SpringCreek Fertility — Campus Targeting Launch Brief

Campus-Targeted Google Ads — Egg Donor Recruitment

Geo‑refined delivery to college addresses within fixed radii to improve lead quality, CPL, and conversion‑to‑qualified rate.

Objective

Launch precision, campus‑only targeting around SpringCreek’s Dayton, Columbus, and Cincinnati/NKY clinics to evaluate quality and conversion lift versus metro‑wide delivery. The plan prioritizes high‑volume universities with supporting coverage at community and private/residential campuses.

Targeting Framework

Location scope: Campus addresses and high‑density student housing within set radii of each clinic.
Radii: Dayton 25–35 mi; Columbus 20–30 mi; Cincinnati/NKY 20–35 mi.
Bid strategy: +10–20% within 10 miles of each clinic; +15% in Mason/West Chester.
Segmentation: Separate campaigns/ad groups by metro and Tier‑1 universities for clean readouts.
Dayparting: Emphasize 5–11 PM and weekends.

Campus Prioritization

Tier	Targets	Rationale
Tier 1 — Major Universities	OSU (Columbus), UC (Cincinnati), UD + Wright State (Dayton), NKU (Highland Heights)	Highest volume potential and strongest test sample for quality/conversions.
Tier 2 — Community Colleges	Sinclair, Columbus State, Cincinnati State	Lower CPC, strong local reach; efficient incremental volume.
Tier 3 — Private/Residential	Xavier, Capital, Otterbein, Wittenberg, Cedarville, Thomas More, Mount St. Joseph	Smaller volume; typically efficient CPL with creative tailored to student motivations.

Regional Targeting Overview

Dayton Metro — SpringCreek Fertility

Clinic: 7095 Clyo Rd, Dayton, OH 45459 · Radius: 25–35 miles (+10–20% within 10 miles)

Primary: University of Dayton; Wright State University

Supporting: Sinclair (Dayton + regionals), Wittenberg, Cedarville, Central State & Wilberforce (HBCUs), Antioch

Columbus Metro — SpringCreek Fertility

Clinic: 6760 Avery Muirfield Dr, Suite A, Dublin, OH 43016 · Radius: 20–30 miles (Tier‑1: Dublin, Hilliard, Upper Arlington, OSU corridor)

Primary: The Ohio State University; Columbus State (Downtown + Delaware)

Supporting: Otterbein, Capital, Ohio Dominican, Franklin, Mount Carmel College of Nursing, Denison, Ohio Wesleyan

Cincinnati Metro — SpringCreek Fertility

Clinic: 9313 Mason Montgomery Rd, Mason, OH 45040 · Radius: 20–35 miles (incl. NKY) · Bid: +15% Mason/West Chester

Primary: University of Cincinnati; Northern Kentucky University

Supporting: Xavier, Cincinnati State, Miami (Oxford + Regionals), Mount St. Joseph, Thomas More

Northern Kentucky Extension

Counties: Boone, Kenton, Campbell · Core ZIPs: 41042, 41018, 41011, 41071, 41075, 41076 · Anchors: NKU, Thomas More

Ad Structure & Creative

Campaigns: One per metro + dedicated Tier‑1 university campaigns.
Creative themes: Empowerment, altruism, transparent eligibility & time commitment, program credibility.
Formats: Search + PMax (audience signals built on donor‑intent keywords and campus URLs), Display/YouTube geo‑fenced to campus zones.

Measurement Plan

Tracked events: Lead form, application submission, phone calls.
Primary KPIs: CPL, conversion rate, qualified‑lead rate, campus‑level performance.
Optimization cadence: Weekly reallocations; 60–90 day evaluation for scale decisions.

Final Pre‑Launch Checklist

Geo targets imported (campus polygons/radii) and verified
Ad schedules set (5–11 PM + weekends emphasis)
QA of landing pages & tracking (UTMs, pixel, GA4 events)
Budget split by Tier and metro confirmed
Compliance review complete