SchoolStatus names first-ever CMO (Score 65)

Sales lead: This company signals it is more focused on marketing by hiring its first CMO.

• SchoolStatus created a new position by naming Hunter Sunrise its first CMO. 
• Sunrise joins from Instapage, where he held the same title. 
• In his new role, Sunrise is responsible for the marketing strategy.

Additional recent hires: 

• Disa Badillo joined as demand generation head in January 2023.
• Nick Davis joined as marketing operations head in January 2023.
• Brandon Santos joined as digital marketing lead in April 2023. 

Target demographic: K-12 school systems that need data & communications assistance

The company will likely:

• Significantly increase digital ad spend
• Diversify ad placement
• Build out the agency roster

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

• YTD spend: SchoolStatus spent just $1.1k on digital display ads YTD after not utilizing the channel during the same time period of 2022. 
• YTD data: 154.6k impressions via Facebook (64%) and Instagram (36%). 
• 2021-2022 spend: It did not allocate any budget toward this channel in 2022. 
  • It spent about $16.7k in 2021. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Agency analysis:

• Opportunity: Contact the new CMO now to be top-of-mind. 
• Current roster:
  • Zer0 to 5ive: communications

Insight Sources: Digital spend insights estimated by Pathmatics.