Critical Mass, Inc. | Agency Profile, Contacts, AOR, Client Relationships

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Campaign Imminent: DePaul University taps new media AOR

After a review, "Here, We Do" campaign, which marked the university's first major marketing initiative since 2011. 

In February, DePaul also hired associate campaign management director Katherine Hapeman, who previously served as Northwestern University's assistant research and development director.

Sellers should expect spend to spike this summer and during the upcoming school year's back-to-school period. DePaul's target demographic consists highly of local community and business leaders, along with potential undergraduate and graduate students (millennials and Gen-Z). Per Kantar, it typically uses digital, TV, outdoor, print, sponsorship and social.

According to iSpot, a YTD national TV spend of $111,433 has targeted men (see chart right). Its TV spend primarily spikes during Q1 and Q4, and its 2018 spend increased to $257,449 from that of $191,541 in 2017.

Within the past 12 months, Adbeat reports that the company has spent $1.1 million on digital display placed mostly through Taboola (57%), Google (27%) and TribalFusion (14%) onto site destinations such as rare.us, thoughtcatalog.com, msnbc.com, slate.com and theblaze.com. Since DePaul spent $400,000 during the year prior, expect spend to continue rising.

Agency & martech readers -- while reviews normally follow one another, DePaul seems content with its current creative shop, which hasn't hit average agency tenure (3 to 4 years). Prospect elsewhere.