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July 12, 2022

Be bold. Be brave.

Meet Lexi Onuscheck

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

I was born in Pittsburgh, Pennsylvania (Go Steelers!), and I lived there until I was 2. From there, I moved to Southern California for 9 years. Before I knew it, my family and I packed our bags for our next adventure in Paris, France. I lived in Paris for 3 and a half years (this is where my French minor comes into play). From there, we moved to Fort Worth. I just graduated from Texas Christian University with a BS in Strategic Communication and a French minor.

What’s something you love to do?

Some of my favorite things to do are read, workout (preferably hot yoga, barre, or outdoor walks), travel, spend time outside, and hang out with family and friends. In the summer, you can find me reading by a pool, beach, or lake and in the winter, you can find me traveling to Utah with my family to ski and snowshoe!

What’s your favorite place?

My favorite place to be is Eden, Utah. My family has been spending every Christmas in Utah since I was five, and through all the different moves across the country, Eden, Utah, has been our only permanent home!

What do you love about the job?

I am detail-oriented, and I love being organized, so an account service role is a perfect fit for me. I love the fast-paced nature of this role, and I love problem-solving!

What is the last thing you binge-watched?

Big Littles Lies and Sex and the City. I also love home renovation tv shows (I think I watched every episode of Fixer Upper during Covid).

What’s your favorite book?

Really difficult to pick just one… I have been reading a lot of Colleen Hoover and Emily Giffin recently.

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

Would Emily in Paris be considered a sitcom? Having lived in Paris when I was in middle school, working in Paris would be a dream come true! 

Are you a listener or a talker?

Listener! I learn best by listening, and I love learning about people. I’m not always the loudest person in the room, but I can assure you, if the room is too loud and you feel unheard, I heard you, and I’ll be sure to acknowledge what you said.

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

Italian food! If there’s any type of risotto on the menu, you can bet on me getting it.

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

A wedding planner. On some weekends, you can find me working as a day-of wedding planning assistant, and I love it! My type-A personality thrives.

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

I moved 5,000 miles away from home to live abroad for 3 years with my family.

What’s your favorite children’s story?

Love You Forever by Robert Munsch. My mom read this book to me every night when I was little.

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

I would spend it calling a friend or family member and catching up.

Any words of advice?

“Be bold. Be brave” — one of my high school teachers would tell us this all the time and it has always stuck with me.

Why Schaefer?

Schaefer is truly the best place to work. I interned during the spring semester of my senior year and it was most definitely my favorite internship of college. Schaefer is the place that will allow me to grow, learn, and become an account service expert. Everyone is so welcoming and the office truly feels like home.

For more about Lexi, check out her bio.

For too long, medicine has focused on the symptoms of an illness rather than the person experiencing them. Since 1970, the University of North Texas Health Science Center at Fort Worth (HSC) has been hard at work, pursuing new and innovative ways to approach the full spectrum of health. And while HSC is one of the nation’s premier graduate medical schools and research centers, the community it serves was still in the dark about all the ground-breaking work they were doing to secure a healthier future for everyone in North Texas. 

HSC needed a campaign to not only strengthen its brand but promote whole health and build a relationship with the community they serve.

Goals

  • Raise awareness
  • Increase brand equity
  • Define what HSC is and does
UNTHSC Campaign Billboard

Owning whole health

As HSC expands its clinical focus to the community, Schaefer helped express its distinctive approach to medicine – shifting the conversation about health in our community from isolated and reactive to whole and inclusive. Complete with proactive ideas, treatments and solutions that have the potential to radically improve people’s lives and the future of medicine as a whole.

UNTHSC Campaign Billboards

As an institute of higher education, HSC fosters an environment that empowers innovative ideas and research, expanding the meaning of care from patient to lifestyle and community. So we reframed the brand around their commitment to improving total health – not just health care – and positioned HSC as a model and leader in the whole health initiative. 

HSC boldly and bravely pursues all paths to health.

UNTHSC Campaign Advertising

An approach to care that connects

HSC’s identity was long tied to its name rather than its impact. In rethinking the brand, we uncovered how their approach to medicine literally connects health to everyday experiences and provides new opportunities for innovation. So we introduced people to a bigger picture of health – one that considered jobs, nutrition, access to public transportation and other influences beyond symptoms that affect a community’s health.

UNTHSC Campaign Signage on Campus

Results

The initial campaign launch covered the city of Fort Worth, securing the HSC brand firmly in local conversation. Between June and August of 2021, we were able to establish HSC’s distinct position and instill a sense of pride and community around whole health.

  • 116,736,316 Impressions  for Traditional + Digital
  • 84,667 Clicks
  • 46,539 New Users to Website

The Great Reinvention 

April 6-8: Boston, MA

MAGNET, the Marketing & Advertising Global Network, is a worldwide community of independent agency leaders who share insights, ideas and opportunities to improve business performance, personal performance and stay on the leading edge of innovation. Schaefer joined Magnet in 2021 and as a member, we partner with great agencies and people that help advance our offering, expertise and reach. 

Twice a year, the organization hosts a summit that brings together independent agency principals from around the world to discuss the industry landscape, emerging trends, new challenges and share honest learnings from the last quarter. The Q2 Summit for 2022 was hosted in Boston, and Schaefer Advertising Co. was on site to understand how agencies everywhere are reshaping the present to navigate a future brought on by “The Great Reinvention.” 

Across three content-packed days, we heard from Kinney Edwards, Global Head of the Creative Lab at TikTok, about the explosive impact that platform is having on the advertising industry. We learned more about the scale and integration for the future of the Metaverse from David Berkowitz, Founder of Serial Marketers and SVP of Corporate Marketing at Mediaocean. We learned about the endless possibilities of data mobilization within the Snowflake Data Cloud. We brainstormed new talent incentives to help combat the reality of attracting and retaining an enthusiastic and engaged workforce in today’s talent acquisition environment. We heard from the experts how empathy is being understood and articulated by AI and machine learning to drive concepts. And those are just a few of our key takeaways.

It’s easy to be inspired by so much intentional conversation about the industry and its future. As an agency, we look forward to leaning into the innovation and reinvention of what our shops and client engagement can look like in 2022-2023. 

Thank you to MAGNET, for a thought-provoking three days with colleagues and the opportunity to allow iron to sharpen iron in this outstanding global agency peer network. Looking forward to our next meet-up this fall in Barcelona.

I was born in Santa Cruz, California and grew up bicostal. I spent most of my childhood years on the Big Island of Hawaii and my teens on the outskirts of Atlanta, Georgia, eventually graduating from Georgia Gwinnett College (GGC) with a B.A. in Marketing. I am a father to two old lazy dogs, Jesse and Wesley, and a husband to their mother, Lila.

What’s something you love to do?

I love crossing National Parks off of my list. I have already visited 8 with 2 scheduled this year. My favorite so far: Zion National Park

I enjoy living out of a backpack. Whether in the woods or in the city, I love the feeling of being lost in new places.

Big fan of taking bikes, trains, public transportation or just walking. I love being a part of the surroundings rather than seeing it from the highway.

What is your favorite place?

My favorite place is home. Specifically, Saturday morning when my wife and I drink our coffee and try to best each other in Wordle.

What do you love about your job?

Every job has a teaching component. What’s the point of going through all of these experiences if you can’t share and pass them on? I love the act of teaching but I equally love when the student becomes a teacher to others.

What is the last thing you binge-watched?

I want my answer to be cooler than the truth so I am going to say Netflix’s Explained when in reality it was the newest season of The Bachelor with my wife.

What’s your favorite book?

Meditations by Marcus Aurelius.

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

Parks and Rec because who would not want to live in Pawnee, Indiana? I relate with each character in their own way and could totally see myself fitting into the Parks Department with Ron.

Are you a listener or a talker?

Talker, but not by choice. Talking through my thoughts is how I organize and process; it’s my version of refining an idea on a notepad.

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

This is going to sound boujee but charcuterie boards really do it for me.

If computers didn’t exist, what would be your occupation?

A botanist — I don’t have a green thumb but I am fascinated by the lifecycle of a plant.

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

My wife and I once flew to Paris with no itinerary or clue how to navigate. Best test for a newlywed couple.

What’s your favorite children’s story?

Harry Potter. That was always my literary steak and potatoes growing up.

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

My intention would be to spend it doing absolutely nothing. I would mediate and try to watch my thoughts instead of thinking them.

Any words of advice?

Book that trip. Attend that concert. Fall in love. Don’t get lost in the details.

Why Schaefer?

The attention to detail. Every step of the way, including this exercise was intentional. The warm first impressions from Bryn, Ken, Sara and the rest of my interview team was a great reflection of the culture at Schaefer.

March 10, 2022

A Texas Homecoming

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

My name is Libby. I was born and raised in Dallas, went to the University of Kansas, and kept going north to Chicago. Eventually, I made my way back to Texas and spent 15 years in Austin, where I met my husband and had two beautiful kids. Brady is 11 and Emma is 10. We moved to Argyle in 2019 and are so happy to be back in the DFW area! Our dog Buddy is a four-year-old Goldendoodle who is the love of our lives. He is the best boy in the whole world!

What’s something you love to do?

I love to watch my kids doing what they love. My son plays football and basketball. My daughter plays soccer.

What is your favorite place?

The beach.

What do you love about your job?

I love problem solving, organizing, and working with people. I love seeing a project go from an idea to the finished product.

What is the last thing you binge-watched?

The Incredible Dr. Pol — I have a 10- and 11-year-old.

What’s your favorite book?

Educated by Tara Westover.

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

Friends — I would be Monica. She is my cleaning and organizing soul sister.

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?

Chips and queso.

If computers didn’t exist, what would be your occupation?

I would be a private investigator the old school way — following people and digging through trash.

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

Paragliding in Switzerland. I did not have fun and found out I do not have a need for speed.

What’s your favorite children’s story?

Press Here — it’s not really a story, but it was my kids favorite book when they were little.

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

Out to diner with my kids and husband. No devices, no distractions.

Any words of advice?

Two pieces of advice from my mom that always hold true:

1. When in doubt, don’t.

2. I really liked you until I got to know you. Basically this just means take things slow when you meet new people. Whether it’s a significant other or a friend. You don’t have to go all in right away — you may find your first impression was way off. This is why I think the Schaefer interview process is so incredible. They take the time to get to know you for your sake (potential employee) and their sake. It’s a really commendable process.

Why Schaefer?

The people and the environment. I’ve never walked into a place that felt more genuine than Schaefer. Everyone is so thoughtful, but also intelligent and dedicated to creating good work. It really seems like a family and I m so excited to get going!

When you look back on a busy year, it can feel a little blurry.

We entered 2021 with high expectations and lofty goals. We tried new things, partnered with new clients and did some great work along the way. Here’s a recap of some of what we did to amplify our brands and make life better this past year.

To all our friends in the Fort Worth creative community, thank you for always inspiring us.

Zoo Ball in Paradise Invitation

Gold ADDY Award and Best of Print | Client: Fort Worth Zoo
Zoo Ball in Paradise Mailer
Zoo Ball in Paradise Mailer

TearCare Mailer #2

Gold ADDY Award | Client: TearCare
TearCare Mailer Device

Zoo Valentine Adoption Campaign

Silver ADDY Award | Client: Fort Worth Zoo
Zoo Valentine Adoption Social

TearCare Mailer #1

Silver ADDY Award | Client: TearCare
TearCare Device Mailer

Schaefer Christmas Card & Website

Silver ADDY Award | Client: Schaefer Advertising
Schaefer Advertising Embossed Christmas Card
Schaefer Advertising 12 Days of QRistmas Landing Page
Schaefer Advertising 12 Days of QRistmas Social Posts
Schaefer Advertising 12 Days of QRistmas Videos

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

My name is Becca Johnson. I am a born and bred Texan, raised in Coppell. I graduated from the University of Arkansas in 2010 — Woo Pig Sooie! I’ve been married to my husband, Chip, for three years, and we’re expecting our first child, Elliott Ann, in January 2022! We currently have three fur babies: Charlie the beagle, George the puggle and Hank the cat.

What’s something you love to do?

I love trying out new restaurants and wine bars. I am a big foodie.

What’s your favorite place?

St. John, US Virgin Islands.

What do you love about the job?

The ever-changing nature of the digital industry and watching my team grow and take shape. I love to help them achieve their goals and blossom within their careers.

What is the last thing you binge-watched?

Only Murders in the Building.

What’s your favorite book?

Where the Crawdads Sing by Delia Owens

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

New Girl. Because every day would be hilarious.

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?

Pasta.

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

Own a dog shelter/doggie day care.

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

I’m a big wimp when it comes to scary things, so haunted houses are my nightmare. I agreed to one while dating my now husband. It was terrifying.

What’s your favorite children’s story?

A favorite of mine is Goodnight Moon. It’s the book I am most excited to read to Elliott Ann once she gets here. It has become a bit of a family tradition. My sister and mom always read it to my niece, who is currently the only grandchild, so I am looking forward to sharing that same experience with my daughter. It always put my niece, Madison who is now 17, right to sleep. Hopefully that tradition continues as well.

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

Relaxing with my husband and fur babies.

Any words of advice?

Put your mental and physical health first. It will ultimately make your job better and you more successful in your career in the long run.

Why Schaefer?

The people and the family-like community Schaefer has created and prioritizes. I’m so excited to join the team!

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

My name is Hannah Bromley. I was born and raised in Arlington, TX. I spent a couple years in college at the University of Texas at Arlington. When I was 22, I moved with my then-boyfriend/now-husband to Austin. We lived there for three years and got married! We moved back and settled in Fort Worth, TX. It’s been my most favorite place to live so far. We have one pup named Olivia. We call her Liv, Livvy Blue, Wivels, Baby Bunny and Honey Bun.

What’s something you love to do?

I love video games, and spend a lot of my weekends playing them. I also love playing board games with a group of friends. Everyday, my husband, Drew, and I take our pup on a walk around our neighborhood.

What’s your favorite place?

At home, cozied up under a blanket.

What do you love about the job?

The location, the culture and the people!

What is the last thing you binge-watched?

Probably Squid Game. Before that, Nailed It! on Netflix.

What’s your favorite book?

I don’t have a current favorite, but in high school, my favorite book to read was Crime and Punishment.

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

Maybe Curb Your Enthusiasm. Sometimes, I channel my inner Larry David.

Are you a listener or a talker?

I like to listen and observe.

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

Nachos.

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

Fiction writer.

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

A few years ago, I went to a Game of Thrones exhibit where they had a VR simulation of going to the top of the Wall. At the end of the simulation, you free fall off the wall. It was scary but fun!

What’s your favorite children’s story?

Does The Princess Bride count?

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

Sleeping.

Any words of advice?

Don’t let anyone tell you who to be. Just be yourself!

Why Schaefer?

Debbie and Erin made me feel so welcome even just during my interviews. I knew that I would be accepted and treated well at this company. I look forward to my future here!

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.