Crafting Content Devices

While our voice may be singular, we’re by no means locked into a single sentence structure or cadence. The Missouri State brand is built around making a statement (a Missouri Statement, to be exact). This allows for a wide range of creative expression across different media.

Content tactics

Tactic 1: Pose a provocative question

Challenge the reader to look within, see the world as we see it, and understand how we can make it better, together.

Example:

“Are you ready to see the world as it is, and then to make it how it should be?”

Tactic 2: Tell it in our words

We have powerful stories, and the people behind them have a lot to tell the world. Find quotes that make a Missouri Statement. 

Example:

“Traveling to conferences to share my findings is showing me how far my work can take us.”

Amelia Chiles
Major: Biology
Hometown: Springfield, Missouri

Tactic 3: Issue a powerful command

Whether we’re inspiring an internal audience or prospective students, we can make our own powerful Missouri Statements.

Example:

Search for better answers and find more ways to make things right.

Tactic 4: Show the citizen within

Communicate the essence of the Missouri State’s public affairs mission with a descriptive handle for our students and graduates.

Example:

  • Citizen achiever
  • Citizen visionary
  • Citizen trailblazer

Rather than inserting a subject’s role or title in the “Citizen ” construction, look to the results of his/her work or the intent behind it. The result is a more memorable and meaningful expression of the statements we make.