Southern California University of Health Sciences (SCUHS) is a private, nonprofit institution located in Whittier, California. With a long-standing reputation in integrative health, chiropractic, acupuncture, and now nursing, SCU is committed to educating the next generation of health professionals grounded in science, compassion, and whole-body wellness. As the university expanded its Bachelor of Science in Nursing (BSN) program, they needed a highly targeted digital campaign to identify and convert lifestyle-aligned prospects in a competitive Southern California market.

The Challenge

SCU’s BSN program offers a unique educational experience that blends clinical rigor with a holistic health foundation. Their challenge: reach and convert prospective students whose lifestyle, values, and academic interests aligned with this distinctive approach. Rather than broad outreach, the university needed a precision-focused campaign that would deliver quality over quantity—reaching future nurses who valued wellness, movement, balance, and purpose-driven careers.

The Strategy

Propellant Media developed a multi-channel, full-funnel campaign centered around geofencing, Meta (Facebook/Instagram) ads, and site retargeting. This approach was designed to create a 360-degree engagement loop—from physical location behavior to digital re-engagement—optimized specifically for SCU’s prospective nursing students.

Key Tactics We Executed

Geofencing Over 20 Yoga & Wellness Studios

We geofenced 20+ yoga studios and holistic wellness centers across Southern California. These locations were selected based on their relevance to SCU’s ideal student persona—individuals engaged in self-care, health, and holistic lifestyles. Mobile device data from these physical visits was used to serve follow-up digital ads, creating a localized and highly intentional awareness strategy.

Third-Party Behavioral Targeting

To complement location data, we leveraged third-party audience segments including:

• Yoga & holistic health enthusiasts
• Individuals exploring nursing degrees or health sciences
• Users researching wellness careers or holistic living
• Women aged 22–38 with patterns matching allied health program seekers

Meta (Facebook & Instagram) Geofencing + Retargeting

We ran a parallel Meta campaign targeting users who had been to geofenced locations. In addition, we launched a Meta site retargeting strategy, serving remarketing ads to users who visited SCU’s nursing program landing page but didn’t yet convert. These users saw program-specific creative, testimonials, and calls to action related to enrollment deadlines and info sessions.

Site Retargeting (Programmatic Display)

All traffic to the nursing program’s landing pages was captured and re-engaged using animated and static display ads, reminding prospective students to revisit, download brochures, or schedule a virtual consultation.

Ad Messaging Examples 

• “Your Path to a Holistic Nursing Career Starts Here”
• “Train to Heal, Lead, and Grow—The SCU BSN Program Is Accepting Applications”
• “Nursing Meets Wellness—See How SCU Is Changing the Future of Care”

Results
The results of the 8-week campaign showed strong top- and bottom-funnel performance across channels:

Through a smart blend of geofencing, behavioral targeting, and retargeting across both programmatic and Meta platforms, Propellant Media helped SCU connect with high-fit nursing prospects in a deeply relevant and cost-effective way. The combination of physical location data and digital behavior created a full-funnel campaign that didn’t just drive leads—it attracted students who were culturally and academically aligned with SCU’s mission. This campaign now serves as a model for future holistic health program promotions across the university’s portfolio.