Many users browse through a website without committing to a purchase immediately. They might need more time to think it over and compare options, or they mig...
Many users browse through a website without committing to a purchase immediately. They might need more time to think it over and compare options, or they mig...
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.
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
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.
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.
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:
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 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.
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:
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.
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.
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:
With quick learning from campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.
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.