Case Study: Geo-Targeted Out of Home and Digital Campaign

Connect360 designed a highly targeted three-month English and Spanish Out of Home plan to reach their audiences where they live, work and shop.  English and Spanish creatives were strategically placed on buses, shelters and posters to drive campaign awareness where there is the highest concentration of their target population – down to zip code.  Many placements were chosen based on locations near parks to direct residents to public areas where they can focus on their health and well-being.

  • Client: National health-related nonprofit
  • Objective: Empower individuals to take care of their “whole” health by incorporating healthy lifestyle habits physically, emotionally, mentally and spiritually
  • Target Audience: Low- to mid-level Household Income (HHI) families in two cities, adults 18+ primarily Hispanics and African American in two local markets

Strategy & Results

Combined English & Spanish Results:

  • 222 placements including Posters, Buses and Transit Shelters
  • 31+ million impressions
  • Exceeded impression benchmark by 10+ million

The integrated three-month digital approach included:

  • Targeted video pre-roll: Multicultural and hyper targeting helped reach intended video viewers with a customized call-to-action button directly them to the campaign landing page.
  • Behavioral and retargeting technology: A cross device English and Spanish digital marketing display campaign was created to precisely reach residents in the two markets.  Demographic profiles were layered in to encourage online users to the campaign landing page (e.g., low- to mid-income level individuals with an emphasis on Hispanic and African American communities).

Combined English & Spanish Results:

  • 7+ million combined online audience impressions
  • 6,170+ relevant clicks to the website
  • 3+ million video views

About The Author

Julie Ellman

Julie Ellman is a Partner and Senior Vice President at Connect360 Multimedia in the Bay Area office. For over 25 years Julie has been a strategic media counselor for all types of nonprofits, associations, government organizations and PR/marketing firms.

About Connect 360

Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.

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