Reston, Va.-based GSI was seeking a marketing firm to generate awareness of the program, which provides child care funding to National Guard families. GSI is trying to increase the number of people who contact a national call center that provides assistance to those with questions about how to participate in the program.
GSI officials said they chose MZD due to its efficiency and its experience working with other not-for-profit organizations and cause-marketing initiatives. Financial terms of the deal were not disclosed.
The goal of the marketing effort is to maximize awareness of child care supplemental funding among National Guard families on a national basis and communicate the program's benefits to those eligible. It is estimated that, nationwide, there are approximately 35,000 National Guard families eligible for the funding, which is provided by the U.S. Department of Defense.
MZD, the city's eighth-largest advertising agency, reported capitalized billings of $16.4 million last year. Major clients include Indiana Tobacco Prevention and Cessation, Papa John's Pizza and N.K. Hurst Co. The agency was founded in 1971.