Geofencing – Recruitment – Nurses

NPR recently reported that John Hopkins All Children’s Hospital in St. Petersburg, Florida was turning to geofencing as a tool to recruit nurses.  They’re targeting nurses at rival hospitals (geo-conquesting) and their homes (geotargeting).  After years of trying newspapers, radio and recruitment firms John Hopkins decided to go another route.

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 info@copleyadvertising.com.

 

 

Geofencing – Off-Campus Housing

Mobile Marketing is a perfect fit for companies that own off-campus housing properties. College students are a great demographic for geofencing. The expansion of mobile capabilities and tracking have allowed mobile marketing companies to be creative in their approach to client’s needs.

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.

Geofencing – College Students

How to Target College Students on Campus

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? info@copleyadvertising.com

Geofencing: Car Dealerships

The implementation of geofencing in car dealership’s marketing programs has been talked about for some time now, but it’s only in recently that the technology has allowed programs geared to the car and truck industry.  Geofencing uses GPS/RFID technology to create geographic boundaries. When a mobile phone enters the target area the desired the phone is tagged and Copley Advertising has the ability to place ads on the smartphone.

The mobile phones of users would be targeted when they enter the auto dealerships.  The customers will be informed of the top deals that they might have missed and special mobile offers. The sales team may not have enough manpower to attend to every single customer that walks in, but mobile geofencing ensures no customer is left without a pitch being made.

The most powerful program for auto dealers is geo-conquesting.  Copley Advertising can geofence all competing car dealerships and tag smartphones in the dealership.  As customers are on the smartphones they will see your ad.  Call to Action creative can include weekend only rebates and call before you buy.  Plus if the tagged user engages with the ad we can capture their ID and place it in our retargeting folder.

Marketing campaigns can also be launched to targeted neighborhoods that are within close proximity of the auto dealerships. A seven-mile geofence around each dealership is recomeneded as over 80% of the dealership customers live within seven miles of the dealership.

Geotargeting also allows a car dealership to target customers based on demographics. For example, used cars might be targeted to students living on a college campus, whereas family based neighborhood advertising an SUV might make more sense.

The targeted nature of geofencing allows car dealerships to place themselves on the map without putting a big dent in their spending budget.   Email us at info@copleyadvertising.com to learn more about Copley Advertising geofencing programs for car dealerships.

Geofencing: Trade Shows

Excitement bubbles through your veins. You’ve spent months perfecting your product. Now, it’s time to present it to some of the leading retailers and angel investors at a trade show. Reality hits. Thousands of other startups are also trying to grab the attention of these instrumental people.  You have to find a way to lure them in…a way to stand out and get them to pay attention. Geofencing is your answer. The following tips can help you leverage the power of geofencing at your next trade show.

Have a Clear Call to Action

Location based advertising feeds impulsive decisions.  Your geofencing ads should, therefore, have a clear call to action. Someone who enters your chosen geofence and sees your ad should, for instance, be prompted to utilize a discount coupon at your booth. It’s about getting the user to make a clear decision related to your brand in the moment.

Don’t Bombard Users

Geofencing is location based. However, avoiding the temptation to bombard potential customers with redundant messages is crucial. For instance, someone who has already entered the geofenced area shouldn’t constantly receive the same message every time he or she reenters the area.  Using routing algorithms to help people who have seen your ad find the fastest route to your booth is your safest bet.

Use the Data

A myriad of consumer behaviors is captured by geofencing. Some of this data includes: where consumers spend the most time at the trade show, the aspects of your booth that generate the most interest, and the amount of foot traffic you’re actually getting.  Using this data wisely helps you make informed decisions.

Trade shows are often expensive investments. Geofencing is one strategy that you can use to maximize your ROI at trade shows. Having a clear call to action, avoiding redundancy, and using the data you receive wisely can help you make the best use of your geofencing campaign. Copley Advertising has a team of geofencing experts who can help you create the best geofencing campaign for your next trade show appearance. Email us at info@copleyadvertising.com

Geofencing: Recruiters

Geofencing is being used effectively by small and large retail businesses to attract customers and promote their products to specific groups in a personal and timely way that provides great results. With over 65% of consumers opening the push notifications they receive, and geofencing campaigns experiencing a 70% higher click through rate compared to standard ads as discussed in a previous article, it is no surprise that corporate organisations and health care providers are finding ways to use geofencing to target and recruit the best talent available for their businesses.

Target Talent

According to Glassdoor HR statistics, job location is one of the top 5 considerations of prospective employees when considering new employment. Corporate organizations – from accounting firms to transportation and logistical firms, even hospitals are using geofencing to find and reach out to the right candidates with some great results.

By reaching out to a target audience – one that is exhibiting signs they are ready to change roles through their web search history, purchasing activity and other internet use behaviors – with geofencing these companies have been able to increase the expertise within their business relatively easily.

For example, Holland Trucking needed more drivers for their workforce. With a limited recruitment budget they chose to send targeted ads with geofencing – their adverts had a quick link to the company’s job application webpage and was sent to prospective candidates within a five-mile radius of specific truck stops along one of the company’s major routes. The campaign resulted in increased traffic to their employment pages and better recruitment results for the business.

Reduce Costs

Bersin by Deloitte states the average cost to fill an open position is $4,000 and that takes around 52 days to find the right person.

High-Value Employee Targeting with geofencing can drastically reduce the cost of finding the right people for your business. A case study of an Atlanta-based health care provider looking for nurses is a great example of this. The healthcare provider and their marketing team decided to geofence other top rated medical facilities and send messages to relevant staff about the job openings reaching a targeted area with over 21,000 impressions.

Comparing the average cost of a geofencing marketing campaign and the time it takes to find the right people for a vacant position with traditional recruitment methods, it’s no wonder that larger corporations and health care providers are turning to geofencing, making it an innovation that is set to stay and become common practice within the recruitment sector.

Attract Top Talent to You

Rather than trawling through the thousands of resumes on recruitment websites, geofencing allows employers to target the talent they want and have them get in touch with them. Quite obviously, this saves a lot of time and hassle for the business. It is becoming commonplace for corporate and healthcare organizations to use technology to target the talent they need to keep their companies ahead of the competition – and geofencing is at the fore of this.

Recruiters can use geofencing to place ads around workplaces, universities, banks, hospitals – the list is virtually endless. Getting targeted messages to the right audiences has shown to give noticeable impact to recruitment campaigns when other approaches simply aren’t providing the results needed.

Copley Advertising has a team of geofencing experts who are willing to help you create an effective recruitment campaign. They can do all of the technical work for you and make the magic happen.  Have questions?  info@copleyadvertising.com

5 Sure-Fire Ways to Earn More with Geofencing

Reaching customers where they are with what they need is the fundamental principle of geofencing.  Earn more. Win big. Geo-fencing strategies provide a targeted approach to digital marketing that helps businesses win new customers. The biggest earners in the geofencing space, however, practice these sure-fire ways to boost their ROI.

Be Strategic

Geofencing can be likened to a game of chess. Make the right moves and you’ll be able to defeat your opponent.  Think carefully about geofencing placement. Some businesses have used the diversion approach where a geofence is placed in the broad region surrounding a competitor. A customer who enters this region would receive notifications with deals and coupons from your store. Enticed by these deals, the customer will choose to purchase from your store instead of the competition.

Using the right size for your geofence is another way to be strategic.  For instance, if your product is sold in a large department store you may want to place a geofence around the product’s shelf space. Also, if you are building a campaign to sell a specific product line, it would be wise to create a geofence around that specific product’s location instead of around the entire store.

Population Density is Important

Your aim is to reach a large number of people who are more likely to make buying decisions.  It is fair to assume that the larger the geofence, the larger the audience. However, you want that audience to include people who are more likely to make the impulsive decision to visit your store. Shops in busy urban areas, therefore, benefit more from a smaller geo-fence. Conversely, stores in rural areas, where people are willing to drive miles to get what they want, benefit more from a larger geo-fence.

Use Wi-Fi instead of GPS

GPS drains battery life. Apps that are programmed to use geofencing with Wi-Fi and cell tower information fare better with users.  Although GPS provides a more accurate picture, Wi-Fi preserves battery life. The latter is more important to a consumer.

Don’t Bombard the User

Let’s set the record straight. Customers in your geofence mailing list should be those who’ve opted into receiving location-based notifications from your company. It’s the ethical thing to do. Be considerate. These people don’t want to be bombarded by messages overselling your company. If they are, they’ll have no problem instantly deleting your app.  Provide each customer with relevant and timely messages.  Too many messages paint your brand in a negative light.

Use Geo-Fencing with Other Location-based Targeting Strategies

Geofencing is a useful tool.  However, it has its limitations.  One of its greatest limitations is its need for user participation. If the feature isn’t activated on the user’s device, no results will be produced. You could follow all the aforementioned tips and get abysmal results. Therefore, geo-fencing shouldn’t be used in isolation. Instead, it should be used with other location-based marketing strategies, such as beacons.

The team at Copley Advertising consists of geofencing experts.  We know how to effectively use these sure-fire tips to help you get the highest ROI. Trust us to help you create a strategic, relevant, timely and user-friendly geofencing campaign. Questions? Email info@copleyadvertising.com to receive our presentation (What is Geofencing?).

Optimization – Operating Systems

Tracking click rate for mobile OS is a key part of optimizing a mobile campaign.

There are many factors to consider when trying to optimize a mobile campaign.  Drilling down to OS will show the break out between iOS and Android.  Copley Advertising has seen a three to one gap in click rate.  If this is the case then testing a cloned campaign and white listing the OS with the highest click rate may see a significant rise in CTR.

When we ran a test campaign which cloned the original campaign and then whitelisted the OS with the highest CTR. Copley Advertising found a 25% lift in the click rate across the board. By whitelisting the OS system, we increased net click rate by 20% for the entire campaign.

There is a movement to gear campaigns to iOS only.  We have seen 3 to 1 click rates in favor of iOS and some in favor of Android.  With Android impressions being cheaper finding Android skewed data may be a bonus.

If the advantage is 25% or less then looking at placement is a better way to go as you can choose which iOS and Android apps are working and which are not.

Copley Advertising uses a mobileDSP platforms to reach your mobile marketing goals.  We use programmatic buying but we believe that algorithms are good but knowing each campaign on a granular level is important.

Interested in mobile geofencing?  Email us at info@copleyadvertising.com.

 

 

 

Adwords vs Mobile Geofencing

Over the last four years, I have explained to over 1,000 clients the difference between Adwords and Mobile Geofencing.

Adwords is a great tool and now has the ability to geotarget a location and place ads in mobile apps. Adwords has made a strong splash in mobile marketing.

One of the issues Adwords has is that it needs a lot happen in order for the mobile impressions to be delivered to the correct demographic in the right geotarget. A trained Adwords agency can pull all the right levers and make this happen but there’s a small room for error. One error and impressions can be delivered to a location thousands of miles from the target.  The feedback can take days and Adwords doesn’t report in real time.

Google is always changing their algorithms and one day a cost per click may be $1.00 then it is $2.00 then back to $.80. A dedicated Adwords agency can manually track and change the cost per click on at least a daily basis to ensure your total pay-per-click rate is reasonable.

Mobile geofencing is clean. The geofence is set around a location (lat-long). Then tags all the Smartphones in that location. A filter can be put in place to target the desired demographic (age and gender) or behavior.   There is a 1% chance of the wrong demographic seeing your ad. When the tagged user leaves the geofence they will still see the ad for up to 30-days and their phone ID will be placed in a retargeting folder for future campaigns.  Mobile campaigns can change locations, creative and goals in real time.

The big differences between Adwords and Mobile Geofencing boil down to that mobile geofencing has:

Robust Retargeting – the ability to capture an ID of a targeted user that clicked on the creative and then retarget the user after they leave the geofence for 30 days or more.

Realtime – Realtime A/B testing, real-time creative changes, real-time target changes, real-time reporting and many other examples.

Behavior Overlays – Target by age, gender, hobbies, type of car you own, shopping preferences and many others.  When you download an app you are giving permission for that company to download a tremendous amount of your personal information. So basically your are opting into a mobile program.

The mobile world is running fast.  And (I’m not kidding) new abilities are happening almost weekly.  So if you are big Adwords user you are in good hands.  But you may want to set some money aside and start a few mobile geofencing.

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John Flynn is CEO of Copley Advertising. He has been seen in Forbes, Business Insider, Slate and other publications.  Copley Advertising has a DSP Platform that uses programmatic buying, retargeting and optimization (app click, time of engagement, operating system whitelist). To learn more about geofencing please email: jflynn@copleyadvertising.com or call (617) 651-2249.