Campaign Imminent: Bellevue University taps new AOR (Score 54)
Sales Lead: Bellevue University selected Tombras as its new AOR.
- The agency will focus on bolstering Bellevue's brand and offerings consideration among working adults in order to increase total student enrollment over the next five years.
- Tombras will handle data strategy, media buying, media planning, SEO, marketing funnel curation, media testing, and creative services.
- Additionally, later this year, the agency will develop and launch a new creative platform and supporting campaigns.
- Tombras will also work with Bellevue on a new co-branded curriculum for aspiring marketing professionals.
- The company will likely:
- Launch new work soon
- Implement strategy shifts
- Keep increasing national TV spend
- Return to higher digital spend
- Conduct additional agency reviews
- Target demographic:
- Millennials and Gen-X
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Bellevue has allocated roughly $58 toward national TV commercials; by this point last year, it had not yet utilized this channel.
- Last year: The University allocated around $604 toward this channel last year and did not utilize it in 2021.
- 2023 ad programming: Bellevue's 2023 commercials have targeted male sports enthusiasts watching ECHL Hockey on NHL.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, the organization has spent approximately $54.8k on digital ads, only about a fifth of the approximately $257.2k spent by this point in 2022.
- YTD data: Bellevue has earned ~7.8m digital impressions YTD, 65% via Facebook ads and 35% via Instagram ads.
- Last year: In 2022, the University's estimated full-year spend increased by 54% to $439.6k from that of $285.1k in 2021.
- Additional channel insights
- Bellevue invests in Google Ads.
Additional agency insights:
- Opportunity: Bellevue may seek additional new agency partners following this appointment, so reach out soon to offer PR, experiential, influencer, and/or multicultural services.
- Current agency roster:
- Tombras: Digital, media, and creative AOR (June 2023)
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
