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.
Generate 60 new leases to meet occupancy goals in a tight window – 90 days
Increase brand awareness among target audience
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
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.
One of the most thrilling challenges is helping a client launch a new product, which is exactly what we did for the TearCare® system by Sight Sciences.
To introduce a new brand to a growing market
Capitalize on a market opportunity with disruptive technology
Improve the lives of patients by getting a new product that targets the underlying cause of dry eye into the hands of eye care professionals
Analyzing a New Market
Before launching any new product, it’s critical to have a deep understanding of the landscape and the potential competitors or challenges within the market. For TearCare®, we performed a thorough analysis, through both primary and secondary research, of the overall healthcare environment, the eye care submarket, the competitive set and TearCare® ’s differentiating attributes. We came away with some incredibly useful data.
There are 40 million dry-eye sufferers in the United States, and of those, 86% have some component of Meibomian Gland Dysfunction (MGD). We discovered that most of the existing dry-eye devices are cumbersome to administer to patients, take the precise control out of the doctors’ hands and are expensive for a practice to adopt.
Because of the way TearCare® was designed, and its philosophy to address the root cause of dry eye with a combination of leading-edge technology and doctor skill, we saw this is a huge position of value for TearCare® – and that’s where we began crafting our strategy.
A Different Kind of Healthcare Product
Traditionally, the treatment of dry eye disease has been done with large pieces of stationary equipment that requires the patient to keep their eyes closed and doesn’t fully allow the eye care provider (ECP) to fine-tune the procedure to their specific needs.
Even newer entrants into the market addressed the condition in impersonal or intimidating ways, potentially leaving the patient and the ECP with a sub-optimal approach. In addition, the market leader is incredibly capital intensive and presents a challenge to eye care practices to meet their business goals. These conditions created a perfect combination for a company and a new device to address dry eye differently.
Enter TearCare® – the most unconstrained way to target the underlying cause of dry eye – and make real headway – in evaporative dry eye disease.
TearCare® is the world’s first blink-assisted device that applies heat to the eyelids to remove blockage associated with Meibomian Gland Dysfunction. It’s a wearable, blink-assisted design that offers a universal fit across various patient lid anatomies and delivers consistent thermal energy to prepare meibum for clearance by an ECP. It does so in a system that doesn’t require a steep financial investment in a large piece of equipment. All of this informed the final positioning of giving healthcare providers and patients freedom.
Launching a Product to Disrupt the Market
Launching a brand-new product is incredibly exciting but introducing one that will make the entire market take notice can be exhilarating.
We helped take TearCare® to market with a fully integrated marketing and advertising strategy that focused on the freedom TearCare® gives patients and ECPs, differentiating the device from others in the space.
We utilized a blend of paid, owned and earned media channels to deliver the primary campaign messaging. We designed a new website to act as the central hub of information about TearCare® and helped educate healthcare professionals about the new device with trade show activation, sales support materials, and practice-building resources.
This entire campaign was aimed at educating ECPs, introducing them to a new way to treat MGD, and helping them get the device and training needed to begin helping patients. As the campaign began to rollout, the results were astounding.
Brought brand new, disruptive product to market
The number of new accounts opened in year 1 was 3 times that of the nearest competitor
Make Life Better
Healthcare work is always incredibly rewarding because it allows our team to help connect healthcare professionals to patients in need. For Sight Sciences’ TearCare® device, we were able to help connect healthcare professionals to a new device that targets the underlying cause of dry eye and make life better for those suffering from a chronic degenerative disease.
Most prescription savings cards cover a narrow scope of treatments, which overcomplicates the savings process. As a result, patients are often left confused about how to redeem savings and may end up actually paying more for their prescriptions. Discounts change frequently and branded products are not always covered, leading to patients and providers losing confidence in the cards and programs themselves.
Galderma CareConnect is a patient savings program that consolidates Galderma’s prescriptions into one savings portal that’s accessible for patients and “Remarkably Simple” to use.
Build awareness of the savings program among qualified patients.
Make the program easier to access for patients.
Inform more potential patients about their eligibility for the program.
Strategy & Execution
Schaefer led the Galderma CareConnect launch with a few key strategic imperatives: communicate the scope of Galderma prescriptions covered under the program and quickly build awareness of the program among patients, healthcare providers, and pharmacists. We developed a comprehensive, multi-channel campaign around the tagline “Remarkably Simple.” This included traditional advertising, digital ads, video, paid digital media, display targeting, customized email marketing as well as personal and non-personal sales support.
Connecting Patients with Care
At the core of this comprehensive campaign was GaldermaCC.com, a centralized location for information about the savings program. The site was strategically developed to communicate key information to each of our core audiences:
Patients – Information about savings, ease of use and a great opportunity to quickly download a GCC card.
Healthcare Professionals – Key points to share with their patients when prescribing Galderma products, information about pharmacy access and a portfolio of products on the card.
Pharmacists – Information about patient eligibility.
The website follows a clean design and user-friendly navigation to make the user experience just as “Remarkably Simple” as the Galderma CareConnect program itself. In addition, the website utilizes a seamless API to connect directly with the card provider, so that a unique card can be generated in just seconds when the user chooses to download.
By making this direct connection, we are able to utilize technology and data to measure card redemption rates at pharmacies across the country and measure the success of marketing campaigns in market.
In less than two years, Galderma Care Connect site metrics have steadily climbed month after month.
To date, Galderma Care Connect has reached more than one million unique patients.
As of June 2019, more than 3 million prescriptions have been processed through the Galderma Care Connect portal, saving patients, healthcare providers, and pharmacists valuable time and money.
MM&M Gold Award for Best Payer Marketing.
Make Life Better
Navigating healthcare can be a confusing process for patients and even some healthcare providers. By creating the Galderma CareConnect website, we were able to help more people download a patients’ savings card and connect them with more affordable care.
Apps are everywhere and ever-reaching into the little nooks of our lives to improve some aspect of our experience. Want to plan your meals by the cycles of the moon? There’s an app for that. Want to order delivery Thai food without having to speak with someone or exchange cold hard cash? There’s an app for that. Want to have a group light-saber battle with your friends and family and divide the group among Jedi and Sith? You get the idea: from fun to food delivery, apps are diverse and serve a variety of functions. But, there’s a decided lack of apps on the market that support someone in their struggle against acne – until now.
Epiduo® Forte Gel Helps Teens and Their Dermatologists Manage Acne Treatment
Epiduo® Forte Gel (adapalene and benzoyl peroxide), 0.3%/2.5% is a once-a-day prescription topical acne medication with two active ingredients—adapalene and benzoyl peroxide. The powerful combination works together to treat tough acne and help prevent recurring acne from forming by unclogging pores and killing bacteria. Epiduo® Forte Gel had an existing app on the market called “epi-tracker,” but they were in need of a new set of eyes and a complete application refresh that really engaged users and retained their attention to the app. They wanted something that was user-friendly, and an app that partnered with healthcare providers to bring about better products and services.
When acne patients visit their healthcare providers, there is rarely enough time for the patients to become educated on their acne, or how best to treat it. In addition, it is crucial for acne patients to use products as directed to see a change in their condition. So, our app needed to continue to educate patients about their acne and encourage them to maintain their Epiduo Forte treatment plan to best manage their skincare.
Drive new myForte app downloads.
Drive consistent user engagement.
Educate acne patients about best practices for their skin care.
Encourage people to use the app daily to achieve desired results.
Make myForte a valuable, reliable resource for acne patients that use Epiduo® Forte Gel.
Going into the project, we knew that the patients using the myForte app were in a vulnerable state. Living with acne is a very personal battle that can have a powerful, negative impact on those suffering from it. So, we wanted to build an app that supported patients in their pursuit to treat their acne and gave them confidence to take control of their acne.
Before kicking off the app, we needed a name. To quote Shakespeare (sorry), “What’s in a name? That which we call a rose by any other name would smell as sweet.” While we agree with big Bill, naming a healthcare app can be tricky, mostly because healthcare nomenclature can sometimes be incredibly sterilized and devoid of emotion, but treating acne is not an emotionless battle. We wanted a name that reflected the user’s personal stake in their health and one that empowered them to treat their acne. We ultimately chose “myForte,” which gives the user ownership of their acne and its treatment. It also plays on the word “forte,” which denotes a person’s strength or positive abilities. When added together, “myForte” gives the user confidence that they can treat their acne, and that they’re going to do a great job in the process.
One of the biggest hurdles for those battling acne is staying consistent in their treatment, and regularly applying their medication. So, we built an app that gave patients the resources and reminders they need to stay on track to achieve the best results. We developed daily motivational messages that send users motivational messages to keep them engaged with their acne treatment.
All of the positive reminders and tips are paired with illustrations that take place in natural settings for the teen or young adult patient. The illustrations are inclusive of everyone facing acne. It was important to us that we didn’t bombard users with real acne imagery, which can be discouraging to see all the time.
Additionally, we felt that it was important to give users the ability to track their progress, which helps them see their improvement and gives their dermatologist the ability to observe their journey during follow up visits. We built in a calendar function that helps users track when they applied Epiduo® Forte Gel, but also asks them to record how they feel about their skin each time they interact with app. This way, we’re encouraging users to stay engaged with the app and to take time to reflect on their progress.
The split view function of myForte allows users – and their healthcare providers – the ability to measure the patient’s progress against any picture they’ve taken in the app. This small function is incredibly powerful for helping people track their progress and gives their dermatologist a larger view of their total improvement.
Over 87,000 downloads
Over 250% increase in app downloads each month
40% User return rate
Over 15,000 progress photos captured
Over 16,000 feelings recorded
OVer 100,000 profile attributes collected
Making Life Better
It’s easy for patients dealing with acne to feel downtrodden and made helpless by their skin condition. Often, these people have struggled with acne for years and feel like they’re out of options. When we created this app, we wanted to help patients suffering from acne take ownership and control of their acne treatment. With the myForte app, patients have the education and encouragement they need to confidently tackle their acne with a smile.
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.
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.
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.
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.
When the Fort Worth Zoo enlisted Schaefer Advertising to help drive people to their new African Savanna exhibit, we couldn’t wait to take the bull by the horns and get to work. Our team was able to come up with a rich campaign that encapsulated the spirit of the exciting new exhibit.
The new African Savanna exhibit was built around a central prairie that houses giraffes, springbok, ostriches and many more species all in one exhibit. A winding path gives visitors a 360-degree view of the animals in the prairie and allows people to get closer to the animals than ever before. This creates a truly unique experience for each visitor and ensures that no two visits are alike. The main attractions are the hippo exhibit that includes above-water and underwater viewing, and the giraffe feeding deck. The new Savanna exhibit features shaded viewing spaces and is surrounded by an aviary that houses a variety of bird species.
Generate awareness of the new African Savanna exhibit
Send interested web traffic to the Zoo’s website
Drive more ticket sales centered around new exhibits
The Get Closer campaign was created to highlight the capabilities of the new African Savanna exhibit and emphasize the intimate experience that the space offers visitors. We needed to clearly communicate that the African Savanna allows patrons the opportunity to get closer to the animals than ever before, and illuminate the giraffe feeding platform, and the hippo exhibit.
Before launching the campaign, our team developed a detailed multimedia strategy that would get more people interested in exploring the African Savanna exhibit. To deploy a fully-integrated campaign, we incorporated digital and broadcast ads alongside more traditional out-of-home ads in the form of pole banners, billboards and bus benches that were placed in strategic positions throughout the metroplex.
The campaign featured the two stars of the new exhibit: the underwater hippo viewing area, and the elevated giraffe feeding station. Schaefer developed concepts that communicated the intimacy of the space, while also inviting audiences to look adventure in the eye.
We really enjoy using a medium to its full potential and thinking about new ways to use traditional mediums that command consumer attention. For the Get Closer hippo billboard, we used extensions to maximize the real estate on the board and communicate the capability of the new hippo viewing area. By extending the hippo’s head over the top of the board, we were able to mimic the water line and show viewers the capabilities of the exhibit.
Savanna TV Spot
We chose to use the African Savanna TV spot to expand and support the campaign’s core idea of “getting closer” to the animals and take local families on an authentic African safari right in the heart of Fort Worth. The commercial features children and families getting close enough to the animals to play a small game of “monkey-see, monkey-do,” and interacting with the new exhibit’s animal kingdom. Filming animals is unpredictable, but the “talent” decided that they were ready for their closeups and behaved like seasoned professionals.
The weekend after campaign launch saw a 316% increase in ticket sales compared to the weekend before campaign launch.
The 60 days after campaign launch sold greater than 35,000 more tickets than the same 60-day segment in 2017, for a 14.3% increase in ticket sales.
Standard media display click-thru-rate 216% higher than industry benchmark of .06%.
Rich media display click-thru-rate 46% higher than industry average of 2.25%.
Making Life Better
At Schaefer, we strive to make life better with each project that we take on and in every conversation we have. Going to the Fort Worth Zoo is an incredible experience, and it’s an honor to work with an organization that practices such extensive conservation efforts. Feeding a giraffe or standing eye-to-eye with a hippopotamus is such a joy for people of all ages and working to share that experience with a wider audience was the big cat’s pajamas.
One of our clients, Air Comfort, is located at the heart of Southeast Texas, where Hurricane Harvey hit a few months ago. While the area was still reeling, they came to us with an urgent request – help us create a powerful video that embodies how we’ve been part of the community effort in dealing with this natural disaster. Through our partnership with N8 Visuals, we were able to bring that request to life.
Creating this video was a delicate line to walk, showing the damage and rebuild without appearing to capitalize on the situation. It was also an incredibly time sensitive assignment, where we needed to be nimble and move quickly.
With that in mind, the concept we developed relies on storytelling VO and speaks more to the community’s spirit of resilience and heart rather than focusing on Air Comfort. We were inspired by the true stories of a community coming together and helping their neighbors, and it showed. Air Comfort employees opened their homes to our team and let us film during an incredibly sensitive time, laying bare entire neighborhoods that were destroyed.
The results of those efforts show in the final video, and we couldn’t be more proud. #SETXSTRONG
The Hurst Conference Center website redesign brings an air of elegance to the venue. Currently catering to corporate meeting planners, social event coordinators and brides-to-be, the website needed to provide specific information that was relevant to each target audience. This was achieved through intuitive navigation and individualized content.
The website leads with beautiful photography of the venue and, most notably, their fiber-optic chandelier. The refreshed design reflects high-end clientele and more aptly represents the quality of service the Hurst Conference Center offers.
Utilizing grid structures for organizational clarity, every aspect of the redesign provides a hassle-free planning process for potential clients. Each interior page has responsive menus that display room capacities, technical offerings and floor plans. With all the details carefully thought out, the quality of online service now mirrors the level of customer service the Hurst Conference Center provides.
Family-owned and operated since 1954, Air Comfort is an HVAC and Refrigeration company that provides customized solutions in the residential, commercial, industrial and marine sectors. Founded on the values of quality, integrity, commitment and safety, Air Comfort delivers excellence in everything from custom fabrication to service and installation. As the Southeast Texas based company began to grow into extended markets, the brand needed to reflect the level of professionalism and expertise of the business.
The brand refresh began, as most do, with the logo. Subtle adjustments to color, shape and typography brought the logo set up to date while maintaining the equity of the original mark. From there came brand extensions, most notably the van wraps. As a primary symbol of their service and residential sectors, the vans needed to communicate the brand’s new identity and serve as a moving advertisement while out on the job.
Originally relying on word-of-mouth and face-to-face business, Air Comfort had a need to speak to a larger audience. And when we say speak, we mean allow the Vice President to“Fabio-up”and lay it all on the line for his business. With years of growth and notoriety in the community, Air Comfort’s team was eager to let their hair down with a humorous TV spot, and we couldn’t have been more proud of the finished product:
The Fort Worth Zoo, one of the top 5 zoos in the country, is undertaking a massive expansion campaign, with the goal of raising $100 million dollars to expand the park. The expansion will include new exhibit space, renovated habitats, special events space, multiple dining areas, and most importantly, new ways to observe, interact with and learn about animals. The expansion will guarantee for future generations the survival of many endangered species.
The Zoo needed a clever solution to bring this capital initiative campaign to life to the Fort Worth and surrounding communities. Schaefer Advertising was tasked with developing an integrated media strategy and creative campaign to drive awareness, engagement, ambassadorship and donations.
On September 12, Fort Worth got water-colored. The Fort Worth Zoo kicked off the public phase of its $100 million capital campaign by promoting splashes of color all over the city. For 5 weeks, the community chattered with speculation on what this “advertising as art” represented. The campaign evolved over the following weeks, with each phase revealing a little bit more of the campaign. Culminating with a launch event for community leaders, the campaign revealed the public-facing fundraising effort.
Generate awareness of “A Wilder Vision,” the Fort Worth Zoo’s plans for significant expansion over the next 8 years.
Drive donations from the Dallas-Fort Worth Community.
Drive web traffic to the Zoo’s giving site in order to generate excitement and process donations.
Our reporting approach consisted of consolidating data from multiple sources such as social media platforms, display networks, and external and internal email platforms for a multi-phased campaign approach. By making continuous optimizations throughout the campaign, we were able to drive the below performance wins.
In the quiet phase, the Zoo raised approximately $90 million of the $100 million goal, with the public facing campaign focused on generating the remaining $10 million. The campaign continued until the end of November and will begin again in FY2017.
Display engagement rates above the industry benchmarks
Increase in traffic, from Phase 1 to Phase 2
Lift in impressions from Phase 1 to Phase 2
Increase in web sign-ups from Phase 1 to Phase 2
Above industry performance benchmark open rates for email