The University of Southern Indiana appoints first-ever CMO (Score 59)
Sales lead: Get in touch to help this university build awareness. 
- University of Southern Indiana (USI) created a new position by naming Claire Bosma CMO, effective February 1st, 2023.
- Bosma brings agency experience from her most recent position as strategy director of Ten Adams.
- She is responsible for developing a marketing strategy to build regional and national awareness for the university.
**We have not been able to confirm Bosma's email address. Please reach out to USI's other DMs for the time being.**
USI's target demographic: High school upperclassmen (Gen-Z) & Gen-X parents
The university will likely:
- Significantly increase digital ad spend
- Invest in additional marketing channels
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- 2022 spend: USI spent just $500 on digital display ads in 2022.
- 2022 data: 43.1k impressions via desktop display (87%) and mobile display (13%).
- 2020-2021 spend: Full-year spend dropped from $7.5k in 2020 to $300 in 2021.
- Ad location: It placed 100% of these ads directly onto rc.rcjournal.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of potential agency appointments.
- We have not confirmed any agency relationships for USI.
- I advise offering PR/communication services first.
Insight Sources: Digital spend insights estimated by Pathmatics.
