WE Communications | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations
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WE Communications Contacts
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| Holly L. | Vice President, Technology Sector | CA | ||||||||||||
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| Caitlin V. | Senior Account Executive | CA | ||||||||||||
| Jason C. | Senior Vice President, Business Development | CA | ||||||||||||
| Maile L. | Senior Vice President | CA | ||||||||||||
| Mike S. | Executive Vice President, Content & Channel Strategy | CA | ||||||||||||
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WinmoEdge
K-12 Administrators Opps: PowerSchool names marketing chief amid digital spend increases (Score 50)
Tibco. In his new role, Studer has been tasked with creating and implementing a strategic marketing plan for PowerSchool. He will also manage corporate communications, solution marketing and demand generation. PowerSchool offers a variety of edtech services for K-12 school systems.
According to Pathmatics, PowerSchool earned 3.6m impressions YTD through mobile display ads (95%) and desktop display ads (5%). It placed the majority (99%) of these ads directly onto sites such as cargurus.com, washingtonpost.com, pof.com, cnn.com, milb.com and latimes.com. It placed the remainder (1%) through multiple indirect channels onto sites such as horoscope.com, wsj.com, hollywoodlife.com, tarot.com and mysavings.com. It spent around $46.9k on digital display ads YTD, a 41% increase from $33.2k spent in this channel during the same time period of 2021. Full-year spend jumped from $2.1k in 2020 to $130.4k in 2021.
Per iSpot, PowerSchool spent around $18.5k on national TV ads in 2021 during programming such as Fast Money Halftime Report, Squawk Box, Squawk on the Street, TechCheck and The Exchange. This is the only reported national TV spend data for the company.
Sellers-- PowerSchool targets K-12 administrators primarily through digital display ads. The company has been steadily increasing digital spend over the past two years, and I see no reason to believe it will not continue adding dollars to the channel. The company aired its first TV ads in 2021, but it did not allocate a large portion of its budget toward the channel. Remember, the new CMO will implement some new strategies as soon as he has time to put together a game plan. Sellers should start reaching out for more information so that you can offer relevant ad space.
Agency & martech readers-- Get in touch with the CMO soon to secure top priority because he may outsource some of his new duties. He also might review the company's relationship with its PR/communications partners WE Communications. Be sure to include any education experience you have in your pitches.