Schaefer Advertising Co.

Creative

Using BigFoot to tease a big reveal. 

Situation 

Within the eyecare industry, the idea of interventional glaucoma treatment has been categorized as an elusive myth for years. ViaLase developed a game-changing system designed to leverage two proven technologies to create a new, non-invasive approach to glaucoma. When this new system is approved by regulatory agencies, the myth will finally become a reality. Therefore, our client needed a campaign that would create attention and support a successful launch of the new concept.

Goals

  • Develop materials needed for a successful brand launch
  • Develop a highly visible campaign that would cut through the clutter of a crowded market 
  • Rapidly generate brand awareness
  • Explain the fundamental technology behind the device
  • Solicit interest and inquiries from qualified leads
  • Provide meaningful measurements of the campaign results

Strategy

Schaefer Advertising responded with a showstopping, attention-grabbing campaign that used teaser imagery of a Sasquatch, or “BigFoot”, creature to convey that the “mythical creature” was finally here – and real. The sheer uniqueness of the concept was a huge and dramatic departure from the cold, clinical ads embraced by other players in the industry. 

Solution

An integrated campaign was launched that included paid search, organic social, email, and digital display on well-known industry publications and websites. Each medium enabled the client to tell its story and document the response rates as viewers clicked through for downloads, demos and landing-page visits. 

Vialase yeti display ads

Results

By leveraging paid search and strategically-chosen publication placements (such as newsletters, e-blasts, ROS banners, and sponsored social posts), the campaign achieved noteworthy results within the first three months of launch.

  • Website tracking identified 98% new site visits, with an impressive 53% engagement rate
  • High clickthrough rates 
  • And, most importantly, awareness started with a bang, with healthy responses from an elite and highly-qualified audience of eyecare and glaucoma specialists
Sessions

15,864

New Users

13,771

Pageviews

17,130

Engagement Rate

53.42%

Vialase yeti print ads

Summary 

The launch campaign accomplished its primary goal of driving brand awareness among surgeons for ViaLase and its innovative design.  And, in addition to gaining insights into paid search performance, the client began to forge strategic partnerships with leading industry publications. The geographic spread and engagement metrics highlight the campaign’s effectiveness in reaching a qualified audience, setting a strong foundation for future marketing efforts.

Overall, the campaign was another example of Schaefer’s ability to combine solid knowledge of healthcare markets and attention-grabbing creativity to tell a cohesive and relevant brand story.

The Nutcracker ballet is a timeless performance that has delighted audiences for more than a century. Over time, it has cemented its place as a beloved holiday tradition and one of the most popular ballets of all time. Each holiday season, Texas Ballet Theater (TBT) stages 35 performances between Dallas and Fort Worth, which sets the tone for ticket sales throughout the season. For some ballet companies, sales from The Nutcracker make up more than 85% of a company’s ticket revenue for the season. While its popularity makes it easy to sell performance tickets, The Nutcracker also creates a unique opportunity to attract a broader audience to experience the art of ballet. 

As the agency of record for the past six years, Schaefer Advertising has helped TBT increase ticket sales year-over-year to make The Nutcracker a revenue powerhouse. Fresh off a record-setting year in 2022, TBT increased its goals for 2023. 

To meet the new goal, our team acted quickly to implement new optimizations that leveraged our current campaign assets, made strategic recommendations for TBT-owned channels, and proposed a few incremental options to get in front of new attendees. A peak-valley-peak approach to paid search led to higher revenue for lower costs, making paid search a key driver of conversion revenue. The coordinated email marketing campaign launched in late November ranked second in revenue generation. 

Texas Ballet Theater Nutcracker Assets

Results

The Nutcracker campaign concluded its 2023 run with record-breaking revenue and ticket sales, surpassing each previous year’s revenue and 2023 goals for both Dallas and Fort Worth. Total revenue closed at 120% to goal, with online sales specifically growing revenue by over 30% from last year.

2023 Goals

Revenue: $2,639,534
Ticket Sales: 36,080

2023 Actuals

Revenue: $3,237,384
Tickets Purchased: 47,056 

Campaign ROI

12:1

Texas Ballet Theater Social Media Assets
Texas Ballet Theater Display Posters
Texas Ballet Theater Nutcracker Website
Texas Ballet Theater Nutcracker Website Full Size
December 13, 2023

The Foundation for Good

The North Texas Community Foundation (NTCF) is a Fort Worth-based philanthropic organization committed to driving meaningful change through charitable investment in North Texas. With a strong reputation, deep community knowledge, and tailored services, NTCF helps high-net-worth individuals structure their philanthropic giving for immediate impact and long-term legacy.

Logotype

Challenge

As a central figure in the community with a wide range of audiences and causes, NTCF needed a way to articulate their offerings to specific audience sets with very different wants while positioning their own brand for growth. In addition, they needed to improve their user experience online to better meet the demands of visitors.

North Texas Community Foundation Website

Tailoring the message

NTCF is beholden to not one but three separate audiences – fundholders who support charitable giving, professional financial advisors whom NTCF partners with to manage donor funds, and nonprofit leaders who leverage grants and gifts to proactively respond to the needs within the community. While the driving purpose and service offering are the same across all partners and clients, it’s crucial to shape messaging around the intended audience. 

Brand Family for North Texas Community Foundation

We started the process by first establishing a brand archetype – NTCF is a Caregiver – and letting that lead to a clear and compelling brand position and purpose. This step helped cement NTCF’s mission to drive meaningful change, unify the internal team and motivate all partners to advance toward a shared future. Next, we tailored key messages to resonate with the distinct needs and priorities of each audience. From cross-functional partners to clients and community stakeholders, brand messaging is tailored to the unique perspectives of each audience. 

Flyer for NTCF

Design with a growth mindset

To further illustrate the Caregiver archetype, we evolved the brand identity to better mirror the trust, support and service NTCF is known to provide. From logo to photographic styling, we created a comprehensive design system that perfectly encapsulates the brand’s dynamic service offering. The vibrant yet strong color palette features navy, periwinkle and complementary shades of yellow, orange and blue to balance optimistic and approachable with the more intuitive and assertive sides of the NTCF brand. In addition, we expanded creative assets to offer more versatility and the ability to grow with the brand. 

NTCF Brochures

Creating a seamless experience

A website acts as a front door to your organization, and NTCF could benefit from a more inviting user experience.  The previous website structure was dense and the navigation was choppy, leading to confusion and cognitive overload for site visitors. On the back end, employees lacked the ability to easily create, modify and publish content. 

NTCF Website

To provide current and potential fundholders with an enhanced experience, we restructured the new site to reduce page count, minimize clicks and better guide visitors to the information they were seeking. We also developed a custom content management platform, empowering the internal team with the tools needed to edit and manage their site without extensive coding knowledge.

NTCF Website Pages

Results

Developing an impactful brand strategy and tailoring every message to suit the intended audience allowed NTCF to better communicate their purpose and address a multifaceted branding challenge from a foundational level. The new brand identity also aligns each audience with the overarching vision of NTCF and positions the brand for success and growth. 

A more intuitive website improved the user journey while empowering the internal team with the ability to easily develop and manage brand materials and content. When compared to the previous year, the new website saw outstanding results:

  • 28% increase in visitors 
  • 7% reduction in bounce rate, illustrating users found the site more relevant
  • 21.7% increase in page views, indicating stronger user engagement post site launch

Data measured from Feb 2021-Aug 2021 and Feb 2022-Aug 2022.

December 13, 2023

A Year of Triumphant Splendor

Direct Mail - Texas Ballet Theater

Setting the Stage for Success

Every year, Texas Ballet Theater (TBT) launches a season filled with a combination of performance styles, from mixed repertoires to storybook ballets to the beloved holiday tradition, The Nutcracker. And each year, the organization builds revenue goals based on factors such as previous success, attrition, new-to-file trends, name recognition and more. In the last few years, all performing arts organizations have been rebuilding after, for some, more than a year of no programming. It is more critical than ever that these goals be met, which is a challenge we do not take lightly.

Texas Ballet Theater Emails

Benefits of a Integrated Campaign

As TBT’s agency of record for over five years, we have the pleasure of guiding the organization strategically through a merriment of creative and media targeting each year. This level of integration is ideal, as it allows the team to work on one cohesive plan for success and be proactive with optimizations along the way. We cannot overstate the importance of messaging, design and ad placement all aligning to drive success.

With a robust overarching season revenue goal as well as individual performance goals, we knew this year needed to be on point. Pun intended.

Type Treatments - A Year of Splendor Texas Ballet Theater
Texas Ballet Theater Brochure - A Year of Splendor

A New Creative Solution

Each year we establish the creative concept for the season which reflects the individual performances, incorporates artistic direction from TBT and provides a consistent look for the entire season. This season, we created custom typography for each performance title to elevate the distinct nature of each performance and provide an additional asset that incorporated elements from the storyline or theme of each ballet. The titles were paired with a wash of color for each performance, and when viewed together created a vibrant kaleidoscope that reflected the varied nature of the range of performances. The ability to utilize a key color and title treatment to support individual performance campaigns beyond dancer imagery alone gave our team a broader range of assets to leverage across mediums.

Texas Ballet Theater - Alice in Wonderland Social Assets
The Nutcracker Performance for Texas Ballet Theater

What We’ve Learned

A benefit of the tenure of our relationship with TBT is that we are able to learn more and evolve every year. We always tell new clients that they are the experts in their field, and we are here to learn and assist. But as we learn more year over year, we build industry expertise that becomes invaluable.

What we continue to see is that video outperforms static ads, which is no surprise when you are promoting a moving art form. We also know that the more digital assets you have, the more opportunities you have to improve visibility, engagement and the overall effectiveness of each deliverable. Video content can be costly to produce, so we focused on creative solutions that maximized the available resources. By incorporating animation, we were able to support each performance with repeatable textures that expand our campaign assets.

Because of this, we were able to produce more formats and sizes to test against each other by incorporating animations and movement in post production. Additionally, we chose to sunset some static ad units in order to focus on video.

Enhancing Ticket Sales

From a media perspective, we adjusted flighting to focus on awareness tactics early and conversion tactics during peak ticket sales, which is traditionally within the final weeks of the promotion.

We also implemented an institutional campaign throughout the year to boost awareness and increase website sessions unrelated to ticket purchases, which in turn allowed our retargeting pools to grow and improve our ticket sale campaigns.

Texas Ballet Theater Season on the Website

Where We Landed

While we are delighted to see the success of last year come through, it was with intention that our team set out to achieve and surpass these revenue and new ticket buyer goals. The Year of Splendor proved to be successful all season long, seen most notably in The Nutcracker & Alice in Wonderland performances, where goals in both Dallas and Fort Worth were exceeded.

  • Final revenue exceeded annual goals by 24%
  • Final revenue increased from previous year by 25%
  • Opening the season with a new work (which is inherently more challenging to sell due to no name recognition), ROAS was 5:1
  • The Nutcracker in Dallas finished at over 140% to goal
  • The season closed with Alice in Wonderland which had almost 10,000 patrons attend clearing goals by over 30%

Promoting a new season each year has its fair share of challenges, and that’s what keeps us going. We’re proud to be a long-standing partner of Texas Ballet Theater and can’t wait to share in their continued success for years to come.

The Nutcracker Signage and Emails for Texas Ballet Theater
December 5, 2023

A Gift Above the Rest

Zoo Holiday 2022 Billboard

Driving Holiday Revenue for the Fort Worth Zoo

As the holiday season approached, Schaefer faced the familiar challenge of driving revenue for the Fort Worth Zoo through membership and adoption gift purchases. In a marketplace brimming with options, our task was to set the Zoo apart and exceed year-over-year revenue goals for an offering that had remained consistent for a long time. Our strategy focused on positioning the Zoo’s offerings as unique and meaningful gifts, highlighting the value of membership while also reiterating the experiential aspect of these presents.

Fort Worth Zoo Holiday Social Graphics

Positioning for Audience Impact

Emphasizing memberships over adoptions in both messaging and media was key to maximizing revenue. The campaign aimed to convey that the Fort Worth Zoo offers versatile gifting options, from a tangible present for under the tree to a membership for year-long experiences.

We know that the target audience, composed of Zoo-goers and potential members, already enjoy visiting the Zoo with their families. However, they might not have initially considered Zoo memberships or adoptions as compelling gift choices. The campaign’s goal was to shift the audience’s perception, portraying Fort Worth Zoo memberships as a perfect holiday gift due to their numerous benefits, including unlimited admission, free parking, discounts and access to special events. Zoo adoption packages, featuring plush animals, certificates, coloring kits, and more, not only make for delightful presents but also support animal care and conservation efforts. These offerings were positioned as experiential gifts that fostered a lasting connection to the Zoo, encouraging family enjoyment throughout the year.

Fort Worth Zoo Holiday Emails

Showcasing a Unique Gift Experience

Creatively, we met the challenge of maintaining freshness for a campaign that recurs annually as well as distinguishing the campaign in a crowded holiday market. Unconventional elements took the spotlight, with a memorable neck-bending giraffe as the hero visual and playful copywriting like “A Gift Above the Rest” as the primary headline. The campaign also tapped into the universal appeal of baby animals by featuring the recent giraffe births through secondary imagery and messaging to visit the Zoo often while the babies are still small.

Additional supporting imagery featured the immersive membership experience and the physical adoption package complete with plush animals. This comprehensive visual approach provided a well-rounded perspective of the gift options.

Fort Worth Zoo Social

Results

As a result of the strategy, creative concept, and media plan working in sync, the campaign was wildly successful. We succeeded in setting the Zoo apart in the bustling holiday market and surpassing revenue goals for both gift offerings. 

  • New and gifted memberships in 2022 were almost triple in quantity and revenue as compared to both goals and previous year sales.
  • Return on investment for the campaign as a whole was nearly 10:1.
  • Emails were the top-performing channel, driving a 69% increase in revenue over 2021, led predominately by a Black Friday sale.
  • Paid Media generated significant brand awareness, serving 9.6M impressions (37% YoY increase). Paid Social drove nearly 5.9M impressions (141% YoY increase).

In conclusion, Schaefer’s ability to break through the saturated holiday market with a creative and strategically aligned media plan led to an exceptional year-over-year increase in revenue. The campaign not only met, but exceeded goals, emphasizing the power of unique creative and effective media planning in achieving outstanding results.

December 4, 2023

In pursuit of excellence

Nestled in the heart of Fort Worth, Texas, Colonial Country Club stands as an iconic institution with an unwavering commitment to excellence and timeless traditions. Founded in 1936 by Marvin Leonard, the club offers a distinctive private club experience that fosters a strong sense of community. With a rich history in championship golf and a dedication to creating unforgettable moments, Colonial embodies unparalleled luxury and camaraderie.

Revitalizing tradition for Colonial Country Club

In 2023, the club found itself at a pivotal moment, embracing the desire to redefine excellence and embody a new era without forgetting their historic past. This ambitious journey began with an extraordinary renovation project, breathing new life into the esteemed championship course.

The transformation extended beyond the greens as Colonial invested in an array of exciting amenities, embarking on a revitalization journey to align their brand with the club’s updates. Recognizing this opportunity, Schaefer Advertising partnered with Colonial to refine and update their marketing and messaging, ensuring effective communication with a shared commitment to tradition and innovation.

Colonial Brand Imagery

The path to success is empowerment

Working closely with the internal staff at Colonial, we understood the significance of helping the team to define the authentic voice of the brand and building the necessary tools to support business objectives. Colonial’s strategic marketing initiatives focus on three primary goals:

  1. Increasing awareness and perception among targeted prospective members to generate a consistent waitlist of high-quality prospects,
  2. Enhancing member engagement to foster loyalty and advocacy, and
  3. Boosting club revenue through increased event sales. 

To achieve these objectives, Schaefer developed a comprehensive marketing strategy that presented findings from a digital platform audit and brand messaging exercise, as well as provided platform-specific optimizations, culminating in a holistic digital ecosystem approach for the internal team to utilize as a road map to support and elevate Colonial’s marketing endeavors. 

Uniting past, present, and future

To elevate the essence of Colonial’s brand, we embarked on an extensive brand refresh that began with a meticulous exploration of the club’s unique attributes and a thorough brand landscape assessment. This approach identified key differentiators and core values that set Colonial apart. Establishing the brand archetype and positioning recommendations, Schaefer recognized that Colonial’s messaging should center around the unwavering pursuit of greatness, beautifully capturing the club’s rich history and unyielding commitment to excellence. This masterful process of brand archetyping and positioning culminated in the development of the club’s brand story, a compelling narrative that artfully united the past, present, and future.

Colonial Country Club Messaging

Building upon this solid foundation, we crafted a cohesive visual system that seamlessly unified the brand while accommodating flexibility for its evolving identity. A comprehensive brand style guide was introduced, offering clear guidelines to the team and serving as a valuable tool for external communications, ensuring consistent brand alignment across all touchpoints. To capture the true essence of Colonial, Schaefer directed and produced photography and video shoots featuring real club members, thus curating an authentic content library that would enrich the future website and all brand materials, beautifully reflecting the genuine spirit of the club and its cherished traditions.

Elevating Colonial’s digital presence

Alongside the visual transformation, Schaefer undertook the crucial task of redesigning Colonial’s website to realign with the club’s prestigious history and standing. Our expertise came to the forefront as we crafted a visually stunning and user-friendly design that successfully communicated vital information while elevating the overall user experience. Through a development partnership with MembersFirst, the website became a powerful tool in supporting awareness, engagement, and lead-generation objectives, providing an app and private portal for members. Schaefer’s thoughtful approach, in tandem with Colonial’s rich heritage, gave rise to a website that now stands as a befitting window into the club.

Colonial Website Examples

Outcome

The collaboration between Schaefer and Colonial resulted in a stronger brand presence that honored the club’s legacy as well as their future. The consolidated brand provides a consistent experience for current and potential members, reinforcing Colonial’s position as a pillar in the community. The revitalized brand strategy and web presence articulate the Club’s forward-thinking nature, appealing to both a global audience in search of elite golf experiences and creating a home away from home for local members. By providing the internal team at Colonial with the necessary tools and support, Schaefer empowered them to effectively communicate the brand’s voice and usher in a new era of success.

Developing sales support materials that are on time, on budget — and on the mark.

Situation

Galderma, a leading manufacturer of OTC and prescription skin care products, had developed a new formula aimed at helping teenagers fight acne. The new product’s launch faced two challenges: First, it had a new and unique Mechanism of Action (MOA) that needed to be communicated to dermatologists and other healthcare professionals (HCPs). Second, a limited budget restricted the options that their large global brand agency was able to provide.

Goals

  • Support the new brand launch of Twyneo
  • Distill key product information and prepare highly memorable assets
  • Expand the reach of launch budget by providing better value than larger global agencies
  • Encourage HCPs to write Twyneo for teen acne patients by clearly differentiating the product

Strategy

At the core of the product’s efficacy was a microencapsulation technology that combines tretinoin and benzoyl peroxide (BPO). Both molecules have proven efficacy for the treatment of acne but had never before been combined into one formulation. The goal of the initiative was to equip the sales reps with materials that could simply outline and educate how microencapsulation works on the skin, to an audience of HCPs.

Twyneo Sales Aid

Solution

Healthcare professionals tend to be busy people, and the solution needed to communicate quickly and effectively. Schaefer designed a compelling sales aid that used custom die-cut and pop-up images to clearly show how encapsulation worked, and how it set Twyneo apart from other products on the market.

A complementary animated video brought the MOA to life and used Key Opinion Leaders for narration. Schaefer created a visual tool that did the heavy lifting of differentiating the product, while working within the brand’s existing graphic standards.

These effective, engaging sales tools enabled the reps to make a visually compelling case for how this never-before-seen combination of molecules provided HCPs — and their teen patients — with a new solution for moderate to severe acne.

Twyneo Close Up Sales Aid

Results

Working on a tight timeline and narrow budget, Schaefer:

  • Developed a suite of sales resources (innovative sales aid and MOA video) that equipped the sales team for a successful product launch.
  • Highlighted the unique and innovative nature of the new product
  • Supported successful first-year adoption through in-person sales  

Summary

By working within the client’s budget and timeline, Schaefer provided a level of value and quality that extended the client’s budget far beyond the capabilities of a large, global agency. Our “right size” agility and flexibility enabled us to mobilize quickly, and develop distinctive, memorable launch assets that led to a successful adoption curve with HCPs.

For a leading third-party manufacturer, rising above the competition began with a new marketing campaign.

The Situation

Argon Medical Devices came to Schaefer with a need to create awareness for its brand and various product lines. Its key objectives included elevating awareness of Argon Custom Product Solutions (CPS), a division that offers private label and third-party manufacturing capabilities to clients.

Goals

  • Increase awareness of the Argon corporate brand and Argon CPS brand
  • Educate and engage a global Original Equipment Manufacturer (OEM) audience
  • Generate qualified leads at the top of the funnel to handoff to the sales team
  • Build loyalty and differentiation with precise, customer-centric messaging

Strategy

Argon CPS faced two crucial challenges: First, its awareness in this crowded market was low. Second, in a sector that is heavily driven by price, Argon CPS needed to position itself as a premium brand that brought greater value to customers through an unmatched mix of expertise and capabilities.

Solution

Schaefer developed a strategic campaign that differentiated Argon CPS by promoting its superior level of service, quality, and customization. The new tagline “Build It Better” laddered up to and tied-into the existing Argon corporate brand messaging.

Core messages highlighted attributes such as design and testing capabilities, US-based manufacturing facilities, and Argon’s ability to collaborate with client product development teams. Campaign graphics used upscale visual patterns to underscore the client’s endless customization capabilities and showcase specific product categories.

We then deployed a media strategy for email, social media, digital and online industry publications that carefully homed-in on a global audience of manufacturers and decision makers. Careful audience targeting ensured minimal waste — and maximum results.

Results

Our digital and email tactics carefully targeted recipients by geography and title, allowing us to track campaign results with a high degree of accuracy that: 

  • Generated more than 36K website sessions from 31K+ new users
  • Achieved 3.3 million targeted impressions in less than one year
  • Achieved a 6% Paid Search click-through rate, 1.8x the industry benchmark
  • Launched 463K emails, opened by 20% of recipients
  • Tracked clicked-through rates of prime prospects, including Marketplace Optimization (MPO) click-through rates of .86% 
Argon CPS Email

Summary

Differentiation is always important – especially in categories driven by price or viewed as commodities. By elevating Argon CPS above the industry norm, we strengthened its appeal to higher-end device manufacturers who value quality, service and collaboration.

A client shifted its market focus — and needed a new brand to support it.

Situation

A client with a long history in the ophthalmology space found itself at a crossroads: It had established a reputation as a leader in osmolarity testing, but planned to expand into the broader realm of corneal health. It made a bold decision to rebrand from the foundation up – including changing its name.

trukera logos

Goals

  • Successfully navigate the company through this crucial transition
  • Develop a new name aligned with the company’s goals
  • Create a new logo, identity package, brand guidelines and graphic standards
  • Relaunch the brand with a campaign that explained the new name, communicated the expansion into corneal health, and elevated the company’s brand presence
  • Launch the new brand in time for an important annual trade show

Strategy

Equipped with an extensive depth of experience in the vision and ophthalmology space, Schaefer drew up a plan to move the client forward quickly. We began to develop the new name and identity, while simultaneously crafting the preliminary advertising concepts and media strategies. Executing these efforts in tandem would enable us to meet aggressive deadlines and accelerate time to market — while ensuring that everyone had adequate time for development, review and revision of all the pieces of the puzzle.

images of eyeballs

Solution

The company relaunched under the name Trukera, derived from “true + cornea”. This enabled Trukera to emphasize its total commitment to corneal care in bringing solutions to market that help providers objectively diagnose, manage and advance the health of the cornea. The color choice behind the logo’s green color palette was especially intentional, as a nod to the coloring of a healthy cornea found on a topographic map.

The new advertising campaign unveiled the company’s evolved focus with a memorable tagline: It’s amazing how much rides on something so small. The accompanying images depicted the 12mm diameter of the average cornea.

Along the way, Schaefer added touches to lift the client’s advertising above the competition. For example, we chose a color scheme that broke the sea of blue that typified the industry. In addition, our creative executions diverted from the industry norm of depicting close-up images of the eye. The result: Bold, simple and clear creative that cut through the clutter.

Results

By pursuing the naming and creative portions of the assignment in tandem, Schaefer helped the client launch in time for the annual American Academy of Ophthalmology (AAO) show. The new name and strategy garnered a positive response from both new and existing customers.

trukera callout

Summary

Schaefer leveraged expertise in healthcare, brand strategy, and design to move the client forward quickly, and differentiate them from a crowded landscape of “look alike” brands. By clearly defining its focus and standing apart from the clutter, Trukera is on a solid path for staking out its territory in the realm of corneal care.

Bringing the conversation to light around depression and suicide so that no one suffers in darkness

In 2014, the Jordan Elizabeth Harris Foundation was created on the principle of bringing the conversation to light around mental health, specifically depression and suicide, after the tragic loss of Jordan Elizabeth Harris. Suicide is the 12th leading cause of death in the United States with approximately 1.2 million suicide attempts every year. Yet the stigma around depression and suicide remains. In order to fight these harrowing statistics, Schaefer had the honor of partnering with the JEHF in 2022 to support and promote their second Light the Trail Ride.

Light the Trail Biking

The Ride: A 1,800 mile journey of hope

The Light the Trail Ride is a cross country biking excursion that is supported by riders and donors who wish to pledge their time and support to bring awareness and reduce the stigma of depression and suicide. It is the cornerstone effort of the JEHF and the ride strives to encourage supporters to share their stories and give others all over the country a safe place to speak about their experiences with mental health. Between the two rides in 2017 and 2022, The Jordan Elizabeth Harris Foundation has raised significant funding and awareness around the gravity of this topic and been able to support continued research focused on treating depression, suicide prevention training, creating resources and facilitating education opportunities. 

Couple of cyclists for light the trail
L: Charlie Howlett, Deb Zinderler (Z2 Marketing) and Cory Zimmerman (Z2 Marketing)
R: Tom & Ellen Harris, Founders of the Jordan Elizabeth Harris Foundation

Schaefer had the privilege of serving as the marketing partner of LTTR to promote their second ride in 2022. They came to us with a challenge in lack of awareness and support of the their efforts, and we were able to work together through strategic planning, digital asset development and collateral material creation to re-launch the Ride because it aligns with our values as an agency and we were able to share our expertise and skillset. In addition, Schaefer saw the opportunity to bring this crucial event to life in the eyes of more people through a documentary film and trailer. Available budget was an obstacle, however Schaefer was compelled to support this initiative and solicited a like minded partner out of Milwaukee, WI called Z2 Marketing who was willing to provide supporting video production services in exchange for involvement with this powerful initiative. Schaefer was able to donate the remainder of investment to continue bringing the Light the Trail mission to life. What followed was the production of a documentary that captures the riders along their journey in addition to their own personal, compelling stories. This video further advances the mission of Light the Trail and the Jordan Elizabeth Harris Foundation, and Schaefer’s goal through these collective efforts was to walk alongside this inspirational team to make their event a success and champion their cause.

Cycling Group light the trail

User experience and activation of the #Ride4 effort

Another key motivator around the effort is the promotion and honor of the #Ride4’s of each rider and the community at large. This is a unique way that the riders and the foundation overall can bring the stories forward of loved ones whos lives have been tragically taken as a result of suicide. Schaefer had a unique opportunity to strategize the best way to promote the submission of Ride4’s and prioritize their position on the website to encourage form fills and subsequent promotion of these empowering tributes on the LTT social media pages. 

Cycling Group light the trail

Schaefer implemented numerous functional and user experience updates to create a more seamless tool to promote and accept donations in advance of the ride, as well as encourage Ride4 submission and sponsorship form fill. In addition to these optimizations, Schaefer also streamlined the Foundation’s existing CRM to further encourage passionate individuals to get involved with the next Ride and the Foundation overall. 

Light the Trail Website mockup

Elevating the user experience and showcasing excellence

In addition to digital services, it was important to the client that Schaefer provide traditional marketing services that properly married the digital presence with the real life iteration of the brand and its mission. The Schaefer Account Service and Creative team worked closely alongside the Foundation’s team to ensure a delivery of marketing support materials that communicated the very real impact that mental health has on people and manifested this in printed one pager material, bike shop promotional flyers, and a rebuild of the LTT primary logo for 2022 that would support ongoing efforts for the team internally as they navigated the route in real time.

Light the trail mobile campaign

Overall, the sentiment behind this impactful project is the direct alignment with Schaefer’s mission and ultimate goal to Make Life Better. It’s at the core of what we do and a foundational piece of how we interact with and serve our clients, our partners, and our colleagues inside and outside of work. The Jordan Elizabeth Harris Foundation and the Light the Trail initiative are a real life embodiment of this mission and we’re proud to call them partners in work that truly matters, and to have played a small part in making this event a success.

Light the Trail map

Get involved or share your story

Whether you participate in a future Light the Trail Ride, make a donation, or share a story, you are helping bring the conversation around mental illness and suicide awareness to light and bringing us one step closer to living in a world where suicide is never the choice.

If you or someone you know is experiencing suicidal thoughts or a crisis, help is available. Please dial 988 for support via the suicide prevention hotline.

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