Education Opps: University of Arizona names new marketing leader (Score 49)

Sales lead: This hire will affect the university's marketing strategy & could lead to agency appointments. 

• University of Arizona (UA) hired Brad Bohlander as chief communications & marketing officer, effective September 5th.
• Bohlander joins from NC State University, where he held the same title. 
• He is now responsible for strategic and integrated marketing and communications.

**Bohlander does not officially begin until a later date; therefore, we are unable to confirm his email address at this time.**

Target demographic: High school upperclassmen (Gen-Z) & Gen-X parents

The university will likely:

• Continue increasing ad spend
• Try new ad channels
• Appoint agency partners

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: UA spent around $69.6k on national TV ads YTD, a 27% increase from $54.9k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $59.6k in 2021 to $119.6k in 2022. 
• Ad programming: It placed ads during programming such as College Basketball, Women's College Basketball, College Baseball, College Softball, and College Football. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: UA spent about $2.7m on digital display ads YTD, a 13% increase from $2.4m spent in this channel during the same time period of 2022. 
• YTD data: 271.4m impressions via YouTube (61%), desktop display (13%), Facebook (10%), Instagram (7%), desktop video (5%), and mobile display (3%). 
• 2021-2022 spend: Full-year spend increased slightly (7%) from $4.4m in 2021 to $4.7m in 2022. 
• Ad location: It placed 94% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, twitch.tv, and topix.com. It placed 6% of these ads through multiple indirect channels onto sites such as yahoo.com, zillow.com, redfin.com, realtor.com, and fandom.com. 

Additional channel insights  

• Vivvix: UA also utilizes OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: The new marketing DM may outsource some marketing duties to agency partners. 
• Current roster:
  • In-house: media & creative

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