Parents Media Opps: Big Blue Swim School promotes CMO as spend picks back up (Score 63)
Big Blue Swim School (BBSS) named Brooke Mallick as its seemingly first CMO earlier this year. Mallick joined the company in January 2019 as marketing VP after having served in several marketing and innovation roles at PepsiCo. Since Mallick joined, BBSS has grown to 10 open locations and 161 units sold so far. He will have an even greater say over the company's spend and agency relationships, so keep BBSS on your radar.
The company is looking to open more locations to teach more kids safety skills to help build their confidence and self-esteem. BBSS will continue building a thoughtful, integrated marketing system that raises awareness for the company's swim program and the benefits of structured, year-round lessons. Its team is especially focused on SEO optimization, email marketing, social media, organic lead generation and the "internal validation journey," according to president and founder Chris DeJong. BBSS's marketing strategy is evolving, so the company's team is analyzing past initiatives and trends to inform new campaigns.
So far this year, Pathmatics reports the swim class chain has spent roughly $29.4k on digital ads. BBSS's estimated full-year 2020 spend ($1k) reached merely a sliver that of $29.9k in 2019. It has earned around 10.3m digital impressions YTD via desktop display (96%) and mobile display (4%) ads placed onto site destinations such as youtube.com (62%), britannica.com, bigblueinteractive.com, chicagotribune.com and deadspin.com.
It makes sense that last year's spend dropped (Who was getting swim lessons during lockdown?), but obviously spend has picked back up. especially advertises locally around its pools. Right now it operates in the Midwest, the Southeast and the West, so I have tagged each region to this article. It also recently made its foray into the Northeast and the Southwest with openings in NJ and TX. To more effectively offer localized ad space view BBSS's locations here. Right now, it's largely targeting Gen-Z and millennial parents.
Agency & martech readers - Promoted CMOs don't always conduct agency reviews as often as outside hires do, but it certainly wouldn't hurt to get in touch and see if any work is available under Mallick's leadership. Those whose PR services can build brand awareness will have an advantage.