Fort Worth Chamber

Media

With new leadership in place the Fort Worth Chamber sought to revitalize the market’s perception within the Fort Worth business community and beyond. Schaefer was selected as their agency partner to lead them in developing and communicating the Chamber’s renewed energy and focus. The primary strategic imperatives were to both sustain the support of local businesses, while also expanding the Chamber’s economic development efforts beyond Fort Worth.

A Refreshed Position focused on New Energy, New Business

Each of our brand initiatives begins with a critical analysis of an organization’s strengths, weaknesses, and differentiators. For the Fort Worth Chamber, we identified the opportunity to capitalize on the legacy of the organization while creating a more defined and contemporary position that was current with today’s business climate. For the refresh, we saw an opportunity to stay true to who we are as a city and people, and root the Chamber’s new identity in the trailblazing spirit that has always defined Fort Worth. 

We needed to reposition the Fort Worth Chamber from the outdated organization many perceived it to be to the vibrant connector, advocate and driver of economic development they are today. Tapping into the exuberant energy of the Chamber’s new leadership, we focused on positioning the brand as an energetic organization that provides new business opportunities to trailblazers and entrepreneurs alike.

A Trailblazing Identity

Through our archetyping process, the agency established the organization as a Hero persona, defined by strength, courage, commitment, and a drive to move things forward. Using the Hero archetype as a foundation, our creative team explored a multitude of solutions for the new Chamber brand. In keeping with our process of immersion, the team explored other related and competitive organizational brands, the history of Fort Worth and the Chamber to inspire the recommended design solutions.

A key objective in creating the new brand identity was to build a flexible system that could be used across platforms and multiple team members. The new identity has been seamlessly incorporated into the marketing efforts of the Chamber’s internal team and provides a malleable brand kit that they can use for years to come.

Check out our case study to learn more about the refreshed Fort Worth Chamber of Commerce identity.

Introducing The New Frontier of Business in Fort Worth

To introduce the refreshed and refocused Fort Worth Chamber, we leveraged the creativity of the new brand identity and launched the “This is the New Frontier” campaign. The campaign was a fresh way to communicate the future of the Chamber and its role in Fort Worth’s economic development to existing members and new business prospects. We wanted to create a campaign that was uniquely Fort Worth and nodded to the legacy and history of the Chamber, while highlighting the exciting new opportunities that our city offers moving into the future.

To focus on the energy of the new Chamber, we captured authentic video footage and photography using real Chamber members. The tone of the assets are impactful, positive and motivational and highlights the frontier of the future on which the Chamber sits and actively cultivates. The final campaign is aspirational and confident and communicates that Fort Worth is a place where people roll up their sleeves and get to work. To launch the campaign, we used a targeted media strategy consisting of automated direct email, paid social, paid search and community influencers leveraging the rich assets we captured in the video production and photo shoot.

Results:

Schaefer Advertising is a valued strategic partner of the Fort Worth Chamber of Commerce. When we embarked on a complete overhaul of our brand, they provided subject matter expertise, thought leadership, and made the process an enjoyable one – no small feat! I would highly recommend Ken, Sara and the entire Schaefer team for any organization whose stakeholders demand excellence and a legacy brand in the Fort Worth community.

– Katie Douglass, EVP, Marketing

Situation

Mobility and innovation districts are places where pioneers make critical advancements in logistics and supply chain modernization. It’s also a place where technology breakthroughs are developed that can affect billions of people. They are critical to advancing how consumer and commercial operations move forward to improve lives everywhere. The challenge with innovation districts is communicating a tangible concept that resonates with valuable audiences and encourages entrepreneurs, scientists and business leaders to utilize the district’s capability.

We partnered with the AllianceTexas Mobility Innovation Zone to create a flexible identity package that communicates all the intangible benefits this testing ecosystem can provide mobility visionaries and their teams.

Making Intangible Value Tangible

We partnered with the MIZ team and entered into extensive discovery sessions to better understand where MIZ stands in the market and how we can highlight their value proposition and boost awareness of the one-of-a-kind opportunity that the MIZ offers mobility innovators. In marketing the MIZ, our first charge was to articulate the opportunity that the MIZ offers to technology innovators by creating a vision for something that did not yet exist.

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Through this discovery the Schaefer team identified that the AllianceTexas MIZ was a genuinely unique blend of people, places and things, structured in a manner unlike any other innovation zones. We leveraged this differentiation into a defining position and archetype to inform the subsequent brand identity and campaign creative development. This allowed us to tangibly define the value that the MIZ brings to entrepreneurs and innovators that elect to use their district and capabilities. Ultimately, this helps the MIZ advocate for new businesses and create long term partnerships with innovative companies that bring jobs to North Texas and innovation to the mobility industry. 

Messaging Full-Scale Innovation

We crafted “Innovation from the Ground Up” as a key message to clearly position the opportunity of the innovation zone. It nods to the full-scale capabilities of the MIZ and communicates it as a place where mobility innovators can push the boundaries of now to discover what’s next and do it all—ideation to implementation—at the MIZ.

Deploying a Detailed Digital Activation

We launched the updated identity with the “Innovation from the Ground Up” campaign, which introduced the MIZ as the premier, pioneering testing, scaling and commercialization ecosystem. The campaign solved three key communications requirements: promoting the MIZ brand, communicating the surface capabilities, and promoting the airspace utility. This reflects the total MIZ ecosystem and communicates it as a flexible, utilitarian space that is open for business across the mobility industry. 

We developed a multichannel digital marketing plan to launch the “Innovation from the Ground Up” campaign, utilizing paid media, native and sponsored content, email drip campaign and display banners. For paid ad placements, we strategically chose publications that resonated with our target audiences in the logistics, aviation and entrepreneurship industries. The campaign also engaged prospects directly through a targeted email campaign, which encouraged website form fills to contact the MIZ to use their testing ecosystem.  Ultimately, the digital strategy is successfully creating extensive brand awareness and driving both engagement and conversions from high value prospects which has yielded new business partnerships for the MIZ.

Early Results:

  • 300% increase in form fills MoM since beginning of campaign
  • 82% increase in Contact Us form fills
  • Display impressions increased nearly 200% MoM resulting in 141% more clicks
  • 34% increase in new website users
  • Improved brand exposure and market saturation

Golf is a timeless sport that brings people together to enjoy camaraderie and pristine, cultivated greens. But, what happens when you add luxury travel and experiences into a premium golf membership? You get Icon Golf – an esteemed golf and travel membership that takes players around the world. Icon needed to revamp their brand to generate more memberships, so they partnered with the Schaefer team to refocus their sales efforts with a full-scale, multichannel digital campaign and a new website. 

Partnering to Develop a Structured, Integrated Sales Process

We began our relationship with Icon Golf on the ground level as they were initiating the formal development of a structured sales team. This allowed Schaefer to partner directly with the Icon team to merge sales and marketing efforts. Icon’s previous marketing efforts were primarily functioning by word-of-mouth and leveraging connections with existing club members within their portfolio. While this approach was successful, there was an opportunity to expand their sales efforts through digital automation to reach a wider audience.

A Refreshed Creative Platform

We recognized an opportunity to reinvigorate their creative platform to better communicate the unique benefits that an Icon membership provides. Icon Golf offers members full privileges with an expertly curated collection of private golf clubs as well as luxurious member experiences and fully planned quests to exotic locales. So, Icon Golf is much more than a golf membership – it’s a full-package of golf and travel – and communicating that was the central challenge of updating their creative.

When creating the updated creative platform, we focused on the luxury aesthetic and benefits of an Icon Golf membership. We wanted the design and language to reflect the elevated perks and nature of the membership, all while highlighting the relationship-focused aspect of joining Icon Golf. The camaraderie between Icon members is a key strategic imperative, so we had to make that central in the updated creative deck.

We created the concept “Legendary is Within Reach” as our primary branded language alluding to the potential for legendary moments with legendary people, on and off the course.

A New, Optimized Website

The central piece of Icon’s rebrand was optimizing their website to generate more qualified leads. Previous to our relationship,the Icon Golf website was split into two different URLs – Icon.Golf and IconGolf.com to satisfy internal marketing objectives. However, this split up their traffic and made consolidating valuable lead information more difficult. So, we combined their properties into one streamlined website. To increase the site’s performance, we implemented key SEO and content updates targeted at their primary audiences.

Our team also redeveloped the site with crucial user experience updates to improve site accessibility and usability aimed at generating form fills from qualified leads. To improve usability, we simply added header and footer navigations to improve the overall user experience. In addition, we employed site tagging to capture key user behavior metrics in order to continue to drive future data-driven site optimization opportunities. Finally, we placed CTAs throughout prominent areas of the website so that users could always and easily make direct contact with the reps at Icon Golf. The final result is a website that supports Icon’s strategic marketing goals by generating more engagement and qualified leads.

Creating a Centralized Lead Strategy

To continue to round out the lead generation strategy, we implemented a CRM strategy to accurately target lists of valuable, interested leads with compelling emails. We connected key data sources – the Icon website, MailChimp, and Salesforce as well as other lead collection points to ensure that our data automatically fed into the sales process and reduced the work the sales team needed to do to generate more memberships.

We created a variety of emails around the central message “Legendary is Within Reach” that ultimately guided leads to complete a form fill and capture valuable data for converting more leads.

To round out the digital strategy for Icon, we created a multi-channel paid media strategy that targeted valuable audiences in paid search, paid social media, display banners and email. In addition, we cultivated strategic partnerships with golf publications and outlets to secure high-value placements in front of the most highly qualified audience.

Results

  • Over 562 qualified leads captured 
  • Lead collection increased by a minimum of 50% month over month as a result of targeting optimizations 
  • Contributed to the most successful initiation fee month in Icon history
  • Avg. time on page has increased by ~50%, indicating higher engagement and content usefulness
  • More effective website that supports sales and memberships
  • A refreshed brand that reflects the value and prestige of the membership and experience

Marketing in-person events comes with its own set of challenges, but after the pandemic struck, we were presented with a new range of obstacles to activate the community and generate awareness, excitement, and attendance. For the Kimbell Art Museum, we were tasked with creating a community activation campaign that highlighted Queen Nefertari’s Egypt exhibition and encouraged people to safely enjoy the exhibition in person.

Goals

  • Create community activation and engagement
  • Connect the exhibition to people and encourage them to enjoy it in person
  • Encourage community awareness of the new exhibition
  • Utilize social media to educate the public and generate buzz for the exhibition
Nefertari Mural's

Encouraging Engagement During Uncertain Times

Getting in front of your audience physically during the pandemic can be challenging, but there are creative ways to target and engage the community in the digital space that still leads to conversions. The Kimbell needed a big idea that could break the mold of traditional marketing, and we were up for the challenge!

Instead of relying on traditional marketing methods to encourage in-person attendance, we specifically utilized the digital space to accomplish this, examining new trends, tools, and opportunities to engage our audience virtually. While digital analytics are incredibly valuable, this presented another challenge because the ultimate measurement of success is in-person attendance.

Nefertari QR Code Scan for Kimbell

Pivoting for Success

Rather than presenting a hard push to get people to the Nefertari exhibition in person, we decided to bring the exhibition experience to the community in a safe way. We created a series of outdoor installations that teased the exhibition and activated audiences in the safety of outdoor spaces. Our team created 3 different murals and 8 different ground clings that educated people about the Nefertari exhibition and encouraged them to experience it in person. For placement, we leveraged internal relationships to strategically set the murals and ground clings in areas that have high foot traffic and chose locations to help build the Kimbell’s network and local footprint. These installations allowed our audience the chance to walk in Queen Nefertari’s sandals and experience the magic of uncovering a hidden Egyptian ruin.

Scanning QR Codes for Kimbell Nefetari Exhibit

Leveraging a New Technology

To supplement the installations and ground clings, we sought a way to digitally engage our audience wherever they are and immerse them in Queen Nefertari’s Egypt. We worked with the Kimbell to come up with an engaging digital campaign to shift into the digital space. This was a big step for the Kimbell, since most of their previous campaign activations were created with traditional advertising methods. After careful market observation and extensive digital discovery, we found that more and more destination brands were incorporating augmented reality into their marketing plans.

Augmented reality takes many forms, but at the core of AR is the ability to partially immerse a user in an experience through a digital device like a phone or computer. For the Kimbell, we sought to create an AR campaign that brought Queen Nefertari to life and offered our audience a new way to engage with the exhibition. We created two AR filters that gave people two distinct ways to place them in Queen Nefertari’s Egypt.

3D Renders of Nefertari Crown

The first AR filter we created features Queen Nefertari’s crown – a three-dimensional depiction of a flat hieroglyphic crown that people could wear and enjoy on Instagram and Facebook. The second AR filter features a series of hieroglyphs etched into stone laid behind the user to make it appear as if they had just discovered the ruins.

It was a challenge to take a flat hieroglyphic crown and turn it into an accurate three-dimensional rendering. But, after hours of research, testing, and iteration, we were able to take a piece of Art and turn it into a relatable and engaging piece of technology that was accessible and relevant to audiences everywhere.

Results

  • Helped the Kimbell effectively reach max capacity of the Nefertari exhibition
  • More than 1.1M paid media impressions
  • More than 5 thousand tickets sold
  • The entire campaign resulted in more than $383k in revenue
  • AR filter earned 5.7K impressions and 3.6K opens
  • CTR of 1.71%, above the industry standard of .8%
  • 308 shares of the filter ads
  • Incorporated new technology into our client’s marketing strategy
  • Produced and installed wall murals and ground clings

The Challenge

In the face of the Covid-19 pandemic, the Fort Worth Zoo needed a way to sell holiday adoptions and memberships. More than that, they needed a campaign that cut through the clutter of holiday advertisements to connect with consumers and convince them that a Zoo membership is the perfect gift for anyone who enjoys a unique and rewarding experience. 

Goals

  • Promote Zoo memberships and holiday adoption packages
  • Communicate the new delayed activation component of Zoo membership
  • Boost membership sales by defining the target audience and tailoring messaging to that base
  • Recapture some of the membership sales lost due to the Covid-19 pandemic
  • Help the Zoo sell 200 adoptions and boost membership revenue

Identifying the Right Audience

Before launching the campaign, we needed to identify and target the right audiences that were likely to purchase a holiday membership or a holiday adoption package. Before determining audience demographics we isolated Tarrant County as the primary market in which membership conversions would be most attainable

It was a challenge to promote both adoptions and memberships in one campaign, since the target markets aren’t the same. So, we had to carefully design our target audience to maximize exposure and conversion. 

To define our audience sets, we identified parents with young children as a primary marketing target, and general audiences as a secondary target likely to buy holiday adoptions. We also incorporated strategic site retargeting to market to users that have visited the Fort Worth Zoo’s website, and targeted additional users searching for terms related to the Zoo and holiday gift ideas. We excluded current Zoo members from all marketing. 

Refining a Compelling Message

For the first time ever, the Zoo offered memberships that allow delayed activation for up to nine months, which allows consumers to select when they begin their membership. This was done to help quell fears about the coronavirus pandemic and give Zoo members a chance to begin their membership when they feel safer. We created campaign messaging that reflected the new membership activation and featured it prominently across digital banners and paid social ads. The central campaign line of “Give now, enjoy later” communicates the spirit of giving a gift for the holidays, and indicates that it can be enjoyed at the recipients’ leisure. We featured the additional line of “choose when your membership begins” prominently across mediums to further communicate that a Zoo membership can begin whenever the member is comfortable. 

Results

100
of Holiday packages Sold

180000
Profit Generated

318
Return On Investment

41
Total Revenue Increase (December 2019 vs 2020)

Thriving Under Challenging Circumstances

The Covid-19 pandemic has illustrated the need for brands to think outside the box and find new ways to make their products, services or experiences accessible and safe for consumers. For the Fort Worth Zoo, that meant creating a new delayed activation membership and connecting with people that are ready to experience the Zoo under different circumstances.

When we took ownership of Lilyana marketing, the community needed a brand that better connected homebuyers to the true joys of living in this community.

Honing in on Key Differentiators

This community is far from cookie-cutter, so it only made sense to highlight the factors that make it stand out in a cluttered and crowded market. For Lilyana, it’s the conveniences and lifestyle that make it a truly special place to call home. With more than 50-acres of green space, the community is packed with natural amenities, numerous parks and things for homeowners to do outdoors. All of which keep the community and people connected. 

A Refocused Brand Position

Lilyana is located in Celina, a peaceful, up-and-coming town remote enough to harbor tranquility and close enough to Frisco to take advantage of its entertainment, energy and everything it has to offer. When we began to evolve the brand position, we pulled the thread of accessible tranquility to show prospective homebuyers that it is possible to have it all when you live at Lilyana. 

Communicating Joy and Tranquility 

We needed a way to portray the very real, and often intangible, qualities that make this community so special. By incorporating bubbles as a visual element, we were able to communicate the true value of a Hillwood community—connection, comfort and an ethos rooted in community. All while positioning Lilyana as a place to pause and enjoy the moment.

In addition to visually refreshing the brand, we also revitalized the brand language to communicate joy in the Lilyana lifestyle. “A place to embrace life’s moments” communicates that Lilyana is a community for people to slow down and enjoy their lives – right here, right now.

Building a comprehensive brand story gives real estate brands more space to have meaningful conversations with home buyers. Developing Lilyana’s position in a cluttered and competitive space helped the brand stand out, and ultimately led to more home sales.

When the pandemic began, the UNT Health Science Center embraced its position as a leader in our community by providing a singular source of uplifting and empowering content. This culminated in coviddayxday.com serving as the center of the UNT Health Science Center’s covid-19 campaign. We knew that we had to engage a wide audience and convince them to adopt new, healthy behavior practices to meet the campaign’s goals and keep our community safe. Sounds hard, right? It is – but reaching the right audience with the right message can be done through thoughtful strategy and nimble responsiveness. 

Goals

  • Generate community awareness of the coviddayxday.com website in Fort Worth, North Texas and beyond
  • Drive meaningful traffic to the new coviddayxday.com website
  • Encourage optimism and empowerment through reliable information

Meeting Audiences During the New Normal

Reaching audiences during a pandemic is tricky for numerous reasons, the largest of which is that people’s normal day-to-day routines have been overhauled, which makes reaching them difficult with traditional targeting strategies. So, when we began laying out a paid media campaign for DAYxDAY, we had to be creative and think about how to capture the attention of our audience in their new normal. Furthermore, we needed to communicate our message to English – and Spanish – speaking audiences that make up the bulk of North Texas’ demographic composition.

For general targeting, our strategy was adjusted for the lack of commute time where we would normally distribute content and re-tooled to focus on reaching audiences in-home. That meant leveraging Pandora and smart speakers to get media in front of people working from home. We also partnered with reputable news sources in North Texas for paid media, which elevates the trustworthiness of our content. To reach Spanish-speaking audiences, we used the same tactics and leaned into Spanish-speaking news partners as platforms to run paid media. 

Reliable Information

When we began the DAYxDAY campaign, one of the primary goals was to cut through the noise and provide consistent, reliable information that was rooted in science and verified to be a best practice for community health. While framing the content pillars, we asked ourselves “what kind of information would be most helpful to our target audiences?” After ample deliberation, we chose five pillars under which we’d publish and contextualize our website content: News, Tips, Community, Well-Being, and Health Experts. Each of these pillars represented a different scope of information that could help inform and uplift our community in the face of disinformation and the harsh reality of life-altering quarantine protocols.

To fill up our content buckets, we reached out to community health and news partners to provide a steady stream of topical, up-to-date information. In addition to partner content, we created organic articles that were based on thoroughly researched subjects that were reinforced with trending search traffic.

Adjusting in Real-Time

Navigating the ever-changing world of covid-19 – from evolving health protocols, to shifting rules on social media and search engines, and understanding new clinical study updates – made this campaign particularly challenging. However, there was nothing more difficult than adjusting to the shifting regulations on social media to boost our campaign messaging. Shifting social regulations meant that we had to be nimble and responsive to the latest updates and incorporate the ambiguity of the restrictions into our paid and social media strategies. Throughout campaign implementation, we had to adjust our boosted messages so they adhered to the latest regulations on that specific platform, but still communicated the points we needed to convey.

Results

  • Over 12.4 million media impressions served
  • Over 1.4 million people reached through social channels
  • Over 166,800 pageviews registered
  • Over 118,400 unique website visitors
  • Email, display advertising and paid social media performance each greatly exceeded industry benchmarks

Audience Engagement isn’t Rocket Science

Providing useful content to a receptive audience will almost always return quantifiable gains. Through careful market research and detailed audience targeting, we were able to exceed the healthcare industry benchmarks for each of our analytical KPIs. Through it all, we not only exceeded expectations, but we also held true to the goal of empowering an informed, optimistic response among the North Texas region. When your mission is to Make Life Better, these results make us all humbled to play a role in changing minds. 

Some campaigns are planned well in advance, which provides ample time to uncover strategic ideas and develop tactical solutions. However, certain campaigns operate under more confined deadlines, which necessitates expedited action to get to market quickly. No matter the planning time available, our goal at Schaefer is always the same— meet our client’s goals and provide a positive impact on their business.

Station House is a luxury, multi-family development in Frisco, Texas. Their team approached Schaefer with a unique situation: they needed to drive 60 new leases in just around 90 days in order to capitalize on peak leasing season. In addition to more residents, Station House needed to generate more brand awareness with their target consumers, young professionals working in the Frisco area.

Beyond the marketing goals, there were some interesting challenges facing our team as we approached this opportunity. Construction crews surrounded most of the major entry points into Station House, which made it difficult for potential residents to enter; there was limited visibility from the tollway, hurting their curb-appeal to traffic passing by; potential residents had to drive by major competition on their way to Station House; and, the amount of construction made prospective residents unsure if Station House was even open.

Between lofty marketing goals under a tight deadline, and the factors affecting local brand visibility, our team had plenty of challenges to navigate as we began strategizing.

Goals

  • Generate 60 new leases to meet occupancy goals in a tight window – 90 days
  • Increase brand awareness among target audience

Strategy

Station House needed a way to entice potential residents with their beautiful amenities and overall space, despite the temporary challenges with their location. Based on time and budget constraints, we chose to evaluate Station House’s existing marketing assets and make strategic recommendations about how to better leverage them to help the Station House rise above the competition in a crowded market.

In addition to photography assets, we identified an existing drone flyover video that would allow us to show off the complex, and its close proximity to dining and entertainment, unconstrained by the surrounding construction by leveraging an aerial view.

We leveraged the flyover video in rotation with other assets in a variety of channels, including Paid Social, Display and Paid Search to spread awareness about Station House, and all that it has to offer residents in Frisco.  We geotargeted strategic locations near Station House to capture the attention of young professionals in the area. In addition, we leveraged Facebook lead generation ads to expedite the process for connecting with a leasing agent. We also leveraged an offer message to incentivize web conversions.

As our campaign unfolded and the numbers began coming in, it was clear that our team had crafted a winning strategy for Station House.


Video Credit: Station House 

Results

  • Netted 68 new leases
  • Improved occupancy to 96% leased space
  • Increased website sessions 2X YOY during campaign period
  • Generated over 250 form fills
  • Produced over 900 phone calls through Google search ads
  • Provided clear strategy and exceeded predicted results

Make Life Better

It was a pleasure to work with the team at Station House, and we thoroughly enjoyed putting together a comprehensive campaign that was driven by a tight window of performance. It is such a treat to shape the fabric of neighborhoods by helping people find a spot to call their home, and turning prospects into residents.

 

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.

The Problem

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.

The Solution

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.

The Approach

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.

Goals

  • 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.

Results

  • 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.

Earning highly qualified leads is critical to the success of a conversion-based digital campaign, and Schaefer Advertising employs a blend of intelligent thinking and data tools to develop strategic campaigns that yield highly qualified leads that meet our client’s business objectives.

The Approach

Pomona – by Hillwood Communities – is a master-planned community in Manvel, TX, located just south of Houston. To meet their sales goals, Pomona depends on driving awareness and conversion in order to build foot traffic to their community, and ultimately close home sales. In 2019, Schaefer Advertising leveraged very specific and unique tactics to create a full-funnel digital marketing strategy for the community.

To begin the marketing planning process, the Schaefer team carefully scrutinized data related to Pomona’s key target audiences by evaluating the current homebuyer segment against prospective homebuyers. This information provided us “look-a-like” profiles that we applied to our targeting criteria, enabling us to get very specific demographics, psychographics and geographical insights. As a result of this granular audience definition, we were able to identify that many of Pomona’s homebuyers were employed at the Texas Medical Center, located just 15 miles from the community.

With this knowledge, the Schaefer team developed a very targeted GeoFencing campaign as a tactic within the integrated digital strategy.

The Goals

  • Move high-value prospects through the lead funnel by:
    • Building brand awareness for Pomona among a very specific subset of the medical community within the Texas Medical Center
    • Capturing a strategic audience group to retarget with outbound marketing efforts
    • Driving qualified leads from the medical community to model homes within Pomona
    • Closing home sales in Pomona

The Strategy – Hyper-Targeted Geofencing

GeoFencing is a targeted digital strategy that specifically serves display ad units to users who have entered a digitally fenced area. In order to structure a GeoFencing campaign, a virtual fence is mobilized around the targeted area to capture prospects and then deploy ads. A corresponding conversion zone is also established, allowing advertisers to track prospects from the GeoFence to the conversion zone. At Schaefer, we utilize variations of GeoFencing strategies across verticals to satisfy numerous goals such as driving event ticket sales or, in this case, selling homes.

Pomona Map

For Pomona, our team devised a GeoFencing strategy focused on capturing highly qualified prospects at the Texas Medical Center. We identified five key parking garages used by medical professionals that mirrored a large portion of the current residents of Pomona. Additionally, we eliminated patient traffic in order to maximize the media spend on the most qualified prospects. After outlining our geographic target area, we developed specific ad creative to target those audiences, with messaging focused on proximity between home and work – “Pomona, just minutes from the Texas Medical Center.”

The Ads

Pomona GeoFencing Ads

The Results

  • First GeoFencing campaign delivered 245,000 impressions and 18 conversions of highly qualified leads.
  • Second GeoFencing campaign delivered 335,000 impressions and 40 conversions of highly qualified leads.
  • The entire campaign delivered 580,000 impressions and a total of 58 conversions.

Making Life Better

A community is made up of far more than just buildings and geography. It’s about the people that say hello to each other every day, the experiences they share and the memories they make as neighbors. All of this turns a collection of buildings into a living, breathing community. We are proud to partner with Hillwood Communities, and help shape the fabric of their neighborhoods by delivering their message to the right audiences, and filling their communities with vibrant people.