North Carolina State University loses marketing leader (Score 34)

Sales lead: Be prepared to reach out as soon as the university hires a new marketing DM. 

• North Carolina State University (NCSU) lost its long-time marketing leader, Brad Bohlander, to the University of Arizona. 
• Bohlander joined NCSU in 2011 as chief communications & marketing officer.
• He was responsible for brand identity, public/media relations, crisis communications, social media, and marketing. 

Target demographic: Gen-Z high school upperclassmen & Gen-X parents

Once it hires a new CMO, the university will likely:

• Ramp digital ad spend back up
• Try new ad channels
• Outsource some marketing duties to agency partners

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

• YTD spend: NCSU spent about $29.5k on national TV ads YTD after not allocating any budget toward this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped by 83% from $58.5k in 2021 to $107.1k in 2022. 
• Ad programming: It placed ads during programming such as College Basketball, Women's College Basketball, AKC Diving Dogs Challenge, AKC Diving Dogs Challenge Highlights, and NHL Hockey. 

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

• YTD spend: NCSU spent around $452.4k on digital display ads YTD, about 45% of the $1m spent in this channel during the same time period of 2022. 
• YTD data: 63.6m impressions via Instagram (68%) and Facebook (32%). 
• 2021-2022 spend: Full-year spend fell 50% from $3m in 2021 to $1.5m in 2022. 
• Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com. 

Additional channel insights  

• Vivvix: NCSU also invests in OOH, print, radio, and local broadcast. 
  • It holds media planning discussions in Q4, and it buys during Q3.

Agency analysis:

• Opportunity: Start working on your pitches so you can reach out as soon as NCSU hires a new CMO.  
  • It does not currently work with any agencies to the best of my knowledge. 

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