March 17, 2020


Let’s start by getting to know you a little better. Tell us about yourself.

When anyone asks me “where I’m from,” it’s sometimes hard for me to answer. I grew up living in Dallas, Fort Worth and several cities in between, so many areas of DFW feel like home. Growing up, I played every sport I could – volleyball, gymnastics, cheerleading, soccer, and track. I made so many lifelong friendships and learned a lot about work ethic through playing sports; that really has a lot to do with who I am today.

What’s something you love to do?

Honestly, just being outdoors anywhere I can, and living in Austin, that’s pretty easy to accomplish. There’s so much in Austin to do outdoors – from random concerts in the park to hiking and yoga, really anything. I love Barton Springs Pool – it’s the best thing to visit after work and just jump in and relax. That’s the place I recommend anybody to go when they’re visiting Austin.

What’s your favorite place?

Probably Paris, France (not Texas). My husband Adam proposed to me there, so it is where I spent one of the best days of my life.

What is the last thing you binge-watched?

I am borderline obsessed with Shark Tank, and I probably watched nine in a row. I love thinking of [good and bad] invention ideas. Most recently, I’ve thought of a device that puts sheets on people’s beds automatically and I would name it “Oh Sheet.”

What’s your favorite book?

I like to read to learn. I love many books written by John Piper, but the latest book I’ve read is called Switching on Your Brain, by Dr. Caroline Leaf. I enjoy reading about how your beliefs shape your abilities. 

If you could live in any sitcom, which would it be?

Friends, it just gets better every time I watch it.  

Are you a listener or a talker?

I’m a listener.

If you had to eat one thing for the rest of your life, what would it be?

Cheeseburgers. Clark’s in Austin is especially awesome, I love it.

What’s the scariest thing you’ve done for fun?

On one of my birthdays in college, I convinced one of my friends to skip class and go skydiving with me. Long story short, we probably shouldn’t have used a Groupon on such a life-risking activity. We were fine, but you couldn’t pay me to do it again. 

If you had an extra hour of free time every day, what would you spend it doing?

I would spend it on improving my cooking skills and making new recipes of my own. I think it is such a gift to have the ability to pass down personal recipes to friends and family.

If you could do anything besides what you are doing now, what would you do professionally?

Architecture has always interested me. Similar to what I do now, there are no real black-and-white answers. Thinking of how complex and the number of people involved in a project is beyond comprehension.

What do you love about the job?

I think that every day is different. I look at the clock and can’t figure out how the time passed. Most questions or problems we face on the account service team aren’t black-and-white, and that really energizes me. I love working with clients to make complex brand priorities into simplified, powerful strategies and with the creative team to turn highly technical medical jargon into a compelling brand story.

Why Schaefer?

“Leave it better than you found it,” is somewhat of family motto I grew up with. Everyone who makes up the Schaefer team shows up every day with genuine and purposeful intention to do just that.


When the Texas Ballet Theater needed a way to reinvigorate their marketing, we created a comprehensive marketing campaign that expanded their ticket sales from a steady group of subscribers into a larger group of new season ticket holders.

The Problem

Season subscriptions to Texas Ballet Theater, while strong, had stagnated. Subscribers were offered the same options year after year, purchase the entire season or purchase single tickets at a later date. Within performing arts, the prospective ticket buyer ranges from the devoted fan to the person that wouldn’t even consider attending. Marketing resources are precious, and we have to ensure they are being invested where they will yield the highest ROI.

The Solution

Using data to drive decisions, Schaefer proposed restructuring subscriber packages to give existing patrons more choice and convince new people to become subscribers and single ticket purchasers. Beyond subscriptions, the campaign was designed to have a positive impact on single ticket purchases. Single ticket sales launched in the middle of the campaign on July 1st, and within the first day, more than 3,500 individual tickets were sold.

The Approach

One of the largest components of our overall campaign was audience segmentation. To accomplish this, we appended audience data from TRG Arts – the Ballet’s consultant.

We divided the Ballet’s existing consumers into four distinct groups of:

1 – previous year subscribers
2 – lapsed subscribers
3 – multi-performance buyers
4 – single ticket buyers

By building package options, we were able to convince larger subsets of people to subscribe to Texas Ballet Theater.

We added historic subscribers and single ticket purchaser data to create persona profiles based on audience demographics and psychographics. We then built lookalike audiences based on the four groups and mapped each of the groups’ behaviors to identify purchasing trends across multiple digital channels. This gave us the insight needed to better understand their consumption habits and likelihood to purchase either a full or partial season or if they were likely to be a single-ticket purchaser.

Once we isolated recurring trends in the audience segments, we hyper-targeted the right ticket package to each group through paid digital media. Further, website retargeting enabled us to identify those that had expressed interest but not yet purchased and then retarget them with the TBT message most likely to yield a purchase.


  • Clearly brand the full 2019-2020 ballet season, while also promoting individual performances on their own merits.
  • Earn more new, full-season subscribers.
  • Define the main buyer personas and outline their purchase-decision journeys to understand their motivations for purchasing a full-season subscription and a single-performance ticket.
  • Outline a way to recapture people that did not renew their full-season subscriptions from the previous year.


  • Paid media campaign delivered 1.8 million targeted impressions, and generated more than $40,000 in ticketed revenue in just a few weeks.
  • After only 2 weeks of a dedicated full-season campaign, subscription sales up by nearly 3% YOY.
  • New subscribers up by 45% YOY.
  • Exceeded last year’s launch-day single ticket sales by more than 10%.
  • Total ticket sales up 18.43% YOY, despite a later season launch than 2018.
  • During the campaign, overall website sales totaled $199,000.

Recently, the Schaefer team attended Fort Worth’s 2020 American Advertising Awards (ADDYs), which celebrates excellence in advertising. This year, Schaefer received 20 total awards – ten of which were gold awards, including Best of Show – Print for the Texas Ballet Theater’s 2019/20 Season Posters. We are truly humbled by the recognition and reminded of how fortunate we are to work for incredible clients that collaborate with us to create impactful campaigns.
Receiving recognition for our work is a celebration of our team and our clients, who diligently work together to produce campaigns that rise to the top of a crowded, competitive market. We’re grateful to work in an industry that encourages innovative ideas and incredibly proud of the entire Schaefer team, who come to work every single day committed to our mission to Make Life Better.

Best of Print:

  • Texas Ballet Theater 2019/20 Season Poster Campaign
    Judge’s Award – Best of Print

Gold Awards:

  • Texas Ballet Theater 2019/20 Season Brochure
    Sales and Marketing – Collateral Material – Brochure – Single Unit:
  • Fort Worth Zoo Ball Untamed Invitation
    Sales and Marketing – Collateral Material – Special Event Marketing – Card, Invitation, Announcement – Single Unit
  • Texas Park & Wildlife Foundation’s Texas Road Trip Invitation
    Sales and Marketing – Collateral Material – Special Event Marketing – Card, Invitation, Announcement – Single Unit
  • Schaefer Christmas Cards
    Direct Marketing – Advertising Self Promotion – Collateral – Branded Elements
  • Texas Ballet Theater Sleeping Beauty Poster
    Out-Of-Home & Ambient Media – Poster – Single Unit
  • Texas Park’s & Wildlife Foundation’s Texas Road Trip Poster Series
    Out-Of-Home & Ambient Media – Poster – Campaign
  • Texas Ballet Theater 2019/20 Season Poster Campaign A
    Out-Of-Home & Ambient Media – Poster – Campaign
  • Texas Ballet Theater 2019/20 Season Poster Campaign A
    Out-Of-Home & Ambient Media – Poster – Campaign
  • Texas Park’s & Wildlife Foundation’s Texas Road Trip Illustrations
    Elements of Advertising – Visual – Illustration Series
  • Texas Ballet Theater 2019/20 Season Illustrations
    Elements of Advertising – Visual – Illustration Series

Additionally, the Schaefer team was humbled to win 11 silver and bronze awards for clients across several industry verticals, including Hillwood Communities, Kimbell Art Museum, River and Blues Festival and TTI.

Special Shout Out

One of our team members, Julia Cooper, won a gold ADDY for her independent work with the Japanese Akita Club of America. She won a Direct Marketing Award – Specialty Advertising – Apparel for creating a Komainu Bomber Jacket for J.A.C.A. We couldn’t be happier for Julia, and we are incredibly proud of her initiative and excellent work.

Let’s start by getting to know you a little better. Tell us about yourself.

My name is Matt, I’m a rock climber, writer, and unprofessional cook. I’ve been writing for as long as I can remember, but I officially began publishing at 19 in the Dallas Observer, doing editorial pieces about art installations, concerts, and a little bit of everything else, too. The Observer was a lot of fun for a college kid, but ultimately, journalism just wasn’t worth the byline for me. There were a lot of late nights, all of the deadlines were hot, and the pay just wasn’t worth it.

What’s something you love to do?

I love learning, anything that stimulates the left side of my brain, really. I learn something every time I cook, climb and read or write. Learning plays a huge role in cooking, and every time I try a new recipe, I’m learning about the smells, geography, and people of a place. It tells me about what ingredients surround some far-off location, informs me about the tradition and values of an area. Cooking really is an amazing tool for exploration.

What’s your favorite place?

Nocelle, Italy, which is up the mountain from Positano on the Amalfi coast. The natural beauty combined with the hospitality of the people, the food, and the laid-back attitude is everything to me – everything I want from life can be found there. It’s an other-worldly, ethereal escape. Plus, they have incredible coastal climbing there.

If you could do anything besides what you are doing now, what would you do professionally?

Probably cook, but I would try to do it in a place where local ingredients and techniques mean something more than profits. This is definitely a “pie-in-the-sky” sort of dream because commercial restaurants are all about the bottom-line. I’d be completely happy with a shack by the coast that cranks out good, local, authentic cuisine where people can relax and share a quiet meal and some killer wine.

What is the last thing you binge-watched?

The Boys, on Amazon. It’s a show that asks the question “what if superheroes lived among us, and had real human motivations?” It’s great – it’s cool to see what would happen if someone with superhuman powers was tempted by social power, money, lust, etc. I strongly recommend it. Plus, it has an amazing, dry sense of humor and fantastic cast.

If you could live in any sitcom, which would it be?

Community. The humor is off the wall and there’s an irreverence that exists in community college that they really lean into. The world they’ve created is lighthearted, good-natured and idyllic, so it just speaks to me. In spite of all of the weirdness and wild plot-points and disfunction, the show is character-driven by a small group of students that care about each other and their school. 

Are you a listener or a talker?

Listener, full stop.

If you had to eat one thing for the rest of your life, what would it be?

This is really hard. My dad is my primary culinary influence, and we’ve always played this game where you have to describe everything on your plate that you’d eat for your final meal. Over the years, that food has changed.
My dad’s cooking is southwestern, focused on green chile and traditional New Mexican food. It’s a family staple, and I can’t recall a time when he didn’t roast and press his own red chile. So, it would be red chile enchiladas from Big John’s Chile Farm in Las Cruces, with a fried egg on top and a glass of milk for the heat. If it were something that I was cooking, it’d be homemade pasta and pesto. But, I gotta give this one to my dad.

What’s your favorite children’s story?

Jack Tales, from my Grandpa T, which is a book of folk tales he used to tell us as children. They’re Appalachian folktales from the Blue Hills region – Arkansas, Kentucky, Tennessee, all those Smoky Mountain states. They’re the earliest stories I can recall, and my grandfather is an amazing orator – he was a physics professor for years and has a rich voice and enjoys telling stories. It’s just a magical book, and I don’t think I will ever be able to locate a copy. 

If you had an extra hour of free time every day, what would you spend it doing?

Definitely spend quality time with my wife, Blair; probably cooking, hiking, or gardening.

If there weren’t any more computers, what would be your new occupation?

I’d probably still be a writer in some capacity, I would just use a pen and paper instead of a computer and accept the carpal tunnel consequences.

What do you love about the job?

I love using both sides of my brain to tell stories and earn results. My role is a blend of analytical crowd trend analysis and branded storytelling, so it’s fun to research and learn about the market, and then create strategies and content that performs within the vertical. Both sides of the job present different challenges, and I love that – it’s never boring.

Why Schaefer?

Good people and good challenges.

February 14, 2020

Day in. Day out.

Telling the story of an elite collegiate baseball program is a large task – and it’s one that we help TCU Baseball accomplish every year. But, like every task that our team tackles, it’s best to take it one small step at a time, day in, and day out.

Since 2014, we’ve worked with the TCU baseball team and Head Coach Jim Schlossnagle to create a video that helps attract the best baseball players from across the nation and shares the team values. We work closely with Coach Schlossnagle to talk about team dynamics and the themes that the team will source for inspiration that year.

This year’s theme was “consistency of purpose” applied throughout all walks of life. Beyond being baseball players, each athlete is also a student, a child, a friend, an ambassador, a budding young professional – the list goes on. For Coach Schlossnagle, if all that the TCU baseball program focuses on is getting better on the field, then they’ve failed these young players as mentors. The video serves as a reminder that the team believes in producing well-rounded young men that are capable of accomplishing goals on the field, in the classroom, and in their personal and professional lives.

The video starts small, focused on feet on the floor – the first step anyone needs to take to accomplish their goals is getting out of bed and setting upon their course. The video gets wider and walks the central characters through multiple scenes of their everyday life – from bedroom, to the gym, walking around campus, getting food at the cafeteria, through practice on the field, and back into bed – a day in the life. The process repeats as the camera expands its view of the subjects, and then focuses on all of the little aspects the characters practice on the field as they build toward the big game, while intercutting more of their personal lives as students and young men.
The narrator speaks to the value of consistency, and honestly depicts that it’s an inglorious, repetitive process that gradually builds a person up to be better than they were yesterday, brick-by-brick.

“The goal isn’t to better than the other guy. The goal is to be better than myself. At least 1% better than I was yesterday. Day, after day, after day. Consistency isn’t exciting – it’s necessary.”

The entire video communicates the small steps that we each take toward bettering ourselves. The editing and musical elements speak to that consistent repetition as the scenes cut in and out and the beat builds – small, consistent stylistic elements that communicate the overall message of the video.

Making Life Better

Motivation isn’t a concept specifically reserved for baseball players and athletes – it’s a fleeting feeling that every single one of us has to find, harness and control to meet our own goals. With this video, we hoped to create a message that extends beyond baseball and motivates each of us to use consistency to accomplish their goals every single day – day in, and day out. 

Concept by: Schaefer Advertising Co. and Scott Porter
Produced by: Schaefer Advertising Co. and N8 Visuals Inc.
Music: The Seige by Run For Your Life –  Licensed through Musicbed
Voice Talent: Zach Mayo

February 4, 2020

The commercial kid

Let’s start by getting to know you a little better. Tell us about yourself.
I’m a writer, and from San Antonio originally. I love dogs, and I have two of them. Every dog I’ve ever owned has actually found me. I’m married to Matt Arnold, and we’ve known each other since we were in seventh grade, but didn’t get together until we were in college at UTSA. I got my start in PR, but transitioned into advertising because I was more curious about it, and I’ve always had a pension for ads. When I was little (like watching Nickelodeon little) I would get excited about the commercials, and when we eventually got a TiVo, I would fast-forward through the boring parts of the shows to get to the commercials.

What’s something you love to do?
I love vacuuming, because there’s something so cathartic and therapeutic about seeing a floor before and after it’s been cleaned. But not just floors, I would vacuum any surface. I love finding new music and sharing it with someone I know will enjoy it. I love listening. When you truly listen, people tell you their story—how they got here, what their opinions are, their world view. But my favorite stories always involve what someone learned from an experience. I love asking questions—the “why” behind something is a huge driver for me. My mom definitely got annoyed with that one.

What’s your favorite place?
This is a funny one, and so generic but, home. Home is San Antonio. When I think about it, it warms me up. My family and friends, the scenery, the familiarity of the routes you drive, all of it makes me warm and fuzzy.

If you could do anything besides what you are doing now, what would you do professionally?
I don’t know what it’s called, but the people who create soundtracks for movies. Not a composer. But the people that select the music from an existing library to set a tone in a moment or even the entire movie. The people that see a script and decide what musical emotion needs to hit the hardest to make this movie/scene/feeling ‘pop’ or resonate. I don’t know what they’re called, but I would love that job.
(After post-interview research, we found that the title is ‘Music Director’ or Music Supervisor)

What is the last thing you binge watched?
Cheer, don’t judge.

What’s your favorite book?
My favorite book is actually a children’s book called Where the Sidewalk Ends. It has a lot of poems and life lessons and it still holds up well in adulthood. I think there’s something lovely about finding something really enlightening in something so simple.

If you could live in any sitcom, which would it be?
I honestly would say Boy Meets World. It’s kind of like a throwback to growing up: your problems are simple, life is light and every day is a new adventure with your best friends so definitely Boy Meets World.

Why Schaefer?
The camaraderie, and that it feels like a home. Culture is something every agency talks about, but at Schaefer you can feel it. And right away. I love that we do projects that extend into the community, and at a higher-level, I really think that we live our motto and make life better for people all over the world.

If there weren’t any more computers, what would be your new occupation?
Couldn’t I still do the same thing? Put pencil to paper, you know what I mean?
(She’s right, she could still be a copywriter.)

What’s your favorite children’s story?
Clown Arounds Go on Vacation, it’s a riot. And the first book I ever read. The whole thing is told through a series of jokes. It used to make me laugh out loud as a child. It’s kind of a family heirloom. Complete with family drama and everything! When my cousin found out my aunt had given me the original from our childhood, dinner got uncomfortably tense… we still don’t talk about it. You can get a copy on Amazon, but it’s not the same.

If you had an extra hour of free time every day, what would you spend it doing?
I would spend it talking to my granny, my mom’s mom. She lives in San Antonio, and my favorite memory of her is getting in the car with and belting the entire soundtrack of the “Sister Act,” which by the way is a great album. It has a lot of pop-y renditions of church hymnals that you can’t get out of your head.


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 Approach

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 Creative

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 Results

  • 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.

The Fourth of July is all about tradition. Fireworks, hotdogs, cold beer, and in Texas, live country music and square-dancing. Beyond baseball and apple pie, there’s nothing more traditionally American than a good old fashioned picnic on Independence Day.
For Billy Bob’s annual 4th of July Picnic, we wanted to celebrate America’s birthday by creating a concert poster steeped in Americana convention. So, with an eye on tradition, and an ear on red-dirt country music, we began exploring the aesthetics of classic rock n’ roll posters for inspiration.

When rock n’ roll hit the scene, musicians needed a way to churn up local attendance to their shows without the help of the Internet, social media, or even a mature broadcast medium. Most musicians relied upon an artist to create concert posters that they could then pin up all over town to get eyes on their showtime. Early concert posters were illustrated by hand in two colors or less, and that’s the well from which we drew a lot of our inspiration. A lot of our influence came from the old Hatch Show Print style, which has been around since the late 19th century.
We chose to screen print the poster to honor the tradition of concert posters from the early 20th century, when screen printing was the most efficient and popular way of creating awareness for a touring rock n’ roll band. The poster was printed by Texas Graphic Resources, and done in two simple colors: red and blue. We printed a half-tone photo in blue on top of the solid red, which gives the poster more depth and dimension. Before photoshop, old-school screen printers used to practice this method to combine existing ideas without having to create completely new pieces of art.
We printed the poster on Neenah Environment Desert Storm 80# C – created by Neenah Paper. The heavier paper gives the poster a more substantial feeling, and the desert-craft color makes it look as if it could’ve been pulled from a collector’s library of classic concert posters, sandwiched somewhere between Buddy Holly and Bob Dylan.
The final result is a vibrant poster that features a blue soldier juxtaposed against a red guitar right in the center. The solider holding the guitar acts as the intersection between two American icons: celebrating Independence Day with music and joyous tradition, while also honoring the soldiers that made the ultimate sacrifice for our American freedoms.
As explorers, we often look forward to find the newest tools to help us accomplish a creative task. But, sometimes the nature of a project urges us to look back in time to find the right solution. For Billy Bob’s 4th of July Picnic, we journeyed back in time to create a memorable poster that celebrates the occasion with a rockin’ salute to the soldiers, music, and American traditions.

June 15, 2017

Portraits of Motherhood

Justin’s Place, a local non-profit organization, exists to enhance the life of a child trapped in generational poverty. Unfortunately, statistics show that a child’s life typically can’t be fully restored until the life of the family is restored. Justin’s Place comes alongside families in need, and helps establish balance by restoring hope and building a foundation that will provide the strength and resources needed to move out of generational poverty and toward a crisis free life of self-sufficiency.
Justin’s Place came to us during a point of growth and transition. Having been appointed the lead benefactor of the Women Empowering Women 2017 Inaugural Luncheon, they were in need of a video for the event that articulated their mission and the real people involved. With that in mind, the goal of the video was to secure funding as well as community backing for their cause.
In the spirit of being true explorers, we first had to evaluate the brand and elevate it. Their original logo was very dated and didn’t reflect the level of professionalism and mission behind Justin’s place. It wasn’t part of what they were asking for, but we felt the need to improve it. The client was extremely receptive to the new design and felt it better embodied the look and feel they are wanting to share with others.

Bird Nest
We come alongside families in need and establish balance by restoring hope and building a foundation.
Crown of Thorns
We begin with the heart issues. Our programs are rooted in biblical principles and grounded in the love of God.
Everything we do is to enhance the life of a child.
With the new logo established, we moved immediately into video development. The concept for the video centered around portraits of motherhood. These moving portraits show the many faces of motherhood and allow for a collective narrative that tells the story of what Justin’s Place does and why it matters. Capturing the significance of the need, while preserving the dignity of those in need was an extremely important balancing act.
We only had three weeks to concept, shoot and edit the video, and we were trying to complete the entire project at no cost to Justin’s Place. To accomplish that, we needed a true partner. So we turned to 1820 Productions. When we shared the story, they immediately agreed to participate and donate their services. 1820 Productions went above and beyond all expectations and shot an amazing video. They only had 2 days to make the edits and they put together the vision perfectly.

The fundraiser the video was developed for raised more than $82,000 with 252 people in attendance. The video was posted on Instagram and Facebook with 3,407 views and 240 views on Youtube. Justin’s Place now has a video they can use at fundraisers, on their website, and on different social media platforms that embodies their values and further conveys their mission to a wider audience. The video turned out remarkable and helped the fundraiser become even more of a success and have a larger impact on the community. We helped spread the word and share the message of what Justin’s Place is doing, and what they will continually do for others.

December 27, 2016

A wilder vision


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.

 Campaign Goals:

  • 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