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.
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:
Increasing awareness and perception among targeted prospective members to generate a consistent waitlist of high-quality prospects,
Enhancing member engagement to foster loyalty and advocacy, and
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.
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.
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.
How Argon Medical Devices merged multiple brands and hundreds of SKUs into a single, cohesive user experience (UX).
As a global company with multiple sub-brands and literally hundreds of products, Argon Medical Devices faced a major challenge in creating a simple and cohesive online presence. Argon tapped Schaefer to execute a complete overhaul of its website, from site architecture all the way through design and development.
Enhance and optimize the user experience
Accommodate international customizations and product offerings
Restructure multiple sub-brands and product lines into a single cohesive, centralized site
Modernize the design to align with Argon’s new corporate positioning and graphic standards
Allow room for growth as future products, capabilities and divisions emerge
Having recently repositioned the company, Schaefer realized that updating the Argon website would require more than organizing products and accommodating multiple languages. To expedite the process, the creative and digital teams worked in tandem, collaborating closely to ensure that the design and function worked in unison.
While Schaefer’s creative team worked to update design and messaging to align with the new brand trajectory, the digital team examined ways to streamline customer ordering, overcome language barriers, simplify navigation, and create a better user experience across the site’s 70+ pages and thousands of potential product permutations.
The creative team united all business units under the new Argon brand positioning: The Pursuit of Better. This gave all visitors a consistent view of who Argon was, and the shared mission and values that united its multiple brands.
Meanwhile, the Schaefer development team navigated an ever-changing SKU list as the client consolidated product lines. We then performed a number of user experience exercises to build a more efficient user flow for searching and ordering product samples. The new site was able to leverage geolocation to customize content based on the user’s global region, and allowed text to be dynamically translated into multiple languages.
The Schaefer team replaced complexity with clarity, and delivered a site that accomplished key goals for both new and existing customers. The improvements included:
Successfully consolidating multiple domains and destinations into one organized, easy-to-navigate site
Enabling the client to make revisions and updates easily with minimal training
Reorganizing and narrowing the featured products to allow an easier search and order experience
Automating processes to further improve UX and leveraging geolocation to only showcase products in regions where they are available
To deliver a site that met the client’s goals with a global audience, the Schaefer team leveraged Argon’s core strengths of effective brand messaging and in-depth knowledge of the healthcare space. The client now has a site that better serves its needs today — and will support the brand as it continues to grow and evolve in the years ahead.
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.
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.
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.
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.
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.
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.
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.
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.
With over 40 years of experience, VoidForm Products is a trusted business specializing in customized, innovative carton void forms that protect structures from the damaging impact of expansive soils. Their extensive range of products is designed to provide added fortification during concrete foundation pouring, offering a cost-effective and reliable solution for both residential and large-scale commercial projects. Though sales were strong, VoidForm faced the challenge of an outdated and disjointed brand ecosystem encompassing the parent brand and over 20 sub-brands. Recognizing the need for a modern, scalable, and cohesive brand strategy to support their increased business goals, VoidForm partnered with Schaefer Advertising to position themselves as an industry thought-leader and support the expansion of their products and services.
Embracing VoidForm’s unique circumstances as a long-standing enterprise, Schaefer recognized the challenge of working with a brand ecosystem that was built over time. VoidForm had yet to take a comprehensive top-down view of their branding and marketing approach and how it could support the future of the business. Schaefer served as a pivotal partner for this rapidly growing company, providing support during leadership changes, aligning their history and success with a modern approach, and creating a future-focused brand strategy and web presence for sustained growth.
Elevating protection and stability: uncovering VoidForm’s key differentiators and core values
Schaefer embarked on a comprehensive brand refresh, starting with an assessment of the brand positioning and hierarchy. This strategic approach began with a deep dive into VoidForm’s brand landscape, including identifying key differentiators for the company and each product, reflecting on the company’s core values, and understanding key target audiences and what compels them.
As a result, the Hero archetype was selected as the perfect fit for VoidForm. This archetype captured VoidForm’s commitment to delivering best-in-class solutions and leading the industry with products that outperformed the competition. To complement this, Schaefer introduced the powerful positioning of “Safeguard” into VoidForm’s brand language, embodying the essence of their products which provide an invaluable measure of protection and stability in expansive or complex soil structures with customizable, easy-to-install, quality forms.
Building upon this foundation, brand language was enhanced to include the main line “Protect Your Project,” which positioned the product appropriately and served as a strong call to action. The brand voice was defined as determined, confident, innovative, dependable, trustworthy and approachable, which served to influence the way the brand is expressed in writing.
Unifying identity and differentiation: the cohesive visual system for VoidForm
Schaefer implemented a cohesive visual system that combined the branded house and sub-brands strategies, enabling VoidForm to effectively showcase their individual product offerings while maintaining brand recognition. The brand system was built to support the seamless integration of new products, allowing VoidForm the ability to easily launch new, innovative solutions and meet the needs of their customers. The logos were designed to be simple, functional, and easily recognizable, with the updated mark serving as a monogram of their initials where the negative space creates a void – a key feature behind the strength of each product. The vibrant orange color, an integral part of their original palette, honored their history while presenting a modern and impactful identity. A comprehensive guideline was created to ensure long-term internal alignment and consistent brand usage across all products.
Embracing creativity, enhancing user experience: the transformative website redesign
To complete the brand transformation, Schaefer tackled the challenge of creating a visually stunning and user-friendly website for VoidForm. Despite the initial lack of strong image assets, the team embraced creativity and ingenuity by utilizing stock imagery to develop custom brand assets inspired by VoidForm’s products. The website redesign resulted in an appealing and intuitive interface that catered to both laypersons and experienced engineers, effectively conveying information and specifications while providing an engaging user experience. Integration with Google Analytics supported awareness, engagement, and lead generation objectives, while the addition of a gated content section facilitated the seamless migration of existing coursework and offerings. The implementation of a content management system empowered VoidForm’s internal team to easily update and maintain the website for long-term adaptability.
The collaboration between Schaefer and VoidForm during a pivotal time yielded remarkable outcomes. Overall, Schaefer’s partnership with VoidForm Products supported their growth by aligning their history and success with a modernized brand strategy and web presence. The new brand system and website positioned VoidForm as an industry leader, and the comprehensive implementation and widespread adoption of the brand by the internal team demonstrated the empowering strength and impact of the brand refresh initiative.
The Charles Schwab Challenge is one of the longest-running PGA TOUR invitational tournaments. The highly-anticipated event brings together top golfers from around the world to compete at Colonial Country Club in Fort Worth, Texas. The historic course and club has hosted the event every Memorial Day Weekend since 1946, making the Charles Schwab Challenge one of the premier events on the PGA TOUR year after year.
Rising to the challenge
Coming off a global pandemic, 2022 was a year of transition for the Charles Schwab Challenge. People were still embracing intimate gatherings and with the tournament being played without fans one year and with limited attendance the next, the tradition of attending the Charles Schwab Challenge wasn’t top of mind for many fans. Additionally, 2022 ushered in a new pricing model for the tournament and increased revenue goals that required a shifted approach to marketing from awareness-based to conversion-focused.
An integrated campaign that drives conversion
Before partnering with Schaefer, the tournament utilized more traditional mediums to promote the event to a general North Texas audience. But as we prepared for the 2022 tournament, Schaefer recommended a more granular approach to targeting individual ticket buyers by splitting the audience to focus on two primary markets — avid golfers and social attendees. The goal was to create a more integrated campaign that not only got people excited about the tournament, but spoke directly to each audience’s particular area of interest wherever and whenever their needs arise. By leveraging a more individualized approach to messaging and targeting across tactics such as paid search, retargeting, geofencing, and paid social, we were able to capitalize on the buying period leading up to the event and increase opportunities for conversion.
Creative that can adapt to audience needs
If we had to achieve one thing to make this campaign successful, it was adaptability. A robust media strategy meant the creative needed to scale across a wide variety of mediums, from high-level awareness spaces like streaming TV to high-intent micro moments in the customer journey. That meant keeping design elements functional. So we opted for an abstract reference to course topography. The organic shapes allowed us to create compelling composites that featured the most important textures of the experience — environment, competition, and up-close views of the PGA TOUR’s best players.
Since we were targeting two audience sets, it was important that the messaging be specific yet modular. The line, Texas’ Best, extended across both target audiences while communicating the notoriety and pride North Texans have for the Colonial tournament. It also worked well with new player announcements.
The tournament field greatly impacts ticket sales. Top-ranked players and fan favorites draw big crowds, but player commitments can finalize weeks and sometimes days before the tournament. To improve performance, we build every concept to accommodate on-demand optimizations and leveraged that flexibility to announce new player commitments, some finalizing in the eleventh hour of the campaign. In the final weeks leading up to the event, we saw a big uptick in action, selling 80% of tickets in the last 30 days.
Moving the tournament from more traditional mediums to a digital-first, multi-audience campaign allowed us to reach people at every touch point – connecting the dots across channels to guide consumers from I-want-to-go to I-want-to-buy. Overall, our campaign strategy outperformed industry paid media standards in Sports and Recreation to produce nearly 14K in daily ticket sales and $1.2M in revenue.
A few top channel results include:
Paid Search: 16% CTR, 31% CVR and $3.72 cost-per-conversion Industry Average: 8.8% CTR, 5.9% CVR and $31.50 cost-per-conversion
Email: 39% open rate out of 575K+ emails delivered to a qualified audience Industry Average: 20.5% open rate
Display: 0.11% CTR on location-relevant geofencing campaign Industry Average: 0.08% CTR
Podimetrics had a strong story to tell — and a new brand to build
Diabetes is one of the top health issues in the United States. In fact, costs for diabetes care are more than 400% higher than cancer. One of the leading drivers of that cost is amputation resulting from Diabetic Foot Ulcers (DFUs), which results in a limb being amputated every four minutes due to diabetes.
To combat this, Podimetrics developed a web-enabled, remote temperature monitoring system designed to identify the risk of DFUs before symptoms are visibly present — and drive significant cost savings by avoiding costly amputations.
Schaefer took the reins on translating this innovative system into a compelling narrative that would reach key audiences and encourage payor adoption.
Support the market launch of a new, breakthrough product
Differentiate Podimetrics from competing solutions
Explain the system and its benefits to payors and HCPs
Support rollout to a low-tech patient base with clear, user-friendly materials
Our team was tasked with creating a new brand and executing multi-channel communications to differentiate Podimetrics and drive sales conversations.
To reach the various audiences, we decided that two specific objectives must be achieved: First, the brand story must be humanized and brought to life in a manner that would resonate with payors, physicians and patients. Second, communications and user pathways should be simplified, to ensure that the relevant messages were reaching each audience and business objectives were being reached.
Viewing Podimetrics’ system as something akin to a “canary in the coalmine,” Schaefer used this metaphor to create a consistent brand story that clearly conveyed the benefits of early detection — including the estimate that more than 70% of diabetic foot amputations could be prevented through early detection.
From there, Schaefer conducted a User Experience audit to find opportunities to improve communication throughout the customer journey. We then launched a full suite of materials to support the sales team, including an updated website, product videos, stationary package, and other sales support materials.
For end users, Schaefer also created product packaging that was as user-friendly as the device itself. Knowing the patient profile was less tech-savvy, we scrutinized every aspect of packaging and product setup to ensure everything remained simple, intuitive and frictionless.
Schaefer effectively positioned Podimetrics as a new, holistic system that uncovers and prevents extremity complications from diabetes. This differentiation is allowing Podimetrics to compete for significant national payor contracts, as well as establish notable partnerships with strategic allies such as the American Diabetes Association.
For diabetic foot wounds, early detection is essential for avoiding amputation and reducing costs. The “canary in a coalmine” solution helped humanize and simplify a complex technology and gave both internal and external audiences a better understanding of its purpose and its benefit. Today, a growing number of payors, physicians and patients are becoming aware of the potential benefit of the Podimetrics system.
Famous for its trailblazing history, Fort Worth still embraces its reputation as a “City of Opportunity.” Quickly becoming an epicenter of growth and innovation, Fort Worth offers an inviting community, talented workforce, and incredibly low cost of living, attracting people and corporations from all over the world looking to move or expand into one of the nation’s fastest-growing cities.
The goal of every city on the rise is to attract new business and talent while strengthening the industries already established. To accomplish that, the City of Fort Worth Economic Development team selected Schaefer as the agency of record for a three-year partnership to create the city’s first-ever economic development and business attraction initiative. The partnership is part of the city’s five-year strategic plan and plays a key role in positioning Fort Worth as a place of purpose where businesses and people can leverage the city’s incredible potential to create the future they want to see.
Establish a story that connects Fort Worth’s heritage with its future
Develop a multi-phase, multi-year campaign to drive awareness and attract new business
Highlight Fort Worth’s economic incentives and competitive edge in business, culture and community
Reach key business decision-makers to advance economic development
Elevate Fort Worth on a national and international stage
Foster collaborative conversations between key stakeholders in the public and private sector
We started with a question: what makes Fort Worth and its people so unique? The answer was simple. A pioneering spirit that dated back to the 1800s and still stood strong today. As the first-ever economic development campaign for the city, Schaefer was in a unique position to lead strategy from inception.
We recognized the importance of storytelling in establishing the city’s position in the eyes of our target audiences. A good story would amplify the message, build credibility, create a strong sense of community and offer nuggets of authenticity and purpose that truly make Fort Worth stand out.
Known as the point where the west begins, Fort Worth has always promised possibility, innovation and prosperity. Unlike some of the larger, competitive cities, opportunity isn’t a new promise, it’s woven into the very fabric of Fort Worth. To communicate that, we built messaging around the idea that no matter what you’re looking for — relocation, expansion, opportunity – it can successfully begin in Fort Worth.
Building equity through identity
In order to build equity, Fort Worth Economic Development first needed an identity. We leveraged their voice, tone and values to create an independent identity that was flexible enough to work alongside the city’s existing branding, and strong enough to communicate the impact of their initiatives.
Schaefer then crafted a multi-faceted campaign that unified strategy, creative and media to promote Fort Worth’s business advantages among corporate decision-makers, site selection consultants and local business owners. The campaign further cemented Fort Worth as a city of growth and opportunity, while highlighting its competitive edge as a leader in innovation who works hard to meet the needs of the businesses who chose Fort Worth.
Solution: Fueling growth and connections online
Revamping the website to reflect the new brand campaign was vital to communicate key messaging. As the central platform that business leaders, stakeholders and prospective residents visit to find relevant information about the city, the website confirmed Fort Worth’s proven economic landscape with tangible proof points our audience would find attractive.
With this in mind, we included demographics, workforce statistics and other data points that leverage Fort Worth’s resources against competitor cities. A strategic mix of traditional and digital media, including paid search targeted prospects helped drive traffic back to the website. Knowing our target audience sets and strategically placing ads in places they frequented (in person and online) expanded Fort Worth’s presence on the list of key business destinations in the US.
After 8 months in market, our team identified a list of top engaged companies. The insights we gathered included a list of prospects from target industry sectors with the potential to increase the size of the labor force and generate millions in economic output for the city of Fort Worth. These key insights have helped us to strengthen our marketing approach in more specifically targeting like prospects.
During the first 8 months of the campaign, we created an anchor site that served multiple economic development organizations with one source.
88% of total site traffic driven by paid media
44% derived from prospecting emails delivered to corporate decision-makers, site selection consultants and other key decision makers in select target outer markets
98% increase in new site traffic from key markets and industries
55K new visitors
Significant engagement achieved in Los Angeles, Chicago and Raleigh-Durham markets, which were key target markets within the initiative
As a result of this increase in traffic to our website, Fort Worth continues to receive organic recognition as a top place in the U.S. to start a business. This is a direct result of the growth in widespread awareness for Fort Worth as a great place to live, work and do business.
According to Bisnow, Fort Worth has more than $2 billion in projects under development marking a huge milestone in the economic development of the city.
By the end of Year 1, we developed strategic partnerships with key economic development influencers in the region and positively impacted corporate relocation and expansion for the city of Fort Worth, drawing business from two key industries — Aerospace and Defense, and Mobility Innovation.
How humanizing a “free screening” offer helped a client achieve 95% of their 3-year goal — in just 8 months.
Healthcare inequity is perhaps the most pressing social issue facing the medical community today. To help combat unequal access to care, and make up screening ground lost to COVID-19, Moncrief Cancer Institute partnered with Schaefer to help encourage underserved and uninsured members of the community to sign up for a free cancer screening.
Craft messaging and materials that would drive cancer screenings among the target patients (3rd-grade reading level)
Develop tactics that would reach the audience throughout their day-to-day movements
Leverage the screening to build brand awareness among the underserved community
While the offer of a free cancer screening may seem like an easy sell, the initiative faced several challenges: members of the targeted, underserved audience were often hard to reach. Many were skeptical of receiving healthcare services, for fear that they would reveal conditions that are terminal, untreatable, or expensive to treat. Many also suspected that a “free screening” might come with hidden costs or fees. And, to address health literacy, all materials needed to be flexible enough to reach our various audiences in the media channels they use every day, and in their preferred language.
Schaefer knew we needed to develop a campaign that was driven by a straight-forward invitation for people to call in and see if they qualify for the free screening. However, knowing that many members of our demographic would be more likely to do something for their family rather than for themselves, we delivered a secondary message that leveraged this emotional connection.
The creative for the campaign tapped into a core motivation for the audience and featured screening patients who proudly showed “I Voted”-like stickers, proclaiming that they did it for their kids, their families, their spouses, or their friends. The end effect was a message that communicated that a screening isn’t just something you do for yourself; you do it for the people you love.
This solution helped accomplish two very important things: It turned a straightforward offer into an emotional appeal, which drove engagement. And it also helped the campaign speak more effectively with our key demographic – primarily patients over the age of 40, across a diverse array of tight-knit communities.
Ambitious goals were set for the campaign—and an avalanche of responses followed:
Generated 1,000+ online appointments and 4,600+ calls to schedule—or 95% of the total 3-year goal—in the first 8 months of the campaign
Drove more than 16,000 visits to the screening landing page
More than 8,800 clinical services were provided to nearly 6,000 individuals in the first year
The tremendous success led to a decision to raise Year 2 program goals and allowed the client to secure additional on-the-ground resources to reach more people in the community.
By humanizing their appeal to an underserved audience, Moncrief Cancer Institute was able to move one step closer to alleviating healthcare inequity. In the process, they generated brand awareness and community goodwill — a very healthy outcome for both themselves and the communities they serve.
An Unbranded Campaign to Educate ECPs on the Benefits of Early Surgical Intervention for Glaucoma
Surgical treatment for glaucoma has dramatically changed in recent years. For decades, eye care providers (ECPs) have known the only way to manage glaucoma is to reduce intraocular pressure (IOP). They also know that many patients struggle with compliance, adherence and the long-term side effects associated with drop therapy. Along with educating ECPs on safer, less invasive sight-preserving surgery, OMNI® needed ECPs to consider patients for surgical intervention earlier than ever before — especially as a stand-alone (outside cataract surgery) procedure. But asking them to make that leap is less effective coming from a brand than a resource. Doctors trust research and clinical studies, so the best approach is sometimes unbranded.
Educate ECPs on the benefits of MIGS
Advocate for earlier intervention for pseudophakic eyes
Highlight the benefit of a stand-alone procedure like the OMNI® Surgical System
Increasing Referrals Through Provider Education
Unbranded campaigns have many benefits. They raise awareness, provide independent education on disease states and treatment options, drive patients to providers and help providers better identify patients.
For OMNI®, the goal was two-fold. Educate providers on the dramatic benefits of minimally invasive glaucoma surgery (MIGS) as a stand-alone procedure and pull demand from the optometric referral channel earlier. In lockstep with a branded campaign for the OMNI® Surgical System, the two campaigns worked together, growing market share among surgeons and shifting the point of surgical intervention to be earlier for patients with mild to moderate glaucoma patients.
What Lurks Beneath the Surface
Glaucoma has been dubbed the “silent thief of sight.” During the early stages of the disease, symptoms often go unnoticed. But the damage caused to eyesight as glaucoma progresses is irreversible, causing permanent vision loss and even blindness. While there is no cure, the best way to manage glaucoma is to consistently and proactively lower pressure within the eye (IOP).
To illustrate the often undetectable signs of glaucoma, we asked ECPs to consider what danger lurks beneath the ocular surface – representing the disease with a legendary sea creature who is phantom as much as monster. The Kraken lurking beneath an unsuspecting kayaker on the surface mirrors the progression of glaucoma – just because you can’t see it doesn’t mean it isn’t there.
The introduction of MIGS to a critical optometric referral market as an alternative to first-line drops, combined with a branded approach extolling the benefits of the OMNI® Surgical System as a stand-alone intervention, gives ECPs more impetus to treat their patients with a reliable surgical option that may lower IOP safely and sustainably with minimal recovery time. Better still, is the ability to proactively manage the disease and preserve as much of a patient’s sight as possible.
By reinforcing the benefits of early intervention with vibrant visual language and messaging that encourages open dialogue, they were more likely to research, ask their peers and consider MIGS and products like the OMNI® Surgical System when treating a patient with mild to moderate glaucoma.
To make a true impact in the industry, we developed and deployed a full omnichannel engagement strategy, leveraging paid, personal/non-personal promotion and earned channels. We brought the conversation where our audience was most likely to seek education – online, on social and among their peers at events such as the American Academy of Optometry. Leveraging each interaction as an opportunity to dive deeper into the research and generate leads.
Engaged 50% of the optometric referral market, within 90 days (14,000 engaged users)
Generated significant word-of-mouth equity at key trade shows
Created demand for branded efforts to fulfill
Contributed to the overall brand strategy that moved OMNI from start-up to top-2 devices in 18 months
For too long, medicine has focused on the symptoms of an illness rather than the person experiencing them. Since 1970, the University of North Texas Health Science Center at Fort Worth (HSC) has been hard at work, pursuing new and innovative ways to approach the full spectrum of health. And while HSC is one of the nation’s premier graduate medical schools and research centers, the community it serves was still in the dark about all the ground-breaking work they were doing to secure a healthier future for everyone in North Texas.
HSC needed a campaign to not only strengthen its brand but promote whole health and build a relationship with the community they serve.
Increase brand equity
Define what HSC is and does
Owning whole health
As HSC expands its clinical focus to the community, Schaefer helped express its distinctive approach to medicine – shifting the conversation about health in our community from isolated and reactive to whole and inclusive. Complete with proactive ideas, treatments and solutions that have the potential to radically improve people’s lives and the future of medicine as a whole.
As an institute of higher education, HSC fosters an environment that empowers innovative ideas and research, expanding the meaning of care from patient to lifestyle and community. So we reframed the brand around their commitment to improving total health – not just health care – and positioned HSC as a model and leader in the whole health initiative.
An approach to care that connects
HSC’s identity was long tied to its name rather than its impact. In rethinking the brand, we uncovered how their approach to medicine literally connects health to everyday experiences and provides new opportunities for innovation. So we introduced people to a bigger picture of health – one that considered jobs, nutrition, access to public transportation and other influences beyond symptoms that affect a community’s health.
The initial campaign launch covered the city of Fort Worth, securing the HSC brand firmly in local conversation. Between June and August of 2021, we were able to establish HSC’s distinct position and instill a sense of pride and community around whole health.