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33 Days Later

As I come to an end as an intern at Schaefer Advertising Co., I feel so blessed and appreciative for being chosen for this internship position. Interning at Schaefer has been a great experience, and I have really felt a part of the hardworking team. I was given respect and kindness from all. Overall, Schaefer Advertising Co. helped me grow as a student and helped me solidify my future career goals. Even though I cannot say that I have planned out my life, I have walked away from this internship with several tools in my strategic thinking tool bag, and many life lessons that will follow me forever. Here are a few items that stuck with me after my four-month experience:

I am a perfectionist. I like to do things independently and show people that I can handle their projects without needing help, but learn from my mistakes. There was a project that took me awhile to accomplish, because I refused to ask for help. News flash: In the advertising industry, it is not an option to miss a deadline or get something right the first time. I learned that if I would have just asked more questions about the project, I would be more effective with both my supervisor’s time and mine. So, ask tons of questions! The best way to learn things is to have an experienced person walk you through hands-on.

I carry a notebook with me at all times. If someone in a meeting mentioned an ad campaign, successful tactic, or research tool, I wrote it down. Chances are if something was mentioned, it was important and will probably come up again.

Staying updated on industry trade publications, new award-winning campaigns, and company leadership shifts are inspirational, educational and a great way to impress your staff. Make sure to always keep yourself ahead of your industry and stay on top of what is going on. You will feel more confident when current events are referenced and you do not have to research them to chime in.

Learning should be an intern’s main goal. Unfortunately or not, making mistakes is the best and quickest way to figure out how to do things the correct way. My biggest piece of advice is to never get down if you make a mistake, but make sure to never do it again. Be sure to be coachable and pay attention to details when doing a similar project.

Always take the extra step. Contribute more than the minimum and get things done efficiently. At first, it may take longer to complete a task, but do not get discouraged - just put in the time and get it done correctly. Advertising is a fast-paced industry and you need to be able to keep up with assignments and workflow. In the end, the only thing that matters is if you met your deadline.

Overall, I honestly couldn’t have asked for a better place to intern. I have really been able to see how an agency works together to complement each department from sales to marketing to production, which was the ultimate goal of being an intern. Each day has been an adventure whether it is helping with social media or helping with filming the TCU Baseball’s entrance reel.

My experience as an intern has been unbelievable, and I would highly recommend Schaefer to anyone who is looking for an internship. I am so thankful for the opportunity to work for such an amazing company and I would like to extend my deepest gratitude to Ken Schaefer, Bailey Lang, and the rest of the staff at Schaefer Advertising Co. for the opportunity and for showing me such kindness. This experience will stick with me forever, and one that has definitely helped to prepare me for life after college.

-Anna Waxman



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Summer 2014 Creative Internship


Be vewy quiet. We’re hunting creative interns.

If you want to be one of ours, click here to take the bait.



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A Proper Introduction

With inspiration from Katy’s blog post title, I feel as though I must cue the Eminem lyrics, “Hello, my name is, my name is, my name is” Jaime Sporl.

I am one of three spring account service interns. Originally from sunny San Diego, California, I moved to Fort Worth, Texas in 2010 to pursue a degree in strategic communication and political science at Texas Christian University.

I am the oldest of three children. My sister, Morgan, is a sophomore at TCU, and my brother, Shawn, is a sophomore in high school in San Diego.

During my childhood, I was a definite tomboy, so I now have a deep appreciation for almost every sport. I also like being active, enjoying the outdoors and curling up to read a good book. Having traveled to over 15 different countries, I have a passion for discovering new corners of this world. So, whether it’s hopping on a plane to London, going to a Broadway show or even just spending an afternoon in the Fort Worth Stockyards, I love experiencing new things that get me out of my comfort zone.

Rather than give you a long, anxiety-filled speech about my post-graduation fears like every other college senior, I am going to provide some random, fun facts about myself. 

Fun facts:

  • I have a large obsession and will spend countless hours watching the Olympic sport, Curling.
  • I have studied abroad twice (once in London, England and once in Washington, D.C.).
  • I single-handedly delayed the entire metro red line for 30 minutes in Washington, D.C. by falling asleep on the train.
  • I have a mean British accent.
  • I have been inside of Buckingham Palace.
  • I have a selfie with Bob Schieffer. 

  • I walked and completed the Susan G. Komen 3-day for the cure walk. 
  • I have never read the entire iTunes User Agreement, but I have been to page 46 of the iOS 7 Terms and Conditions. (See the image below; I promise it’s worth it!) 

  • I have a huge fear of port-a-potties and storm drains. (I’ve been to New York 5 times and never stepped on a drain or grate. I once wet my pants instead of going in a port-a-potty.)
  • I was in Spain when its men’s soccer team won the World Cup in 2010.
  • I have a fascination with John F. Kennedy’s assassination.
  • I have ridden an elephant.
  • I have perfected various break-dance moves.
  • All the clocks in my house are in military time.
  • I do not like sweets.
  • I have a weird infatuation with my pet fish, Phil.
  • I love kids!

Before I sign off, I should mention that inspirational and motivational quotes are my thing! So, I am going to leave you with one of my favorites by Martin Luther King Jr. today. “You don’t have to see the whole staircase, just take the first step.”

Until next time!

—Jaime Sporl



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2014 ADDYs Recap

Another local advertising awards season has come and gone, and it was one of the best ADDYs yet for Schaefer. This year’s haul came to 25 total awards, including 9 golds, a Special Judges’ Award and Best of Show. The latter comes with the chore honor of putting on next year’s ADDY event. We should probably get on that now. 

In the meantime, here’s a look at some of the big winners:


Word Crops – Cassco Development Company

Best of Show


Small Change, Big Impact videos – JPS Foundation

Special Judges’ Award


Ryan Family Showdown TV – Nolan Ryan Beef

Gold Addy


Respiratory Etiquette Posters – JPS Health Network

Gold Addy


Zoo Ball invitation – Fort Worth Zoo

Gold Addy


Beastro campaign – Fort Worth Zoo

Gold Addy


Schaefermade Lemonade campaign – Schaefer Advertising Co.

Gold Addy 



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Hello, My Name Is….

Hello from the second floor of Schaefer Advertising, Co!

As is customary of every intern, I will take a moment to introduce myself. My name is Katy Lyons and I am one of three spring account service interns. I hail from Leawood, Kansas – please, no Dorothy jokes – but am currently finishing my final semester at Texas Christian University.

Having attended and worked summer camps for many years, my introductions feel rehearsed. For instance, when playing Two Truths and a Lie, I always use the same three statements. Can you guess which one is false?

I won the fifth grade spelling bee.
I’ve worn an Olympic gold medal.
I’ve fully read the iTunes User Agreement.

Taking such rehearsed speeches into consideration, I can only assume there are other “get to know you questions” you would like answered.

Major: strategic communication
Career aspirations: account services (no, they didn’t make me write that)
Favorite vacation spot: a ranch in the Flint Hills of Kansas
Favorite dance move: the Sprinkler
Least favorite food: potatoes (cue astonished face)
Spirit animal: the giraffe, or a lion if we want to be cliché
Favorite Disney princess: Belle
Something most people don’t know about me: Despite my Kansas upbringing, I have a terrible fear of tornados… and escalators. But I guess a lot of people know now that I’ve posted it online.

Over the next few months, we will have many opportunities to further get to know one another. I’ll brag about the quality of the staff, their humor and encouragement, my various assignments, and if your lucky, some of the office secrets. 

In the meantime, I encourage you all to watch this video.

Until we meet again, “you’re awesome!” and I mean it.

- Katy Lyonsimage




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Welcome to Anna’s World.

Fresh ideas from a media savvy planner, thinker, jogger, rodeo rider, and president of the most stressed out generation - The Millennials.

Some call me Anna, some Anna Banana, or Waxman - and that is not the most graceful last name to be labeled.

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Now that I am on the last lap of my senior year at Texas Christian University, I think of all the things I brushed off freshman year from the seniors, faculty, and career planners. We all remember coming into our freshman year of college and hearing all the seniors say, “Enjoy it, your time here flies by.” This statement plays like a broken record the entire first year. If you were anything like me, you probably shrugged it off, thinking to yourself, four years or 35063.3 hours, will not fly by quickly. Turns out they were correct. It doesn’t just fly by - it zooms. Now the question I hear constantly as a senior: “Oh… what do you plan to do with that?” This question, along with the skeptical intonation, is one that I am commonly asked when I explain that I am graduating in May with a Strategic Communications major.

One reason I chose TCU was the security in knowing they were connected to businesses in the Fort Worth/Dallas area that were interested in offering internships. I thought that would help with confirming any questions I would have in the career of my choosing.

Over the last four years I have had four internships at advertising agencies. They are all fast-paced and anxiety driven - but none have let me slow down and enjoy the anthological scenery of life such as Schaefer. Just as a point of reference, I have only been in this office for a few weeks. The warm friendly faces, quirky attitudes, comfortable environment, and Boone, Ken Schaefer’s sociable puppy, really has let me slow down and enjoy being an intern, college student, rodeo barrel racer, jogger and pretty great strategic planner.

What else…future goals: no clue… I am attempting to do the non-traditional millennial thing: have fun at Schaefer, ride out the senior anxiety and see where the road takes me. I am going to walk through the doors that will open for me, and be armed with all the experiences I have to offer thus far. I cannot wait to see where this internship and the last phase of senior year take me.

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The Sincerest Flattery

Recently, photographer Victoria Will took a bunch of tintype photos of celebrities at this year’s Sundance Film Festival. In case you didn’t see them, here’s the link.

As the de facto in-house photographer for Schaefer, I thought it’d be fun to see if I could fake the tintype look in Photoshop. The internet being what it is, there are probably some good tutorials out there. But I’m a guy, and I don’t like asking for directions, so I just went for it.








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Bridal Brand Development for the Hurst Conference Center


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).




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A SchaeferMade Christmas Card


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!



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We Are Growing our Family!


Account Manager or Sr. Account Manager

At Schaefer, the account manager assumes responsibility for day-to-day client relationships, including management and growth of all assigned accounts. You’ll be expected to engage proactively in developing and presenting strategic direction for accounts in partnership with the account director and to own all project management of related client initiatives. You’ll be expected to work seamlessly with agency teams to bring client initiatives to completion. You’ll have fiscal accountability at the account level – including managing project and client budgets along with account profitability and growth. This particular AM position will service a roster of B2B accounts, so experience with technology, logistics, supply chain and transportation are a plus. 


  • BA/BS degree required
  • 2-4 year experience required (agency experience preferable but not mandatory)
  • Business-to-business experience is a must
  • Must possess strong written and verbal communication and interpersonal skills

Key Responsibilities

Strategic Planning
A lot of agencies talk strategy, but we live it every day. This means you’ll need to be able to:

  • Proactively learn and maintain knowledge of client business, including: strengths, weaknesses and differentiators; key business and marketing objectives; infrastructure of client staffing/teams; and competitive situation
  • Initiate and execute research initiatives
  • Develop and present strategic plans to both client and agency teams
  • Brand development/positioning
  • Marketing communications

Account Management

  • Above all, develop marketing programs that yield the desired business results for our clients
  • Successfully manage, maintain and build client relationships to support agency growth
  • Maintain proactive communications with both client and management teams on account and project status
  • Own project management for all account initiatives to ensure projects are completed on time, within budget and meet or exceed client expectations
  • Articulate, and adhere to, agreed-upon project directives and production guidelines
  • Collaborate effectively with creative, production and other teams to facilitate and complete client initiatives
  • Developing the positioning strategy for all creative projects
  • Sell the positioning strategy (creative brief) to clients and present to creative upon client approval
  • Present creative to clients
  • Prepare accurate and timely internal communication: conference reports, status reports, budgets, etc.

Fiscal Accountability

  • Initiate and sell in appropriate recommendations to support client objectives and grow account profitability
  • Manage development of estimates and estimate approval process
  • Monitor project estimates to ensure adherence to budget
  • Work with production manager and accounting rep on monthly billing for assigned clients
  • Prepare monthly budget recaps
  • Participate in monthly client forecasting

It’s important to understand that our account team isn’t a courier of information between clients and the agency, they are the account leads. That means they must take a very proactive role in understanding clients’ businesses, competitors, weaknesses and opportunities and then be able to articulate the necessary strategies to positively impact their business. Key characteristics of a successful member of the Schaefer account team include: proactive, engaging, warm, personable, able to guide and lead, responsible, creative, passionate, committed to excellence, persistent and enthusiastic. 

To Apply: Send your resume to jobs@schaeferadvertising.com (subject: Account Manager)


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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