We wanted to highlight a case study that was not higher education specific, but was relevant in the sense of running brand awareness and lead generation tactics through omnichannel media.
Craig Hospital is a large hospital system on the west coast looking to recruit more nurses including CNA’s, Traveling Nurses, and RN’s. They haven’t run Over The Top Connected TV Advertising or Geofencing Marketing in the past. Given the stiff competition for nursing candidates, they realized they needed to both build their own brand recognition amongst nurses while also focusing on those who are in-market looking for nursing positions.
They have utilized other platforms including Zip Recruiter, Indeed, and other channels they thought would give them exposure to existing nurses who may be interested in switching to their company.
After hearing about geofencing marketing, they didn’t know if it could in fact be successful, but wanted it to remain part of their omnichannel marketing efforts. We deployed geofencing marketing, programmatic audio, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.
Marketing Mix For Nursing Recruitment Campaign
The team at Propellant Media developed a comprehensive 12-month strategy of geofencing, data targeting (nursing audiences), site retargeting, google ads, pre roll video, OTT/CTV Advertising, and facebook/instagram advertising.
- Geofencing Marketing – Our team built geo-fences around competitor hospitals. We believed that their core audience was already working at these locations, so serving ads to them would give us more exposure to thinking about switching to another hospital system. We found additional ways to limit waste and prevent less ad serving to the patients.
- Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 6 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts we were deploying including Google Ads and Facebook/Instagram advertising.
- Pre Roll Video – Despite utilizing static display ads, we also deployed pre roll video with a nice testimonial video of one of the workers who’s been with the company for over 1 year further solidifying social proof and adding another layer of creative ads to the mix.
- OTT/CTV Advertising – Utilizing the same video ad types, we were able to gain exposure via streaming apps and websites with 15 and 30 second ad spots.
- Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as CNA jobs near me, nursing jobs near me, RN jobs near me
- Facebook/Instagram – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram. We’re not talking about building 1-mile radii circles on Facebook. We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager.
Results Of The Geofencing Marketing Nursing Recruitment Campaign
Craig Hospital worked with Propellant Media for over a year. Below were the results during that time.
Below is the summary of actual results we produced for the Hospital System. The quote we received from the client was after implementation, their positions were steadily filled up as a result of the omnichannel marketing and geofencing advertising campaign.
- Conversions – 1,466 Application Landing Page Visits: healthcaresource.com
- OTT Video Views – 229K
- YouTube Video Views – 189K
- $101,170.74 Spend
- Average 94% Watch Rates For OTT/CTV