What’s Missouri State’s vibe? University launches brand refresh

Missouri State University has recruited students to help strengthen its brand and identity, or how the campus tells its story.

MSU President Richard “Biff” Williams explained in a Feb. 10 blog post that the brand refresh is part of the university’s five-year strategic plan.

“This isn’t simply a marketing effort,” he wrote. “It’s a university-wide commitment to communicate with clarity and consistency about who we are, what we value and how we serve students and the community.”

Williams said nearly 280 people have signed up for brand workshops planned for Feb. 11-12. They include students, staff, faculty and engaged alumni.

The first day will examine what MSU’s vibe is, how the institution defines itself now and what it wants to become. The second day will be focused on messaging or storylines so the campus can communicate its brand to the public.

MSU is asking those who can’t attend in person to complete an online survey.

The university’s Refresh the Brand workgroup is led by Corey Canada, director of web strategy and development, and Andrea Mostyn. Mostyn, the longtime director of strategic communication, was recently named interim vice president of marketing and communications after the retirement of Suzanne Shaw.

Mostyn said the work will continue through the spring and summer with changes to be enacted in the fall.

“This is not a rebranding,” she said Feb. 10. “We are looking at a brand refresh, what differentiates Missouri State from other universities.”

The university has a $150,000 contract with college marketing firm Carnegie Higher Education for the brand refresh.

Mostyn said the agency is taking a fresh look at the university’s brand and reputation and will help develop a strategy.

In the blog, Williams explained the refresh started in January. The work includes surveys, interactive workshops, competitor analysis and external perception research.

A refresh of the MSU brand is not happening in a vacuum. Williams said there are related workgroups working on expanding the university’s role in the community, creating a centralized communicators forum, and enhancing the game-day experience.