The Fort Worth Zoo partners with Schaefer each year to bring fresh energy to its annual Zoo Run—an event that has consistently sold out the past two years. The challenge this year wasn’t just driving registrations, but pacing demand strategically to ensure the event didn’t sell out too early, while continuing to build excitement and expand its audience. Schaefer developed a campaign that maintained the playful, nostalgic tone participants had come to love – paired with a refined media strategy based on learnings from previous years.
Designed to Evolve
Schaefer led strategic planning, concept development, copywriting, design, and full-funnel media execution across out-of-home, paid search, paid social, email, text, streaming video, and local publications. The goal was to guide audiences seamlessly from awareness to registration while leveraging insights from prior campaigns to refine timing, targeting, and channel strategy. By combining creative development with data-driven media planning, the team ensured various media touchpoints contributed to both engagement and conversion.
Nostalgia Meets New Energy
The creative approach built upon the vintage, retro-inspired aesthetic that resonated strongly in 2025, evolving it with brighter colors and a more dynamic visual identity. The campaign highlighted the Zoo’s baby elephant, Lady Bird, alongside other fan-favorite animals, using illustrated elements to create a sense of personality and connection. Playful details such as sticker-style patches featuring phrases like “Lady Bird Fan Club” and “Fort Worth Zoo Athletic Co.” added a layer of charm and collectibility, reinforcing the event’s fun, community-driven spirit while expanding its visual appeal.
From Start Line to Sold Out
The result was a third consecutive sell-out for Zoo Run and a 32% YoY increase in total campaign impressions—demonstrating not only sustained demand but also the effectiveness of a more refined, strategic approach. By combining evolving creative with smarter media execution, Schaefer helped the Fort Worth Zoo maintain momentum while continuing to grow and engage its audience year over year.
Where Creativity and Strategy Converge
By pairing compelling, audience-driven creative with insights drawn from long-term client partnerships, Schaefer consistently delivers campaigns that meet—and often exceed—performance goals. The Zoo Run campaign proves that when creativity and strategy work hand in hand, even a sold-out event can keep getting better.
When your phone or other smart device breaks, gets lost or needs an upgrade, there’s a good chance Likewize is working behind the scenes to make it right. The company partners with carriers, retailers and insurers around the world to handle the full lifecycle of a device, from protection plans to repairs to trade-ins so their clients can offer customers a seamless experience when technology doesn’t go as planned. It’s a big operation and the brands they work with are some of the biggest on the planet. So when Mobile World Congress came around, showing up quietly wasn’t an option.
Situation
Standing Out at the World’s Noisiest Trade Show
Mobile World Congress (MWC) in Barcelona is the premier global gathering for the mobile and tech industry, the kind of event where deals are made and reputations are reinforced. For Likewize, MWC 2026 represented an opportunity to expand global partnerships and assert their position as the go-to provider for end-to-end device lifecycle management.
The challenge: MWC is noisy. Thousands of companies compete for the attention of the same B2B decision-makers, including telecom executives, retail leadership, OEMs and insurers, all in the same building at the same time. Likewize needed more than good signage. They needed a coherent, creative presence that could travel across touchpoints and leave an impression.
Strategy
Start with the Brand and Build
The strategy was to work within Likewize’s established brand guidelines while pushing the creative to be bold enough to cut through the convention floor clutter. Their official tagline, “Every tech problem made painless,” gave us a strong foundation. Their positioning, framing Likewize as the answer to the questions their partners are already asking, gave us something to build a visual and messaging narrative around.
We recognized that the target audience shared a common mindset across sectors: they value reliability, trust and a partner who can handle complexity without adding to it. Our creative direction needed to reflect this — clean, confident and clear.
Solution
A Creative System Built to Travel
We developed a creative system, not just a look but a visual language designed to work consistently across every surface and touchpoint. The goal was for everything to feel cohesive and originating from a consistent source, whether someone encountered Likewize on the convention floor, in a private meeting room or in their inbox before the show.
The creative leaned into what the brand already does well: clean layouts, bold use of Likewize’s signature pink, strong typography and iconography that communicated their core services without over-explaining. Short, high-impact copy did the heavy lifting. Every element was built to scale from large-format event signage down to a sales team email signature so the brand showed up with the same confidence regardless of context.
We also made sure the Likewize team had what they needed to work the room before and after the event, not just during it. Pre- and post-event communications extended the creative into the places where real partner conversations begin.
Results
One Brand Voice, Every Touchpoint
Schaefer delivered a full suite of creative and communications assets built for production that gave Likewize a consistent, confident presence across every MWC touchpoint. From the moment someone stepped off a Likewize-wrapped Sprinter van to the follow-up email waiting in their inbox, the brand told a cohesive story.
The MWC landing page gave us a clear window into how well the campaign drove interest and action:
Key Metrics
46.02% Engagement Rate
8% Conversion Rate
10 Form Submissions
Impact:
Drove strong brand visibility at MWC 2026
Generated qualified leads and meeting opportunities
Reinforced Likewize as a trusted, end-to-end lifecycle partner
Cetaphil, a globally recognized skincare brand, underwent a major rebrand to modernize its identity and better connect with everyday consumers. However, this visually-driven evolution presented a unique challenge: how to translate a consumer-centric rebrand into meaningful, science-backed messaging for healthcare professionals (HCPs). Schaefer was tasked with bridging this gap—developing tools that maintained the integrity of the refreshed brand while reinforcing clinical credibility and driving engagement with an expert audience.
Goals
Adapt consumer-driven brand elements to resonate with HCP expectations and standards.
Preserve and emphasize Cetaphil’s clinical heritage and scientific validity.
Create impactful sales tools that effectively communicate key claims without overwhelming.
Enhance memorability and in-office usability of leave-behind and sales materials.
CTMP Provider Leave Behind
To replace a flat and forgettable 5×7 card, our team engineered an innovative fold-out piece modeled after a flower petal. Each fold highlights one element of Cetaphil’s core C-T-M-P regimen—Cleanse, Treat, Moisturize, Protect—offering providers a dynamic and educational interaction. This redesign not only aligned with the new aesthetic but also added dimension and memorability to in-office conversations.
Core Product Line Surprise & Delight Boxes
We curated and distributed 3,500 premium mailers to key HCP influencers, each containing Cetaphil’s three core products. These boxes debuted the new visual identity while spotlighting recent clinical study data that reaffirmed product efficacy. The packaging and accompanying materials were crafted to elicit excitement, reinforce trust, and encourage in-office trials.
In-Field Sales Materials
The team diligently redesigned a full suite of in-field sales materials with a refined, unified visual language aligned to the consumer brand. Every piece was carefully rewritten to sharpen core messaging and elevate key claims—removing clutter while preserving clinical rigor. These tools now empower sales reps to deliver clear, confident, and compelling conversations with HCPs.
Results
Reinvigorated provider brand perceptions through engaging designs, clear claims and impactful packaging.
Successfully extended a consumer-facing rebrand into the professional healthcare space and created a model for client internal teams and partners to model.
Delivered a cohesive HCP toolkit that balanced brand storytelling with clinical depth achieving positive in-field feedback for both clarity and quality.
Equipped sales teams with tools that improved confidence and message retention.
Enhanced HCP engagement with more interactive and visually compelling materials.
Summary
Cetaphil’s global rebrand provided an opportunity to reimagine its presence across all touchpoints—including those targeting healthcare professionals. Schaefer Advertising rose to the challenge by translating the refreshed brand identity into HCP-relevant communications that elevated both perception and performance. Through thoughtful design, clinical storytelling, and strategic delivery, we helped bridge the gap between style and science—ensuring Cetaphil continues to earn trust on both sides of the counter.
NEC Co-op Energy competes in a crowded, price-driven Texas market where most consumers see electricity as a commodity. As a member-owned co-op, NEC needed to boost visibility, grow enrollments, and clearly communicate why its community-first model is different. Schaefer was engaged to build an integrated campaign that would drive 3–5% annual member growth and reframe energy in human terms—showing the real value of choosing a co-op.
Goals
Increase awareness of NEC Co-op Energy in key growth markets through full-funnel marketing
Drive new member sign-ups with a target of 3% annual growth (stretch goal: 4–5%)
Deliver audience-specific messaging to address key needs and decision drivers
Differentiate NEC through co-op benefits like PowerPerks, Capital Credits, and community impact
Strategy
Schaefer developed a comprehensive go-to-market strategy centered around the idea that “Co-op Means More.” The campaign leveraged the inherent value of co-ops — shared ownership, community reinvestment, and financial benefits — and brought those to life through bold creative and human-centered storytelling.
At the core of this strategy was the defining insight that energy is invisible, providers feel identical, and rate-shopping can be transactional. NEC Co-Op Energy had the opportunity to make electricity feel human by elevating the emotional and financial value of belonging to a co-op community.
Through full-funnel tactics, we engaged audiences across the entire customer journey. Audience segmentation enabled tailored messaging by audience persona. And each persona received a tailored value proposition. For example, Retirees saw messaging about stability and Capital Credit payouts; Young Professionals received PowerPerks and savings-forward messaging; and Small Business Owners saw messaging about reliability and predictable budgeting benefits.
Schaefer implemented a responsive media mix that allowed for real-time optimizations and platform-specific creative enhancements to maximize performance and drive conversion.
Solution
Schaefer repositioned NEC Co-op Energy from a rate-based alternative to a true community partner, highlighting the real value of co-op membership. We launched an integrated campaign that reached consumers at every stage of the funnel with a unified, people-first message.
The campaign activated across paid search, direct response, connected TV, streaming audio, programmatic display, and social platforms to capture both high-intent shoppers and broader awareness audiences in key Texas markets. Email nurture and targeted media ensured each segment—from young professionals to retirees—received relevant, timely messaging.
All channels drove to a streamlined landing page that anchored conversions and supported continuous optimization throughout the campaign.
Creative Execution
The creative platform — “Co-op Means More” — used a flexible message architecture that made the complex co-op story feel immediate and personal. Built around words that begin with “co,” the campaign highlighted emotional and economic benefits alike: community, connection, collaboration, cost savings, and more.
As a linguistic device, the “co-” was more than a creative flourish; it served as a mnemonic system that reinforced shared ownership, grounded the brand in values of cooperation, and allowed messages to flex by audience while remaining unmistakably tied to the brand’s ethos.
From broadcast-quality CTV spots to thumb-stopping paid social, every asset aimed to make people feel the human side of energy. Visuals featured video and photos of real community members in everyday moments — families, neighbors, teammates — paired with bold headlines like:
“Power that pays you back”
“Perks that power passion”
“Wallet wins, funded by fun”
“Co-op means more for you and your community”
Video and static executions were adapted for every channel, ensuring consistency in voice while optimizing for performance. The design system leaned into vibrant colors, co-op iconography, and a warm, friendly tone that stood apart from traditional providers.
Outcome
By Q3, the campaign had delivered NEC Co-op Energy’s strongest performance to date — reaching new audiences at scale, increasing engagement across platforms, and driving measurable growth in membership.
From July to September 2025 alone:
The campaign generated 16.3 million impressions and 184,000 clicks — a +143% lift in impressions and +588% increase in clicks quarter-over-quarter
Paid media drove over 9,100 “Become a Member” CTA clicks via the NEC website
3,570 new member accounts were added in Q3 — the highest performing quarter on record
Performance by channel:
Paid Search led all conversion sources, accounting for nearly 20% of total activations
Meta campaigns delivered 17K+ clicks, a 29% increase QoQ, with cost-efficient performance across both B2B and B2C targets
OTT video achieved a 99.46% completion rate, while streaming audio maintained a 98% completion rate, reflecting high engagement in awareness channels
Since campaign inception in November 2024, NEC Co-op Energy has grown from 59,842 to 62,822 total accounts — reaching 5% annual growth and fulfilling the stretch goal months ahead of schedule.
More importantly, the campaign reframed NEC Co-op Energy’s role in the market, from a utility provider to a community partner, strengthening long-term loyalty and reinforcing the value of the co-op model for modern consumers.
Hoedown for Heroes is an annual celebration benefiting the American Warrior Association, dedicated to honoring the service and sacrifice of veterans, first responders, and their families. The event brings together the community for a night of heartfelt appreciation, lively entertainment, and Western charm.
Schaefer was tasked with creating a Save the Date and invitation suite that would capture the heart of the event—fun, festive, and full of gratitude—while maintaining a sense of authenticity and pride. The goal was to design a piece that didn’t just inform but embodied the Hoedown’s spirit: honoring heroes with style, sincerity, and a touch of Texas flair.
Bringing the Western Spirit to Life Through Design
To convey the event’s energy and authenticity, Schaefer looked to classic Western motifs and tactile design details. The team wanted to create an invitation that would feel both timeless and unexpected—something guests would want to keep long after the event.
Drawing inspiration from the craftsmanship of cowboy gear, the design centered around a boot-shaped invitation, complete with embossed detailing and a brass grommet that allowed multiple layers to fan open. Each insert—ranging in shades of cream, denim blue, and saddle brown—was shaped to match the outer form, creating a cohesive and interactive experience.
Complementing the invitation was a Save the Date card that introduced the event’s theme with a rope-inspired frame and bold Western typography. The restrained color palette and clean composition balanced rustic authenticity with modern sophistication, giving the suite a warm, welcoming tone that reflected the heart of the cause.
A Bold Vision Brought to Life
The final invitation suite blended handcrafted charm with refined precision. Six die-cut cowboy boots featured debossed details, echoing the texture of real leather. Layered interior boots carried event information, sponsorship opportunities, and donor acknowledgments.
Connected by a brass grommet, each boot slides out in an upward motion, implying the idea of dancing and further emphasizing the “hoedown” theme. A coordinating detail card with subtle illustrations and classic western iconography added another dimension of storytelling. The tactile feel of cotton paper and debossed accents, paired with thoughtful layering gave recipients a true sense of quality and care.
Beyond an Invitation—A Tribute to Heroes
From the moment recipients opened the envelope, the invitation set the tone for a celebration rooted in community and gratitude. Every detail, from the boot silhouette to the layered textures, was designed to honor the heroes the event supports.
The invitation didn’t just announce a date; it invited connection. It reminded guests why they gather each year—to stand together, celebrate service, and say thank you. Schaefer’s dedication to storytelling, design craft, and emotional resonance transformed the Hoedown for Heroes invitation into something far more than a print piece, it became a heartfelt tribute and a keepsake worthy of the people it honors.
Zoo Ball is the Fort Worth Zoo’s largest fundraiser, and every year Schaefer develops a creative concept for the theme that surprises and delights donors. This year marked the 40th anniversary—a milestone that needed to feel both celebratory of the Zoo Ball legacy and reflective of four decades of impact, while still delivering an unexpected creative twist.
A Concept Worth Celebrating
Schaefer spotlighted the anniversary itself—using the Roman numeral “XL” for 40, entwined with a snake illustration on a chartreuse background, that brought energy, excitement, and attention to the Zoo’s animals. The approach balanced commemoration with fresh, tactile design that stood apart from years prior.
Unfolding the Magic
This year, the Save the Date was an unfolded 8.5×11 piece, which made an immediate statement in the mail.
The Invitation elevated the milestone with foil, soft touch, and spot gloss finishes mimicking snake scales, creating a refined, tactile experience.
The microsite and auction guide carried the theme throughout, ensuring a cohesive journey for donors.
Impact in Every Detail
The 40th anniversary suite captured attention, celebrated “40 Wild Years,” and set a new creative benchmark. Guests were wowed by the intricate finishes and bold, celebratory design—proof of our ability to evolve Zoo Ball’s look and feel year after year.
When Texas Ballet Theater (TBT) opened its first true Dallas school location in the prestigious Preston Center area, the stakes were high. Schaefer was tasked with building awareness, driving pre-registration, and establishing the new location as the premier choice for ballet training in Dallas.
Changing Perceptions Through Storytelling
The challenge went beyond announcing a new school. Many local parents believed TBT was “too far” or “too advanced” for their children. Additionally, TBT wanted to expand its reach to include adult ballet and fitness classes, appealing to a broader demographic of dance enthusiasts in Dallas.
Schaefer developed messaging that emphasized accessibility, warmth, and opportunity—without losing the prestige of the TBT brand. We positioned TBT as:
Local and convenient to the Dallas-proper community.
A welcoming, growth-oriented environment for young dancers.
A unique destination for adults seeking high-quality dance and fitness training.
Executing a High-Impact, Integrated Campaign
Schaefer executed a full-funnel campaign designed to reach parents in a hyper-local radius of the new Dallas location. Media channels included:
Paid Search (Google) to capture high-intent parents searching for dance programs.
Paid Social (Facebook, Instagram & TikTok) with lookalike and interest-based targeting to reach dance moms where they spend their time.
Local Publication Partnerships (DFW Child, PaperCity, CultureMap) to build credibility and visibility in trusted community outlets.
Print Mailers & Window Signage to reinforce the message in the physical community.
The creative featured aspirational yet approachable visuals of young dancers, paired with clear calls to action to “Enroll Now” and messaging around TBT’s welcoming environment and professional training edge.
Capturing Attention and Driving Action
The results spoke volumes:
26,269 total sessions (+2,023.6%) and 20,501 new users (+6,621.6%).
10,632 engaged sessions (+1,056.9%).
1,232 “Enroll Now” clicks generated directly from campaign efforts.
1.6M impressions and 26.8K clicks with a 42.8% engagement rate.
Paid social (especially Facebook) drove over half of total website traffic, while search ads captured new audiences searching for non-brand dance terms.
Building Momentum, Expanding Reach
By strategically shifting perceptions and expanding programming to include adults, Schaefer transformed the launch of TBT’s Dallas school into a momentum-building success. The campaign didn’t just increase enrollment—it positioned TBT as a local leader in ballet education and adult fitness, building awareness of the school as a welcoming hub for dancers of all ages. The TBT Dallas launch proved that when insightful strategy meets powerful creative, the results go far beyond clicks—they reshape perceptions, drive action, and create lasting brand loyalty, turning a new location into a must-join destination for the community.
AllianceTexas is a 27,000-acre master-planned, mixed-use development in North Texas, developed by Hillwood, a Perot Company. Anchored by Perot Field Fort Worth Alliance Airport—the nation’s first industrial airport—the development stands as a global hub for logistics, real estate, and innovation.
This hub illustrates how Fort Worth’s central location, multimodal infrastructure, skilled workforce, and business-friendly climate attract and accelerate transformative industries. Within AllianceTexas, the Mobility Innovation Zone (MIZ) brings together infrastructure and technology to speed commercialization of next-generation mobility solutions.
Since 2020, Schaefer Advertising has partnered with AllianceTexas to advance marketing for both ATX Real Estate (ATX RE) and MIZ. Initially tasked with launching the MIZ brand, we developed the core positioning “Innovation from the Ground Up” to connect with executives, innovators, and investors.
As the MIZ’s profile grew, we recognized an opportunity: integrate the real estate and innovation narratives into a single story—one that positioned Fort Worth not just as a place to do business, but as a launchpad for the future.
Goals
Unify ATX RE and MIZ marketing under one brand platform while maintaining flexibility for industry-specific storytelling.
Support Fort Worth’s key target industries—advanced manufacturing, aerospace & defense, corporate & financial services, and mobility & logistics.
Elevate Fort Worth’s position as a national leader in mobility innovation with proven commercialization capability.
Increase engagement among brokers, site selectors, developers, and C-suite decision-makers.
Strengthen sales enablement with streamlined, brand-aligned tools.
Deliver robust reporting, actionable insights, and nimble optimization to ensure transparency and measurable results.
Strategy
Our approach recognized that AllianceTexas’ marketing didn’t require reinvention—it needed integration and amplification.
Building from a strong foundation, Schaefer Advertising designed a 2024 strategy that unified the ATX RE and MIZ narratives under a single core brand idea: Opportunity Thrives Here. This platform allowed AllianceTexas to speak to the full scope of its offering—real estate, logistics, infrastructure, and innovation—while still crafting sector-specific messaging where needed.
Key strategic initiatives included:
Integrated Brand Platform: Developed messaging and creative that could flex between broad brand-building and sector-targeted campaigns, allowing seamless support for industrial, office, retail, and innovation opportunities.
Website & CRM Alignment: Consolidated traffic-driving efforts to alliancetexas.com, using personalized landing pages, refined Salesforce/Pardot automation, and a more strategic content architecture to connect prospects with the right opportunities faster.
Paid & Organic Media Fusion: Unified media strategies across ATX RE and MIZ, optimizing campaigns to support both brand awareness and lead generation, while layering in site links and messaging for sector-specific discovery.
Innovation Emphasis: Amplified Smart Port and mobility innovation content to bridge the gap between thought leadership and tangible opportunity—helping the MIZ transition from theoretical promise to proven infrastructure.
Nimble Reporting & Optimization: Deepened performance reporting across paid media, web, email, and organic efforts to drive real-time optimizations, maximize ROI, and ensure full transparency with the AllianceTexas team.
At every step, the strategy was designed to balance two needs: maintain the distinct strengths of ATX RE and MIZ, while elevating the unified AllianceTexas brand story to meet its next phase of growth.
Solution: Delivering a Seamless, Impactful Experience
With the strategy in place, Schaefer moved quickly to operationalize and activate the plan. For prospects, the experience became frictionless: targeted campaigns funneled users to tailored landing pages with clear calls to action. For brokers, site selectors, and industry stakeholders, new sales materials and automated communications made it easier to stay engaged with AllianceTexas opportunities. Internally, automation replaced manual effort, providing the ATX and MIZ teams with more time, better insights, and stronger tools.
Above all, AllianceTexas was empowered with a marketing system built for scalability, performance, and growth.
Results: Driving Business, Fueling Innovation
Where vision meets real-world impact.
The unified marketing strategy helped elevate AllianceTexas not just as a place to build—but as a place to launch the future. From manufacturing and defense to rare earth magnets and autonomous mobility, companies are choosing AllianceTexas to commercialize at scale.
Real Estate Momentum: Jobs, Expansion, and National Recognition
Bell Textron Inc. broke ground on a $632 million manufacturing facility in AllianceTexas that will produce the U.S. Army’s next-generation V-280 Future Long-Range Assault Aircraft. The project is expected to create 520 full-time jobs and was the first investment in Texas through the new JETI state incentive program.
Southwire opened a 1.2 million-square-foot customer service center, bringing 250 new jobs to the development.
Henry Schein, a health care distributor, opened a new facility in Alliance that created 300 new jobs.
Aircraft Spruce & Specialty Co. launched a 38,000-square-foot distribution center, more than tripling its North Texas footprint and reinforcing AllianceTexas as an aviation hub.
Commercialization in Motion
MP Materials established the first fully integrated rare earth magnet manufacturing facility in the U.S. right in AllianceTexas. The site will supply magnets to General Motors EVs, supporting domestic supply chain restoration for a sector long dominated by China.
Torc Robotics, a subsidiary of Daimler Truck AG, selected Alliance as its North American autonomous trucking hub—a 17-acre site with 22,000 square feet of offices and a fleet ops center, representing a major step toward the commercialization of self-driving freight.
Aerolane, a next-gen cargo logistics company, established its flight operations HQ at Perot Field, using the MIZ as a testing ground for its autonomous cargo glider system.
AllianceTexas also attracted AVX Aviation, Embraer Aircraft Maintenance Services, and Clevon, solidifying its role as a magnet for transportation and aerospace innovation.
Talent Pipeline + Workforce Development
Tarrant County College’s Erma C. Johnson Hadley Center of Excellence for Aviation, Transportation, and Logistics has produced 1,200+ graduates and continues to grow, offering industry-ready training in aviation, aerospace, and supply chain fields—all located within AllianceTexas.
Digital Engagement & Campaign Performance
While the true ROI lies in tenant wins and infrastructure growth, the marketing program also delivered tangible digital results:
121,397 total pageviews and 70,436 sessions in 2024
54,825 new users, with a 51.08% engagement rate
Real estate-specific campaigns yielded a +115% increase in users and +112% session growth year-over-year
MIZ content drove a +47% increasein engaged sessions, even as media spend decreased by 78%
Big moves need more than awareness—they need alignment.
Schaefer helps brands like AllianceTexas turn complexity into clarity and strategy into measurable growth. If you’re ready to drive impact at scale, we’re ready to get to work.
Let’s build something that lasts.
Featured Case Study
Innovation from the ground up
Mobility and innovation districts are places where pioneers make critical advancements in logistics and supply chain modernization. It’s also a place where technology breakthroughs are developed that can affect billions of people. They are critical to advancing how consumer and…
Every holiday season, the Fort Worth Zoo gives people two ways to give something more meaningful— 1) memberships that unlock a year of Zoo adventures and 2) adoption packages that support the care and feeding of Zoo animals. But keeping the campaign fresh, relevant, and exciting year after year—while still driving results—is no small feat. In 2024, the Zoo leaned on Schaefer once again to make that magic happen, and this time, we focused even more on the impact behind every gift.
Rooted in Purpose, Refined by Data
We took a more mission-driven approach, focusing on the deeper impact of each gift. With the campaign headline “Share the Wonder, Support the Wild,” we highlighted the joy of giving and the tangible support each purchase contributes to the Zoo’s conservation efforts.
To reach more high-intent gift-givers, we employed a full funnel media plan, including OOH, paid search, paid social, email, display, and publication placements, while layering in new strategy — including, but not limited to:
Addressable geofencing to target households based on census and demographic data
An extra Cyber Monday email to tap into deal-seeking holiday shoppers
Mid-campaign budget and media optimizations to boost performance
Making the Mission Tangible
We led with gifted memberships as the hero offer, positioning animal adoptions as the cherry on top — complete with an animal plush and coloring kit. Creative assets leaned into emotion and mission, from dynamic carousel ads to emails that reinforced the dual benefit of every gift.
Behind the scenes, we monitored performance daily and weren’t afraid to adjust in real-time. When we saw a dip mid-flight, we reallocated dollars, refreshed messaging, and fine-tuned our media approach to finish strong.
Impactful Messaging, Strong Results
Ultimately, the campaign rallied to deliver big:
Gift membership sales exceeded goal by 13%
4% YoY revenue increase
283K+ clicks and 9.7% CTR across all channels—well above industry benchmarks
Meta carousel ads drove 1.17M impressions, 14.5K clicks, and 14.7K engagements
At Schaefer, we like to stay nimble and take a hands-on approach to managing media campaigns. And with this Holiday campaign, our team made fast, strategic adjustments that pushed the campaign across the finish line—and then some.
Rising to the Challenge: Exceeding Ambitious Goals for TBT’s The Nutcracker
Texas Ballet Theater set higher-than-ever ticket goals for their 2024 performance of The Nutcracker, creating an exciting challenge for us at Schaefer. With increased expectations compared to the prior year, our task was clear: exceed these ambitious targets. Adding to the complexity, fewer pre-Christmas performances were scheduled, making it more difficult to hit our goals during the critical early sales period. Despite these challenges, we knew that The Nutcracker ticket sales are vital for funding TBT’s year-round productions, and rose to the occasion.
Optimizing Strategy for Maximum Impact
We crafted a strategic plan that balanced tried-and-true tactics with new optimizations to drive results. By targeting the right audience through paid search, social media, display, TV, and email, we ensured that every marketing dollar worked harder. Our focus was on refining audience segmentation and utilizing retargeting strategies, especially with urgency-driven messaging designed to boost conversions. We also placed a strong emphasis on media optimization, ensuring that our tactics captured valuable prospects. With creative content across social media platforms like TikTok, Facebook, and Instagram, we aimed to maximize engagement and reach the right people at the right time.
Transforming Media Strategy into Unmatched Results
Our media strategy paid off in a big way. Paid search, the star of our campaign, generated an impressive $730K in revenue with a stellar return on ad spend (ROAS) of 13:1. Social media efforts made a significant impact as well, driving over 7.3 million impressions and 77,000 clicks with a 1.86% click-through rate. On TikTok and Facebook, ads resonated with the audience, while display and streaming video ads kept engagement high. Email and text campaigns also played a crucial role in pushing conversions, achieving a remarkable 18.28% CTR for text messages and a solid 13.94% for emails. Through strategic optimization and a combination of media channels, we created a seamless experience that kept sales momentum strong, even in the face of the slower start.
Delivering Historic Success: The Nutcracker Exceeds all Expectations
The results were nothing short of remarkable. We exceeded our revenue goals by 19%, with total tickets purchased near 52,000 (120% to goal). Not only did we surpass our original ticket sales targets for both Fort Worth and Dallas, but we also delivered the highest sales for The Nutcracker in TBT’s history. This campaign not only demonstrated our ability to rise to the challenge but also set a new benchmark for success. With our creative strategy, smart targeting, and optimized media plan, we helped TBT achieve its most successful Nutcracker season ever.
