Audiences

Our brand can be consistent and well executed, but if what we’re saying doesn’t resonate with our audiences, then our efforts won’t be as effective.

Below is a high-level overview of who we communicate with along with the types of information each group would like to have.


Primary audiences

The best-fit Missouri State students

Prospective undergraduate

Prospective undergraduate students are generally defined as first-time new in college freshmen or transfer students.

We have many specific prospective student target audiences, including high achieving students, underrepresented students, first generation college attendees, local and out-of-state students.

Prospective graduate

Traditional prospective graduate students have recently earned their bachelor’s degree. Missouri State undergraduate students with 60 or more credit hours may be considered prospects for accelerated degree programs. A growing number of working adults (those who earned a bachelor’s degree 5 or more years earlier) also are key to the prospective graduate student audience.

Prospective non-traditional

Nontraditional students are generally defined as new or returning students 22 years and older who may be attending on a full or part-time basis, while balancing the responsibilities of family, school and career.

Veterans and students served through alternative pathways – off-campus seated, interactive video, iCourses, blended or online – are among the specific target audiences. Those seeking personal and professional development through noncredit programs and Massive Open Online Courses are also considered non-traditional students.

Focus on attracting, recruiting and retaining students who are the right fit for Missouri State, so that we can continue being selective while upholding our longstanding reputation.

The campus community

  • Current students
  • Faculty and staff
  • Leadership and administration
  • Alumni, donors and friends
  • Board of Governors

Uphold the mission of Missouri State and build alignment around our authentic story.


Secondary audiences

The potential community and industry partners

  • High school guidance and college counselors
  • Springfield leaders and community leaders
  • Business leaders and future employers

Enhance the reputation of Missouri State and our students by strengthening and creating lasting partnerships.

The influential leaders

  • Government and policy makers
  • Media

Differentiate Missouri State from our peers and competitors to build greater visibility in the state and region.