Towson University

For years, Towson University was a solid Maryland college that didn't get its fair share of credit, or funding from the state. But that changed when a new University president came on board and asked MGH to dramatically reposition the school.

For a number of years, the University had been quietly reaching out to businesses and localities in Maryland through a variety of joint ventures. So MGH developed a themeline that expressed the University's philosophy of community involvement. We called it, "Thinking outside."

A series of television commercials allowed us to showcase the University's projects and approach. Meanwhile, we employed radio commercials in the style of NPR documentaries, focusing on one particular project per spot.

The spots were not targeted to students; rather, they were intended to reach a narrow audience of state lawmakers and business leaders, with the hope that the University could receive increases in grants and funding.

Our PR team extended the University's "Thinking outside" approach, by securing media placements that showcased the expertise of Towson University students and professors and their impact on the community.

The results were impressive. State funding for the school has increased from 29 percent to 40 percent and research grants and contracts have tripled.