Schaefer Advertising Co.

Creative

Building a brand from the ground up is an exciting opportunity and challenge for our team. In this case, the branding needed to reflect the ground, the air, and the ether. The Medical Innovation District (MID) in Fort Worth started out as a disconnected/amorphous physical footprint, an energetic entrepreneurial community, a rich density of medical professionals and patients, and a vision for the future. Altogether, Medical Innovation District was a vision of possibility, so, when they called Schaefer to help name and brand the organization, we entered into an intense discovery process to help clearly communicate the purpose of this local innovation hub. But, can you build a brand from a vision and a mindset? 

Goals

  • Generate awareness for Fort Worth’s Medical Innovation District by highlighting differentiation and a cohesive identity and opportunity in Fort Worth
  • Name, brand and launch district to cultivate direct conversations with key targets and attract them to Fort Worth

Strategy

From the outset, we wanted to find a path that spoke to entrepreneurs and innovative brands, striking the right balance to attract established healthcare companies and industry disruptors alike. We began strategizing the branding and positioning for MID by holding in-depth interviews with the internal stakeholders of the organization and community. We also wanted to incorporate the proximity to a dense healthcare employment cluster as a benefit of the location, which helps nurture local collaboration. Establishing the MID as a place where people collaborate and innovate solutions was critical to the final branding and positioning.

Refining the Brand Name to Reflect Purpose

When approaching any brand identity, it’s important to carefully listen to the client so that their industry-specific knowledge is pulled through to the final product. For the Medical Innovation District, that meant refining their purpose and clearly communicating it with a unique name. Specifically, the client wanted to get away from the term “Innovation,” which is oversaturated in the marketplace and does not illustrate the process behind innovation, which is the result of constant iteration. So, we looked at the core of innovation and saw a path to an answer: iteration, which is the process of constant improvement and at the heart of innovation. 

We chose iter8 as the new brand name for MID. iter8 directly reflects the process by which ground-breaking ideas are created: through constant testing, fine-tuning and evolution. Furthermore, the name more accurately communicates the purpose of iter8’s position in the market and community.

Marrying Entrepreneurship and Healthcare

When we began branding the MID, we wanted to focus on bringing to the foreground the opportunity for entrepreneurial development to attract healthcare anchors, which are at the center of medical innovation. Positioning iter8 in Fort Worth as a place to pioneer new ideas in healthcare is a natural fit because Fort Worth is a place that pushes the boundaries of what is possible and creates new doors to open. At the heart of Fort Worth and iter8 is a maverick’s spirit, so we positioned iter8 as a brand that creates new frontiers in the healthcare landscape by fostering innovative ideas powered by community and collaboration. 

Results

  • Unique and ownable name and identity
  • New launch advertising materials and website to centralize contact with key targets

Make Life Better

You can build a brand from a clear vision of the future and an innovative mindset. For iter8, that mindset will enrich the community of Fort Worth for generations to come. Fort Worth is our home, and it is rewarding to work for a client that helps position the city as a leader in local innovation and drive creative and scientific thought leaders to our great city.

November 19, 2020

Community without compromise

Connecting with the right target audience is crucial to marketing success. Bluewood is a Hillwood community filled with possibilities. Known for its unique ability to balance comfort and adventure, Bluewood wanted to attract a new wave of home buyers entering the market by crafting a campaign message that rang true to its target buyer and its inspiration. So, we evolved their existing messaging to create a new campaign that attracted young, vibrant shoppers, and cemented the Bluewood brand as a community without compromise. When we set out to create updated messaging, we aimed for something that reinforced the brand’s positioning and communicated the energy of Celina and the personality and vision of the community. Celina is a city that is rapidly growing and offers new residents fantastic potential as an up-and-coming community.

We landed on “Meet the Community as Bright and Bold as You Are,” intentionally focusing our position around the experience, to better paint a picture of the lifestyle Bluewood promises. The message immediately identifies with the younger homebuyer looking to buy a home in an up-and-coming community that just happens to be situated in one of Texas’ fastest-growing cities. It nods to a growing community emboldened by the people who live there. The updated message reflects the optimism of the area, the community and our target audience to position itself right alongside this exciting stage of life – bright and bold.

November 13, 2020

River & Blues

River & Blues Fest is a new kind of music festival, featuring a uniquely American lineup of longtime favorites and soulful up-and-comers in country and blues. Launching its inaugural year right here in the heart of Fort Worth, the River & Blues Festival needed a dynamic identity system to engage and attract music lovers and artists alike across a primarily digital landscape.  

Launching a New Identity System

Drawing inspiration from the rhythm and the river, we turned up the volume on the ethos and the experience to allow the vision of the festival to come through. The result was a scalable brand identity that represented the heart and soul of the music itself—a perfect balance of grit and a good time. With so many moving pieces, it was important to create a system that easily blended photography, motion and print elements, but most importantly position this instantly legendary weekend as one that can’t be missed.

Connecting with Our Target Audience

Launching any new brand can be a challenge and making noise about a music festival can be especially challenging in Texas. But, a clearly defined vision and a true one-of-a-kind blend of country and blues music is a fantastic experience to position. To connect with a wide audience, we needed to communicate that the River & Blues Festival is not just a blues festival, but also a country music festival, which appeals to a wide range of local music fans spanning demographics. Furthermore, we wanted to bring the river through in our messaging and identity to illustrate that the festival takes place on the Trinity River at Panther Island Pavilion in the heart of Fort Worth. 

Concert Going amid Covid-19

“The best-laid plans of mice and men often go awry.” If 2020 has taught us anything, it’s that anything can happen. But, what no one accounted for, or could have foreseen, was the covid-19 pandemic. River & Blues Fest was meant to make its first-ever debut during the summer festival season. As it turns out, that fell right during the height of the coronavirus lockdowns. Like other big-name events, we had to shift from a traditionally communal live music experience to a socially-distant, socially-conscious festival. Which meant more than a new date to ensure the people attending, playing and working not only felt safe but participated responsibly. In addition to new precautions we needed to communicate that, while the experience might look different, the music still sounds the same. And after all this time apart, maybe sweeter. 

Results:

  • Total digital campaign resulted in more than 3.2 million impressions and an above-average CTR
  • New website generated 82.5K pageviews, 50.2K sessions and 42.4K new users
  • Brought a new brand to market and established their brand foundation
  • Created a flexible brand identity system
  • Partnered with artists to cross-promote on social and traditional radio
  • Built an email database from no subscribers to just over 1,500

Make Life Better

Artists and the people who support them rely on gigs and performances to make a living. River & Blues Fest is, without a doubt, going to be a good time. But it’s also going to prop up an art form, a nearly forgotten genre that survives with every chord. More so, it supports the artists, especially the grassroots, independent and often local musicians still waiting to be discovered. We are so proud to work with a client that uplifts the local creative community and is flexible enough to adjust their brand-new music festival to be safe and socially distant. Bringing people together safely is important now more than ever.

November 10, 2020

Shift your perspective

How do you get an entire community to see things differently? Our challenge was to celebrate the Near Southside’s milestone moments at an annual event that invites business leaders, artists, entrepreneurs and friends to gather and give to the organization and district at the single biggest fundraising event of the year. 

Inspired by the very optimism that shaped the Near Southside and continues to move it forward, the event focused on the possibility of perspective. A key part of this community’s identity and a driving force behind its transition from forgotten frontier to one of the city’s most vibrant places to live, work and be. 

 

Perspective is more than a way of seeing things; it’s a pursuit. And one we wanted to challenge everyone to actively engage in from the moment they opened the invitation. So we applied a visual trick using red and blue ink and an overlay that allowed us to reveal each message by shifting each guest’s perspective, literally. 

October 28, 2020

A decade of boo

Boo at the Zoo has long been the unmissable Halloween experience for many families in Fort Worth. Since 2011, Schaefer has been tasked with keeping Boo at the Zoo top-of-mind for old fans and the next generation of families looking to establish a Halloween tradition.

Working on Boo at the Zoo is a rewarding creative problem for our team to solve each year, and it illustrates the variety and volume of strategy and thought that goes into marketing an event year after year – and staying relevant and top-of-mind in the local market. 

Boo at the Zoo is a big deal in Fort Worth. It gives children a chance to celebrate Halloween alongside some of their favorite wildlife animals. This well-loved local tradition has cemented itself as one of the best family-friendly events in North Texas, and it’s our job to not just create awareness but inspire action and encourage the decision-makers in the family to purchase tickets before they sell out.

We’ve had the opportunity to work on this campaign since 2010. Each year we face the unique challenge of reinventing and refreshing the event to excite the attention and interest of children and parents in North Texas. The creative hurdle remains the same each year, but this year, the global pandemic created an entirely new set of logistic and messaging challenges.

This challenge requires us to the table each year with a set of new ideas that each communicates the value and excitement that this event provides for families across North Texas.

For 2020, the Zoo decided to alter the usual format from on-foot trick-or-treating to a drive-through event that ensured safer social distancing measures were addressed. Covid-19 health protocols presented another ripple in planning the creative assets and messaging that we pitched to the client. During the pandemic, normal protocols are out the window, and we had to illustrate that this year’s Boo at the Zoo was going to take place in the family car rather than on foot. It was imperative that we clearly communicated that this event still packed the same fun-filled adventure of years past, while offering a safe way to enjoy Halloween during the pandemic.

Boo at the Zoo is a rite of passage for many young Fort Worth families, and we’re so proud to work with the Zoo and play a part in this enchanting local tradition. 

October 15, 2020

We get by together

The Near Southside is made up of a diverse kaleidoscope of local professionals working in the culinary, arts, entertainment, retail, and service industries. These people and the establishments where they worked were hit particularly hard when the pandemic hit. So, the Near Southside created the Southside C.A.R.E.S Fund, which directly benefits these Near Southside community members. 

Goals

  • Awareness campaign to raise $10,000, which will be matched dollar for dollar by a benefactor
  • Concert stream to raise $50,000 during contribution push

The Campaign

We were tasked with generating awareness and excitement for the Fund to encourage more donations to the artist and service industry members that make up the fabric of the Near Southside community. We created the tagline “We Get By Together,” which illustrates the central message of the campaign and nods to the primary goal of the Fund – caring for our neighbors living and working in the Near Southside.

The Southside C.A.R.E.S Fund serves two important purposes: to generate awareness of the fund, and encourage donations from a wider audience of people who live, work or play in the area. We began raising awareness for the C.A.R.E.S Fund with a social media campaign. It had to be colorful, easy to read, and hyper-share-worthy to encourage community participation, which was central to the campaign’s overall success. 

We built a landing page that acted as an informational hub and a place where people could contribute to the fund and find out more about how to apply for aid. The landing page lives at wegetbytogether.com – another nod to the reality that everyone is facing the pandemic, and we’re each in this fight together.

The Concert – Leon Bridges Live from the Southside

As the campaign unfolded the focus shifted from the website, to a free, live-streaming concert put on at Kent & Co. Wines by Near Southside residents Leon Bridges and Abraham Alexander. Both artists graciously donated their time and work to continue to raise money for the Southside C.A.R.E.S Fund. The concert directed people back to the website and encouraged more community support.

Concert Results

  • More than 7,000 unique viewers on the live stream from all over the world, including Russia, the Netherlands, and Egypt
  • Exceeded concert fundraising goal of $50,000

A Success for Our Community

The Southside C.A.R.E.S Fund was a rousing success and smashed the initial contribution goals. Thanks to the generous support of Marilyn and Marty Englander, every contribution to the Southside C.A.R.E.S. Fund was matched dollar-for-dollar up to 10K. This means donations doubled in impact. But the Fund would not have been as successful without tremendous community support.

Campaign Results to Date

  • More than $143,588 raised
  • 1,980 individual donors
  • 569 grants awarded

Looking Forward

As we continue to cope with the effects of the coronavirus pandemic, Southside C.A.R.E.S. is committed to supporting the district and the people who make it up. As a member of the community, it is our honor to help the Near Southside raise awareness and support for people in our community.

To contribute to the Southside C.A.R.E.S Fund, visit https://wegetbytogether.com/

Made Possible by Neighbors & Friends

This campaign and community concert would not have been possible without the incredible support and contributions from some of our local partners. Their generous donations and dedication of time and energy brought this fund to life and has helped improve the lives of people living in the Near Southside.

Kent & Co.

Near Southside Inc.

Marilyn and Marty Englander

Leon Bridges 

Abraham Alexander

 

Covid-19 has changed everything and college football has not been immune to the impact of the pandemic. We partnered with TCU Athletics to expand on the tradition of the Riff Ram Video and create a hype video during the first-ever, socially-distant TCU football season. During normal circumstances, this hype video would run in the stadium to invigorate the audience, but under quarantine protocols, fans cannot attend the games and cheer their Frogs to victory. So, how can you inspire fans at home to leave their seats and chant along to “Riff, Ram, Bah, Zoo?” By connecting them.

The video begins by nodding to the new reality of the fan experience. Football is part of the fabric of American life, Zoom is too now. Showing fans in the Zoom space and having them breaking the grid is a fun way to show that no matter where you Riff Ram, you’re cheering with s fans across ages, places and even a pandemic. Despite the virtual barriers (and real ones presented by pandemic quarantine protocols), we’re always connected as a part of the TCU fandom family.  

The video illustrates to fans that we aren’t really that far from each other. From the athletes and students, to the family watching at home, we’re all living under a new normal. And while we can’t gather in person, we can find solidarity and spirit in the fact that we’re all in this together. 

Director’s Note:

Creating this video during the Covid-19 pandemic was a challenge that required our team to solve problems that we’d never confronted before. The big question was, “how can we keep everyone safe while producing an effective video that serves campaign goals?”

The entire spot was shot on a green screen with all but two shots featuring one person at a time. Every background was added in post and every action and camera move had to be planned out prior to filming. Each crew member wore masks while we were working, and the only unmasked people in the studio were the on-screen talent. We booked each of the actors with their own timeslot to minimize their exposure to others. However, this made each studio session incredibly valuable as we could not invite the actors back for re-shoots later.

The game plan for this shoot was nearly as planned, practiced and choreographed as Gary Patterson’s defense (almost). 

The shoot was difficult, but the team at Red Productions made collaborating on such a meticulous production much easier,  more enjoyable and pretty impactful!

Go Frogs!

Credits:

Concept by: Schaefer Advertising Co. 
Produced by: Schaefer Advertising Co. and Red Productions.

Cancer. The word is enough to halt most in their tracks.

It is a disease that affects us all and we will each witness someone live with during our lifetime. This biological villain seems to be impossible to vanquish completely. But sometimes our heroes need us to help support their mission, to rise up as a community and prove that our collective efforts can result in a greater impact than any individual endeavor. This is exactly the purpose of the Moncrief Cancer Institute Report to the Community: to connect individuals with the community they help and empower more people to join the fight against cancer.

Every four years, the Moncrief Cancer Institute produces a Report to the Community that educates the public about their latest advancements in cancer treatment. The goal of the report is twofold: to generate awareness about preventive care and access to cancer treatment, and encourage donations, so that they can better serve their patients and community – because when we all fight, we fight for all. 

People are at the heart of the Moncrief Cancer Institute and it was important for us to highlight the real people that are at the forefront of our society’s battle against cancer. Each person in the report features a community partner, volunteer, UT Southwestern / Moncrief physician, caregiver, and past or current patients. The report brings to light the personal stories of cancer patients and survivors and illustrates how Moncrief has helped individuals living with cancer and established itself as a premier resource in the global fight against cancer. 

The Moncrief Cancer Institute Report to the Community is a vitally important article that inspires hope in the face of a constant uphill battle. It encourages communal support and raises money for survivor services and early screening for those that would not otherwise have access to care. In short, it inspires everyone in the community to take a stand against cancer. Because if we face it together, we can end it together.

Recently, our friends at Hillwood Communities took home some serious hardware from the MCSAM Awards, which are given annually to builders, developers and associates who have made a significant and creative contribution in residential marketing through specific achievements in a given year.

Hillwood Communities won Best Overall Advertising Program for Union Park, Developer of the Year, and Lifestyle Director of the Year, among others. We couldn’t be more proud of the work that we do for Hillwood Communities and applaud their accomplishments – congratulations!

Hillwood is an incredible client to collaborate with and we’re proud of the work we’ve done for them. From creating integrated digital strategies to high-level branding and building a website focused on conversion, we’re incredibly grateful to have a client that provides us with ample opportunities to make a market impact.

***

DALLAS, Sept. 1, 2020 VIA PRNewswire — Hillwood Communities, the award-winning master-planned community developer based in Dallas, won ten McSAM Awards Thursday during a virtual ceremony hosted by the Dallas Builders Association. The prestigious recognition included Developer of the Year as well Lifestyle Director of the Year and Best Overall Advertising Program for the developer’s Union Park community in Little Elm, Texas.

In addition to this year’s 10 awards, Hillwood Communities has received numerous McSAM Awards throughout its 32-year history across their entire portfolio in a number of categories as well as multiple awards for Developer of the Year. The McSAM Awards are given annually to builders, developers and associates who have made a significant and creative contribution in residential marketing through specific achievements in a given year.

“Being recognized with these McSAM Awards is a tremendous honor,” said Fred Balda, president of Hillwood Communities. “A substantial collective effort is what makes us successful. We are constantly evolving, using our expertise to plan and develop our communities based on the details and amenities our residents want and need. I’m so proud of our Hillwood Communities team.”

Lifestyle director Dee Davidson received the Lifestyle Director of the Year for her outstanding efforts creating an exceptional experience for Union Park community. As the Live Smart community’s onsite lifestyle director, Dee facilitates more than 300 events each year for residents, fostering relationships among residents, schools and local businesses and bringing a true sense of community to Union Park.

“I’m honored to have been recognized with a McSAM Award,” said Dee Davidson, Union Park’s lifestyle manager. Creating a quality lifestyle is at the heart of everything we do at Union Park. Providing opportunities for regular, safe, quality interaction that builds relationships is essential to making this happen.”

Hillwood Communities continue to raise the bar in terms of quality, innovation, and the unmistakable sense of community. The company purposefully designs each residential develop around the needs of the home buyers, planning walkways, gathering spaces and structural amenities to accommodate them. 

“We have always planned our communities with the resident in mind, looking ahead to anticipate their needs and wants, and designing them around that,” said Elaine Ford, senior vice president of Hillwood Communities. “I think that, along with our drive to create a sense of community, is the key to our success.”

In addition to the Best Overall Advertising Program Award, Union Park received awards for Best Graphic Continuity, Best Brochure, Best Print Ad, Best Radio Ad, Best Signage and Best Website. Hillwood Communities’ Pecan Square in Northlake, Texas, Pecan Square was awarded Best Digital Media Campaign.

For more on Hillwood Communities, visit www.hillwoodcommunities.com.

About Hillwood

Hillwood, a Perot company, is a premier commercial and residential real estate developer, investor and advisor of properties throughout North America and Europe. With a diverse portfolio of properties and home to many of the world’s leading companies, Hillwood is committed to bringing long-term value to our customers, partners and the communities we serve. 

Through its Communities division, Hillwood has delivered more than 30,000 single-family lots in 90 master-planned communities across 13 states and Costa Rica. These communities continue to raise the bar in terms of quality, innovation, and the unmistakable sense of community that sets each property apart. Before laying the physical groundwork for any new residential development, Hillwood Communities takes the time to focus on the ideals that draw people together — and the everyday interactions that strengthen those bonds. By purposefully designing its walkways, gathering spaces, and structural amenities to spark spontaneous encounters and foster shared interests, Hillwood Communities creates community in every sense. For more information, please visit http://www.hillwoodcommunities.com. 

Acne is the most prevalent skin disease in the United States, yet most of us don’t see the struggle that happens beneath the surface. For Acne Awareness month, our client – a major global pharmaceutical manufacturer –  wanted to educate the public and healthcare providers about the unseen emotional realities of acne.

We created an unbranded educational campaign with the goal of combining the data and the human element to show people with acne that they are not alone and empower them through a sense of community. Beyond educating the general public, it was important to connect healthcare providers to the patient experience. By showing them the daily struggles of people with acne, healthcare providers can begin treating acne beyond the surface and focus on healing the individual in full.

The result is a powerful campaign that brings a silent battle to the surface and shows people struggling with acne that they are not isolated with their feelings.

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