Prime Highlights:
- Sallie has launched Backpack Media, a new media network designed to connect brands with students and families during key stages of education.
- The platform will help advertisers reach high-engagement audiences such as Gen Z, Gen Alpha, and people who influence their purchasing decisions.
Key Facts:
- Marco Steinsieck has been appointed Managing Vice President and Head of Advertising to lead the new media network.
- Backpack Media will use first-party data and digital platforms, including the open web and connected TV, to reach students throughout their higher education journey.
Background:
Education solutions company Sallie has launched Backpack Media, a media network that helps brands reach students and families during key stages of education. The platform will give advertisers access to highly engaged audiences, including Gen Z, Gen Alpha, and people who influence their buying decisions.
Backpack Media will operate as a dedicated media network built around the student experience, from planning for higher education to the early stages of adulthood. The platform uses first-party data and a mix of owned properties, open web placements, and connected television (CTV) to deliver targeted advertising opportunities.
The company stated that it already interacts with a large portion of college-bound students each year and maintains ongoing relationships with millions of learners throughout their higher education journey. By launching Backpack Media, Sallie intends to extend this reach and create a stronger connection between brands and students while ensuring that the experiences remain relevant and useful for both students and families.
To support the new initiative, Sallie has appointed industry leader Marco Steinsieck as Managing Vice President and Head of Advertising. In this role, Steinsieck will lead the development and growth of the new division. He previously helped launch and expand the Sephora Media Network and spent several years building the Staples Media Network, where he oversaw a large cross-functional media business.
Backpack Media has also assembled a team of experienced digital advertising professionals. The leadership group includes Munif Jaafar, who will contribute to the network’s strategy, Topher Balzan, who will oversee partnerships and ad operations, and Lindsey Blue, who will lead sales.
According to Sallie’s senior leadership, the launch of Backpack Media supports the company’s broader strategy to build a unified platform that combines content, financial guidance, and digital tools for students navigating higher education. The new media network is expected to help Sallie connect more closely with students while giving brands new ways to reach them during key education and life stages.
