Messaging Map

The messaging map helps 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).


Overview

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.

Core message: Attributes (what we offer, the give) and benefits (why it matters, the get), each followed by secondary messages and supporting points

  • Attributes (what we offer)

    Missouri State University creates an environment where meaningful interactions have practical application.

    • Secondary message

      An individualized, student-focused educational experience

      • Supporting point for each primary audience
        Best fit Missouri State students
        Mentorship with supportive and encouraging faculty and staff
        Campus community
        Expert faculty and staff, committed to shaping student leaders
        Community and industry partners
        Expert faculty and staff, committed to the success of every student and their ability to enter the workforce
        Government and policy makers
        Expert faculty and staff, committed to shaping successful student leaders
      • Supporting point for each primary audience
        Best fit Missouri State students
        Breadth and depth of social, academic and professional opportunities
        Campus community
        Meaningful and lasting student-teacher relationships built on trust and encouragement
        Community and industry partners
        A commitment to creating students of character
        Government and policy makers
        A commitment to creating students of character, empowered to influence society for the better
      • Supporting point for each primary audience
        Best fit Missouri State students
        In-and out-of-classroom learning experiences
        Campus community
        Opportunities for leadership through student-led extracurricular opportunities
        Community and industry partners
        Opportunities for practical experiences inside and outside the classroom
        Government and policy makers
        Opportunities for hands-on learning inside and outside the classroom, providing real-world experiences
      • Supporting point for each primary audience
        Best fit Missouri State students
        Commitment to a hands-on approach and application of educational disciplines
        Campus community
        A commitment to providing diverse, real-world opportunities to ensure rich learning experiences
        Community and industry partners
        An academic experience that emphasizes developing the whole person
        Government and policy makers
        A commitment to shaping well-rounded individuals with high academic ability
    • Secondary message

      A commitment to high-impact learning, encouraging students to take charge of their futures

      • Supporting point for each primary audience
        Best fit Missouri State students
        A curriculum rooted in institutional values
        Campus community
        An unrivaled academic curriculum, fueled by a campus community that shares and celebrates the public affairs mission of Missouri State
        Community and industry partners
        An unrivaled educational experience, balancing a firm and enduring mission with an innovative and relevant academic curriculum
        Government and policy makers
        An unrivaled educational experience, balancing a firm and enduring mission with an innovative and relevant academic curriculum
      • Supporting point for each primary audience
        Best fit Missouri State students
        Rich undergraduate and graduate programs
        Campus community
        A community committed to providing and striving for excellence academically, personally, and professionally
        Community and industry partners
        Variety of internship and fellowship programs
        Government and policy makers
        Students who take the lead and seek to apply their knowledge to their work, communities, and lives
      • Supporting point for each primary audience
        Best fit Missouri State students
        A model for academic excellence
        Campus community
        Internship and fellowship programs that are purposefully developed to challenge students
        Community and industry partners
        A passionate and steadfast community of learners, seeking an education that will push them to do more
        Government and policy makers
        A passionate and steadfast community of learners, seeking an experience that will push them to do more
      • Supporting point for each primary audience
        Best fit Missouri State students
        A forward-thinking curriculum, ensuring students are set up for success
        Campus community
        Support and encouragement from a passionate community of forward-thinking teachers, learners, and leaders
        Community and industry partners
        Tools and resources that are purposefully developed for students by expert faculty, staff, and community members
        Government and policy makers
        Real world programs in and out of the classroom
    • Secondary message

      A dynamic campus and community

      • Supporting point for each primary audience
        Best fit Missouri State students
        Education enhanced by the culture, community and learning opportunities of Springfield
        Campus community
        A culture that celebrates open dialogue, pushing students to go further and pursue their passions
        Community and industry partners
        A commitment to public affairs
        Government and policy makers
        An active student body, inspired to go further and pursue their passions
      • Supporting point for each primary audience
        Best fit Missouri State students
        Rich discussion in an open, friendly environment>
        Campus community
        A diverse and inclusive student and campus community
        Community and industry partners
        A campus community filled with diverse perspectives, voices, and opinions
        Government and policy makers
        Diverse and unique perspectives, voices, and opinions
      • Supporting point for each primary audience
        Best fit Missouri State students
        An inclusive, diverse student and campus community
        Campus community
        A commitment to thinking globally, making a positive impact in the state and beyond
        Community and industry partners
        Mutually beneficial opportunities with the surrounding communities
        Government and policy makers
        A surrounding community and region that are committed to shaping students and offering them real-world opportunities
      • Supporting point for each primary audience
        Best fit Missouri State students
        Impact in local, state and national matters
        Campus community
        Hands-on opportunities that provide students with real-world experience in the greater Springfield community
        Community and industry partners
        An environment committed to civic engagement and hands-on opportunities throughout the region
        Government and policy makers
        An environment committed to civic engagement and hands-on opportunities throughout the region, state, nation, and world
  • Benefits (what they get)

    In order to cultivate global citizens, prepared to pursue their chosen paths with integrity.

    • Secondary message

      Having a strong sense of personal and professional development

      • Supporting point for each primary audience
        Best fit Missouri State students
        Able to tap into a lifelong network of support
        Campus community
        A lifelong Missouri State family, committed to continued support and encouragement
        Community and industry partners
        Honest, confident individuals, ready to transition into the workforce as well-rounded professionals
        Government and policy makers
        Confident individuals, ready to seamlessly enter the workforce
      • Supporting point for each primary audience
        Best fit Missouri State students
        Able to create their own curriculum and path
        Campus community
        The ability to choose, create, and pursue the path that best serves each student’s skills and interests
        Community and industry partners
        Individuals who are willing to step up as leaders in their industries and communities
        Government and policy makers
        Individuals who are willing to step up as leaders, capable and ready to influence society for the better
      • Supporting point for each primary audience
        Best fit Missouri State students
        Well prepared to achieve future success in their lives
        Campus community
        Well-rounded individuals who are prepared to lead full, successful lives
        Community and industry partners
        Individuals who are prepared to apply practical steps to professional, personal, and societal issues
        Government and policy makers
        Individuals of character grounded in enduring values
    • Secondary message

      Challenged yet supported to think freely and critically

      • Supporting point for each primary audience
        Best fit Missouri State students
        Able to seamlessly transition into their careers, grounded in a firm foundation
        Campus community
        The ability to approach obstacles and think through challenges critically, with a grounding in values and ethics
        Community and industry partners
        The ability to approach obstacles and think through challenges critically, with a grounding in values and ethics
        Government and policy makers
        The ability to think through challenges with clarity and determination
      • Supporting point for each primary audience
        Best fit Missouri State students
        Driven to apply their skills and experiences to a greater purpose
        Campus community
        Development of the whole person, seamlessly applying knowledge and values to any career path
        Community and industry partners
        The confidence and motivation to bring fresh, relevant ideas to their professions
        Government and policy makers
        The confidence and motivation to bring fresh, relevant ideas to their professions and their lives
      • Supporting point for each primary audience
        Best fit Missouri State students
        Equipped, confident and inspired to pursue their goals
        Campus community
        The confidence and motivation to transition into life as ready, able professionals
        Community and industry partners
        An appreciation for big-picture thinking
        Government and policy makers
        An understanding of long-term goals and big-picture thinking
    • Secondary message

      Driven to think beyond themselves

      • Supporting point for each primary audience
        Best fit Missouri State students
        Drive to contribute to, collaborate with and enhance the local community
        Campus community
        Individuals who are worldly wise and globally responsible
        Community and industry partners
        Globally responsible individuals, applying tools and knowledge to a greater good
        Government and policy makers
        Globally responsible individuals, committed to creating lasting and meaningful change in their communities and beyond
      • Supporting point for each primary audience
        Best fit Missouri State students
        Globally aware and responsible, valuing every voice and opinion
        Campus community
        The belief that positive change can be created together, when many work as one to address societal issues
        Community and industry partners
        Individuals of character, guided by morals and principles
        Government and policy makers
        Individuals of character, with a perspective grounded in morals and principles
      • Supporting point for each primary audience
        Best fit Missouri State students
        Passionate about creating positive change
        Campus community
        A mindset of giving back, paying forward what has been invested in them
        Community and industry partners
        A continual desire to evolve their thinking, so that they can best address the needs of a changing society
        Government and policy makers
        A continual desire to do what’s right and what can have the greatest impact