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
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.
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.
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.
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 are also
considered non-traditional students.
The campus community
Uphold the mission of Missouri State and build alignment around our authentic story.
Current students
Faculty and staff
Leadership and administration
Alumni, donors and friends
Board of Governors
Alumni and donors
Beginning in their freshman year, start the conversation about the role of gifts,
which provide scholarships and opportunities for students, while educating about the
importance of giving back.
Recent grads and young alumni are:
Willing to be engaged and participate in events.
Less likely to give large amounts, but can be motivated to give smaller amounts in
support of meaningful causes.
Prime for engaging through individual interests.
Engaged through more tangible relationships.
Older alumni are:
More likely to make larger gifts and express their gratitude through giving.
More likely to place MSU as a priority when relationships are cultivated early.
Engaged through more emotional relationships.
How they can give back
Connections
Network with alumni and peers
Attend events and activities
Participate in local chapters and alumni challenges
Dedicate time on behalf of MSU and serve as a vocal advocate
Appreciation
Share professional expertise, serving as a mentor for others
Seek recognition for success or contribution
Gain a sense of accomplishment and, in turn, a sense of gratitude for MSU
Responsibility
Gain a sense of responsibility for what they received from MSU
Increase the desire and commitment to pay it back and pay it forward
Reflect what MSU meant to them, and its impact on their life
Need to feel included in MSU community, culture and spirit
Are most interested when messaging is tailored to their specific interests or points
of communication with the university
Respond more to emotional appeals about the “greater good” or larger contribution
MSU makes to society
How they can give back
Collaboration
Foster a sense of connection by offering mentorships and professional development
Partner in MSU's mission for local and global impact
Willing to philanthropically invest to further causes they believe in
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.
