Schaefer Advertising Co.

Creative

November 1, 2017

A little stronger

One of our clients, Air Comfort, is located at the heart of Southeast Texas, where Hurricane Harvey hit a few months ago. While the area was still reeling, they came to us with an urgent request – help us create a powerful video that embodies how we’ve been part of the community effort in dealing with this natural disaster. Through our partnership with N8 Visuals, we were able to bring that request to life.
Creating this video was a delicate line to walk, showing the damage and rebuild without appearing to capitalize on the situation. It was also an incredibly time sensitive assignment, where we needed to be nimble and move quickly.
Hurricane Harvey Video BTS
With that in mind, the concept we developed relies on storytelling VO and speaks more to the community’s spirit of resilience and heart rather than focusing on Air Comfort. We were inspired by the true stories of a community coming together and helping their neighbors, and it showed. Air Comfort employees opened their homes to our team and let us film during an incredibly sensitive time, laying bare entire neighborhoods that were destroyed.
The results of those efforts show in the final video, and we couldn’t be more proud. #SETXSTRONG

June 16, 2017

Work Wins

On June 11, TCU Baseball punched a ticket to their 4th consecutive College World Series. To break it down for you, they have finished their season on the field in Omaha in 2014, 2015, 2016 and now 2017. We are beyond proud of our client’s achievements but also honored to work with such and elite program with tremendous character.

Since 2014 (notice a theme?), we have partnered with TCU Baseball and head coach, Jim Schlossnagle, to create a video that embodies the brand of the program and establishes a tone for the upcoming season. We bring to life the vision that the coaching staff establishes each day, on and off the field.

They started the 2017 campaign with a pre-season No. 1 national ranking and Coach Schloss challenged his team to rise to the ranking. This year’s video, Work Wins, illustrates the truth that working hard is how you set yourself up to win games. Each player must physically and objectively work out a win each day. No superstitions. No momentum. Victory is found in the details, the routine, the compounding choices and the mindset.
Our job doesn’t stop with the finished product. Just like anything we create, we fight to make sure it performs. And this video has really caught hold. Over the course of the season (February – May) here’s a few stats:

689277
Total Views
2458478
Total Impressions
8283
Total Shares

Best of luck to the Horned Frogs! Toad to Omaha!

June 15, 2017

Portraits of Motherhood

Justin’s Place, a local non-profit organization, exists to enhance the life of a child trapped in generational poverty. Unfortunately, statistics show that a child’s life typically can’t be fully restored until the life of the family is restored. Justin’s Place comes alongside families in need, and helps establish balance by restoring hope and building a foundation that will provide the strength and resources needed to move out of generational poverty and toward a crisis free life of self-sufficiency.
Justin’s Place came to us during a point of growth and transition. Having been appointed the lead benefactor of the Women Empowering Women 2017 Inaugural Luncheon, they were in need of a video for the event that articulated their mission and the real people involved. With that in mind, the goal of the video was to secure funding as well as community backing for their cause.
In the spirit of being true explorers, we first had to evaluate the brand and elevate it. Their original logo was very dated and didn’t reflect the level of professionalism and mission behind Justin’s place. It wasn’t part of what they were asking for, but we felt the need to improve it. The client was extremely receptive to the new design and felt it better embodied the look and feel they are wanting to share with others.

Bird Nest
We come alongside families in need and establish balance by restoring hope and building a foundation.
Crown of Thorns
We begin with the heart issues. Our programs are rooted in biblical principles and grounded in the love of God.
Sun
Everything we do is to enhance the life of a child.
With the new logo established, we moved immediately into video development. The concept for the video centered around portraits of motherhood. These moving portraits show the many faces of motherhood and allow for a collective narrative that tells the story of what Justin’s Place does and why it matters. Capturing the significance of the need, while preserving the dignity of those in need was an extremely important balancing act.
We only had three weeks to concept, shoot and edit the video, and we were trying to complete the entire project at no cost to Justin’s Place. To accomplish that, we needed a true partner. So we turned to 1820 Productions. When we shared the story, they immediately agreed to participate and donate their services. 1820 Productions went above and beyond all expectations and shot an amazing video. They only had 2 days to make the edits and they put together the vision perfectly.

The fundraiser the video was developed for raised more than $82,000 with 252 people in attendance. The video was posted on Instagram and Facebook with 3,407 views and 240 views on Youtube. Justin’s Place now has a video they can use at fundraisers, on their website, and on different social media platforms that embodies their values and further conveys their mission to a wider audience. The video turned out remarkable and helped the fundraiser become even more of a success and have a larger impact on the community. We helped spread the word and share the message of what Justin’s Place is doing, and what they will continually do for others.

The Story
Beastro has a way of bringing out your wild side. The Fort Worth Zoo continues to give adults (over the age of 21) the chance to experiment with different flavors from various food and beverage booths, and live music entertainment for the 11th year in a row.
The Work
Last year, Beastro sold out for the first time ever. The goal this year was to draw newcomers into the excitement the event has to offer, and also encourage those who have attended before to come back!
This year, the event tailored itself to a Rock and Roll theme. The team used a black and white image of a roaring lion as the event icon and paired a tagline of “Sink your teeth into…Beastro!” The intensity between the loud, bold colors of the script and tagline set over the black and white image, lended itself to an intense, high-energy environment.

April 7, 2017

A lasting impression

The Hurst Conference Center website redesign brings an air of elegance to the venue. Currently catering to corporate meeting planners, social event coordinators and brides-to-be, the website needed to provide specific information that was relevant to each target audience. This was achieved through intuitive navigation and individualized content.

The website leads with beautiful photography of the venue and, most notably, their fiber-optic chandelier. The refreshed design reflects high-end clientele and more aptly represents the quality of service the Hurst Conference Center offers.

Utilizing grid structures for organizational clarity, every aspect of the redesign provides a hassle-free planning process for potential clients. Each interior page has responsive menus that display room capacities, technical offerings and floor plans. With all the details carefully thought out, the quality of online service now mirrors the level of customer service the Hurst Conference Center provides.

February 20, 2017

A zoo with a sweet tooth

Ghouls, Goblins… Gorillas? For many Halloween events, the goal is to frighten the audience enough to draw them to see the main course. But the Fort Worth Zoo has a 20-year tradition of tickling the terror out of Halloween, with Boo at the Zoo.
Boo at the Zoo is a kid-centric Halloween event where you can trick-or-treat for candy among animal friends. This year’s event had: carnival games, treat stations, stage shows, Wild Encounters (the zoo’s ongoing animal handlers with friendly critters) and a pumpkin patch .
The campaign features a fun play on the classic Halloween candy. Its unique visual solution highlights the Zoo event that entertains sugar-crazed kids every year. We created a direct mail, outdoor billboard, bus bench, email, print and radio ads, and display campaign.
Our Boo at the Zoo efforts led to an:

89
excess in the revenue goal

24
excess in the sponsor goal

February 20, 2017

Keeping it cool

Family-owned and operated since 1954, Air Comfort is an HVAC and Refrigeration company that provides customized solutions in the residential, commercial, industrial and marine sectors. Founded on the values of quality, integrity, commitment and safety, Air Comfort delivers excellence in everything from custom fabrication to service and installation. As the Southeast Texas based company began to grow into extended markets, the brand needed to reflect the level of professionalism and expertise of the business.

The brand refresh began, as most do, with the logo. Subtle adjustments to color, shape and typography brought the logo set up to date while maintaining the equity of the original mark. From there came brand extensions, most notably the van wraps. As a primary symbol of their service and residential sectors, the vans needed to communicate the brand’s new identity and serve as a moving advertisement while out on the job.

Originally relying on word-of-mouth and face-to-face business, Air Comfort had a need to speak to a larger audience. And when we say speak, we mean allow the Vice President to “Fabio-up” and lay it all on the line for his business. With years of growth and notoriety in the community, Air Comfort’s team was eager to let their hair down with a humorous TV spot, and we couldn’t have been more proud of the finished product:

 

 

December 27, 2016

A wilder vision

watercolors_2

Situation:
The Fort Worth Zoo, one of the top 5 zoos in the country, is undertaking a massive expansion campaign, with the goal of raising $100 million dollars to expand the park. The expansion will include new exhibit space, renovated habitats, special events space, multiple dining areas, and most importantly, new ways to observe, interact with and learn about animals. The expansion will guarantee for future generations the survival of many endangered species.

Opportunity:
The Zoo needed a clever solution to bring this capital initiative campaign to life to the Fort Worth and surrounding communities. Schaefer Advertising was tasked with developing an integrated media strategy and creative campaign to drive awareness, engagement, ambassadorship and donations.

Approach:
On September 12, Fort Worth got water-colored. The Fort Worth Zoo kicked off the public phase of its $100 million capital campaign by promoting splashes of color all over the city. For 5 weeks, the community chattered with speculation on what this “advertising as art” represented. The campaign evolved over the following weeks, with each phase revealing a little bit more of the campaign. Culminating with a launch event for community leaders, the campaign revealed the public-facing fundraising effort.

 Campaign Goals:

  • Generate awareness of “A Wilder Vision,” the Fort Worth Zoo’s plans for significant expansion over the next 8 years.
  • Drive donations from the Dallas-Fort Worth Community.
  • Drive web traffic to the Zoo’s giving site in order to generate excitement and process donations.

 

Results:
Our reporting approach consisted of consolidating data from multiple sources such as social media platforms, display networks, and external and internal email platforms for a multi-phased campaign approach. By making continuous optimizations throughout the campaign, we were able to drive the below performance wins.

In the quiet phase, the Zoo raised approximately $90 million of the $100 million goal, with the public facing campaign focused on generating the remaining $10 million. The campaign continued until the end of November and will begin again in FY2017.

 

98
Display engagement rates above the industry benchmarks

164
Increase in traffic, from Phase 1 to Phase 2

84
Lift in impressions from Phase 1 to Phase 2

41
Increase in web sign-ups from Phase 1 to Phase 2

15
Above industry performance benchmark open rates for email

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November 16, 2016

Who wah. Wah who.

Two years ago we reintroduced a 100-year-old cheer back into popularity among the TCU faithful and the Fort Worth community alike.
This cheer has soaked into the collective TCU community and is now a highlight of the TCU fan experience. It’s a part of student orientation, a staple across social media and tailgate talk, and has spread wildly thoughout merchandise. With this strong endorsement building year after year, it is humbling to see the “fire” we started in partnership with TCU Athletics in 2014.

When TCU looked to us to bring a 3rd rendition of the in-game video to life, we looked no further than the fans themselves. This year we filmed the very fabric of this spirited, TCU fan base. 120 people to be exact. We weaved together 3 unique edits of the cheer and told a collective story for each and every home TCU football game.

riffram2016_bts
We brought in TCU and Fort Worth heroes and kept the anticipation of the surprise ending in each game.

This year the video has been finished out by the likes of TCU Alumni Trevone Boykin, Bram Kolhausen, Aaron Green, Olympians and Bob Lilly. Each one delivering the final line, “Give ‘em Hell, TCU!”

With a few games left in this season, we know there is a whole lot of fight left in the Frogs. And after you watch this video, you’ll see the fans aren’t done yet either!
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September 27, 2016

Texas’ wildest dance hall!

If you live in DFW, you’re most likely familiar with the Fort Worth Zoo and may be familiar with their largest annual fundraiser, Zoo Ball. Every year Zoo Ball attracts some of the biggest names in the area to support the Zoo’s local and international wildlife conservation and education efforts. The invitation for the event has always been closely tied to the theme; i.e. last year’s Zoo Ball at the Flamingo or the previous year’s Festival of the Elephants. The theme and focus of this year’s event was to celebrate the 15th anniversary of Texas Wild!, a portion of the Zoo that exhibits our great state’s different regional landscapes and wildlife.

Instead of the black tie formal-wear of years past—in the words of Alan Jackson–“We’re goin’ country!” And with a performance from Clint Black, Zoo Ball was set to be a cowboy cocktail-themed success. Our minds immediately went to the honky-tonk wood floors of Gruene Hall and Nashville-inspired Hatch Show Prints. So with the direction of “Big Hair, Boots, and Beers,” our team went on its westward way.

Process

Our hearts were set on creating a distinctly Zoo deliverable with the romance and heritage of wood block letterpress. Letterpress, simply explained, is pressing ink onto paper via wood, metal or hand carved letters and images. This process dominated commercial printing from the 1400’s to the mid-twentieth century. In today’s digital era, this process is celebrated for it’s unmatched nuance of color and texture.


To produce our limited edition set of prints, we sought out Minnesota-based premium letterpress studio, Studio On Fire. After following (and admiring) their work from afar, we were excited to partner with them for the project. With their help, our vision for the western-inspired prints came to life, complete with a blind emboss of the Fort Worth Zoo logo and hand-numbering of each print.

We created three custom illustrations that combined cowboy regalia with exotic wildlife found in the Fort Worth Zoo, bringing together the key elements of the event. These illustrations were paired with wood block-styled type, set to mimic posters of old. We created three “sayings” for the print set:

Deep in the Heart of Texas Wild!
Long Necks Ain’t Nothin’
Without Rednecks

Big Hair, Boots & Beer

Results

The final invitation is truly a complete package. An oversized envelope features a rustic Texas flag and warns ‘Don’t Bend or Fold or Mess with Texas’. Custom postage features animal illustrations and the Zoo logo. A hand-crafted pattern featuring Texas sayings, Clint Black lyrics, Fort Worth nods and custom animal illustrations floods the insert upon opening. And finally the prints are secured by a custom bellyband with event details and slip-sheeted for safety.

The event sold out of tickets and was both appropriately rowdy and respected. Even with fears of rain, the Zoo reassured its patrons: a little weather can’t stop our boot-scootin’ and tequila-shootin’.