The video was part of a broader initiative to get fans more engaged in the game atmosphere, giving the TCU football team more of a home field advantage. Our approach was to have the TCU faithful renew their pride in the school by drawing on the proud history of the program. We wanted the fans to feel like they were a part of the team.
After developing several concepts, we worked with TCU Athletics to produce a 90-second video that featured TCU’s Riff Ram chant. This chant has been around since the 1920s, and our video builds on that history as well as its universality amongst Horned Frogs of all ages. We’re asking the TCU Horned Frog Faithful to AMP IT UP (TCU Football’s campaign this year) and help make Riff Ram a tradition at home games again. Go Frogs!
Here is a collection of shots from behind the scenes.
Produced in partnership with Nutter Productions.
John Peter Smith Hospital was founded in the late 1800’s as a place where individuals from all walks of life could have exceptional medical care. In the early 1900’s, the Fort Worth Medical College opened, later finding it’s permanent home at John Peter Smith hospital. As Tarrant County has grown, so has JPS; now with over 500 beds and over 1,000,000 million patient encounters per year. The hospital serves an extremely diverse patient base, as such there is extraordinary diversity in the types of cases that come through the health network – making it an ideal place for residents to do their training. However, competition for top resident candidates is at an all time high – with the nations top teaching hospitals vying for the best and brightest.
Through the years, John Peter Smith Hospital has grown to become the largest hospital-based family medicine residency program in the nation. In 2006 the organization came to Schaefer Advertising with a challenge: it wasn’t satisfied with the fact that it was one of the biggest programs out there – it wanted to be perceived as the very best and attract top performing medical school graduates.
Schaefer got right to work by delving deep into the minds of the future’s best family medicine physicians. We conducted a qualitative research study – interviewing current residents and observing them on their rounds. Through this, we found that the cream of the crop was more than just high IQs with the desire to own a medical practice – we uncovered that there was something deeper at work in the minds, and more importantly in the hearts of these residents. We found that these individuals are passionate about making an impact in their communities. They have a true love of medicine going far beyond “practicing medicine”. They were missional in their cause, believing that they were helping contribute to a greater good. Further, these professionals enjoy a rigorous challenge. JPS offered the ideal package with diverse clinical experience and a heart for serving the medically underserved. Schaefer revamped the entire brand strategy for the residency program, creating an emotional connection with students and painting a picture of their future identity as a top family medicine resident. In nine years, applications have increased nearly 300 percent and test scores show that the program is attracting top students. Best yet, in 2014, U.S. News & World Report and Doximity ranked JPS among the top three family medicine programs in the country. Now JPS is one of the biggest programs, proudly training the best.
Here’s a riddle: What says “You’re important, come to this tasting event and here’s a bribe?” You guessed it, a foil-stamped invitation with a gold fork and mini chocolate cake inside.
Client Hurst Conference Center hosted an event for local event planners to show off all their amenities, including adaptable spaces and a full-service kitchen. Since the event would include a tasting menu prepared by their on-staff chef, we decided to tempt attendees with a taste of what was to come.
“The good stuff is in the middle” relates to Hurst’s prime location in the heart of the metroplex, but of course it always applies to desserts. Of course, we being the thorough and thoughtful partners that we are did diligently sample a range of desserts to pick the one that was most likely to attract a crowd. All in a day’s work.
“If it’s worth doing, it’s worth overdoing.” – Mythbusters, Paul Gilbert, Liberace probably, et al
Recently, the Fort Worth Zoo asked us to continue running their long-standing membership campaign. The existing creative had been in-market for almost four years, and the expectation was that we simply reuse the exiting creative for digital and outdoor media.
The concept centered on the headline: Meerkat Monday, Tiger Tuesday – make every day Zoo day. Our intrepid young graphic designer, Blair Babineaux, wondered if we couldn’t expand this creative to not only include additional benefits, but to take full advantage of the digital billboard medium to run multiple creative messages for each day of the week.
Blair got to work creating seven billboards with a different animal for each day of the week. This also opened up space to include additional membership benefits.
And so, with a little thought and a few questions, we were able to push beyond the original idea (without additional cost).
“This is how we do it.”– Montell Jordan and Schaefer Advertising Co.
Moncrief Cancer Institute in Fort Worth offers the premier breast cancer screening experience because everything from the rooms to the robe are tailored to making it as quick and comfortable an experience as possible. When they asked us to help promote this new service, we knew right where to start. After all, what better way to promote a premier experience than with a premier experience?
Our friends over at TCU Baseball finished the regular season strong with a 38-15 record (17-7 in the Big 12). The Frogs will be the No. 2 seed going into the Big 12 Tournament. Good luck in the tournament and congrats on a great season!
Billboard creative for Nolan Ryan Beef and Texas Burger.
This year, the Hurst Conference Center came to us with a problem. As always, we came back with a solution.
Problem: How can we increase our wedding and reception bookings and overcome the negative perceptions that engaged couples have of a conference center as a wedding venue?
Solution: Develop a unique brand and identity for the Hurst Conference Center’s bridal market that sets it apart from competitors.
Our first step was to evaluate the local bridal market, the competitors and the unique attributes of the conference center. We then crafted the venue’s unique positioning, which guided us through the naming and identity development process. Our strategy was to develop an identity that conveyed simple elegance while highlighting the unique attributes of the grand ballroom while giving it a name that would sound good on wedding invitations. We developed several different names and designs and, in partnership with the client, landed on a name that highlighted the iconic fiber optic star-field chandelier located in the grand ballroom – Lumiere Ballroom at the Hurst Conference Center.
With the bridal identity developed, we executed the new brand in several collateral pieces to introduce it into the marketplace. Our goal was to differentiate the bridal marketing elements from the rest of the Hurst corporate/meeting planner marketing pieces. This meant pulling away from the traditional red and orange colors.
The bridal identity is set apart from the corporate HCC brand through the photography style and limited use of colors. De-saturated photography added an element of refined elegance to the space, while the use of black allowed the chandelier to stand out as a focal point within the venue. However, the corporate/meeting HCC brand and the bridal identity are tied together through the use of photography and the type family (Helvetica).
This year, every single Schaefer employee had a hand in creating our Christmas card. 400-plus hand-stamped cards later, and this didn’t seem like such a great idea anymore. Take a look at how it all came together, and don’t be surprised if next year’s card is store-bought.
Merry Christmas from all of us at Schaefer!
