Gen-Z, Gen-X Parents Opps: Georgetown promotes marketing leader (Score 49)

Georgetown University promoted Stacey Corcoran to CMO in April 2022. Corcoran originally joined the university in 2013 as strategic marketing & planning director of Georgetown University School of Continuing Studies. She worked her way up to CMO of the School of Continuing Studies in 2019. This promotion could lead to spend shifts and possibly agency reviews, so keep an eye on Georgetown. 

According to Pathmatics, Georgetown earned 115m impressions YTD through mobile display ads (32%), Instagram ads (31%), desktop display ads (21%), Facebook ads (9%) and desktop video ads (7%). It placed the majority (97%) of these ads directly onto sites such as washingtonpost.com, instagram.com, facebook.com, kohls.com and accuweather.com. It placed the remainder (3%) through multiple indirect channels onto sites such as yahoo.com, foreignaffairs.com, buzzfeed.com, pch.com and rollingstone.com. It spent approximately $1m on digital display ads YTD, a 33% decrease from $1.5m spent in this channel during the same time period of 2021. Full-year spend jumped by 42% from $1.9m in 2020 to $2.7m in 2021. 

Per iSpot, Georgetown spent around $29.9k on national TV ads YTD, a 32% decrease from $43.8k spent in this channel during the same time period of 2021. Full-year spend fell by 10% from $64.6k in 2020 to $58.3k in 2021. This year, it placed ads during programming such as "College Basketball," "Women's College Basketball," "College Lacrosse," "Greatest Races" and "Horse Racing." 

Sellers-- Georgetown mainly targets high school upperclassmen (Gen-Z) and their Gen-X parents. It allocates the majority of its marketing funds toward digital display ads. Georgetown also invests in national TV ads, just much more sparingly than digital ads. It also utilizes OOH, print and local broadcast TV ads, per Kantar. Keep in mind, Corcoran may implement some new strategies. Sellers should reach out to offer relevant ad space. 

Agency & martech readers-- To the best of my knowledge, Georgetown works with creative AOR Pappas Group. While promoted CMOs are less likely to conduct agency reviews than outside hires, this still looks like a good time for you to reach out. I recommend offering media buying & planning or digital assistance. Those of you that have experience working with universities may have an advantage.