Messaging maps are framework tools to help organize the key messages in support of the positioning and ensures that we communicate both what our programs offer (the attributes) and what our constituents get (the benefits).
Using Writing Tools
What is an attribute?
An attribute is what we offer to our constituents. Attributes include the products, services, knowledge and unique offers that we bring to the table.
What is a benefit?
A benefit is what students, faculty, staff and others get. It's the value of the attributes that we offer: the answer to the questions "So what?" or "Why do we care?"
What is attribute and benefit mapping?
The attributes and benefits are organized into a hierarchy that builds up to a core attribute and a core benefit. These are placed on a map to show the relationships between the core attribute, core benefit and supporting proof points. The map provides the foundation for clear, consistent and compelling brand messaging.
Audience-specific messaging maps
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Core message
- Attribute
- Missouri State University creates an environment where meaningful interactions have practical application.
- Benefit
- In order to cultivate global citizens, prepared to pursue their chosen paths with integrity.
Secondary messages
- Attributes
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An individualized, student-focused educational experience
- Mentorship with supportive and encouraging faculty and staff
- Breadth and depth of social, academic and professional opportunities
- In-and out-of-classroom learning experiences
- Commitment to a hands-on approach and application of educational disciplines
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A commitment to high-impact learning, encouraging students to take charge of their futures
- A curriculum rooted in institutional values
- Rich undergraduate and graduate programs
- A model for academic excellence
- A forward-thinking curriculum, ensuring students are set up for success
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A dynamic campus and community
- Education enhanced by the culture, community and learning opportunities of Springfield
- Rich discussion in an open, friendly environment
- An inclusive, diverse student and campus community
- Impact in local, state and national matters
- Benefits
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Having a strong sense of personal and professional development
- Able to tap into a lifelong network of support
- Able to create their own curriculum and path
- Well prepared to achieve future success in their lives
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Challenged yet supported to think freely and critically
- Able to seamlessly transition into their careers, grounded in a firm foundation
- Driven to apply their skills and experiences to a greater purpose
- Equipped, confident and inspired to pursue their goals
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Driven to think beyond themselves
- Driven to contribute to, collaborate with and enhance the local community
- Globally aware and responsible, valuing every voice and opinion
- Passionate about creating positive change
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Core message
- Attribute
- Missouri State University advancement meaningfully connects and engages the talents and resources of alumni and other supporters
- Benefit
- In order to make a difference in the university, the community, the world and the next generation of citizen Bears.
Secondary messages
- Attributes
- Using their skills to make a positive impact
- Reaching out and making meaningful connections
- Making a difference in the world around them
- Benefits
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Showcasing the people and relationships that reflect the power of MSU
- Profiles and stories of individual students, faculty and staff
- Lifelong relationships with individuals still on campus
- Stories of transformed lives
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Evoking pride in affiliation and a sense of connection
- The university’s growth and momentum
- A sense of community, both on campus and with the city of Springfield
- Details that evoke a competitive spirit and sense of rivalry
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Connecting meaningfully with donors based on individual interests and passions
- Targeted, focused content about specific areas of interest, such as music, arts or athletics
- Program-specific stories, awards and successes
- News and updates from each college and department
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Inspiring nostalgic memories of personal experiences at MSU
- Enduring campus traditions and reinforcement of salient memories
- Memorable events and activities
- Campus landmarks and artifacts
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Core message
- Attribute
- Missouri State University creates an environment where meaningful interactions have practical application.
- Benefit
- In order to cultivate global citizens, prepared to pursue their chosen paths with integrity.
Secondary messages
- Attributes
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An individualized, student-focused educational experience
- Expert faculty and staff, committed to shaping student leaders
- Meaningful and lasting student-teacher relationships built on trust and encouragement
- Opportunities for leadership through student-led extracurricular opportunities
- A commitment to providing diverse, real-world opportunities to ensure rich learning experiences
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A commitment to high-impact learning, encouraging students to take charge of their futures
- An unrivaled academic curriculum, fueled by a campus community that shares and celebrates the public affairs mission of Missouri State
- A community committed to providing and striving for excellence academically, personally, and professionally
- Internship and fellowship programs that are purposefully developed to challenge students
- Support and encouragement from a passionate community of forward-thinking teachers, learners, and leaders
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A dynamic campus and community
- A culture that celebrates open dialogue, pushing students to go further and pursue their passions
- A diverse and inclusive student and campus community
- A commitment to thinking globally, making a positive impact in the state and beyond
- Hands-on opportunities that provide students with real-world experience in the greater Springfield community
- Benefits
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Having a strong sense of personal and professional development
- A lifelong Missouri State family, committed to continued support and encouragement
- The ability to choose, create, and pursue the path that best serves each student’s skills and interests
- Well-rounded individuals who are prepared to lead full, successful lives
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Challenged yet supported to think freely and critically
- The ability to approach obstacles and think through challenges critically, with a grounding in values and ethics
- Development of the whole person, seamlessly applying knowledge and values to any career path
- The confidence and motivation to transition into life as ready, able professionals
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Driven to think beyond themselves
- Individuals who are worldly wise and globally responsible
- The belief that positive change can be created together, when many work as one to address societal issues
- A mindset of giving back, paying forward what has been invested in them
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Core message
- Attribute
- Missouri State University creates an environment where meaningful interactions have practical application.
- Benefit
- In order to cultivate global citizens, prepared to pursue their chosen paths with integrity.
Secondary messages
- Attributes
-
An individualized, student-focused educational experience
- Expert faculty and staff, committed to the success of every student and their ability to enter the workforce
- A commitment to creating students of character
- Opportunities for practical experiences inside and outside the classroom
- An academic experience that emphasizes developing the whole person
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A commitment to high-impact learning, encouraging students to take charge of their futures
- An unrivaled educational experience, balancing a firm and enduring mission with an innovative and relevant academic curriculum
- Variety of internship and fellowship programs
- A passionate and steadfast community of learners, seeking an education that will push them to do more
- Tools and resources that are purposefully developed for students by expert faculty, staff, and community members
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A dynamic campus and community
- A commitment to public affairs
- A campus community filled with diverse perspectives, voices, and opinions
- Mutually beneficial opportunities with the surrounding communities
- An environment committed to civic engagement and hands-on opportunities throughout the region
- Benefits
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Having a strong sense of personal and professional development
- Honest, confident individuals, ready to transition into the workforce as well-rounded professionals
- Individuals who are willing to step up as leaders in their industries and communities
- Individuals who are prepared to apply practical steps to professional, personal, and societal issues
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Challenged yet supported to think freely and critically
- The ability to approach obstacles and think through challenges critically, with a grounding in values and ethics
- The confidence and motivation to bring fresh, relevant ideas to their professions
- An appreciation for big-picture thinking
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Driven to think beyond themselves
- Globally responsible individuals, applying tools and knowledge to a greater good
- Individuals of character, guided by morals and principles
- A continual desire to evolve their thinking, so that they can best address the needs of a changing society
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Core message
- Attribute
- Missouri State University creates an environment where meaningful interactions have practical application.
- Benefit
- In order to cultivate global citizens, prepared to pursue their chosen paths with integrity.
Secondary messages
- Attributes
-
- An individualized, student-focused educational experience
- Expert faculty and staff, committed to shaping successful student leaders
- A commitment to creating students of character, empowered to influence society for the better
- Opportunities for hands-on learning inside and outside the classroom, providing real-world experiences
- A commitment to shaping well-rounded individuals with high academic ability
- A commitment to high-impact learning, encouraging students to take charge of their
futures
- An unrivaled educational experience, balancing a firm and enduring mission with an innovative and relevant academic curriculum
- Students who take the lead and seek to apply their knowledge to their work, communities, and lives
- A passionate and steadfast community of learners, seeking an experience that will push them to do more
- Real world programs in and out of the classroom
- A dynamic campus and community
- An active student body, inspired to go further and pursue their passions
- Diverse and unique perspectives, voices, and opinions
- A surrounding community and region that are committed to shaping students and offering them real-world opportunities
- An environment committed to civic engagement and hands-on opportunities throughout the region, state, nation, and world
- An individualized, student-focused educational experience
- Benefits
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- Having a strong sense of personal and professional development
- Confident individuals, ready to seamlessly enter the workforce
- Individuals who are willing to step up as leaders, capable and ready to influence society for the better
- Individuals of character grounded in enduring values
- Challenged yet supported to think freely and critically
- The ability to think through challenges with clarity and determination
- The confidence and motivation to bring fresh, relevant ideas to their professions and their lives
- An understanding of long-term goals and big-picture thinking
- Driven to think beyond themselves
- Globally responsible individuals, committed to creating lasting and meaningful change in their communities and beyond
- Individuals of character, with a perspective grounded in morals and principles
- A continual desire to do what’s right and what can have the greatest impact
- Having a strong sense of personal and professional development