Recruiting hourly workers has always been unpredictable. Part of the issue is that the vast majority of hourly workers take the first job that is offered¾they need money.
This makes it difficult for companies whose marketing model are not geared to reach out to candidates; the review process of applications alone can take 30 days. Thirty days later, most of the candidates have found work. With the decrease in unemployment, candidates have a wide selection of jobs; they aren’t staying on the market for as long¾again, as stated above, they need money.
To combat this reality, Copley Advertising has created a mobile geofencing/Facebook program that will capture workers before they enter the job market. We provide marketing to candidates regarding issues most valuable to them in their search:
Recruiting companies and Indeed.com are flawed outsourced tools that don’t work in your best interest of your company. In contrast, our model will grow your pool of hourly workers allowing you to control a stream of “on demand” candidates.
So, John… what is this mobile geofencing/Facebook recruiting program you speak of?
I’m glad you asked! Okay, you are about to get a large amount of information… hang on!
We will geofence the target locations and tag all smartphones. Copley Advertising can also use our third-party data partner, Neustar, to drill down to specific metrics: age, income, gender, homeowners, renters and many others. I like Neustar and third-party data, but the market has moved to retargeting by captured data. The process is data-driven, and I agree with that.
So, we will place your banner and video ads in apps used by the device owner. We have over 2,000 apps, so delivery of impressions is not a problem.
Once that ad is seen by a tagged user (an impression), we take their ID and place it in the impression folder. If the user engages with the ad, we capture their ID and place it in a retargeting folder. We drive traffic to a landing page. (We can place a Facebook pixel on your landing page.) When traffic reaches your landing page, the user’s Facebook ID will be logged into a Facebook retargeting folder (collected on our platform). By this point, we’ve delivered the ad to your targets and captured the target’s device ID in three separate ways.
Once we have captured a 1,000 IDs in the mobile retargeting folder, we start the mobile retargeting campaign. We can send ads to all IDs in the retargeting folder. We can filter down to the target location. Retargeting campaigns are very important, as the engagement rate is 2x to 16x greater than an average campaign! That’s huge.
After 500 Facebook IDs are captured in the Facebook retargeting folder, Copley Advertising can begin the Facebook retargeting campaign.
As the campaign runs, we will capture nearly 200,000 device IDs (impressions file). They can be converted into Facebook IDs through the Facebook Ad Manager and then create a look-alike model (2 million IDs). Facebook can be set to drill down to target your desired demographic locations and behaviors. Look-alike models can prove to be very helpful; the Facebook database has millions of behavior points to create an audience that shares the same behaviors on a large scale. We will wait a few weeks to run the Facebook impression IDs to see which campaigns are performing at or above the KPI. Facebook KPI is mostly CPC.
You will receive a weekly report. We strongly recommend a weekly conference call. It’s important we review the report together.
The goal of mobile is click rate. We optimize and target the program to receive the highest click rate. One of the ways we optimize is by review of app placement. Checking to see which apps are reaching KPI goals and increasing the bids for apps, while on the other hand decreasing or turning off apps that aren’t delivering any clicks after 1,200 impressions. Now personally, I like to check the Operating System click rates. We have found a gap between Android phones and iOS phones with Androids getting the higher click rate. If the gap is significant, we will clone the campaign and white label Android phones. If the click rate is significantly higher than the original campaign, we will close the main campaign.
Copley Advertising also looks at creative. For A-B testing when we check the click rate of creative and check click rates. We like to Day Part off the bat by shutting the campaign down between midnight and 6 am. As the campaign progresses, we can optimize by time or day accordingly.
The average click rate for a mobile campaign is .45%. Our KPI goal for this campaign is .60%. Our average click rate for 2016 is .77% with CPC under 10 cents. We are reaching a targeted market and can retarget in three different ways. The deeper we can go, the better the results.
Copley Advertising will create subsets under each location which could include (depending on further discovery with each location) high schools, colleges, zip codes, Neustar targeting, DMA and a wide variety of other demographic/behavior qualifications. By continuing to drill down further, building on the data gathered, we will reach the best click rate. More than likely, each macro-target will have different micro-campaigns that are overperforming.
The front end of the campaign is the main goal, along with reaching our KPI and finding targeted pockets that will deliver qualified candidates. The backend is very interesting as well because on that side we compile a list for each location of areas based on where is delivering the best click rate and store this information along with the retargeting groups. If there is a second campaign, we would come out of the gate with a hyper-targeted mobile campaign.
The Facebook pixel will continue to pick up IDs and feed the retargeting campaign; it can last up to 180 days (mobile retargeting IDs and impression IDs are forever). The look-alike audience will also be stored.
THERE! All done. I told you, a lot of information, right?
You can rest assured that the campaign is geared to your needs to attain, retain and have a stream of hourly wage workers “on-demand”.
Given that hourly worker’s makeup 58.7% of the workforce, it’s essential to be able to target them directly beforehand. So, having the ability to capture hourly workers prior to their job searching along with those currently unemployed will put your company ahead of the recruiting game.
“Copley Advertising has worked with Avis in developing a comprehensive recruiting program using mobile geofencing and Facebook retargeting. We are offering a cutting-edge program. Our clients become leaders in recruiting hourly workers.” John Flynn, CEO, Copley Advertising.
]]>The bad news is that you need to treat your job candidates as consumers. You need to sell them on your work environment, growth potential and compensation package. For workers in the medical and IT sector, there are simply so many opportunities for them to choose from. You are competing against other companies for employees that can make a difference to your bottom line.
The good news is that if you make this shift in your thinking, you are going to attract highly-qualified candidates that will add to the corporate culture and profits. You will be in the forefront of recruiting as compared to 98% of your competitors, who are still using the pre-Civil War recruiting model.
The process of placing ads on Indeed or hiring a recruiter that has made some friends in the industry by sending birthday cards is outdated. You need to reach out to the workers you want and close the gap.
The way Copley Advertising accomplishes this is by using mobile marketing and integrating Facebook advertising. We geofence 50 locations (competitors, colleges, Fortune 500 and others) and tag all smartphones in those locations. Then, we place ads (video and banner) on the tagged phones. When the tagged device users open an app, the client’s ad will appear (depending on ad order). Once the user sees the ad, we place their ID in an impressions folder. If they engage with the ad, we capture their ID and place it in a retargeting folder. Once they reach the landing page, we capture their Facebook ID with a Facebook Pixel.
On the landing page, there is a video showing different employees talking about why the company is a wonderful place to work. They will talk about the four major things prospects are looking for: company culture, work/life balance, opportunities for advancement/promotion and compensation. Please note that competition is last.
Then a high-ranking company official will come and ask if the candidate could please leave their email to receive updates on positions in the company and news about jobs in the sector. Plus, every month they have an ice cream and pizza open house and the company would love to get to know them better.
Now you have their impression IDs, retargeting IDs and Facebook IDs. You will create a Facebook retargeting audience. We will run a mobile retargeting ID program off the mobile platform at 2x to 16X the CTR of the regular platform.
We will run the impression IDs through the Facebook converter and receive Facebook IDs at a 30% conversion rate. Then create a look-alike model at 1% of the US population using Facebook’s million data points. The look-alike model will generate two million IDs.
Then we create a Facebook campaign using the impression audience filtering and optimizing by ad set (starting at $5 a day using split testing).
The company now has an email campaign, Facebook retargeting campaign, mobile retargeting campaign, and a converted impression ID campaign. The company will rotate quality content. What is happening at the company? How the company is promoting workers. How the company is paying for employee work-related class. Summer Friday program. And more.
The company will become a resource for the industry. What’s happening in the sector? What programs do other companies have? What jobs are hot? The company will be seen as a thought-leader in the industry.
With little effort, the company has built a short-term/long-term funnel that will bring them quality candidates in the present and future. As the program continues, the company’s brand will increase and higher-level candidates will be applying.
The company has control over the program and after the first few months, Copley Advertising will only charge a maintenance fee to keep the program optimized. We have seen the retargeting CTR last over a year. Plus, you will always be adding IDs to the retargeting campaigns (mobile and Facebook) and impressions to the impression campaign.
The whole program is plug-and-play. You can stop one part and increase the activity on another.
“It’s time that companies use the tools from this decade to create targeted content programs using mobile marketing with Facebook integration. Building an independent short-term/long-term funnel that companies can control will allow them to break free of generic sites like Indeed and CareerBuilder, which tend to attract low-quality candidates. Our program will allow candidates chosen from high-quality companies that will fit into the corporate culture and bring a high skill set.” John Flynn, CEO, Copley Advertising.
]]>Bezos, CEO of Amazon, bought Whole Foods his largest acquisition to date. Why? Most likely to add to a huge distribution channel and jump into the grocery sector with both feet. It that is the case, in a short period of time, he will change the face of retail grocery making easier and friendlier to the consumers while lowering costs.
The marketing model for the supermarket sector has remained the same for decades. The margin on food is low. Supermarkets charge consumer good companies for shelf placement and end caps. Near the register, near the deli, eye level, etc. That’s where they make their money. This is why in recent years, the size of the supermarkets has increased. The larger the space the more marketing money they get.
This is also why all the new stores look the same as the old stores. It’s the Olive Garden effect.
What’s wrong with this model? It doesn’t take into account the customer experience and it’s incredibly inefficient. If you’re under some illusion that Bezos isn’t aware of this limitation, you’re vastly underestimating the man who built Amazon.
“Sectors need to rethink how they interact with the consumer. Mobile marketing is only one of the many changes coming. Change now or you can be next Blockbuster.” Stated John Flynn, CEO of Copley Advertising.
What to do? At all costs, you must protect your 15-mile radius, where 90% of your customers live. First, stop mailing coupons and putting them in newspapers. Please. Second, create a geofence around each of your locations AND your competitor’s locations. Tag all smartphones. Put video ads in the tagged phones. “Hi, I’m Sam from Star Market. We have a new Coupon Club! Pay $5 a month and get $10 worth of coupons!” Device IDs will be captured from all devices that saw the ad (impressions). Users that clicked on the ad will have their IDs collected in our retargeting folder. The user will then be taken to a landing page where we place a Facebook pixel that will capture their Facebook ID. They will see the thirty-second commercial. “Hi, Sam again. Join our Coupon Army for $10 a month and we will send $25 worth of coupons each month! In fact, you can indicate which types of products you want and we will make sure that you receive coupons for those products if available!” There is an email capture for additional information, but by this point, we already have the impressions, retargeting and Facebook IDs.
We drive customers to sign-up for the one-month program. The supermarkets charge the consumer good company for the extra coupons, with $5 a month as profit. After one month the shopper must sign up for an additional six months or $60 up front because they are guaranteed $120 worth of coupons. You can now upsell them to the Gold Club, where they receive special offers only for Gold Club members (for only $10 per month extra, which is guaranteed in coupons with a one-year sign-up payment in advance). The Platinium Club is where they will have a chance to win tickets to a Patriots game and a FREE Thanksgiving dinner (for another $10 per month paid in advance). And the Super Platinium level gets all the benefits of the previous package and a chance to go to the Super Bowl and meet Tom Brady!! The price is only an extra $75 per month or $900 up front.
So there you have it. Up the ladder to $75 per month or $900 per customer per year paid up front. Oh by the way since you are giving them in-store coupons the amount they spend in your stores will be much greater. You are creating in-store promotions, engaging the consumer and receiving a tremendous amount of data. All because you used mobile marketing and a $5 coupon.
With the impression folder, you take the IDs and run them through the Facebook converter. The IDs run at a 30% conversion rate. Now you have converted the impression mobile IDs to Facebook IDs. With the Facebook ID’s you can make a look-alike model using 1% of the US population. This should give you about 2 million IDs. When you run a campaign you can drill down to your demographic even further.
Now you have a smart, almost zero cost way to engage your shopper and protect your 15-mile radius. Jeff Bezos may be riding into town, but you will be reading to protect your base.
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Sometimes buyers have a split personality regarding mobile. On one hand, they see the possibilities of geotargeting smartphones, running video ads, downloading IDs of tagged users that received an impression and a retargeting folder for devices that engaged with the creative. It is exciting and makes billboard, TV, and radio advertising look inefficient-which is true, they are.
On the other hand, buyers have an issue with perceived waste. They want to build a geofence around a store with no leeway, but there are a couple of problems with this. First, people enter and exit the store to go their cars, bus or walk to their next destination. This is an overflow that should be captured. Second, when we drill down to lat/long we are hitting a small target on the planet earth; rather, we would be more comfortable to drill down to .2 miles out. This gives the system room to breathe.
We can set up a campaign for each location and monitor to see if the click rate is within goal projections. If the ID pool was polluted, this would be the first line of defense to indicate there is a problem. As we use our optimization the program (app placement, operating system, etc.), we’re making the campaign efficient; this acts as a filter to weed out any underperforming impressions.
We capture impression IDs and the IDs that have engaged with the creative. The impression ideas will then be filtered by additional mobile campaigns: retargeting IDs will come in between 2x and 16x and have already passed the first test by engaging with the creative.
When Copley Advertising reviews the program, clients ask how many locations they can geofence. One… three? 40. I like to start with 40 because I need data. The more data we have, the quicker we can optimize and build ID folders. This way, when during the first week, we find four or five locations getting lower than a .2%, we pull those locations and stop delivering impressions and ask for five more locations to take their place. Over time, we like to get down to about 15 locations that are doing very well, fully optimized, with a large impression ID pool and a retargeting campaign ready-to-go. Now that is fun.
“Copley Advertising is first and foremost a resource. I want every company or agency to know that they can call Copley Advertising and we will break down exactly how we create and implement a mobile marketing program. If they become a client, that is secondary.” says John Flynn, CEO of Copley Advertising.
So, remember what I said: go with a geofence with a radius of .2 miles and rest assured that when it comes to data, less is more because its geofencing, not geo-strangulation!
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Facebook’s hot streak continued with a strong Q2 2017 earnings report. It earned $9.32 billion. Revenue growth was 44.7 percent year-over-year.
Mobile now accounts for 87 percent of ad revenue, or $8 billion, compared to 85 percent last quarter and 84 percent a year ago. Total ad revenue was $9.16 billion.
The Facebook numbers are crushing it; they hit all the projections and their main issue is that they are running out of space to advertise (a preview of my blog next year blog “It was the Instagram, stupid”). But the main takeaway for mobile marketers is that 87% of Facebook’s revenue is mobile. 87%! So, less than 13% of revenue is severed digital. Is Facebook’s reporting for the last three years a behavior limited to Facebook or is it a system shift in the way we are using the Internet?
Search Engine Land reported late in 2016 that, “It’s Official: Google Says More Searches Now on Mobile Than on Desktop.” Google said that.
So here we are again: another milestone. Another indicator the mobile has and will continue to rule the world! With mobile-only apps like Instagram and Snapchat not hitting stride, there is a lot of room for revenue. Mobile marketing companies such as Copley Advertising have tapped into supply-side app platforms like MoPub, Rubicon, Smatto and others, providing an endless sea of impressions available through their network. In 2017, mobile marketing will continue to move at breakneck speed. If medium and large companies have not allocated enough of their marketing budget, they will find themselves playing catch up.
Everything is a learning curve and for companies just getting into mobile (or yet to do so, in the future), they’re going to pay a much higher price than early explorers. As with any advertising and marketing system, it takes time to understand which aspects of mobile marketing make the most sense. Maybe a DSP that delivers impressions at a high rate of speed? Or a platform with granular reporting? Low CPM with high frequency? App placement by 1,200 impressions and no clicks? Android or iOS? There are just so many questions that can only be answered by taking the program out for a drive.
Plus, client’s goal projections need to be aligned as mobile is not (for the most part) a CPA-driven media outlet. Things like email collection are short-sighted. “Email is fine, but the goal is to engage the target to such an extent that we will have a major influence on both their long-term and short-term decisions.” states John Flynn, CEO of Copley Advertising.
While spending on mobile advertising is taking a larger chunk of companies’ advertising budgets, many are not yet adopting the right tactics. When starting to run mobile advertising campaigns, a company should consider working with a proven mobile marketing agency; this will help you find your targeted demographic and help your company become an important influencer in that target’s decision-making process. Once that formula is found, a funnel of prospective customers can be sent to a landing page to capture their mobile ID and retarget it with offers and quality content. This will increase short-term action and longer-term influencers and will do so by not only 2X, but 10X!
Or… you can buy a newspaper ad.
Copley Advertising is a mobile marketing company that uses the tools of mobile targeting and their worldwide relationships to help clients reach and influence their demographic. Call (617) 651-2249 or email [email protected].
]]>In our video, “How Staples Can Make Back to School Last All Year”, Copley Advertising lays out our plan to make engage back to school shoppers all year long.
First, Staples needs to geofence all stores during the back to school season. They can run video ads on tagged devices showing the top-selling (profitable) items. When a tagged device user clicks on the ad, they are taken to a landing page with an additional video ad featuring a chance to win a Staples “Spring Break on Campus” event. It will include an opportunity to sign up to receive free coupons throughout the school year, important tips on what students need to kick off their new year, how to get the most out of your academic experience and a Spring Break contest in which customer can enter to win with friends and host on campus: Staples Spring Break!
So, what have we accomplished? First, we tagged all in-store devices and if the user has seen an ad (impression), we download their ID to a Google Sheet. Second, if the tagged device user clicks on the ad, Copley Advertising places their ID in a retargeting program where the user will be served new creative immediately for up to 30 days after they leave the location; this helps ensure they didn’t forget certain (highest profit margin) items. If the device user signs up for the email program, Staples can send them newsletters with study tips, information about how working out affects your grades, advice for on-campus relationships, and more. This will help to make Staples a trusted agent with their audience. Then, when the occasional ad for a sale item is pushed it would no big deal. Oh… and don’t forget the big countdown to the Staples Spring Break! The winner will be able to win a large bash featuring Staple’s products on campus. The extensive video will be used to promote products featured at the event and a new landing page will be created, introducing people to ways they could be next year’s winner. Content, engagement, value, and trust time and time again. With a few small steps, you can easily keep clients engaged with your products and programs, all year long.
And remember the list of IDs that is captured when the tagged user views the impression (ads) during the back to school rush? Copley Advertising can create a look-alike model based on the demographic characteristics from the list, and increase the total pool to 2% of the US population. Then, we can drill down to store location, age, gender, interests and other demographic qualifiers. A/B testing of market areas, creative or products is only a click away.
Copley Advertising is a mobile marketing ad agency: we only do mobile. Any questions, please email [email protected].
]]>USA Today reports, “Millennials… have been shaped by a variety of influences, including the fact that they grew up with technology. An ethnically and racially diverse group and one that is highly educated but also under-employed, Millennials are generally optimistic and resilient but also stressed…”
Given the new reality, what are the options? Enter geofencing.
Millennial women’s smartphone is their number one screen. By geofencing an area, you can drill down to identify and target advertising to mothers’ smartphones. Then, running a video ad is an effective, efficient way to reach your target demo.
But where should you geofence?
Copley Advertising has found that parks with playgrounds (day-parted Monday to Friday, 8 am to 5 pm) is an excellent geo-target. It’s hard to pinpoint moms in a large group, but parks are great. We have a list of hundreds of parks with playgrounds in cities across the country with a large population of mothers. Copley Advertising geofences your geotarget—in this case millennial mothers—and places video ads in the tagged smartphones.
How does it work? Well, when the demo clicks on the ad, their device ID is placed in a retargeting folder. Once we have a critical mass of IDs, Copley Advertising can start a separate retargeting campaign. We have seen the click rate for retargeting campaigns run from 2X to 16X versus regular campaigns. Mothers today have so many ways of getting information—they’re really bombarded; tracking data can be a key tool for effective future campaigns.
But here is the real magic: moms network! When a mom clicks a video ad they are brought to a landing page that plays a 15-second commercial from the advertiser. It shows how the advertiser is supporting an environmentally cause or product. Moms are highly sensitive to environmentally-friendly products and Millenial. So, if they sign up for the newsletter updating how the advertiser’s campaign is going the advertiser will donate $1 to the campaign. This is so worth it for the client. In the upcoming newsletter, it will instruct moms to create moms for “xxx” groups to help the cause. Before you know it, you will be engaging your demographic for months. And moms will help you add other moms because of the tight-knit networking nature.
Archaic tools used to reach moms are simply no longer effective; with mobile geofencing, we have the new tools to meet and engage with a new generation of moms.
]]>Guess what.
“We have invaded their space in which they live and work, so it’s a much better use of our dollars,” the hospital administrator was quoted. “We’re not just throwing out a wide net and seeing who comes through the pipeline.”
Compared to traditional advertising John Hopkins found their recruiting cost has dropped significantly and were seeing three or four calls a week instead of no calls.
Copley Advertising has been using mobile marketing to help clients create an efficient and effective recruiting program that will engage your target audience and build and short term and long term funnel of candidates.
Our program uses:
Geofencing (client’s location)
Geo-conquesting (rival locations)
Geotarget (where the target candidate works and plays)
Video Ads (effective and allows your story to your candidate)
Retargeting (using stored IDs from engaged device owners)
Optimization (app placement, OS, A/B testing and other qualifiers)
Landing page (custom landing page with video ad to complete your story)
Taking large email list and converting them to device IDs and retarget the IDs.
Incentive programs (candidates leaves email to be updated with offers, bonuses, and new programs)
With these steps, you will be pinpointing the candidates you are looking for and have their email to further be a resource concerning the job market. Not only will you have short term candidates but will also have a pool of candidates that you have engaged and are comfortable with you to take the next step.
UPDATE – We just posted a YouTube video on recruiting nurses that has additional information. Click here to check it out.
Copley Advertising is a mobile-only company that creates mobile marketing programs. Please call (617) 651-2249 or email [email protected].
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Off-Campus Housing properties need to fill beds. The competition is fierce. There seems to an insatiable appetite for newer and better. But if there was an ability to meet the short term goals of filling units and create a consist pool of would-be renters that would be an interesting model.
Mobile Marketing can deliver that model. Here are some key aspects that mobile marketing uses to create a campaign for off campus housing properties.
Video Ads – The rise of video ads continues. The price has dropped and video ads are more effective than banner ads. Another important aspect is that they tell a story. Marketing is all about telling a story. By delivering your commercial to the tagged smartphones you can bring your property to them before they visit you.
The first week can be an introduction video commercial the second week could be commercial inviting device users to an event at your property and so on. After the device owner clicks on the video they are brought to your landing page to see the conclusion of the presentation. Copley Advertising is offering a video commercial in each tagged smartphone on campus. All user data (engaged IDs) is stored for future retargeting.
Geo-Conquesting – Your best demographic is students living in other off-campus housing. Even if the property is not in the targeted demographic the results we have seen is that the click rate is still between 2x to 6x higher than the average campaign. Plus delivering those impressions that engaged to the retargeting pool is key.
Data – Many mobile platforms ignore the data. Copley Advertising helps clients see that each target location has subtle differences. Drilling down to operation systems (Android or iOS), app placement (which apps are overperforming and which apps are underperforming) and creative A/B testing. This information changes from college to college. It’s extremely important that the information from the data guide the campaign. This will increase effectiveness and efficiency.
Mobile marketing is not about just geofencing. Copley Advertising has the tools and experience to put together a complete marketing program that will reach off-campus housing’s short term and long term needs.
Questions? info@copleyadvertising or (617) 651-2249.
]]>As students thoughts turn to the new academic year, Higher Education Marketers naturally look for ways they can target college students and entice them to consider their campus for their courses. With smartphone usage becoming almost synonymous with students at nearly all levels of education, geofencing to target specific demographics such as student populations or specific student personas is a tactic that should be considered, especially by those with limited budgets.
The Numbers Stack Up
Considering that many college student’s lives revolve around their smartphones with over 6 out of 10 students claiming to regularly use apps for games (73%), music (67%), entertainment (64%) and social networking (64%), it is easy to see that college students are spending more of their time on mobile devices than ever before, and this is at the expense of computer access, TV’s, e-readers and handheld gaming devices.
Kristin Kollbaum director of marketing and communications at Northwest Iowa Community College saw these figures and decided to give geofencing a try to fill the newly created Certified Nursing Assistant (CNA) classes at the nearby Sioux Centre Hospital (SCH).
She began by setting up a geofence which targeted people within a 60-mile radius of SCH, ensuring that when people within this boundary went online they would be presented with ads about the CNA course and job placement.
With a small budget of just $1,200, Kollbaum achieved a 0.73% click through rate which resulted in 35 people attending an informal meeting about the course and two classes being run that year. A phenomenal effort for a small campaign and budget that was run in an area of low unemployment which typically made filling these positions a difficult task.
How to Leverage Mobile Targeting Capabilities to Reach Student Audiences
Geofencing is most definitely a game changer for Higher Education Marketers. By drawing virtual boundaries around physical areas and combining this technology with the layering of specific lists of websites relevant to apps which your target demographic are likely to use, marketers are able to build custom audience profiles and provide specific, targeted messages that are much more likely to be acted upon than more traditional forms of advertising and communication.
Serving ads or messages to students while they are at a specific location keeps your institution’s offerings well within reach and at the forefront of their mind when it comes to course applications. Just as we outlined in a previous post, secondary action – meaning people who take some sort of action after seeing an ad are more than twice as likely with geofencing, and students are no different.
Pinpoint the Students You Want
As colleges grow and almost resemble small cities with sports stadiums, shopping malls, and restaurants, it also becomes easier to target students with specific interests. The ability to geofence all or just part of a college campus such as the sports stadium or restaurant frequented by a particular set and couple that information with a list of websites, along with times that people are using that facility and a number of other variables, allows marketers to become very specific about who will be presented with their offer. It also allows you to reach out to your specific student personas with a ‘personal touch’ and gives you the ability to tap into what that individual may already be considering in terms of further education and present your institution as an option that should be considered.
By providing your college’s options to relevant students at the right time you’re increasing the prospective student’s trust in your organization and developing trust in your institution is certainly one of the first steps towards recruiting graduates. Furthermore, as Generation Z and Millennials have grown up as digital natives, many now have come to expect, even welcome, personalized and targeted campaigns, seeing these as an expression of a college’s willingness to put their individual needs and motivations as a priority.
With well over 86% of all students owning a smartphone and almost half owning a tablet, and these figures rising year on year, geofencing and specific, targeted campaigns that make the most of your student personas and dollars are certainly worth thinking about.
Copley Advertising has a team of geofencing experts who are able to help you create an effective campaign that targets the student personas identified by your institution. They can do all of the technical work for you and make the magic happen. Have questions? [email protected]
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