Blackboard.com, an online education
portal launched by Blackboard Inc. based in Washington, D.C., has selected Stein Rogan + Partners and Beyond Interactive to handle integrated
off-line/online marketing for the site.
Billings were not disclosed. Blackboard.com enables teachers, instructors,
corporations and individuals to create and conduct courses online. The site
features nearly 2,000 courses — from art history to Web site development.
New York City-based Stein Rogan and Beyond Interactive teamed up to compete
for the account. SR+P has been named agency of record for branding,
online/off-line advertising and off-line media planning and buying.
Beyond Interactive has been named AOR for online media
planning and buying, and will also be involved in online strategic planning
and creative development.
“Stein Rogan and Beyond Interactive represent a best-of-breed solution —
Stein for its branding and integrated online/off-line capabilities; Beyond
for online planning/buying and campaign management capabilities,” said John
Plunkett, Blackboard.com’s interactive marketing manager. “Together, the
agencies have enormous experience working with online brands.”