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.
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.
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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
Programmatic display advertising has revolutionized the way businesses approach digital advertising. Leveraging sophisticated algorithms and real-time bidding, programmatic advertising platforms enable businesses to connect with their target audience with precision, scale, and efficiency. However, with so many programmatic display advertising…
