The University of Maryland University College (UMUC or the University) is soliciting proposals for digital advertising  media  buying  services.  The selected contractor(s) will work with the Office of Marketing to achieve the University’s goals for growth. The selected contractor(s) must have a successful record of assisting organizations achieve growth through a proactive, analytical, innovative, and best-of-breed media buying approach. UMUC is looking for strategic partner(s) – sophisticated, engaged vendors with differentiated subject matter expertise and a proven, results-oriented background in acquisition marketing.


Founded in 1947, University of Maryland University College (UMUC) is one of 12 degree-granting institutions in the University System of Maryland (USM). Headquartered in Adelphi, Maryland, UMUC is a global university, serving more than 80,000 students worldwide, including substantial active-duty military service members, reservists, veterans, and their family members. It is one of the largest public universities in the nation and among the largest educational providers to the U.S. military.

UMUC has been growing consistently for the past several years, and it is the intent of the university to accelerate profitable growth while maintaining high quality. The significant gap in higher education attainment can be partially addressed by UMUC services, and it is our mission to boldly do so.

Since its founding, UMUC has focused on the unique educational and professional development needs of adult students—students who must balance the demands of full-time jobs, military service, family, and community responsibilities. The University strives to offer students maximum convenience and flexibility in pursuing their education. Currently, UMUC offers an array of career-relevant programs fully online, on-site, and in a hybrid format, that combines online and on-site study. On-site classes and services are offered in more than 20 locations across Maryland, Virginia, and Washington, D.C. as well as in 20 countries and territories around the world. Please visit for more information about UMUC.

UMUC approaches advertising as a means to attract new students. Between the extremes of a direct-response advertiser and a brand advertiser, we are closer to direct-response. Our media planning and budget are specifically managed to generate inquiries, applications and enrollments. With that in mind, our experience and expectations of media partners is continual measurement and optimization of advertising spend, with the goal of improving performance.

UMUC is committed to continued growth, and feels going beyond our local borders is necessary to achieve this long term. We are very strong in our local market, but will over time roll out new markets. The speed and approach of this is undetermined, as it will be dependent on success and competitive factors. However, minimally this contract is to continue driving enrollments in the local market and test at least one additional market.

Due Date:

January 31st


PR firms with education experience include Finn Partners and Ruder Finn.

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