What it takes the montana state story

TO BUILD A COMPELLING CAMPAIGN PLATFORM IN TODAY’S WORLD THE MONTANA STATE STORY KATHLEEN SAYLOR BILL FAUST T ODAY’S WORLD • Higher Education: The Landscape • Trends in Philanthropy MONTANA STATE’S WORLD • The University • The Foundation and Campaign WHAT IT TAKES • Insights and Strategy • Creative and Activation • Lessons Learned T ODAY’S WORLD HIGHER EDUCATION: THE LANDSCAPE T ODAY’S WORLD HIGHER EDUCATION: THE LANDSCAPE •S  HIFTING REVENUE STREAMS with tuition and state funding under pressure, philanthropy is now critical •A  NEW “ARMS” RACE as the landscape becomes more competitive, institutions are investing more to win •A  LUMNI ENGAGEMENT increased mobility, multiple degrees and student debt create barriers • T HE ATHLETICS PARADOX the top publics have skewed public perception T ODAY’S WORLD TRENDS IN PHILANTHROPY T ODAY’S WORLD TRENDS IN PHILANTHROPY • HYPERCOMPETITIVE by cause and category • UNDIFFERENTIATED everyone has great facts and outcomes • DONOR FATIGUE we are all chasing the same prospects • BEYOND BUILDINGS student stories are critical MONTANA STATE’S WORLD MONTANA STATE’S WORLD THE UNIVERSITY • SETTING  – Bozeman, Montana – Surrounded by five mountain ranges (Bridger, Tobacco Root, Big Belt, Gallatin and Madison) – Yellowstone National Park is 90 miles away • PROGRAMS AND PEOPLE  – 9 colleges, 51 undergraduate degrees, 41 graduate degrees – 15,688 students from 73 countries – 1,154 faculty – 87,000+ living alumni • ACADEMIC EXCELLENCE  – Goldwater Scholarships (ranked 8th in the nation) – R hodes Scholarships – Marshall Scholarships – Udall Scholarships MONTANA STATE’S WORLD THE UNIVERSITY • INTEGRATING LEARNING, DISCOVERY AND SERVICE  – One of only 108 colleges and universities in the nation (out of more than 4,600) that maintains “very high research activity” per Carnegie Foundation for the Advancement of Teaching – Over $100 million spent on research every year – Of the 108, only 51, including MSU, are also classified as having “significant commitment to community engagement” INITIATIVE BROCHURES Jake Jabs College of Business & Entrepreneurship PROFESSORSHIP S AND CHAI RS College of Nursing Endowed Chair COMMUNITY AND GL OBAL ENGAGEMENT F UNDS L E ARNE RS AND L E ADE RS Acoustic Atlas EMBRACING THE WILD AND PRESERVING NATURE’S SOUNDS COM M UNIT Y AND G LOBAL ENG AG EM ENT FUND S THE BONDS THAT STRENGTHEN CHARACTER AND COMMUNITY College of Nursing With the right mix of financial support, experiences and capabilities, MSU nursing graduates can establish themselves in communities where they will have the greatest impact SCH O L ARSH I PS AN D F E LLOWSH I PS Graduate research is essential to MSU’s land-grant commitment to discover, create and share knowledge Investing in graduate education bestows a legacy of innovation and economic prosperity for future generations STUDENT SUCCE SS Bobcat Athletics ADVANCING THINKING AND SHARING KNOWLEDGE Visiting Professorship in Education, Health and Human Development LEAR NING AND LEAD ER SH IP CENT ER S South Campus Project CREATING A BRIGHTER FUTURE FOR MONTANA STUDENTS EMBRACING NEW IDEAS AND PUSHING THINKING TO THE EDGE COM M UNIT Y AND G LOBAL ENG AG EM ENT FUND S Honors College Voices of the West SCH OLAR SH IPS AND FELLOWSH IPS Student Teacher Scholarship Fund SHAPING THE FUTURE THE WORLD NEEDS NOW The Honors College is challenging high-achieving and motivated students from across the state and nation Now, our challenge is to bolster the Honors College with investments in scholarships and interdisciplinary learning spaces BUILDING ON A COMMITMENT TO ADVANCE THINKING PROFESSOR SH IPS AND CH AIR S Nursing Domestic and International Outreach PUSHING STUDENTS FURTHER AS THEY REACH THEIR POTENTIAL HONORING SERVICE AND ENSURING ACCESS PROFESSOR SH IPS AND CH AIR S Montana Promise Scholarships Emerging Scholars Grants Now is the time to fortify our scholarship endowment and invest in the extraordinary talent we are proud to call Bobcats The new Jabs Hall has created a surge of energy on campus Now it’s time to capitalize on that momentum and invest in the engines driving the future of business—our faculty and programs The Graduate School L EARNERS AND L EADERS Advancing Healthcare in Montana CREATING SMARTER AND HEALTHIER COMMUNITIES ScholarWorks Fraternity and Sorority Leadership SUPPORTING HEALTHIER COMMUNITIES SCH OLAR SH IPS AND FELLOWSH IPS Veteran Families Freedom Scholarship JOINING WITH COMMUNITIES SHARING KNOWLEDGE VOICES OF THE WEST: TELLING STORIES THAT MATTER ADVERTISING CAMPUS COMMUNICATIONS RIGID LESS RIGID • Current students • Current faculty and staff • Parents of current students GUIDELINES What we look like seCtion SPECIAL photography • Events (e.g., Fashion Show, Pratt Show, etc.) • One-offs, impact pieces, trendy things • Annual Lecture Series p r at t i n s t i t u t e Identity Guidelines COLOR 45 portraiture Show closely cr students, facult portraits show t camera, or sligh with an authent and daughters o feel raw, gritty a typography The preferred font weights, shown below, should be used most often for design layouts SEnTInEL design language Headlines —Sentinel Book Caps, –20 kerning IT TAkES MSU Campaign guidelines ABCDEFGHIJkLMnOPQ RSTUVWXYZ1234567890 Body copy—Sentinel Book design language 25 Sus res elendisquas ulles archic te maion conse aut aut quaturion et pos nihic torerum explantum aciis simpores enihitent, iliquissi doloribus aciisti res autatis et, tem esequam facculparum diciet re suntem et expellaborro voluptate pre solore quatempore et exerumq uundae ipiciis assitium dolorec uptatecatum fuga name expero mo omnimus as doluptatios ent et dit voluptae pori note: Photography, used in any application, should include a source and permission from photographer (if outside source) Some of the photography shown here is meant to give guidance on imagery, and is not MSU photography AaBbCcDdEeFfGgHhIiJjkk LlMmnnOoPpQqRrSsTtUu VvWwXxYyZz1234567890 photography appeal design language slice of life 30 This framework provides direction for how the Campaign should approach and engage donors Build awareness through education purpose The purpose sets the direction of the Campaign’s communications and focuses the messaging Ultimately, it gives the Campaign meaning and context Drive excitement by promoting a vision Provide interactive resources typography Use the specifications shown here as a starting point when setting type in a new layout These proportions are designed for print, but they apply to digital and environmental applications as well Since our two typefaces pair so well, keep in mind that it’s possible to substitute one for the other to create layouts that feel more formal or more casual This Campaign is about the promise of MSU By serving the sons and daughters of our state and beyond, we are serving the world Engage with a compelling case Invite participation and involvement dis nullent ommolenet eos et dellupt itC franKlin gothiC uaeCto exerfer itC franKlin gothiC Demonstrate progress and success UCIA SEQUID QUATIn RERnAM, TEMPOR sentinel Offic totatem quo quibusdaepre reperiscit essinctet occusamet fuga Sam serit ipsam adi odi debitis dis iur? Quidellum fugitam, ilit ilis dolore quidem Ur soluptat omnihit des dolestis eatem voluptatin pliquam fuga Nam utem eles arum elit et quias erum et volupiscium adita senima que perum iusdantur, ut que vollaus ad ullupta temporit ad quaecto tatatet ex exerfer spitentios excestiae volorum ut volum erate que pro que veliquae itC franKlin gothiC Access for students from Montana and beyond Excellence in academic disciplines and research Wide-reaching impact on our state, country and global community Campaign overview sentinel itC franKlin gothiC messaging strategy Campaign overview “Sedi dolupid et, tatquamus ad ma dolupid at ximus.” Quatin rernam, tempor remperum, quo te doluptaquam que di ipis solore consenda et exeruntur, tem ilit rendia pa dolo volende bitassi tatem Natatia dis nullent ommolenet eos et dellupt aquundi gnihillab iniet millate recto quam simpore mpofjyeraes simusan note: Photography, used in any application, should include a source and permission from photographer (if outside source) Some of the photography shown here is meant to give guidance on imagery, and is not MSU photography Nam utem eles arum elit et quias erum et volupiscium adita senima que perum iusdantur, ut que vollaus ad ullupta temporit ad quaecto tatatet ex exerfer spitentios excestiae volorum ut volum erate que pro que veliquae Ucia sequid Nam utem eles arum elit et quias erum et volupiscium adita senima que perum iusdantur, ut que tatatet ex exerfer spitentios excestiae volorum ut volum erate que pro que — Quote sourCe How to use our messaging map design language Our key messages are organized in a hierarchy to help us prioritize what we say 31 How our brand comes to life supporT poinTs The positioning statement is a concise articulation of what our Campaign stands for, and it describes the importance and the urgency of the work that we’re doing It elevates our strengths, inspires our messaging and voice and identifies what our audiences can expect from us It forms the basis of an ownable, unique identity for the Campaign Although it’s not intended to be used verbatim — and it’s designed for internal use only — elements of this positioning may be used in external communications It takes a lot to build a future To move from where we’ve been to where we’re going To traverse the distance between what we’ve already made real and what we’re capable of making possible It takes a lot to push our students further as they reach their potential To what’s right for the sons and daughters of Montana, and beyond as they continue their proud legacy To build on our commitment to advance thinking through groundbreaking research To join with communities to share practical knowledge with the people of our state, our nation and our world We know We’ve done it And we’re ready to it again Because we’ve got what it takes to build a Montana State for the next 125 years what we give: attributes It takes the determination to push thinking to the edge The commitment to join together as one The courage to defy convention The ambition to more than we’ve ever imagined And the guts to stand together, roll up our sleeves and get it done An attribute is what we offer to our audiences Attributes include the products, services, knowledge and unique offers that we bring to the table what they get: benefits Because this is your Montana State Where it doesn’t matter where you’re from We discover who you are Where we won’t wait to see what the future holds We grab it ourselves A benefit is what our audiences get It’s the value of the attributes that we offer, the answer to the question “so what?” or “why we care?” Where we know that mountains can move minds, and minds can move mountains attribute and benefit mapping: building a Key message A2 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 how the attributes and benefits work together, and how the core attribute and core benefit are supported by additional proof points This map provides the foundation for brand messages that are clear, consistent, and compelling A2 Like the Campaign logo and color palette, the brand’s design elements can become recognizable when used consistently and clearly These graphic devices allow the Campaign to feel like the Montana State university brand, while still carving out its own unique look and personality A1 Attributes core Message Benefits B1 B2 B2 The short rule/dash supporT poinTs What it takes The Campaign for Montana State University message and voiCe Campaign overview 10 This graphic device creates hierarchy and structure within a composition Use it for a strong, centered composition on covers or editorial spreads, or to emphasize a phrase or quote ROLL UP OUR SLEEVES AND What we have the power to today—through our unprecedented campaign—will push Montana State further than ever imagined It’s time to take a bold step forward for Montana and beyond Because it takes a lot to move from where we’ve been to where we’re going To traverse the distance between what we’ve already made real and what we’re capable of making possible And for every future breakthrough, every new discovery and each generation of students to come, note: The following examples were created to show how collateral can be designed using the new Montana State Campaign brand Some of these examples are samples, and have not been produced THIS IS GET IT DONE station e ry design language WHaT A catalyst for realizing success and future opportunities WHere Programs and resources to ensure success and growth Education for all An institution that is shaped by the state’s landscape and character A deep commitment to advancing the state and responding to needs HoW A global view to ensure wide-reaching impact Faculty who are passionate, driven, innovative and creative Montana and the world Facilities and spaces that allow for rich learning experiences and research opportunities Resources to accelerate student and faculty success, creating new opportunities Commitment to excellence purpose Montana State University is a community of doers That community TO STAND OUR messaging strategy Access for all Montanans this Campaign is about inspiring aCtion Use this graphic device as a grounding element for typography, allowing a composition to lead with a large-powerful image and still accommodate text Be sensitive to legibility when you use this element Secondary Benefits B2 examples The gradient overlay GROUND, To create smarter, healthier communities To build a better Montana To shape the future the world needs now To challenge a new generation of Bobcats to create new worlds, embrace wild ideas and reach greater heights The purpose sets the direction of the Campaign’s communications and focuses the messaging Ultimately, it gives the Campaign meaning and context design elements Secondary Attributes A2 O U R P HI LO S OP HY positioning statement Attributes (what we offer) Benefits (what they get) at Msu, we so the world gets Producing an educated citizenry A focus on shaping Fulfill and expand the land-grant mission by serving the state of Montana to the highest level An institution dedicated to the success of students and communities in Montana and beyond State and global impact core Message A university that excels Relentless photography Our Campaign photography is meant to inspire action, instill pride and evoke nostalgia It mixes slice-of-life documentary shots that feel authentic and real, with staged imagery that is editorial and purposeful, with the aim of eliciting an emotional reaction Both type of images showcase what our students and faculty do, the tools they use to it and the places that make them who they are 32 Capture close-up staff and citizens and engage in res closely cropped so gain a real-life, ev MICROSITE VIDEO LESSONS LEARNED LESSON #1 AUTHENTIC STORIES LESSON #2 INFORMATION AND INSPIRATION LESSON #3 PEOPLE AND PROCESS LESSON #4 COURAGE AND PATIENCE QUESTIONS? THANK YOU [...]... knowledge with the people of our state, our nation and our world We know We’ve done it And we’re ready to do it again Because we’ve got what it takes to build a Montana State for the next 125 years what we give: attributes It takes the determination to push thinking to the edge The commitment to join together as one The courage to defy convention The ambition to do more than we’ve ever imagined And the guts... OP HY positioning statement Attributes (what we offer) Benefits (what they get) at Msu, we so the world gets Producing an educated citizenry A focus on shaping Fulfill and expand the land-grant mission by serving the state of Montana to the highest level An institution dedicated to the success of students and communities in Montana and beyond State and global impact core Message A university that... ATTRIBUTES WHAT WHERE HOW EDUCATION FOR ALL MONTANA AND THE WORLD COMMITMENT TO EXCELLENCE through At MSU, we for with Fulfill and expand the land-grant mission by serving the state of Montana to the highest level CORE MESSAGE So the world gets An institution dedicated to the success of students and communities in Montana and beyond by PRODUCING AN EDUCATED CITIZENRY for STATE AND GLOBAL IMPACT BENEFITS... State university brand, while still carving out its own unique look and personality A1 Attributes core Message Benefits B1 B2 B2 The short rule/dash supporT poinTs What it takes The Campaign for Montana State University message and voiCe Campaign overview 4 10 This graphic device creates hierarchy and structure within a composition Use it for a strong, centered composition on covers or editorial spreads,... together, roll up our sleeves and get it done An attribute is what we offer to our audiences Attributes include the products, services, knowledge and unique offers that we bring to the table what they get: benefits Because this is your Montana State Where it doesn’t matter where you’re from We discover who you are Where we won’t wait to see what the future holds We grab it ourselves A benefit is what. .. A UNIVERSITY THAT EXCELS A CLEAR MESSAGE It takes a lot to build a future To move from where we’ve been to where we’re going To traverse the distance between what we’ve already made real and what we’re capable of making possible We know We’ve done it And we’re ready to do it again Because we’ve got what it takes to build a Montana State for the next 125 years Because this is your Montana State Where... going To traverse the distance between what we’ve already made real and what we’re capable of making possible It takes a lot to push our students further as they reach their potential To do what s right for the sons and daughters of Montana, and beyond as they continue their proud legacy To build on our commitment to advance thinking through groundbreaking research To join with communities to share practical... instill pride and evoke nostalgia It mixes slice-of-life documentary shots that feel authentic and real, with staged imagery that is editorial and purposeful, with the aim of eliciting an emotional reaction Both type of images showcase what our students and faculty do, the tools they use to do it and the places that make them who they are 32 Capture close-up staff and citizens and engage in res closely... COMMUNITY AND GL OBAL ENGAGEMENT F UNDS L E ARNE RS AND L E ADE RS Acoustic Atlas EMBRACING THE WILD AND PRESERVING NATURE’S SOUNDS COM M UNIT Y AND G LOBAL ENG AG EM ENT FUND S THE BONDS THAT STRENGTHEN CHARACTER AND COMMUNITY College of Nursing With the right mix of financial support, experiences and capabilities, MSU nursing graduates can establish themselves in communities where they will have the. .. To create smarter, healthier communities To build a better Montana To shape the future the world needs now What it takes The Campaign for Montana State University A CLEAR MESSAGE TONE OF VOICE BOLD, BUT NOT AGGRESSIVE EMOTIONAL, BUT NOT CLOYING SERIOUS, BUT NOT HEAVY MOMENTOUS, BUT NOT BOMBASTIC URGENT, BUT NOT DIRE STEP 3: CREATIVE A BIG IDEA CASE STATEMENT INITIATIVE BROCHURES Jake Jabs College