Near Southside Inc.

Strategy

October 15, 2020

We get by together

The Near Southside is made up of a diverse kaleidoscope of local professionals working in the culinary, arts, entertainment, retail, and service industries. These people and the establishments where they worked were hit particularly hard when the pandemic hit. So, the Near Southside created the Southside C.A.R.E.S Fund, which directly benefits these Near Southside community members. 

Goals

  • Awareness campaign to raise $10,000, which will be matched dollar for dollar by a benefactor
  • Concert stream to raise $50,000 during contribution push

The Campaign

We were tasked with generating awareness and excitement for the Fund to encourage more donations to the artist and service industry members that make up the fabric of the Near Southside community. We created the tagline “We Get By Together,” which illustrates the central message of the campaign and nods to the primary goal of the Fund – caring for our neighbors living and working in the Near Southside.

The Southside C.A.R.E.S Fund serves two important purposes: to generate awareness of the fund, and encourage donations from a wider audience of people who live, work or play in the area. We began raising awareness for the C.A.R.E.S Fund with a social media campaign. It had to be colorful, easy to read, and hyper-share-worthy to encourage community participation, which was central to the campaign’s overall success. 

We built a landing page that acted as an informational hub and a place where people could contribute to the fund and find out more about how to apply for aid. The landing page lives at wegetbytogether.com – another nod to the reality that everyone is facing the pandemic, and we’re each in this fight together.

The Concert – Leon Bridges Live from the Southside

As the campaign unfolded the focus shifted from the website, to a free, live-streaming concert put on at Kent & Co. Wines by Near Southside residents Leon Bridges and Abraham Alexander. Both artists graciously donated their time and work to continue to raise money for the Southside C.A.R.E.S Fund. The concert directed people back to the website and encouraged more community support.

Concert Results

  • More than 7,000 unique viewers on the live stream from all over the world, including Russia, the Netherlands, and Egypt
  • Exceeded concert fundraising goal of $50,000

A Success for Our Community

The Southside C.A.R.E.S Fund was a rousing success and smashed the initial contribution goals. Thanks to the generous support of Marilyn and Marty Englander, every contribution to the Southside C.A.R.E.S. Fund was matched dollar-for-dollar up to 10K. Which means, donations doubled in impact. But the Fund would not have been as successful without tremendous community support.

Campaign Results to Date

  • More than $143,588 raised
  • 1,980 individual donors
  • 569 grants awarded

Looking Forward

As we continue to cope with the effects of the coronavirus pandemic, Southside C.A.R.E.S. is committed to supporting the district and the people who make it up. As a member of the community, it is our honor to help the Near Southside raise awareness and support for people in our community.

To contribute to the Southside C.A.R.E.S Fund, visit https://wegetbytogether.com/

Made Possible by Neighbors & Friends

This campaign and community concert would not have been possible without the incredible support and contributions from some of our local partners. Their generous donations and dedication of time and energy brought this fund to life and has helped improve the lives of people living in the Near Southside.

Kent & Co.

Near Southside Inc.

Marilyn and Marty Englander

Leon Bridges 

Abraham Alexander

 

October 13, 2020

We create community

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.

Updated Messaging

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. 

Director’s Note:

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!

Go Frogs!

 

Credits:

Concept by: Schaefer Advertising Co. 
Produced by: Schaefer Advertising Co. and Red Productions.

Cancer. The word is enough to halt most in their tracks.

It is a disease that affects us all and we will each witness someone live with during our lifetime. This biological villain seems to be impossible to vanquish completely. But sometimes our heroes need us to help support their mission, to rise up as a community and prove that our collective efforts can result in a greater impact than any individual endeavor. This is exactly the purpose of the Moncrief Cancer Institute Report to the Community: to connect individuals with the community they help and empower more people to join the fight against cancer.

Every four years, the Moncrief Cancer Institute produces a Report to the Community that educates the public about their latest advancements in cancer treatment. The goal of the report is twofold: to generate awareness about preventive care and access to cancer treatment, and encourage donations, so that they can better serve their patients and community – because when we all fight, we fight for all. 

People are at the heart of the Moncrief Cancer Institute and it was important for us to highlight the real people that are at the forefront of our society’s battle against cancer. Each person in the report features a community partner, volunteer, UT Southwestern / Moncrief physician, caregiver, and past or current patients. The report brings to light the personal stories of cancer patients and survivors and illustrates how Moncrief has helped individuals living with cancer and established itself as a premier resource in the global fight against cancer. 

The Moncrief Cancer Institute Report to the Community is a vitally important article that inspires hope in the face of a constant uphill battle. It encourages communal support and raises money for survivor services and early screening for those that would not otherwise have access to care. In short, it inspires everyone in the community to take a stand against cancer. Because if we face it together, we can end it together.

Recently, our friends at Hillwood Communities took home some serious hardware from the MCSAM Awards, which are given annually to builders, developers and associates who have made a significant and creative contribution in residential marketing through specific achievements in a given year.

Hillwood Communities won Best Overall Advertising Program for Union Park, Developer of the Year, and Lifestyle Director of the Year, among others. We couldn’t be more proud of the work that we do for Hillwood Communities and applaud their accomplishments – congratulations!

Hillwood is an incredible client to collaborate with and we’re proud of the work we’ve done for them. From creating integrated digital strategies to high-level branding and building a website focused on conversion, we’re incredibly grateful to have a client that provides us with ample opportunities to make a market impact.

***

DALLASSept. 1, 2020 VIA PRNewswire — Hillwood Communities, the award-winning master-planned community developer based in Dallas, won ten McSAM Awards Thursday during a virtual ceremony hosted by the Dallas Builders Association. The prestigious recognition included Developer of the Year as well Lifestyle Director of the Year and Best Overall Advertising Program for the developer’s Union Park community in Little Elm, Texas.

In addition to this year’s 10 awards, Hillwood Communities has received numerous McSAM Awards throughout its 32-year history across their entire portfolio in a number of categories as well as multiple awards for Developer of the Year. The McSAM Awards are given annually to builders, developers and associates who have made a significant and creative contribution in residential marketing through specific achievements in a given year.

“Being recognized with these McSAM Awards is a tremendous honor,” said Fred Balda, president of Hillwood Communities. “A substantial collective effort is what makes us successful. We are constantly evolving, using our expertise to plan and develop our communities based on the details and amenities our residents want and need. I’m so proud of our Hillwood Communities team.”

Lifestyle director Dee Davidson received the Lifestyle Director of the Year for her outstanding efforts creating an exceptional experience for Union Park community. As the Live Smart community’s onsite lifestyle director, Dee facilitates more than 300 events each year for residents, fostering relationships among residents, schools and local businesses and bringing a true sense of community to Union Park.

“I’m honored to have been recognized with a McSAM Award,” said Dee Davidson, Union Park’s lifestyle manager. Creating a quality lifestyle is at the heart of everything we do at Union Park. Providing opportunities for regular, safe, quality interaction that builds relationships is essential to making this happen.”

Hillwood Communities continue to raise the bar in terms of quality, innovation, and the unmistakable sense of community. The company purposefully designs each residential develop around the needs of the home buyers, planning walkways, gathering spaces and structural amenities to accommodate them. 

“We have always planned our communities with the resident in mind, looking ahead to anticipate their needs and wants, and designing them around that,” said Elaine Ford, senior vice president of Hillwood Communities. “I think that, along with our drive to create a sense of community, is the key to our success.”

In addition to the Best Overall Advertising Program Award, Union Park received awards for Best Graphic Continuity, Best Brochure, Best Print Ad, Best Radio Ad, Best Signage and Best Website. Hillwood Communities’ Pecan Square in Northlake, Texas, Pecan Square was awarded Best Digital Media Campaign.

For more on Hillwood Communities, visit www.hillwoodcommunities.com.

About Hillwood

Hillwood, a Perot company, is a premier commercial and residential real estate developer, investor and advisor of properties throughout North America and Europe. With a diverse portfolio of properties and home to many of the world’s leading companies, Hillwood is committed to bringing long-term value to our customers, partners and the communities we serve. 

Through its Communities division, Hillwood has delivered more than 30,000 single-family lots in 90 master-planned communities across 13 states and Costa Rica. These communities continue to raise the bar in terms of quality, innovation, and the unmistakable sense of community that sets each property apart. Before laying the physical groundwork for any new residential development, Hillwood Communities takes the time to focus on the ideals that draw people together — and the everyday interactions that strengthen those bonds. By purposefully designing its walkways, gathering spaces, and structural amenities to spark spontaneous encounters and foster shared interests, Hillwood Communities creates community in every sense. For more information, please visit http://www.hillwoodcommunities.com

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.

In real estate, a “sea of sameness” exists that engulfs the majority of brands. From real estate companies to master-planned communities to apartment complexes, there is a lot of branding overlap that makes it difficult for consumers to differentiate one brand from another. But, this industry-wide ubiquitous branding opens the opportunity for other brands to rise above the noise and connect with more consumers on a deeper level. For Hillwood Communities, that meant telling unique brand stories for multiple communities beneath one parent company.

Goals:

  • Analyze each community individually, and define their brand’s differentiators
  • Perform detailed market research to discover how each brand stands apart from the real estate market as a whole
  • Develop branded material for each of Hillwood’s communities that can be used across mediums for various marketing goals
  • Tell distinct stories for each development that will better resonate with target consumers

Navigating The Sea of Sameness

There’s a widespread marketing problem – the sea of sameness – that affects a variety of industries, but it is particularly prevalent in real estate. The sea of sameness occurs when marketers and brands capitalize on similar strategies and KPIs, resulting in identical tones, marketing approaches, and even branding aesthetics. This ultimately dilutes a brand’s market impact, and waters-down the effectiveness of marketing strategy. This market saturation makes it incredibly hard for brands to create real connections with the consumers they serve and hurts their ability to build long-term relationships with consumers.

Strategizing Brand Differentiators

The sea of sameness isn’t all bad, though, and gives willing brands a clear opportunity to use distinctive branding and different marketing tactics to overcome the ubiquity afflicting their competition. For Hillwood, we treated each individual community as its own entity and branded around what makes each community a unique and identifiable neighborhood.

Union Park is an active community that features an onsite elementary school and expansive green spaces. We wanted the community’s energy to shine through, so we used bright, vibrant colors, and highlighted some of the young residents having fun at the park, which better connects to the young family demographics at Union Park. The energy pops off the page, and the brand lives up to the tagline “live a vibrant life.”

Wolf Ranch is situated in the Texas Hill Country and offers a scenic, relaxing way of life hidden along Georgetown’s San Gabriel River. The residents of Wolf Ranch seek escape and adventure, so the brand had the opportunity to really lean into that with messaging and creative. We chose “the hill country is calling” as a tagline, warm, natural colors, and stunning photography of the community and the surrounding Hill Country in the brochure to mimic the nature surrounding Wolf Ranch.

Bluewood is a community in every sense of the word, where residents come together to form real connections and friendships. The community offers an abundance of features such as a community pool, trails, and an on-site elementary, all within a very attainable price point that appeals to Millennial and first-time homebuyers. To brand Bluewood, we chose bright, bold colors that help communicate the community’s exuberant energy. We brought through some of the blue colors used throughout the development and chose the tagline, “a community without compromise” to better highlight all the offerings at an affordable price.

Each specific brand identity is built with identifiable marks that express the community’s individuality. That same individuality allows the brand marks to be fluid and flexible, and useful on a variety of mediums. From brochures to websites and outdoor signage, the brand is clearly communicated and identifiable. By making that connection, we’re able to help spread broader awareness of Hillwood Communities’ developments, and more meaningfully connect with a larger audience of potential home buyers.

Results:

  • Created a full brand platform and messaging pillars for each community
  • Full asset creation and ability to utilize assets across platforms
  • Created a unified brand message, look and feel for each brand

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.

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.

Goals:

  • 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.

Results

  • 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.

October 22, 2019

Succeeding in simplicity

When Sight Sciences approached Schaefer to help launch their new OMNI® Surgical System , we set our eyes on the prize and got to work.

The OMNI Surgical System Breakthrough

The OMNI Surgical System by Sight Sciences is a ground-breaking solution for ophthalmologists that allows them to perform two different procedures on patients who need intervention in the conventional outflow pathway. It also allows surgeons to treat patients who had prior cataract surgery where they couldn’t before. That’s a long way to say, OMNI does something no other device on the market can. Clearly, we were looking forward to the challenge of launching the new OMNI Surgical System.

The Campaign

Devising core brand messaging takes hours of research, strategy, discussion, and countless iterations to finalize a succinct message that cuts through the noise of a competitive space. Ultimately, we selected the core brand message of “Intelligent design meets the proven pathway,” which is a powerful message to ophthalmologists. It speaks to OMNI’s ability to impact 360-degrees of the conventional outflow pathway with one device, which was impossible in prior devices, making the procedure much more convenient.

New Identity

Since OMNI is the next generation of two previous devices, it required a new identity and logo that represented the innovation and elegance of the new and improved OMNI Surgical System.

We created a mark that conveys the functionality of the device and nods to the shape of the eye. The single circle represents the unity of the OMNI device, while the two circles contained within point to the two procedures it empowers surgeons to perform. When added together, the three complete circles illustrate the three points of resistance in the conventional outflow pathway which can be navigated by the new OMNI device.

The Results

Launching a new ophthalmic product is no easy feat, and the Sight Sciences team was looking to make a splash in an extremely competitive landscape. The new OMNI device launched in September of 2018, and because of its quality and utility, quickly gained traction from surgeons.

OMNI released their new device with incredibly lofty sales goals for the first quarter of 2019. We’re proud to have helped them meet their goals sooner than expected, and place the new OMNI device among the top tier of surgical devices for ophthalmologists in record time. Now, the industry is taking notice and key industry thought leaders are singing the praises of the OMNI device, which only solidifies its place as one of the leaders in the market.

Making Life Better

Schaefer Advertising is always searching for ways to use our work to make life better, and it’s clear that the new OMNI surgical system can have a large, positive effect on many people.

Before OMNI, ophthalmologists would have to use multiple devices to achieve the same end goal. OMNI provides an elegant solution for ophthalmologists and its dual-purpose design makes it an excellent option for treating a wider range of patients. OMNI gives surgeons a powerful way to help people address a sight-threatening condition.