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When COVID-19 first struck the United States, people weren’t sure what to think or how to appropriately respond. This left a void of reliable information, and The University of North Texas Health Science Center at Fort Worth – a medical research center and university – saw an opportunity to step forward as a reliable source of scientific information that people could trust. Since the Health Science Center had recently unveiled its rebranding efforts, the timing was perfect to build awareness and positively impact the community.

Avoiding Fear and Promoting Optimism

The public is saturated with dire warnings and doomsday scenarios about COVID-19. While the health and safety intent is noble, many of the messages cause stress, anxiety, and fear, and the emotional effects of these campaigns can muddy the facts and leave the community confused about the realities of COVID-19. The situation required someone to step up, take the lead and empower the people of North Texas with reliable messages and accurate information about COVID-19. Instead of creating something that leads to confusion and fear, why not urge optimism through clear information and encourage preparation?

Producing Against a Deadline and Beneath Quarantine

The seriousness of the coronavirus required truly timely messaging. With that urgency in place, our team had to be nimble and responsive and put together a comprehensive campaign that would inspire community-wide participation in safer lifestyle changes. To complicate matters further, we earned this new business opportunity while our entire team was in the first stages of working remotely and adjusting to the new normal of professional life under quarantine. These circumstances challenged us to strategize quickly, and the nature of creating accurate messages about COVID-19 implored us to execute with extreme accuracy.

Goals:

  • Change attitudes about living during a pandemic from fear to resilience.
  • Educate and empower cautious optimism and offer practical and informative guidance and resources.
  • Leverage the credibility of HSC as the messenger and aggregator of content.
  • Expand HSC’s influence on North Texas by positioning them as dependable sources of reliable information about COVID, and healthcare at large.
  • Improve HSC’s brand awareness and impact in North Texas.

The Solution

COVID-19 is a serious disease that requires people’s earnest respect. Unfortunately, that has created an atmosphere of negativity, and disempowerment that makes people feel like they’re being told what they can and cannot do every single day. People are worried about their jobs, concerned for their family and friends, and lack a clear direction and information about where the situation is heading.

The pervasiveness of negativity and the ultimate feeling of powerlessness led to the creation of the COVID DAYxDAY campaign, which empowers people to be optimistic and pragmatic during these uncertain times. When we created this campaign, we wanted to change the public’s general attitude from fear to resilience. We understand that people feel down, powerless, and pessimistic about the future, so our challenge is to help our community get through this one day at a time – and that’s where DAYxDAY was born. Our ultimate goal is to meet our audience where they are emotionally, and encourage a positive attitude shift with hope, optimism, and science-based guidance that can protect the individual – and our community – from the coronavirus. We needed to do all of this while under a brief, three-month campaign period. 

A Comprehensive Educational Campaign Tailored for North Texas

We built the DAYxDAY campaign with the guidance and partnership of the Health Science Center team. DAYxDAY provides north Texans with reliable information about how to safely navigate the world during the pandemic and offers important community updates to the people of North Texas. In fact, education is at the heart of the DAYxDAY campaign, and one of the core objectives is to encourage healthy lifestyle changes to help prevent the spread of COVID-19. To centralize this information, we created coviddayxday.com – a microsite under the Health Science Center umbrella purely focused on sharing COVID-19 content.

We formed strategic partnerships with Texas news leaders like The Dallas Morning News, Fort Worth Star-Telegram, and local organizational partnerships with the City of Fort Worth, Visit Fort Worth, the Fort Worth Chamber of Commerce, United Way of Tarrant County and Camp Fire First Texas to tap into relevant supporting content and leverage our partners’ audience for improved campaign exposure. To ensure that we shared a wide breadth of valuable information, we carefully selected the type of content we shared from each partner so that we could create a comprehensive informational hub tailored to the needs of North Texans.

Our campaign content matrix uses a blend of organic content, partnership content, paid and organic social media, and earned media to make certain that our message reached the widest local audience possible. Furthermore, the microsite exists in English and Spanish to better communicate with a third of North Texas, which is Spanish speaking.

Tactical Activation:

  • Developed a fully integrated digital campaign to build awareness and drive traffic to the Health Science Center’s COVID-19 resource page.
  • Built a new microsite to consolidate and share relevant COVID-19 content.
  • Encouraged opt-ins and built an integrated CRM and text audience.
  • Developed new content and repurposed existing content through the new microsite.
  • Continued awareness-building and built opt-ins through multiple digital platforms.
  • Expanded geographic targeting to cultivate a larger audience for UNTHSC and make a larger impact on the community.

Results: In just 3 months, the DAYxDAY campaign generated:

  • Nearly 10 million media impressions served
  • Over 1 million people reached through social channels
  • Over 100,000 pageviews on the COVID DAYxDAY website
  • Over 70,000 unique website visitors
  • Email, display advertising and paid social media performance each greatly exceeded industry benchmarks

An Ongoing Battle

The coronavirus pandemic is far from over, and we’re still working to encourage people to take the necessary preventative measures to protect themselves and our community. It’s an honor to be part of a creative campaign that educates and empowers our North Texas home, and we feel fortunate to play a role in helping to keep our community safe and healthy. As a result of our shared success, we’ve expanded the initial campaign agreement into a broader, long-term initiative for the UNT Health Science Center at Fort Worth.

Most prescription savings cards cover a narrow scope of treatments, which overcomplicates the savings process. As a result, patients are often left confused about how to redeem savings and may end up actually paying more for their prescriptions. Discounts change frequently and branded products are not always covered, leading to patients and providers losing confidence in the cards and programs themselves.

Galderma CareConnect is a patient savings program that consolidates Galderma’s prescriptions into one savings portal that’s accessible for patients and “Remarkably Simple” to use.

Goals:

  • Build awareness of the savings program among qualified patients.
  • Make the program easier to access for patients.
  • Inform more potential patients about their eligibility for the program.

Strategy & Execution

Schaefer led the Galderma CareConnect launch with a few key strategic imperatives: communicate the scope of Galderma prescriptions covered under the program and quickly build awareness of the program among patients, healthcare providers, and pharmacists. We developed a comprehensive, multi-channel campaign around the tagline “Remarkably Simple.” This included traditional advertising, digital ads, video, paid digital media, display targeting, customized email marketing as well as personal and non-personal sales support.

Connecting Patients with Care

At the core of this comprehensive campaign was GaldermaCC.com, a centralized location for information about the savings program. The site was strategically developed to communicate key information to each of our core audiences:

  • Patients – Information about savings, ease of use and a great opportunity to quickly download a GCC card.
  • Healthcare Professionals – Key points to share with their patients when prescribing Galderma products, information about pharmacy access and a portfolio of products on the card.
  • Pharmacists – Information about patient eligibility.

The website follows a clean design and user-friendly navigation to make the user experience just as “Remarkably Simple” as the Galderma CareConnect program itself. In addition, the website utilizes a seamless API to connect directly with the card provider, so that a unique card can be generated in just seconds when the user chooses to download.

By making this direct connection, we are able to utilize technology and data to measure card redemption rates at pharmacies across the country and measure the success of marketing campaigns in market.

Results

  • In less than two years, Galderma Care Connect site metrics have steadily climbed month after month.
  • To date, Galderma Care Connect has reached more than one million unique patients.
  • As of June 2019, more than 3 million prescriptions have been processed through the Galderma Care Connect portal, saving patients, healthcare providers, and pharmacists valuable time and money.
  • MM&M Gold Award for Best Payer Marketing.

Make Life Better

Navigating healthcare can be a confusing process for patients and even some healthcare providers. By creating the Galderma CareConnect website, we were able to help more people download a patients’ savings card and connect them with more affordable care.

 

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.

Goals

  • 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.

Results

  • 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.

Earning highly qualified leads is critical to the success of a conversion-based digital campaign, and Schaefer Advertising employs a blend of intelligent thinking and data tools to develop strategic campaigns that yield highly qualified leads that meet our client’s business objectives.

The Approach

Pomona – by Hillwood Communities – is a master-planned community in Manvel, TX, located just south of Houston. To meet their sales goals, Pomona depends on driving awareness and conversion in order to build foot traffic to their community, and ultimately close home sales. In 2019, Schaefer Advertising leveraged very specific and unique tactics to create a full-funnel digital marketing strategy for the community.

To begin the marketing planning process, the Schaefer team carefully scrutinized data related to Pomona’s key target audiences by evaluating the current homebuyer segment against prospective homebuyers. This information provided us “look-a-like” profiles that we applied to our targeting criteria, enabling us to get very specific demographics, psychographics and geographical insights. As a result of this granular audience definition, we were able to identify that many of Pomona’s homebuyers were employed at the Texas Medical Center, located just 15 miles from the community.

With this knowledge, the Schaefer team developed a very targeted GeoFencing campaign as a tactic within the integrated digital strategy.

The Goals

  • Move high-value prospects through the lead funnel by:
    • Building brand awareness for Pomona among a very specific subset of the medical community within the Texas Medical Center
    • Capturing a strategic audience group to retarget with outbound marketing efforts
    • Driving qualified leads from the medical community to model homes within Pomona
    • Closing home sales in Pomona

The Strategy – Hyper-Targeted Geofencing

GeoFencing is a targeted digital strategy that specifically serves display ad units to users who have entered a digitally fenced area. In order to structure a GeoFencing campaign, a virtual fence is mobilized around the targeted area to capture prospects and then deploy ads. A corresponding conversion zone is also established, allowing advertisers to track prospects from the GeoFence to the conversion zone. At Schaefer, we utilize variations of GeoFencing strategies across verticals to satisfy numerous goals such as driving event ticket sales or, in this case, selling homes.

Pomona Map

For Pomona, our team devised a GeoFencing strategy focused on capturing highly qualified prospects at the Texas Medical Center. We identified five key parking garages used by medical professionals that mirrored a large portion of the current residents of Pomona. Additionally, we eliminated patient traffic in order to maximize the media spend on the most qualified prospects. After outlining our geographic target area, we developed specific ad creative to target those audiences, with messaging focused on proximity between home and work – “Pomona, just minutes from the Texas Medical Center.”

The Ads

Pomona GeoFencing Ads

The Results

  • First GeoFencing campaign delivered 245,000 impressions and 18 conversions of highly qualified leads.
  • Second GeoFencing campaign delivered 335,000 impressions and 40 conversions of highly qualified leads.
  • The entire campaign delivered 580,000 impressions and a total of 58 conversions.

Making Life Better

A community is made up of far more than just buildings and geography. It’s about the people that say hello to each other every day, the experiences they share and the memories they make as neighbors. All of this turns a collection of buildings into a living, breathing community. We are proud to partner with Hillwood Communities, and help shape the fabric of their neighborhoods by delivering their message to the right audiences, and filling their communities with vibrant people.

Situation

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.

Goals

  • 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.

September 15, 2016

Forging New Ground

We all know that gathering metrics and creating reports helps determine the success of marketing or advertising campaigns, but how we gather those metrics and turn them into meaningful presentations is at times difficult for us all.
Schaefer believes that a reporting approach should be more than an excel spreadsheet or a PowerPoint with graphics, so we put together a metrics and reporting “roadmap” that explores every aspect of the process. From the gathering, organizing, and graphing to analyzing and presenting, we wanted to dive into what makes up a successful campaign report.

Download our Metrics and Reporting Guide and hopefully all (or one) of these tips will help set you up for reporting success.


Download Now

February 29, 2016

ADDYs Rock!

On the heels of back-to-back Best of Show Awards, the Schaefer Team was honored with 29 awards, including 11 Golds and two Special Judges Awards at the local 2016 American Advertising Awards – proving that great creative and great results for clients is not mutually exclusive. The winning work demonstrates a broad range of creative depth across a wide range of clients including: Fort Worth Zoo, Mouser Electronics, City of Hurst, TTI Electronics, Botanical Research Institute of Texas, Fort Worth Creative Cooperative, TCU Athletics, Cassco Development Company. Additionally, Schaefer was recognized for several self-promotion pieces as well as work done for the 2015 American Advertising Awards.
UPDATE: Regional results are in! Schaefer won big taking home 2 Gold, 2 Silver and 2 Bronze. Now on to Nationals, our fingers are crossed for another win. (Remember our National win for Zoo Ball last year?)


Gold ADDY Award &
Regional Gold ADDY Award

Project: Zoo Ball
Client: Fort Worth Zoo
A pop-up invitation for the Fort Worth Zoo’s annual gala event, Zoo Ball, to raise money in support of the zoo’s ongoing mission of conservation.
View Work



Gold ADDY Award &
Regional Silver ADDY Award

Project: Zoo Preschool
Client: Fort Worth Zoo
An illustrated campaign and series of animal flash cards for the preschool program at the Fort Worth Zoo.
View Work


Gold ADDY Award &
Regional Bronze ADDY Award

Project: The Good Stuff
Client: Hurst Conference Center
A direct mail campaign and invitation to the Hurst Conference Center’s tasting event for local planners.
View Work



Gold ADDY Award

Project: Empowering Innovation Campaign
Client: Mouser Electronics
A campaign for Mouser Electronics centered around engineering and ingenuity through a partnership with spokesman Grant Imahara.
View Work


Gold ADDY Award

Project: Arts Goggle 2015
Client: Schaefer Advertising Co.
Created a 10ft x 40ft chalkboard and encouraged community participation for the annual Arts Goggle event on Magnolia.
View Work

Special Judges’ Award: Design

Zoo Preschool



Gold ADDY Award

Project: Amendment 28 Campaign
Client: AAF Fort Worth
A campaign centered around the passage of Amendment 28, which outlawed advertising and promote entries to the local ADDY Awards.
View Work


Gold ADDY Award

Project: Submission Protocol Video Campaign
Client: AAF Fort Worth
Video campaign showing proper protocol for the disposal of advertising and entry into the local ADDY Awards.
View Work

 


Gold ADDY Award

Project: Amendment 28 Logo
Client: AAF Fort Worth
Logo for the Department of Justice Anti Persuasion Division, the agency responsible for the enforcement of Amendment 28.
View Work 


Gold ADDY Award &
Regional Bronze ADDY Award

Project: Winners Book
Client: AAF Fort Worth
Newspaper style book announcing the repeal of Amendment 28 and showcasing the 2015 Fort Worth ADDY winners.
View Work

 


Gold ADDY Award

Project: Official Advertising Collection Receptacle
Client: AAF Fort Worth
Government packaging for the collection of illegal advertising and ADDY entries.
View Work 


Gold ADDY Award

Project: Amendment 28 Poster
Client: AAF Fort Worth
Large format poster to announce the outlawing of advertising with the passage of Amendment 28.
View Work

 

Special Judges’ Award: Concept

Amendment 28 Campaign



Silver

2014 BRIT Annual Report
Botanical Research Institute of Texas
Beastro Poster Campaign
Fort Worth Zoo
Spring Outdoor Campaign
Fort Worth Zoo
Preschool Campaign
Fort Worth Zoo
Empowering Innovation: Robotics Spotlight
Mouser Electronics
Empowering Innovation: Driverless Cars Spotlight
Mouser Electronics
Schaefer Business Cards
Schaefer Advertising Co.
Schaefer Website
Schaefer Advertising Co.
Creative Gauntlet No. 4 Poster
Fort Worth Creative Cooperative
Amendment 28 Website
AAF Fort Worth

Bronze

The Kelton Logo
Clearfork
Safari Splash Logo
Fort Worth Zoo
The Specialist Comic Book Series
TTI, Inc.
Southside T-Shirt
Schaefer Advertising Co.
Schaefer 2015 Christmas Card
Schaefer Advertising Co.