The Maryland Board of Public Works hired Grey Direct, New York, as agency of record for the University of Maryland University College, an account with estimated annual billings of $6.5 million.
Grey Direct will handle strategic planning and creative development to support UMUC's enrollment objectives with a campaign starting this fall. Carton Donofrio Partners Inc. was the incumbent.
“The mandate from the client is to build a brand designed for future growth at University of Maryland University College,” said Steve Carbone, president of Grey Direct New York.
The Maryland public works board advertised for an agency and interviewed qualified candidates who responded.
Grey Direct will work with UMUC's marketing and communications unit to create online and offline programs to raise the institution's profile not just locally, but nationwide and overseas.
The agency also will participate in the Mentor-Protege Program supported by Maryland's governor. It will partner with greiBO media and The Media Network Inc. to develop integrated marketing. Minority participation will be sought, and ties between smaller and larger firms are to be boosted.
An open university for working adults and nontraditional students, UMUC offers more than 90 undergraduate and graduate online degree and certificate programs as well as other student services. It claims to be the largest public educational institution nationwide to offer online programs. UMUC is based in Adelphi, MD.
Grey Direct, a unit of WPP Group PLC's Grey Global Group, handles clients such as Xerox, United Airlines, Adobe, BellSouth, Oracle, Cendant and GlaxoSmithKline.