Millennial Opps: Schlotzsky's taps marketing VP after hiring new CBO (Score 62)

Sales Lead: Megan Thomas became the marketing VP at Schlotzsky's in June 2023.

• Thomas joined from Marco's Pizza, where he served as its brand marketing VP.
• The brand will likely:
  • Shift strategy
  • Continue increasing digital spend
  • Conduct agency reviews
• Target demographic: 
  • ​​​​​​​Millennials with a slight female skew

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Schlotzsky's hasn't utilized national TV since spending about $83.7k in 2022.
  • Last year: The brand spent around $83.7k on this channel last year after having spent 34% less, around $127.2k, in 2021.
  • 2022 ad programming: Schlotzsky's 2022 commercials targeted Gen-X watching shows such as CBS Evening News With Norah O'Donnell, Dr. Phil, The Young and the Restless, The Bold and the Beautiful, and Bull.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The brand has spent approximately $311.3k on digital ads YTD, down 9% from the approximately $342.8k spent within the same 2022 timeframe.
  • YTD data: So far this year, Schlotzsky's has earned roughly 62.7m digital impressions via Facebook (67%), desktop display (26%), Instagram (4%), and mobile display (3%) ads.
    • ​​​​​​​The brand has placed most of this year's desktop display ads via Display & Video 360 onto site destinations such as zillow.com (36%), yahoo.com, fandom.com, gamebanana.com, and tumblr.com.
  • Last year: In 2022, Schlotzsky's estimated full-year spend reached $551.7k, 25% more than that of $442.6k in 2021.
• Additional channel insights  
  • The brand utilizes Google Ads along with radio (though barely), OOH, local broadcast, print, digital, Facebook, and online video (via Youtube IOS and Youtube.com) ads.
  • Schlotzsky's holds planning conversations in Q4 and buying conversations in Q3.

Additional agency insights:

• Opportunity: If you haven't yet done so, reach out soon to Schlotzsky's relatively new CBO, William Armstrong.
• Current agency roster:
  • Material Plus​​​​​​​: Digital and social agency partner

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.