You may have heard of Google Ads and Microsoft’s Bing Ads when it comes to paid search advertising. With the right strategies in place, both Google Ads and Bing Ads can help businesses increase their visibility online. However, if you’ve…
-->

What is Geofencing Marketing: 32 Companies That Are Locat...

Finding geofencing companies and geofencing advertising companies that can white label their geo-fencing services can be difficult.  Some require you to hav...

What Is Geofencing And How Does It Work?….Location Based ...

In order to understand geofencing, it is essential to understand what is a geofence. A geofence is a virtual perimeter for a real-world geographic area. A ge...

What Is Connected OTT Programmatic Advertising?…The...

As SMB’s and corporations work to locate and adopt new digital advertising platforms, Over The Top TV (OTT Advertising) and Connected TV Advertising is...

The Easiest Way To Extend Your Google Ads Campaigns To Mi...

You may have heard of Google Ads and Microsoft’s Bing Ads when it comes to paid search advertising. With the right strategies in place, both Google Ads and...

10 Reasons Your Google Ads Suck (& How to Fix!)

Effective advertising can make or break a business in today’s fast-paced mobile-first world. With millions of users relying on Google daily to find pro...

Effective advertising can make or break a business in today’s fast-paced mobile-first world. With millions of users relying on Google daily to find products, services, and answers to their questions, Google Ads has become an indispensable tool for businesses aiming…
Read More
-->

Non Profit USA Water Polo Brings Marketing Awareness Youth & More Viewer

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.

Large Hospital System Fills Up Nursing Positions With Geofencing Marketing & OTT Advertising

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.

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 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.

  • Conversions – 1,466 Application Landing Page Visits: healthcaresource.com 
  • OTT Video Views – 229K
  • YouTube Video Views – 189K
  • $101,170.74 Spend

Key Digital Channel Insight

  • Average Cost Per Conversion (Facebook/IG) – $33
  • Acreage Cost Per Conversion (Google Ads) – $173 (post conversion tracking).  Pre conversion tracking ($120).
  • Despite not tracking conversions via Google, we drove many conversions for CNA Jobs.
  • Top Google Ads keywords include (cna jobs near me, cna jobs, cna jobs denver, lpn jobs near me, cna hiring near me
  • Programmatic Audio & OTT/CTV turned off in October/November due to talent. Branding opportunities we took advantage of.
  • 15 Second Ads performed well on YouTube & OTT/CTV. Continued through the remainder of the campaign.
  • Average 94% Watch Rates For OTT/CTV

Non Profit Civil Rights Museum Achieves Strong Visibility & Ticket Sales With Geofencing & Google Ads

Challenge Raising Awareness To A Brand New Center

National Center for Civil & Human Rights represents an icon of history and story telling to share the true premise of the African American experience and the effect of civil and human rights on America.  Founded in 2014 and located in Atlanta, GA, the center was just in its infancy stages to bring awareness to its center and get people into the doors.  They continue to have a need to drive membership, promote it’s events, and most importantly drive people into its doors.

However, over the last 3 years, there was a strong need to expand it’s digital marketing efforts.  The marketing team originally reached out to Propellant Media for geofencing, but we saw an opportunity with the Google Grant, and other digital tactics to bring exposure to the center.

Strategy & Tactical Execution

Our team helped the civil rights museum apply for the Google Grant which is a $10,000/month advertising credit that only non profits and 501c3’s have access to.  Our team also utilized our advanced site retargeting and geo fencing capabilities to better promote their events and retarget to those who visited museum.  Below are the tactics we devised for the center:

    • Geofencing Marketing – Our team built geo-fences around competitor atlanta attractions.  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 visiting the Center For Civil & Human Rights Museum.
    • 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 their existing use of Meta (Facebook/Instagram).
    • Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
      • museums in atlanta
      • african american museum atlanta
      • martin luther king museum
      • atlanta museums
      • things to see atlanta

What We Achieved With The Center

First, our team was successful in securing the grant for the Center For Civil & Human Rights Museum which they’ve been able to utilize 80% of it month-over-month.  In addition, our geo fencing and site retargeting campaigns helped the art museum secure more fundraising dollars and a heightened awareness of the art museum.

We sold over 3500 tickets last year from the use of the Google Grant.  And from the geofencing marketing, we tracked over 200 walk-ins from people who saw or clicked on the ads and then chose to visit the center.  Please note there is a 30 day rolling window in which we can track those who saw the ads and visited the center.

They have been a client for over 3 years and we continue to engage with the center, including Meta (Facebook/Instagram) Advertising.

 

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF