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.
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.
![]()
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
- YouTube Video Views – 189K
- Average 94% Watch Rates For OTT/CTV
Programmatc pre-roll video advertisements have become the new reality when it comes to advertising your business, whether it’s products or services-oriented. With people spending most of their leisure time watching TV or engaging with entertaining formats of content on different…
