Gen-X, Millennial Parents Opps: Cicis promotes from within to fill CMO vacancy (Score 49)

Sales lead: Contact the new top marketer now to offer ad space & agency assistance. 

• Cicis Pizza promoted Maria Trujillo as marketing SVP in September 2023.
• Trujillo joined the company as marketing VP in 2022.
• This move replaces Cicis' CMO, Stephanie Hoppe, now the omnichannel marketing VP of Casey's. 

Target demographic: Gen-X & millennial parents

The company will likely:

• Increase ad spend
• Experiment with new ad channels
• Outsource some marketing duties to agency partners

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

• YTD spend: Cicis spent just $2.4k on national TV ads YTD, down from $169.2k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell from $184.8k in 2021 to $169.2k in 2022. 
• Ad programming: It placed ads during programming such as MLB Baseball, World Poker Tour, Texas Insider Fishing Report, NASCAR Race Rewind, and Rangers Insider. 

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

• YTD spend: Cicis spent approximately $2.4m on digital display ads YTD, just 24% of the $10.2m spent in this channel during the same time period of 2022. 
• YTD data: 334.7m impressions via Facebook (69%), Instagram (18%), YouTube (12%), and desktop video (1%). 
• 2021-2022 spend: Full-year spend jumped 46% from $7.4m in 2021 to $10.8m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, cnn.com, and mlb.com. 

Additional channel insights  

• Vivvix: Cici's also utilizes OOH, radio, and local broadcast. 

Agency analysis:

• Opportunity: The DM shift may lead to agency hires, so get in touch now to secure top priority. 
  • Cicis 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.