Moncrief Cancer Institute

Media

How humanizing a “free screening” offer helped a client achieve 95% of their 3-year goal — in just 8 months.

Situation

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. 

moncrief billboard

Goals

  • 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

Strategy

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.

Moncrief case study social spanish

Solution

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. 

Moncrief Cancer Institute Website Layout

Results

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
  • Developed materials that translated seamlessly into Spanish, Arabic and Vietnamese

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.

Moncrief case study social

Summary

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.

Lead Generation 101

Today, consumers want easier and more convenient access to care—including options that let them choose online scheduling and virtual visits. While 65% of the general public are interested in communicating with physicians through digital channels, this demand is even greater among younger patients: 92% of Gen Z say that care provided via telehealth is the same as—or even better than—in-office visits.

For TimelyMD, a virtual health and wellness provider focused solely on the higher education market, this creates an anticipation of increased competition from other providers seeking to capitalize on this demand. Their two most pressing challenges: proactively cement their market penetration, and to improve lead generation and response from their core audience. Schaefer Advertising was tasked with accomplishing both.

Goals

  • Increase lead generation
  • Defend TimelyMD’s niche as the leading telemedicine provider for higher education
  • Communicate key brand differentiators to campus decision-makers
  • Sustain brand equity and awareness

Textbook targeted messaging

Most telemedicine providers use a “one size fits all” approach to virtual health and wellness. TimelyMD, however, designed their service offering specifically for higher education students. Because of this, we were able to laser-focus our messaging to a select group of administrative decision makers at 5,000 colleges and universities.

An omni-channel campaign was developed that spoke to our audience on a deeper, more empathetic level by addressing the specific needs of students and universities. Using the umbrella theme of “Wellness Is Now In Session,” we delivered sub-messages that pointed out how TimelyMD had a proven track record of improving and enhancing programs at nearly 250 institutions by enabling them to:

  • Offer 24/7 access for students, on and off campus
  • Fill the gaps in their existing wellness programs by treating more than 120 conditions
  • Tap into a network of providers and mental health professionals as diverse as their student body
  • Further their initiatives to promote healthcare inequity by providing access for all

Helping universities help students

At the heart of the effort was an end-to-end campaign that used digital, video, email and social media to lead prospects to an updated, re-designed website. On the website, they were met with a variety of targeted messages, each designed to optimize lead conversion and steer them toward a product demo request.

Along the way, we humanized the brand’s message by reinforcing TimelyMD’s empathy toward the urgent, growing need for easy access to campus wellness programs: Last year, 41% of higher education students reported major or moderate depression, and 13% reported suicide ideation. 63% of students say that campus therapy helped them stay enrolled, while 64% of those who dropped out claimed that mental health issues played a role in their decision. In short, it was a case of targeted messaging, delivered through an understanding and empathetic voice. By humanizing TimelyMD’s mission to deliver the care students need, we were able to reach our audience on both a rational and emotional level.

Results

With this humanized approach, Schaefer was able to help TimelyMD generate more leads and effectively differentiate them from the other telehealth services.

Even as the telehealth market grows more competitive, decision makers at colleges and universities across the U.S. are growing more aware that TimelyMD is the leader who specializes in their world, and who has a proven understanding of the physical, psychological and emotional needs of today’s students.

Performance Benchmarks

  • 73% to Lead goal in first 3 months of the 9-month campaign
  • Campaigns have driven 27K New Users to the splash page over the first 3 months of the campaign
  • Google Ads’ CTR is 5x higher than the industry average
  • Bing Ads’ CTR is 4x higher than the industry average
  • Facebook Ads’ CTR is 2.4x higher than the industry average
  • LinkedIn Ads’ CTR is 2x higher than the industry average
  • Email deployments’ Open Rate are 2.4x the industry average

By taking an emotional and empathetic approach to the issues faced by students and campus care professionals, Schaefer was able to drive solid, measurable results for TimelyMD. It’s a textbook example of how humanizing healthcare isn’t just about creating good feelings; it’s also good business.

October 22, 2022

What lies beneath

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.

Omni Magazine

Goals

  • 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

Role

  • Campaign Concept
  • Messaging
  • Illustration 
  • Event Activation

Omni Top Down Illustration
Omni Illustrations

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. 

Omni Chalk Drawing

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. 

Omni Chalk Drawing

Diving Deeper

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.

Omni Chalk Drawing

Results

  • 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.

Goals

  • Raise awareness
  • Increase brand equity
  • Define what HSC is and does
UNTHSC Campaign Billboard

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.

UNTHSC Campaign Billboards

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. 

HSC boldly and bravely pursues all paths to health.

UNTHSC Campaign Advertising

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.

UNTHSC Campaign Signage on Campus

Results

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.

  • 116,736,316 Impressions  for Traditional + Digital
  • 84,667 Clicks
  • 46,539 New Users to Website
December 3, 2021

Engaging Diverse Audiences

UNTHSC Covid Vaccine Website

Opportunity

Changing perceptions can be accomplished in many different ways. When it comes to public health, facts must play a key role in education, which can lead to change.  In 2021, a general lack of vaccine confidence was causing concern and hesitancy among specific communities. UNTHSC partnered with Tarrant County and Schaefer Advertising to assist with vaccine education, communication and distribution of COVID-19 vaccines in North Texas. The primary objective was to reach and convince those who may not have heard, have access to, or are opposed to getting vaccinated. 

UNTSHC Tarrant COVID-19 Vaccine Social Posts

Goals

  • Education and awareness in the greater Tarrant County region
  • Increase vaccinations in historically underserved markets outlined by Tarrant County:
    • Rural communities
    • Lower HHI
    • Black, Hispanic and Vietnamese neighborhoods

Knowing that education is the first step, we saw an opportunity to engage with community-based organizations, faith leaders and other trusted members of these communities to design a campaign that drove awareness and, most importantly, access. The ultimate goal was to help the public feel informed and confident about getting vaccinated and empower people to make that decision for themselves and their families.  

We leveraged in-depth research and population data outlining key neighborhoods and zip codes for localized media placements and outreach events and behavioral trends to reach these audiences with empathetic and culturally relevant messaging backed by science. 

Additionally, we implemented proven best practices for copy and visual solutions for reaching these audiences, including simplified text, negative space, multilingual advertising and featuring key members from each target community to build trust.

UNTHSC COVID-19 Advertisements

Solution

  • Developed a new microsite that served as a resource for community partners, vaccine registration and community education
  • Launched a hyper-focused, omnichannel media campaign consisting of OOH, print, direct mail, paid search, social, display, radio, streaming radio and direct buys with local publications directing users to the new microsite
  • Partnered with influential members and popular media outlets to not only reach but resonate with each community
  • Curated content in three languages to build trust and targeted ads to Spanish and Vietnamese websites and high-traffic neighborhood establishments. 
Tarrant County Strong COVID-19 Vaccine Billboard

Results

  • 127,108,089 total impressions served in our market in just 3 months
  • 20,000+ vaccines administered to key zip codes designated as populated with  residents who were  unaware, unable and/or unwilling to get vaccinated

In Spring 2021, the Fort Worth Zoo was ramping up to unveil their new habitat, Elephant Springs. The habitat, which is home to the Zoo’s Asian elephant herd and a greater one-horned rhino, is part of the Zoo’s Wilder Vision initiative. With opening day on the horizon, the Zoo needed a way to generate excitement and communicate the truly immersive experience to new and returning Zoo goers. After all, Elephant Springs is more than a habitat. It’s a destination worth visiting.

Opportunity

After more than a year at home, people were ready to look forward to something big. And the grand opening of Elephant Springs was the perfect way to delight and excite animal lovers everywhere. Featuring wildlife and environmental details unique to the natural habitat that inspired it, we wanted to highlight this much-awaited encounter as more of an adventure than an exhibit.

Goals

  • Increase awareness and excitement for the opening of Elephant Springs 
  • Boost ticket sales from both new and returning customers 
  • Develop a campaign that extends beyond opening day
Elephant Springs Out of Home

Approach

Some of the best things in life aren’t things at all. They’re places. Filled with the sights, sounds and even splashes that make a place unique. Drawing inspiration from Elephant Springs’ authentic environment and immersive nature, we decided to focus the campaign around capturing the playful and engaging way both people and wildlife experience the habitat.

The only problem? We had to imagine it. To ensure the campaign was ready in time to promote the exhibit as soon as it opened to the public, we had to envision the experience based on renderings and small-scale models. The habitat has no shortage of water features — large pools and waterfalls designed to create new opportunities for animal enrichment and soakers that allow guests to interact with the herd directly. Alongside the Asian elephants that now call this habitat home, we decided to make water a main character in our campaign. 

Creative

Working with wildlife is tough. Patience, flexibility and creativity are essential to capturing key frames and moments that can be utilized in the campaign. We partnered with zookeepers to create fun enrichment opportunities that allowed us to photograph organic moments of the elephants getting acclimated and enjoying their new yard. In the end, we were able to provide the Fort Worth Zoo with a full stack of assets that could be used for years to come. 

To build excitement for the new exhibit, we created a delightful soundtrack made entirely of the splashes and features of Elephant Springs, composing a soundscape as adventurous as the environment.

Elephant Springs Magazine and Mobile Ads

Results

Opening a new exhibit attracts people from all over the state and beyond. To help meet the Zoo’s annual goals, we created a robust omnichannel campaign inclusive of traditional and digital media, including streaming audio, video and TV. Seeing an opportunity to expand awareness, we partnered with Visit Fort Worth to co-brand ads in Texas Monthly and on billboards across Texas. Additionally, we targeted travelers throughout DFW and Love Field. Because this was an awareness campaign, our success was measured in tickets sold (attendance), impressions served and reach across the state.

  • 200% increase in website sessions 
  • 242% increase in new users on the Elephant Springs webpage
    • 5.6 million website pageviews
    • 1 million website sessions 
  • 681.3k new users on the website (16% increase in sessions and 22% increase in new users) 
  • 600K general admission tickets purchased and over 23k memberships/renewals sold during the campaign run (April – July)
  • The Fort Worth Zoo met their annual attendance goal in three months early
  • 16% increase in organic search and direct channel traffic to the website 
  • 14.9K YouTube video clicks 

Every year, migratory birds travel through Texas to reach their destination. Many of them migrate at night, when street lamps and building lights shine bright. During peak migration months, artificial lights can pose a danger and often cause death for millions of migratory birds traveling at night. Inspired by our love of the Texas sky and all the wildlife in it, we developed a campaign to raise awareness and encourage Texans to turn off the lights. 

The Challenge: Reduce Unnecessary Light Pollution

The Cornell Lab of Ornithology has dedicated itself to advancing its mission of understanding and conserving the natural world—with a specific focus on birds. According to research, light pollution emitted from Texas cities, especially DFW and Houston, attracts and disorients birds—causing millions of them to fatally collide with buildings and windows. To reduce non-essential light output during peak migration times, Cornell Labs partnered with Schaefer to create a PSA campaign to drive measurable change. The “Lights Out” initiative was designed to raise awareness around the issue and show Texans that saving millions of migratory birds is as easy as flipping a switch.

Protecting the Skies Over Texas

Our biggest challenge was utilizing data to create an emotional response, ultimately driving people to not only pay attention, but to act. We focused our attention on the two groups who could make the biggest difference—residents and commercial building owners/operators. With a nod toward Texas’ unofficial motto “Don’t Mess With Texas” and an appeal to Texan pride, we created the Protect the Skies Over Texas campaign. 

Utilizing hard-hitting facts and direct language, we developed a message that spoke to our key audiences. The language paired with clean typography and bold visuals to make the campaign difficult to ignore. And easy to act on. To track the effectiveness of our planned media, we invited Texans to pledge to flip the switch on nonessential lighting.

Meaningful change begins within our communities, so we connected with local leaders and business owners to ensure the campaign messaging we delivered inspired people to make a difference—in the air and on the ground.

Summer Zoo Camp Paid Advertising

Every year, the Fort Worth Zoo hosts an immersive educational experience called Summer Zoo Camp. This adventurous program offers campers—from kindergarten to high school—a variety of unique summer camp options. Coming off the heels of the pandemic, families in North Texas were thrilled to give their children a chance to learn, play and make new friends in a safe, outdoor environment. And the Fort Worth Zoo was ready to provide the perfect space to experience wildlife up close.

Proud to create a fresh and original concept once again for this annual event—we infused into it, the world’s collective excitement for getting back to normal with those we love most. Leaning into a familiar and revered summer tradition, we concepted an enticing summer blockbuster theme, successfully casting a wide net on a wide-ranging audience.

Coming To a Zoo Near You

Fort Worth Zoo Camp Print Advertisment

Summer Zoo Camp is a truly one-of-a-kind program where campers of all ages can safely explore and expand their knowledge of wildlife conservation. All while discovering new friendships and finding ample opportunities to grow their imagination. We recognized the importance and the potential impact of this educational program for young explorers, so we set out to create messaging that would attract the true decision makers in the home—moms. Every year, the Zoo creates themes that drive the conceptual direction of the creative. Inspired by this year’s movie theme and the posters theaters use to promote films, we featured Summer Zoo Camp and a star-studded cast of camp experiences.

Paid Social for Summer Zoo Camp

Choosing to incorporate bright, flying flamingos in our messaging allowed us to easily showcase one of the Zoo’s favorite characters to catch people’s attention immediately. Our digital advertisements performed exceptionally well—as this medium allowed the static flamingos to animate and fly across the screens of thousands of North Texans. By the time the credits rolled, Summer Zoo Camp had nearly sold out, successfully achieving summer blockbuster status. 

Fort Worth Zoo Summer Zoo Camp Billboard

Results:

  • 2,586 registrations were made—achieving 98% of the target goal
  • More than $716k in revenue reported
  • Our flying flamingo stars made over 8.5 million media impressions while in the spotlight

The Situation

While the spring break season is consistently successful, Telluride Ski and Golf Resort needed ways to entice travelers to visit during off periods leading up to peak season. To do so, they developed a discounted lift ticket and partnered with Schaefer and local retail locations to get the word out. While similar campaigns had experienced previous success in markets within driving distance to the resort, Dallas Fort Worth, a flight-first market, needed a unique strategy and market push to get in front of the right audience and convince them to convert.

A Nimble, Focused Strategic Partnership

With spring break rapidly approaching, we moved quickly and efficiently to launch the campaign in market at the optimal time. Our team offered strategic direction to their in-house creative team to be most cost-effective and focus our efforts on media strategy and getting into market in a very quick time frame. Telluride offered the discounted tickets through ski shops throughout DFW, so our digital strategy focused on driving foot traffic into the retail stores to ultimately sell the lift tickets.

Creating a Digital Strategy Aimed at In-Person Conversions

Because there was no online portal for selling discounted lift tickets, our campaign focused on building awareness and driving audiences to local ski shop partners to purchase tickets. With minimal time available before launch, our team created a streamlined media strategy that pushed audiences to a landing page where they could learn more about the retailers offering discounted ski lift tickets. The strategy incorporated paid social and display ads targeted through strategic geofencing, contextual targeting and retargeting with content related to skiing, outdoors and travel. We determined that tourists are the primary market interested in and available to book last minute trips, and targeted users that had a propensity to travel and an interest in skiing and resorts. Ultimately, our team created an effective digital strategy that engaged leads and moved them to brick-and-mortar retailers to purchase their tickets.

Results:

  • Campaigns contributed to 181 total passes sold in-store and over $85,000 in total revenue for an overall ROI of 13:1.
  • Sold 181 tickets in 14 days.
  • Telluride sold 4X the number of ticket sales during our campaign compared to the previous period.
  • The Telluride “5 Day Special” landing page received over 6.9K pageviews over the course of the campaign. 
  • Almost 11% of landing sessions were “engaged sessions” (691), where users spent more time on the page or bought tickets. 

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:

This campaign aimed at promoting the Fort Worth Chamber’s launch into the regional market and their renewed emphasis on driving and supporting business growth in the city. It led to an  increase in lead generation, memberships and interest in partnerships with the Chamber. 

  • 1.9 Million Media Impressions
    • 5.3K Paid Search
    • 246.6K Paid Social
    • 1.2M Display
    • 396.5K External Email 
  • Web Traffic Growth 
    • 46% Increase in Direct Traffic
    • 64% Increase in User Engagement 
    • 19.5% CTR from Paid Search – 5x the industry average 
  • 230 Form Fills in 74 Days
    • 66% Increase in Contact Us Submission 
    • 34% Increase in Membership Inquiries

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
Enter the Fold
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