Geofencing Advertising Archives

Turning Data into Dollars

How Propellant Media Helped Broadminded Media Scale with Digital Advertising

BroadMinded Media, a full-service advertising agency based in San Antonio, Texas, was transitioning into the digital advertising space. Owned by Debbie Johnson and Allen Carlisle, the agency needed a partner with deep expertise in digital strategies to complement its traditional media strengths. Enter Propellant Media, which became Broadminded Media’s white-label digital strategist, joining client-facing meetings and providing tailored digital advertising solutions.

Key Challenge: Broadminded Media struggled with scaling their digital advertising capabilities efficiently without the overhead of building an in-house team. They needed strategic expertise, advanced technology access, and campaign optimization to compete in the evolving digital landscape.

Over the course of more than five years, Propellant Media has acted as an extension of Broadminded Media’s team, offering expertise in geofencing, programmatic display, and residential geo-fencing. This partnership has allowed Broadminded Media to expand its digital offerings without the overhead of hiring an in-house team.

Process

Propellant Media’s approach to digital advertising with Broadminded Media includes:

Thorough Needs Assessment: Understanding each client’s goals, target audience, and desired outcomes to create customized strategies.
Tailored Strategies: Developing campaigns based on audience behavior, both online and offline, to ensure maximum relevance and engagement.
Diverse Tactics: Implementing advanced tactics such as geofencing, programmatic display, and residential geo-fencing to reach precise audiences.
Budget Alignment: Making budget recommendations that are aligned with campaign goals, ensuring cost-effective ad spend.
Direct Client Interaction: Acting as a white-label partner, Propellant Media often participates in client-facing meetings, providing strategic insights and support.

Key Deliverables

Enterprise-Level Access: Providing Broadminded Media with access to demand-side platforms (DSPs) at lower buy-in rates.
Expertise Without Overhead: Delivering high-level digital advertising expertise without the costs associated with hiring an in-house team.
Data-Driven Campaigns: Utilizing detailed analytics to optimize campaign performance continually.
Client-Centric Focus: Prioritizing the client’s bottom line, not just campaign metrics, to drive business growth.

Outcome

Propellant Media’s collaboration with Broadminded Media has yielded significant benefits:

Expanded Service Offerings: Broadminded Media has successfully integrated digital advertising into its service lineup, enhancing client value.
Consistent Performance: Reliable campaign outcomes have built strong client trust and long-term relationships.
Revenue Growth: The partnership has allowed Broadminded Media to generate additional revenue streams through digital advertising services.
Proactive Problem-Solving: Propellant Media has demonstrated the ability to navigate challenging campaign periods with innovative solutions.

Broader Impact

Beyond quantitative metrics, the partnership has:

Fostered a culture of trust, collaboration, and continuous learning.
Enhanced Broadminded Media’s reputation as a comprehensive, forward-thinking agency.
Provided ongoing support and education, allowing the agency to “earn while they learn” in the digital space.
Created a fun yet professional working relationship focused on shared success.

Conclusion

Ultimately, the partnership between Broadminded Media and Propellant Media showcases the power of collaboration in digital advertising. Through tailored strategies, transparent communication, and a shared commitment to client success, Propellant Media has become an indispensable part of Broadminded Media’s growth journey, setting a benchmark for agency partnerships in the digital age.

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.

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.

Local Hotel Casino Leverages Geofencing & Paid Search To Drive $75 Cost Per Leads

Golden Nugget, a client for 2 years standing, is a renowned casino and hotel in Nevada, sought to enhance its digital marketing efforts to attract a diverse clientele to its casino, hotel, and in-house restaurant, Rush Lounge. Initially expressing interest in geofencing marketing.

Opportunity For The Golden Nugget

Propellant Media was tasked with:

Increasing foot traffic to the casino and Rush Lounge.
Boosting hotel bookings to enhance occupancy rates and revenue.
Maximizing (ROAS) to ensure marketing investments yielded substantial returns.

Action Plan For Golden Nugget

To achieve these goals, Propellant Media implemented a robust omnichannel digital marketing strategy:

Google Ads Campaigns: Conducted extensive keyword research to identify terms related to casino gaming, luxury accommodations, and dining experiences, capturing potential customers actively searching for such tourist related inquiries.

Programmatic Advertising: Crafted engaging audio ads to reach audiences on podcast and audio based platforms, enhancing brand awareness and recall. Designed visually compelling display ads strategically placed across websites and apps to capture attention and drive traffic.

Geofencing Marketing: Implemented geofencing tactics to define specific geographic boundaries, such as nearby tourist attractions and competitor hotel and food locations, to deliver tailored ads to potential customers within these zones, enticing them to visit Golden Nugget.
Site Retargeting: Developed retargeting campaigns to re-engage previous website visitors with customized ads, encouraging them to return and complete bookings or visit the casino and Rush Lounge.

Impact On The Golden Nugget

The implementation of this comprehensive digital marketing strategy yielded significant outcomes:

Programmatic Campaigns: Achieved an average cost of $35 per walk-in visitor, indicating efficient use of the advertising budget to drive foot traffic.

Google Ads: Realized an average cost of $86 per hotel booking.
With an average booking value of $700 – $800, this translated to a Return on Ad Spend (ROAS) of 8.14, demonstrating a highly profitable campaign.

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.

Retional Airport Leverages Geofencing & Programmatic Advertising To Increase Tourists Engagement

Meridian Regional Airport, located in Mississippi, sought to enhance its brand visibility and market exposure to attract both business and leisure travelers. Despite offering convenient travel options, MEI faced competition from larger airports in neighboring cities and needed to better communicate the advantages of flying locally instead of driving to a distant hub. The key challenge was ensuring that potential travelers in the region were aware of MEI as a viable, efficient, and cost-effective travel option.

MEI decided in partnership with United Airport to develop a campaign driving travelers to both United Airlines and the airport. Traditional advertising methods had limited success in driving measurable engagement and conversions. MEI recognized that a comprehensive digital approach was needed to ensure their message reached the right audience, at the right time, across multiple platforms where travelers actively consume content.

Tasks & Action Items For Propellant Media + MEI

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

Expand audience reach among both business and leisure travelers.
Generate high engagement rates with video and display banner ads.
Encourage direct action by increasing airport visits and bookings.
Measure the effectiveness of the campaign by tracking conversions, including online interactions and in-person visits to the airport.

Given MEI’s need for high-impact, measurable marketing, we structured a campaign that integrated multi-channel digital advertising, audience curation, and advanced geo-targeting techniques.

Media Plan MEI Implemented

To achieve maximum impact, we implemented an integrated digital marketing strategy that combined:

Geo-Fencing Marketing

- - Created virtual perimeters around strategic locations to deliver targeted ads to potential travelers.
  - Focused on competing airports, travel hubs, hotels, corporate offices, and business districts to reach high-intent audiences.
  - Ensured that users within these zones were served display and video ads promoting MEI’s travel convenience and benefits.
- Audience Curation & Data Segmentation
  - Developed precise business and leisure traveler segments using behavioral and demographic data.
  - Leveraged third-party travel intent data to reach individuals actively planning trips.
  - Tailored ad messaging based on user travel preferences, search behavior, and past engagements with airline services.

OTT/CTV Advertising

- Delivered high-impact pre-roll and mid-roll video ads across premium streaming platforms, including Hulu, Roku, and YouTube TV.
- Ensured visibility on travel-related content, positioning MEI in front of an engaged audience planning trips.
- Used cross-device targeting to reach viewers on mobile, desktop, and smart TVs.

The team utilize the sample creative ads here:

https://www.loom.com/share/b028a0ba8b924ca794183b2cacaa8675?sid=88894148-2511-4ba5-950f-73a3acff710a

Pre-Roll Video Ads

- - Produced a compelling video ad highlighting MEI’s benefits, easy access, and superior customer experience.
  - Ran video ads on digital video platforms, including news websites, travel blogs, and social media networks.
  - Optimized video length and messaging for maximum retention and brand recall.

Display Banner Ads & Site Retargeting

- Served high-impact display ads across Google’s Display Network and programmatic platforms.
- Implemented site retargeting to re-engage users who visited MEI’s website but did not book a flight.
- Designed visually engaging ad creatives that emphasized ease of travel, cost-effectiveness, and reduced travel time.
Conversion Zone Tracking
- Established a conversion zone around Meridian Regional Airport to track individuals who saw or clicked on an ad and then physically visited the airport.
- Used location-based attribution modeling to measure how digital impressions directly translated into in-person airport visits.
- Provided real-time analytics to optimize campaign performance and improve ROI.

Results of The Campaign

The data-driven, multi-channel campaign delivered exceptional results, significantly exceeding industry benchmarks:

Video Ad Performance

Impressions: 731,253
Clicks: 1,212
Click-Through Rate (CTR): 0.17% (70% above industry average)
Walk-Ins (Users Who Saw/Clicked on Ads & Visited the Airport): 186
Overall Video Watch Rate: 92% (indicating strong audience retention and engagement)

Display Banner Ad Performance

Impressions: 110,724
Clicks: 126
Click-Through Rate (CTR): 0.11%
Walk-Ins: 25

Key Takeaways from Conversion Zone Tracking (Foot Traffic Monitoring)

Users who were served ads were significantly more likely to visit MEI than those who were not exposed to the campaign. Geo-fencing ensured that MEI’s messaging was delivered to high-intent travelers in competitor airport locations. The campaign successfully influenced travelers’ decisions, demonstrating the power of multi-channel digital marketing.

Through an integrated approach leveraging geo-fencing, audience segmentation, OTT/CTV advertising, pre-roll video, and conversion tracking, MEI significantly increased its brand awareness and engagement among business and leisure travelers. The measurable impact on airport visits proves that a well-executed digital marketing campaign can drive real-world actions. Expanding geo-fencing efforts to additional high-traffic travel zones. Increasing investment in OTT/CTV advertising, which had the highest audience engagement. Enhancing creative strategies to further improve ad engagement and conversion rates.

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.

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Table Of Contents

Geo-Fencing

What Is It?
What It Is Not.

Competitive Conquesting
Customer Loyalty Efforts
Marketing M...

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Geofencing marketing isn’t new, but in 2025, it’s evolved into a sophisticated, real-time targeting tool that savvy marketers can’t afford to ignore. With advancements in GPS accuracy, 5G connectivity, and AI-driven analytics, geofencing has become an essential part of digital…