Legacy. Capability. Values. Intention. These are big ideas that drive everything Hillwood Communities builds for the communities they create. So, when Hillwood needed a brand refresh and updated messaging, we leaned hard into these core tenets to accurately summarize the massive impact Hillwood has on the communities they build and the people who live there every single day. We needed to communicate these central beliefs in a cohesive and convincing brand brochure that would attract home buyers and investors.
When creating updated messaging for Hillwood, we expanded on the word “community” to accurately define the effect that Hillwood has on each of its developments. “We Create Community,” is the direction that we decided upon for the updated brand messaging. From Live Smart amenities to featuring a community garden, Hillwood takes extra steps to make each development a unique place to call home. More than that, Hillwood’s offering of communities, each with their own natural aesthetic and intrinsic values, ensures that there’s a Hillwood Community for every new homebuyer.
A Refreshed Brand Brochure
The Hillwood corporate brochure is where homebuyers and investors can interact with the Hillwood brand on a more extensive level. It needs to convince investors that Hillwood is an excellent investment opportunity and communicate to homebuyers that there is a community waiting for them underneath the Hillwood brand.
Evolved Brand Identity
Hillwood is a pioneer within the community development space. Each community they build focuses on elevating the quality, innovation and sense of community for their homeowner, offering unparalleled conveniences, all while taking subtle and grandiose steps to harbor a real sense of community among the neighborhood. Beyond the amenities that they create for their homeowners, Hillwood emphasizes the natural beauty of the land that they build on and rely on its inherent attraction as a central selling point. Every single step is taken with incredible intention aimed at improving the life of each resident.
The brochure connects all of these points by giving a detailed overview of each Hillwood Community and featuring evocative imagery of the natural aesthetics that define each community. Beyond the physical characteristics that define each community, we used imagery that captured the shared experiences and everyday interactions the amenities and walkways create. Each of these visual stories creates a compelling argument for why new home buyers should call a Hillwood community “home.”
For potential investors, the legacy of pioneering big ideas and sparking engagement are enticing selling points that illustrate the long term and historical health of Hillwood Communities, which makes it a desirable investment. Sharing the story of Hillwood’s success and legacy right up front, aided by the visuals illustrating where Hillwood operates communicates the strength of the brand and implicitly tells investors that this is a worthy investment.
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.
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!
Concept by: Schaefer Advertising Co. Produced by: Schaefer Advertising Co. and Red Productions.
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.
Most prescription savings cards cover a narrow scope of treatments, which overcomplicates the savings process. As a result, patients are often left confused about how to redeem savings and may end up actually paying more for their prescriptions. Discounts change frequently and branded products are not always covered, leading to patients and providers losing confidence in the cards and programs themselves.
Galderma CareConnect is a patient savings program that consolidates Galderma’s prescriptions into one savings portal that’s accessible for patients and “Remarkably Simple” to use.
Build awareness of the savings program among qualified patients.
Make the program easier to access for patients.
Inform more potential patients about their eligibility for the program.
Strategy & Execution
Schaefer led the Galderma CareConnect launch with a few key strategic imperatives: communicate the scope of Galderma prescriptions covered under the program and quickly build awareness of the program among patients, healthcare providers, and pharmacists. We developed a comprehensive, multi-channel campaign around the tagline “Remarkably Simple.” This included traditional advertising, digital ads, video, paid digital media, display targeting, customized email marketing as well as personal and non-personal sales support.
Connecting Patients with Care
At the core of this comprehensive campaign was GaldermaCC.com, a centralized location for information about the savings program. The site was strategically developed to communicate key information to each of our core audiences:
Patients – Information about savings, ease of use and a great opportunity to quickly download a GCC card.
Healthcare Professionals – Key points to share with their patients when prescribing Galderma products, information about pharmacy access and a portfolio of products on the card.
Pharmacists – Information about patient eligibility.
The website follows a clean design and user-friendly navigation to make the user experience just as “Remarkably Simple” as the Galderma CareConnect program itself. In addition, the website utilizes a seamless API to connect directly with the card provider, so that a unique card can be generated in just seconds when the user chooses to download.
By making this direct connection, we are able to utilize technology and data to measure card redemption rates at pharmacies across the country and measure the success of marketing campaigns in market.
In less than two years, Galderma Care Connect site metrics have steadily climbed month after month.
To date, Galderma Care Connect has reached more than one million unique patients.
As of June 2019, more than 3 million prescriptions have been processed through the Galderma Care Connect portal, saving patients, healthcare providers, and pharmacists valuable time and money.
MM&M Gold Award for Best Payer Marketing.
Make Life Better
Navigating healthcare can be a confusing process for patients and even some healthcare providers. By creating the Galderma CareConnect website, we were able to help more people download a patients’ savings card and connect them with more affordable care.
As one of the nation’s largest independent real estate development firms, Hillwood Communities has spent 30 years creating community through master-planned developments. Hillwood Communities continues to raise the bar in terms of quality, innovation, and the unmistakable sense of community that sets each property apart.
So, when Hillwood tasked Schaefer with creating a new website for their Union Park community, we needed to build a website that communicated the excitement and energy of the community in order to convert visitors into Union Park homeowners.
Educate prospective homeowners about Union Park
Improve website functionality to encourage more user interaction
Increase qualified lead collection through the website to grow the Union Park marketing database
Encourage foot traffic to model homes at Union Park
Strategy & Execution
Our strategic imperative was to evaluate Union Park’s existing website and streamline the information to more accurately represent the community under the tagline “Live a Vibrant Life.”
Our team utilized existing user data from two of Hillwood’s other community websites to craft high-level strategic conclusions that informed how we built the Union Park website. We used sophisticated web tools to identify user engagement patterns through on-site heat mapping, screen recordings, and behavioral pattern flow.
The Union Park website was integrated with home inventory feed to give site visitors real-time information about available homes. We added a testimonial portal that gave prospective homebuyers insight into the active lifestyle and community that powers Union Park. We incorporated a live social feed that gives visitors up-to-date information about what’s happening around Union Park, and we added a Google Maps integration that empowers people to easily find Union Park on desktop or mobile.
Furthermore, we continued to optimize and improve the website based on reporting and detailed analysis. One core improvement that we made was building a chatbot to automate conversations with prospective home buyers, deliver relevant content, and collect qualified leads to pass along to the builders. The chatbot also helps direct users to specific pages of interest to help create a frictionless consumer journey.
We designed the website to have user-friendly functionality that encourages engagement but also helps the consumer effortlessly move through the home-buying journey.
Since the new website launched:
Average website session duration has increased by 30%
Union Park website form fills have increased by almost 4X
PDF downloads have increased by more than 20X
Pageviews have increased by 15%
High-quality foot traffic has increased to the community.
Make Life Better
Creating communities doesn’t happen overnight – it can take years of strategy and ongoing marketing efforts to cultivate the right audience to buy into a new development and call that space “home.” As a result of creating Union Park’s new website with improved functionality, we were able to connect the community with more qualified leads in a much shorter period of time.
When the Texas Ballet Theater needed a way to reinvigorate their marketing, we created a comprehensive marketing campaign that expanded their ticket sales from a steady group of subscribers into a larger group of new season ticket holders.
Season subscriptions to Texas Ballet Theater, while strong, had stagnated. Subscribers were offered the same options year after year, purchase the entire season or purchase single tickets at a later date. Within performing arts, the prospective ticket buyer ranges from the devoted fan to the person that wouldn’t even consider attending. Marketing resources are precious, and we have to ensure they are being invested where they will yield the highest ROI.
Using data to drive decisions, Schaefer proposed restructuring subscriber packages to give existing patrons more choice and convince new people to become subscribers and single ticket purchasers. Beyond subscriptions, the campaign was designed to have a positive impact on single ticket purchases. Single ticket sales launched in the middle of the campaign on July 1st, and within the first day, more than 3,500 individual tickets were sold.
One of the largest components of our overall campaign was audience segmentation. To accomplish this, we appended audience data from TRG Arts – the Ballet’s consultant.
We divided the Ballet’s existing consumers into four distinct groups of:
1 – previous year subscribers
2 – lapsed subscribers
3 – multi-performance buyers
4 – single ticket buyers
By building package options, we were able to convince larger subsets of people to subscribe to Texas Ballet Theater.
We added historic subscribers and single ticket purchaser data to create persona profiles based on audience demographics and psychographics. We then built lookalike audiences based on the four groups and mapped each of the groups’ behaviors to identify purchasing trends across multiple digital channels. This gave us the insight needed to better understand their consumption habits and likelihood to purchase either a full or partial season or if they were likely to be a single-ticket purchaser.
Once we isolated recurring trends in the audience segments, we hyper-targeted the right ticket package to each group through paid digital media. Further, website retargeting enabled us to identify those that had expressed interest but not yet purchased and then retarget them with the TBT message most likely to yield a purchase.
Clearly brand the full 2019-2020 ballet season, while also promoting individual performances on their own merits.
Earn more new, full-season subscribers.
Define the main buyer personas and outline their purchase-decision journeys to understand their motivations for purchasing a full-season subscription and a single-performance ticket.
Outline a way to recapture people that did not renew their full-season subscriptions from the previous year.
Paid media campaign delivered 1.8 million targeted impressions, and generated more than $40,000 in ticketed revenue in just a few weeks.
After only 2 weeks of a dedicated full-season campaign, subscription sales up by nearly 3% YOY.
New subscribers up by 45% YOY.
Exceeded last year’s launch-day single ticket sales by more than 10%.
Total ticket sales up 18.43% YOY, despite a later season launch than 2018.
During the campaign, overall website sales totaled $199,000.
Apps are everywhere and ever-reaching into the little nooks of our lives to improve some aspect of our experience. Want to plan your meals by the cycles of the moon? There’s an app for that. Want to order delivery Thai food without having to speak with someone or exchange cold hard cash? There’s an app for that. Want to have a group light-saber battle with your friends and family and divide the group among Jedi and Sith? You get the idea: from fun to food delivery, apps are diverse and serve a variety of functions. But, there’s a decided lack of apps on the market that support someone in their struggle against acne – until now.
Epiduo® Forte Gel Helps Teens and Their Dermatologists Manage Acne Treatment
Epiduo® Forte Gel (adapalene and benzoyl peroxide), 0.3%/2.5% is a once-a-day prescription topical acne medication with two active ingredients—adapalene and benzoyl peroxide. The powerful combination works together to treat tough acne and help prevent recurring acne from forming by unclogging pores and killing bacteria. Epiduo® Forte Gel had an existing app on the market called “epi-tracker,” but they were in need of a new set of eyes and a complete application refresh that really engaged users and retained their attention to the app. They wanted something that was user-friendly, and an app that partnered with healthcare providers to bring about better products and services.
When acne patients visit their healthcare providers, there is rarely enough time for the patients to become educated on their acne, or how best to treat it. In addition, it is crucial for acne patients to use products as directed to see a change in their condition. So, our app needed to continue to educate patients about their acne and encourage them to maintain their Epiduo Forte treatment plan to best manage their skincare.
Drive new myForte app downloads.
Drive consistent user engagement.
Educate acne patients about best practices for their skin care.
Encourage people to use the app daily to achieve desired results.
Make myForte a valuable, reliable resource for acne patients that use Epiduo® Forte Gel.
Going into the project, we knew that the patients using the myForte app were in a vulnerable state. Living with acne is a very personal battle that can have a powerful, negative impact on those suffering from it. So, we wanted to build an app that supported patients in their pursuit to treat their acne and gave them confidence to take control of their acne.
Before kicking off the app, we needed a name. To quote Shakespeare (sorry), “What’s in a name? That which we call a rose by any other name would smell as sweet.” While we agree with big Bill, naming a healthcare app can be tricky, mostly because healthcare nomenclature can sometimes be incredibly sterilized and devoid of emotion, but treating acne is not an emotionless battle. We wanted a name that reflected the user’s personal stake in their health and one that empowered them to treat their acne. We ultimately chose “myForte,” which gives the user ownership of their acne and its treatment. It also plays on the word “forte,” which denotes a person’s strength or positive abilities. When added together, “myForte” gives the user confidence that they can treat their acne, and that they’re going to do a great job in the process.
One of the biggest hurdles for those battling acne is staying consistent in their treatment, and regularly applying their medication. So, we built an app that gave patients the resources and reminders they need to stay on track to achieve the best results. We developed daily motivational messages that send users motivational messages to keep them engaged with their acne treatment.
All of the positive reminders and tips are paired with illustrations that take place in natural settings for the teen or young adult patient. The illustrations are inclusive of everyone facing acne. It was important to us that we didn’t bombard users with real acne imagery, which can be discouraging to see all the time.
Additionally, we felt that it was important to give users the ability to track their progress, which helps them see their improvement and gives their dermatologist the ability to observe their journey during follow up visits. We built in a calendar function that helps users track when they applied Epiduo® Forte Gel, but also asks them to record how they feel about their skin each time they interact with app. This way, we’re encouraging users to stay engaged with the app and to take time to reflect on their progress.
The split view function of myForte allows users – and their healthcare providers – the ability to measure the patient’s progress against any picture they’ve taken in the app. This small function is incredibly powerful for helping people track their progress and gives their dermatologist a larger view of their total improvement.
Over 87,000 downloads
Over 250% increase in app downloads each month
40% User return rate
Over 15,000 progress photos captured
Over 16,000 feelings recorded
OVer 100,000 profile attributes collected
Making Life Better
It’s easy for patients dealing with acne to feel downtrodden and made helpless by their skin condition. Often, these people have struggled with acne for years and feel like they’re out of options. When we created this app, we wanted to help patients suffering from acne take ownership and control of their acne treatment. With the myForte app, patients have the education and encouragement they need to confidently tackle their acne with a smile.
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.
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:
The Texas A&M Forest Service was created by the Texas Legislature in 1915 to protect and conserve our state’s trees, forests and related natural resources. Who would’ve guessed that nearly 100 years later, they would ask Schaefer Advertising to build them a website?
Sure, we’re no Washington State, but Texas has trees too, you know. And while we may not realize it, every Texan benefits from the conservation and wildfire protection activities and programs of Texas A&M Forest Service. Two thirds of voters live within 10 miles of wooded area and more than half visit forests or wooded areas multiple times per year.
Our marketing objective was to create awareness of Texas A&M Forest Service as a trusted resource of information pertaining to all things forestry. The website is their core marketing vehicle, so it was critical that it be educational as well as engaging. Click the link and take a look around; it can be the one new thing you learn today.