SENTINEL

Services we provide:

  • Discovery
  • Strategy
  • UX/UI design
  • Website development
  • Kentico implementation


About Sentinel

Sentinel is one of the largest employee benefits providers in the Northeast with 4,000+ clients and more than 250,000 plan participants. Sentinel partnered with SilverTech for their website redesign to accentuate their competitive advantages to other providers and strengthen brand messaging and company culture online. Additionally, they wanted to highlight Sentinel as a one-stop-shop benefits provider for employers and employees. Sentinel sought SilverTech’s expertise to create an experience geared towards the individual including storytelling elements through iconography, lifestyle-type imagery, and testimonials on their website.

The Process

Sentinel chose SilverTech’s recommendation of Kentico for several reasons. What appealed most to them was the easy-to-use interface for content editors, the ability to tag content clearly and effectively for multiple user groups, varied ability levels/place in the sales funnel, and the platform’s marketing automation abilities. Since the main goal of this website redesign was to create lead generation, the power and customizable functionality of the Kentico CMS coupled with the easy-to-use personalization and marketing automation features was a no brainer for Sentinel.

The Challenges

SilverTech faced several challenges throughout working on this project. One of the pains of Sentinel’s old site was that the homepage was difficult to use, asking users to act before understanding who Sentinel is. The new website clearly communicates the Sentinel brand before asking users to act. Another challenge that SilverTech faced was placing educational materials and related resources in a location and manner on the website that would be the most beneficial to users. This would make it easy for users to find information on their own and eliminate the need for Sentinel to send users direct links to the information. Sentinel loves the new website and SilverTech was able to address all the challenges of the old website.

DOWNLOAD FULL SENTINEL CASE STUDY

RESULTS

20%
Increase in user engagement in the first 30 days post launch
25%
Increase in new users

How Geofencing Can Deliver Personalized Experiences and Maximize Your ROI

By: Lindsay Moura | 3/19/25

Geofencing is a powerful ad targeting option that offers personalized ways for brands to connect with their audience based on real-time location data. By setting up virtual boundaries around specific geographic areas, brands can deliver personalized ads to users' mobile devices the moment they enter or exit those zones. This allows businesses—such as retailers, restaurants, and financial institutions—to engage potential customers in a highly relevant and timely manner, enhancing their overall experience with that brand.

 While geofencing unlocks exciting possibilities for personalized experiences and location-based marketing, the implementation of it requires careful consideration including ad channel selection and associated costs.

Let’s dive into how to navigate these factors so you can make the most out of your advertising dollars.

Maximize Reach with Geofencing

Choosing the Right Advertising Channels

Not all digital platforms offer the same level of geotargeting precision, so businesses should strategically channels that align with their needs and goals. Some platforms like many programmatic vendors support highly specific targeting, while others such as Meta (Facebook and Instagram) work best for broader geographic areas (especially if your organization is within a regulated industry such as healthcare, financial services, and others). By leveraging a mix of channels—such as mobile apps, social media, and programmatic advertising—you can maximize your reach and ensure your ads are visible to the most relevant audience.

Optimizing Consumer Engagement

Crafting well-timed, relevant, and non-intrusive messages ensures that consumers find value in the ads rather than seeing them as disruptions. Marketers who focus on personalization and strategic timing of their targeted geofence ads can significantly enhance user interaction and brand perception.

Strategic Budgeting for a Strong ROI

Smart Investment in Setup and Maintenance

While launching a geofencing campaign requires an initial investment, businesses can optimize costs by partnering with the right advertising platforms and automation tools. Continuous monitoring and data-driven optimizations help ensure that campaigns remain efficient and cost-effective, delivering maximum return on investment. 

Balancing Cost with Precision 

Geofencing enables businesses to target high-value locations, making every ad impression count. Competition for prime locations (such as major metropolitan areas and cities such as Chicago, Times Square, and Las Vegas) can drive up costs, so be sure to refine your targeting strategies to focus on areas with the highest conversion potential for you. A well-planned bidding strategy ensures that regardless of your budget, you can compete effectively, even in those high-traffic locations. 

Optimizing Ad Placement and Frequency 

Finding the right balance between ad visibility and audience experience is key to geofencing success. Thoughtful ad placement strategies can help you reach customers without overwhelming them. Be sure to analyze engagement patterns throughout the duration of a campaign and fine-tune the ad frequency to maintain interest while also preventing ad fatigue. It is all about creating the sweet spot of strong ad visibility and market saturation without becoming an annoyance. 

Proven Success

At SilverTech, we work with our clients to develop and executive strategic marketing campaigns, often incorporating geofencing as part of the strategy.

For example, an organization wanted to reach individuals attending a conference at a highly trafficked convention center.

  • The Challenge: Minimize wasted spend and only target relevant attendees of the conference.
  • The Approach:Set up ads geofence targeting the convention center while also laying on other custom audience parameters to ensure we were only reaching individuals who were attending the 4-day conference.
  • The Results: Generated over 1.1K clicks on the digital ads with an above average click-through-rate (CTR) compared to other media.

Conclusion: Unlocking the Full Potential of Geofencing 

Geofencing can be a game-changer for businesses looking to connect with consumers in real-time based on their location. By delivering relevant and timely ads, brands can enhance customer engagement and drive conversions. While there are considerations regarding platform reach and budgeting, businesses that approach geofencing strategically can maximize its benefits. 

With a well-planned approach, geofencing becomes a highly effective tool for many industries such as retail, financial services, and local businesses. By leveraging its strengths and addressing its challenges proactively, you can create impactful, location-based advertising campaigns that drive measurable success.

Need help crafting the right geofencing strategy? Need an advertising partner to manage this type of campaign or other ad campaigns? Learn more about our advertising services and contact us to get started.


Meet the Author: Lindsay Moura

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