Schaefer Advertising Co.

Case Studies

Podimetrics had a strong story to tell
— and a new brand to build

Podimetrics Brand Logos

Situation

Diabetes is one of the top health issues in the United States. In fact, costs for diabetes care are more than 400% higher than cancer. One of the leading drivers of that cost is amputation resulting from Diabetic Foot Ulcers (DFUs), which results in a limb being amputated every four minutes due to diabetes.

To combat this, Podimetrics developed a web-enabled, remote temperature monitoring system designed to identify the risk of DFUs before symptoms are visibly present — and drive significant cost savings by avoiding costly amputations.

Schaefer took the reins on translating this innovative system into a compelling narrative that would reach key audiences and encourage payor adoption.

Goals: 

  • Support the market launch of a new, breakthrough product
  • Differentiate Podimetrics from competing solutions
  • Explain the system and its benefits to payors and HCPs
  • Support rollout to a low-tech patient base with clear, user-friendly materials
Podimetrics Materials

Strategy

Our team was tasked with creating a new brand and executing multi-channel communications to differentiate Podimetrics and drive sales conversations.

To reach the various audiences, we decided that two specific objectives must be achieved: First, the brand story must be humanized and brought to life in a manner that would resonate with payors, physicians and patients. Second, communications and user pathways should be simplified, to ensure that the relevant messages were reaching each audience and business objectives were being reached.

Podimetrics Website Mockup

Solution

Viewing Podimetrics’ system as something akin to a “canary in the coalmine,” Schaefer used this metaphor to create a consistent brand story that clearly conveyed the benefits of early detection — including the estimate that more than 70% of diabetic foot amputations could be prevented through early detection.

From there, Schaefer conducted a User Experience audit to find opportunities to improve communication throughout the customer journey. We then launched a full suite of materials to support the sales team, including an updated website, product videos, stationary package, and other sales support materials.

For end users, Schaefer also created product packaging that was as user-friendly as the device itself. Knowing the patient profile was less tech-savvy, we scrutinized every aspect of packaging and product setup to ensure everything remained simple, intuitive and frictionless.

Podimetrics Device

Results

Schaefer effectively positioned Podimetrics as a new, holistic system that uncovers and prevents extremity complications from diabetes. This differentiation is allowing Podimetrics to compete for significant national payor contracts, as well as establish notable partnerships with strategic allies such as the American Diabetes Association.

Summary

For diabetic foot wounds, early detection is essential for avoiding amputation and reducing costs. The “canary in a coalmine” solution helped humanize and simplify a complex technology and gave both internal and external audiences a better understanding of its purpose and its benefit. Today, a growing number of payors, physicians and patients are becoming aware of the potential benefit of the Podimetrics system.

Differentiating products with a consistent messaging platform

jenga body collage

Situation

Argon Medical Devices faced a challenge that is not uncommon among large and diverse manufacturers: Their core audience of surgeons and clinical staff knew the names of their more successful product lines (such as Skater™, Option™ and Cleaner™), but had little awareness of their corporate brand. This made expansion and cross-selling across their 2,000-product portfolio more difficult.

This was particularly true of their soft tissue biopsy division which, as their largest U.S. division, accounted for a significant portion of the total soft tissue biopsy market. However, the biopsy market had remained stagnant as a category and Argon and Schaefer saw an opportunity to differentiate the lead product, BioPinceTM, by selling against an emotional benefit for the interventional radiologist. Schaefer leapt at the challenge to set the biopsy division apart from the crowd — while providing a consistent platform that would support the various biopsy products and areas of specialization including lung, kidney, liver and breast.

Goals

  • Differentiate the Argon biopsy division from competitors
  • Provide a consistent platform to support the various biopsy products
  • Create a campaign to allow Argon to demonstrate the versatility of its soft tissue biopsy portfolio across multiple organs

Strategy

The agency developed a breakthrough campaign around a simple insight — interventional radiologists need to get in, out and achieve a clean sample for accurate analysis. Minimal disruption, maximum confidence is the goal.

While a feature-heavy product-selling message was table stakes in this market, no one had really
tapped into what a device really delivered — confidence that comes from a better sample.

Solution

Working closely with the soft tissue biopsy team, Schaefer developed a messaging platform that elevated the brand above product attributes, and tied into the corporate Argon tagline, “The Pursuit Of Better.” Using the theme of “Sample Better,” we developed a campaign designed to “cut through the clutter” – in this case, the endless barrage of look-alike devices that exemplified the category’s advertising.

Images drawn from the popular “Jenga” game were used to represent the delicate balance and precise execution required to obtain optimum biopsy samples. The “Sample Better” theme also carried a dual message: It implied the superior quality of the Argon products, but also spoke to the cares and concerns of radiologists, for whom better sampling meant fewer patient call-backs, as well as easier and more accurate diagnosis.

phone mock-up

Results

By developing this flexible and relevant platform, the Argon soft tissue biopsy division was able to:

  • Establish a consistent positioning that will stand the test of time
  • Strike a balance between a consistent platform and customizable messaging
  • Cut through the clutter of “product/feature” advertising
  • Provide an extendable platform that all biopsy product lines can embrace
  • Leverage all product and division communications to create greater awareness and recognition of the Argon name.

Summary

The messaging for the Argon soft tissue biopsy division is a prime example of Schaefer’s commitment to delivering solutions that work harder and provide extended value. By creating a “better” message, Schaefer was able to establish a foundation for the biopsy division could easily adapt for their own products and audiences. As a result, the various team members were free to operate somewhat autonomously, while still reinforcing the overall Argon brand. This approach also freed them from an endless cycle of product/benefit advertising and enabled them to launch and support products with a campaign that would continue to build brand awareness with each and every future execution.

Situation: City branding is important

Famous for its trailblazing history, Fort Worth still embraces its reputation as a “City of Opportunity.” Quickly becoming an epicenter of growth and innovation, Fort Worth offers an inviting community, talented workforce, and incredibly low cost of living, attracting people and corporations from all over the world looking to move or expand into one of the nation’s fastest-growing cities.  

Fort Worth Economic Development Campaign Branding

The goal of every city on the rise is to attract new business and talent while strengthening the industries already established. To accomplish that, the City of Fort Worth Economic Development team selected Schaefer as the agency of record for a three-year partnership to create the city’s first-ever economic development and business attraction initiative. The partnership is part of the city’s five-year strategic plan and plays a key role in positioning Fort Worth as a place of purpose where businesses and people can leverage the city’s incredible potential to create the future they want to see. 

Goals: 

  • Establish a story that connects Fort Worth’s heritage with its future
  • Develop a multi-phase, multi-year campaign to drive awareness and attract new business
  • Highlight Fort Worth’s economic incentives and competitive edge in  business, culture and community
  • Reach key business decision-makers to advance economic development
  • Elevate Fort Worth on a national and international stage
  • Foster collaborative conversations between key stakeholders in the public and private sector

We started with a question: what makes Fort Worth and its people so unique? The answer was simple. A pioneering spirit that dated back to the 1800s and still stood strong today. As the first-ever economic development campaign for the city, Schaefer was in a unique position to lead strategy from inception. 

Where Innovation Begins

We recognized the importance of storytelling in establishing the city’s position in the eyes of our target audiences. A good story would amplify the message, build credibility, create a strong sense of community and offer nuggets of authenticity and purpose that truly make Fort Worth stand out. 

Known as the point where the west begins, Fort Worth has always promised possibility, innovation and prosperity. Unlike some of the larger, competitive cities, opportunity isn’t a new promise, it’s woven into the very fabric of Fort Worth. To communicate that, we built messaging around the idea that no matter what you’re looking for — relocation, expansion, opportunity  – it can successfully begin in Fort Worth. 

Building equity through identity

In order to build equity, Fort Worth Economic Development first needed an identity. We leveraged their voice, tone and values to create an independent identity that was flexible enough to work alongside the city’s existing branding, and strong enough to communicate the impact of their initiatives.

City of Fort Worth Inner/Outer Market

Schaefer then crafted a multi-faceted campaign that unified strategy, creative and media to promote Fort Worth’s business advantages among corporate decision-makers, site selection consultants and local business owners. The campaign further cemented Fort Worth as a city of growth and opportunity, while highlighting its competitive edge as a leader in innovation who works hard to meet the needs of the businesses who chose Fort Worth. 

City of Fort Worth Digital Banners
City of Fort Worth Interactive and Print

Solution: Fueling growth and connections online

Revamping the website to reflect the new brand campaign was vital to communicate key messaging. As the central platform that business leaders, stakeholders and prospective residents visit to find relevant information about the city, the website confirmed Fort Worth’s proven economic landscape with tangible proof points our audience would find attractive. 

With this in mind, we included demographics, workforce statistics and other data points that leverage Fort Worth’s resources against competitor cities. A strategic mix of traditional and digital media, including paid search targeted prospects helped drive traffic back to the website. Knowing our target audience sets and strategically placing ads in places they frequented (in person and online) expanded Fort Worth’s presence on the list of key business destinations in the US. 

After 8 months in market, our team identified a list of top engaged companies. The insights we gathered included a list of prospects from target industry sectors with the potential to increase the size of the labor force and generate millions in economic output for the city of Fort Worth. These key insights have helped us to strengthen our marketing approach in more specifically targeting like prospects.

Results:

FW Economic Development Heat Map

During the first 8 months of the campaign, we created an anchor site that served multiple economic development organizations with one source. 

  • 88% of total site traffic driven by paid media
    • 44% derived from prospecting emails delivered to corporate decision-makers, site selection consultants and other key decision makers in select target outer markets
  • 98% increase in new site traffic from key markets and industries
    • 55K new visitors 
    • Significant engagement achieved in Los Angeles, Chicago and Raleigh-Durham markets, which were key target markets within the initiative
  • As a result of this increase in traffic to our website, Fort Worth continues to receive organic recognition as a top place in the U.S. to start a business. This is a direct result of the growth in widespread awareness for Fort Worth as a great place to live, work and do business. 
  • According to Bisnow, Fort Worth has more than $2 billion in projects under development marking a huge milestone in the economic development of the city.

By the end of Year 1, we developed strategic partnerships with key economic development influencers in the region and positively impacted corporate relocation and expansion for the city of Fort Worth, drawing business from two key industries — Aerospace and Defense, and Mobility Innovation.

How humanizing a “free screening” offer helped a client achieve 95% of their 3-year goal — in just 8 months.

Situation

Healthcare inequity is perhaps the most pressing social issue facing the medical community today. To help combat unequal access to care, and make up screening ground lost to COVID-19, Moncrief Cancer Institute partnered with Schaefer to help encourage underserved and uninsured members of the community to sign up for a free cancer screening. 

moncrief billboard

Goals

  • Craft messaging and materials that would drive cancer screenings among the target patients (3rd-grade reading level)
  • Develop tactics that would reach the audience throughout their day-to-day movements
  • Leverage the screening to build brand awareness among the underserved community

Strategy

While the offer of a free cancer screening may seem like an easy sell, the initiative faced several challenges: members of the targeted, underserved audience were often hard to reach. Many were skeptical of receiving healthcare services, for fear that they would reveal conditions that are terminal, untreatable, or expensive to treat. Many also suspected that a “free screening” might come with hidden costs or fees. And, to address health literacy, all materials needed to be flexible enough to reach our various audiences in the media channels they use every day, and in their preferred language. 

Schaefer knew we needed to develop a campaign that was driven by a straight-forward invitation for people to call in and see if they qualify for the free screening. However, knowing that many members of our demographic would be more likely to do something for their family rather than for themselves, we delivered a secondary message that leveraged this emotional connection.

Moncrief case study social spanish

Solution

The creative for the campaign tapped into a core motivation for the audience and featured screening patients who proudly showed “I Voted”-like stickers, proclaiming that they did it for their kids, their families, their spouses, or their friends. The end effect was a message that communicated that a screening isn’t just something you do for yourself; you do it for the people you love.

This solution helped accomplish two very important things: It turned a straightforward offer into an emotional appeal, which drove engagement. And it also helped the campaign speak more effectively with our key demographic – primarily patients over the age of 40, across a diverse array of tight-knit communities. 

Moncrief Cancer Institute Website Layout

Results

Ambitious goals were set for the campaign—and an avalanche of responses followed:

  • Generated 1,000+ online appointments and 4,600+ calls to schedule—or 95% of the total 3-year goal—in the first 8 months of the campaign
  • Drove more than 16,000 visits to the screening landing page
  • More than 8,800 clinical services were provided to nearly 6,000 individuals in the first year

The tremendous success led to a decision to raise Year 2 program goals and allowed the client to secure additional on-the-ground resources to reach more people in the community.

Moncrief case study social

Summary

By humanizing their appeal to an underserved audience, Moncrief Cancer Institute was able to move one step closer to alleviating healthcare inequity. In the process, they generated brand awareness and community goodwill — a very healthy outcome for both themselves and the communities they serve.

Lead Generation 101

Today, consumers want easier and more convenient access to care—including options that let them choose online scheduling and virtual visits. While 65% of the general public are interested in communicating with physicians through digital channels, this demand is even greater among younger patients: 92% of Gen Z say that care provided via telehealth is the same as—or even better than—in-office visits.

For TimelyMD, a virtual health and wellness provider focused solely on the higher education market, this creates an anticipation of increased competition from other providers seeking to capitalize on this demand. Their two most pressing challenges: proactively cement their market penetration, and to improve lead generation and response from their core audience. Schaefer Advertising was tasked with accomplishing both.

Goals

  • Increase lead generation
  • Defend TimelyMD’s niche as the leading telemedicine provider for higher education
  • Communicate key brand differentiators to campus decision-makers
  • Sustain brand equity and awareness

Textbook targeted messaging

Most telemedicine providers use a “one size fits all” approach to virtual health and wellness. TimelyMD, however, designed their service offering specifically for higher education students. Because of this, we were able to laser-focus our messaging to a select group of administrative decision makers at 5,000 colleges and universities.

An omni-channel campaign was developed that spoke to our audience on a deeper, more empathetic level by addressing the specific needs of students and universities. Using the umbrella theme of “Wellness Is Now In Session,” we delivered sub-messages that pointed out how TimelyMD had a proven track record of improving and enhancing programs at nearly 250 institutions by enabling them to:

  • Offer 24/7 access for students, on and off campus
  • Fill the gaps in their existing wellness programs by treating more than 120 conditions
  • Tap into a network of providers and mental health professionals as diverse as their student body
  • Further their initiatives to promote healthcare inequity by providing access for all

Helping universities help students

At the heart of the effort was an end-to-end campaign that used digital, video, email and social media to lead prospects to an updated, re-designed website. On the website, they were met with a variety of targeted messages, each designed to optimize lead conversion and steer them toward a product demo request.

Along the way, we humanized the brand’s message by reinforcing TimelyMD’s empathy toward the urgent, growing need for easy access to campus wellness programs: Last year, 41% of higher education students reported major or moderate depression, and 13% reported suicide ideation. 63% of students say that campus therapy helped them stay enrolled, while 64% of those who dropped out claimed that mental health issues played a role in their decision. In short, it was a case of targeted messaging, delivered through an understanding and empathetic voice. By humanizing TimelyMD’s mission to deliver the care students need, we were able to reach our audience on both a rational and emotional level.

Results

With this humanized approach, Schaefer was able to help TimelyMD generate more leads and effectively differentiate them from the other telehealth services.

Even as the telehealth market grows more competitive, decision makers at colleges and universities across the U.S. are growing more aware that TimelyMD is the leader who specializes in their world, and who has a proven understanding of the physical, psychological and emotional needs of today’s students.

Performance Snapshot

  • Surpassed campaign click and lead goals for campaign (112% and 100% respectively)
  • Over 80K new users driven to the splash page
  • Search campaigns performed 4x industry benchmarks
  • Social campaigns performed 2x industry benchmarks
  • E-mail campaign open rates were 2x industry benchmark

By taking an emotional and empathetic approach to the issues faced by students and campus care professionals, Schaefer was able to drive solid, measurable results for TimelyMD. It’s a textbook example of how humanizing healthcare isn’t just about creating good feelings; it’s also good business.

February 3, 2023

Saddle up for Zoo Ball

Here’s to the Wild Ones

Zoo Ball is the Fort Worth Zoo’s largest fundraising event of the year. Guests come together for a notoriously good time in support of wildlife conservation programs, locally and around the world. As one of Fort Worth’s most anticipated social events returned to the community’s calendar, Zoo Ball demanded an invitation worthy of the occasion. 

In one of his last performances before retirement, country music legend and prolific songwriter, Robert Earl Keen, would take the stage and set the tone for the kind of affair Fort Worth does best – Texas outlaw.

zoo-ball

What’s in an Invitation?

Zoo Ball is a great opportunity to bring people together in celebration of the Zoo’s ongoing commitment to wildlife conservation. And the invitation is the first step in attracting donors in our philanthropic community to attend and participate in the Zoo’s charitable efforts.

Goals

  • Generate buzz among new attendees and past guests
  • Communicate important event details
  • Create a memorable invitation that plays well beyond the event
  • Raise dollars to fund wildlife conservation and education programs
zoo-ball

Rounding Up The Best

Schaefer’s creative team was off to the races and curated a Texas Outlaw concept that reached into the hearts of the philanthropic community and beyond. To set the tone for the event, our team developed an event theme moodboard. This visual representation of country elements included western saloons and cowboys allowing us to explore new ways to engage with the guests leading up to the event. 

We gathered all our ideas together and set off on crafting the Save the Date package, Commemorative invitation, and Auction guide.

all-hat-and-all-cattle

Save The Date & Invitation Suite

To unite the objectives and theme of the event, we developed a logo and paired it with a rugged, yet sophisticated color palette including shades of gold and black. Complementing the palette was a suite of custom illustrations featuring native Texas species of plants, animals, and the infamous Texas outlaw. 

As a subtle nod that helped tease performer Robert Earl Keen, we included some of his most famous lyrics throughout the save the date and invitation. Most notably, the event name is abridged from his iconic song, “The Road Goes on Forever.”

cards-jack-queen-king-ace

Custom Card Deck

When it comes to cards they don’t call it Texas Hold’em for nothing. Leveraging themes of the old west, we created a saloon-inspired, 54-card playing deck that featured Texas animals, like the jaguarundi and armadillo. The deck was created in collaboration with Big Box Little Box, who was able to bring the details and textures that were important to the card and box design to fruition. 

Included in the deck were educational facts and illustrations about Texas wildlife, giving guests a unique way to commemorate the event and pay homage to the wild things and wild places we all love.

Results

It was crucial that the invite not get lost in the shuffle of daily mail while also rousing members of the community to think, “I can’t miss that.” The event attracted previous and first-time attendees, with tickets selling out. Not only was the Zoo able to receive impressive support from individuals and local businesses, but the fundraising event raised more than seven-figure sums. The Texas Outlaw theme generated social sharing before, during, and after the event. The annual event offered maximum entertainment that made for wild memories that people are still talking about.

October 22, 2022

What lies beneath

An Unbranded Campaign to Educate ECPs on the Benefits of Early Surgical Intervention for Glaucoma

Surgical treatment for glaucoma has dramatically changed in recent years. For decades, eye care providers (ECPs) have known the only way to manage glaucoma is to reduce intraocular pressure (IOP). They also know that many patients struggle with compliance, adherence and the long-term side effects associated with drop therapy. Along with educating ECPs on safer, less invasive sight-preserving surgery, OMNI® needed ECPs to consider patients for surgical intervention earlier than ever before — especially as a stand-alone (outside cataract surgery) procedure. But asking them to make that leap is less effective coming from a brand than a resource. Doctors trust research and clinical studies, so the best approach is sometimes unbranded.

Omni Magazine

Goals

  • Educate ECPs on the benefits of MIGS
  • Advocate for earlier intervention for pseudophakic eyes
  • Highlight the benefit of a stand-alone procedure like the  OMNI® Surgical System

Role

  • Campaign Concept
  • Messaging
  • Illustration 
  • Event Activation

Omni Top Down Illustration
Omni Illustrations

Increasing Referrals Through Provider Education

Unbranded campaigns have many benefits. They raise awareness, provide independent education on disease states and treatment options, drive patients to providers and help providers better identify patients. 

Omni Chalk Drawing

For OMNI®, the goal was two-fold. Educate providers on the dramatic benefits of minimally invasive glaucoma surgery (MIGS) as a stand-alone procedure and pull demand from the optometric referral channel earlier. In lockstep with a branded campaign for the OMNI® Surgical System, the two campaigns worked together, growing market share among surgeons and shifting the point of surgical intervention to be earlier for patients with mild to moderate glaucoma patients. 

What Lurks Beneath the Surface 

Glaucoma has been dubbed the “silent thief of sight.” During the early stages of the disease, symptoms often go unnoticed. But the damage caused to eyesight as glaucoma progresses is irreversible, causing permanent vision loss and even blindness. While there is no cure, the best way to manage glaucoma is to consistently and proactively lower pressure within the eye (IOP).

To illustrate the often undetectable signs of glaucoma, we asked ECPs to consider what danger lurks beneath the ocular surface –  representing the disease with a legendary sea creature who is phantom as much as monster. The Kraken lurking beneath an unsuspecting kayaker on the surface mirrors the progression of glaucoma – just because you can’t see it doesn’t mean it isn’t there. 

The introduction of MIGS to a critical optometric referral market as an alternative to first-line drops, combined with a branded approach extolling the benefits of the OMNI® Surgical System as a stand-alone intervention,  gives ECPs more impetus to treat their patients with a reliable surgical option that may lower IOP safely and sustainably with minimal recovery time. Better still, is the ability to proactively manage the disease and preserve as much of a patient’s sight as possible. 

Omni Chalk Drawing

Diving Deeper

By reinforcing the benefits of early intervention with vibrant visual language and messaging that encourages open dialogue, they were more likely to research, ask their peers and consider MIGS and products like the OMNI® Surgical System when treating a patient with mild to moderate glaucoma. 

To make a true impact in the industry, we developed and deployed a full omnichannel engagement strategy, leveraging paid, personal/non-personal promotion and earned channels. We brought the conversation where our audience was most likely to seek education – online, on social and among their peers at events such as the American Academy of Optometry. Leveraging each interaction as an opportunity to dive deeper into the research and generate leads.

Omni Chalk Drawing

Results

  • Engaged 50% of the optometric referral market, within 90 days (14,000 engaged users)
  • Generated significant word-of-mouth equity at key trade shows
  • Created demand for branded efforts to fulfill
  • Contributed to the overall brand strategy that moved OMNI from start-up to top-2 devices in 18 months

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
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

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 
Enter the Fold
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hello@schaeferadvertising.com
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