Government Archives - Propellant Media

Government public health departments face the critical challenge of educating diverse communities, driving meaningful behavior change, and promoting essential health initiatives—all while navigating tight budgets, regulatory requirements, and shifting public sentiment. In this environment, programmatic advertising has emerged as a…

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In the age of attention scarcity, video has emerged as the most effective way to educate, engage, and move communities to action. For government health departments, YouTube offers a rare opportunity: unmatched reach, emotional resonance, and precise audience targeting all…

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Government public health departments are tasked with a critical mission: driving awareness, changing behavior, and improving health outcomes—all while managing tight budgets and reaching diverse, fragmented audiences. To meet these objectives effectively, a full-funnel digital strategy is no longer optional;…

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Government public health departments face increasing difficulty in reaching diverse and dispersed populations. Traditional broadcast channels are no longer the default. A growing number of Americans—especially younger generations, multicultural households, and rural communities—consume content through streaming platforms, bypassing linear TV…

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Location-based marketing is a powerful yet underutilized strategy in public health. For government agencies, geofencing provides a unique opportunity to deliver precise, timely, and relevant messaging directly to local communities. Whether promoting flu vaccines, health screenings, or behavioral health services,…

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Effective public health communication is not one-size-fits-all. For government health departments tasked with promoting wellness and preventing disease across diverse populations, generalized messaging often misses the mark. The solution? Data-driven audience segmentation. By leveraging a mix of demographic, behavioral, and…

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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.

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.

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.

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.

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