Category: Recruitment

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.

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.

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.

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.

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.

This Hospital System in Denver, CO worked with Propellant Media for over a year.  Below were the results during that time.