. And then there’s cycling. Because I hate running.

What’s your favorite place?

Take me to any river in New Mexico. Rio Chama is my favorite place. I got engaged there. It’s also the first place I ever caught a trout fly fishing. New Mexico is amazing. You can camp, hike, chill, swim, ski—it has everything you want.   

What do you love about the job?

In the most literal sense, I love that I don’t have to do math. But I’m a visual person and it is my version of fine art in a very digital world.

What is the last thing you binge-watched?

Bo Burnham: Inside. If you know, you know.

What’s your favorite book?

Ishmael by Daniel Quinn, probably. Super philosophical. It’s the only book I’ve read, and read again. It’s about a talking gorilla and gets into socratic conversations. Stop me if I’m getting too weird! But also, read it. Seriously.

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

Silicon Valley. Because its hilarious and tech-related, which I’m into. The nerdness resonates with my soul. AND because the show and the real-world Silicon Valley needs more women.

Are you a listener or a talker?

Talker to strangers. Listener to my friends. Quiet dinners are my kryptonite, I’ll fill any gap in the conversation with humor. Need an ice-breaker? I’m your gal.

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

Without consequences, Pizza! Hands down.

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

Painter. Art teacher to pay the bills.

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

Cliff jumping in Jamaica. It was not a tourist attraction. It was this locals-only cliff we heard about on beach. If it sounds sketch, that’s because it was. A 14-year-old me thought it was a great idea. And my friend agreed. She had the sense not to actually jump though.

What’s your favorite children’s story?

Thumbelina. My nickname is Margotlina. My mom started calling me that when I feel in love with story. Plus, it’s set in nature, which I can’t get enough of.

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

Definitely napping—can’t ever get enough sleep.

Any words of advice?

Your first bet should always be $100 on black.

It’ll set the tone for the whole night.

Why Schaefer?

At the end of my final interview, Ken said I had undersold myself. At that moment, I knew I found the place for growth, both personal and professional. Schaefer is the kind of place you can learn the things you don’t know yet, grow your skills and talents, and have a supportive team that helps you achieve it.

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

I grew up in a suburb of St. Louis with my parents, 2 younger sisters, and all of my extended family. I always loved school, taking on new challenges and staying busy. I knew I wanted an adventure for college. After touring almost every school in the South, I fell in love with Clemson University in South Carolina. I didn’t even apply anywhere else – that’s how convinced I was that it was my place! It was there where I learned my love for southern hospitality, Clemson football, lake days and the advertising industry.

I had a couple key internships during college, both in the healthcare space, one on the client side and one at an agency. These experiences gave me a well-rounded perspective on healthcare marketing and reinforced my desire to start my career at an agency. I was fortunate to intern for Schaefer on the healthcare team before starting full-time, which allowed a smooth transition into the company and our clients. 

What’s something you love to do?

I love staying active by running, cycling, or even just going on walks with friends. Similarly, I enjoy eating healthy. I’m a sucker for a green juice from Pressed Juicery after my Saturday morning workout. Spending time by the water, such as a lake or beach, is another big one. I also love cheering on any Clemson Tigers sporting event (but mostly football, of course) and traveling. But most importantly, I love spending time with friends and family!

What’s your favorite place?

Rosemary Beach, FL. Ever since I was little, my extended family and I would go on a summer vacation. I grew up going to beaches along 30A, but one year we ended up finding Rosemary Beach and now we go there every summer. So many of my favorite memories are there!  

What do you love about the job?

I love working with Kat and the fun, collaborative environment at Schaefer. I also love the clients I get to work on. It has been the most valuable first job so far. I know I will always look back and be thankful for my time at Schaefer!

What is the last thing you binge-watched?

Outer Banks 2. I watched the first season when I had Covid last year. I am not a Netflix person, and it’s atypical for me to binge-watch an entire season. In college, the free time I had would be spent with friends. But everyone was talking about it, and I just had to check it out since I was hooked after Season 1.

What’s your favorite book?

Harry Potter. I literally read the books so fast, probably in second or third grade. I loved them and watched all the movies. In my senior year of college, my roommates and I all loved Harry Potter. So, we watched a movie per week leading up to graduation.

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

To be honest, I don’t really watch TV.

Are you a listener or a talker?

Talker 100%. But I want to be a better listener, and I am working on that daily!

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

My favorite meal: salad and fries. It’s all about balance, right?

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

I would love to teach cycle/group fitness classes!

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

Jump into the lake off of a bridge! I’m such a rule follower, and this was so scary to me.

What’s your favorite children’s story?

Goodnight Moon

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

Writing letters to friends that live far away or cooking/baking more!

Any words of advice?

Act confident, and no one will question you.

Why Schaefer?

I loved the opportunity for growth. The people are committed to each other and the community.

Summer Zoo Camp Paid Advertising

Every year, the Fort Worth Zoo hosts an immersive educational experience called Summer Zoo Camp. This adventurous program offers campers—from kindergarten to high school—a variety of unique summer camp options. Coming off the heels of the pandemic, families in North Texas were thrilled to give their children a chance to learn, play and make new friends in a safe, outdoor environment. And the Fort Worth Zoo was ready to provide the perfect space to experience wildlife up close.

Proud to create a fresh and original concept once again for this annual event—we infused into it, the world’s collective excitement for getting back to normal with those we love most. Leaning into a familiar and revered summer tradition, we concepted an enticing summer blockbuster theme, successfully casting a wide net on a wide-ranging audience.

Coming To a Zoo Near You

Fort Worth Zoo Camp Print Advertisment

Summer Zoo Camp is a truly one-of-a-kind program where campers of all ages can safely explore and expand their knowledge of wildlife conservation. All while discovering new friendships and finding ample opportunities to grow their imagination. We recognized the importance and the potential impact of this educational program for young explorers, so we set out to create messaging that would attract the true decision makers in the home—moms. Every year, the Zoo creates themes that drive the conceptual direction of the creative. Inspired by this year’s movie theme and the posters theaters use to promote films, we featured Summer Zoo Camp and a star-studded cast of camp experiences.

Paid Social for Summer Zoo Camp

Choosing to incorporate bright, flying flamingos in our messaging allowed us to easily showcase one of the Zoo’s favorite characters to catch people’s attention immediately. Our digital advertisements performed exceptionally well—as this medium allowed the static flamingos to animate and fly across the screens of thousands of North Texans. By the time the credits rolled, Summer Zoo Camp had nearly sold out, successfully achieving summer blockbuster status. 

Fort Worth Zoo Summer Zoo Camp Billboard

Results:

  • 2,586 registrations were made—achieving 98% of the target goal
  • More than $716k in revenue reported
  • Our flying flamingo stars made over 8.5 million media impressions while in the spotlight

Northpointe is a new master-planned community by Lennar that offers young families an ideal place to call home. Before opening to homebuyers, we needed to build the Northpointe brand to engage a wide audience and drive home that master-planned communities provide a practical and enriching lifestyle for young families at an unmatched value. 

Understanding Northpointe’s Local Competition

Before offering any strategic recommendations, our team performed an in-depth competitive analysis to better understand the local market and isolate any opportunities for competitive differentiation. One specific challenge was that some of Northpointe’s competitors used the word 

“North” in their brand name, which required us to offer direction that differentiated the Northpointe brand through visuals and copy. 

Finding Brand Differentiation

Since Northpointe was in the pre-construction phase, we had to develop the brand from the ground up, setting the tone for the community to offer potential homebuyers a sense of home and depict a reliable place where friends and family can gather and enjoy each other and the community. Furthermore, we needed to create a flexible set of brand assets that the Northpointe team could leverage internally and in future marketing campaigns.

Our discovery process revealed that Northpointe is incredibly accessible and cost-effective, and an excellent option for young families seeking to buy their first home. More than that, Northpointe offers residents fantastic amenities without compromising on an excellent price point. So, we leaned into creating an attainable, yet elevated brand that appealed to people who are ready to put down roots.

Building a Fluid Creative Platform

The landscape was an important part of how the community was planned, so we tethered the brand story to the scenic views and natural beauty surrounding the area. We positioned Northpointe as the attainable, unique option and highlighted the scenic nature surrounding the community to illustrate its natural beauty and striking topography that envelopes the community.

The brand mark is quiet and subtle and the arrow above the “N” signifies the true North where home lies. The color palette is natural, but vibrant and balances the reserved nature of the brand mark.

Our tagline “When home calls, head North” is emotive, aspirational and strong, which further elevates the subdued nature of the brand mark. It also illustrates the beauty of home and touches on the natural surroundings that make Northpointe such a valuable place to live.

The stylistic complements we developed for the brand helped create a sense of place that can be used throughout the community. These pieces will weave the community together and keep the feel built within the brand alive throughout.

Results

  • Crafted a brand that will attract and engage new homebuyers
  • Created a flexible brand that is simple and seamless for Northpointe’s internal team to utilize 
  • Extended the brand through community elements like trail-markers, landmarks and wayfinding solutions 

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

I grew up in Weatherford, Texas, and in high school I was a cheerleader and theatre kid. I majored in Advertising with the intention of becoming a copywriter, because I grew up writing creatively. After doing three different internships at ad and PR agencies, I became more interested in the digital space. I think this is also where I mention that I am an unabashed fan and die-hard defender of Taylor Swift. She probably won’t read this, but it’s important that I put it out there just in case.

What’s something you love to do?

I’m a pretty avid thrift shopper. I’ll spend hours perusing estate sales, Goodwill, and/or antique malls hunting for a good find. I’m socially extroverted, but I cherish my alone time and I’ll often take solo drives and listen to a playlist or album in its entirety. I’m a huge pop culture fan and I love to read websites that cover film, TV, music and comedy. Lots of my friends are artists or musicians, so I spend a lot of time on the patios of local venues or dive bars watching their shows.

What’s your favorite place?

The back deck of my parents’ house where I grew up. It’s where my family congregates when we get together. It will always feel like home.    

What do you love about the job?

Coordinating our media campaigns allows me the opportunity to learn and observe the strategy side of digital. I’m a person who likes to be kept on my toes, so I enjoy how new changes or innovations in tech can either help or hinder your marketing efforts. Watching our digital team as they adapt, re-strategize and optimize – it’s a thrill.

If you could do anything besides what you are doing now, what would you do professionally?

I got my start in PR, and I still have a lot of love for the industry, so probably something in that realm. A more fun answer would be talk show host, but I don’t think Fallon is retiring anytime soon.   

What is the last thing you binge-watched?

Mare of Easttown on HBO. There is truly nothing I love more than a ‘whodunnit’ murder-mystery series. Grizzled detective has to solve a gruesome crime committed in a small town, and everyone is a suspect? Sign me up.

What’s your favorite book?

A memoir written by one of my all-time favorite comedians, Rob Delaney, titled: Mother. Wife. Sister. Human. Warrior. Falcon. Yardstick. Turban. Cabbage. It’sa collection of his real-life stories and heavy subject matter, layered with beautifully insane jokes. It’s hilariously profane and heart wrenching.

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

New Girl. Hands down. I would die happy if I had the chance to live in that loft with Winston and the gang. 

Are you a listener or a talker?

It depends on the scenario, but I think I’m a pretty good listener. I make a conscious effort to be an engaged listener and I love hearing people tell stories.

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

Charcuterie board. Cheese, meats, veggies, fruit, bread – what more could you need? I think this is the only right answer to this question.

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

I imagine that our society (myself included) would absolutely crumble without Google, so I’d probably start selling encyclopedias door-to-door. Supply and demand, baby.

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

In 2015, I was undecided on what to do with my life, so I bought a one-way ticket to NYC to move to a cabin in Northern PA for four months and work as a camp counselor. I had no idea what to expect and I’d never been that far from home for an extended period of time. It ended up being the most incredible experience and I came back with a clear direction for my future and several life-long friendships.

What’s your favorite children’s story?

I loved Carl the Dog, because each book was wordless so my parents would have to improvise with new and hilarious dialogue each time they would read to me. Also, the premise of a rottweiler taking care of a little girl is so pure and wholesome.

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

Power napping.

Any words of advice?

I picked up this mantra in 2020: “Tend to the part of the garden you can touch.”

It’s what I tell myself when I start to feel overwhelmed or stressed. It’s basically a more aesthetic way of saying “one thing at a time.”

Why Schaefer?

In my experience, it’s very common for advertising agencies to position themselves as a “cool” or “trendy” place to work, but they fall short when it comes to actually providing employees with the support they need to succeed, both personally and professionally. Schaefer is different. They truly hold up to their reputation for having an amazing company culture and a profoundly talented team. I feel like I’m in such good hands with the leadership team here — their commitment to fostering growth and professional development for their employees is unparalleled.

Opportunity

The Fort Worth Zoo was looking for a way to refresh their Valentine’s Adoption campaign to reach a broader audience and encourage more adoptions. As a new year approached, we gathered audience data and used our longtime partnership with the Zoo to create a reenergized Valentine’s campaign that appealed to a broader audience and sold more adoption packages. 

Refreshing a Valentine’s Day Tradition

The Fort Worth Zoo Valentine’s Adoption campaign gives animal lovers a chance to show some love while contributing to the cost of care and wellbeing for the Zoo’s wildlife. In previous years, the Zoo primarily focused on penguin adoption packages, which were highly successful, but audience demographics revealed that most people purchased penguin adoption packages for children, limiting the impact of the campaign to one primary audience. Schaefer recommended including a new animal to encourage more engagement and the Zoo ran with our idea and responded by adding four new animals to the campaign—foxes, skunks, flamingoes, and porcupines — to fit more buyers’ unique personalities and relationships.

  • Fort Worth Zoo Social Graphics
  • Billboard Graphics

A Broader Appeal

Love has many definitions. By offering a larger selection of animals to adopt, we were able to personalize campaign messaging to connect with a wider audience and celebrate an even broader spectrum of love. For each animal, we chose to highlight different kinds of love that people experience.

Our romantic, love-focused options included foxes representing fox-y significant others. Our fun, anti-valentine’s day options were represented by a skunk and a porcupine because love can stink and even be a bit prickly. Finally, we included a “Galentine’s” option focused on celebrating positive friendships between women. By expanding our animal options, we were able to create a “choose your own” Valentine’s Day celebration.

We recreated a digital version of the classic Valentine’s Day cards from grade school for use on social media and leverage nostalgia as a vehicle for success. This medium offered us a space to use humor and strategically placed puns to highlight the different animal adoptions being offered as well as communicate the different types of love that Valentine’s Day celebrates. 

 Results:

  • Nearly 50% increase in animal adoptions sold YoY
  • 40% of all orders were foxes
  • Despite Covid-19 and being a virtual event, 125 dinners were sold netting more than $15k in revenue

In today’s journal post, we take some time to learn about Erin Strawn, Schaefer’s newest Staff Accountant.

What’s something you love to do?

I love to take any book (preferably fiction) and read outside at a park or a coffee shop or cafe for hours.

Where’s your favorite place?

My back porch.

What do you love about the job?

I love the people. Also, I love using a skill I know (accounting) in an environment that is creative and fun.

If you could do anything besides what you are doing now, what would you do professionally?

I would be a book editor.

What is the last thing you binge-watched?

A Norwegian show on Netflix called Ragnarök.

What’s your favorite book?

It’s so hard to pick just one…. Either A Severe Mercy by Sheldon Vanauken, or Anna Karenina by Leo Tolstoy.

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

Parks and Recreation. I want to be best friends with Leslie Knope and Donna Meagle.

Are you a listener or a talker?

A listener who has learned to talk.

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

Ice cream.

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

I think I would like to be a gardener at the FW Botanic Gardens.

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

My husband took me skydiving for my 25th birthday. It was the most terrifying and exhilarating experience I’ve ever had.

What’s your favorite children’s story?

All of the Winnie the Pooh stories.

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

Either going on a walk with my husband and our dog, Max, or working on some sort of home crafting project.

Any words of advice?

Don’t be afraid to take some risks. You’ll regret trying something and failing MUCH less than never trying at all.

Why Schaefer?

I was drawn to Schaefer initially by the culture. I could tell that the leadership cares about their people, and this was very apparent to me even before I was hired. I love working for a company that takes pride in its work, values its clients, and creates an environment for its employees to thrive. Also, the proximity to Magnolia is super fun!

The Situation

While the spring break season is consistently successful, Telluride Ski and Golf Resort needed ways to entice travelers to visit during off periods leading up to peak season. To do so, they developed a discounted lift ticket and partnered with Schaefer and local retail locations to get the word out. While similar campaigns had experienced previous success in markets within driving distance to the resort, Dallas Fort Worth, a flight-first market, needed a unique strategy and market push to get in front of the right audience and convince them to convert.

A Nimble, Focused Strategic Partnership

With spring break rapidly approaching, we moved quickly and efficiently to launch the campaign in market at the optimal time. Our team offered strategic direction to their in-house creative team to be most cost-effective and focus our efforts on media strategy and getting into market in a very quick time frame. Telluride offered the discounted tickets through ski shops throughout DFW, so our digital strategy focused on driving foot traffic into the retail stores to ultimately sell the lift tickets.

Creating a Digital Strategy Aimed at In-Person Conversions

Because there was no online portal for selling discounted lift tickets, our campaign focused on building awareness and driving audiences to local ski shop partners to purchase tickets. With minimal time available before launch, our team created a streamlined media strategy that pushed audiences to a landing page where they could learn more about the retailers offering discounted ski lift tickets. The strategy incorporated paid social and display ads targeted through strategic geofencing, contextual targeting and retargeting with content related to skiing, outdoors and travel. We determined that tourists are the primary market interested in and available to book last minute trips, and targeted users that had a propensity to travel and an interest in skiing and resorts. Ultimately, our team created an effective digital strategy that engaged leads and moved them to brick-and-mortar retailers to purchase their tickets.

Results:

  • Campaigns contributed to 181 total passes sold in-store and over $85,000 in total revenue for an overall ROI of 13:1.
  • Sold 181 tickets in 14 days.
  • Telluride sold 4X the number of ticket sales during our campaign compared to the previous period.
  • The Telluride “5 Day Special” landing page received over 6.9K pageviews over the course of the campaign. 
  • Almost 11% of landing sessions were “engaged sessions” (691), where users spent more time on the page or bought tickets. 

With new leadership in place the Fort Worth Chamber sought to revitalize the market’s perception within the Fort Worth business community and beyond. Schaefer was selected as their agency partner to lead them in developing and communicating the Chamber’s renewed energy and focus. The primary strategic imperatives were to both sustain the support of local businesses, while also expanding the Chamber’s economic development efforts beyond Fort Worth.

A Refreshed Position focused on New Energy, New Business

Each of our brand initiatives begins with a critical analysis of an organization’s strengths, weaknesses, and differentiators. For the Fort Worth Chamber, we identified the opportunity to capitalize on the legacy of the organization while creating a more defined and contemporary position that was current with today’s business climate. For the refresh, we saw an opportunity to stay true to who we are as a city and people, and root the Chamber’s new identity in the trailblazing spirit that has always defined Fort Worth. 

We needed to reposition the Fort Worth Chamber from the outdated organization many perceived it to be to the vibrant connector, advocate and driver of economic development they are today. Tapping into the exuberant energy of the Chamber’s new leadership, we focused on positioning the brand as an energetic organization that provides new business opportunities to trailblazers and entrepreneurs alike.

A Trailblazing Identity

Through our archetyping process, the agency established the organization as a Hero persona, defined by strength, courage, commitment, and a drive to move things forward. Using the Hero archetype as a foundation, our creative team explored a multitude of solutions for the new Chamber brand. In keeping with our process of immersion, the team explored other related and competitive organizational brands, the history of Fort Worth and the Chamber to inspire the recommended design solutions.

A key objective in creating the new brand identity was to build a flexible system that could be used across platforms and multiple team members. The new identity has been seamlessly incorporated into the marketing efforts of the Chamber’s internal team and provides a malleable brand kit that they can use for years to come.

Check out our case study to learn more about the refreshed Fort Worth Chamber of Commerce identity.

Introducing The New Frontier of Business in Fort Worth

To introduce the refreshed and refocused Fort Worth Chamber, we leveraged the creativity of the new brand identity and launched the “This is the New Frontier” campaign. The campaign was a fresh way to communicate the future of the Chamber and its role in Fort Worth’s economic development to existing members and new business prospects. We wanted to create a campaign that was uniquely Fort Worth and nodded to the legacy and history of the Chamber, while highlighting the exciting new opportunities that our city offers moving into the future.

To focus on the energy of the new Chamber, we captured authentic video footage and photography using real Chamber members. The tone of the assets are impactful, positive and motivational and highlights the frontier of the future on which the Chamber sits and actively cultivates. The final campaign is aspirational and confident and communicates that Fort Worth is a place where people roll up their sleeves and get to work. To launch the campaign, we used a targeted media strategy consisting of automated direct email, paid social, paid search and community influencers leveraging the rich assets we captured in the video production and photo shoot.

Results:

This campaign aimed at promoting the Fort Worth Chamber’s launch into the regional market and their renewed emphasis on driving and supporting business growth in the city. It led to an  increase in lead generation, memberships and interest in partnerships with the Chamber. 

  • 1.9 Million Media Impressions
    • 5.3K Paid Search
    • 246.6K Paid Social
    • 1.2M Display
    • 396.5K External Email 
  • Web Traffic Growth 
    • 46% Increase in Direct Traffic
    • 64% Increase in User Engagement 
    • 19.5% CTR from Paid Search – 5x the industry average 
  • 230 Form Fills in 74 Days
    • 66% Increase in Contact Us Submission 
    • 34% Increase in Membership Inquiries

Schaefer Advertising is a valued strategic partner of the Fort Worth Chamber of Commerce. When we embarked on a complete overhaul of our brand, they provided subject matter expertise, thought leadership, and made the process an enjoyable one – no small feat! I would highly recommend Ken, Sara and the entire Schaefer team for any organization whose stakeholders demand excellence and a legacy brand in the Fort Worth community.

– Katie Douglass, EVP, Marketing

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

Hi! I’m Siera. I graduated from Georgia Tech, but I am not an engineer. I wanted to be a biology major, but I was terrible at chemistry, despite the fact that my dad is a chemist. We had a guest speaker in one of my college courses, Lisa Galanti a leader of a local Atlanta ad agency, and her presentation convinced me that advertising was the career path for me. She helped me get my first internship, and I have been on the agency side of things ever since.

What’s something you love to do?

I love to read and travel to really scenic destinations. My husband and I went to Tuscany and it’s definitely one of the most beautiful places that we’ve visited. We stayed at a winery where I was able to sit and read overlooking a valley with a glass of wine, incredible.

What’s your favorite place?

My favorite place is the library – I really love the library – the smell, the quiet and of course the books. I love books – not audiobooks, or e-books, but physical books.

What do you love about the job?

I like solving problems for brands – I like solving people’s problems, generally speaking. I’ve been fascinated with branding since I was young and love being able to find creative solutions to brand’s biggest (or smallest) challenges.

If you could do anything besides what you are doing now, what would you do professionally?

I’d be a photographer so that I could travel and photograph. I went to a performing arts high school, and was a ballet dancer for 17 years. Creativity is a part of me. Growing up, I took photography classes and I just loved it. I find the dark room and developing film very therapeutic.

What is the last thing you binge-watched?

I am ashamed to admit I watch a lot of TV. My biggest binge watch was Law & Order: SVU – all 490 episodes. On this trip, I’ve been binge-watching “Girlboss,” and I’m re-binging “the Handmaid’s Tale” right now.

What’s your favorite book?

“Pride & Prejudice.”

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

“Parks and Rec.” I see a lot of myself in Leslie Knope and I find it really funny. I’m not nearly as enthusiastic as Leslie, but I think I have as much drive as she does.

Are you a listener or a talker?

Listener. I’m very introverted. As a kid, I was really quiet in social settings and wouldn’t talk a lot, but it was because I was observing and taking everything in. Afterwards, I would tell my parents about all of the things I had heard and seen, and they would be surprised about the number of things that I saw that they didn’t notice.

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

Tacos – because you put anything in a taco.

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

We went whale-watching in Vancouver right before the pandemic. It doesn’t sound scary, but I’m terrified of whales. We were in more of a little motorized raft than a large boat, so it was pretty scary for me.

What’s your favorite children’s story?

“Lilly’s Purple Plastic Purse,”because she wears red boots, and I had red cowboy boots growing up, so I thought that we were the same.

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

Sitting in the sun with my Labradors, probably reading or drinking a glass of wine.

Why Schaefer?

I chose Schaefer because of the people. Everyone that I spoke with seemed like good humans, which you think would be the norm in most organizations, but it’s not. Throughout the interview process, every interaction I had was positive. The people here are fantastic.

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