The changing global landscape is driving more and more patients to seek options for remote care. For Epiduo® Forte Gel, the changing healthcare environment opened up an opportunity to create a compelling, digital way for them to understand their acne treatment options. In order to strategically position Epiduo Forte Gel ahead of its competitors, a chatbot was implemented on the brand’s website that encourages patient engagement and prescription adherence through medically and legally compliant content.
Motivate patients to ask their doctor for a first-time Epiduo Forte Gelprescription
Encourage prescription adherence
Cultivate increased web audience engagement with the target audience: teens that suffer from acne
Differentiate Epiduo Forte Gel in the competitive acne market
Chatbots in Healthcare
Chatbots present an excellent opportunity for healthcare brands to maintain healthy communication with patients. Market-wide, there are just over 1 billion searches for health information performed on Google daily, and 20 million patient and HCP digital conversation sessions per day, according to Google Health. Put simply, there is a growing market to provide patients a digital avenue for quick text conversations to understand vital information about their options. Furthermore, chatbots allow patients to quickly get the information they need and greatly reduces the time needed for a human to handle any given query, saving countless hours and thousands of dollars year over year.
Beyond implementing the new chatbot, we also provide ongoing chatbot metrics (or measurement) to gain better patient insights that help us better communicate with patients. By monitoring chatbot engagement, we are able to personalize the patient experience, improve the conversation streams and identify more opportunities to increase patient engagement.
The Conversation Tree of Conversion
When we began developing the Epiduo Forte Gel chatbot, we knew that it had to maintain compliance before it would ever get off the ground. So, we partnered with Conversation Health, a conversational AI platform that is purpose-built for the life sciences industry and sets the standard in terms of accuracy and compliance with medically-trained taxonomies, data sets, NLP and technical stack. Together, we worked to create a button-driven chatbot that adhered to appropriate parameters, a challenge many free text-based bots face when it’s time for legal/compliance review.
We designed the in-bot conversation around two key paths of the prospect funnel. At the top, general acne education and awareness. At the bottom, Epiduo Forte Gel education and follow-up consultation with a healthcare provider. This allowed us to gently move a prospect down the funnel from awareness to action regardless of their stage in the lead nurturing process.
5,000+ engagements in Q4
More than 1,100+ unique sessions in Q4
A majority of users opted in to provide feedback via a survey following bot usage
Most users rated the app usefulness as 5 out of 5
More than 72% of users indicated they would speak with their doctor about Epiduo Forte Gel
Chatbots are here to stay – in healthcare, entertainment and countless other industries. As utilization continues to grow, they will play a vital role in lead generation. This mechanism will also facilitate important doctor-patient conversations and shift valuable time that would otherwise be spent in patient care. The Epiduo Forte Gel chatbot continues to engage more patients with acne education and encourages prescription compliance and adherence every single day.
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.
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.
of Holiday packages Sold
Return On Investment
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.
The Gary Patterson Foundation raises thousands of dollars every year to benefit various education and children related entities. After experiencing Mack, Jack & McConaughey in Austin, the Gary Patterson Foundation was inspired by MCM’s efforts to empower kids through 2-days of fundraising and fun. After careful consideration, they decided to shift their traditional Joe T’s annual event into a weekend filled with fundraising activities from golf to galas. With a shift as big as this, they needed to create an impactful brand.
Develop brand name, narrative and messaging for the non-profit event series
Create a dynamic brand identity system that communicates the values of the non-profit
Finding the Way
We worked closely with the Gary Patterson and his team to better understand the audience and impact of the new events, and create a strategy that would speak to their target audience. The events needed to attract all generations of donors in North Texas, and be accessible to those that would like to donate for the first time. The new initiative also needed to be the core fundraising event for the Gary Patterson Foundation. So, we had to position it as an accessible, diverse non-profit open to those that aren’t passionate about sports, but also welcome those that are – it had to be inclusive and suitable for a diversity of mediums. From black ties to tailgates, the mark needed to be flexible enough to feel at home at any type of fundraising event.
Plenty of Good to Go Around
To communicate the breadth and impact of the fundraising efforts, we knew the brand and mark had to be big. With an emphasis on the good.
The organization landed on the name, “The Big Good,” which is direct, yet powerful. Its strength is in its simplicity. A quick read with enough flexibility to cover more than one specific event or fundraiser. The Big Good indicates the diversity of events and their monumental impact on North Texas families and beyond.
The typographic logo is purposefully simple to communicate the variety of events at the heart of the Big Good. Each of the letterforms is customized and unique which further emphasizes the diverse structure of the Big Good. The crossbars on the “H/E/B/G” are all different and intentionally illustrate the fun and engaging nature of the events that offer something substantial for everybody, and specific need in Dallas Fort Worth.
A subtly simple mark, paired with a direct brand name can make an impactful and memorable impression. The Big Good branding illustrates the power of using simplicity to communicate and represent a brand.
M. Kangerga & Bro Management (MKB) is a commercial real estate investment company that focuses on self-storage opportunities. The family-owned business has been around for more than 100 years—historic, yet brandless in their industry. To strike the right note, Schaefer partnered with MKB to develop their brand identity and expand brand visibility and credibility as the company sought investment partners.
The purpose of the MKB rebrand was to modernize the brand tone and visual aesthetics to not just live on, but inspire confidence and empower decisions among investors and new business leads. As the company expanded relationships with third-party investors, they needed a brand identity that leveraged their heritage into an authentic look with a very updated, polished feeling.
Capture history and legacy in new brand identity
Create a presence online to establish credibility and appeal to new investors
Create new marketing materials for investor pitches
A Nod to the Past, Present and Future
Stylistically, we wanted the new creative platform to pull through the heritage of the brand, but not feel old. We created a mark that nods to MKB’s roots, but also reflects where they are right now and where their company is heading. The primary logo has a quiet confidence, and the typeface’s nuanced letterforms illustrates the imperfections – but staying power – of carving into stone, which is a nod to the company’s impressive history.
The typography we chose is based on Jandus, which leverages strong architectural characters, friendly rounded corners and classic simplicity that can stand the test of time, just like MKB.
We selected a minimal color palette of dark charcoal and muted gold and cream, which represent the history and tradition that serve as the very foundation for MKB’s success, while also indicating their steadfastness and lasting nature. These colors work together to communicate that MKB is a trusted leader in commercial property investment and that their long history is full of decades of success.
Cohesive brand development
Logo recommendations and
Color palette, font solutions
Complementary stylistic assets
Narrative + messaging
When branding a company, it’s important to thoroughly understand the company’s principles and how they want to be known in the hearts and minds of their prospects. For MKB, we created a comprehensive brand identity that captures the history of over 100 years of successful business ventures and indicates that the brand will be around for many more fruitful years to come.
The Fort Worth Chamber of Commerce has served the business community within the Fort Worth area since the late 1800s, playing a pivotal role in nearly every major milestone that has occurred in the city. Moving into 2020, the Chamber’s CEO of over 30 years retired, opening the door for a new, visionary leadership team to continue the Chamber’s momentum in driving forward the success and growth of Fort Worth business.
The emerging Chamber team developed a specific vision and strategic plan to capture and sustain growth for the City of Fort Worth, serving as both the champion for existing businesses while executing aggressive economic development efforts. Critical to the success of this plan was to reintroduce the Chamber to our business community, influencers, and new prospects in a manner that would enlighten them to the value of the city and engage them with the Chamber. To accomplish this successfully, the Chamber team partnered with Schaefer Advertising to refine the communications platform and brand identity.
Each of our brand initiatives begins with a critical analysis of an organization’s strengths, weaknesses, and differentiators. We immerse ourselves in the vision of the company, including all marketing and business objectives. With the FW 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. Through the development of a Brand Archetype, coupled with a defined brand position and targeted key messages, we created a communications platform that the Chamber can use in their marketing efforts moving forward. This platform also fully informed the creative development of a new brand identity.
A Heroic New Mark
Our exploration process revealed that the Chamber was defined as a Hero archetype, a persona defined by strength, courage, commitment, and a drive to move things forward. Taking direction from that archetype, 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.
The resulting mark is simple, bold, and includes a star as a subtle nod to a boot spur and a connection to the prior iteration of their logo. The new identity evolves their brand to better represent the community it serves and the institutions it champions.
When it comes to oncology, medicine has advanced in big ways. But the business side of running an oncology practice hasn’t kept up. In the age of automation, back-office operations are often tedious, siloed and completed manually. Factors that contribute to misused resources and the growing cost of cancer care. That’s where AC3 comes in.
AC3 is a practice intelligence platform that harnesses the power of data to improve the quality and speed of back-office work. Allowing doctors and staff to trade paperwork and process for a more meaningful purpose—caring for patients. With care being core to their business, the real obstacle was creating an identity that lived up to AC3’s cutting-edge capabilities as well as their impact on patient care.
Bringing Care Into Focus
Cancer is humbling and, most importantly, human. So the branding had to communicate the function of a tech-driven product in a very human way. In addition to a visual identity, AC3 needed a way to talk about themselves to a more public audience. We developed positioning that helped define who they are. And rooted it in the real-world, analog benefits doctors and patients experience. Productivity, revenue, quality of care, this platform gives doctors the ability to do more. A lot more.
For the mark, we took a nod from the company’s namesake—Advanced Cancer Care Centers—and aligned it with the platform’s ability to improve operations within a practice exponentially. We let positioning guide design and the result was meaningful.
With any tech-based product, there’s a concern around sharing proprietary imagery—a challenge we faced when representing the product in a tangible way. Rather than showing the software itself, we focused on the moments AC3 makes possible.
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.
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.
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.
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.
Connecting with the right target audience is crucial to marketing success. Bluewood is a Hillwood community filled with possibilities. Known for its unique ability to balance comfort and adventure, Bluewood wanted to attract a new wave of home buyers entering the market by crafting a campaign message that rang true to its target buyer and its inspiration. So, we evolved their existing messaging to create a new campaign that attracted young, vibrant shoppers, and cemented the Bluewood brand as a community without compromise. When we set out to create updated messaging, we aimed for something that reinforced the brand’s positioning and communicated the energy of Celina and the personality and vision of the community. Celina is a city that is rapidly growing and offers new residents fantastic potential as an up-and-coming community.
We landed on “Meet the Community as Bright and Bold as You Are,” intentionally focusing our position around the experience, to better paint a picture of the lifestyle Bluewood promises. The message immediately identifies with the younger homebuyer looking to buy a home in an up-and-coming community that just happens to be situated in one of Texas’ fastest-growing cities. It nods to a growing community emboldened by the people who live there. The updated message reflects the optimism of the area, the community and our target audience to position itself right alongside this exciting stage of life – bright and bold.
River & Blues Fest is a new kind of music festival, featuring a uniquely American lineup of longtime favorites and soulful up-and-comers in country and blues. Launching its inaugural year right here in the heart of Fort Worth, the River & Blues Festival needed a dynamic identity system to engage and attract music lovers and artists alike across a primarily digital landscape.
Launching a New Identity System
Drawing inspiration from the rhythm and the river, we turned up the volume on the ethos and the experience to allow the vision of the festival to come through. The result was a scalable brand identity that represented the heart and soul of the music itself—a perfect balance of grit and a good time. With so many moving pieces, it was important to create a system that easily blended photography, motion and print elements, but most importantly position this instantly legendary weekend as one that can’t be missed.
Connecting with Our Target Audience
Launching any new brand can be a challenge and making noise about a music festival can be especially challenging in Texas. But, a clearly defined vision and a true one-of-a-kind blend of country and blues music is a fantastic experience to position. To connect with a wide audience, we needed to communicate that the River & Blues Festival is not just a blues festival, but also a country music festival, which appeals to a wide range of local music fans spanning demographics. Furthermore, we wanted to bring the river through in our messaging and identity to illustrate that the festival takes place on the Trinity River at Panther Island Pavilion in the heart of Fort Worth.
Concert Going amid Covid-19
“The best-laid plans of mice and men often go awry.” If 2020 has taught us anything, it’s that anything can happen. But, what no one accounted for, or could have foreseen, was the covid-19 pandemic. River & Blues Fest was meant to make its first-ever debut during the summer festival season. As it turns out, that fell right during the height of the coronavirus lockdowns. Like other big-name events, we had to shift from a traditionally communal live music experience to a socially-distant, socially-conscious festival. Which meant more than a new date to ensure the people attending, playing and working not only felt safe but participated responsibly. In addition to new precautions we needed to communicate that, while the experience might look different, the music still sounds the same. And after all this time apart, maybe sweeter.
Brought a new brand to market and established their brand foundation
Created a flexible brand identity system
Built a new website aimed at ticket sales conversions
Partnered with artists to cross-promote on social and traditional radio
Total digital campaign resulted in more than 150,000 impressions and an above-average CTR
Built an email database from no subscribers to just over 1,500
Make Life Better
Artists and the people who support them rely on gigs and performances to make a living. River & Blues Fest is, without a doubt, going to be a good time. But it’s also going to prop up an art form, a nearly forgotten genre that survives with every chord. More so, it supports the artists, especially the grassroots, independent and often local musicians still waiting to be discovered. We are so proud to work with a client that uplifts the local creative community and is flexible enough to adjust their brand-new music festival to be safe and socially distant. Bringing people together safely is important now more than ever.