Client

Schuler Shoes, established in 1889 in the Twin Cities of Minnesota, has grown from a modest shoe repair shop into a beloved footwear destination known for its exceptional customer service and commitment to comfort. Offering a diverse selection of quality shoes for various styles and needs, Schuler Shoes prioritizes proper fitting with knowledgeable staff providing personalized attention. Beyond retail, the company actively engages in community initiatives, embodying its dedication to both footwear excellence and local support. As a longstanding fixture in the Twin Cities retail landscape, Schuler Shoes continues to be celebrated for its legacy of quality, service, and community involvement.

Requirements

During our meeting with Schuler Shoes' marketing director, we discussed the scope of our collaboration as their new video production agency. In addition to creating videos for their standard sales events throughout the year, she expressed interest in exploring new styles of videos that had not been previously utilized by Schuler. This included the concept of producing profile videos that highlights key community figures who are passionate about shopping at Schuler Shoes, effectively serving as brand ambassadors. This innovative approach aimed to deepen the brand's connection with its local community while showcasing authentic stories of individuals who resonate with Schuler's values and offerings. The director emphasized the importance of these videos in expanding Schuler's marketing reach and fostering stronger bonds with customers beyond traditional sales promotions.

Solution

Following discussions with Schuler Shoes' marketing director, Old Saw Media initiated the process of expanding Schuler's video marketing strategy to include both standard sales events and innovative content formats. This involved brainstorming sessions to conceptualize unique video styles, such as profile videos featuring community figures passionate about Schuler Shoes. Once finalized, we proceeded with production, capturing authentic stories showcasing the brand's local community connection. Concurrently, we collaborated with Schuler's team to develop a comprehensive all-season campaign strategy, creating engaging video content tailored to various platforms. Additionally, photography was incorporated to enhance visual appeal, focusing on capturing Schuler's unique spirit within the Twin Cities community.