Category: Geofencing Advertising

Curious about geofence marketing? As with any new system, this approach to marketing is generating a certain amount of confusion. So, let’s begin with a few definitions. What is geofencing, exactly? It’s the act of targeting certain digital devices based…
Read More
-->
Did you know that digital marketing grows at a much faster rate nowadays? The total spending within the United States alone is at $94 billion. Search marketing makes up the majority, with companies spending around $42 billion. One of the most easily…
Read More
-->
Geofencing is a location-based marketing strategy that involves gathering data inside predetermined zones. A zone is what we call a geofence, and it can either be a circle in shape, a square, or a polygon. But what is it for? This technology…
Read More
-->
Who’d of imagined we’d have instant access to the World’s knowledge in the palm of our hands? This is the revolution that is smartphones. As one can expect, we soon found great use of the tool with our consumer habits.…
Read More
-->
There is a standard misconception in the definition of proximity marketing geofencing and how it compares other forms of location based advertising such as beacon marketing technologies.  Both have their benefits and particular uses that are vital to micro-targeting consumers…
Read More
-->
  Hello my medical and health care and pharmaceutical practices that are out there. My name is Justin Croxton. I’m one of the merging partners here at Propellant media. We’re a digital ad agency here in Atlanta Georgia and we…
Read More
-->
This is Justin Croxton here again, one of the managing partners here at Propellant Media. I want to talk to you a little bit about some more geofencing, particularly, for auto dealerships, auto repair centers, everybody that happens to be…
Read More
-->
Hello everyone this is Justin Croxton here again from Propellant Media, one of the managing partners. I know that a number of attorneys are always trying to find that competitive advantage, that thing that’s going to set you apart but…
Read More
-->
My name is Justin Croxton, one of the managing partners here at Propellant Media. We’re a digital ad agency based out of Atlanta, Georgia. I want to talk to you a little bit about a technology that we’ve been utilizing…
Read More
-->
This is Justin Croxton here Propellant Media, one of the managing partners here at the agency, and I thought it would be appropriate to show everyone, give everyone a little bit of a demo on exactly what is geofencing advertising…
Read More
-->
https://propellantmediapolitics.com/wp-content/uploads/sites/16/2017/10/Depositphotos_46969699_l-2015-2.jpg

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.

https://propellantmediapolitics.com/wp-content/uploads/sites/16/2016/09/health.jpg

How We Assisted A Senior Care Living Facility Capture More Patients With Geofencing

nurse helps elderly woman at breakfast

Client Challenge

A regional senior care living facility with a good reputation was struggling to find new ways to gain the proper brand exposure through advertising efforts.  They were already doing Google Ads, SEO, and even TV Advertising in the local communities.  They knew there needed to be a more direct approach to reaching loved ones or senior ready to physically transition into a senior care community.  After learning about geofencing marketing, they requested our team at Propellant Media put together a comprehensive digital game plan that would help them drive walk in foot traffic, inquiries and tours of their facilities.

 

The Solution We Implemented

From the 4 plus senior care living locations we initially focused on driving foot traffic to, we thought a full funnel programmatic advertising plan was prudent to give all tactic added support:

  • Geofencing Marketing – We created a geofencing campaign targeting ER’s, hospitals, other competitor senior care facilities, and other core locations that became a natural transition point for seniors needing assisted living care.  We targeted over 25 – 30 locations per each individual senior care facility.
  • Keyword Contextual/Search Retargeting – We utilized popular keywords such as senior living, senior care, and senior care near me to reach people across the internet that showed intent.  We even utilized many of the top performing keywords the client furnished from their existing Google Ads campaigns and SEO work to ensure we gave it full coverage.
  • Site Retargeting – The site retargeting included a strategy that was centered on display ads, OTT Advertising and pre roll video.  This full funnel strategy also allowed us to engage senior care audiences knowing they would be more engaged with video in comparison to display ads.
  • Conversion Zone Tracking – In order to measure conversion, we placed a view through conversion pixel on the client’s website in order to measure people who saw the ads and then came to the client’s website or converted on a particular page.  But more importantly, we measured people who saw the ads and came to the client’s physical location.  This is how we’re able to show attribution across Geofencing Marketing campaigns.

ur team was also able to implement our conversion zone tracking, enabling us to measure those who have either clicked or seen the display ads from those who walked inside of our geofencing targets, and measure those who came back to the assisted living facilities.

 

The Campaign Results

Over the first few months of the campaign, the results have been both powerful and encouraging to our team.  Our team found a minimum of 60 tours/walk-ins attributed to the geofencing marketing campaign we ran in driving brand awareness and walk-in’s to their facilities.  And that was over a 30 day period.  As we continue the campaign for this client, we will naturally see a reduction in cost per visit.

https://propellantmediapolitics.com/wp-content/uploads/sites/16/2019/02/Depositphotos_26829847_l-2015.jpg

Hotel Property Targets Travelers With Programmatic Display

Depositphotos_26829847_l-2015

The Challenge

A hotel property in a popular tourist destination city was looking to increase awareness among their relevant audience and drive up their programmatic advertising performance. They also wanted to focus on supporting their restaurant and dining locations at their hotel and resort as it was lacking in brand awareness and walk-in traffic due to the competition in the area.  They enlisted the help of our team to precisely target consumers interested in travel to their location.

 

The Solution We Implemented

Travel is a very unique area.  Given the high competition and number of options available for travelers, we had to implemented a very defined strategy for each tactic because we had 2 objectives: improve brand awareness and target travelers who could show interest in their hotel; and secondly drive restaurant/dining traffic to local travelers.

Our team developed a comprehensive strategy of search retargeting at the keyword level, site retargeting and mobile geo-optimization.

  • Keyword Contextual/Search Retargeting: Instead of targeting an entire country, we focused on keyword contextual and search retargeting based keywords for people looking for hotels in the key city.  So hotels in miami was a sample keyword we leveraged knowing we were getting our ads in front of those individuals expressing interest in hotel properties in miami.
  • Site Retargeting: We decided to tap into multiple DSP’s (not only 1), in order to expand our site retargeting efforts. This gave us even more air cover and further supported their Google Ads, Facebook Ads, and other omnichannel advertising efforts.
  • Geofencing Marketing: We were quick to explain to the client that using this tactic to attract travelers to the hotel would not be wise because there were not great practices in identifying people around the country based on their physical activities that would tell us they are firmly interested in booking travel.  That’s where search and keyword contextual came in.  Instead, we used geofencing to impact their restaurant and dining options that were available.  We geofenced nearby restaurant competitors, other competitors hotels, and local beaches.  We served creative ads that were promotional in nature and got people thinking about other local dining options at the hotel.

With quick learning from the campaign launch, our team and our multivariate algorithms optimized keywords, blacklisted specific domains to more precisely target customers, and adjusted the frequency cap and pacing to maximize budget. We also shifted budget to higher performing areas and swapped creative to keep the advertisements relevant through changing seasons.

 

The Results

Through multiple tactics and optimizations, our team achieved a CTR of .33%, more than tripling the client’s goal of reaching the industry average CTR of .08 – .1%.  In addition, we leveraged conversion zone tracking to measure those who saw the geofencing marketing ads and then came to the hotel to dine or other reasons.  Over the course of 3 months, we measured over 198 walk-in conversions.  Of that, 11 people clicked on the ads and the rest saw the ads and came to the hotel, letting our team know there was strong influence from the geofencing marketing campaign.

https://propellantmediapolitics.com/wp-content/uploads/sites/16/2024/04/55225363_ORANGE_PICTURES-copyc.png

Non Profit USA Water Polo Brings Marketing Awareness Youth & More Viewer

The Challenge For A National Brand Expanding Awareness

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.

Marketing Mix For USA Water Polo Campaign

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.

Results Of Geofencing & Google Ads Grant For

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.

https://propellantmediapolitics.com/wp-content/uploads/sites/16/2024/01/Rocket-Camp-Picture.jpeg

White Label Partner Rocket Camp Grows Revenues For Their Agency…And Their Clients

As an agency, we want to be able to provide stellar marketing services for our clients and brands.  White Label Partner Rocket Camp Grows Revenues For Their Agency…And Their Clients Propellant Media initially serving direct brands, but as other agencies sought us out to partner and fulfill on their behalf, we create an entire program help agencies win with their client.  Rocket Camp found Propellant Media and learned that we offered unique paid media and data/analytics strategies for middle-market to larger multi-national companies.

Through initial discussions with the CEO and their team, we found ways to integrate with their current operating systems, make their lives easier, give them unique selling opportunities with new clients they were pitching, and most importantly produce results for their clients.

propellant media white label partner academy

Marketing Solutions We Began White Labeling To Rocket Camp

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:

White Label Partner Video Testimonial

Official Quote From Rocket Camp

“We needed a partner who could provide that same level of expertise and give us the personal attention we were looking for.  We were so confident in the work we were getting, we brought Propellant Media into some of our meetings with those larger multi-national clients.”

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF

Thanks for contacting us! We will get in touch with you shortly.

Download PDF