The Marketing and Visibility Plan provides guidance regarding the direction of University marketing efforts. The initial plan, approved by Administrative Council April 7, 2014, is intended to address strategic goals, with tactical aspects to be determined by the advisory and other implementation groups. It is expected that the plan will evolve over time to incorporate ongoing marketing research, climate studies, recruitment goals and other factors.
The initial plan is the result of a comprehensive market research project approved by the Board of Governors, with Cranford Johnson Robinson Woods developing marketing recommendations based on research conducted by Penn Schoen Berland.
- For messaging, continue to emphasize use of strong visuals, less text and multimedia elements
- Form Marketing and Communications Advisory Group
- Would replace current Marketing Council
- Presidential appointments to include university relations, student affairs, academic leadership, current students, alumni/alumni relations, athletics, outreach, diversity and inclusion and select marketing professionals
- Provide counsel and advocate for University-wide branding efforts
- Develop a branding creative brief that merges research findings, clarifies goals and objectives and provides foundation for creative efforts
- Identify University-wide signature programs, with college input
Immediate
Implement integrated branding practices
- Increase adoption of Web and social media as a communication tool
- Continue adoption of mobile-responsive website practices
- Lead all messaging with academic programs; follow with campus offerings and value talking points
- Continue to utilize content marketing to reach target audiences
- Enhance the spotlights system and utilization
- Tell the story in a multimedia format that is short and delivered in a mobile-friendly format that is easily consumed and shared
- Prioritize stories that demonstrate experience beyond the classroom or highlight programs where current students and new graduates have benefited from MSU’s leadership in a given field
Implement strategies that propagate the brand awareness and understanding
- Grow the brand organically through social media presence
- Continue to build the Missouri State brand through earned media
- Grow the brand organically through social media presence
- Continue to build the Missouri State brand through earned media
Focus on distinctive/signature academic programs as a key element of University marketing
- Continue to feature recent alumni, top faculty and high-achieving students
- Focus on alumni who have graduated within the past two years
- Continue to promote significant/distinctive faculty and student research and expertise
- Highlight undergraduate research opportunities and research that supports public affairs mission
- Continue to enhance academic websites to use integrated branding practices
- Focus on successful outcomes of our students
- Career success
- Job placement
- Acceptance into post-graduate and professional programs
- Position the University as one that offers distinctive, nationally recognized programs and avoid strategies that compete unfavorably with other in-state institutions