Programmatic Display Archives

Multi-Location Home Decor Retailer Drives 31 Design Center Appointments In Three Weeks With A Three-Tactic Programmatic Chain

A national home decor retailer with locations across the United States and Canada came to Propellant Media through our inbound lead system. The company already ran a mature marketing program built on paid search, social advertising, and local television. It had also attempted programmatic advertising twice before with other partners, and neither attempt produced a result the company could point to.

The engagement described here is a pilot: six store locations in a single Northeast market, with a path to additional locations nationally if the model proves out.

The Challenge

The retailer wanted geofencing. Its stores sit in dense suburban retail corridors with competitors nearby, and location targeting is an intuitive fit for a business that needs people to physically walk through a door and sit down with a designer.

The difficulty with geofencing as a standalone buy is that it is a prospecting tactic. It builds an audience of people who were recently near a store, a competitor, or a relevant point of interest. What it does not do on its own is give that audience a second and third opportunity to act. An audience gets built and then has nowhere to land. That is the most likely explanation for why two earlier programmatic efforts produced nothing measurable.

Our recommendation was not the tactic the client asked for. It was a chain: online and offline targeting feeding a return layer, so that the audience prospecting created had somewhere to go.

What Our Team Was Tasked With

Round out a mature digital program with the one channel the client had never made work, and produce measurable activity at six specific store locations. The tracked outcome was design center appointment requests and inquiries, captured by conversion pixel, with in-store visit measurement to be added as the pilot matures.

Media Plan We Developed

Geofencing: Location targeting built around each store’s trade area and the surrounding retail corridors, serving to devices observed in those polygons.
Audience data segments: Third-party behavioral and in-market segments for home improvement, interior design, and recent movers, run against each store’s geography.
Site retargeting: The return layer. Every visitor produced by the two prospecting tactics, plus organic and paid traffic from the client’s other channels, re-served across the open exchange.
Programmatic video (OLV): Three cuts at :15 and :30 carrying the seasonal promotional message and the brand story.
Static display: Five standard sizes running promotional and evergreen creative in parallel.

Every one of the six stores ran all three targeting tactics in both creative formats. That produced 36 individual line items rather than a single regional buy, which meant each location carried its own budget and could be read on its own rather than disappearing into a market average.

Creative And Format Alignment

Two creative families ran simultaneously: a seasonal promotional set built around a dated offer, and an evergreen brand set. Both were produced in five static sizes and three video cuts so that no targeting tactic was starved of format options and so creative performance could be separated from targeting performance in reporting.

Campaign Results

The figures below cover the first three weeks of delivery, August 7 to August 28, 2026.

Tactic	Impressions	Clicks	CTR	Conversions
Site retargeting	36,673	46	0.125%	19
Audience data segments	312,774	283	0.090%	11
Geofencing	213,151	138	0.065%	1
Total	562,598	467	0.083%	31

How the 562,598 impressions split

Audience data segments 55.6% · Geofencing 37.9% · Site retargeting 6.5%

What The Data Settled

Three weeks is a short window, and we treat it as directional rather than conclusive. But two independent signals in this data point the same direction, which is worth naming.

The first is where the conversions concentrated. Site retargeting carried 6.5% of total impressions and produced 61% of all conversions.

Share of conversions by tactic

Site retargeting		61.3%
Audience data segments		35.5%
Geofencing		3.2%

The second is click-through rate measured against our own programmatic display benchmark of 0.10%. Blended across all three tactics, this campaign ran at 0.083%, below that benchmark. Site retargeting was the only tactic to clear it, at 0.125%.

CTR against our 0.10% programmatic display benchmark

Site retargeting		0.125%
Benchmark		0.100%
Audience data segments		0.090%
Geofencing		0.065%

The wrong conclusion to draw from those two charts is that prospecting failed and the budget should move to retargeting. Site retargeting has no audience to convert without the tactics that build it. What the data actually validates is the chain: geofencing and audience segments create the pool, and the return layer closes it. Read that way, the concentration in retargeting is evidence the structure works, not evidence that two thirds of the plan is waste.

Creative format told a similar story. Static display took a minority of delivery at 210,081 impressions and produced 13 conversions, while video delivered 352,517 impressions and produced 18. Static was the more efficient format per impression in this window, which is now a live question for how the next flight is weighted.

What We Take To The Next Campaign

Never sell location targeting as a standalone tactic. Geofencing fills the top of a funnel. Without a retargeting layer beneath it, the audience it builds has nowhere to land, and the client sees a delivery report instead of a result.
Structure multi-location pilots by location from day one. Six stores running as 36 separate line items cost more to build and maintain than a single regional buy, and it is the only reason store-level performance is legible at three weeks instead of six months.
Agree the value of a customer before the contract is signed. When both sides know what an appointment is worth, early conversion volume becomes a conversation about pacing rather than a debate about whether the channel works.
Instrument in-store visit measurement alongside launch. For a retail pilot, foot traffic is the outcome the business actually cares about, and it should be measurable from the first week of delivery.

Where This Stands

The pilot is ongoing. In its first three weeks it delivered 562,598 impressions across six store geographies and produced 31 design center appointment requests and inquiries for a retailer that had twice tried programmatic and gotten nothing it could measure. The structural question the client brought us — why does this channel not work for us — now has an answer supported by its own data, and the next phase adds in-store visit measurement to complete the picture.

Frequently Asked Questions

Why did geofencing alone not work for this retailer previously?

Because geofencing is a prospecting tactic, not a closing one. It builds an audience of people observed near a store or competitor, but on its own it gives that audience no second or third opportunity to act. In this pilot, geofencing delivered 213,151 impressions and produced one tracked conversion, while the site retargeting layer built on top of that traffic produced 19 from just 36,673 impressions. The tactic is not the problem; running it without a return layer is.

Is a 0.083% click-through rate good for programmatic display?

No. Our programmatic display benchmark is 0.10%, and the blended figure across all three tactics in this window came in below it. We publish that rather than reporting only the tactic that cleared the bar. The more useful read is that CTR and conversion concentration agreed with each other: site retargeting was both the only tactic above benchmark at 0.125% and the source of 61% of conversions, which is a stronger signal than either number alone.

How many conversions should a multi-location retail pilot expect early on?

This pilot produced 31 tracked conversions across six stores in three weeks of delivery. Early volume matters less than whether the structure is legible: because each store ran its own line items, delivery was near even across all six while conversions ranged from two to seven per location. That spread is what gets optimized in month two. A pilot that blends six stores into one regional buy cannot surface it at all.

Why measure appointment requests instead of in-store visits for a retail campaign?

In-store visit measurement is the right primary metric for a six-store retail pilot, and it is being added to this engagement. During the window covered here it was not yet instrumented, so every conversion reported is a design center appointment request or inquiry captured by conversion pixel. We report what was measured rather than estimating foot traffic that was not, and we treat the timing of that instrumentation as a lesson for the next retail launch.

Midwest Health Sciences University Generates 1,418 Graduate Enrollment Leads At $16.58 Cost Per Lead

A public health sciences university in the Midwest trains pharmacists, clinicians, and biomedical researchers across a portfolio of graduate and professional degrees. Its enrollment team competes for two very different kinds of applicants at once: traditional students weighing their next academic step, and working healthcare professionals considering a return to school mid-career.

Propellant Media was awarded the account through a competitive RFP process in June 2025, against a field that included national higher-education marketing specialists. The proposal did not lead with a promise of more leads. It led with full-funnel attribution in a shared dashboard, and a commitment to feed the university’s own back-end enrollment data into forward enrollment forecasting.

The Challenge

Five graduate programs needed to go to market inside a single enrollment cycle, on a single budget that could not be spread thin. The portfolio ranged from an established pharmacy doctorate with years of historical lead data to a brand-new clinical mental health master’s with no baseline at all, plus three specialized research and innovation degrees with genuinely small addressable audiences.

Splitting the budget five ways meant every program had to earn its own share. None could be carried by the others. And the two audiences shared almost nothing — a 22-year-old chemistry major and a 38-year-old hospital clinician do not respond to the same message, the same channel, or the same call to action.

What Our Team Was Tasked With

Build awareness and generate qualified, trackable interest ahead of the fall enrollment cycle across all five programs, reaching both audience tracks, on a $38,000 gross campaign budget across a five-month flight. Propellant handled media strategy, geofencing, audience construction, reporting, and the full creative strategy and production workload.

Media Plan We Developed

Geofencing: Two distinct fence sets per program. Traditional fences covered psychology, biology, and chemistry departments at colleges and universities across the region. Clinical fences covered hospitals, medical centers, and research institutions, reaching working professionals during the workday when a career-advancing degree is genuinely on their mind.
Programmatic Display: Static banner inventory across news, weather, and lifestyle properties, carrying top-of-funnel awareness for each program against geofenced and in-market audiences.
Meta (Facebook & Instagram): Every device identified inside a fence passed into Meta as a dedicated named audience, split by track and by program. Mid-funnel consideration creative held attention; bottom-funnel creative carried an in-platform lead form.
Past-Enrollee Lookalikes: Built from the university’s CRM lists where a program had enough history to support one.
In-Market Data Segments: For newer programs with no lead list to model from, behavioral segments signalling active interest in that specific field of study.
Retargeting: Applied across both programmatic and Meta, closing the loop on anyone who had already engaged.

Creative Strategy And Production

Propellant wrote and produced the entire creative set rather than adapting client-supplied assets. Each program received four dedicated units: two top-of-funnel prospecting ads — one written for traditional students, one for working clinicians — a mid-funnel consideration unit built to hold attention, and a bottom-funnel conversion ad constructed around that program’s own lead form. Twenty units across five programs.

Messaging stayed short and emotionally direct, speaking to where each audience already was rather than opening with a list of program features. Four additional units shipped mid-flight when one program was split into two concentrations.

Campaign Results

Program	Impressions	Clicks	Leads	Cost Per Lead
Pharmacy doctorate	834,919	6,729	532	$9.94
Clinical mental health master’s	735,607	6,299	369	$14.18
Health innovation master’s	484,247	2,828	168	$29.95
Biomedical research PhD/MS	454,909	2,651	215	$18.55
Health data science master’s	385,905	2,306	134	$29.59
Total	2,895,587	20,813	1,418	$16.58 avg.

Leads reflect Facebook and Instagram form submissions only. The university’s website inquiry forms were not trackable back to a specific ad during this cycle, so the true figure is higher than the one shown. Cost per lead reflects Meta spend against Meta-tracked leads.

Share of delivery by program

Pharmacy doctorate 28.8% · Clinical mental health 25.4% · Health innovation 16.7% · Biomedical research 15.7% · Health data science 13.3%

Leads delivered against goal

Biomedical research PhD/MS		430%
Health data science master’s		268%
Pharmacy doctorate		152%
Health innovation master’s		112%

The clinical mental health master’s is not plotted. As a brand-new program it had no prior-year volume to set a lead goal from; its 369 leads stand on their own.

What The Data Settled

Geofencing outperformed the client’s own CRM list. Half of all 1,418 leads — 712 completed forms — came from audiences first identified at a physical location and then worked through Meta to a submitted form. On the pharmacy doctorate the geofenced audiences returned 300 of 532 leads, or 56%, finishing ahead of both the past-enrollee lookalikes built from the university’s CRM and site retargeting.

The smallest budgets produced the biggest overshoots. The biomedical research PhD/MS cleared its goal by 430% and the health data science master’s by 268%, both on the smallest allocations in the set. That is a signal of real, previously untapped demand for specialized degrees once the targeting actually finds the right people.

A performance dip was a creative problem, not a media problem. When the health innovation master’s softened a few weeks in, the diagnosis was one generic message serving two distinct concentrations. Splitting the creative into two concentration-specific tracks fixed it, and the original general ad was retired once the new versions were live and performing.

In-state geofences did the heavy lifting. The university’s home state drove the largest share of both impressions and leads, and in three of the five programs, leads generated in-state cost less than the program’s overall average — exactly what a regional institution should want to see.

What We Take To The Next Campaign

Geofence the building, not the city. Clinical and campus fences fed Meta a warmer audience than a CRM lookalike did. The precision of the fence, not the size of the geography, drove the result.
Run an audience health check at three to four weeks. The mid-flight concentration split worked, but a scheduled early checkpoint on every program would have caught the mismatch sooner.
Fix attribution before scaling spend. With only in-platform form submissions trackable, 1,418 is a floor rather than a ceiling. Conversion tracking on the university’s own inquiry forms is the first item of the next scope.
Fund the overperformers. Programs that cleared their goals by 2.5x to 4x on the smallest budgets are the clearest candidates for incremental investment next cycle.

The Outcome

Every program with a lead goal cleared it, and the fifth — brand new, with no baseline to measure against — delivered 369 leads on its own terms. The engagement has since been renewed and expanded, growing from five programs to a planned eight or nine across the next two enrollment cycles, with website conversion tracking leading the new scope.

The relationship ran on a biweekly cadence with the full enrollment team rather than a monthly report drop. Across the entire cycle there was never a reset call — no point at which the work had to be re-explained or restarted. That, as much as the cost per lead, is what the renewal was built on.

Frequently Asked Questions

What is a good cost per lead for graduate program enrollment marketing?

This campaign averaged $16.58 per lead across five graduate programs, with the strongest program at $9.94 and the most specialized at $29.95. For graduate and professional healthcare degrees, anything under roughly $60 to $70 per lead is generally a healthy outcome, so this set performed well. The wider point is that cost per lead should always be read alongside volume and audience size — a highly specialized research degree with a small addressable audience will cost more per lead than a pharmacy doctorate, and that is a function of the market rather than a failure of the campaign.

Does geofencing actually generate enrollment leads, or just awareness?

It generates leads when the geofenced audience is carried forward rather than abandoned after a single impression. In this campaign, 712 of 1,418 completed lead forms — a full 50% — came from audiences first identified inside a geofence. The mechanism matters: devices identified at target campuses, hospitals, and research institutions were passed into Meta as dedicated named audiences per program, then worked through consideration and conversion creative until the person submitted a form. Geofencing on its own builds awareness. Geofencing feeding a social retargeting funnel builds a pipeline.

How do you market a brand-new degree program with no historical data?

You replace historical lead data with behavioral and physical intent signals, and you resist setting a fabricated goal. The new clinical mental health master’s in this campaign had no prior-year lead volume, so no meaningful lead goal could be set for it. Instead of inventing one, the program was targeted through in-market data segments signalling active interest in the field and through clinical geofences reaching people already working in adjacent roles. It delivered 369 leads at $14.18 — the second-highest volume in the set — measured against applicant and enrollment goals rather than a made-up lead target.

Why does website conversion tracking matter for enrollment campaigns?

Without it, you can only count the leads that happen inside the ad platform, which understates the campaign. In this cycle only Facebook and Instagram form submissions were attributable, meaning any prospective student who clicked an ad, visited a program page, and submitted an inquiry through the site was invisible to reporting. The 1,418 figure is therefore a floor rather than a total. Adding conversion tracking to institutional inquiry forms lets you attribute website leads to the specific ad and audience that produced them, and eventually to report cost per enrolled student rather than only cost per lead.

Arizona Statewide Primary Campaign Launches Five Channels in Five Weeks to Deliver 9.1M Impressions

A statewide primary campaign in Arizona came to our team with a compressed window, a four-way race, and opponents holding both the name recognition and the money. The campaign needed to be visible everywhere a primary voter looked — television, phone, desktop and the road — with roughly five weeks left on the calendar.

Name recognition was the core problem, and there was not enough time left to build it the slow way. A better-funded field was already on air. Concentrating the budget into one or two channels would only have bought more depth in the places the campaign was already losing. The brief came down to two things: saturation and speed.

What Our Team Was Tasked With

The objective was to put a low-recognition candidate in front of primary voters across every screen and surface they encountered, and to move fast enough that the media had time to work before ballots were returned. The campaign carried a $200,000 budget across a June 18 – July 21, 2026 flight — about five weeks, or roughly $40,000 per week — and had to hold statewide reach without giving up weight in Maricopa County, where the bulk of the primary electorate lives.

Media Plan We Developed

We launched five tactics inside the same window rather than phasing them in, building 10 line items across four creative formats:

Online Video: The message carrier and the largest share of delivery at 46.9%. Four cuts ran at :15, :30 and :60 against third-party audience segments.
Programmatic Display: Six static sizes built to generate clicks, running dual-geo against third-party audience segments.
DOOH: Physical presence in the corridors voters drive, across general, premium and zip-code inventory in three creative ratios.
OTT / CTV: Television-screen reach against third-party audience segments, carrying the long-form message.
Native: Keyword search and contextual retargeting — a second, intent-based route to the same voter, with with-disclaimer variants built in from the start so compliance never held up a launch.

Dual-geo structure. Every major tactic ran a parallel All-Arizona line and a Maricopa County line. That let us weight budget toward the population center without giving up statewide reach, and it kept the whole thing to one campaign build instead of two.

Format laddering. Each channel was assigned the job it is actually good at. OTT and online video carried the message, static display and native carried the clicks, and DOOH carried physical presence. Creative depth was built in every format up front — six static sizes, four video cuts, three DOOH ratios — so nothing waited on production once the flight opened.

Campaign Results

The campaign delivered 9,105,990 impressions in five weeks across five tactics, at a blended CPM of roughly $22.

Channel	Impressions	Clicks	CTR	Video Completion
Programmatic display	1,819,279	3,349	0.18%	—
Native	366,012	558	0.15%	—
Online video	4,271,480	1,544	0.04%	72.29%
OTT / CTV	1,244,715	—	—	98.02%
DOOH	1,404,504	—	—	—
Total	9,105,990	5,463	—	78.37%

How the 9.1M impressions splitShare of delivery

Online video 46.9%Display 20.0%DOOH 15.4%OTT / CTV 13.7%Native 4.0%

CTR is reported only on the channels built to generate clicks. Video, OTT and DOOH are reach and completion formats.

Total Impressions: 9,105,990 in five weeks across five tactics
Completed CTV Views: 1.21 million, at a 98.02% completion rate on OTT inventory
Display CTR: 0.18%, 80% above our 0.10% programmatic display benchmark
Blended CPM: ~$22, with the full $200,000 working across every channel
Share of Delivery: Online video 46.9% · Display 20.0% · DOOH 15.4% · OTT/CTV 13.7% · Native 4.0%

What the Data Settled

Shorter cuts held the viewerCompletion rate

Introduction :15		86.3%
Small business :30		71.7%
Issue contrast :30		71.6%
Property tax 1:00		64.2%

All Arizona lines. The :15 beat the 1:00 by 22 points — for a low-recognition candidate, brevity won.

The 728×90 leaderboard carried the display program. It returned a 0.32% CTR on 347,800 impressions — 220% above benchmark — and it already held the largest static allocation, so the performance came at scale rather than in a small test cell.

Compliance costs nothing. The 600×600 native unit carrying its required disclaimer still returned a 0.29% CTR, with no measurable drop in engagement against the units that did not carry one.

What We Take to the Next Campaign

Run the state and the dominant county as parallel lines. Reach and concentration come off one budget, with no second campaign build to maintain.
Lead with a :15 when the candidate is unknown. Introduce first, argue second. The gap between the :15 and the :60 was wide enough to plan a rotation around.
Be precise about what DOOH actually delivered. Most impressions landed on vertical and horizontal digital screens; true outdoor billboards accounted for 52,718. Naming that split is what makes the rest of the reporting credible.

The campaign proved that a five-channel program can be built, trafficked and delivered inside five weeks without the phased rollout that usually costs a late-starting candidate its first two weeks of exposure. Saturation across screens, priced at a ~$22 blended CPM, put a low-recognition candidate into the same rooms as a better-funded field — and the channel-level completion and click data gave the next campaign a rotation plan it did not have to guess at.

Frequently Asked Questions

What does a statewide political advertising campaign cost?

This one ran $200,000 across a five-week flight — roughly $40,000 per week — and delivered 9,105,990 impressions at a blended CPM of about $22. Budget scales with the size of the state and the length of the window, but the blended CPM is the number to hold steady: it tells you whether you are buying reach efficiently or paying a premium for a late start.

What is a good video completion rate for political CTV advertising?

This campaign returned 98.02% completion on OTT/CTV and 72.29% on online video. CTV runs higher because the spot plays on a television screen where it cannot be skipped, so treat the two as separate benchmarks. Judging online video against a CTV number will make healthy delivery look like underperformance.

How fast can a multi-channel political campaign launch?

Five channels went live inside the same five weeks here, with no phased rollout — 10 line items across four creative formats. What makes that possible is building creative depth before launch rather than during it: six static sizes, four video cuts, three DOOH ratios, and native units with disclaimer variants ready on day one, so compliance review never becomes the bottleneck.

Should a low-recognition candidate lead with short or long video?

Short. The :15 introduction cut held 86.3% completion against 64.2% for the 1:00 — a 22-point gap. Introduce the candidate first and argue the issues second; the longer cuts do their work later in the flight, once voters know who they are watching.

What does DOOH actually deliver in a political campaign?

Here it was 1,404,504 impressions, 15.4% of total delivery. Worth knowing what that means: most landed on vertical and horizontal digital screens, while true outdoor billboards accounted for 52,718. Any DOOH report that does not break out that split is not telling you what you actually bought.

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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.

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.