Ridgecrest Senior Living Case Study

Campaign Optimizations: Geofencing and HR Recruiting

• Campaign Timeline:
  • October 18th to Feb 20th (4 months)
• Goals
  • Nursing Staff Hiring/Recruitmens
  • Campaign Optimization
• Tactics:
  • Competitor Geofencing
  • Addressable Geofencing (addresses of nurses)
  • Social Media Marketing
• End Results:
  • More than 1 Million impressions, 1,778 clicks, 24 actions and
  • CTR of 0.17%
  • 1500 users served ads
  • 300 engaged on Social Media posts
  • 4,000 new users on the website

Canopy IQ Analytics: Geofencing and HR Recruiting

Successful campaign performance and optimization requires a dedicated focus on transparent analytics and reporting.

Impression and click reporting provide us with a comprehensive view into campaign performance and month over month budget and pacing. Leading with data enables rapid, concentrated optimizations which help achieve community specific goals.

Accurate campaign pacing allows us to recalibrate and adjust the goals we set for each community campaign. Campaign data also gives us tactical insights into macro trends and other non-controllable factors that can impact campaign performance.

Comparing delivery rates over extended periods of time help us avoid potential campaign roadblocks and implement best practices.

Canopy IQ Analytics: Geofencing and HR Recruiting

Based on budgets and targets we determined that a successful campaign had to require specific KPIs:

• Geofencing: 130K impressions and 130 clicks per month
• Addressable Geofencing: 60K impressions and 60 clicks per month

Geofencing Can Be Deployed In Three Simple Steps

#1: A virtual Geofence is drawn around a pre-determined target area

#2: smartphone ID’s are captured in the Geofence when prospects load apps or websites

#3: Devices are targeted with ads while in the Geofence or up to 30 days after leaving the fence