University System of Maryland Launches "For the Good of Maryland" Campaign
Baltimore, Md. (Jan. 27, 2025) – The University System of Maryland (USM) this week is launching its first-ever branding campaign. The initiative seeks to raise awareness around the value of a college degree and the role the state’s public higher education system plays in delivering a better way of life for all Marylanders.
“For the Good of Maryland” is a campaign that demonstrates how the USM is empowering students, strengthening communities, and building a better world for all. This message is amplified by the campaign tagline, “Let’s change the world, for good.”
The campaign fulfills a vision set several years ago by the Board of Regents to more proactively tell the USM’s story and show the contributions it makes across the state and beyond.
“When we say that “A Better World Begins with Maryland,” we mean it and now we intend to show it,” said Geoff J. Gonella, vice chair of the Board of Regents who was tasked with leading the branding initiative for the board. “Our contributions make a real difference, and we have a responsibility to make sure people know that.”
The campaign also reflects Chancellor Jay Perman’s vision that everyone who wants to earn a college education in Maryland should be able to pursue one.
“A college degree can make a world of difference to the person who earns it—a higher income, a more fulfilling career,” said Perman. “But college benefits everyone, even those who choose not to attend. We deliver a skilled workforce. We drive economic growth. We produce research that improves the quality of life we enjoy. And we boost engagement in our democracy and civic life. These are significant contributions, and they serve every single one of us—in Maryland and beyond.”
With 12 universities and three regional higher education centers spanning the state, the USM has a place where every student can thrive and reach their
goals.
The campaign will reach millions of people living and working in Maryland and the Washington, D.C., metropolitan area through a combination of streaming video and radio, social media, and digital display advertising on news outlets and other popular websites.
This media outreach leads to a campaign landing page featuring stories that highlight the experiences of students, faculty and alumni. Their stories demonstrate how USM universities help the people of Maryland prepare for fulfilling careers, launch new businesses, and make research breakthroughs that change lives.
As the USM changes lives, it also transforms the state. Our universities award more than 40,000 degrees every year, supporting employers’ demand for a highly skilled workforce. The System generates an estimated $10.4 billion in economic activity and powers our state’s economy through pioneering research, technology transfer and commercialization, and entrepreneur support.
Visit formaryland.usmd.edu and learn how the USM is changing the world, for good.
Contact: Mike Lurie
Phone: 301.445.2719
Email: mlurie@usmd.edu
