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Making EVERY DAY Zoo Day

“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.




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Sweet Dreams Are Made of This

An open letter to all you dream chasers,

I am a 21-year-old female from Nebraska living in Texas. My parents are divorced. One is unapologetically liberal and the other blames nearly everything on President Obama–even her car not starting in the morning. My desired degrees are in advertising and graphic design. And I absolutely love any and all notions of romance. My dreams, without a doubt, look a bit differently than yours.

But we, dear reader, are more similar than our experiences may let on. We have dreams for the future. We have aspirations that we work hard to achieve. And we have those seemingly small hopes that reside in the back corner of our minds; the ones we don’t let anyone see for we know that they are silly and unrealistic… At least that’s what they tell us.

Now for the sake of this post let’s just assume that “they” is anyone who ever made you feel small, made your dreams seem like less, or told you that your ideas were crazy. They poke us, prod us, stick us inside a box and try to mold us into what’s expected. “You want a career in business? Well, here’s the path to get you there. Take this one,” they say.

I don’t know if it’s the fact that I’ve been at Schaefer for the past nine weeks, or if it’s because I’m getting older and more stubborn, but this mentality–this cycle–has been burning in my mind lately. So, I decided to see what the creative minds at Schaefer thought about dreams. Would they be the ones to limit your creativity, to force you to hold back your whimsical thoughts? I made it my civic duty to uncover the truth about dreams from the people that were living theirs. The question I posed to them: What were your dreams before you were in the position you’re in now? How do those dreams fare in comparison to what actually happened?

The consensus?  Almost everyone agreed that their experiences, however wild and off the beaten path, shaped them into the person that they are today. Their dreams may have shifted. They may have changed their form. But, they remained ever-present. New dreams were created, and their keepers continued to grow. And throughout it all, those dream-keepers at Schaefer assured me that there is no one way to get to where you want to be. Don’t get me wrong; they certainly served up a daily dose of reality. But they also encouraged growth and the continuous pursuit of going after what you want in life. And most importantly, they did it all with intentionality.

I came into this experience with foggy dreams. While they were altogether present, they had no definition to them, no concrete form. And although my time in this position is nearly spent, I leave Schaefer with a small veil of that fog lifted, and a whole lot more confidence in the fact that my dreams will someday come to be.

The road may be long and the end may never seem near. But that’s why they call us the dream chasers, dear readers. We never cease to stop chasing what matters.

- Tiana

PS - Thanks to the music duo the Eurythmics (Annie Lennox and David A. Stewart) for the sweet blog post title.



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“What’s inspiring you right now?”

Todd Lancaster – VP, Creative Director

Actually, there are three things that, for some reason, have inspired me throughout my career. I’ve never been one to keep up with industry news or other agencies. I don’t want to be influenced by other people’s take on advertising. I’d rather be inspired by books and movies and music, which can lead to unique advertising concepts.

One thing that’s always inspired me is skateboarding. I was super big into it back when I was a teenager, when the Bones Brigade and all those guys were big. And it’s not really the design surrounding skateboarding so much as the motion of it. It’s hard to explain, but I feel like the fluidity of motion inspires the way I think and design, even now.

Another inspiring thing for me is kind of strange. I love black and white movies, and I watch On the Waterfront pretty much every time it comes on TV. I recently found out that the buffalo plaid jacket Marlon Brando wears throughout most of the movie was actually green and not red. I can’t explain how this inspires me, but I actually found myself thinking about it while I was working through some design concepts the other day.

The third thing that’s been inspiring to me is an interview with Dave Grohl I saw online. One of the things he talked about was resisting the urge to self-edit. You don’t like it when other people mess with your stuff, so why do it to yourself? The imperfections that go along with spontaneity are sometimes the most interesting parts. I try to remember that with design.



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"What’s been inspiring you lately?"

Scott Porter – copywriter, photos, video, etc.

For photography, I recently discovered the work of Josh Wool (joshwool.com). Portraits are my favorite thing to take, and his are awesome. Between his work and all the Photoshop tutorials I’ve been watching lately, I’m really itching to shoot a lot more.

For writing, I’m currently reading a collection of Hunter S. Thompson’s articles for Rolling Stone. I’d (somehow) never read any of his stuff before or seen any of the movies about him. For being known as a drug-addled wild man, his writing is surprisingly coherent. Irreverent and vulgar, yes, but uncompromising. I think he’d be the kid who called the emperor naked. I doubt any client is going to ask for Gonzo-style copy, but I’ll see if I can’t sneak it in somewhere.



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Fall 2014 Internships

Read The Rest of This Article



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Schaefer Advertising, this is Amanda?


Everyone, this is Amanda Peredo, Schaefer’s new operations coordinator. As “The O.C.,” Amanda will be the friendly voice that takes your calls, the smiling face that greets you in our lobby and the person we complain to when we’re out of snacks.

Recently, I sat down with Amanda to ask her the hard-hitting questions Channel Scott News is known for.

Scott: Hi, Amanda. How’s it going?

Amanda: It’s good! How are you?

S: Hey, I’m the interviewer here, okay?

A: Oh, uh…okay.

S: But I’m fine, thanks for asking. So – tell me everything about yourself in a blog-friendly number of words.

A: Oh gosh, born and raised on an island. Now I live in North Texas.

S: […] Okay, I’m going to need more words than that.

A: Um…I come from a big military family, so I travelled a lot growing up. I lived in Spain, then Guam, then Texas, back to Guam, then back to Texas. And now I’ve found my home in good ol’ Fort Worth. I’ve lived in the area for 20 years, but I’ve worked in Fort Worth for six years.

S: Where did you work before?

A: I worked for XTO Energy for five years. I started as an intern, and they hired me full-time after college.

S: How do you like Schaefer so far?

A: I love Schaefer. I love the people, the different work and meeting clients that come in.

S: I’m not Ken, you don’t have suck up to me.

A: Oh, I hate it here. Just kidding.

S: Cool, how about something important. What is your favorite animal?

A: My favorite animal? Um…I kinda like the honey badger. He’s got a great motto.

S: Do you put ketchup on your hot dogs?

A: I do, plus mustard. That’s it.

S: And here I thought I was going to like you. What else can you tell me to make up for the fact that you’re a ketchup person?

A: Let’s see…I won the Steer Fort Worth photo contest. Mayor Price picked my photo and I won a new Canon DSLR camera.

S: Actually, I’m the photographer around here. You should probably keep that at home.

A: (sigh)

After that, the phone rang and I got the feeling that the interview was over. So we may never know the truth about where Amanda was when the Hindenburg blew up, but we can continue to speculate. I’m Scott for Channel Scott News, signing off.



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A Summer Sequel


She claims to single-handedly fund Yogurt Land. She wants to name her own OPI polish “Sweet Colada Sunshine.” And she would pay to be in Beyonce’s music video Love on Top. Ladies and gentlemen, Taylor DePuma has found her home at Schaefer.

 But she’s no stranger. Taylor started at Schaefer as an account services intern before finishing up her senior year at Texas A&M. Now, she’s back for good as a full-time account coordinator. As an intern, she blogged about the Schaefer teams “hilarious” behaviors, so, for her feature blog post, we are going to share with you the funniest things we’ve learned about Taylor so far:

  1. Taylor wants to start a book club in which she is the only member.
  2. Taylor’s brother once introduced Taylor to his girlfriend by saying, “We just laugh along with her because she thinks she’s funnier than she is.”
  3. At her intern luncheon, Taylor didn’t know who Lee Harvey Oswald was. Because of this, she is now a self-taught Lee Harvey Oswald expert.
  4. Lauren Conrad is Taylor’s best friend. Lauren just doesn’t know it.
  5. If Taylor were to die in a scary movie, it would be Stay Alive starring Sophia Bush, but she doesn’t remember how Sophia actually dies, she just remembers liking the plot of the movie.

So, it’s official! We are now welcoming Taylor to the Schaefer team of hilarious employees. We can’t wait to see what she does here. (The comedic relief that she has already provided us is already much appreciated.)



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Schaefer Advertising Co. Receives District-level ADDY Awards

Schaefer Advertising Co. is pleased to announce that the agency has earned four American Advertising Federation (AAF) District Ten ADDY Awards. District Ten represents ad clubs from Arkansas, Louisiana, Oklahoma and Texas. The award-winning work was nominated for regional consideration, following their success during the AAF-Fort Worth ADDY Awards in February, winning a total of 26 awards. With over 500 entries, the awards won by Schaefer included nine Gold, 10 Silver, five Bronze, one Special Judges, and Best of Show overall. The District Ten award-winning campaigns originally won Gold awards at the AAF-Fort Worth ADDY Awards, including Best of Show, Non-traditional, Out-of-Home, Collateral Material, and Advertising for the Arts & Sciences. 


“We are honored have our work recognized on a regional and district level, and continuing on to the National ADDY Awards. But to be honest, what we are most proud of is that we were awarded Gold ADDY’s for six different clients. It wasn’t just one campaign that won in a lot of categories. It was a diverse portfolio of work for a wide range of clients. And given the measurable results the campaigns delivered, it affirms the work was winning blend of strategy and creativity,” Ken Schaefer, president, said. 

Schaefer’s Gold and Silver District Ten winners were also entered as finalist at the AAF National ADDY Awards competition. The winning campaigns include:  


Gold ADDY – Cassco Development Company, Word Crop Signs


Silver ADDY – Cassco Development Company, Word Crop Signs


Silver ADDY – JPS Health Network, Respiratory Etiquette Campaign


Silver ADDY – Fort Worth Zoo, Zoo Ball Invitation

“It’s great to be recognized at this level for one of our non-traditional projects. It takes a creative idea and bold client to be able to do something as unique as “word crops.” It’s a testament to our collaborative relationship with our clients,” Todd Lancaster, Vice President – Creative Director, said.

About The American Advertising Federation

The American Advertising Federation protects and promotes the well-being of advertising. The AAF has 15 district operations, each located in and representing a different region of the nation. The AAF’s membership is comprised of a national network of nearly 200 local federations, representing 40,000 advertising professionals, located in ad communities across the country; and more than 200 AAF college chapters, with over 6,500 student members. For more information regarding AAF, check out their website http://www.aaf.org/.



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2014 TCU Baseball: The Spotlight visit site

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!



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This Isn’t Goodbye

Do you ever wonder why interns at Schaefer Advertising rarely do more than intro and exit blogs? It’s because we do stuff.

 Strange concept, right? Keeping the interns busy? You won’t hear any of us complaining! Far too often, we hear stories of fellow students who slave over coffee and filing cabinets for companies that don’t value the qualified, eager and willing interns begging for experience.

 At Schaefer, however, interns are given the opportunity to thrive! Co-workers seek out our assistance on various projects; managers trust us with time-sensitive tasks and believe in our ability to produce professional work. Better yet, they are interested in creating experiences that further develop our skill set.

 Don’t have a background in channel planning?

Great! Join this account and walk through the strategy, research and purchase of media across the state of Texas.

 Want to practice your writing skills?

Here, take a press release. Or two. Or three. Sneak in a blog while you’re at it.

 Still curious as to where creatives find their genius?

Participate in the next brainstorm and marvel in their creativity and good humor. That meeting will most likely be the highlight of your day.

With so many opportunities coming across our desks, it’s no surprise that blog posts are continually set aside. But I will clarify – it’s not all work in the Schaefer office. We take time to celebrate birthdays, toast accomplishments and enjoy the community six feet from our desk.

It’s hard to believe my time at Schaefer Advertising has come to a close, but I can rest assured—it was spent well.

- Katy Lyons


Who We Are

A carefully crafted team of diverse thinkers and doers: rich in grit, wisdom and passion. Resourceful and collaborative in our approach and practical in our delivery, we thrive on conversations to uncover and amplify what’s working, while continually exploring the possible.

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How To Reach Us

Contact Us By Phone: 817.226.4332
Contact Us By Emailinfo [at] schaeferadvertising.com
Our Address1228 South Adams Street,
Fort Worth, TX 76104

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