University of Maryland University College

University of Maryland University College began more than 60 years ago as a school for those serving in the military overseas. The college would set up remote classrooms around the world, wherever men and women were stationed. When the Internet emerged, UMUC was an early adopter, allowing the military (and others) to take many classes online.

But with online education becoming more common, UMUC began to see competition. So it asked MGH to develop an advertising and public relations campaign that re-established UMUC as the original and best place for those in the military to earn their degrees.

Our print campaign consisted of several ads, each focusing on a key strength UMUC has to offer this audience. We gave the ads a nostalgic look that reinforced the school's historic ties to the military. We also implemented a strategic public relations campaign to blitz the military media with news about UMUC's commitment to this audience.

The print campaign was well received by UMUC and the military audience, running in all publications owned by the Military Times publishing company and in more than 30 local base publications — a total of more than 230 insertions. Additionally, our PR campaign generated numerous media placements about UMUC's commitment to offering education to active military personnel — including those deployed in Iraq and Afghanistan.