Addressable Geofencing Archives

National Disease Control Government Entity Utilizes Geofencing Programmatic Video & Display To Drive Awareness

Propellant Media was engaged to support the State Partnerships Improving Nutrition & Equity (SPINE) Program, a CDC initiative designed to promote equitable and sustainable food and nutrition security. The campaign focused on increasing awareness about infant and toddler nutrition among Black mothers and caregivers, directing them to state-specific landing pages featuring CDC-vetted nutrition guidelines.

Strategy & Execution:

To maximize impact across five state health agencies, we implemented a multi-channel, data-driven marketing approach, ensuring message alignment with state priorities while customizing outreach for each market.

Media Planning & Implementation: Developed state-specific digital strategies that integrated programmatic display, social media, and addressable geofencing to reach Black mothers and caregivers.
Addressable Geofencing & Website Retargeting: Used geo-targeted digital ads to reach mothers in their homes and when they visited pediatric clinics, daycare centers, and community health organizations.
Facebook & Instagram Advertising: Created engaging social media ads featuring tested messaging such as “What to Feed Your Baby and When” and “Find Answers and Local Resources” to drive traffic to state landing pages.
Programmatic Display & Video Ads: Deployed targeted digital ads across premium websites, ensuring high visibility for campaign messages.
OTT & Connected TV (CTV) Advertising: Used Roku and StackAdapt platforms to serve video ads to audiences consuming streaming content.
Customized Messaging by Region: Tailored the creative execution for each state, integrating local branding and community partnerships.
Data-Driven Audience Optimization: Leveraged CDC-approved messaging, ensuring cultural relevance and credibility across all platforms.

Results & Campaign Impact:

The campaign successfully engaged Black mothers and caregivers, driving significant awareness and interaction across all five states.

12.2 million impressions served through Roku advertising, with a 0.32% average click-through rate (CTR) and a low $1.00 cost per click (CPC).
Over 5 million impressions served through StackAdapt, achieving a 0.15% CTR.
Facebook & Instagram ads generated 2.9 million impressions, driving 8,030 visits to state landing pages.
Geofencing efforts reached over 4,700 households per state, ensuring high-frequency ad delivery to the most relevant audience.
Engagement rates on programmatic video were 2x – 4x higher than industry benchmarks, demonstrating strong audience interest.
Website retargeting successfully re-engaged users, leading to higher conversion rates from initial ad interactions.

By utilizing a strategic mix of geofencing, social media, programmatic video, and OTT advertising, Propellant Media helped the CDC and state health agencies effectively increase awareness and engagement among Black mothers and caregivers. The campaign’s hyper-targeted approach, data-driven optimizations, and regional adaptations ensured maximum impact and improved audience reach.

Local Hospital System Utilize Omnichannel Advertising & Geofencing To Drive Disease Awareness

Propellant Media partnered with Children’s Healthcare of Atlanta to develop and execute a public health awareness and fundraising campaign aimed at increasing donations for sickle cell disease research. The campaign sought to engage the African American community, educate potential donors about the impact of sickle cell disease, and inspire contributions to support vital research and treatment efforts.

Strategy & Execution:

Our team implemented a data-driven, multi-channel digital marketing strategy to maximize reach, engagement, and conversion rates among the target audience.

Market Research & Message Testing: Conducted extensive audience research and A/B testing to refine messaging and ensure cultural relevance in outreach efforts.
YouTube Advertising: Developed compelling video ads featuring personal stories and impactful messaging, delivering them to highly targeted audiences based on demographics, interests, and behavioral data.
Meta (Facebook & Instagram) Ads: Created engaging social media campaigns using carousel ads, testimonials, and donor success stories to drive emotional connections and increase conversions.
Programmatic Display Advertising: Utilized advanced audience segmentation and geotargeting to place banner and video ads across premium websites frequented by the target demographic.
Geofencing & Retargeting: Implemented geofencing around hospitals, community centers, and health clinics to capture potential donors, while site retargeting re-engaged previous visitors who had shown interest but had not yet donated.
UDX Data Capture Technology: Deployed unique data capture tools to build a high-value donor outreach database for sustained engagement beyond the campaign.
Community Relations & Event Marketing: Aligned digital efforts with community-driven initiatives, including health fairs and donor appreciation events, amplifying offline interactions with digital reinforcement.

Results & Impact:

The campaign delivered exceptional engagement and fundraising results, surpassing previous efforts in both donor acquisition and engagement metrics.

1,500% increase in the outreach database, significantly expanding the pool of potential long-term donors.
12% increase in total donors compared to the previous year’s campaign, demonstrating a clear uplift in fundraising efforts.
Click-through rates (CTR) were 2x – 4x above the industry average, indicating strong message resonance and audience engagement.
Enhanced donor retention and re-engagement, as retargeting efforts ensured sustained interactions with individuals who showed prior interest.

By leveraging a strategic mix of digital channels, community engagement, and data-driven By leveraging a strategic mix of digital channels, community engagement, and data-driven optimization, Propellant Media successfully elevated awareness, engagement, and donor participation for CHOA’s sickle cell research initiatives. This campaign highlights the power of targeted storytelling, advanced audience segmentation, and multi-channel execution in driving impactful public health fundraising efforts.

Local Hospital Leverages Geofencing Marketing, Google & Meta For Successful Recruitment

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

Airforce Deploys Geofencing & Programmatic Video To Recruit More Candidates

Propellant Media was tasked with designing and executing a digital campaign that could generate awareness and drive qualified traffic to the official Special Warfare recruitment landing page:
https://www.airforce.com/careers/special-warfare-and-combat-support/special-warfare?utm_source=propellantmedia&utm_medium=agf

The campaign needed to:

Leverage addressable and standard geofencing
Utilize both video and static ad formats
Target males in the southeast
Focus on users interested in outdoor adventure, video gaming, and those connected to military families/veterans

What We Implemented

Propellant Media deployed a multi-layered geofencing and audience targeting strategy, combining addressable geofencing (household-level targeting) and standard geofencing at high-value physical locations such as gyms, outdoor retail stores, gaming centers, and veteran-related community events.

Key actions included:

Audience Development: Created interest-based profiles focusing on males who enjoy outdoor activities, gaming, and military culture, including those with potential family military connections.
Creative Execution: Designed a mix of high-impact static and video ad units showcasing the elite nature of Air Force Special Warfare careers.
Landing Page Alignment: Directed all traffic to the Air Force’s official Special Warfare page, capturing highly engaged users interested in learning more or applying.

Here is a sample video we used for the campaign:

Watch Video Here:

https://www.loom.com/share/1b2feeb681f9446ea50373919bfb45c3?sid=3db4e15c-b4dd-4ced-a195-0bfbd0bf618e

Results of the Campaign

The campaign delivered exceptional reach and engagement, exceeding initial performance expectations:

1,403,000+ impressions served to the highly targeted audience
Over 2,100 qualified clicks driven to the official Air Force Special Warfare landing page
Engaged a highly specialized audience in a cost-efficient manner, balancing reach with recruitment relevance

The campaign demonstrated the effectiveness of Propellant Media’s geofencing and audience targeting expertise — reaching individuals most aligned with the Special Warfare profile while maintaining strict focus on recruitment objectives.

Overall Impact To Recruitment Efforts For The Airforce

This campaign highlights Propellant Media’s ability to design and execute complex, multi-layered recruitment marketing strategies that combine precision geofencing, behavioral targeting, and creative storytelling.

By driving over 2,100 qualified prospects to the Air Force Special Warfare recruitment portal, the campaign provided meaningful engagement and reinforced Propellant Media’s expertise in military and elite forces recruitment marketing.

Government & Army Based Entity Leverages Geofencing Marketing For Candidate Recruitment

The New Jersey Army National Guard (NJARNG) approached Propellant Media to support a hyper-local recruitment campaign focused on driving qualified interest from high school students in select areas of New Jersey. With a modest budget of $3,000, NJARNG needed a cost-efficient strategy to increase visibility and generate engagement, specifically among 17–24-year-olds in high-priority schools known for their recruitment potential.

What We Were Tasked With

The goal was clear — deploy a digital campaign that efficiently generated clicks and interest from prospective recruits in the target region. NJARNG tasked Propellant Media with leveraging advanced geofencing technology to reach students at specific high schools while incorporating site retargeting to nurture interest and encourage website visits. The campaign needed to maximize every dollar spent and provide measurable engagement metrics.

What We Implemented

Propellant Media designed a precision-targeted geofencing strategy, identifying and fencing high schools with the greatest potential impact, including Passaic High School, a key location known for student engagement and recruitment interest.

Key actions included:

Geofencing Execution: Digital fences were placed around multiple high schools, delivering recruitment messages directly to mobile devices of students present within those geographic boundaries.
Ad Creative: Mobile display ads focused on enlistment benefits such as tuition assistance, paid training, and service to the community — messaging designed to resonate with the high school demographic.
Site Retargeting: Added a retargeting layer to re-engage any visitors who clicked through but did not convert on the first visit, keeping the NJARNG top-of-mind for students exploring their options.
Optimized Spend: Careful budget management ensured media dollars were concentrated where they would drive the highest engagement, allowing for meaningful reach within the limited $3,000 budget.

Results & Impact

The campaign successfully delivered 140–150 highly targeted clicks to the NJARNG recruitment website, exceeding expectations given the budget and scope. Performance highlights included:

Meaningful engagement from students within the targeted geofenced locations, with the majority of clicks coming from the Passaic High School geofence.
Efficient use of budget, proving Propellant Media’s ability to generate quality traffic even within constrained resources.
Retargeting efforts helped extend the impact of initial engagements, increasing exposure and reinforcing recruitment messaging.

Results & Impact

This campaign demonstrated Propellant Media’s ability to execute highly focused digital recruitment strategies that align with the National Guard’s local recruitment objectives. Our geofencing and retargeting expertise allowed NJARNG to stretch a small budget and produce measurable engagement — building a model for future recruitment campaigns seeking to combine precision targeting with cost efficiency.

Propellant Media’s approach ensured the right message reached the right audience at the right time, supporting NJARNG’s mission to connect with potential recruits in the communities that matter most.

Local Midwest College Utilizing Geofencing Advertising To Drive Admissions

Mount Saint Joseph University (MSJ), a private liberal arts university in Cincinnati, sought to increase awareness and drive prospective student engagement for its undergraduate degree programs — particularly its cITe Scholars program (Center for IT Engagement). The university needed a digital strategy that could reach highly specific student audiences in both traditional and non-traditional channels, while also building brand presence in the greater Ohio and Northern Kentucky region.

What The Client Requested From Our Team?

Our objective was to build a comprehensive, hyper-targeted digital campaign that would:

Generate broad brand awareness
Drive traffic to MSJ’s admissions and program pages
Support on-site event attendance and application growth for niche programs like cITe Scholars
Increase visibility among high school students and parents at key feeder institutions and events

Actual Tactics We Deployed

Over the course of a three-year partnership, Propellant Media designed and executed a full-funnel digital marketing strategy anchored in programmatic display advertising and geofencing. Our approach included:

Event Targeting: We geofenced relevant community and educational events such as the Holy Cross Immaculate Mount Adams Festival, Archbishop Moeller High School events, Northern Kentucky University Latino College Fair, and regional science fair conferences to reach students and families already exploring college opportunities.
Geofencing With High School Targeting: We identified and geofenced priority high schools, including Malton-Verina High School, to ensure persistent visibility among MSJ’s core enrollment audience.
Addressable Geofencing: For highly specific outreach, we utilized addressable geofencing to promote MSJ’s cITe Scholars program, delivering targeted messaging directly to the homes of prospective students based on first-party data and modeled lists.
Site Retargeting: We re-engaged visitors to MSJ’s website, reinforcing messaging and driving them back to relevant program pages to take the next step in their enrollment journey.
Programmatic Display Advertising: Our campaign creative was tailored for multiple audience segments and served across premium inventory in mobile, tablet, desktop, and connected TV environments.

Results of the Campaign

The campaign delivered over 1.6 million impressions and generated more than 2,800 highly engaged clicks from prospective students and families. MSJ saw increased traffic to its admissions and cITe program pages, and the campaign contributed to sustained awareness and pipeline growth over multiple enrollment cycles.

International Government Airport Leverages Omnichannel Paid Media Marketing To Drive Tourism Adoption

Pensacola International Airport (PNS) aimed to increase awareness and engagement around its nonstop flight options for both personal and leisure travelers. Despite offering a variety of nonstop flights, many potential passengers were not fully aware of the convenience, efficiency, and benefits of flying directly from PNS instead of choosing alternative airports.

The challenge was to implement a highly targeted digital advertising strategy that not only increased engagement but also translated into measurable foot traffic at the airport.

Marketing Tasks We Developed For PNS

The primary objective was to design and execute a data-driven digital advertising campaign that would:

Expand audience reach among travelers seeking nonstop flights.
Generate high engagement rates using precise digital targeting.
Encourage direct action by increasing in-person visits to the airport.
Leverage data to track the effectiveness of the campaign in influencing traveler behavior.

Given PNS’s goal of enhancing visibility and traveler awareness, we developed an advanced location-based and audience-targeted digital strategy to maximize campaign performance.

Below is a screenshot of our targeting parameters for our behavioral targeting and geofencing campaign.

Media Plan We Developed

To achieve maximum impact, we deployed an integrated digital strategy that leveraged:

Addressable Geo-Fencing

- - Created precise geo-fencing around high-value residential areas and commercial locations where potential travelers were likely to live and work.
  - Utilized first-party and third-party data to serve personalized ads to users based on their home and work locations.
  - Allowed for precise ad targeting and re-engagement to encourage flight bookings.

Audience Curation & Data Segmentation

- - Cultivated over 30,000 qualified household and business parcels based on behavioral data.
  - Identified individuals actively searching for personal and leisure travel opportunities.
  - Leveraged demographic and travel intent data to refine audience targeting for optimal engagement.

Standard Geo-Fencing

- Geo-fenced competing airports, travel agencies, and transportation hubs to target individuals already in the process of booking or planning a trip.
- Delivered real-time ads to potential travelers when they were in relevant physical locations.
- Created event-based geo-fencing around major business and leisure hotspots in the region.
Conversion Zone Tracking (Foot Traffic Monitoring)
- Established a conversion zone at Pensacola International Airport to measure how many users saw or clicked on an ad and then visited the airport.
- Used real-time location tracking to determine ad effectiveness in influencing in-person visits.
- Provided a clear attribution model linking digital ad impressions to physical engagement at PNS.

Results Of The Campaign

The data-driven digital campaign produced outstanding results, effectively increasing awareness and foot traffic to PNS.

Campaign Performance

Impressions: 799,995
Clicks: 1,040
Click-Through Rate (CTR): 0.13%
Walk-Ins (Users Who Saw/Clicked on Ads & Visited the Airport): 697

Key Takeaways from Conversion Tracking

697 users physically visited the airport after being exposed to the campaign.

Addressable geo-fencing and audience curation allowed for precise targeting, ensuring ads reached the most relevant potential travelers.

Standard geo-fencing successfully engaged users already in the travel decision-making process, increasing the likelihood of airport visits. The campaign exceeded engagement expectations, demonstrating the power of data-driven digital marketing for regional airports.

Through the strategic combination of addressable geo-fencing, audience segmentation, and standard geo-fencing, PNS successfully increased awareness, engagement, and measurable airport visits. The campaign proved that precise targeting and advanced location-based advertising techniques can effectively drive action. Campaign exceeded expectations, proving the effectiveness of data-driven airport marketing.

Government Entity California Strawberry Commission Uses Geofencing Marketing To Increase Visibility

WLP, a political consultancy with deep ties to California’s sustainability sector, partnered with Propellant Media to deliver a highly targeted, time-sensitive digital campaign focused on legislative influence. The objective: raise visibility around key agricultural issues and test which political and regulatory audiences were most receptive to specific advocacy narratives.

The client provided a complex set of resources—over 10 tabs of spreadsheet-based contact data, policy targets, and a general campaign outline—only days before the scheduled campaign launch. These included email records, building addresses, and segmented audience categories such as legislators, boards, supervisors, regulators, and local policy groups.

Strategic Challenge

This campaign required advanced segmentation, data activation, and tactical deployment under tight deadlines. Key challenges included:

Limited data quality: Government emails often have low match rates for digital platforms due to privacy restrictions
Granular audience needs: The client required performance metrics per audience, meaning each had to be isolated as its own campaign
Compressed prep window: Strategy and assets were provided days before the campaign needed to be live
Creative testing: Four unique videos had to be mapped across audiences for engagement testing (watch rate)

Our Strategy Developed For California Strawberry Commission

Propellant Media quickly translated WLP’s raw data and campaign framework into a multi-layered digital engagement strategy built entirely within programmatic and video ad platforms. Using combinations of CRM retargeting, addressable geofencing, curated demographic audiences, and manually drawn custom fences, we executed six simultaneous campaigns—each with its own creative strategy and KPI tracking.

Audience Activation Strategy

CRM Email Retargeting: Uploaded 1,000+ government-affiliated contacts across all tabs to match as many email-based users as possible. (~500–650 matched)
Addressable Geofencing (AGF): Used parcel-level data to match buildings (e.g., Board of Supervisors offices), delivering to ~20K+ users inside known government buildings
Custom Geofencing (GF): Mapped legislative buildings and regulators’ offices (e.g., CalEPA, Newsom’s Office, Senate/Assembly buildings) where unique address data was insufficient
Audience Curation by ZIP Code: Built a Growers audience from ZIPs + demographic overlays to reach households fitting agricultural profiles

Each tactic was tagged and tracked separately, enabling full performance comparison across all campaigns and audience types.

Creative Strategy We Leveraged

Four distinct video ads were deployed across all campaigns
Videos varied in tone: emotional storytelling, personal narrative, informational, and policy-focused
Main KPI: Video engagement (watch rate), used as a proxy for message resonance and audience interest
Creative matched campaign intent (e.g., “It’s Personal 3D” for emotionally driven messaging; “100% Recyclable” for policy angles)

Key Outcomes

100% of budget deployed within 30 days, with full optimization against top-performing audiences
20,000 impressions delivered to government buildings, supervisors’ offices, and legislative complexes
Identified strongest video-audience pairings by comparing watch rates across campaign segments
Delivered weekly engagement reports with heatmaps and audience engagement breakdowns
Helped client refine long-term audience targeting strategy for future policy initiatives
We continue to work with this client and have been for over 8 months

Why This Campaign Worked

Granular Strategy, Executed at Speed: Built six campaigns from scratch in under 72 hours from raw spreadsheets and creative notes
Audience Intelligence Built In: Gave WLP the insights they needed—which messages resonated with which policymakers—via performance data
Trusted Political Partner: WLP awarded Propellant Media their entire paid media portfolio following this campaign, based on 3+ years of consistent delivery, speed, and strategic value

Over-the-top (OTT) advertising and connected TV advertising are becoming an increasingly important part of the marketing mix as more and more people shift their attention away from traditional television and towards streaming services. Programmatic OTT advertising allows brands to reach…

Marketing Mix For Nursing Recruitment Campaign

Results Of The Geofencing Marketing Nursing Recruitment Campaign

What We Implemented

Results of the Campaign

Overall Impact To Recruitment Efforts For The Airforce

What We Were Tasked With

What We Implemented

Results & Impact

What The Client Requested From Our Team?

Actual Tactics We Deployed

Results of the Campaign

Strategic Challenge

Our Strategy Developed For California Strawberry Commission

Audience Activation Strategy

Creative Strategy We Leveraged

Key Outcomes

Why This Campaign Worked

The Marketing Challenge

Solution

Geofencing Marketing Brings Huge Lift In Leads & Air Cover To Roofing Sales Team