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Kaplan, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Kaplan, Inc., headquartered in New York, NY, provides higher education programs, professional training courses, test preparation materials and other services for various levels of education.

Main Telephone (212) 492-5800
Main Fax (212) 492-5896
Primary Address
395 Hudson Street
Fourth Floor
New York, NY 10014
USA

Kaplan, Inc. Contacts

Contacts (5/15)
Name Title State
Melissa M. Chief Communications Officer NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 492-5800
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 395 Hudson Street
Fourth Floor
New York, NY
10014
USA

Andrew R. Chairman & Chief Executive Officer FL
Matthew S. Chief Financial Officer FL
Mark H. Vice President, Communications NY
Raymond S. Vice President, Marketing NY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Kaplan, Inc. ******
Kaplan Test Prep ********
Kaplan Higher & Professional Education ******

Agency Relationships


Brand Agency Service From To
******, ***. ****** ********* Creative 2016 present
******, ***. **+* Creative unknown present
******, ***. *** ***** Media Planning 2017 present
******, ***. **** *********** Creative, Digital 2016 present

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WinmoEdge

Campaign Imminent: Kaplan University moves creative (Score 80)


Subject: TV, online, digital, radio, outdoor

Company: Kaplan Inc, which also runs Kaplan Test Prep

Opportunity: Recently moved creative to Havas's 

s, GroupM's programmatic platform. 

Media planning and buying has been at MEC since 2008, well past average AOR tenure (2.5-3 years). The account is in jeopardy since creative has already moved (media reviews often follow creative and vice versa) and CMO Kathy Klingler is less than one year on the job. It appears that The Media Kitchen already picked up brand sibling Kaplan Test Prep, so don't spend much energy going after it. 

Additional Insight

Incumbent: MDC's Vitro lost Kaplan University last fall. 

TV Breakdown: Kaplan hasn't run national TV during the past 12 months. Its last flight was Jan-May 2015, when $15 million supported national TV outlays. Top networks included VH1, BET and ABC, according to iSpot.tv. Top targeted programming included "Mob Wives," "Law & Order: Special Victims Unit" and "Black Ink Crew."

Digital Breakdown: During the past year, 332 standard, 25 high impact and four video ads have appeared on about 2,000 publishers (23% mobile), 70%-80% of which were placed programmatically versus site direct, Moat reports. Desktop is mostly targeting news publishers, but substantial activity is going through entertainment, food/drink, travel and sports sites too. Top targeted sites include gayot.com rallypoint.com, observer.com, msnbc.com, live.com, yahoo.com, bbc.com and nationalgeographic.com. 

Video hasn't run since October. Last year, these ads mostly targeted entertainment sites, led by hulu. Other top targeted sites included totaljerkface.com, gaiaonlione.com, dressupwho.com and pch.com.

Kaplan Inc
6301 Kaplan University Ave
Fort Lauderdale, FL 33309
(954) 515-3993

Kathy Klingler 
Chief Marketing Officer
Direct Dial: (954) 515-3139

Sharon O'Donnell
Vice President, Marketing - Kaplan University (Manages brand advertising and agency relationships)
(954) 515-3993
sodonnell@kaplan.edu