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

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.

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

Future alumni

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.

How they can give back


  • Understand the role of giving
  • Connect with alumni and donors
  • Jump-start a culture of philanthropy

Current alumni

Recent grads and young alumni
  • 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
  • More tangible relationships
Older alumni
  • More likely to make larger gifts and express their gratitude through giving
  • By cultivating relationships early, MSU remains a top priority
  • More emotional relationships
How they can give back
  • Connection

    • 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

Non-alumni audiences

  • Need to feel included in MSU community, culture and spirit
  • 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


  • 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.