Facebook/IG Advertising Archives

Government Public Health Institution Leverages Geofencing & Omnichannel Marketing To Drive Visibility

Propellant Media was engaged by CBG Strategies, LLC to support the Alabama Department of Public Health in increasing COVID-19 vaccination rates among African-American communities statewide. The campaign aimed to address vaccine hesitancy, misinformation, and access barriers by delivering tailored messaging that resonated with different regions and demographics within the state.

Strategy & Execution:

Given the complexity of the campaign, we designed a highly targeted, region-specific approach using multiple digital channels, leveraging community influencers, medical experts, and trusted local voices to increase credibility and engagement.

Media Planning & Implementation: Developed a comprehensive advertising strategy tailored to four different regions and three major metro areas in Alabama, ensuring localized messaging and precise audience targeting.
Advisory on Content & Landing Page Development: Provided strategic guidance on ad creative, messaging, and the campaign’s landing page experience to ensure clarity, accessibility, and persuasive calls to action.
YouTube Video Advertising: Deployed a series of video ads featuring local medical professionals, faith leaders, and community influencers, addressing concerns and encouraging vaccinations through personal storytelling.
Digital Display & Video Advertising: Utilized programmatic display and video ads to reach key audiences with educational content about vaccine safety, effectiveness, and availability.
OTT & Connected TV (CTV): Delivered long-form video messaging through streaming platforms like Hulu, Roku, and Amazon Fire TV, ensuring engagement with audiences less active on traditional social media.
Addressable Geofencing Technology: Implemented highly targeted geofencing campaigns, reaching over 300,000 African-American residents by serving ads to their mobile devices based on home and community locations.
Localized Messaging by Region: Each metro area and region received a customized combination of advertising, integrating local influencers, trusted medical professionals, and regional celebrities to increase credibility and cultural relevance.

Results & Impact:

This multi-layered, data-driven approach allowed for deep penetration into Alabama’s African-American communities, delivering high engagement and measurable impact on vaccine awareness and adoption.

300,000+ Alabama African-American residents targeted with hyper-relevant messaging via addressable geofencing.
Localized influencer strategy ensured that each metro and region received tailored messaging from trusted community figures.
Increased engagement across digital platforms, with high interaction rates on YouTube, display, and OTT/CTV placements.
Community-driven messaging strengthened credibility, addressing vaccine hesitancy through faith leaders, doctors, and local advocates.

By leveraging a regionally customized, multi-channel advertising strategy, Propellant Media helped drive COVID-19 vaccination awareness and education among Alabama’s African-American communities. This campaign underscores the power of localized digital outreach, influencer engagement, and advanced geotargeting in addressing public health challenges.

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

West Coast University Leverages Geofencing & Meta To Drive Healthcare Student Leads

Southern California University of Health Sciences (SCUHS) is a private, nonprofit institution located in Whittier, California. With a long-standing reputation in integrative health, chiropractic, acupuncture, and now nursing, SCU is committed to educating the next generation of health professionals grounded in science, compassion, and whole-body wellness. As the university expanded its Bachelor of Science in Nursing (BSN) program, they needed a highly targeted digital campaign to identify and convert lifestyle-aligned prospects in a competitive Southern California market.

The Challenge

SCU’s BSN program offers a unique educational experience that blends clinical rigor with a holistic health foundation. Their challenge: reach and convert prospective students whose lifestyle, values, and academic interests aligned with this distinctive approach. Rather than broad outreach, the university needed a precision-focused campaign that would deliver quality over quantity—reaching future nurses who valued wellness, movement, balance, and purpose-driven careers.

The Strategy

Propellant Media developed a multi-channel, full-funnel campaign centered around geofencing, Meta (Facebook/Instagram) ads, and site retargeting. This approach was designed to create a 360-degree engagement loop—from physical location behavior to digital re-engagement—optimized specifically for SCU’s prospective nursing students.

Key Tactics We Executed

Geofencing Over 20 Yoga & Wellness Studios

We geofenced 20+ yoga studios and holistic wellness centers across Southern California. These locations were selected based on their relevance to SCU’s ideal student persona—individuals engaged in self-care, health, and holistic lifestyles. Mobile device data from these physical visits was used to serve follow-up digital ads, creating a localized and highly intentional awareness strategy.

Third-Party Behavioral Targeting

To complement location data, we leveraged third-party audience segments including:

Yoga & holistic health enthusiasts
Individuals exploring nursing degrees or health sciences
Users researching wellness careers or holistic living
Women aged 22–38 with patterns matching allied health program seekers

Meta (Facebook & Instagram) Geofencing + Retargeting

We ran a parallel Meta campaign targeting users who had been to geofenced locations. In addition, we launched a Meta site retargeting strategy, serving remarketing ads to users who visited SCU’s nursing program landing page but didn’t yet convert. These users saw program-specific creative, testimonials, and calls to action related to enrollment deadlines and info sessions.

Site Retargeting (Programmatic Display)

All traffic to the nursing program’s landing pages was captured and re-engaged using animated and static display ads, reminding prospective students to revisit, download brochures, or schedule a virtual consultation.

Ad Messaging Examples

“Your Path to a Holistic Nursing Career Starts Here”
“Train to Heal, Lead, and Grow—The SCU BSN Program Is Accepting Applications”
“Nursing Meets Wellness—See How SCU Is Changing the Future of Care”

Results
The results of the 8-week campaign showed strong top- and bottom-funnel performance across channels:

Channel	Tactic	Results
Programmatic Display	Geofencing + Behavioral	494,118 impressions, 409 clicks, strong on-site engagement
Meta (Facebook/Instagram)	Geofencing + Site Retargeting	30+ qualified leads generated for the BSN program
Cross-Platform Retargeting	Site Visitors	Increased time on page, return visits, and application start behavior noted by SCU team

Through a smart blend of geofencing, behavioral targeting, and retargeting across both programmatic and Meta platforms, Propellant Media helped SCU connect with high-fit nursing prospects in a deeply relevant and cost-effective way. The combination of physical location data and digital behavior created a full-funnel campaign that didn’t just drive leads—it attracted students who were culturally and academically aligned with SCU’s mission. This campaign now serves as a model for future holistic health program promotions across the university’s portfolio.

Higher Education Nursing Program Leverages Meta Advertising To Produce $10 Cost Per Student Leads

The University of Arizona College of Nursing is a nationally recognized institution known for its innovative, research-driven curriculum and commitment to excellence in healthcare education. Offering programs ranging from BSN and MSN degrees to Doctor of Nursing Practice (DNP) and PhD pathways, the school prepares students for leadership roles in nursing and healthcare.

However, the program was facing significant challenges in student recruitment due to underperforming digital campaigns managed by their previous agency. The client expressed frustration over:

Low lead volume and high cost-per-lead (CPL) from past campaigns.
Lack of transparency and communication from the prior agency.
Ineffective ad placements and audience targeting, leading to wasted ad spend.

Seeking a fresh and strategic approach, the University of Arizona Nursing Program turned to Propellant Media for help in executing a highly targeted digital campaign that would generate qualified prospective student leads at scale.

Propellant Media was given the challenge of:

Rebuilding the digital marketing strategy from the ground up, focusing on a combination of geofencing, Facebook, and Instagram advertising.
Targeting prospective nursing students across different career stages—ranging from recent high school graduates to professionals looking to advance their careers.
Optimizing ad spend to maximize lead volume while maintaining a cost-effective CPL.
Creating compelling ad creatives and messaging tailored to different audience segments.

Given the competitive nature of nursing programs nationwide, we needed to stand out in the digital space while ensuring that the campaign would deliver high-quality, engaged leads ready to explore the University of Arizona’s nursing programs.

The Tactics We Deployed

To achieve these goals, Propellant Media developed a multi-channel digital strategy, combining geofencing, social media advertising, and advanced audience segmentation.

1. Geofencing Strategy: Precision Targeting at Key Locations

We deployed advanced geofencing technology to pinpoint and engage potential students based on their real-world behaviors and locations. This included:

Geofencing Hospitals & Healthcare Facilities – Targeting working nurses and healthcare professionals who might be considering career advancement through BSN, MSN, or DNP programs.
Geofencing Community Colleges – Capturing interest from students currently pursuing associate degrees in nursing (ADN) and looking to transfer into BSN programs.
Geofencing Competitor Nursing Schools – Identifying potential students considering alternative programs and presenting University of Arizona as the best option.

2. Facebook & Instagram Advertising: Hyper-Targeted Social Campaigns

To maximize visibility and engagement, we launched a data-driven paid social strategy on Facebook and Instagram, focusing on:

Custom Audience Segments – We built precise audience segments including:
- High school seniors exploring nursing as a career.
- Healthcare professionals seeking advanced nursing degrees.
- Working adults interested in online and flexible nursing programs.
Lookalike Audiences – We leveraged existing student data to create lookalike audiences and expand the reach to individuals with similar interests and behaviors.
Engaging Creatives & Messaging – We tested multiple ad variations highlighting:
- Arizona’s world-class nursing faculty and career outcomes.
- The flexibility of online and hybrid degree programs.
- The growing demand for nurses nationwide, making nursing an in-demand career path.
Landing Page Optimization – We streamlined the lead capture process, ensuring that prospective students could easily submit inquiries without friction.

3. Real-Time Campaign Optimization: Maximizing Performance

Throughout the campaign, we closely monitored key performance indicators (KPIs) and made real-time optimizations to:

Reallocate budgets to the best-performing audiences.
Adjust messaging based on engagement data.
Eliminate underperforming ad placements to improve cost-efficiency.

Results From The Campaign

In just two weeks, the campaign delivered:

87 high-quality leads from prospective students.
Cost-per-lead (CPL) of just $6.00 – $9.00 – a significant improvement over previous campaigns.
Increased engagement across Facebook & Instagram, with higher click-through rates (CTR) and lower bounce rates compared to past efforts.

By combining precision geofencing with hyper-targeted social media advertising, we helped the University of Arizona College of Nursing dramatically improve lead generation efficiency while ensuring they were reaching the right audience—individuals genuinely interested in pursuing a career in nursing.

The University of Arizona Nursing Program’s partnership with Propellant Media marked a turning point in their digital marketing strategy. By leveraging geofencing and social media advertising, we helped the client:

Rebuild trust in digital marketing after frustrations with their previous agency.
Enhance student recruitment efforts through advanced targeting strategies.
Establish a scalable framework for future digital advertising campaigns.

This successful launch is just the beginning, as Propellant Media continues to refine and expand the campaign, ensuring that the University of Arizona Nursing Program continues to attract high-quality nursing candidates and strengthen its position as a leader in nursing education.

The travel and hospitality industry isn’t what it used to be—and that’s a good thing. The days of traditional travel agents and printed brochures are fading into vacation nostalgia. In their place is a new wave of digital marketing strategies…

TitanX, a B2B software firm specializing in sales acceleration technologies such as AI-driven cold calling, power dialers, and CRM integrations, had built its foundation through aggressive outbound sales. The CEO—an accomplished leader with deep expertise in outbound—recognized a pivotal inflection point: outbound alone could no longer sustain the brand’s growth ambitions.

TitanX needed to build pipeline more predictably, diversify its acquisition strategy, and evolve with buyer behavior. The next strategic move was clear—launch a modern, performance-driven inbound marketing engine.

What Propellant Media Was Tasked With

Propellant Media was engaged to architect and implement TitanX.IO’s first-ever inbound marketing plan. Our mandate was comprehensive:

Develop a digital media strategy to capture high-intent prospects.
Craft messaging that resonated with decision-makers across sales organizations.
Build a multi-channel digital ecosystem optimized for conversions.
Reduce the company’s reliance on outbound channels while maintaining lead quality and volume.

The Media Plan We Developed & Executed

We executed a full-funnel inbound strategy with meticulous attention to message-market fit, audience segmentation, and media allocation. Here’s how we tackled the challenge:

Keyword & Intent Strategy

We conducted deep keyword research focused on high-commercial-intent terms relevant to TitanX’s offerings and audience, including:

AI Cold Calling Software
CRM Solutions for B2B Sales
Sales Power Dialer
Sales Enablement Tools for Tech Companies
Cold Outreach Automation

Audience & Persona Development

We zeroed in on core buying personas, particularly VPs of Sales, Revenue Operations Leaders, and Directors of Business Development at mid-market to enterprise SaaS companies. Using TitanX’s existing customer base, we developed lookalike audiences and refined targeting layers by industry vertical, company size, and job title.

Media Channel Activation

We launched a multi-platform campaign stack to maximize reach and capture demand at each stage of the funnel:

Google Ads (Search & Display) for high-intent capture.
Meta (Facebook/Instagram) to retarget and educate stakeholders within the buying committee.
LinkedIn Ads targeting decision-makers based on role, industry, and company size.
YouTube Ads to build awareness and engagement with visual storytelling.
Site Retargeting to re-engage warm traffic and improve conversion rates.

4. Creative & Conversion Consulting

Propellant Media collaborated with TitanX to enhance ad messaging and landing page UX. Our goal was to ensure conversion paths aligned with user intent. We introduced social proof, simplified lead capture forms, and clarified value propositions across critical landing pages.

Results Of The Campaign

The impact was immediate and measurable—TitanX.IO’s pivot to inbound became a force multiplier for their sales engine.

These results validated the strategic shift from a purely outbound model to a scalable inbound + outbound hybrid. Notably, two opportunities generated from our campaigns entered late-stage negotiations with projected multiple six-figure annual recurring revenue (ARR) implications—underscoring the quality of leads and the strength of our full-funnel strategy.

TitanX.IO’s journey underscores a powerful evolution: from an outbound-driven mindset to a hybrid growth model driven by inbound precision. Through Propellant Media’s performance marketing strategy, TitanX not only scaled lead generation but also unlocked high-value opportunities that aligned with long-term revenue objectives.

This case exemplifies how SaaS brands rooted in outbound can effectively transition to inbound with the right strategy, partners, and execution.

The Challenge For A National Brand Expanding Awareness

USA Water Polo, despite being a nationally recognized sport is not as recognized for recreational purposes. Many kids and teenagers enjoying the sport of competitive swimming, but water polo as a sport pales in comparison other sports more recognized by Olympics and other national sports committees.

USA Water Polo knew they had a task on their hands with limited budget to achieve 3 things:

Reach youngsters who already have a passion for swimming to learn more about water polo
Get people to join the organization and even give back to the non profit
Get more eye balls watching water polo events throughout the county

After hearing about geofencing marketing and knowing they were not getting enough out of the Google Grant, the director of marketing wanted to deploy more sophisticated strategies to grow the brand 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 USA Water Polo Campaign

The team at Propellant Media developed a comprehensive strategy of geofencing (YMCA’s and other locations people frequent for swimming), site retargeting, google ads (grant), pre roll video, OTT/CTV Advertising, and facebook/instagram advertising.

Geofencing Marketing – Our team built geo-fences around YMCA’s. We did do this across the enter USA, but instead key cities that they truly wanted to raise their profile in including Texas and Florida.
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 4 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.
Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
- water polo
- polo olympics
- water polo membership
- open pools near me
- public pools near me
Facebook/Instagram (New Tactic) – 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. This campaign improved the overall effectiveness of the existing geofencing marketing campaign.

Results Of Geofencing & Google Ads Grant For

Below is the summary of actual results we produced for USA Water Polo. They continued to get more eyeballs reaching their target audience, but more importantly we achieved macro conversion metrics desired by the organization including:

Conversions – Over 400 people who expressed an interest in joining the organization
Over 22 people who chose to give back to the organization
Over 3,000 clicks solely from the Meta campaign.

USA Water Polo continues to be a client with Propellant Media.

The Challenge For Medical Marketing Recruitment

A large hospital system on the west coast was looking to recruit more nurses including CNA’s, Traveling Nurses, and RN’s. They haven’t ran 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.

Marketing Mix For Nursing Recruitment Campaign

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 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 (New Tactic) – 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

This Hospital System in Denver, CO 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 position were steadily filled up as a result of the omnichannel marketing and geofencing advertising campaign.