Colle McVoy | Agency Profile, Contacts, AOR, Client Relationships

• The agency will handle the strategy and development of a new creative campaign that will launch later in 2023.
• Per CMO Marcel Nahm, the upcoming campaign will be "one of the biggest" of the school's initiatives ever.
• This campaign will focus on building parental trust and highlighting the unique experiences that children get at TGS's schools.
• This will involve featuring the company's FLEX learning program, which helps kids discover and pursue their interests within a nurturing environment.
• The campaign will include online video, social, audio, and search content.
• The company will likely:
• Target demographic: 
  • Gen-Z and millennial parents of young children

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: YTD, TGS has spent approximately $2.1m on digital ads, more than 5x the approximately $377.2k spent by this point last year.
  • YTD data: Since the beginning of 2023, the company has earned around 254.3m digital impressions, 63% via Facebook ads, 21% via Instagram ads, and 16% via YouTube ads.
  • Last year: TGS spent roughly $3.9m on this channel last year, down 7% from the roughly $4.2m spent in 2021.
• Additional channel insights  
  • The company utilizes print, digital, OOH, Facebook, and online video (Youtube Android, Youtube IOS, and Youtube.com) ads.

Additional agency insights:

• Opportunity: TGS may seek additional new agency partnerships considering how often agency reviews follow one another; contact soon to offer PR, media, digital analytics, experiential, multicultural, and/or influencer services.
• Current agency roster:
  • Colle McVoy: Creative agency partner (at least for this campaign project)