Outline: How Multi-Location Businesses Can Benefit From Effective Geo-Fencing Strategies. Company: Propellant Media Industry: Auto Detailing Industry Author: Propellant Media Contributor Publish Date: December 1st, 2021     Introduction Over the past several years, stakeholders in various industries have considered the…
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Outline: How Multi-Location Businesses Can Benefit From Effective Geo-Fencing Strategies.
Company: Propellant Media
Industry: Auto Detailing Indu...

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Local State University Defies Expectations During Covid 19 At $10 Cost Per Lead

students or teenagers with files and diploma

The Challenge

This local university has a multi-million dollar marketing budget across their undergraduate and graduate programs.  Between the many competitors they have to face including prominent Georgia and Southeast Universities attracting new applicants and students has not been an easy task.  That in addition to the low brand recognition for the university, they have been slowly growing their presence, but needed new innovative tactics to help them reach the student profile that could thrive as students at their school as well as graduates.  That’s when they reached out to Propellant Media for guidance.

The Solution We Implemented

Our original statement of work included OTT/CTV Advertising and Streaming Radio/Spotify campaigns for undergraduate brand.  But as we continued to work together, they soon learned that our passion and partnership mattered just as much as the results.  It showed in our communication, our execution of campaigns, and bringing fresh ideas based on our prior experience with other colleges and universities we worked with.

Nine (9) Months into our client management approach, and supported by strong results, the University was proactively convinced to dramatically increase our SOW to include

  • Geofencing SAT & ACT locations as well as moments when the admissions team is visits certain recruitment events in the southeast
  • Full Funnel Google Ads campaign centered around brand & non brand keywords
  • Paid Social (LinkedIn & Facebook/Instagram) lead generation campaign
  • Focus on retargeting leads with urgency language to get them to convert into true applicants
  • Now handling their marketing plans for the Biz School and Multiple Grad Programs
  • Implementing a Full Funnel attribution model and tying advertising data to applicant and CRM data
  • All vital digital channels Google Adwords, Bing Ads, YouTube, Programmatic Display, lookalike modeling, CRM targeting, OTT/CTV, Pandora/Spotify, Twitch, LinkedIn, Facebook/Instagram

Results Of The Campaign

As we launched and took over the majority of the campaigns, we helped the client lower their cost per student lead which continued to hover at $10 – $20/student for their undergraduate institution.  Our highest peak of lead flow has grown to 2,800 leads per month.

And for the graduate programs, we helped decrease the cost per lead went from $1,100 to $250, thus filling up each department across all the grad programs at the University.  We currently manage over 25 graduate programs each with their own set of strategies.

We have been a partner with the institution for over 3 years and counting.

The University was featured in several publications highlighting the roughly 20% year over year growth despite COVID-19 and the expected increase in competition due to it.

Sports Apparel Brand Taps Into New Audiences With Geofencing & Display Advertising

The Challenge For A Sports Apparel Ecommerce Brand

Ecommerce brands are constantly working to generate consistent sales via their platforms.  It’s not enough to have a good website, and let alone a good product.  They must market like crazy, build their audience, find more people in-market for their products, and maintain repeat purchases.

A Sports Apparel organization selling Game Day Boots as well as sports youth products ranging from volleyball to basketball was already seeing success with their current efforts.  They were leverage Google Ads, Facebook, Instagram advertising, and even SEO.

But they knew in order to compete, they needed to evolve their display marketing mix which they wanted to consist of 15% of their marketing spend.  They heard about geofencing marketing and naturally reached out to Propellant Media to inquire about it.

Marketing Mix For Sports Apparel Programmatic Display Marketing Campaign

The team at Propellant Media developed a comprehensive three to four month strategy of geofencing, keyword contextual, 3rd party data segments and site retargeting.  It was important to note that programmatic display is a top to middle of funnel strategy, allowing us to build an audience, create interest, and leverage the retargeting to get people to purchase or buy at some stage throughout the customer journey.  Our ultimate goal was to reach parents with kids in youth sports similar to the data segment below.  In addition, the team wanted to reach college students during football games and sell gameday boots that mirrored the school they attended.  Below is the tactical breakdown:

  • Geofencing Marketing – Our team built geo-fences around gameday football events.  We believed that their core audience was already working at these locations or visiting these locations.  So we wanted to make that audience aware of the brand.
  • Keyword Contextual Targeting – We used very specific keywords based on search queries or articles people were reading online.  We leveraged several the following keywords to reach that audience:
    • gameday boots
    • college football
    • alabama football
    • texas football
    • soccer shoes
  • 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 offline marketing efforts that allow people to visit their website.

Results Of The Programmatic Display Data Targeting Campaign

After working with the national sports apparel company, we produced some fruitful results for the brand.  Below were the results during that time.  After delivering over 3.7M impressions and over 4,700 clicks, the CTR performed 30% above industry average.  Most importantly, the client said during the months of November and December of 2023, it was their best months with sales at the company.

We continue to run campaigns around sporting events and ongoing online browsing audiences.

Cannabis CBD Company Grows Their Market Share With Geofencing Marketing

The Challenge For Cannabis CBD Marketing

Cannabis and CBD companies are popping up around the country.  And despite the growth and the legalization of cannabis, several advertising outlets such as Google, Facebook/IG, and YouTube still don’t allow for the advertising of such substances.  Thus, this forces cannabis marketing to be relegated to billboards, print, and occasionally some digital platforms that do allow it.

Given the limited opportunities to cannabis advertising in a digital world, several programmatic display platforms are allowing cannabis advertisers to reach audiences online.  Facebook/IG has recently allowed it in a limited capacity the chance to advertise both hemp and CBD….but not cannabis yet.

With the existing limitations, an Ohio based cannabis company reached out to Propellant Media inquiring about our cannabis geofencing advertising capabilities.  We then created a full funnel programmatic strategy to reach those either in-market or fits the mold of a cannabis consumer for medical use.

Marketing Mix For Cannabis/CBD Geofencing Marketing Campaign

The team at Propellant Media developed a comprehensive three to four month strategy of geofencing, keyword contextual, and site retargeting.  It was important to note that programmatic display is a top to middle of funnel strategy, allowing us to build an audience, create interest, and leverage the retargeting to get people to purchase or buy at some stage throughout the customer journey.  Below is the tactical breakdown:

  • Geofencing Marketing – Our team built geo-fences around competitor locations.  We believed that their core audience was already working at these locations or visiting these locations.  So we wanted ot make that audience aware of the brand.
  • Keyword Contextual Targeting – We used very specific keywords based on search queries or articles people were reading online.  We leveraged several the following keywords to reach that audience:
    • Cannabis
    • CBD
    • Hemp
    • Medical Marijuana
    • Weed
  • 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 offline marketing efforts that allow people to visit their website.

Results Of The Geofencing Marketing Cannabis CBD Campaign

After working with the cannabis CBD company out of Ohio, we produced some fruitful results for the brand.  Below were the results during that time.  After delivering over 361K impressions and over 450 clicks, the CTR performed 30% above industry average and we even showed conversions of individuals shopping the online store inventory.

We tracked 149 online conversions, which for us were purchase page and checkout page visitors.  These individuals would first visit the main page and then visit these pages.  This showed both intent from the campaigns and overall progress made in cannabis consumers who wanted to buy direct from the brand.

HVAC Repair Company Leverages Geofencing & Programmatic Display To Drive Leads

hvac repair marketing

The Challenge

A white label partner who handles other marketing efforts for their HVAC Repair client did not have geofencing and programmatic display as part of their arsenal of digital marketing solutions as part at their digital agency.  HVAC Repair is a competitive space and Google Ads doesn’t cut it despite the success it brings brands at the lower end of the marketing funnel.  They wanted a middle to top of funnel solutions to raise their name profile and impact their Google Ads strategy with increased branded searches.

Given our experience working with HVAC Repair companies and our white label partner program, they came to us in an effort to bring this unique form of digital marketing to their client.

Solution

HVAC Repair companies mostly care about getting leads NOW.  People who typically reach out to HVAC companies call when they have a problem.  But the confidence in the outreach does stem from brand awareness and the sense that this hvac company is everywhere and services a lot of people.  That is what drove the hvac company wanted to leverage geofencing marketing.  After extensive consultation with the agency partner and their hvac repair company to understand their core audience and context what’s been working in the past, the Propellant Media Team developed a comprehensive strategy of:

  • Site Retargeting– Given the challenges in leveraging site retargeting on the Google Display network, and the importance of retargeting people who visited their website, we deployed a site retargeting strategy encompassing 5 – 10% of the overall marketing budget.  Thus making all of their marketing work smarter.
  • Keyword Contextual/Search– After consulting with the client on their core keywords (ac repair, hvac repair, heating repair, hvac replacement), we deployed a keyword strategy targeting people who researched many of these terms through the internet.
  • Geofencing Marketing – We deployed a unique geofencing strategy targeting neighborhoods the HVAC Repair did some resent work in.  We would leverage creative saying “We Just Fixed An HVAC Unit With Your Neighbor.  Get 10% Off To Service Yours.”  In addition, we targeted homes over 20 years of age with older units.

With quick learning from campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.

We Drove over 20 Plus Leads With Increased Engagement

hvac repair marketing geofencing

In addition to the Google Ads campaign they were running and the increased lead flow they got after we launched programmatic display display campaign, we continued with our programmatic strategy, achieve a click through rate above average at 0.13%, but more importantly, driving 580 clicks and 24 conversions/leads to the hvac repair comapny.  They continue to deploy a holistic marketing strategy to ensure they’re expanding their top of funnel reach, middle of funnel intent, and lower funnel lead flow to the firm.

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