SURGE IN SEASONAL DONATIONSHighly targeted geo-fencing strategy yields

A Display Advertising Case Study

Industry: Children’s Hopsital

Market: Kansas City, MO

Case Date: November 2016

Services: Comprehensive pediatric health care

Company OverviewThis local hospital is the only free-standingchildren’s hospital between St. Louis and Denver. For years, this award-winning institution has been providing comprehensive care for patients from birth to 21 years of age. Services range frombasic pediatric care to complicated surgeries and even cancer treatments.

ObjectivesEach year, an event known as #GivingTuesday happens the Tuesday after Thanksgiving. This client wanted to raise awareness for the hospital in the weeks leading up to #GivingTuesday 2016, and encourage consumers to make donations to the hospital.

SolutionsAlong with social and radio campaigns, which the client ran separately, we crafted a display strat-egy that would target affluent consumers in the Kansas City metro area. Geo-fence locationsprimarily consisted of large local corporations and high-end neighborhoods. Additionally, because #GivingTuesday encourages consumers to save some of their Black Friday dollars for a higher cause, we targeted major retail areas and shopping centers to capture consumers who were out shopping. To supplement our geo-fencing efforts, we also deployed a targeted list of keywords centering on phrases regarding charities, fundraisers, and Black Friday deals.

ResultsThroughout the short duration of the campaign, which ran from November 23rd through Decem-ber 1st, the client saw an average click-through rate of 0.2%, and we were able to directlyattribute 35 unique donations to our display campaign. Overall, the hospital raised a total of $18,000, compared to just $6,000 the year prior. They saw a corresponding increase in thenumber of gifts, which jumped from 42 in 2015 to 139 in 2016.

BOOSTED COMMUNITY REACHLocally-targeted display strategy results in

A Display Advertising Case Study

Industry: Nonprofi t Council

Market: Kansas City, MO

Case Date: April 2017

Services: Public education, regional research& planning, resource allocation, etc.

Company OverviewNonprofi t association of city and county governments and the metropolitan planning organization for the Kansas City region. Made up of elected offi cials, they serve nine counties and 119 cities. They promote and developregional solutions for their communities.

ObjectivesThe focus of this campaign was to increase theawareness of May as National Bike Month. Thisorganization is a major advocate in the region. With their impact on other regional transportation initiatives, this was the perfect opportunity to add an additional layer of promotion for green transportation.

SolutionsThis campaign ran for 60 days and targeted bicycle buyers at local bike shops around the KC metro area within the age range of 25-54. This included 21 area bicycle shops that weregeo-fenced. Additionally a keyword strategy also ran for searches related to types of bicycles, community cycling events, cycling competitions and races, etc.

ResultsThese two campaigns performed very well in our goal of gaining local reach. Using click-through rate as our primary measurement of success, we delivered a total a 353,312 impressions with 554 clicks, garnering an overall click-through rate of 0.16%. Compared against a national average of 0.04%, this was a very successful campaign in the eyes of the client. The geo-fencingcampaign reached 173,825 impressions with 313 clicks and an overall click-through rate of 0.18%, while the keyword campaign reached 179,487 impressions with 241 clicks and an overall click-through rate of 0.13%. The total reach of the campaign was over 5,000 unique devices.

HIGH PATIENT ACQUISITIONAll-encompassing digital strategy results in

A Digital Marketing Case Study

Industry: Mulit-specialty hospital

Market: Overland Park, KS

Case Date: March 2016

Services: Weight loss surgery, spine surgery,pain management, podiatry, orthopedic surgery, etc.

Company OverviewOpened in 2010 as a post-operative care clinic for weight loss surgery patients, this multi-specialty surgical hospital now has eight locations across Kansas and Missouri, with specialties ranging from wight loss surgery, to spinal care & surgery, to pain management.

ObjectivesAs a growing hospital and specialty clinic, the initial goal was focused on driving in-offi ce consultations for weight loss patients. As the campaigns have continued, their goals have expanded to monitor foot traffi c across all services and clinics, with an emphasis on generating quality website traffi c and leads.

SolutionsTo begin, we utilized location-based display ads to target weight loss centers and specifi c zip codes that had a propensity for a higher percentage of obesity with general weight loss messaging. As we learned more about the specialties the hospital provides, additional digital services were added, including organic Facebook and Twitter posts daily, paid search across all specialties the hospital offers, additional strategy updates to the location-based display campaigns, and search engine optimization and content development on their website. We continue to optimize the strategies in place based on need for each market with clinic locations, as well as based on initiative of the hospital. Geo-fencing weight loss centers and a few specifi c high performing zip codes continues to be a strong strategy, but we have also added in geo-fencing chiropractic and other spine centers, pain and migraine clinics, neurology and bone and joint centers, as well as keywords targeting all services, etc. Additionally, we’ve created infographics for use on the website and social media pages, enhancing and optimizing the website content and code for higher rankings in the eyes of Google, and revising creative for all services advertised on a quarterly basis.

ResultsIn the fi rst four months of the campaigns focused on weight loss foot traffi c, we drove on average 25 people per month to their Kansas City clinics for consultations and procedures. Following the addition of organic social posts, search engine optimization, and paid search, we have consistently increased traffi c to the website month over month, while maintaining a healthy bounce rate of 48% and increasing a user’s time on site by 45 seconds on a monthly basis. Lead volume has increased from 40 leads a month to 100+ leads monthly across all services. These leads come from all sources that iFocus has control over, including paid search, social, and lo-cation-based display. Continuing to track foot traffi c, we have seen an increase of 300+ average monthly visits to their locations in all four markets for all services. Social traffi c has assisted in creating an additional 300 likes to the their Facebook page and an average reach of800+ unique consumers.