In 2004, only 37 U.S. colleges or universities reported offering a direct marketing program with at least 50 percent of course content spent on areas of direct marketing. None of these schools reported requiring hands-on experience with direct or interactive marketing companies.

In response to this deficiency, Gary, a University of Akron alumnus, partnered with the university’s College of Business Administration to launch the Taylor Institute for Direct Marketing. In 2004 and 2005, Gary and his wife, Karen, personally donated $3.5 million to ensure that the Institute provides the finest education in direct marketing.

Created to elevate the direct marketing industry and provide students entering the field with valuable skills, the Institute offers an e-marketing and advertising major and two minor programs in database marketing and direct interactive marketing. It is home to several interactive environments, including call center, creative, database marketing, fulfillment and multimedia labs. In these labs, students gain hands-on experience in call center management, script writing, mail and product fulfillment, TV and radio ad production, and other facets of the industry.

The Taylor Institute is the only program in the country that offers a facility, faculty and curriculum dedicated to direct marketing.